1. Pilot Proposal for The Hershey Latino Business Resource Group
December 18, 2013
Awilda M. Borres
Latino BRG Chair
Suri Surinder
Chief Operating Officer
ALPFA Institute
Accelerating Latino Talent Development through the Power of Insights, Influence & Impact
Copyright 2013 ALPFA Institute & CTR Factor

2. Who is ALPFA Institute
Why a Latino Leadership Program
Latino Leadership Model
Learning Modules
Program Structure
Pilot Timeline
Pilot Costs
Appendix
Copyright 2013 ALPFA Institute & CTR Factor
1

3. Who is ALPFA Institute
 Deep expertise in Latino culture and leadership profiles
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Oldest Latino development non-profit – 40 years
Largest organization of its kind - 23, 000+ professional and student
members
Robust affiliate network of Latino researchers, speakers, consultants
in several academic institutions and think-tanks
 Nationwide footprint and experience with Fortune 100
multinationals to non-profits
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141 Professional & Student Chapters
400+ corporate sponsors in several industry sectors
67 Fortune 500 companies engaged with ALPFA Institute offerings
 Targeted content and assessment based on Latino
research and analytics
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Data base includes 1000’s of Latino professionals
Industry sectors include: financial services, retail, healthcare,
consumer packaged goods, hospitality, transportation, equipment
 Synergies with ALPFA programs and resources
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Experiential learning through board positions in ALPFA Chapters
Access to mentor and sponsor network within ALPFA
Support from recruitment to support talent pipeline through
LBRG/D&I relationships
Connection through entire development lifecycle: from high school,
college through professional career (entry level, mid level, senior
executives)
Copyright 2013 ALPFA Institute & CTR Factor
2

4. Why a Latino Leadership Program
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Size
50M Latinos in US (including 4M in PR)
10M households
16% of total US population
#1 ranked and fastest growing US minority
133M by 2050, 30% of US population
2nd largest Latino population globally
66% Mexican, 16% Central & South
American, 9% Puerto Rican, 3% Cuban
22% under the age of 18
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Concentration
45% live in CA (14M) and TX(9M)
75% (36M) live in 8 “million plus” states,
including CA, TX, FL, NY, IL, AZ, NJ, CO
At least 500K strong in16 states
20% (10M) in 11 cities. including NYC, LA,
Houston, San Antonio, Chicago, Phoenix,
Dallas, El Paso, San Diego, San Jose,
Miami
Market Power
$1.2 trillion buying capacity
18% professional, 82% other occupations
Other occupations: 24% service 22%
sales, 18% production, 15% construction
2.3M Latino owned businesses
80,000 CEOs, 51,000 doctors, 49,000 postsecondary teachers, 39,000 lawyers
1.1M veterans, 100K active military
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Talent
13% (6.5M) bachelor’s degree or higher
2% (1M) advanced degrees
Top 25 colleges: 266,000 Latino students
53,000 Latino students in 2 Miami
colleges – Miami Dade College and Florida
International University
21 of 25 colleges are HSIs (50% Latinos)
7 of 25 colleges in TX, 7 in PR, 6 in CA
Why Does It Matter?
SIZE: 52 million strong
CONCENTRATION: 75% in 8 states
MARKET POWER: $1.2 trillion buying capacity
TALENT: 7.5 million with bachelor’s degrees or higher
Copyright 2013 ALPFA Institute & CTR Factor
3

