Case Study Guide/Transcript for Tere Zubizarreta, Zubi Adverrtising, Coral Gables, Florida, an episode of Small Business School, the series on PBS member stations.

See beyond current events

updated: January 2007

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#1 Tap a trend

Mama Zubi says, "These are assets. These are not weaknesses... This is how I'm going to make it."

Transcript Segment - Tap a trend

In the Studio

HATTIE: Hi, I'm Hattie Bryant. On this program every week, you'll meet real people who tell you the truth about how business works. We call the next 30 minutes a Master Class, because you will learn from a person who has decades of experience. You'll see why and how Teresa Zubizarreta has been so good at building a business, and why the city of Miami is so proud to call her their own.

HATTIE: Miami is truly unique and magnificent from its bustling and beautiful Bay Biscayne. But it has something in common with nine other big American cities: a fast-growing Hispanic population. And it's from here that some of the best advertising is created for the entire Hispanic-American market.

HATTIE: Tere Zubizarreta knows how to sell airline tickets, cars, wax --you name it-- to the men and women who grew up speaking Spanish at home or who call Spanish their first language.

TERESA ZUBIZARRETA: My roots are in Cuba. That's my motherland. And the United States is my fatherland. So it's a pretty good combination that I have.

An insight from the Millionaire's Network

Key Ideas of this episode

1.		Tap A Trend
2.		Hire People Who Want To Learn
3.		Take Time To Understand Yourself
4.		Manage Your Children With Your Head Not Your Heart
5.		Buy Technology
6.		Invest In The Selling Process
7.		Carve out your niche
8.		Do Research To Gain Mindshare
9.		Keep Employees Happy With Fascinating Work
10.		Be The Source Not The Supplier
11.		Trust Your Intutition
12.		Keep Family First
13.		Pay A Bonus Even When There Are No Profits
14.		Give To Those Who Need It

Case Study Guide

On the Air

Key Idea #1: Tap A Trend
Teresa Zubizarreta has successfully capitalized on the browning of America. She recognized that corporations would value help targeting the Hispanic market effectively and that this help could only be provided by talented individuals who understood that market.

Topic For Discussion: How can a small business capitalize on the latest trends?

Answer: You have to know those trends and the earlier, the better. eHarmony is a great example of trend targeting. This company recognized that more and more people were becoming comfortable surfing the Web and coupled that knowledge with changing social demographics including increased divorce rates and a correspondingly increasing number of new social relationships. Others may follow with the same business concept, but eHarmony executed early and well.

You think about it: How are changing demographics and social customs affecting your business? Can you capitalize on an opportunity or mitigate a threat?

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