A special edition of EY Mexico

Adrián Gilef Cervantesand Octavio Oropeza Medicus

2 | Emprendedor

Contents

345678

1013

18202122232426

Opening Message

The Best in WEOY 2013

Winners Network and Exchange

EY’s Collaboration in INDAEM

Projects

Women Who are Breaking New

Ground

2013 EOY judges

Judges Cocktail 2013

2013 Hall of Fame

National Winner

Winner in Expanding Business

Winner in Development

Winner in Social Impact

Road to Monte Carlo 2014

Interview with Enrique Jacob

Rocha

Interview with Mario Marin de la

Serna

Emprendedor | 3

EY Entrepreneur Of The YearTM Mexico 2013

When we launched the EY

Entrepreneur Of The Year™

Mexico program in 2010, we

originally envisioned it as a forum for paying

tribute to Mexico’s entrepreneurs as they

drive the country’s economy and create most

of its job opportunities. However, since that

time we have realized that our program has

become so much more than this.

In fact, the EY Entrepreneur Of The Year™

Mexico program has become a catalyst

for dialogue and partnering between the

major players in Mexico’s entrepreneurial

community. The international reach,

the access to a vast network of global

contacts and the prestige our program

provides through its presence in more

than 50 countries, have given us a unique

opportunity to provide a voice for our

community of business visionaries to express

their needs and perspectives. It is not a

coincidence that, in the most recent issue

of the G20 Entrepreneurship Barometer

2013, Mexico was ranked as the number

two country in terms of the coordinated

support between stakeholders which is so

vital for creating a robust entrepreneurial

environment.

In this edition of the Emprendedor magazine,

we are proud to describe to our readers

some of the most significant achievements

of the EY Entrepreneur Of The Year™ Mexico

program, such as the ever-growing influence

of Mexico’s women entrepreneurs, the

creation of powerful tools for entrepreneurs

and compelling projects like the Global

Center for Entrepreneurship and Innovation

and the Strategic Growth Forum®, as well

as our work with the Mexican National

Entrepreneur Institute (INADEM) in various

government initiatives.

It is exciting to for us to consider that the

EY Entrepreneur Of The Year™ Mexico

program is really just getting started and

that it still has much more to offer. We are

certain that the enthusiasm and energy that

our entrepreneurs bring to our program

will lead the way for even better things to

come. We are confident that as time goes

by Mexico will rise up to take its place as

a world economic power and one of the

critical factors that will contribute to this

will be today’s entrepreneurs whose ideas

are already transforming Mexico’s business

environment of tomorrow.

Opening message

Mauricio GalindoMarketing Director of EY Mexico and Leader of the

EY Entrepreneur Of The YearTM Mexico Program

4 | Emprendedor

Entrepreneurship has been a game-changer for the economies of many countries around the world. For EY, encouraging entrepreneurship is a critical factor

for countries to bring improvements that ultimately translate into more opportunities and better jobs for their people, and sustainable growth for their economies.

The national winners of the EY Entrepreneur Of The Year™ programs from around the globe attended the World Entrepreneur Of The Year™ event held in Monte Carlo,

Monaco, this past June 5th to 9th, where the spotlight was placed squarely on the success and tenacity of 49 entrepreneurs from 47 countries.

This event is the culmination of the local editions of the Entrepreneur Of The Year program and it represents a unique opportunity for visionaries from around the world to come together, share ideas and create a business network with a global reach. Attendees also have the chance to hear the stories of a group of renowned speakers as they share the decisive factors of their success. This year’s speakers included:

• Kofi Annan, former Secretary General of the United Nations (UN) • Sir Timothy Berners-Lee, inventor of the World Wide Web• Sir Stelios Haji-Ioannou, founder and Chairman of The Stelios Philanthropic Foundation• Dambisa Moyo, writer and world-renowned

economist• Mika-Häkkinen, two-time Formula 1 Champion

Some of the key topics that this year’s speakers touched on in their conferences were emerging markets, making a difference to society, the workplace of the future, clean technology, sustainability, private equity and family businesses.

Mexico was represented at this year’s global forum by two prominent Mexican entrepreneurs: Rodrigo Herrera Aspra, Entrepreneur Of The Year Mexico 2010 Alumni, was this year’s judge chairman, while Lorenzo Barrera Segovia of Banco BASE and the national winner of the Entrepreneur Of The Year Mexico 2012 represented Mexico’s entrepreneurs by way of his innovation, strategic leadership and unrelenting entrepreneurial spirit. The World Entrepreneur Of The Year program is a golden opportunity for EY to celebrate the success of entrepreneurs from around the globe, and as we share their stories we hope to inspire others to make their own dreams come true so that we may someday pay tribute to their success.

World Entrepreneur Of The YearTM brings the top leaders and

business visionariesof 2013 together

in Monaco

The American dream wins the day

Hamdi Ulukaya was named the World Entrepreneur Of The Year 2013. Ulukaya was born in Turkey and founded his Chobani yoghurt company in New York in 2005, which launched the Chobani Greek Yogurt product two years later. Less than six years after it was founded, Chobani’s annual sales are approaching USD 1 billion. Chobani has three thousand employees and operates out of the largest yoghurt factory in the world. The company’s products are sold in Australia, the United Kingdom and the United States. In Rodrigo Herrera’s words, “Hamdi personifies the entrepreneurial spirit. He is a shining example for all entrepreneurs to follow. As judges, we were very impressed by his audacity and perseverance.”

Emprendedor | 5

EY Entrepreneur Of The YearTM Mexico 2013

Entrepreneurs give us a lot. That is why at EY we are always looking for new ways to help

entrepreneurs along their journey towards growth and positions of leadership. We see our Entrepreneur of the Year™ program as a platform for stimulating innovation by bringing the best and the brightest of the business community together in one place. For those who see the big picture, this network of contacts invariably leads to new synergies, joint ventures, acquisitions and expansion into new markets.

That is why we have aspired to take what it means to be an EY Entrepreneur Of The Year Alumni to the next level.

