/// CONTENTS
CEO
GUSTAVO GONZÁLEZ COORDINATOR
TERE PRIETO DE GONZÁLEZ STAFF
LAURA LIZETH PRADO DIGITAL ART DIRECTOR
DAVID PRIETO
04 LEADING ARTICLE 06 STARTUP STRATEGIES 12 STATISTICS
LEADING ARTICLE Nº 05
STEVE TOBAK &
7 INCONVENIENT TRUTHS ABOUT CONTENT MARKETING INGLÉS INDIVIDUAL
CONTENT MARKETING IS, WITHOUT A DOUBT, THE MOST OVER-HYPED AND LEAST-UNDERSTOOD MARKETING TOOL FOR ENTREPRENEURS, SOLOPROENEURS AND SMALL BUSINESSES OWNERS. AND IT’S CERTAINLY NOT THE PANACEA IT’S BEEN MADE OUT TO BE.
  06
La Cotorra
Leading
STEVE TOBAK
The interactive web -- social media, blogs, videos, etc. -- has made content marketing relatively easy and inexpensive. And therein lies the rub. As with entrepreneurship, everyone is doing it. The competition is enormous, and so is the level of noise you have to get over just to be seen and heard by potential customers.
Article
Bilingüe
07
11
There’s content and there’s CONTENT. There’s an old saying -- you get what you pay for. The vast majority of content is generated for peanuts, and that’s exactly what it’s worth. The fact that it’s cheap and easy is why everyone does it, and that’s also why it’s worthless. As marketing goes, it’s lousy and its return on investment even worse.
2. Everyone’s an expert. Well, not really. Know why John Grisham is a best-selling author? He was a successful trial attorney for years and years before putting pen to paper. Everyone seems to understand that, if it’s not expert content, it’s of no value to customers, but that doesn’t seem to stop the “fake it ‘til you make it” crowd from generating enormous amounts of worthless tripe.
3. IT’S ALL ABOUT STRATEGY IF YOU LOOK AT THE WAY BIG COMPANIES DO MARKETING, THEY HAVE SENIOR EXECUTIVES AND TOP AGENCIES WORKING TO DEVELOP THEIR MARKETING AND COMMUNICATION STRATEGY, AND LET ME TELL YOU, THAT AIN’T CHEAP OR EASY. CONTENT MARKETING IS SIMPLY AN EXECUTION TOOL AND, WITHOUT THE STRATEGY PART, IT’S UNDIFFERENTIATED AND ESSENTIALLY WORTHLESS. 4. PRODUCT AND PERSONAL BRANDING ARE WORLDS APART. WHEN IT COMES TO PERSONAL BRANDING, THIS GENERATION HAS BEEN SOLD A BILL OF GOODS. WITHOUT A DISTINCT COMPETITIVE ADVANTAGE, A VALUE PROPOSITION THAT TRULY SETS YOU APART FROM COMPETITORS, ALL YOU’VE GOT IS A DIFFERENCE WITHOUT A DISTINCTION. YOU MAY LOOK OR COME ACROSS DIFFERENT, BUT IN THE CUSTOMER’S EYES, YOUR PRODUCT IS NOT DIFFERENTIATED.
La Cotorra Bilingüe
5. A billion people make a lot of noise. I once read this tweet by serial entrepreneur Naval Ravikant: “1999 to $5M to launch a product, 30M serious computer users... Leverage / $ is up 100,000x.” He’s right, except for one factor: competition. It’s so cheap and easy that a billion people are generating online content via WordPress, Facebook, YouTube and Instagram. You’d have a better chance of being heard across the stadium at a Denver Broncos game.
09
6. It’s a lousy time to have a service business. Commodity products like paper clips and jellybeans are nearly impossible to differentiate -- unless they’re made by Apple, of course -but in general, it’s a lot easier to market a proprietary product than a service business like coaching, Web design, or, ironically, content marketing. Like it or not, most service businesses are like paper clips and jellybeans.
7. Originate, don’t regurgitate. Most web content is either complete nonsense or regurgitated riffs on original content by real experts, journalists or writers. Neither type is worth what content generators are paid to write it -- which isn’t saying much. Google’s algorithms know the difference between the cheap and easy stuff and quality content and, more importantly, so do customers.
