Lima Consulting Group Capabilities Brief

® (866) 500-LIMA (5462) www.limaconsulting.com 1

Capabilities

Brief


Founded in 2004, Lima Consulting Group (LCG) helps

companies develop, deploy and measure their business

and online marketing strategies. We offer a range of

professional services that complement our online

marketing strategy consulting service, including online

marketing, website and ecommerce development,

implementation services, business process consulting,

and project management services.

We work with the leading web analytics solutions provider, Omniture, and with the

leading on-demand business management software, NetSuite. We maintain

technical certifications with many other technical solutions such as Google,

Microsoft, Ektron, SalesForce, MX Logic (now McAfee) and many e-mail marketing

platforms.

We describe our capabilities by aligning our capabilities with our client’s business

models. We find that many of our clients know that they have a business challenge,

but they often express concerns that they ―do not know what they don’t know‖ when

it comes to identifying answers. By organizing our offering by business model our

clients more easily identify the services needed to address their challenges.

We work with four business models. Each model has many variations and many

companies utilize more than one within their organization. It is also important to note

that the nearly all of these models are used by the industries we serve.

Business Models Description

e-commerce business For those companies that sell their products and services online,

or that connect others who do.

Services For companies that perform services in behalf of a client. This is

the broadest of the models and includes initiatives to lower costs

to serve clients such as the online banking model.

Digital Publishing For those companies that sell their digital content.

Digital Advertising For those companies that profit by advertising to their online

audience.

We help companies develop, deploy and measure

their business and online marketing strategies.


What Makes Lima Consulting Group Different?

We’ve always believed that to grow our business we have to offer the most value in

the marketplace for the segments we reach. We do that in four ways:

(1) Consultants First. We focus on advancing our clients interests before

our own or those of our technical partners. We’re problem solvers first,

not promoters of technology. That’s why we call ourselves a Consulting

Group.

(2) Relentless Thinking From Teams of Experts. Companies don’t make

money- people do. The skills needed to win in the online marketing and

business software industries will continue to accelerate in line with the

pace of innovation. Our role is to help you develop and deploy

appropriate marketing strategies and tactics to provide engaging

relationships with each of your client segments. To do this successfully,

we recognize that our people must provide highly specialized skills as

they collaborate in a multi-disciplinary team. We train our consultants to

be subject matter experts within their discipline and highly collaborative

in their interactions with equally talented experts from other disciplines.

Because innovation waits for no one, we are relentless in our thinking

and in exceeding expectations.

(3) Proven Processes, Methods & Frameworks. Because we understand

that no organization has unlimited resources, we know how important it

is to align your people, processes and technology with your business

objectives. Lima Consulting has a unique methodology that aligns

business objectives with the appropriate marketing execution and

software needed within your organization. We go beyond executing a

creative brief because we start with

strategy and end campaigns by

measuring results so that we can make

recommendations to improve the

strategy, execution and campaigns in

subsequent initiatives.

(4) Deep & Breadth of Expertise. Whether

we’re developing traditional or digital

marketing strategy, conducting

implementation services, executing

tactics or measuring results we’ve

worked awfully hard to attract and

retain a team of all-stars. Our team has

experience in leading marketing

companies, technology organizations

and consulting firms.


We understand that bringing a new relationship into your organization has its

challenges. We are consultants first, relentless in our commitment to solving your

challenges, who bring world-class marketing, business and technical backgrounds.

We are one of a very few companies who can help marketers develop the appropriate

strategies, tools, tactics and measurement to accomplish their business and online

marketing objectives.

We have offices throughout Latin America to bring our clients world-class resources

at an excellent value. Our teams become an integral part of each client’s marketing

efforts, which means long-term effectiveness and exceptional cost-efficiency.

Industries We Serve

Industries

Lima Consulting Group serves professional services firms, financial services,

distribution companies, e-commerce stores,

media companies, publishers and

advertisers of all sizes and government

agencies at the state and federal levels.

We also focus on companies interested in

reaching Spanish speaking markets be they

in Latin America or the United States.

Geographies

We have offices in the United States,

Uruguay, Colombia and plan to open one in

Brazil in the fall of 2010.

How is Lima Consulting

Positioned to Help?

We are not a digital agency.

We are not a management consulting firm.

We are not software innovators.

