J.C. Arriola

Why Arriola!Latin America’s GDP in 2013 reached $6.8 Trillion. How much of that wealth is in your bank account? What if I told you I could help you double it, or triple it or … lets go wild and multiply it by a tenfold in the next couple of decades? I’ve got the key to unlocking your potential.!

Let’s start with some facts here: I know I can do it, not just because of my ample technical capabilities, linguistic abilities or profound cultural and historic understanding of the region. Not only because of my strong management skills and leadership. No, not because of my unparalleled strategic thinking, my innate ability to create and share a vision and to write down a business plan, but because of something that speaks louder than words: Because I’ve done it.!

The Latinvisa Experience!

Aside of a 2½ year gig as Executive Director of the Chamber of Free Enterprise in Guatemala in 1989 to 1991 where I literally had to defy death to promote and defend freedom and democracy in Guatemala, El Salvador, Nicaragua and Panama through the

introduction, management and open publication of the first ever public opinion polls in the region and multiple speeches promoting freedom, democracy, clean elections and the rule of law; aside from this enriching character building experience, I have never been an employee in my life. This ”entrepreneurial, success driven spirit” defines me.!

That is not to say that I have never had a boss. Ou contraire, I’ve had hundreds.!

In June 1991, after successfully designing and founding the first civic and political analysis TV show in Guatemala, Libre Encuentro, I decided I had to fly solo. Emboldened by youth, a fresh

masters in Strategic Planning and all the ambition in the world, I decided to found a Strategic Analysis and Planning Consulting firm: “Latinvisa”, under the slogan: “The only “visa” you need to do business in Latin America”. Since then, I have been loyal to my vision and resolute to my commitment of helping mostly American and European companies either introduce or strengthen their competitive position in the region.!

Twenty two years later, what started as a one person consulting dream in my dining room home office, has become a successful network locally owned on the ground teams in 14 Latin American countries and 22 major US Hispanic markets.!

Each one of my client’s has been my boss during these two decades, and more importantly, each has been my teacher. Not only has every project taught me something about new or better techniques, or writing and presentation skills, or internet marketing, or finance, or project management, but also about client service and total client satisfaction. !

Today, I am more prepared than ever to assist you and your team towards unlocking your potential in the region. Let us take advantage together of my unique ability to understand the Latin American consumer, manage the employee and achieve goals and results.

The key to unlocking your true potential in Latin America

Why Arriola Because for 22 years, as a strategic consultant and market researcher, I have excelled helping dozens of US and European corporations understand, strategize and succeed in almost every Latin American country. !Page 3

Profile From a dining room home office consultant in Guatemala to a Miami based hemispheric operations service with local teams in each of the 14 most important Latin American markets.!Page 4

The Character of a Leader As a true leader, I’ve learned that the true character of a leader is defined by his ability to inspire and create synergy among his team while conscious of the weight of the burden of responsibility.!Page 4

The Researcher As a researcher I have learned to listen to the consumer, to create and work with actionable market segmentation and to address them with the technical expertise, cultural sensibility and linguistic ability needed to create empathy.!Page 4

The Strategic Thinker The road to success might not be evident at first glance, but mapping it is easy once you fully understand where you need to go.!Page 5

Technology and My Management Style I have successfully managed to balance my deep inclination towards high tech with the personal touch of a handshake. At the end of the day, its a powerful combination towards success in LatAm.!Page 5

Professional Bio 2014

!!!!!!!!JC at one of the multiple presentations before a 5 to 7

thousand public and press audience in 1990

P R O F E S S I O N A L B I O

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P R O F I L E !

Academia!BA Economics!MBA Strategic Planning!BA Political Science!MA Social Sciences!

Certifications!

PRC (Professional Researcher Certification, Qualitative Research, Expert Level from the American Market Research Association, MRA.!

Positions Held!

1988 Deputy Press Secretary Hispanic (internship) !

Alan Keyes for US Senate Campaign, Maryland, USA!

1989-1991 !Executive Director Chamber of Free enterprise, Guatemala!