Networks for growing innovation and entrepreneurship

Being selected as finalist by our panel of judges is really only just the beginning of the Entrepreneur Of The Year experience for our participants. In fact, our winners immediately enjoy access to an exclusive online community we call the Winners Network.

This exclusive network connects its members with a group of high-achieving peers to learn from. Our Winners

What does it mean to be an EY Entrepreneur Of The Year™ Alumni?

Network portal, which can be accessed day or night, year round, offers users a series of tools that connects them with their contemporaries from around the world. The network was designed to create opportunities to learn about other EY Entrepreneur Of The Year Alumni, and to take part in special events and share information, advice, ideas, strategies for growth and much more.

One on one makes the difference

We believe that bringing great minds together makes great things happen. That’s why we created Exchange, a series of live events that bring together regional groups of entrepreneurs and general directors of high-growth companies in similar stages of development. At these sessions, participants have a unique opportunity to share strategies for getting ahead in the market and to learn from the experiences of those who have faced challenges and opportunities to their own. EY launched Exchange as a way of creating personal and professional relationships between the people who are shaping our economic future to help them develop solutions and build legacies that will make all the difference in today’s entrepreneurial ecosystem.

As an EY Entrepreneur Of The Year Alumni, you will benefit from:

Connections: access to the best minds in the business world.

Affinity: a community of peers who share similar experiences and business perspectives.

Knowledge: key content and information on past and present program winners and on other organizations focused on today’s most rapid-growth and entrepreneurial companies.

Influence: as a member of the most prestigious organization of entrepreneurs in the world, our alumni have the opportunity to influence public policy and to provide their unique perspectives regarding the complex challenges faced by today’s business.

Recognition: we celebrate entrepreneurs of the past, present and future, and their lasting contributions to their local, national and global communities .

Opportunity: to participate as a regional or national Entrepreneur of the Year™ judge, or as a speaker or participant at forums like the EY Strategic Growth Forum®, regional galas and other experiences designed exclusively for Entrepreneur of the Year Alumni.

For more information about our program, visit: ey.com/mx/eoy.

6 | Emprendedor

Understanding what makes entrepreneurs tick can be a fascinating exercise indeed, and

in fact, this is a subject we have put a lot of effort into both internationally and locally. Thanks to the EY Entrepreneur Of The Year™ program, we have had the opportunity to peer into some of the most dynamic business minds out there and we have worked to share what we have learned about entrepreneurship with others to better understand this critical segment of our economy.

Members of the EY Mexico Business Advisory department, lead by the EY partner Carolina Gonzalez Alcantara, recently lent its support to an initiative of the Mexican National Entrepreneur Institute (INADEM) aimed at classifying the types of entrepreneurs that exist in Mexico and how these differing personalities have lead to the creation of business models that are changing the face of business in the country.

Based on a brief interview conducted among several program finalists, who were asked about the history of their companies, the idea behind their businesses, and their recommendations for the next generation of businesspeople, the team came up with eleven different styles of entrepreneurs, each of which was exemplified by at least one of the finalists.

Understand to move forward

This is not the first time that the Business Advisory team has partnered with this department of the Ministry of the Economy. In fact, the Business Advisory team also worked with the INADEM on a project that involved monitoring and evaluating the incubators of the National Business Incubation System (SNIE), with both partners also working together to redesign the operating methodology underlying this system based on leading practices.

Due to EY’s excellent work from the outset of this project, our relationship with the INADEM has provided synergies that will undoubtedly lead to a better understanding of entrepreneurship in Mexico.

“We have been providing ongoing support to the Ministry of Economy and the INADEM, as well as to various organizations related to the entrepreneurial ecosystem. As a professional services firm we want to be closer to entrepreneurs. This project and our Entrepreneur Of The Year™ program helps us to understand the needs of entrepreneurs and help them guide their businesses to success”.Carolina Gonzalez Alcantara

What type of entrepreneur are you?

Based on an analysis of a number of finalists of the EY Entrepreneur Of The Year Mexico program, the Business Advisory team described eleven different types of entrepreneurial profiles, which include the exceptional, cautious, independent, incubator, creative, focused, charismatic and social entrepreneur.

We would like the catalog of information that we have unearthed as a result of our direct relationship with entrepreneurs to be the starting point for a better understanding of what it means to innovate.

Emprendedor | 7

EY Entrepreneur Of The YearTM Mexico 2013

Entrepreneurship is at the top of the agenda in Mexico, as entrepreneurs are seen more and more as the key to true economic development for the country. The

role of women in the growth of Mexico’s entrepreneurial community has clearly grown. According to the National Statistical and Geographical Information Agency (INEGI), Mexico currently has 461,500 women employers and 4.3 million more Mexican women are self-employed. At EY we have had the good fortune of hearing many of the stories of Mexican women who have either built their family businesses into international ones or started business from scratch and grown their companies around innovative business models. During Entrepreneurship Week, the INADEM created a forum for telling the success stories women entrepreneurs that put the spotlight squarely on the growing influence of Mexico’s businesswomen, and these featured business leaders include several of our program finalists and winners. These women were together at the event with other high impact businesswomen from varied backgrounds and businesses, and their presence reminded all who attended the event about the importance of women to Mexico’s entrepreneurial ecosystem.

Cecilia BribiescaCBR IngenieríaEntrepreneur Of The Year 2011Built around on Ms. Bribiesca’s commitment to meeting the needs of her customers through the installation of cost-effective environmental protection systems, CBR Ingeniería has positioned itself successfully in the water treatment and purification market by developing and selling of its own technologies.

Claudia FerraraSaniklinEntrepreneur Of The Year 2012Since starting out with just two employees nine years ago, Sanklin has shown impressive growth as a company that develops and sells biodegradable cleaning products, with a focus on corporate customers.

Gabriela LeónGresmexEntrepreneur Of The Year 2012

The other side of the coin: women who are breaking new ground

Leveraging their expertise in developing materials that are 100% biodegradable, Ms. Leon and her brother Sergio have created a new nanoparticle that kills viruses, bacteria, fungi and spores and that can be safely added to a wide range of antiseptic and sterilization products.

