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This Mexican startup wants to digitize records to make receptions more secure



October 13, 2020 5 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Opinions expressed by Entrepreneur contributors are their own.

When you have an appointment at a company, most likely you will meet by phone and when you arrive at the place, they will ask you to sign up in a notebook so they can have the record.

After that there is a waiting time in which they notify the person with whom you have the meeting and while all that happens, you have already touched the entrance, reception, notebook and pen that thousands of people have already touched previously, which today It’s like asking for a COVID-19 infection .

Lobbyfix is a software designed for hosts of offices, businesses, receptions, to be able to have a complete and secure record of the people who frequent the facilities. In this way, they can avoid the crowds that usually form around them and have a better organization for the good of all.

The project arose in April 2018 from a business incubator, which from the beginning has been supporting them with their expenses, and guiding them to make their way between their clients and the industry in general.

“We wanted to create a tool that will provide security, that they have a complete record of their receptions,” said Isabel Martínez, in charge of the platform, in an interview with Entrepreneur en Español .

It is a 100% Mexican startup , being one of the few in its class that offers this type of service and that circulates within the Mexican economy to support businesses from within to activate sectors that have been paralyzed by the contingency.

Its offer is not only for large companies that receive hundreds of clients a day, on the contrary, it is focused on all businesses that seek to have better control and organization, make the time of all those involved more efficient and improve the performance of the companies. together.

The way it works is through people’s names and email addresses. The identification is personal, with a QR code, it can be read by the cell phones of each person, so that contact with outside objects is minimal and makes the check-in at the facilities more effective.

Being an innovative system in the hospital environment for companies, there is not much culture regarding the use of this type of systems, or even what the long-term benefits may be. Isabel commented: “The notebook is arguably our biggest competitor.”

“I think our biggest challenge has been to educate the industry about the digitization of their businesses,” continued Martínez.

It is not an exaggeration to say that the COVID-19 pandemic has been difficult for everyone, but Lobbyfix, after thinking about how they were going to fight it to save the business, decided to turn it around to support all the people who, due to various circumstances , require leaving their home to work.

But the system includes the function of having an inclusive contact tracing, where it is possible to know where a person has been and in case of emergency, to be able to contact the people who were close to them to restrict contagion. This is a feature of interest that can be very useful to health authorities.

Their business model is based on monthly subscriptions. The visitor traffic that a business obtains is the way in which the commission that the company would have for providing the service is measured. For small businesses there is a free plan that allows them to access the benefits of the platform, however, for businesses with more than 100 visitors a day, the subscription costs around 500 Mexican pesos.

“All the necessary locks were put on the software to protect the security of the data,” said Isabel, speaking of the interface in charge of taking care of the information.

Despite the fact that the pandemic allowed them to innovate their services, by 2021 they plan to analyze which sectors of the industry need the product the most, being retail or a more industrial one, and thus customize the product to meet the necessary requirements for the new normal.

Of course, the challenge for the future will be: “add security without hurting the experience.” Alliances with other companies to increase the reach of the system will be just as important.

One option would be to create an alliance with a company dedicated to putting up turnstiles, so that, in the future, just by scanning the entry QR code, they know who you are and let you in. The entire process only touching the absolutely necessary objects.

Everyone’s fear is understandable in the face of a precarious situation and difficult to understand, however, it is necessary to continue innovating to overcome the current health crisis, gradually changing habits for a healthier coexistence.


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‘The Alignment Factor’: The Keys to Internal Alignment



October 22, 2020 7 min read

Opinions expressed by Entrepreneur contributors are their own.

This is the first in an exclusive series of articles from Total Alignment authors Riaz Khadem and Linda Khadem titled “The Alignment Factor.” Check back in every Thursday for new installments. 

Every entrepreneur knows that alignment with the market, or external alignment, is vital to the success of the . But what about internal alignment? Internal alignment is just as important and includes the alignment of people in an organization to work efficiently and collaboratively to fulfill the purpose of the company.

The alignment of people has two distinct characteristics: alignment with a center and alignment with movement. The first is primarily in the realm of thought; the second in the realm of action. In alignment with the center, the thinking of people is aligned with a single point of reference. In alignment with movement, people’s talents and energies are directed to activities related to the execution of to move the organization toward its vision.