5. Latino Leadership Model
Respeto
Colectivismo
CTR Factor Leadership Model:
3 Currencies of Influence earned
by building 3 Assets of Impact
through 3 Investments of Intention
Global Moderating Variables:
7 key beliefs that vary around the
world, and determine how
different cultures earn CTR
Hierarchical
Perspective
Group
Focus
Credibility – Results - Capability
Presente
Estabilidad
Familismo
Industry
Company
Functional
Cross-functional
Job
Competition
Customers
Process
People
Platform
Respect
Latino Cultural Values:
7 unique values that Latinos grow
up with that determine their profile
on the GMVs
Envisioning
Planning
Target-setting
Managing
Decision-making
Developing
Motivating
Communicating
Coaching
Collaborating
Respect – Resources – Competence
Credibility
Time
Control
Change
Tolerance
Work
Importance
CTR
Factor
Leadership
Model
Trust – Relationships - Character
Trust
Relationship
Orientation
Communication
Indirectness
Disclosure
Reliability
Caring
Alignment
Balance
Temperament
Teamwork
Authenticity
Integrity
Compromise
Personalismo
Simpatia
Copyright 2013 ALPFA Institute & CTR Factor
6

6. Learning Modules
Pre-Assessment
Individual, confidential online 360 degree assessments based on CTR Factor and LLM
Model to identify areas of strength and opportunity (baseline)
Module - 1
Module - 2
CTR FACTOR LEADERSHIP
This foundational module in the program
takes audiences through the leadership
journey, philosophy, and strategies
associated with CTR Factor Leadership
LATINA LEADERSHIP MODEL
This module builds on the insights of the
previous segment to establish the
archetypes, strengths and opportunities
in Latina Leadership.
Module - 4
Module - 5
ACQUIRING CREDIBILITY AS
LATINOS & LATINAS
For those with opportunity to improve
their Credibility Factor scores, this
module provides insightful and effective
tactics for Latinos & Latinas that will help
in this area by enabling results and
investing in capabilities.
BUILDING TRUST AS LATINOS &
LATINAS
If your Trust Factor is what needs to
work, this segment will teach you proven
but under-utilized approaches to build
trust through expanding relationships
and investing in character.
HERSHEY
MODULES
Post-Assessment
Finance
Essentials
Managing
Diversity
Module - 3
LATINO LEADERSHIP MODEL
This module maps specific attributes of
global cultures to Latinos and discusses
the workplace implications of these
unique attributes for them.
Module - 6
EARNING RESPECT AS LATINOS &
LATINAS
This module maps specific attributes
from the Latino/a Leadership Model to
CTR Factor principles to present
innovative techniques to improve one’s
respect as Latinos by enhancing
resources & investing in competence.
Peer
Coaching
Your Plan: A Blue Print for
Running Your Life
360 degree assessment to measure improvements, areas for future development
Copyright 2013 ALPFA Institute & CTR Factor
7

7. Program Structure
PRE-PROGRAM
PHASE 1
PREWORK:
Preparation material
composed of journal
articles, white papers, book
excerpts, case studies,
educational videos and/or
podcasts relevant to the
content to be covered in
learning sessions.
PRE-ASSESSMENT:
Individual and
confidential online 360
degree assessments of
participants using CTR
Factor and LLM Model
parameters to identify
baseline areas of
strength and
opportunity.
PROGRAM
POST-PROGRAM
PHASE 2
LEARNING: Live webinars
and webcasts with
research-based proprietary
content on CTR Factor
leadership and Latino/a
Leadership Model, and
specific approaches and
techniques for success.
CONNECTION:
Leadership stories
about challenges,
successes and lessons
learned linked to the
online learning sessions;
Connection with
Latino/a leaders at the
chapter level; Peer
coaching & connection
PHASE 3
ACTIONS:
Development and online
submission of specific
plans by participants on
actions they commit to for
enhancing their leadership
skills.
POST-ASSESSMENT:
360 degree postintervention
assessment on each
participant by the
same assessor group
who performed the
pre-assessment to
evaluate and establish
clear improvement.
Copyright 2013 ALPFA Institute & CTR Factor
10