Adriana CamachoMundo GeniusEntrepreneur Of The Year 2013Built on Ms. Camacho’s passion for marketing and licensed product development, Mundo Genius was the top seller at the Pan American Games in Guadalajara in 2011.

Edna FongJazteaEntrepreneur Of The Year 2013Jaztea started out as a popular beverage sold at just one Chinese restaurant and eventually became a dynamic company with two production plants, more than 200 employees and international presence in the United States and Canada.

Norma GayaGaya Import’sEntrepreneur Of The Year 2013Ms. Gaya took her family’s passion for producing vanilla that spans back more than four generations to new heights by diversifying her company’s product line, which now fills the shelves of most supermarkets. She has also made it a personal mission to promote the continued production of Mexican vanilla by conducting research, holding forums and developing specialized greenhouses for vanilla orchids.

Tanya MossTanya MossEntrepreneur Of The Year 2013Created in 1995, the creative and innovative approach that drives the jewelry company that bears Tanya’s name now does business in Mexico, the United States, Europe and Japan. Originality, authenticity and top quality are the key values of Tanya Moss the company, and the Tanya Moss butterfly design has become a symbol of innovation and elegance in the fashion world.

The EY Entrepreneur Of The Year™ program recognizes the best and the brightest business minds and now works with the Mexican National Entrepreneur Institute (INADEM) to expand this effort.

8 | Emprendedor

Lorenzo Barrera SegoviaGeneral Director, Partner and Member of the Board of Banco BASEMexico 2012 National WinnerSince Lorenzo founded Banco BASE in 1984, he has successfully moved his company into a number of different areas of the financial sector, such as currency exchange, stockbrokerage and banking services, and he now shares the keys to his success as a member of various corporate boards and chambers of commerce.

Alfonso González MigoyaPresident of the Board of Directors and General Director of Grupo Industrial Saltillo (GISSA)Judge of the 2010, 2011 and 2012 EOY Mexico programsThe success of Alfonso’s career has been part of the growth stories of many of Mexico’s most prestigious companies and organizations, such as Grupo Cydsa, Grupo Financiero Bancomer, Coca-Cola FEMSA, the Mexican Stock Exchange, Banco Regional de Monterrey and the Instituto Tecnológico de Estudios Superiores de Monterrey.

Raúl Ferráez Pérez PascalRaul is the general director of the magazines Líderes Mexicanos and Petróleo & Energía in México, as well as of Latino Leaders in the United States.His leadership skills and acute business vision have helped turn his publications into real forums for sharing the experiences of other national and international business

EY Entrepreneur Of The Year TM

Judges

With their talent, experience and vision, our judges have forged successful careers for themselves and earned praise and prestige in the business community. Now, these leaders have lent their knowledge and experience to evaluate the entrepreneurs that have inspired all of us in business to continue to search for new ways to grow and innovate.

Leaders who celebrate their peers

Emprendedor | 9

EY Entrepreneur Of The YearTM Mexico 2013

leaders and companies. A prime example of this influence is the magazine Latino Leaders, which currently enjoys circulation of more than 100,000 copies throughout the United States.

Rodrigo Herrera AspraCofounder and President of the Board of Directors of Genomma Lab InternacionalNational EOY 2010 Mexico winner, Judge for the 2011 and 2012 EOY Mexico programs and Judge in 2012

and Judge president in 2013 for the EY World Entrepreneur Of The Year™With more than 17 years of experience in marketing and product positioning strategies, Rodrigo has turned Genomma Lab Internacional into one of the largest and fastest growing pharmaceutical and personal care product companies in the world.

The power of three: underlying our EY G20 Entrepreneurship Barometer 2013 is the idea that governments, entrepreneurs and corporations can spur economic success by working as a team. Through a series of interviews conducted among entrepreneurs from G20 member countries such as Saudi Arabia, Argentina, Brazil, China, the United States and Mexico, our EY G20 Entrepreneurship Barometer 2013 provides valuable information on how to revitalize the entrepreneurial ecosystem.

Our survey also reveals where each country ranks in their efforts to promote entrepreneurship based on five pillars of any successful business environment:

1. Access to financing2. Entrepreneurial culture3. Tax and regulation4. Education and training5. Coordinated support

Given Mexico’s recent focus on entrepreneurship, our country enjoys considerable influence in this year’s barometer. The creation of the Mexican National Entrepreneur Institute (INADEM) reflects Mexico’s efforts at the national level to build support for new businesses. The interviewees of Mexico section of the report include Pablo González Cid, CEO and founder of Café Punta del Cielo and an alumnus of the 2010 edition of the EY Entrepreneur Of The Year™ program. Pablo, along with other influential Mexican leaders, shares his outlook on Mexico’s progress in building up the entrepreneurial culture in Mexico, as well as the opportunities and challenges to innovation currently seen in the country.

Join the conversation on Facebook and Twitter: @EYNewsMexico, #G20ey, #G20eyMexico.

The entrepreneurial environment

“Every day we see up and coming entrepreneurs that represent Mexico’s future hope for growth of its economy and competitiveness. The most inspiring cases I have seen are those entrepreneurs who specialize in what they do and bring passion and discipline to their businesses. Being the best in your field is a key ingredient to success. Actions that encourage more entrepreneurs to get started must begin with motivating entrepreneurs to dare to act.

Being a judge for the program is a great honor for me but it is also a huge responsibility. The factors we use to evaluate and choose the winner are very clear, but there are so many extraordinary entrepreneurs in the field that choosing just one is a daunting task indeed. This has been a great opportunity for me to learn a lot and all the stories of trials and tribulations, and success, have motivated me personally.

Rodrigo Herrera Aspra

10 | Emprendedor

Our actions and personal stories define who we are. Getting to know entrepreneurs and

their growth stories gives us a better perspective on their companies and ideas. This is why, as part of the evaluation process for finding this year’s most remarkable entrepreneur, EY held the judges and finalists cocktail for the 2013 edition of the EY Entrepreneur Of The Year™ program. The EY Entrepreneur Of The Year is an exclusive award that honors the enthusiasm and success of those business leaders who dare to transform their ideas into profitable business models, and who create jobs for Mexico and boost the country’s economy.