Successful startups provide a good example of alignment with the center. Cohesion with a center is manifested in the leadership of the entrepreneur. The entrepreneur’s mission becomes the mission of all, and the alignment with a center is assured. The entrepreneur’s keen sense of the needs of the market translates into a vision of the future and a strategy for achieving it. Vision and strategy set the direction for the movement of the workforce.

Related: The 4 Levels of Organizational Alignment

If the company is successful, momentum generated from this two-fold alignment spurs it to significant levels of growth and success, which further reinforces the alignment with the center and with movement. A state of alignment exists in most successful startups, as the twin conditions of alignment are simultaneously present.

Challenges of Misalignment

As a company continues to grow and expand, misalignment inevitably creeps in. Things become increasingly complex, and many issues arise. For example, financing the growth may become difficult. Staying up to date with the needs of a changing market is a challenge, and the inability to receive timely and relevant key information to guide decisions becomes a roadblock.

As a business continues to scale up, the need for financial resources and new talent often dilutes the control and even influence of the original founder. Soon, the alignment is lost as new voices are heard and new people bring in their own vision and input. Often the new perspectives are what the company needs, but how does the internal alignment survive all these transitions? The entrepreneur is unable to sustain the two-fold dimensions of internal alignment.

As the organization grows larger, so does the challenge of misalignment, overt or covert. Misalignment slows the progress of the organization and disempowers the committed team, while promoting the personal agendas of individuals. Many entrepreneurial organizations fail during scale-up.

The Alignment Solution

To help the organization during this scale-up process, a new structure is required. It is wise to avoid the trap of adopting old structures and practices where misalignment can easily enter and prosper. A fundamentally new infrastructure is needed to deliver the firm’s promises and in a state of alignment. A series of transformational processes becomes necessary for building that infrastructure and using it to navigate through the scale-up phase of growth.

The transformational process must begin by engaging the entrepreneur and the top team in meaningful conversation with everyone’s participation. At this stage of expansion, a new mission and core values should be defined to serve as the new center of alignment. Agreement with that center is assured when everyone is involved and provides input into the creation of the mission and values. The same team should engage in formulating a shared vision of the future and strategies to realign with the market. The vision and strategy that emerge from such a process sets the direction of movement for all employees. 

It is important to guard the process of alignment from being misaligned itself. Alignment must not be forced. True alignment will come about naturally through active participation, involvement and understanding. Further, the actors in this alignment activity must know that alignment enhances, not diminishes, the of everyone. Creativity and are the necessary elements of growth. In an aligned state, when the direction of movement is clear and the responsibilities are spelled out, the individual’s creativity becomes more focused on fueling the speed of movement rather than flowing haphazardly.

The value of the process of building an infrastructure of alignment must be clearly understood and agreed upon in order to ensure the sincere participation of all the parties. Without understanding and wholehearted acceptance, the process will not truly result in alignment. Personal opinions abound and should be channeled in a constructive flow to contribute to the transformational process. For this reason, the facilitation of the process must be done with care, patience and respect for everyone’s point of view. A positive and attentive approach in facilitation eventually wins any natural resistance to this effort.

 The Role of Methodology

The existence of methodology is key to implementing internal alignment. It is far easier to unite different points of view in the presence of a sound methodology that everyone understands, rather than the exchange of differing opinions without a methodology. It is far easier to facilitate consensus in a group consultation, for example, in the presence of a set of ground rules for discussion that everyone accepts.

With the correct methodology being used, the following results should be forthcoming: an inspiring mission, vision and values; creative strategy; clear accountability; cross-functional collaboration; access to data; enhanced competencies; and ability to deliver value to customers.

What Does Alignment Look Like?

In a state of alignment, the organization has an inspiring mission guided by core values that are never violated. The mission is not just making money. Rather, it is about providing some service or product that add to human prosperity. Mission gives everyone meaning to their jobs, a reason to strive for excellence.

The organization has a vision of success and goals for delivering its worthy mission. Goals are challenging and require effort and creativity to reach. A strategy for achieving vision has been devised based on a sound strategic process and the involvement of the organization’s strategic thinkers.

