Who's Who
Georgina Tello manages this three-person department, which reports directly to the General Director.
Human Resources
Instead of buying off-the-shelf software, the company has done this with its systems since 1998.
They built them in house
These are Good Choice's two main commercial channels.
Retail and Wholesale
In Cecilia's 'letter to Santa' for the next generation, this is the #1 non-negotiable to protect.
Company Values
This is the total headcount at Perfect Choice today.
80 people
Cecilia Valdés heads this directorate — overseeing the distribution center, new products, systems and purchasing.
Operations
Good Choice's three core product lines are accessories, audio, and______.
Backpacks
Felipe names this — the loss of product distinctiveness that pushes prices and margins down — as the #1 macro challenge.
Commoditization
For wholesale deliveries, the measured on-time target sits at this figure (%)
98%
The % share of the workforce is operative; the rest is directive and administrative.
50%
Before founding Good Choice, Felipe (the father) worked at this US tech firm, whose open-door 'Way' still shapes the culture.
HP (hewlett packard)
How long has good choice has been the longest-standing accessories brand in Mexico?
33 yrs
Felipe's rule for avoiding 'eyes-closed' calls: move forward once you have roughly this % of the information.
80%
For clients like Liverpool, Good Choice bundles products (e.g., backpack + headphones) using this build method.
Assembly-to-order
Georgina admits this people-development function is still 'en pañales' (in its infancy) and run ad-hoc by area requests.
Training
The company's two top authorities, the General Director and the Operations Director, share this relationship.
Felipe and Cecilia
With the father at 70 and the mother at 65, the company is actively preparing for this.
Succession
In Felipe's 5-year vision, new categories lean on this technology — already in real-time translators and smartwatches.
AI
To keep running during outages, the distribution center relies on carrier redundancy plus one of these.
Their own power plant
About 30% of staff belong to this group, creating the challenge of blending fresh ideas with long-tenured ways of working.
Younger generations
This 34-year-old, son of the founders, returned last year as Director of Strategy & Business after three years at Amazon.
Felipe
The founders first sourced from here in 1992 — the year they formally constituted the company — before moving to mainland China.
Taiwan
These three Mexican technology and electronics brands compete directly with Good Choice in categories such as computer accessories, audio devices, and consumer electronics.
Vorago, Acteck, and Steren
Cecilia's on-time delivery standard for formal retailers — where late shipments mean steep fines — is this percentage.
100%
HR runs the annual 360-degree evaluation through this software platform.
Talentric