Cultural Context
Latin Americans have been in London since the 18th century. Some liberators such as Simon Bolivar, Jose de San Martin and Bernardo O’Higging spent time in London, a city where they met like-minded Latin Americans who were interested in revolutionary ideas.
Latin American migrants have risen significantly since then, findin high concentration in areas such as Lambeth, Stockwell, Brixton, Holloway, Seven Sisters and Finsbury Park.
Even though the Latin American community still growing, their ethnicity is not recognised as a category in the census, making it harder to know how many Latin Americans are in the United Kingdom, this data gap means that local authorities struggle to understand the need for healthcare and community services. Also, there is a personal impact when ticking the “other” box, as it makes them feel invisible or not part of a community at all.
Places like the Latin Village in the North of London, has given Latin Americans to enjoy familiarity in a country where everything is different, including the language, education and culture. Places like this can help Latin Americans to reconnect to their roots. Unfortunately, Haringey’s council agreed to tear down the Latin Village, which has been existing for more than 50 years, to replace with 196 flats and a smaller retail space. Latin Americans liken this proposal to demolishing Chinatown, making them feel underrepresented. The latin American community in Elephant and Castle went through the same situation but they won several important concessions, including a larger relocation fund and a trader’s panel.
There are different ways to raise awareness of the Latin American culture, a way to do this would be using different marketing strategies to promote Latin American local businesses, for example, listing their businesses on Google, blog posts introducing their businesses, improving their social media presence, email marketing, press releases and updating information in platform such as Yelp.
Even though the internet has many advantages like being one of the main ways to connect consumers with businesses, improve the reputation of a business and increase awareness. It can also have negative effects, business reputations have been unfairly damaged being one of them.
Business Context
My website is going to be focused on the Latin American community, and my aims are to promote this community through the services they offer to the residents, to make everyone feel welcome to this community, and consequently to increase sales, as I would like users to explore this community and get involved as well. Therefore, my target audience would be locals and visitors in London.
Competitors
I have been trying to find a Latin American website which focuses on promoting local businesses but I haven’t been able to find one with this objective. I found some sites focusing on other aspects. These are:
- Latin American House: Social inclusiong and well being of Latin Americans.
- Latin American Bureu: it is a charity, similar to a news platform.
- Chatica: Latin American online store.
- Clauk: To raise awareness of the issues facing Latin Americans in the UK.
- LatinoLife: it is a bit similar to TimeOut but base in the Latin American community.
- Slas: Association covering the Latin American society and culture.
I want to create a niche website, this is why my topic is not only local businesses as it would be too general, therefore, focusing on the Latin Americans would be a more specific segment but it won’t be too niche so it is worth pursuing. At the beginning of the project I was considering of covering just Colombian businesses but then I would have the issue of my audience being significantly reduced.
Revenue Generation
Addmore, revenue generation is one of the main activities I would like my website to engage in at some point, but this would be once I have a steady traffic. Something I am sure about is that my website to have a free business model, I would like the information to be free for the users, meaning that I will probably use other methods to generate income.
Despite of not knowing what visitors my website might have, I can say that it will probably include Latin Americans, locals and people who would like to try a new coisine. Based on this supposition, I can have a (roughly) plan to monetize my website. For example, At some point I can sponsor content as long as work well with my content and it is relevant and transparent, I can also use my skills to set some simple classes as it can be a good wat to help and generate income too. Also, my website can have an ad space which will be sold directly to companies.
Aditionally, this website can be a proof of my skills, leading to other opportunities in areas such as photography, web design, marketing, illustration and branding.
SWOT Analysis
In order for me to assess better my current position I have done a SWOT analysis about me completing this project to decide on plans that will help for the development of it.
My strengths are: I am part of the Latin American community, giving me an advantage in understanding their needs and also in having contacts that can help me to complete this project. Also, I have skills such as design and marketing that can be useful for these businesses, and my photography skills will draw more attention of business owners to this project.
My weaknesses are: I have no market presence in this field, meaning business owners my trust me and my skills in order to agree to this project, I am vulnerable to being sick affecting my schedule, and multitasking can affect my time management.
Opportunities are: if the website goes well, it can be expanded to other areas of United Kingdom, and local businesses are more popular than before making it the perfect moment to start this project.
Threats are: not accomplishing the deadline sucessfully and potential businesses not being interested in my project.
Based on this analysis, an strategy I would take would be contacting businesses that have a not very strong online presence as they will be more willing to be part of this project. I would alsohave a presentation ready to show my artwork and work experience, so they have an idea of my work. Also, I should have a clear schedule in a way that I can accomplish every task I have in mind. In case business owners hesitate I will try to persuade them by offering them high quality photographs at the end of the project.
Twitter Description
A website to promote the Latin American culture through the services they offer to the residents.
Feedback
- I must think of an attractive way to present my website to my target audience, thinking of what would persuade them to get involved in the Latin American community and what they would expect form this community that they cannot expect from other communities.
- I should start using a newsletter to known my audience before deciding to start a lesson.
- It would be a good idea to create a questionaire to ask input from business owners and consumers, asking questitons such as, what info would be good to display on a website?
- I should have 3 to 5 business information for the prototype.
- My target audience should be more insightful than just local and visitors.