Strategy to achieve vision has set the direction for all employees. It is a roadmap to success that is specific enough to allow each employee to find his or her clear path of contribution to its success, yet flexible enough to change with the changing external environment.

In a state of alignment, each individual contributes to the execution of strategy (vertical alignment), as well as collaborates with others (horizontal alignment). In a state of alignment, a rhythm of conversation in teams and between collaborators is present to consult on progress, devise plans of action, act and then reflect on action aimed at sustaining alignment and moving the organization forward toward its vision.

Related: Getting Employees to Tell the Whole Truth When You Need to Hear It

The state of alignment has immense power and will enable the entrepreneurial organization to stay united, survive the difficult scaling up phase and emerge with extraordinary success as a recognized player in its market. It has the power to bring positive change based on fulfilling its well-defined and worthy mission while adhering to meaningful core values.


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Amazon opens a new headquarters and several shipping centers in Mexico



The retail giant seeks to meet the high demand for its products in the Aztec country with its centers in the State of Mexico, Jalisco and Nuevo León.

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October 22, 2020 3 min read

This article was translated from our Spanish edition using AI technologies. Errors may exist due to this process.

Amazon reported that it will expand its operations in Mexico through new shipping centers in Apodaca, Nuevo León , and in Tlajomulco, Jalisco , which will be added to a building in the State of Mexico as well as 12 new delivery stations.

As reported by the company in a press release, this expansion will represent the creation of 1,500 direct and indirect jobs.

“The growth of Amazon’s operations in Mexico reflects the commitment to our customers in the country, while allowing us to offer an unsurpassed service and shopping experience,” said Diego Méndez de la Luz, Director of Operations and Fulfillment Services at Amazon. in Mexico in the statement.

These new shipping centers seek to “ensure that people receive their items on time and reliably.”

These new buildings, according to Amazon, represent around 69 thousand square meters (a space greater than the total surface of the Azteca Stadium).

In this way, Amazon’s operations in Mexico have five shipping centers, two support buildings, two sorting centers and 27 delivery stations for logistics services.

With support from state governments

Amazon appreciated that the new centers were achieved with the support of state governments.

“We appreciate the significant support of the governments of Jalisco, Nuevo León and the State of Mexico, for allowing us to expand our presence and provide new services; we will continue working hard to deliver the products they need to our customers,” said Méndez.

In this regard, the Governor of Nuevo León, Jaime Rodríguez Calderón mentioned that “we are very excited that a renowned company such as Amazon has decided to expand its operations in Nuevo León to open its first shipping center in the north of the country.”

For his part, Enrique Alfaro Ramírez, Governor of Jalisco , pointed out that “this new investment is great news for Jalisco because it represents an important economic benefit, the creation of hundreds of jobs and the confidence of private initiative in our state.”

Finally, Alfredo Del Mazo Maza, Governor of the State of Mexico , indicated that “this makes the presence of Amazon in our country very relevant and we are very pleased that it has chosen the State of Mexico to install this space.”

Image: Amazon


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Learn These 5 Personality Strategies to Supercharge Sales



October 22, 2020 6 min read

Opinions expressed by Entrepreneur contributors are their own.

Have you ever tried to pitch someone your idea and for some reason they just didn’t seem to engage? tried to encourage his best friend, Linkletter to buy the surrounding property around . Linkletter did not see the opportunity and passed. Ironically, the Fujishige family saw the potential and bought fifty-six acres for $2500. Decades later they sold the land back to the Disney Corporation for just under $100 million. How can one person see an opportunity when another one passes on it?

This is what author Woody Woodward calls the 20/80 Rule. His newest book “D.R.I.V.E. Sales” focuses on the five distinct “buying personalities” he’s identified. Each of us inherently speaks one language (20 percent), and in doing so, accidentally alienate the other 4 buying personalities (80 percent). The process of recognizing the distinct motivations of the customer you’re pitching makes a dramatic (or even exponential) difference to your selling success. When Walt was pitching, he was not connecting with Art’s buying .

Related: Is Your Personality Permanent? New Research Says ‘No.’