The cocktail was held this past July 4 at the St. Regis in Mexico City and

EY Building a Better Entrepreneurial World

EY brings together visionaries from around the country to help stimulate entrepreneurship.

Emprendedor | 11

EY Entrepreneur Of The YearTM Mexico 2013

Judg

es C

ockt

ail 2

013

provided an opportunity for the judges to get to know the entrepreneurs and the stories behind their successful companies, and to network with other attendees.

Emilio Diaz, managing partner of EY’s Clients and Markets area, welcomed the participants and then introduced Francisco Alvarez del Campo, president and general director of EY Mexico, who expressed his appreciation for the opportunity to get to know those who have helped create a positive name for Mexico thanks to their innovative spirit.

Francisco spoke about the impressive accomplishments of Mexican entrepreneurs that the firm has been witness to since the Entrepreneur Of The Year program was launched locally some years ago. “Lorenzo Barrera is a shining example of entrepreneurship. He was the winner of the Entrepreneur Of The Year® 2012. In June of this year, Lorenzo represented Mexico in the

12 | Emprendedor

international edition of the program held in Monaco, where the best entrepreneur in the world was named.”

Francisco emphasized that each year the firm finds new ways to support and promote businesses. “We are constantly developing studies, services and tools that are extremely valuable to entrepreneurs looking to grow and innovate.”

Emilio Diaz mentioned that in 2013 there were 220 nominations from various states throughout Mexico. Of those 220 nominations, 47 entrepreneurs from 39 companies were chosen as finalists. The entrepreneurs who attended the cocktail and whose companies come from a wide range of industry sectors shared their opinions on matters related to access to financing, entrepreneurial culture, incentives, education, training, job creation, talent management, innovation and technology.

This event gave the judges and program nominees the chance to get to know each other, to interact, and to share ideas on entrepreneurship.

Emprendedor | 13

EY Entrepreneur Of The YearTM Mexico 2013

1

23

4

5

6

Salvador Abascal Álvarez Alta Produce The most important thing we can do is build, listen and create a positive environment where people feel free to propose ideas and solutions that allow companies to stay on top of their game.

Luis López Panadero Alta Produce Being an entrepreneur is an opportunity to reconnect with your life purpose, since the passion this creates can absolutely transform your reality.

Rodolfo Acosta González Centro Médico Puerta de Hierro I always try to look beyond my challenges and I have learned from my mistakes. This is how people can change and become successful.

Gary David Alazraki Yeroham Alazraki Films I would tell new entrepreneurs that it is good to know where they want to be in 10 years and to always remember that this vision should shape our decisions.

Hans Paul Backhoff Escudero Monte Xanic Wine culture in Mexico is relatively new, but the market is bound to grow and this newfound wine culture will create many opportunities in the wine market.

Mark Albert Hojel Schumacher Monte Xanic The entrepreneurial culture is built on having a purpose, and making this purpose known at all levels of our organizations to build a brand that motivates our people to give their best.

Benjamín Barona Coghlan Control Entrepreneurs are always looking for new challenges to overcome. They turn their actions into benefits for society at large as they create jobs and lift the economy.

Luis Eduardo Barrios Sánchez Hoteles City When a company knows how to move itself forward, its people get motivated and this is critical for staying ahead of the competition.

HallEOY 2013

ofFame

As they tell their stories, our finalists reflect the importance of promoting entrepreneurial culture for our economy and how creating a successful business requires vision, direction and patience.

14 | Emprendedor

7 1213

1415

16

89

10

11

Adriana Camacho Mundo Genius Mexico has a lot of untapped riches but the entrepreneurial culture is bringing these opportunities to the surface more and more every day.

Carlos Arturo Camacho Vivar Ecoshell There will always be people who say that your ideas are impossible. Only listen to those who believe in your vision.

Gabriel Carrillo Cattori Detecno Global leaders must stay aware of the fact that we need more entrepreneurs. They must create possibilities, incentives and other links between entrepreneurs and governments.

José de Jesús Castañeda Bañuelos Trucka Passionate, genuine and honest people are our organization’s greatest resource. Our primary interest is finding talented people that can take our company to the next level.

Joaquín Castelló Pérez Castel Plast Entrepreneurs need to love what they do. What we need to follow our dreams is passion. If you love what you do, and it fulfills you and excites, you’re doing things right.

Luis Ignacio Castillo Álvarez Lica Safety Depot The new generation of entrepreneurs has to be daring and never fear failure. We learn through our mistakes.

Simón Cohen Shamosh Henco I enjoy learning new things and growing every day, living passionately and doing things that bring happiness to those around me. I’ve learned that our positive energy rubs off on everyone around us. I learned how to learn.

Carlos Alfredo Cook Martínez CYMISA Education for entrepreneurs should focus on improving their areas of opportunity in order to make them better leaders.

Hugo D’Acosta López Grupo Casa de Piedra The challenge for entrepreneurs is to create institutional bases for projects that are flexible. Part of being an entrepreneur is passing on the torch to help future build successful businesses.

Andre El-Mann Fibra Uno A company doesn’t have to be big to be considered successful. We continue to grow and develop our company through our ideals of excellence.

Emprendedor | 15

EY Entrepreneur Of The YearTM Mexico 2013

17 22

23

18

19

2021

Jorge Iván Espadas Espinosa Blue Ocean Entrepreneurs are heroes because in our current environment, creating a company and making it grow is a huge challenge.

Elías Fasja Cohén Tycoon I’d tell future entrepreneurs to not model themselves after anyone. We all have positive and negative characteristics. Entrepreneurs should focus on their positives and on being themselves.

José María Fernández de Castro Zaldívar Fruver Being a successful entrepreneur has nothing to do with luck or chance - it’s the result of hard work, dedication, and acting on the dream to achieve something.

Edna Lizette Fong Payán Jaztea Being an entrepreneur is more than just creating a company - it’s about revolutionizing the entire ecosystem.