8. Pilot Timeline
After a baseline diagnosis in the pre-assessment phase, ALPFA Institute will
provide research-based proprietary modules during a 6 month period focused on
elevating the leadership levels of all participants. Once completed, the success of
the training will be measured through a focused, robust measurement regime.
CTR FACTOR
LEADERSHIP
ACQUIRING
CREDIBILITY
AS LATINOS &
LATINAS
LATINA
LEADERSHIP
MODEL
LATINO
LEADERSHIP
MODEL
BUILDING
TRUST AS
LATINOS &
LATINAS
EARNING
RESPECT AS
LATINOS &
LATINAS
March 2014
Pre-Assessment
Module 1
May 2014
Module 3
July 2014
Module 5
September 2014
April 2014
Module 2
June 2014
Module 4
August 2014
Module 6
October 2014
Post-Assessment
Copyright 2013 ALPFA Institute & CTR Factor
11

9. Pilot Costs
Pilot Element
Hershey
N/A
Pre-Assessment
ALPFA/Hershey
N/A
ALPFA
$6,000
ALPFA
$6,000
Learning Module 3
ALPFA
$6,000
Learning Module 4
ALPFA
$6,000
Learning Module 5
ALPFA
$6,000
Learning Module 6
ALPFA
$6,000
Connection
PostProgram
Pre-Work
Learning Module 2
Program
Costs
Learning Module 1
PreProgram
Owner
ALPFA/Hershey
N/A
Action Planning
Hershey
N/A
Post-Assessment
ALPFA/Hershey
N/A
Total
$36,000
Note: Travel costs additional as required
Copyright 2013 ALPFA Institute & CTR Factor
12

10. CONTACT INFORMATION
We look forward to partnering with you and your
organization…
Manny Espinoza
Chief Executive Officer
ALPFA
CEO@National.Alpfa.org
Cell: (619)208-2297
Suri Surinder
Chief Operating Officer
ALPFA Institute
Suri.Surinder@Alpfainstitute.org
Cell: (312)618-5739
Santiago Carmona
Vice President - Corporate Development
ALPFA
Santiago.R.Carmona@national.alpfa.org
Cell: (917) 334-4715
Anita Gonzalez
Vice President – Advisory Services
ALPFA Institute
Anita.Gonzalez@Alpfainstitute.org
Cell: (813)394-3861

11. Appendix
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12. DEFINITIONS
Results
ENVISIONING: The ability to look ahead
and see an end-state vision for the
organization , and inspire people with it
2. PLANNING: The ability to convert the
vision into an actionable plan that moves
the organization forward toward the vision
3. TARGET-SETTING : The ability to set
targets and milestones within the
framework of the action plan and assign
accountability
4. MANAGING: The ability to manage the
team against the targets and the action
plan in order to accomplish the vision
5. DECISION-MAKING: The ability to make
timely and effective decisions and
negotiate effectively with stakeholders in a
manner that facilitates goal-attainment
6. DEVELOPING: The ability to enable
personal and professional growth for team
members, leaders, and colleagues to
achieve capacity and capability expansion
7. MOTIVATING: The ability to engage,
energize and empower people to achieve
organizational goals
8. COMMUNICATING: The ability to convey
relevant information to multiple
constituencies in multiple formats simply &
persuasively, to listen & connect
emotionally
9. COACHING: The ability to have
conversations with those around you that
result in the effective leveraging of
strengths and the addressing of
opportunities
10. COLLABORATING: The ability to
effectively work with others within the
enterprise towards the bigger picture
beyond one’s own organization
Relationships
Resources
1.
1.
1.
TRANSPARENT: The extent to which
you have been able to demonstrate
openness and transparency about
yourself and your life with those around
you
2. RELIABLE: The extent to which you
have been able to be a reliable and
dependable service provider to those
around you
3. CARING: The extent to which you have
been able to demonstrate genuine
caring and empathy for those around
you
4. ALIGNED: The extent to which your
actions have been aligned with your
words and thoughts
5. BALANCED: The extent to which you
stayed balanced and fair in dealing with
those around you
6. EVEN-KEELED: The extent to which
you have been able to exercise
emotional self-control and stay evenkeeled in stressful situations
7. TEAM-PLAYER: The extent to which
you have been able to demonstrate
give-and-take and get along well with
others as part of a team
8. AUTHENTIC: The extent to which you
are the same person regardless of the
situation or the people in front of you
9. HONEST: The extent to which you have
been able to demonstrate honesty and
integrity in everything you do
10. GIVING: The extent to which you have
been able to show that you understand
the needs of others, and fashion win-win
solutions that meet those needs
INDUSTRY: The level of knowledge
you have been able to exhibit about
the industry sector in which your
company operates
2. COMPANY: The level of knowledge
you have been able to demonstrate
about your company overall
3. FUNCTIONAL: The level of knowledge
you have been able to demonstrate
about the functional organization that
you are a part of i.e. HR
4. CROSS-FUNCTIONAL: The level of
knowledge you have been able to
exhibit about other functional
organizations besides the one you are
a part of
5. JOB: The level of knowledge and
expertise that you have been able to
exhibit about your specific job
6. COMPETITION: The level of
knowledge you have been able to
exhibit about other competitive sources
of the services that you currently
provide
7. CUSTOMERS: The level of knowledge
you have been able to exhibit about
your customers and clients and their
needs
8. PEOPLE: The level of knowledge you
have been able to exhibit about the
people resources in your organization
and your company
9. PROCESSES: The level of knowledge
you have been able to demonstrate
about various processes within your
organization and the company
10. PLATFORMS: The level of knowledge
you have been able to show about the
systems, technology, and
infrastructural platforms within the
company
18