7 Inconvenient Truths About Content Marketing
Leading Article
10
La Cotorra
By Martin Zwilling
STARTUP
STRATEGIES TO GAIN FROM
YOUR LIMITATIONS
Bilingüe
11
As Clint Eastwood once said, “A man’s got to know his limitations.” Every new entrepreneur soon realizes he or she has some big ones, but very few figure out how to use these them to their advantage. I believe that the I to turn constraints into competitive differentiators and new opportunities is a trait that separates the great entrepreneurs from the “wannabes.”
12
La Cotorra
DO IT YOURSELF WITH NEW TOOLS RATHER THAN HIRE OUTSIDE HELP They look for creative solutions to problems that are inhibiting progress, rather than the conventional solution of outsourcing or hiring people. For example, many founders now use makerspaces such as TechShop to build prototypes without the costs and long lead times of manufacturers. FOCUS ON A TOP PRODUCTIVITY BOTTLENECK EACH WEEK Startups funded by large venture-capital investments rarely think about productivity. I can think of cases where executives actually created make-work activities to keep idle people on the payroll in case they might be needed later. It’s better to use creativity and tools to find better ways of doing things. USE BIG CONSTRAINTS TO DRIVE INNOVATION Doing things the way they have always been done only works with unlimited resources. Constraints are great motivators to finding a better way, or maybe even deciding that something doesn’t really need to be done at all. Sometimes the quality of a result is inversely proportional to the amount of money spent
STRATEGICALLY REDUCE THE BUDGET ON YOUR MOST EXPENSIVE PROJECTS It always amazes me how work expands to exceed any deadline or budget, and, conversely, how the important work still gets done when budgets and staffing are cut. Apply the 80 to 20 rule for maximum value, and urge people to work more efficiently rather than longer hours.
THE FACEBOOK BUSINESS MODEL OF OFFERING A PRODUCT FREE TO CUSTOMERS WHILE GAINING REVENUE FROM ADVERTISING WAS BORN OUT OF THE NEED TO SURVIVE AS A BUSINESS WHILE OFFERING A FUN SERVICE. BY CONTRAST, AS A STARTUP INVESTOR, I STILL SEE TOO MANY ENTREPRENEURS LOOKING FOR ANOTHER CHECK TO KEEP THEM GOING -- WITHOUT ANY CONVINCING PLAN TO EVER BE SELF-SUSTAINING.
 
13
BilingĂźe
FIND PARTNERS TO COMPLEMENT YOUR STRENGTHS If you have a great product and need customers, find a partner with many customers who needs a new product. If your strength is building businesses, find a partner who is a technologist. These are win-win situations requiring less resources and time for each side.
LOOK FOR DISRUPTIVE SOLUTIONS RATHER THAN LINEAR INNOVATIONS Without constraints on pricing and size, computers would still look like mainframes rather than fit in your wristwatch. The most successful and innovative solutions come from understanding and honoring constraints -rather than feeling like the victim of limitations.
CREATE NEW BUSINESS MODELS AND NEW WAYS TO MEASURE VALUE Focus in recent years on social issues and saving the environment has created whole new industries, including solar power and the electric automobile. On the business side, we now have the subscription model, the freemium model and others. There is still room for many more.
Entrepreneurs need to celebrate the fact that constraints and limitations are sources of opportunity in the marketplace, and sources of profit and competitive advantage inside the business. Get past the victim mentality -- where every limitation is seen as an inhibitor to the realization of the vision. The challenge of being an entrepreneur is in being able to turn constraints into advantages for fun and profit, and enjoy the journey as well as the destination. Are you having fun yet in your new venture, despite the limitations?