Norma Edda Gaya Goldaracena Gaya Imports I believe that besides struggling to achieve their dreams, future entrepreneurs must remember their roots and Mexico’s values in today’s world.

Daniel Gómez Iñiguez SOLBEN We’ve demonstrated that social projects that incorporate innovation can in fact create wealth and wellbeing.

Antonio López Navarro SOLBEN Technology has allowed people from around the world to have access to advanced knowledge that connects them globally and helps to cultivate high-impact ideas.

Mauricio Pareja Ballivián SOLBEN Besides having access to financing, entrepreneurs need to find the balance between their leadership roles and continuous hard work.

Guillermo Colunga Mata SOLBEN Entrepreneurs need to strengthen their understanding of financial matters and personnel management. This helps businesses develop faster.

José Ignacio Irigoyen Palacios Cinemagic Entrepreneurs must think big. They must not be limited by the resources they currently have. They must strive for more.

16 | Emprendedor

23 282930

31

2425

26

27

Roberto Carlos Quintero Vega Cinemagic Entrepreneurs must get the help they need to create certain key infrastructure, such as corporate governance, which will help them grow and have access to more financing sources.

Jesús Manuel Jiménez García Mister Tennis We must stay up-to-date on national and international trends to stay one step ahead of our customer’s needs.

Daniel Alberto Marcos Hadjopulos Inflección y Asesoría Leaders should not just share their ideas and passion. They must create independent-minded people with entrepreneurial spirits and the ability to take action and ownership of their passion.

Víctor Manuel Moreno Chain Consorcio San Pablo It is important that we as a country foresee and analyze changes in the market in order to exploit advantages that come are way and succeed in our businesses.

Angélica María Moreno Rodríguez Talavera de la Reyna Entrepreneurs are people who dream big about the things they want to do. They are audacious and determined, and unwavering in their objectives.

Jaime Muñoz Castillo Los Danzantes There have been many times that I’ve wanted to quit, but I followed my instincts and I learned how to stay the course until the finish line. I believed in myself.

Tanya Moss Baran Tanya Moss The best value of any company is to teach by example.

Adrián Gilef Cervantes Covarrubias Medicus Directors must focus on the future of their companies because they are the leaders. Executives, on the other hand, must focus on the company’s current operations or rather, on the company’s present.

Octavio Oropeza Alquicira Medicus For companies to stay on top, its leaders must know how to be flexible without ever neglecting their roles as leaders and entrepreneurs.

Alejandro Pérez Luna Vitasanitas By developing a sense of wellbeing in our organizations, our team members have been able to positively contribute to their work environments, lead healthy lifestyles by eating right and exercising and encouraging these habits among their family members.

Emprendedor | 17

EY Entrepreneur Of The YearTM Mexico 2013

32 36

3738

39

33

34

35

Carmen “Titita” Ramírez Degollado El Bajío The next generation of entrepreneurs must study, and be honest and disciplined. Through this, they will have the drive they need to get things done.

Hormes Saúl Rojo Valenzuela Computadoras y Tecnologías (CT) Just reaching the top of the mountain isn’t enough - you have to do things right throughout the entire journey. This is our responsibility on behalf of all of those who have not had the same opportunities as we have.

Fernando Javier Rovzar Diez Barroso Lemon Films ‘Why do you want this?’ should be the fundamental question for entrepreneurs. This question gives entrepreneurs a clearer view of their objectives and helps them develop lines of action that allow them to reach their objectives.

Gerardo Ruíz de Teresa Mariscal Iluméxico It used to be a lot more difficult for entrepreneurs to secure financing, but this situation has improved over the years and those starting out today have a lot more access to funding that helps their companies grow.

Martin Sebastian García Iluméxico Mexico is a country of young people and going forward, it has great potential for becoming one of the world’s most productive countries.

Enrique Salcido Cota Groups2Go The tourism industry encourages ideas and creativity and is a key player in Mexico’s economy, since it is one of the biggest sectors of the country’s GDP. Our country has fantastic destinations for the world to see, and we should enhance and promote these places.

Ernesto Jesús Sánchez Arribas Grupo Sánchez We need to find a balance between our work in our companies and our family life to be truly happy in what we do.

Luis Carlos Villarreal Sáenz Clean Service Being an entrepreneur is something you learn by watching other inspirational people and through education. If people feel they are in an entrepreneurial environment, the example of other leaders helps motivate them and spread the entrepreneurial mindset.

Adam Wiaktor Rynkiewicz Liquid Capital Mexico is a country with a lot of needs, but which also offers many kinds of opportunities. Young entrepreneurs must not be afraid of getting started. As time goes by you will begin to grow gradually thanks to your constant effort.

18 | Emprendedor

The early days of the company Medicus show how spark of innovation that typifies most entrepreneurs can bring new life to a listless industry and change the rules of the game.

Medicus was born out of a simple analysis by its founders into the quality of hospital processes. The problem was how to increase patient flow. The goal was to discover which part of the patient cycle had the most delays. The challenge was to find solutions that would open up those bottlenecks and develop a business model aimed at optimizing medical services.

This analysis found that the main trouble point in hospital processes was in the anesthesia area. Fixing the anesthesia area could increase patient flow by 25%, but turning this idea into reality required the right mix of the right technology for each hospital’s needs, and management and maintenance services that no other medical device company had ever offered before.

Since it was founded 13 years ago and as it has grown to its current presence in 792 operating rooms in 203 hospitals, Medicus has sought to transform how public and private hospitals provide health services by providing integrated anesthesia, OR, respiratory therapy, osteosynthesis and endoprothesis solutions. Medicus is constantly seeking cutting edge and top-quality medical equipment, drugs, dressings and other medical supplies to make available to health care professionals through either direct sales, consignment sales, or leasing and commodatum arrangements, as it works towards its goal of optimizing the performance of each procedure.