1991- Current !Director Ejecutivo Latinvisa de Guatemala, S.A.!

2001- Current !Managing Partner Latinvisa Interamericas, Miami, FL!

Publications!

Dozens of op-ed publications in news papers in Guatemala, El Salvador, Costa Rica, Panama, Venezuela, Mexico and Argentina!

Alert! Market Research Association Magazine !

Speeches, Conferences, Interviews and Professorships!

Market Research Association National Convention 2008 and 2009!

Strategic Analysis and Planning Professorship at Centro ESTNA 1995 & Political Science Thought 1998 at UFM!

Guatevisión 6 month Economic Analysis segment on the network’s morning show!

Hundreds of interviews on news papers, radio and TV in Latin America

How can I help you do even better!For Rodolpho Cardenuto, president for SAP Americas, the most important behind the company's success is getting closer to clients. In his opinion, you can't employ the same sales pitch throughout the region. "There are many Latin Americas, and you can't tackle the region with a one size fits all approach. We want to get into the details."!

The Character of a Leader!The mark of a true leader is taking sole responsibility for a wrong decision and credit his team for hard work and

success.!

The roll of a leader is to achieve, not make excuses; to inspire, not to command; to do the right things first, not to do first the right things;

so when the work is done, his followers will believe they did it all by themselves. !

!!

By the same token, the effectiveness of a leader can be measured by his success. Back in 1991, I dreamed of establishing my Strategic Analysis and Planning consulting firm and make tons of money and fame through helping many clients succeed. Sounded great! But life was quick to teach me that first you needed to win your spurs and then you can tame the horse. The struggles from back then are the lessons that remind me today to always be better, always expect better, and always raise the bar higher. !

After a rocky start, an army of “one” became a network of many. The hope of “single Central American city...” became a 22 US market and 14 Latin American country reality. The leader, learned to lead.!

The Researcher!Creative thinking, unbiased reasoning and clear worded, honest counsel to my clients and their interests have been, are and will be the passion of my research.!

I was introduced to research in 1988 when working for the Republican Gubernatorial Campaign in Maryland as I aided the campaign’s Communications Director with all issues related to Spanish Language Media. !

A year after, 1989, I dove into it when the organization I lead, the Chamber of Free Enterprise, decided to conduct political polling in Guatemala for the upcoming presidential elections. After 256 death threats and mounting technical challenges

and credibility issues, I learned that “doing business” in Latin America required a

completely new set of skills and temper. Regardless, I successfully lead my

organization to 12 polls in 14 months. All editions were made

public to every media outlet, hence contributing to the first non-fraudulent presidential election in Guatemala’s recent history.!

In 1991, as I founded Latinvisa, I quickly

learned new methodologies in the quant

side and intensively used focus groups on the

qualitative side. Moderation came natural to me and

mastering the art became my priority. Dozens of courses, several

hundreds of moderations and over 20 years later, I have conducted focus groups,

ethnographies, and IDI’s; face to face, on-line and on the phone in English, Spanish and Portuguese, from coast to coast in the US and almost in every country in Latin America. !

During these two decades I have worked with US and European clients of the most diverse industries. Through my work, we all have learned more about the Latin American peoples, traditions and markets than by any other means. From syndicated store audits, to qual, to quant, I’ve almost done it all.

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M A J O R A C H I E V E M E N T S !

Strategic Planning, dozens of:!

Corporate and Institutional Strategic Plans, !

Business Plans and !

Strategic Marketing Plans!

Monitoring and Evaluation Systems!

Tactical planning!

Early Warning Tactical Alert Systems!

!Qualitative Market Research:!

3,000+ Focus Group Moderations!

Thousands of In-Depth-Interviews!

Hundreds of Ethnographies!

!Quantitative Market Research, hundreds of:!

Market Niche Identification, Market Estimations & Target Market Definition!

Brand engineering and reengineering!

Segmentation Analysis!

Message Analysis!

Advertising research!

Customer Insight!

Location & Distribution Analysis!

Many others!

!Project Management:!