14
Statistics
La Cotorra
GERENTE DIVISIONAL CARLOS IRAPUATO 91 LEÓN PALMAS LÓPEZ LEÓN PUNTA SUR SALAMANCA
AGUSTIN GONZÁLEZ ANGEL AGUAYO
JUÁREZ PLUTARCO JUÁREZ CAMPOS ELÍSEOS
56
PACHUCA TULA
33
January
15
Bilingüe
GERENTE DISTRITAL 44 JUÁREZ PLUTARCO
BLANCA HERNÁNDEZ
31 PACHUCA TULA
LOIDA SERRANO
24 TECMAC ECATEPEC
LUIS VILLEGAS
16
Statistics
La Cotorra
GERENTE COMERCIAL ISAAC GONZÁLEZ GUADALUPE RODRÍGUEZ RODOLFO RAMIREZ
JUÁREZ PLUTARCO JUÁREZ CAMPOS ELÍSEOS
41
PUEBLA
27
MAZATLÁN
13
January
17
Bilingüe
MEJOR SUPERVISOR 28 CUERNAVACA
ANDRES GONZÁLEZ
26 PACHUCA
JUAN GONZÁLEZ
18 ACAPULCO
ANDRES GONZÁLEZ
18
Statistics
La Cotorra
MEJOR OFICINA 1
JUÁREZ PLUCARCO
53
2
SAN JUAN DEL RÍO
39
3
CUERNAVACA
28
4
PUEBLA
27
5
PACHUCA
26
January
19
Bilingüe
2016 NACIONAL 6
SALAMANCA
25
7
LEÓN PALMAS
23
8
IRAPUATO
22
9
LEÓN PUNTA SUR
21
10
SAN LUIS POTOSÍ
20
20
La Cotorra
Statistics
CUADRO DE HONOR 1
JESSICA SALGADO
SAN JUAN DEL RÍO
21
2
ISAAC GONZÁLEZ OSCAR NAVA
JUÁREZ PLUTARCO SAN LUIS POTOSÍ
20
3
ALEJANDRO SÁNCHEZ
MERIDA
4
ADRIANA HERRERA
ACAPULCO
5
ElSA JIMÉNEZ GILBERTO MARTÍNEZ
TECAMAC / ECATEPEC NOGALES
19 18 16
January
21
CLUB DE ORO
21 20
1
JESSICA SALGADO
SAN JUAN DEL RIO
2
ISAAC GONZÁLEZ OSCAR NAVA
JUÁREZ PLUTARCO SAN LUIS POTOSÍ
3
ALEJANDRO SÁNCHEZ
MERIDA
4
ADRIANA HERRERA
ACAPULCO
5
ELSA JIMÉNEZ GILBERTO MARTÍNEZ
TECAMAC/ECATEPEC NOGALES
6
HECTOR REYNAUD JORGE ISLAS RICARDO AGISS
LEÓN PALMAS IRAPUATO TEXCOCO
15
7
ANDRES GONZÁLEZ
CUERNAVACA
8
ARTURO SOTO RAUL ESCAMILLA
SALAMANCA PACHUCA
14 13
9
DANIEL GUERRERO ELSA ROJAS MAGDA CUEVAS
JUÁREZ PLUTARCO SALAMANCA NUEVO LAREDO
12
10
VALENTÍN MARTÍNEZ SAN JUAN DEL RÍO GUADALUPE RODRÍGUEZ SAN LUIS POTOSÍ
11
11
JULIA SILVA ULISES ZAMARRIPA MARY CALLARDO
10
MONTERREY LEON PUNTA SUR TIJUANA
19 18 16
22
Statistics
La Cotorra
INSCRIPCIONES 5 . - PA C H U C A , H G O
1.- JUÁREZ PLUTÁRCO, CHIH R E P R E S E N TA N T E
A
B
AGUSTIN GONZALEZ (G.DIV)
C
D
T
A
R E P R E S E N TA N T E
4
5
9
9
A N G E L A G U AY O ( G E R E N T E D I V I S I O N A L )
0
6
6
6
L O I D A C A S T R O ( G . D I S T. )
0
20
20
20
RAUL ESCAMILLA
5
8
13
13
12
12
J U A N C A R L O S G O N Z A L E Z ( S U P. )
3
6
9
9
0
0
I T Z AYA N A P I L A R A PA R I C I O
1
1
2
2
ALICIA HERNÁNDEZ (G. DIST) ISAAC GONZÁLEZ (G. COM) DANIEL GUERRERO
1
11
FRANCISO RODARTE EQUIPO
1
1
1
O S C A R VA Z Q U E Z G A R C I A
A D R I E L LY M A D R I D
1
1
1
T O TA L O F I C I N A