I spoke to Woodward this week about his findings. In short form, the five buying personalities depend on what makes you feel most important. They are as follows:

  • Director. You like experiencing life and life’s purpose. You thrive on freedom, , performing, overcoming, and appearance.
  • Relator. You thrive on relationships, influence, service, family, friends, parents, and spirituality.
  • Intellectual. Your priorities are knowledge, learning, health, nature, moment, standards, and organization.
  • Validator. Your hot buttons are recognition, acceptance, , trust, respect, validation, and being needed.
  • Executive. Your tickets are winning, control, work, goals, security, providing, and problem-solving.

Here’s an easy exercise you can do right now. Simply rate the five personalities in the order of what makes you feel important.  The result is your buying personality profile. I had no idea what to expect for my own – but when I walked through the exercise the result was distinct.

While in actual life I’d be a Relator or an Intellectual, when it comes to making a sizeable purchase or investment, I behave like an Executive: I’d look first and hardest at the proof of return and the ways the decision would make my life better, which would mean I’d respond most strongly to reviews and third party testimonials (this is true). I’d focus on the big picture more than the details of how to achieve it. Others who fall in this model include Phil Knight, Steve Wynn, Ruth Bader Ginsberg (I’m honored), Serena Williams, and John D. Rockefeller.

In all, my profile came out as E.D.R.I.V. This is important in that every customer you present to will have both Primary and Secondary motivations for buying. To the extent you are able, it is important to understand those nuances, too.

There are myriad examples of large-ticket purchases that would have had an astonishing impact for both buyer and seller but never happened. Why? In large part because the proposition being presented didn’t meet the right buying criteria that would have resonated for them.

Related: Why You Should Embrace Your Competitive Personality

Steve Jobs offered his first boss, Nolan Bushnell, the founder of Atari, one-third of Apple for $50,000. Bushnell passed. CEO Chris DeWolfe was offered Facebook for $75 million by Mark Zuckerberg, but he too passed. This problem of pitching to the wrong D.R.I.V.E. (buying personalities) goes back for centuries, Woodward notes in the book. Western Union was offered the telephone from inventor Alexander Graham Bell for $100,000. The offer was disdainfully rejected with the pronouncement, “What use could this company make of an electrical toy.”

The first step to making your pitch more attractive to your customer base is to identify how the benefits of your product or service meet the five buying personalities. Cell phones are probably one of the most widely saturated products. However, each D.R.I.V.E. buys for a different reason. A Director benefits because they can be free and independent doing business anywhere. A Relator wants to connect to family and friends anytime. An Intellectual is buying it to be more efficient and organized. A Validator benefits from social media apps and how they encourage their relationships, while an Executive wants to be able to win and excel at their goals. 

So once you’ve identified the benefits of your product and the buying personalities for your prospective customer or customers, the way to accelerate your sales is to show, don’t tell the way your product answers their needs.

For example, Woodward recalls in the book the challenge the Center for Science in the Public Interest (CSPI) faced in alerting the public to the relative safety (or danger) of movie theater , with 30 grams of saturated fat for a medium-sized serving, as illustrated in the book “Made to Stick.” 

With an eye toward the buying personality of movie customers (“It’s a treat, it’s a part of my lifestyle and it’s how I relate with my family”) the CSPI stepped away from the scientific explanation of the danger. Instead, they created a visual that showed the average medium serving of popcorn contained more artery-clogging fat than a bacon-and-eggs breakfast, Big Mac and fries for lunch, and a steak dinner with trimmings, combined. The story was an instant sensation and not only had buyers’ attention, resulted in nearly all of the nation’s biggest theater chains announcing they would move to a healthier oil.

Related: Tailoring Your Sales Pitch to Your Customer’s Personality

Additionally, if the selling process leaves you stuck, you move to the strategy of P.I.C.K.S., an acronym that stands for Parables (stories around the proposition), Identify Needs (specific to the recipient), Calls to Action (limited time opportunities to act), Keep in Touch (persistence counts) and Surprise Them (follow up with a delightful offer they would have never anticipated).

In all, whether you’re an experienced seller or a novice, these ideas could boost your outcomes substantially. I will definitely give them heed and I suggest every current business owner consider them strongly as well.



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