VivirLatino

Proof that a boom in an emerging market can spur the appearance of products or services that the mainstream has been needing or wanting but wasn’t provided:

The 14 calls Fiesta got on its first day of business have multiplied into nearly 500,000 dispatched calls annually. A half-million more customers are picked up by drivers at Hispanic supermarkets, Latino-aimed bus companies and through direct cell calls to cabbies.

A handful of Mexican-American drivers in 1985 has grown to a team of 220 cabbies who hail from throughout Latin America. Almost all of them own their cabs and operate small businesses on wheels.

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