ANGÉLICA CARRILLO
4
4
4
48
53
53
T O TA L O F I C I N A
1
0
4
2.- SAN JUAN DEL RÍO, QRO
A
B
C
1
D
T
A
1
2
2
10
0
0
16
26
26
A
B
C
D
T
A
7
13
13
6.- SALAMANCA, GTO R E P R E S E N TA N T E CARLOS LÓPEZ (GERENTE DIVISIONAL)
R E P R E S E N TA N T E
B
C
D
T
A
3
4
14
21
21
10
11
11
ARTURO HERNANDEZ HERNANDEZ
6
6
6
C A R L O S E R N E S T O A L FA R O A L E M A N
1
1
1
31
39
39
JESSICA
A
SALGADO HERNANDEZ
J O S E VA L E N T I N M A RT I N E Z R A M I R E Z
1
T O TA L O F I C I N A
4
4
3 . - C U E R N A VA C A , M O R R E P R E S E N TA N T E A N D R É S G O N Z Á L E Z L O Z O YA ( S U P. ) E S T E FA N Í A V E R G A R A L Ó P E Z
ARTURO SOTO CASTRO
6
ELSA ROJAS
6
6
12
12
T O TA L O F I C I N A
12
0
0
13
25
25
A
B
C
D
T
A
7 . - L E Ó N PA L M A S , G T O R E P R E S E N TA N T E CARLOS LÓPEZ (GERENTE DIVISIONAL)
A 10
B
C
2
4
D
T
HECTOR REYNAUD
1
14
15
15
D AV I D P R I E T O
2
3
5
5
A D E L I N A B E LT R A N
2
A
2
14
14
5
9
9 AMERICA RAMIREZ
OFICINA
4
1
18
3
5
5
28
28
T O TA L O F I C I N A T O TA L O F I C I N A
0
7
4.- PUEBLA, PUEB R E P R E S E N TA N T E
GUILLERMO LUNA CORTES
A
B
C
1 5
2
1
5
0
0
18
23
23
6
3
R E P R E S E N TA N T E
A
B
C
D
T
A
D
T
A
11
11
11
5
8
8
JORGE ISLAS
7
8
15
15
2
4
6
6
1
1
1
22
22
CARLOS LÓPEZ (GERENTE DIVISIONAL)
6
6
C O R A I M A V I L L A N U E VA
2
2
2
GUILLERMO ROSALES
18
27
27
1
PEDRO ARIZPE T O TA L E S :
2
1
8 . - I R A P U AT O , G T O
GUADALUPE RODRIGUEZ (G.COM.) M A R I A A N T O N I E TA R A M I R E Z ( S U P. )
2 1
T O TA L E S :
10
0
0
12
January
9 . - L E Ó N P U N TA S U R , G T O R E P R E S E N TA N T E
A
17.- TECÁMAC, EDO MEX B
C
D
T
A
U L I S E S Z A M A R R I PA
1
JOSE LUIS GUERRA
2
1
OFICINA 3
1
0
8
10
10
7
9
9
2
2
2
17
21
21
10.- SAN LUIS POTOSÍ, SLP R E P R E S E N TA N T E
A
O S C A R N A V A L O P E Z ( G . D I V. )
7
T O TA L O F I C I N A
B
C
D
T
A
4
9
20
20
7
0
4
9
20
20
R E P R E S E N TA N T E
A
B
C
D
T
A
L I C . A L E J A N D R O S Á N C H E Z ( G . D I S T. )
4
0
0
15
19
19
T O TA L O F I C I N A
4
0
0
15
19
19
A
B
C
D
T
A
ANDRES GONZÁLEZ (SUPERVISOR)
T O TA L O F I C I N A
5 5
3 0
3
10 10
18 18
18
C
D
T
A
ELSA JIMENEZ (SUP)
2
10
12
12
T O TA L O F I C I N A
2
10
12
12
D
T
A
ELSA JIMENEZ
4
4
4
LIZZET VILLEGAS
8
8
8
T O TA L O F I C I N A
4
12
12
D
T
A
7
9
1 8 . - E C AT E P E C , E D O M E X R E P R E S E N TA N T E
A
B
C
19.- TOLUCA URAWA, EDO MEX R E P R E S E N TA N T E
A
