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Associates
Our Associates are semi-skilled laborers from Mexico. They are generally unemployed, underemployed or, at best, working for wages of between US$200 and US$600 a month.
The typical socioeconomic background of a Puentes Associate
Michael Chu, a leading bottom of the pyramid expert, defines our Associate target group accordingly:
 He asserts that: “In Latin America we’ve learnt how to serve very well the A/B and C+ [upper- and middle-income] segments that usually account for 15 to 20% of our countries. At the other end is the E segment, the 10% of the population that earns much less than US$200 a month and which is dismally served. Between these two are the C and D segments, 70 to 75% of the population, the bulk of the bottom of the pyramid, which is served ‘badly’ to’ very badly.’ And here lies the opportunity. Where the average businessperson sees ‘a badly served market,’ an innovative businessperson sees ‘an unpenetrated market.’”
Our Associates come from this unpenetrated 70%. This segment of population is trapped between the “middle class” and the “poorest of the poor.” We plan to help them break this social glass ceiling, which stifles opportunity and limits them from experiencing richer and more fulfilling lives.
Roles undertaken by Associates
Our Associates are able to take on any role within the broad spectrum of the “semi-skilled occupations” that require experience and training (often on-the-job), and consequently cannot be performed by low-skilled or under-qualified laborers. Some are also prepared to take on more entrepreneurial opportunities, such as starting and running their own businesses, or managing franchises.
Examples of roles undertaken by our Associates include:
• Automobile and tractor mechanic, elderly-care nurse, electrical lineman, hairdresser, industrial machine operator, meat processor, optometric assistant, sheet-metal laborer, ship welder, water-treatment facility worker.
Canary Islands, Spain
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