We are integrators who stand at the center of the strategy, technology, execution and

measurement of online marketing and business strategy initiatives.

We often hear from our clients that our clients are dissatisfied with marketing


consultants who don’t understand how to benefit from information technology and

that their technical practitioners don’t understand how to relate software or online

marketing to their business. Our clients generally work in environments where they

also are held accountable to consistently improve marketing result. Over time, the

hodge-podge of software makes it difficult to measure results, new strategies prove

too difficult to implement and what you can do is often confined or defined by

technical or human resource limitations.

So with each budgeting cycle our clients undergo a process that often looks like the

process outlined in the graphic below: they develop their traditional and online

marketing strategy, select the technical solutions to support the intended strategy,

execute the plan and then measure the results from end-to-end. Assembling a

coherent and integrated plan to effectively put all of this together is also a skill-set in

and of itself, but not one that marketers are generally prepared to conduct.

The consultants at Lima Consulting Group are integrators that stand with you at the

center of these four disciplines (1) strategy, (2) tools, (3) execution and (4)

measurement of your online marketing and business initiatives.

Our Strategic Framework

Since 2004 we have worked hard to

improve our processes to address our

clients’ needs. Our methodology is

simple, comprehensive and easy to

deploy across the four business

models we serve. Our methodology is

four step process that incorporates

the disciplines needed to play and

needed to win in online marketing.


Think Lima Consulting Group is best known for delivering cohesive and integrated online marketing

strategies. Developing strategy starts with an understanding of business objectives. From

there, Lima Consulting Group’s collaborates with you to make a recommendation on an

appropriate online marketing strategy. We help define objectives and goals, set your

expectations and determine how results should be measured. The deliverables at this stage

generally include the roadmap for the life of the strategy.

We have offerings to audit the existing content, analytics posture, technical solutions, and of

course, the effectiveness of existing strategies.

Tool We identify the software, systems and even processes needed to execute the strategy.

Sometimes we make recommendations on human resources, training and we implement the

software needed to run a successful and integrated online marketing strategy.

Technology should not define or confine the desired business processes; rather they should

support them. Business requirements and process maps are very helpful tools we deploy to

ensure we get this step right.

Do Executing a strategy often involves the coordinated management of internal and external

resources. We often manage these processes and resources for our clients to ensure the

desired outcomes.

Measure and Adjust This is where we help our clients make more money and gain efficiencies. We hold routine

meetings to review the performance of campaigns and identify new areas for testing. As we

gain more consumer insights, we offer recommendations on how to create new experiences

for our clients.


Whether we are implementing a web analytics solution, a website, developing an

online marketing strategy or an accounting system for your organization, Lima

Consulting Group uses the four step methodology.

The below project plan represents a typical approach we take in a client engagement

and may vary for your project.

Reports, Dashboards Scheduled

Lima Consulting Group Web Development Design Process

Think Tool Do Measure

Discovery & Research

Define Key Performance Indicators

Marketing Team

Web Analytics

Team

Creative Team

Software

Development

Business Analysts

Business Requirements

Functional Requirements

Content Audit

Content Migration

Funnel Development

Launch

Testing

Usability Testing

Prototype

Wireframes

Process Engineering

Navigation Map & Site Map

Online Marketing Plan

Template Implementation

Creative Brief

Online Marketing

TeamOn-Site Activities

CMS Framework

Represent deliverables

Editorial Calendar

Off-Site Activities

2009 © Lima Consulting Group, LLC


Service Offering Line Up

Consulting Services

Online Marketing Strategy

Business Process Analysis and

Engineering

Custom Application Development

Technology Purchasing Decisions

Website Traffic Analysis and

Campaign ROI

Online Marketing

Pay-Per-Click Advertising

Search Engine Optimization

E-Mail Marketing

Link Building

Internet Media Buying

Web Analytics Analysis

Web Analytical Implementation

and Audits

Online Marketing Consulting

Services

Campaign Evaluation

Interactive Media

Web site development

Software as a Service for E-mail

marketing campaigns

Creative Services

Digital Graphic Design

Logo and Branding Development

Business Solutions

Customer Relationship

Management Systems

Content Management Systems

Vendor Selection and

Implementation

E-commerce system selection

and Implementation

Market Survey Systems and Polls

E-Learning Systems

Vertical Solutions

Defense Industry

Financial Services

Professional Services

Field Service Organizations

Franchises

Manufacturers and Distributors

Associations and Non-Profits

Technical Solutions

Certified Google Consultancy

Omniture Certified

Implementation Partner

NetSuite Certified

Implementation Partner

Ektron Certified Implementation

Partner

Salesforce Certified Reseller

MX Logic Certified Reseller


The Team

Paul Lima, e-Business Consultant and Founder

Paul brings twenty years experience in serving industry, government

and non-profit organizations.