Since starting out, Adrian and Octavio decided that they wouldn’t just be suppliers, but would also be trusted advisors for the owners and management of the hospitals they serve and would help them find the best options for meeting the needs of both their healthcare professionals and their patients. By focusing on developing new technology and the services that best maximize the lifetime of these technologies, Medicus builds lasting relationships with its customers and creates long-lasting synergies. This approach has allowed Medicus

ConsolidatedNational WinnerAdrián Gilef and Octavio OropezaMedicus

Emprendedor | 19

EY Entrepreneur Of The YearTM Mexico 2013

to be involved in more than 360,000 surgical procedures per year.

As part of the company’s development, the founders of Medicus have created alliances with various top brands in the sector whose prestige is backed by their number of years in the market, their FDA certifications and their sterling reputations in the Mexican market. It is these relationships that have given Medicus the perfect mix of talent, medication supplies and technology.

For Adrián and Octavio the potential for their business is clear and they see no limits to what Medicus can accomplish, but their general philosophy is what most informs the company’s business decisions. That is why they focus their resources on the most promising opportunities and have put much effort into cultivating, training and retaining the human capital that will allow them to be best prepared for the eventual globalization of their business. It is the company’s people that will not only keep the business on the road to success, but will also help it always live up to its mission of changing people’s lives for the better. Although Mexico still has significant potential for growth with its 4 million surgeries a year, Medicus has its sights set on a number of different international markets. The company’s leaders know where they need to go to win these markets over and to be the best option for hospital solutions in the places where Medicus does business.

20 | Emprendedor

WinnerCategory:Expanding businessLuis Eduardo BarriosHoteles City

Before Hoteles City started operating in Mexico, business travel in the country was

fraught with problems. Business people travelling from one state to another had just two choices that were at opposite ends of the price and features scale: luxury hotels, which are generally expensive, and tourist hotels. The business class hotel was a niche that needed to be addressed, since at that time this long-neglected market represented the highest percentage of travelers in Mexico.

This is why Luis Barrios, after a long and fruitful career with Grupo Posadas, founded Hoteles City, which brought to Mexico a new concept in business class lodging that was non-existent in Mexico at the end of the 1990s. From the outset, the strategy of Mr. Barrios

was to fully understand the needs of Mexico’s business community by

sector, region, route and road, and then create a product built around

a corporate infrastructure of a first-class hotel chain in the

areas operations, inventory control, and room layout,

among other aspects. Even the company’s marketing strategy was conceived “outside

the box”, so to speak. To market the truly new hotel

offering in Mexico, Hoteles City not only contacted agencies specialized

in business travel, but it also met directly with companies to secure new occupancy agreements.

This, along with its early adoption of functional and sustainable designs (Hoteles City was the first and only Latin American chain to obtain LEED green building certification), and digital media and mobile technologies that optimize its reservation and distribution systems, has allowed the company to expand into 26 states across Mexico, and many of these states are also areas of high business activity.

Ten years after it was founded, as it now operates 70 hotels with 8,092 rooms, the business model of Hoteles City has seen great success in the sector where it primarily operates, but it has also been the leader in an industry movement in Mexico towards low-cost travel that maintains executive-level service that business travelers expect The company’s concept of business travel has influenced other industries, including the airline industry, which has also begun to offer flights for cost-conscientious business travelers.

With a solid customer base that has brought it continued growth, Hoteles City is currently considering expanding into international markets, and it now operates in several Central American countries.

Emprendedor | 21

EY Entrepreneur Of The YearTM Mexico 2013

Creativity and attention to detail are two key factors that have lead to the success of the line of jewelry and accessories that Tanya Moss, through the brand that bears her name, launched in the Mexican market some years ago. The determination that Tanya has shown since early on

in her career has been a key ingredient to her ability to build a dynamic brand that has won legions of loyal customers since she started her company.

Founded in 1997, Tanya Moss the company designs and sells gold and silver jewelry and luxury accessories in 10 company-operated boutique stores, 14 counters in Palacio de Hierro department stores, and 50 retail outlets in Mexico and abroad. Through its corporate channel, the company also sells its products in the form of corporate gifts for those organizations who care enough to give

their stakeholders original Mexican-design jewelry.

The passion that Tanya puts into each of her designs contributes to the exceptional quality of her brand’s products, all of which are handmade by Mexicans. All of this has helped

Tanya to build a lasting organization whose primary mission is to become a top player in the fashion industry through the company’s innovative designs and by creating business alliances.

As a designer, Tanya doesn’t think of her creations as just fashion goods. In fact, Tanya sees jewelry design as an outlet for providing a new take on Mexican art and design. Her work combines Mexico’s rich artistic traditions with the latest fashion

trends and her unique use of precious metals.

In 2003, Tanya created her brand’s distinctive butterfly design as a way to represent liberty. In addition to being used on all of her creations, this butterfly

has gone on to become the brand’s emblem and a key part of its identity. Tanya Moss is personally involved in the design of most of her pieces and this

demonstrates her enduring commitment to her work.

Thanks to the brand’s diversified production methods, Tanya Moss has been able to bring to market a wider range of pieces to give the

organization the impetus it needs to venture into new international segments and markets.

Although the growth of Tanya Moss the company has been truly remarkable, for Tanya Moss the person success as an entrepreneur also involves social responsibility. This is why a big part of her efforts are focused on contributing to

the professional development of women and helping a number of charitable institutions, such as the Friendship House for Children with Cancer through the “Helping with Silver” project.

WinnerCategory:Under DevelopmentTanya MossTanya Moss

22 | Emprendedor

WinnerCategory:Social ImpactGerardo Ruíz de Teresa and Martin GarcíaIluméxico

Iluméxico’s primary aim is to provide energy solutions to remote communities in Mexico. Iluméxico provides access to energy through micro financing, long-term services and

training in the use and maintenance of its technology. The company’s main goal is to promote and encourage the use of Mexican technology as a platform for the country’s social and economic development. Iluméxico currently operates in 11 states in Mexico.

Iluméxico was founded in 2009 when one of its co-founders Gerardo Ruíz de Teresa Mariscal, after several years working in the private sector, decided to put his professional experience to use to start up a photovoltaic energy project together with his partner Martin García.

The Company’s mission is to develop community projects through which it provides solar energy to the 600,000

homes that make use of their services across Mexico. By meeting this objective, the

company ensures that marginalized communities exploit the technology for their own

progress and benefit.