Hundreds of Multilingual, multi country, multi currency, multi ethnicity, multi segment, multi methodology research & analysis!

18 national teams recruited, coordinated, homologated and managed through the region, while maintaining national “best practices” for improved performance

The Strategic Thinker!Before embarking for a new frontier, define it well, dream of how it will look and feel until you can smell it, see it with open eyes and touch it and weigh it. Back trace your steps towards your present position and now walk towards it until you reach it.!

To strategize is the art of breaking up a problem into a series of smaller components or attributes, defining tactical plans to address each individual

need, and then putting it back together in a coherent fashion. Simple!!

Well, not quite that simple. But that is what I do. For years I have understood Sun Tzu’s maxima that “a war is won or lost before even fighting the first battle.” To succeed in a strategic endeavor, you must understand that the team you are working with is composed of individuals, each of whom holds a clue to the big puzzle, and everybody’s input is as important as yours. Sometimes even more so. If anything, the chief strategist must place his team in a unique position to maximize their capabilities and drive them to success. In order to do so, he must understand the context through and around each piece of information, and only then, may they be valued and weighed. !

I excel in that regard. I have the innate ability to assess a situation, determine our capabilities and weigh in on our limitations while remaining capable of objectively understanding the Hispanic and Latin American markets and their social, demographic, anthropological, political, economical and historic context surrounding each fact. José de Ortega y Gassett, a renown Spanish philosopher from the early XXth century said that “A man is him and his circumstances”. Understanding those circumstances, there limitations and avenues is the driver to success.!

Multi Industry Experience!Clients like Novartis, Bayer, Abbot or Pfizer from the pharmaceutical and medical industries; or AT&T or Vonage from the Telecoms; or Proctor & Gamble, Kellogg, Colgate Palmolive, B.D.F. or Unilever of the CPG sector, or USAID, the US Commerce Department, the EU Commissions, UNAIDS,

UNICEF or the WHO on the Institutional side; or Money Gram, Bank of America or Visa from the Financial industry, among many others; plus a whole

ensemble of advertising and public relations agencies; and of course Walmart, as the largest retailer, have all shaped my experience. !

In addition, I have worked for for the technology, automobile, real-estate, tourism and for NBC/Universal and Telemundo on the entertainment industry, B of America and Moneygram on finance.!

My multinational project management skills have been tested. My multilingual and multicultural ability to understand the true, deep insight respondents try to convey, has been proven. My ability to successfully lead through surmounting challenges, has strengthen me. My ability to produce at the end of the day the expected results, regardless of the mishaps, the potholes in the road and the disagreements that will always be present among a group of intelligent, committed professionals, has always been appreciated. !

Now comes the time to put all that talent and experience to work for you.!

Technology and My Management Style!Technology has never been foreign to me. In 1998 I hacked those primitive audio and video codecs so I could transmit on-line focus groups for my clients in Argentina. I also built an on-line tool for writing questionnaires and generate an ad-hoc analytical tool using PHP4, MySQL, Postgres that ran on Unix. I instantly became a fan of BSD and the Mac OS X in 2000, which I still believe is the best personal computer platform available today. I even built a Market Simulator on Visual Basic capable of forecasting prices, inventories and the effect on promotions on entire categories in 1997. I still have it!!

However, as an avid tech fan, I also use VoIP on a daily basis for my hemispheric communication needs, and use my own VPN network to keep in touch with my office, so calls and computer communications are like I never left the room regardless of where I am.!

You see, technology is my life partner. From my personal life, to my home where I supervise my daughters and my professional life. But one thing that has never replaced is a good hand shake. I travel over 50% of the time, lead by example, encourage my people and demand results in person. I balance my work behind a desk with the necessary on the ground supervision. In Latin America, true eye to eye contact and personal networking may very well mean the difference between success and failure.!

Contact Me!Every great journey begins with a first step. I invite you to reach out to me and turn the key that will unleash your true potential in Latin America. !

Email: jca@latinvisa.com!USA: + (305) 423-9495!LatAm: +(502) 5903-7000

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