13. LEADER PROFILES
Manny Espinoza
CEO, ALPFA & AI
Manny Espinoza has been CEO at ALPFA since 2001
and is responsible for effectively guiding ALPFA in a
new and bold direction with inspiration, leadership and
vision. Under his leadership, the organization has reached
its highest membership numbers in history. In addition,
Espinoza is responsible for opening ALPFA to a broader scope of Latino
professionals and students. Prior to joining ALPFA, Espinoza was with
PricewaterhouseCoopers where he served as managing partner of the Tucson,
Ariz., office and personnel partner in the San Diego office. During his tenure,
he was assigned to the Mexico City office for the firm, where he served as
Country Desk for Mexico and Central America was responsible for U.S.
subsidiaries doing business in those countries. While he was with PwC he
was a member of their diversity champion strategic task force which was
responsible for the diversity and inclusion direction for the firm. Espinoza is
a member of the Ascend Corporate Advisory Board, serves on Deloitte’s
Diversity External Advisory Council and is on the Board of the NASBA
Center for Public Trust. Espinoza received the prestigious Eagle Award for
his dedication and commitment to leadership and diversity issues. In 2007,
Diversity Edge magazine named him one of the “Top 20 Diversity
Champions,” and in 2008 Hispanic Business magazine named Espinoza one
of the Top 100 Most Influential Hispanics. Espinoza is a graduate of the
University of Arizona where he earned both a master’s and bachelor’s degree
in Accounting.
Suri Surinder
COO of ALPFA Institute
Suri Surinder is COO of ALPFA Institute and CEO
of
CTR Factor, Inc. and Chief Learning Officer and
Global
Head of consulting services at Diversity MBA
Consulting. He developed the techniques and
concepts he teaches during long and successful
business career spanning 25 years and 25 assignments as an executive,
consultant, board member, author, entrepreneur and professor. His
leadership arc has been extraordinary, starting in 1984 as an immigrant
graduate student on an academic fellowship with humble roles as a cab
driver and handyman along the way. His experience spans multiple
industries, including telecom, banking, energy transportation, retail,
city government, non-profit and healthcare at companies like Pfizer,
Verizon, McKinsey, CenturyLink, Capital One, Fidelity, Best Buy,
WellPoint, Chase and Con Edison. He is the author of The CTR Factor.
How high is your leadership quotient, former board member of three
boards, and former Adjunct Professor at the City University of New
York. Suri holds a BS in Civil Engineering, an MS in Structural
Engineering and an MBA