NAZARETH GONZALEZ LÓPEZ
2
H E R Y E S C A L O N A P. ( G . C O M . )
2
T O TA L O F I C I N A
4
0
0
7
11
11
R E P R E S E N TA N T E
A
B
C
D
T
A
JIMENA JIMENEZ
2
2
2
MÓNICA GALLEGOS DIAZ
1
2
2
BERENICE RAMOS RAMOS
4
4
4
2
2
2
10
10
18
13.- NOGALES, SON
B
C
2
1
L U I S A L F R E D O V À Z Q U E Z ( S U P. ) T O TA L O F I C I N A
R E P R E S E N TA N T E
A
B
C
D
T
A
G I L B E R T O M A R T I N E Z ( G . D I S T. )
7
0
1
8
16
16
T O TA L O F I C I N A
7
0
1
8
8
16
14.- TEXCOCO, EDO MEX
7
0
0
3
R E P R E S E N TA N T E
A
B
C
D
T
A
M A R Y C A R M E N G A L L A R D O ( S U P. )
3
4
3
10
10
T O TA L O F I C I N A
3
0
4
3
10
10
B
C
D
T
A
21.- TIJUANA, BC
22.- IGUALA, GRO
R E P R E S E N TA N T E
A
R I C A R D O A G I S S ( G . D I S T. )
2
T O TA L O F I C I N A
2
B
0
C
D
T
A
2
11
15
15
R E P R E S E N TA N T E
A
2
11
15
15
J H O N ATA N R O S A S C A S T R O ( G . D I S T. )
1
1 5 . - M A Z AT L Á N , S I N R E P R E S E N TA N T E
B
20.- LA PIEDAD, MICH
12.- ACAPULCO, GRO
ADRIANA HERRERA
A
J A V I E R V I L L E G A S ( G . D I S T. )
11.- MERIDA, YUC
R E P R E S E N TA N T E
R E P R E S E N TA N T E J A V I E R V I L L E G A S ( G . D I S T. )
CARLOS LÓPEZ (GERENTE DIVISIONAL)
T O TA L O F I C I N A
23
Bilingüe
A
B
C
D
T
A
RODOLFO RAMIREZ (G. COM)
3
10
13
13
T O TA L O F I C I N A
3
10
13
13
1
1
GABRIELA ESPINOSA MORALES
3
3
3
VICENTE ESCORCIA
4
4
4
FERNANDO MARTINEZ
2
2
2
T O TA L O F I C I N A
1
0
0
9
10
10
R E P R E S E N TA N T E
A
B
C
D
T
A
23.- MONTERREY MITRAS, NL
1 6 . - N U E V O L A R E D O , TA M R E P R E S E N TA N T E
A
B
C
M A G D A C U E VA S
2
9
1
T O TA L O F I C I N A
2
9
1
D
0
T
A
JESUS ALBERTO ESCAMILLA FLORES
1
12
12
J U L I A S I LV A S E G O V I A ( G . D I S T. )
3
3
3
12
12
T O TA L O F I C I N A
8
9
9
0
1
0
5
24
24.- SAN MARTIN TEXMELUCAN, PUEB R E P R E S E N TA N T E
A
B
C
D
T
31.- MONTERREY GUADALUPE, NL A
R E P R E S E N TA N T E
MARIA VERGARA (SUP)
3
3
3
JULIA SEGOVIA (G. DIST)
JOSE LUIS ROMERO
1
1
1
J AV I E R E S C A M I L L A
1
1
1
1
3
3
6
8
8
IVONNE GARCIA M AY R A R A M O S
2
T O TA L O F I C I N A
2
25.- OBREGÓN, SON
Statistics
La Cotorra Bilingüe
0
0
T O TA L O F I C I N A
A
B
C
R E P R E S E N TA N T E
A
B
C
D
T
A
3
7
7
3
7
7
A
3
3
3
0
0
0
3
3
3
A
B
C
D
T
A
3
3
3
T O TA L O F I C I N A
0
0
0
3
3
3
A
B
C
D
T
A
OFICINA
2
2
2
T O TA L O F I C I N A
2
2
2
D
T
A
0
0
T
A
0
0
T
A
0
0
T
A
0
0
T
A
0
0
T
A
0
0
T
A
0
0
33.- DURANGO, DGO
