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Latin Beat

You, too, could tap into this $273 billion consumer market -- if your pitch is right. Here's a must-read introduction to the vast, complex world of Latino, USA.

This story appears in the June 1998 issue of Entrepreneur. Subscribe »

Successful entrepreneurs are always looking for new opportunities--those elusive untapped markets. So what would you do if you learned of a country with a population larger than Canada's? And what if this country's population was growing at a rate six times that of the United States and boasted consumer spending power of more than $273 billion? Even better, it's nearby, and there are no costly tariffs or import taxes. Surely forward-thinking small-business owners would want to introduce products or services there.

Welcome to Latino U.S.A., the most exciting marketing opportunity in America today. Here are some vital statistics about this dynamic market:

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