Prior to starting Lima Consulting Group, he spent seven years in the financial

services industry. He held various positions at SEI Investments (SEIC), a $5

Billion dollar company, where he developed business and technology strategies and was

responsible for new product development and service offerings.

He also served in the US Army and most recently served as a Reservist as the Deputy

Commander of the unit supporting the Defense Information Systems Agency (DISA), the

Agency responsible for the IT Infrastructure for the Department of Defense. Mr. Lima held

Board Positions with the National Society of Hispanic MBA’s and founded an ―English as a

Second Language‖ program in his community. Paul speaks Spanish and Portuguese and

serves on the Philadelphia Boards of Alumni for his Alma Maters, West Point and Wharton,

and as the Chairman of the Greater Philadelphia Hispanic Chamber of Commerce.

Paul holds an active top secret security clearance (TS/SCI). He earned a Masters in the

Management of Technology awarded jointly by the University of Pennsylvania’s School of

Engineering (SEAS) and the Wharton School and holds a B.S. from the United States Military

Academy.

Alan Colmenares, Director for Business Development, Andean Region

Alan Colmenares has over twenty years experience in technology in sales,

thought-leadership and Venture Capital. As the Director of Business

Development for Lima Consulting Group he is responsible for growing sales.

Prior to working with Lima Consulting Group, Mr. Colmenares held senior executive

roles at Compaq Computer, Intel, Oracle and SAS Institute in Latin America and the United

States. Mr. Colmenares has extensive experience developing and executing business

development strategies as well as selling through channels and developing robust channel

ecosystems.

Mr. Colmenares was the Strategic Investment Manager for Intel Capital in Mexico and Brazil.

Prior to that, he surpassed sales objectives at Intel Corporation where he achieved 130% of

his regional sales objectives and at Oracle where he consistently exceeded his sales

objectives. Prior to moving to Latin America in 1995, Mr. Colmenares worked in Silicon

Valley at software and hardware companies such as Santa Cruz Operation (SCO),

NetManage, Inc. and Madge Networks. Prior to moving to Silicon Valley, Mr. Colmenares was

an advanced engineer at a Pennsylvania-based defense contractor.

http://www.seic.com/

https://adwords.google.com/select/ProfessionalStatus?id=TydizVvAv_ygixm0MK2vig&hl=en_US


As a thought leader, his research and articles has been publishes in Computer Reseller

News, InfoWorld, and VarBusiness. He holds a Bachelor of Science in Electrical Engineering

from Lehigh University in Bethlehem, PA as well as an MBA from INALDE Business School in

Bogota, Colombia.

Nicolas Cano, Software Architect

Nicolas manages the technical aspects of client engagements. He is a subject

matter expert in several programming languages and has over eight years

experience in developing applications with NetSuite. Other software solutions he has deep

experience include Sharepoint, Ektron, Omniture, and common open – source solutions

such as Drupal, Joomla, and Magento and others.

He holds a Bachelors of Science Degree in Computer Science from the Technical Institute of

Buenos Aires and a Masters of Science Degree in Software Engineering from the University

of Madrid. He is fluent in English and Spanish.

Brian Leatherberry, Marketing Strategy Consultant

Brian Leatherberry is a marketing strategist. He specializes in helping clients develop their

marketing strategies and integrating them into an integrated methodology that supports

their business objectives. He was a former brand manager for Tylenol and Imodium, and at

Campbell’s Soup, and has held senior marketing executive roles at IMS Health, the nation’s

largest provider of pharmaceutical use data.

Brian is a graduate of Temple University and earned an MBA from the Wharton School of the

University of Pennsylvania.

