thank you for the invitation an honor to be
I’m not exactly a name here
precisely a man of faith but equally
I am very honored to be here in front of the
father alex and curita gonzález also
actually when when when I
they invited me to think about what I’m going to talk about
I’m not a test fanatic since I
I met a while ago and the promise of
test ideas worthy of being shared
it’s really a huge pressure that that
they put you and I had a few
weeks of insomnia thinking that I could
talk to you today and in between insomnia
I finally thought that he could see me with
this
my mom mom who talked about what
I can talk to my son talk about something that
you like to talk is what you like most or
not fame always solving the
problems so easily what things I
I really like it
I like a lot of things but I
like dogs for example me
they love dogs
since I was a kid I’ve loved almost all
I remember my memories of life
how in dogs g that have me
accompanied whoever takes out he likes the
dogs to the Antarctic Havana
curiosity to those who like cats
please retreat and and if always
I have liked dogs not only
it’s about the dogs that you have nearby and
that you like but also a little
the dogs because you can feel empathy
I do not know if it has ever happened to them
they are at a traffic light and vein a dog
out there desolate 76 million
Dogs in the streets of Peru looking for
food looking for water darling and and without
However we ignore it is a little
that feeling I do not know if you have
felt like me for the dogs but
a feeling like I should not
being this way suddenly happens to them for the
dogs also suddenly happens to them
when you do not see that you’re
deforesting mother of God or when they see
Quechua is becoming extinct
I do not know very well if it will be for the
dogs but I’m sure there are
something that you see from time to time
when they say uy
that should not be so and yet
when it happens to us like that what
we ignore we do not let it happen, not because
we are more people not only because
we have things to do also not
we are examining University
next Tuesday
or we have to reach the sales goal
or we have to finish our thesis or
take care of our family that if I’m not
that we are more people but we ignore
a little bit that that discomfort not in my
case always ignored discomfort
because I wanted to do a business and and with
the epic one out there with my friends
started a company and did not start to go
all right
the innovation consultancy and with large
customers banks and large companies in
six countries and a spectacular team
incredible results happy customers
all the news as successful as what to
they would think normally though
same when you get to the traffic light
the dog looks at you again and tells you
when months a little time not all
between all the customers and maybe that
be an idea worthy of being shared not
what would happen if the dogs were
my client as well as a bank does not
can contract to do innovation
what would happen if the dogs of the
suddenly they became
capitalists and they said let’s make a
company
so that was an one an idea that
It caught our attention that we started
explore then what do the
dogs to set up your company
the ruc topics that tell you when the
cachimbo in college and first thing
you need a company a vision a
purpose point number one a purpose
of putting the letter a purpose already
we have a purpose is to build a
world better for dogs simply
a purpose as simple as making
dogs are happier world
spectacular since we already have a first
point
check we have a purpose now the
dogs says no and I already have
I already have a purpose and we already have a
established company we already have our
ruc we need now
good a brand in the world of
humans
brands are everything if you do not ask
a ted does not read the marks are our
mind something that meets or some determined
value then to that purpose of some
way we have to build a brand
but that mark could mean that
example 52% of humans
let’s live in a house where there is a dog
which brand could take advantage of that value
so big that they are the relationship between
humans and dogs
then we think what we want to do
is a brand that gives a pool the
dogs what can be the voice of the
dogs
bush but if not then what if it is
that the voice of the dogs spectacular
we already have a powerful purpose like
that as we saw with raised hands
many of us can feel identified
than to build a better world for
dogs and we already have a brand that
embodies that purpose and that is
contagious and that without having to
explain it everyone knows or intuits
that has to do with dogs the
first time you hear now that
we need good and we are that the
brand have some kind of exposure
because if it’s not just an idea that
it’s in a drawer and it’s useless
so what things do we have to
propose to dogs and your company
they have to invest in media they have to
invest in advertising
what is the problem but its mission
It does not have a handle like we do with
dogs since they do not have a sun
then we have to think of some
way to give you art exhibition
exposure to this brand but starting
from the premise that we do not have good
sitting but nevertheless I told him he makes a
while more than half of people
we live in a house where where
there is a dog and that probably