14. PROJECT MANAGEMENT/CLIENT SUPPORT
Anita Gonzalez
VP - Advisory Services, ALPFA Institute
Ms. Gonzalez is VP of Advisory Services at ALPFA
Institute, COO of CTR Factor as as SVP of Strategic
Marketing & External Partnerships at Diversity
MBA
Consulting. In this capacity she is responsible for
leading
day to day operations and client engagements,
and for ongoing business development. Ms. Gonzalez is a results driven
management executive, with over 15 years of experience and advanced
strategic leadership skills in managing sales and marketing teams,
anticipating and capitalizing on market trends, identifying profit
potential, maximizing market share, and generating significant sales
growth for CTR clients. Prior to CTR, Ms. Gonzalez served as CMO
and Managing Partner at EZ Language Services, a nationwide
interpretation, translation and transportation company where she
continues to serve on the Board of Directors. She has also served as head
of Sales and Marketing reporting to the President of the Southeast
Region for Verizon, with responsibility for delivering $321 Million in
revenue. Some other companies she has partnered with and worked for
are Long & Foster, Bertucci;s Corporate, and National Amusements.
Santiago Carmona
VP - Corporate Development, ALPFA
Santiago Carmona joined the ALPFA National Staff in
November 2011 as National Vice President, Corporate
Development after a career with The Walt Disney
Company spanning over ten years in their Parks and
Resort Division. At Disney, he was responsible for
business development for their destinations in
Florida, California, Hawai’i, Paris, Hong Kong and the Disney Cruise Line.
Santiago has over twenty years of business development and management
experience with hospitality companies such as: Starwood Hotels &
Resorts, Inter-Continental Hotel Group and Omni Hotels & Resorts. At
ALPFA, he leads a dedicated group of national staff members focused on
developing long-term relationships with ALPFA’s constituency built on trust
and exceptional service. His primary responsibility is to establish the
strategic plan that promotes the Value of ALPFA to the Fortune 500 ALPFA builds Latino business leaders by creating opportunities, adding
value and building relationships for our three stakeholders:
members, corporate partners and community. Mr. Carmona wore the
corporate sponsorship hat during the negotiations that resulted in The Walt
Disney Company becoming ALPFA’s first million dollar sponsor in January
2006. Subsequently, he became the Chapter President for the ALPFA New
York Chapter in October 2007. He is a graduate of The City University of
New York with a degree in Hospitality Management.

15. FACILITATORS
Ellie Nieves
Founder & President,
Leadership Strategies for Women
Fresh out of law school, Ellie Nieves cut her teeth in
the high stakes game of New York City politics.
Often the youngest, and many times the only
woman, sitting at the table, she earned a reputation
as a much sought-after strategist. Through her
unrelenting work ethic and natural leadership ability, she was recruited for
campaign leadership roles such as New York State Political Director and
Campaign Manager for national and city-wide campaigns. Ellie eventually
transitioned into the private sector and became an award-winning attorney
for the Government Relations department at MetLife; later working as
Chief of Staff to the President of MetLife International. Today, Ellie is a
Leadership Speaker, Writer and Coach. She is also the Founder and
President of Leadership Strategies for Women, LLC™. Ellie works with
and speaks for companies, organizations and associations that want to
develop their emerging leaders into effective managers and executives.
Ellie's keynote presentations, breakouts, retreats and workshops help
emerging leaders to develop leadership skills, set strategic goals, bolster
effectiveness and create a personal brand. Ellie is a member of the New
York City chapter of the National Speakers Association. Ellie's speaking
programs are appropriate for both men and women.
Juan Roberto Job
Managing Director, Las Americas Assoc.
Juan Roberto Job is Managing Director of Las Américas
Associates L.L.C., a consulting firm specializing in
multicultural strategic planning and training for medium
to large companies and organizations. In a corporate
career in financial services spanning three decades with
New York Life Insurance Company and Prudential Insurance Company of
America, Juan Roberto developed and implemented successful business
models focused on emerging opportunities in multicultural markets, resulting
in consistent double digit growth. A frequently featured speaker, Juan
Roberto has shared his motivational and inspirational personal and
professional development message with business, professional, and student
audiences across the country, as well as executives and employees of Fortune
500 companies and government agencies. He is a recipient of the United
States Hispanic Chamber of Commerce Corporate Hispanic Business
Advocate of the Year award; the ALPFA Corporate Executive of the Year
and Lifetime Achievement award; the University of Texas at El Paso
Distinguished Alumnus Award; and the BOSS Education Award bestowed
by the Texas Council of Black Mayors. Juan Roberto Job holds a B.A. and
M.Ed. from the University of Texas at El Paso, and additional post-graduate
studies from La Universidad de Las Américas in Puebla, México.

