Market problem

San Angelo is a very broad and diverse market, according to the U.S. Census Bureau. Tom
Green County has shown a growth on Spanish speaking residents, making them 39 percent of the
total population in the County while the Anglo white population has decreased from 58 to 54
percent in 2015. One of the main problems in the market is that there is no way for other cultures
to get involved or inform themselves on what is happening in the community since they do not
have an easy way to get the information.

The product/service idea

Conexión San Angelo offers a variety of platforms to the people such as our bi-monthly
newspaper, social media site and an online website full of news, events and more information
about the community we update daily with current news. Our product is in NAICS code 511110
Newspaper Publishers. One of the ways Conexión San Angelo plans to connect with Anglo and
Spanish readers is by being the only bilingual newspaper in West Texas with more than 15 years
of serving the community. We also plan to expand with the creation of new products such as
Legal Connection. And, rather than being a bi-monthly newspaper, become a weekly or possibly
a daily newspaper. This would in turn bring more advertisement from outside San Angelo, thus
generating revenue that would allow us to create more primary jobs.

The market served

Conexión San Angelo market is very broad. The primary target market is the Hispanic
community, while the secondary market is the Anglo community which includes: White,
African-Americans, etc. Our product currently serves much of the Concho Valley

The customer value

Conexión San Angelo is the only bilingual news source for the community in San Angelo and
the only bilingual newspaper in West Texas. We recognize that our clients are vital to our
success; therefore, we take pride in our superior products and customer relationship with our
customers to insure we produce a quality product for them. We are the only newspaper in the
area to cover multiple demographics.
Revenue generation

The way Conexión Hispana International generates revenue is through the sale of both local and
outside San Angelo advertisement in the bi-monthly newspaper, website
www.conexionsanangelo.com and booklets.

Management profile

The Vice president of Conexión, Araceli Gutierrez, is also a graphic designer of the newspaper.
The owner and CEO of Conexion is Gregorio Gutiérrez, who oversees public relations, marketing,
business management and serves as a quality control manager.
Currently our news department consists of an editor/ reporter, Jim Sánchez, who is a graduate of
Angelo State University, Gaby Gaspar newspaper business manager, Jaime Mendoza, technology
management who is also a graduate of Angelo State University and Antonio Troncoso, our
newspaper distribution manager. Serving as our resident intern is Austin Vandiver, an Angelo
State University senior. Austin’s internship is in the area of journalism and marketing. One other
intern is Axel Corral, an ASU junior whose internship is in public relations.
Conexión San Ángelo Newspaper publishes news, sports, both in English and Spanish which
makes it distinctly unique from its competitors as it is able to reach two different cultures.
Conexión’s news department, while small is able to impact the local community with well-written,
professional stories and articles of news events within its community by telling the stories of
others; and reporting the news, factually as well.

Funds required

As for the purpose of the funds, it is twofold. First to create job(s) and second, expansion of
Conexión Hispana. We are a newspaper and a website with content which informs readers about
what is happening in the community, a social media which keeps us close to the community by
having an active conversation with them, and a product called, Conexion a la Salud; in English it
is called--Health Connection. This health guide which is published on an annual basis, is full of
information related to health, where people look up info if they need any help.
All the products mentioned are both in Spanish and English. Conexion wants to expand the
business where we not only offer Health Connection but also other future products that help the
community, like Legal Connection. For This product we would use some of the money of the
price but the primary contribution with prize money would be to create more positions in the
company. The outside revenue would allow ease the employment of more personnel.
Economic impact for San Angelo

Conexión has two economic purposes. First, to keep money flowing in the community by
advertising local and area businesses which we would help these businesses to reach a new target
audience; that would in turn help the other businesses with their products, thereby help maintain
the cash flow here in San Angelo. The second economic purpose involves Conexión’s expansion
opportunity to create new jobs. Conexión currently enters its’ 16 years and continues to grow.
We have an expansion plan which involves three phases. Phase One consist of the creation of
four new jobs: a marketing director/sales person, a journalist/camera man, a graphic designer,
and an IT person. After phase one is completed and running, we are thinking of generating six
other jobs that would branch off from those four jobs, under a marketing director would be a
sales team; also Conexión could employ additional journalists assigned for a wider news
coverage under an editor-in-chief.