Milton Huezo, Operations Manager

Mr. Huezo has eight years experience in managing complex technical and business

projects. He is responsible for the quality of the services rendered by LCG. His experience

in retail, financial services and the insurance industries brings depth to the "Applied" within

the LCG philosophy: Strategy Applied Results SM.

Previously, Milton co-founded Infinity 2, where he managed the company’s marketing

department. He is a specialist in developing, implementing, and measuring lead generation

programs, search engine optimization, e-mail marketing and all forms of pay per

performance internet advertising. He has experience in conducting analysis for the

effectiveness of marketing campaigns through the use of quantitative modeling and web

analytics software and is a certified Omniture consultant.

He holds an B.A. from Dickinson College and an MBA with emphasis in E-Business from the

University of Phoenix.


Karen Johnson, Financial Manager

With over seventeen years in the accounting industry, Karen brings key insights into the

purchasing decision of General Ledger systems and consults on how best to setup systems

and processes to provide routine reporting for leaders.

Paul E. Lima, Sr. (Major General, Retired) – Business Development

Paul E. Lima, Sr. is responsible for marketing and sales of Federal contracting opportunities

with Alfonso Cotto-Rivas. Paul brings a seasoned perspective of over forty six years in

marketing and managing various international businesses in the automotive, consumer

goods, defense, insurance and financial services industries. Most recently, Paul managed

the international businesses lines for Northwestern Mutual Financial Network. Prior to that,

Paul managed the Latin American (LAM) international insurance business interests of ITT

Hartford, and before that, the LAM insurance businesses of AIG.

Prior to that Paul managed product lines for Black & Decker in LAM, and prior to that he

managed the LAM business relationship for PACCAR, the holding company for Kenworth and

Peterbuilt trucks. Paul is also a retired Major General Officer from the US Army Reserves

where he served as the Deputy Commander and Chief for the Southern Forces, representing

America’s military presence in Latin America and the Caribbean. Former President Clinton

appointed Major General Lima as the lead US Advisor to the Haitian government during the

Haitian crisis.

Paul also speaks Spanish, Portuguese. He currently holds the highest security clearances

awarded by the Department of Defense (an active TS/SCI). Paul holds Masters Degrees

from the Darden School of Business, Boston College, and the US Army War College, and is a

graduate of the United States Military Academy.


Lima Consulting Group Values

Integrity

Do what’s right, legally and morally. Integrity is a quality developed by adhering to

moral principles. It requires that we do and say nothing that deceives others. As our

integrity grows, so will the trust others place in us.

Selfless Service

Put the welfare of clients, the company, and subordinates before our own by placing

loyalties to the values of the organization before personal gain. The basic building

block of selfless service is based on the commitment of each team member to

persevere in making contributions while placing our clients’ interests first.

Duty

Exceed the expectations of others. Your personal expectations demonstrate who you

are, and since companies don’t make money, people do, our people are the best

metric others have in assessing our company’s future. Doing your duty means more

than completing a job. Duty means that we execute as part of a team. It’s not

enough to get great results for our clients; every member of the team owes it to the

team to grow along the way.

Respect

Treat others with dignity and respect while expecting others to do the same. Respect

is what allows us to appreciate the best in other people. Respect is trusting that all

people have done their jobs and fulfilled their duty. This attribute starts with self-

respect which results from knowing we have put forth our best effort. We are one

team and each of us has something to contribute.

Passion for Thought Leadership

Get out in front of our clients’ needs by anticipating their challenges through foresight

and relentless thinking. Objectively council our clients by drawing on our collective

experiences and through disciplined thinking. Innovate, use imagination and use

technology to address their objectives. If your passion for getting results isn’t at

100%, let someone else serve the client.

325 Chestnut Street

Suite 405

Philadelphia, PA 19106

(866) 500 — LIMA (5462)

®

Lima Consulting Group (LCG) helps companies develop, deploy and measure their business

and online marketing strategies. We offer a range of professional services that complement

our online marketing strategy consulting, including online marketing, website and

ecommerce development, implementation services, business process consulting, and

project management services. We are integrators who specialize in web analytics, business

management software and content management systems. Our customers include AmeriGas

(NYSE: APU), Lazard Alternative Investments, IQuote.com, the Philadelphia Zoo and the

University of Pennsylvania.

www.LimaConsulting.com

http://www.limaconsulting.com/

http://www.limaconsulting.com/