16. FACILITATORS
Manuel Ocasio
ALPFA Facilitator
Manuel Ocasio is Senior Vice President,
Hispanic Market Director for BOK Financial, a $28
billion financial services company headquartered in
Tulsa, Okla. With more than 13 years of experience in
financial services, following a 20-year career with the US
Army, Ocasio has developed his network in the banking industry and
Hispanic market through media appearances, community service, and public
speaking. Born in San Juan, Puerto Rico, Ocasio had a 20-year career with
the US Army as a combat soldier and received numerous awards,
recognitions and service medals. He holds a bachelor’s degree in Business
Administration from Western States University, (Christian Brothers
University Graduate School of Banking) and completed the Sam Walton
Leadership program. (Fort Smith Leadership) His primary responsibility was
to spearhead the company’s Hispanic market efforts throughout the bank’s
four-state footprint, as well as advice leadership on policy, procedures,
training, marketing and operations which had an impact on the Hispanic
market. Well known in the Latino community throughout the central US,
Ocasio has been a speaker at numerous local, regional and national events,
including American Banker Association’s national marketing conference and
the Mid-America Payment Exchange national conference. Hosting a one-hour
weekly Spanish financial education radio show called, “La Hora del
Consumidor” in the Fort Smith area from January 2004 through December
2012. Additionally, Ocasio writes regular Spanish financial articles in
Hispanic publications throughout the region.
Sandra Guzman
Journalist & Author
Sandra Guzmán is an award-winning multimedia
journalist with more than two decades of
experience in broadcast, newspaper, and magazine
journalism. She is the author of the critically
acclaimed book The Latina's Bible: The Nueva
Latina's Guide to Love, Spirituality, Family, and La Vida and its newly
released edition The New Latina's Bible: The Modern Latina's Guide to
Love, Spirituality, Family and La Vida (Seal Press, 2011). With warmth,
humor, and I've-been-there wisdom, her writing tackles the real-world
complications that many Latinas face today. Guzmán is the editor-in-chief
of Heart & Soul - a fitness, health, and wellness magazine for women of
color - and the former editor-in-chief of Latina magazine, the first national
glossy lifestyle magazine targeting American Hispanic woman. She was
also a former associate editor at The New York Post, where she edited
nearly a dozen feature sections, including Tempo and a section she created
that covered the city's Latino community. A leading expert in journalism
targeting the burgeoning Hispanic market, she has produced and written
hundreds of articles profiling prominent men and women in politics,
business, and the arts, in addition to having written and produced hundreds
of stories about Latinos and Latinas. She recently participated in the
making of the HBO documentary The Latino List, for which she
interviewed notable individuals such as Pitbull, Justice of the Supreme
Court Sonia Sotomayor, and Eva Longoria. Guzmán is a dynamic public
speaker with extensive experience delivering keynote addresses and
workshops on college campuses and Fortune 500 companies on topics
involving media, race, women, wellness, pop culture, politics, and
diversity. Her intimate discussions about what it means to be Latina and
Latino in the 21st century are provocative, educational, and inspiring.