may interest
some media that are massive that
would happen for example if we are looking
to the trade that is famous in the
main daily in terms of scope
in Peru and we propose that the
news that they build that have
what to see with dogs frames them inside
from an off zone and let’s say the
trade adds to buff in his dream of
build a better world for dogs
and what
before that website say there in
the trade as everyone is that they raised
the hand that is helping dogs
to do what I always wanted to do
then suddenly we have out a
alliance with a newspaper and that section that
we create and where we write the
content in addition to soon happens to have
500 thousand visits per month of content that
we create always designed for
that those who read it not only sees
our brand but so that he also sees
our purpose and we can some
way to help dogs help
with that content
and that we can do with panels in
the streets and the same thing we can do with
radio and television and we can search
media that compete with each other to see
which is positioned in front of its audience
as the daily diary or buff
medium that most wants to build a world
better for the spectacular dogs
we have a purpose we have a brand
which is contagious and we also have a
mark that hundreds of thousands of Peruvians
we owe all the months that are missing now
for that company that is always missing
need sales
if you do not have a company, not how can we
we do for that company
generate income in some way
good as this here has to do with
helping donations is not what all the
world would think I would not recommend a
client of mine who bases his strategy of
growth in donations is not
sustainable is not scalable because
we always want to help we want to base
all in donations
we can not appeal to the scale of the
solidarity but we can appeal to the
scale of the market then buffet is
a company that does not accept donations
but what things and can do or do
sponsorships for example what if it is
that we put brands to compete for
see who wants to use our buff in his
marketing and who pays more to
dogs to use in their marketing that happens
is that we do licensing and
we started to build for example not
veterinary hoof or buffet food 5 kilos
for your dog and five kilos for a dog
from the street
now that the 2018 school campaign is coming
book bag backpack notebooks
buf am not that we can Licensing
do
we can not do development
products because we do not invent ourselves by
example a pet insurance
So, if one third of the
Peruvian is insured because one third
of the dogs also not no not to affiliate and
We earn 20 soles per month to our
dogs to make sure that if you
spend something we do not have to incur
veterinary costs you would not buy
I’m going to look for your data and
it starts to look a bit and then
Touch is not an NGO
joel you are doing one more company
touched is for profit we do not say
is for profit as if it were a
terrible thing
Of course it is for profit but
is for profit for dogs
is for profit for dogs that
they are the real entrepreneurs behind
this and with the success of these products
what things can we start doing as
for example to give food to the a
the dogs of the hostels
only so far this year we have
delivered more than 75 tons of food
to dogs in the streets to the dog the
semaphore 75 tons of
food
we have given more than 200 dogs for adoption
we have had more than three million
voters three million people have
read the news that we have
written for them and finally what
it ends up happening is that unlike
of other types of companies is here
It strengthens alone because because what happens
when we help the dogs when I eat
we say we pay dividends to the
our brand dogs are strengthened or
because this is a brand that really
is doing the voice of the dogs
because the dogs are truly
seeing benefited and when the brand is
stronger the dogs is easier
get an exhibition area and with
more exposure it’s easier to get more
income and with more income we can
help more
then it begins to grow in spiral
every time you look for the return the most
great and that allows us to be ambitious
and it does not stop until we go out in the bag
and that’s there is one of the ideas
I wanted to share with you but not
only that because I told him that in my
case were the dogs but this model
this circle should be able to apply other
purposes
we should be able to see the trees as
if it were our client and create them a
brand and find your own allies
exhibition and create your own products
and the same with the plastic that is
being our seas and the same with the
that he took with anything that we
bothered and stressed the importance of
be something that bothered us in Peru is
a country of entrepreneurs and in the
recent years it has become even more
as fashionable the theme of wanting to be
enterprising and wanting to win up to Peru and
make a mobile application and we’re
forgetting the most important thing that is
build from a purpose in listening
the voices that really matter
voices does not necessarily have to be
something that the university says to you the voices
they can be through the gaze of the
dog the traffic light or the voices too
you can be my mom recommending that
talk to them
thank you very much
me
”
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