Iluméxico has adapted its business plan to overcome Mexico’s unique set of social obstacles, and it has set objectives that focus not only on providing technology, but breaking down barriers between the country’s urbanized communities and communities with no access to basic public services. The company has accomplished many of these objectives based on three main areas of interest: energy, communication and engagement.

The Company has undertaken three integration initiatives to address its main areas of interest and these include: providing lighting equipment to community centers, improving rural schools by providing electricity, computer centers, and video and traditional libraries, and optimizing health centers by providing refrigeration for medicines, as well as water filters and communication equipment.

Iluméxico’s success is reflected in the breadth of its activities. Only four years after being founded, the company has managed to help 9,000 people, install 1,900 systems and offset the effects of 680 tons of carbon emissions. Iluméxico has taken on new challenges in order to help even more

people and change the thinking of the people involved in its activities, as it strives to be a source of inspiration for all the beneficiaries, volunteers and donors involved in the organization.

Iluméxico’s founders will continue their efforts to bring recognition to the company for always being at the

forefront of the technology it uses, and owing to its community development and social

integration model, the accessibility and scope of its products, and the fact that

Iluméxico is the most important rural electrification social enterprise in

Mexico and Latin America.

Emprendedor | 23

EY Entrepreneur Of The YearTM Mexico 2013

The EY Entrepreneur Of The Year™ Mexico 2013 national winner will represent Mexico at the World Entrepreneur Of The Year™ event to be held in Monte Carlo, Monaco in June 2014.

The founders of Medicus, our Entrepreneur Of The Year®, with their inspiring story of perseverance and innovation, may be selected as the most outstanding entrepreneurs from among the field of global nominees that will be on hand at the event.

2013Hamdi UlukayaChobani, Inc.USA

2012Dr. James MwangiEquity Bank LimitedKenya

2011Olivia KumHyflux LimitedSingapore

2010Michael SpencerUK’s ICAP plcUnited Kingdom

2009Cao DewangFyuao Glass Industry GroupChina

2008Jean-Paul ClozelActelion PharmaceuticalsLtdSwitzerland

2007Guy LalibertéCirque du SoleilCanada

MExICO COMPETES AMONG ENTREPRENEuRS FROM AROuNd THE WORLd

2006Bill LynchImperial HoldingsSouth Africa

2005Wayne HuizengaHuizenga Holdings Inc.USA

2004Tony Tan CaktiongJollibee FoodsCorporationPhilippines

2003Narayana MurthyInfosys TechnologiesLimitedIndia

2002Stefan VilsmeierBrainLAB AGGermany

2001Paolo della PortaGrupo Saes GettersS.p.A.Italy

24 | Emprendedor

Enrique Jacob Rocha, President of the National Entrepreneur Institute

Collaboration that promotes progress

Building a better business world requires the perspective and viewpoints of many of the entrepreneurial ecosystem’s key players. Each

of these leaders, through their own area of expertise, contributes to strengthening Mexico’s entrepreneurial environment, which is becoming increasingly important to Mexico’s business world at large.

The Mexican government recently created the National Entrepreneur Institute (INADEM), an administrative agency of the Ministry of the Economy dedicated to designing, executing and coordinating national support for entrepreneurs and micro, small and medium-sized businesses by promoting innovation and competitiveness and providing projections in national and international markets. Emilio Diaz, Managing Partner of EY Mexico’s Clients and Markets area, has teamed up with Enrique Jacob Rocha, President of the INADEM, to address the role of entrepreneurs in Mexico’s economy.

Things would be very different in Mexico if it weren’t for its growing number of entrepreneurs that emerge every day in virtually all industry sectors. In fact, according to Jacob Rocha, “Without entrepreneurs, Mexico would be a country incapable of achieving the huge transformations it needs and of living up to its potential. It would be a country fully aware of its own reality, but incapable or unwilling to create its own success story.”

“Wellbeing and prosperity would simply be an unattainable dream in which millions of people would be trapped in a desperate world with no way to provide their families a better life.”

For Mr. Rocha, a Mexico with no entrepreneurs would have a bleak future indeed. Says Mr. Rocha, “In short, Mexico would be a country with no vision and with a future of certain failure.”

According to Mr. Rocha, the government can help create more entrepreneurs “by building a positive business environment where good ideas translate into success stories, and by creating entrepreneurial ambitions in our youth at an early age. We need to reward young creative talent as part of a wider effort to encourage them to act on their creativity and unique abilities.”

“It’s important to encourage public policy that fully supports business,” he said. “We also have to secure

Emprendedor | 25

EY Entrepreneur Of The YearTM Mexico 2013

access to financing and capital markets for those just starting out so that entrepreneurs have the tools they need get their projects off the ground, and we need to eliminate the barriers to entry in to business for women so they can freely compete, and to ensure the participation of other private and social groups to help them live up to their creative and productive potential.”

The role of private companies is fundamental in business. Everyone should be involved in driving entrepreneurs because entrepreneurs hold the key to a country’s potential and future.

“Private companies are the driving force behind the development of entrepreneurs because they have the experience needed to transform ideas into successful businesses. The commitment of today’s successful entrepreneurs means they are willing to take on roles as mentors and guides for new generations of entrepreneurs and to share some of their knowledge and talent with those that are just getting started,” said Enrique Rocha.

In order to evolve, Mexican entrepreneurs need financing and a reason to want to succeed, but you cannot single out one area as being more important than any other. The government has demonstrated that encouraging the potential of Mexican entrepreneurs requires comprehensive support that provides tomorrow’s entrepreneurs with the opportunity to successfully develop their ideas.

To this end, the Ministry of the Economy has been promoting the new Support for Entrepreneurs and Micro, Small and Medium-sized Enterprises program through the INADEM in order to address the main factors that determine the success of entrepreneurs and businesses.

For Jacob Rocha, “the best thing for Mexico over the next five years will be for more Mexicans to choose to be entrepreneurs and start their own businesses. However, creating more entrepreneurs simply isn’t enough. Their businesses need to

pass the test of time and to grow. We want more companies to succeed and reach their growth potential.”

