Lady A Timeline

1973 Family moved to the US and found some cultural and financial challenges

Parents moved from Cuba to the US, political asylum

Limited savings
Father sole trader, small shoe-shop in Miami, weak cash flow forecasts, failed
to receive bank loan, received a grant from the government.
Mother found difficulty because of language barrier, joined classes organized
by local charities and NGOs, found a job in a local school cafeteria, low
wages, received training and some fringe benefits
The family maintained an economically stable household.

1978 (born) Alejandra was born and starts singing and dancing

Alejandra was born

Parents wanted her to learn English
She began singing in choral groups, at school, and at church
They paid for her after school dance lessons
Alejandra was a beautiful girl.

1990 (age 12) occasional jobs, some growth in talents (later to become a career)

Occasional jobs as a model

Parents put her earnings into a college fund, a special savings account to pay
for her college (still facing financial challenges)
Modeling was an opportunity that led to small acting roles in in films.

1994 (age 16) More growth, more opportunities

Sang and danced in the film La Bella Rosa, successful film.

This led to more growth opportunities for her.
Contract to produce a CD album
Gloria Woolrich as her agent.
Agent started promoting Alejandra as Lady Alejandra to target the Spanishspeaking market in the US (unique name to meet the target market taste).
Release of first CD album Presentacion Lady Alejandra, great success in
Florida.
Earned income from copyrights and royalties.
For the first time, Alejandra needed an accountant to manage her financial
accounts, her money, and to pay the appropriate taxes.
The family started to achieve economic stability after having difficulty to
satisfy their basic needs (such as food and shelter). This was achieved by
working long hours.
They were not very happy about their daughters career in music and dance
because they did not want anything to distract her from her studies to make it
to university.

With reluctance, she launched her second album, Viva Lady Alejandra, more
and more success that the first album.
1996 (age 18) (April Final Year of HS)

Decided not to go to university

Moved to LA to build a career as a musician
Parents were very disappointed, but it was her decision at 18.
New agent, Ruth Liebermann.
Ruths objectives: (1) to mange Alejandras lifecycle carefully including
establishing extension strategies, (2) to help her with personal life, (3) recruit
employees, (4) to find agencies to - establish concert tours, produce more
CDs, and most importantly to promote her, (5) to develop a brand identity. Her
revenue stream would be based on that brand.
She began going to Gavin Pratt (hairdresser and style expert)
New revenue stream: appearing on the cover of high-profile fashion
magazines.

2000 (age 22) Change of name due to demographic changes in the US

Because of the demographic changes in the US (small percentage of Hispanic

population was now expanding, thus, more Spanish speaking American
market. However, this demographic shift was creating a negative political
reaction in the US.), focus groups led to changing her name to Lady A.
Lady A became one of the most successful musicians in the US.
Both segments of the market (Hispanics and Americans) listened to her music.
Technology was changing the music industry (lines 93-101)

2001 (age 23) Much more growth

Revenues and expenses increased.

Employed a full-time accountant and many employees.
Gavin Pratt becomes a full-time stylist.
Core, temporary, and peripheral employees (Charles Handy)
Was inconsistent in her leadership style
Communication was poor
Employees mocked her by la princesa
Shift from sole-trader to a private limited company (98%ownership, parents
and Ruth owned 2%)

2008 (age 30)

Economic downfall led to falling sales revenue from music). Something had to
be done to face this threat.

2009 (age 31) Promotion, identity, and social networking

Above the line and below the line promotion

Stronger brand identity

Communication with fans through social networking websites (to adapt to the
new technological trends).

2010 (age 32) New product line after market research, outsourcing

Primary and secondary research before launch of new product line (perfumes
and cosmetics)
Main target market: teenage girls and young women
Perfumes and cosmetics were outsourced to Malaysia (lower costs), problem
of quality control, batch production; Lady A must pay 60% of production costs
in advance (could this impact her cash flow?)
Wholesaling and distribution were also outsourced to a company in
Minnesota.

2011 (age 33) Success and expansion of organizational structure

Success of the new product line, sold in major US department stores.

Decided to reorganize her business by appointing new managers and
delegating authority. This led to better communication, organizational
structure, management, and less employee complaints.

2012 (age 34) Personal life, marriage, peak and maturity

Married to Rafaelo Eco

Bought large mansion with more peripheral workers
Peak and maturity
More consistent and paternalistic

Late 30s

Began thinking of the next phases in her career life

Hired business consultants Kersey & Joyce (K&J)
THREE options to think about???? (do these options relate to the Ansoff
Matrix?)