R A U L S A U C E D O ( G . D I V. ) BRENDA ORTIZ
4
T O TA L O F I C I N A
4
0
0
26.- TULA, HGO R E P R E S E N TA N T E
T
32.- CULIACAN, SIN
AGUSTIN FERRER TENORIO
R E P R E S E N TA N T E
D
R E P R E S E N TA N T E RAUL SAUCEDO (G. DIVISIONAL)
A
B
MARIANA
C
D
T
A
1
1
2
2
3
3
3
2
2
R E P R E S E N TA N T E
7
7
T O TA L O F I C I N A
O S C A R VA Z Q U E Z G A R C I A A N G E L A G U AY O ( G . D I V. )
2
T O TA L O F I C I N A
2
0
1
4
27.- MONTERREY TECNOLOGICO, NL R E P R E S E N TA N T E
A
B
J U L I A S I LV A S E G O V I A ( G . D I S T. )
1
1
T O TA L O F I C I N A
1
1
B
C
3 4 . - C I N TA L A PA , C H I S A
B
C
3 5 . - C H I L PA N C I N G O , G R O
D
T
A
5
7
7
0
5
7
7
C
D
T
A
R E P R E S E N TA N T E
A
B
C
D
T O TA L O F I C I N A
28.- JUÁREZ NUEVO, CHIH R E P R E S E N TA N T E
A
FEDERICO SOLANO
1
1
1
PA O L A A R I Z M E N D I
2
2
2
BERENICE RODRIGUEZ
4
4
4
0
1
0
6
7
7
A
B
C
D
T
A
3
3
3
1
3
3
4
6
6
29.- JUÁREZ CAMPOS ELISEOS, CHIH R E P R E S E N TA N T E
R E P R E S E N TA N T E
A
B
C
D
T O TA L O F I C I N A
A L O N S O L Ó P E Z ( G . D I V. )
T O TA L O F I C I N A
36.- MONTERREY CENTRO, NL
3 7 . - N AV O J O A , S O N R E P R E S E N TA N T E
A
B
C
D
T O TA L O F I C I N A
38.- OAXACA, OAX R E P R E S E N TA N T E
A
B
C
D
T O TA L O F I C I N A
I VA N M O R E N O ( G . C O M . ) PA O L A A R I Z M E N D I
2
T O TA L O F I C I N A
2
0
30.- TUXTLA GUTIERREZ, CHIS
0
3 9 . - TA PA C H U L A , C H I S R E P R E S E N TA N T E
A
B
C
D
T O TA L O F I C I N A
R E P R E S E N TA N T E
A
J U A N C A R L O S L E Z A M A V Á S Q U E Z ( S U P. )
1
B
C
D
T
A
5
6
6
0
0
R E P R E S E N TA N T E
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T O TA L O F I C I N A
ROMEO NIÑO RODRIGUEZ T O TA L O F I C I N A
1
0
0
5
40.- TUXTEPEC, OAX A
B
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La Cotorra
Graduation
December
Bilingüe
SAN MARTIN TEXMELUCAN Décima Generación. Personalidades que nos acompañaron: Miss. Connie Ruiz de Chavez, C.P. Luís Rojas , Lic. Jessica de San Juan del Río, C.P. Guillermo Luna, C.P. Martín Luna del edo. de Puebla, Refugio Ramirez Madrid regidor de educación. Cabe mencionar que tres alumnos desatacaron en su aprendizaje: Gabriel Muñoz Sánchez en tan solo tres meses Alejandra J. Chavaje Ávila en cuatro meses Daniel Sandoval Cortés, en ocho meses. ¡ FELICIDADES!
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