“With strong companies we will be able to strengthen our domestic market and create healthy competitive conditions that will help our economy grow and this will help make Mexico the prosperous and strong country we all dream of.“

Mexico is known for having successful entrepreneurs, and if we continue to build a healthy ecosystem we will create even more of these stories.

“We need to create better conditions so that our good ideas may come together with the tools needed to build successful

businesses. This requires strengthening the four areas that are essential for successful companies: access to financing, information and communication technology, useful information, and strengthening business capabilities.” It is extremely important for success stories to be told because they inspire those who are just starting up their business. The road to success is reflected through the voice of experience.

“Mexicans need to see firsthand that they really can write their own success stories and what better proof of this is there than the experiences of those who

have made their dreams come true. Telling the stories of successful entrepreneurs helps to make business a lifestyle, a social aspiration and above all, a realistic career option for Mexico’s young people.”

By rewarding the entrepreneurial spirit we recognize those with the audacity to take risks and that have decided to follow a different path to shape their realities and the realities of others. “For the government, programs such as the EY Entrepreneur Of The Year™ are very important because they provide an incentive for entrepreneurs to continue believing that they can turn their ideas into successful business models that bring significant benefits for their industries. Entrepreneurship is what makes the world and Mexico go round.

26 | Emprendedor

For some years now there has been a growing worldwide consensus on the importance of creating new businesses for the economy at large. Given this new

consensus, those aspects critical to the business ecosystem are at the top of the agendas of many different organizations, such as schools, business associations, and national and local public institutional agencies. These areas of interest are even influencing the strategic agendas of corporations, where they see new companies as an opportunity for innovation.

Recent studies and surveys regarding the support that many institutions provide to new entrepreneurs have revealed that young people see building their own businesses as a viable career option and the fields and industries they most focus on include technology, internet, and apparel, and business services, commerce, tourism, design, gastronomy and personal services.

Supporting the entrepreneurial ecosystem

Entrepreneurs need to be on the lookout for business opportunities that can help them break into new markets, secure the financing they need to get their projects off the ground and to grow their business, and ensure that they have the tools they need to take with the different challenges they face. This is why BBVA Bancomer is always looking for new ways to partner with other businesses.

Entrepreneurs are the driving force behind Mexico’s economic growth and employment opportunities.

Mario Marín de la Serna director of BBVA Bancomer’s SME Segment

Promoting Security and Confidence for Entrepreneurs

Emprendedor | 27

EY Entrepreneur Of The YearTM Mexico 2013

Entrepreneurial Commitment

In Mexico, BBVA Bancomer has realized its commitment to the country’s entrepreneurs by helping today’s business people in the areas that matter most to them. BBVA Bancomer believes that entrepreneurs are the current driving force behind Mexico’s economy and job creation opportunities.

Mario Marin says that in the face of the growth, training and financing needs of today’s entrepreneurs, BBVA Bancomer has been a key collaborative component in helping them run their businesses by providing innovative solutions. By hosting informative sessions at universities and offering businesses a wide range of specific solutions, BBVA Bancomer has demonstrated its commitment to promoting the entrepreneurial spirit. BBVA Bancomer, through the Secretary of Economy’s financing program and the INADEM, has set itself apart from its peers by being the bank with the most loans granted to entrepreneurs since 2012.

It has also expanded its services by offering support to entrepreneurs through advisors dedicated to guiding them as they go through their incubation stage. “To help develop entrepreneurs”, explained Marin, “BBVA Bancomer has been testing new tools, such as an evaluation that analyzes the abilities, business ethics, intelligence and personalities of entrepreneurs using a psychometric test that measures their capacity and willingness to repay their debts. One of our most successful programs has been our Financial Education program, which is a tool for helping entrepreneurs start up their businesses and stay on top of their personal finances.”

According to Mario Marin, technology has lead the way to major partnerships for BBVA Bancomer, which include the creation of a digital community that is a storehouse of valuable information on getting businesses off the ground.

This community encourages direct interaction between entrepreneurs.

The most important aspect for BBVA Bancomer going forward is to encourage innovative ideas as a way to stay involved in the entrepreneurial world. Mr. Marin highlighted BBVA Bancomer’s specialized network and 100 SME Centers that provide support and solutions for entrepreneurs during their entire startup process.

Strategic Alliances

For the director of BBVA Bancomer’s SME Segment, working together with EY to build a better working world by participating in the EY Entrepreneur Of The Year™ award has allowed BBVA Bancomer to contribute to the creation of opportunities for entrepreneurs.

“Mexico has many successful entrepreneurs and job creators with innovative ideas. BBVA Bancomer’s strategy focuses on being a key component in helping develop initiatives, providing access to financing, creating practical programs and supporting private and public sector programs that encourage collaboration to create a better environment for entrepreneurs.”

For BBVA Bancomer, programs such as the EY Entrepreneur Of The Year™ awards are vital to strengthening the country’s entrepreneurial ecosystem. In addition, these types of programs help promote self-reliance for small and medium businesses, which are vital in creating jobs in Mexico and by extension, for the country’s long-term economic growth. Mr. Marin asserted that “we must have faith in entrepreneurs because it is they who have demonstrated their ability to do great things, as we can see in the nominees of this year’s EY Entrepreneur Of The Year™ Mexico”.

BBVA Bancomer has developed various projects aimed at helping entrepreneurs build lasting businesses.

GLOBAL CENTER FOR ENTREPRENEuRSHIP ANd INNOVATION

Find insights into the business issues of today that matter most to you at EY’s new Global Center for Entrepreneurship and Innovation Discover the lessons learned by successful entrepreneurs, and find the tools and materials that will help you think BIG and grow your business.Access programs and events created specifically for entrepreneurs.

Visit www.ey.com/entrepreneurship

Contact:Guadalupe Castañeda CamposStrategic Growth Markets Leaderguadalupe.castaneda@mx.ey.com

Providing inspiration and guidance for entrepreneurs by entrepreneurs.