final purposeful igip market - product strategy for mena
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iGIP Market Research StrategyMENA REGION – GST OUTPUT
What is Happening with iGIP in MENA?
TNs Raised0
50
100
150
200
250
300
350
400
450
500
2009 2010 2011 2012 2013
Organisational Value
Market Value Individual Value
Our Value in the MarketLong-term leadership
pipeline and impact on the world
Competitive talent advantage for tomorrow
Short-term talent gap solution
Our Value for the EPs and Our Members
The Story of AIESEC in Spain
Organizational Value:A young person witnesses and contributes to
responsible and entrepreneurial
leadership overcoming the environment
Market Value:Entrepreneurs can sell
their products in international markets, survive, and support
Spain’s economy
Individual Value:A young member learns sales and delivery, and
learns how to contribute to society through market solutions
To grow our product and develop leadership in every experience we have
to raise TNs in meaningful industries where the EP has an impact on the
world.
How do we do that?
If you had 1000 AIESEC trainees coming to your country, in which industries would you want to place them?
Because their experience would develop leadership.
Because they would make an impact on society.
Because our members would see their contribution to society.
Relevant Market Segment
In what industry can you develop leaders who will have a positive impact on society?
Industry Talent Needs
What are the talent needs in that industry?
JD that Develops Leadership
What can the EP do that will develop leadership and serve the industry’s talent needs?
Supply
BO AlignmentDo we have the EP supply to fill this need? Where are the EPs from, and how can we match with them?
How do we align our marketing and TC to sell and deliver these experiences on a major scale?
Market Segmentation Process
Purpose Driven Market Segmentation
Purpose Driven Market Segments
Startups / Incubators Education Tourism
EgyptTunisiaMoroccoJordan
EgyptTunisiaMoroccoJordan
All the Region
Relevance of the Industry
Startups & Incubators
This Industry has a specific need of Talents, Yet its not on of the preferred destinations for
youth or fresh Graduates.
This industry is considered as an Economical Focus for most of the Governments in the
MENA Region due to the current state of market saturation from Talents.
The immense increase in Unemployment Rates in Several countries within the Region
requires a lot of new companies entering the Corporate Market (Entrepreneurs), so it’s a
Societal/Country Need at this point of time.
The Startups are finding a huge competition in acquiring talents from the youth pool, most
of the youth would prefer a more stable job within the Corporate market.
Start Ups are facing a lot of challenges in penetrating markets within their countries, They
might need International Exposure for their Companies and trying to penetrate other
markets outside their countries.
Some Facts
Startups & Incubators
The Network of Startups are usually very attached within different countries, they
manage to help each other through networking events & sharing different
resources , Its easy to build up a strong brand in this market through referrals and
word of mouth.
Most of the Startups in the MENA Region now are very oriented towards Technology
and Specifically information Technology.
New Projects and Startups are closely watched by Big Corporates and Investors,
They Usually buy it at the latest stages of their development, which means that
This companies and iGIP can grow along the way with each other.
Usually the Decision Makers within this market are the CEO or General Managers or
Owners.
Some Facts
Startups & Incubators
Startups usually have very basic Structures and Capacity similar to SMEs ( 8 25
Employees), That’s why you can easily reach the decision makers within this market.
Incubators in this market play a very important role in activating Startups and guiding them
a long the way to establish their companies.
The Incubators Segment mainly provide the following types of support to Startups:
1- Supporting the Startups Legally to establish their presence within this market.
2- Supporting the Startups Financially in different areas.
3- Supporting the Organizational Development in terms of Human Resources, Organizational
Structures, Product Development…etc.
Mostly these Startups are running on low budgets, however Startups at their latest
development stages or in the early stages of becoming a strong healthy organization are
financially wealthy.
Creating LEADs
Startups & Incubators
Creating LEADs in this market is usually very easy because Entrepreneurs are interested
by nature in new Ideas and innovation, Also they are highly exposed to different
Social/Corporate Networks.
Reaching out Incubators will make your job quite easy to reach out these Startups, since
one Strong Incubator would incubate an average of 50 Start ups per year, Accordingly
they can guide you to reach out Recent and Previous Startups as well.
The Entrepreneurial Mindset in different countries will be quite receptive to our product
and our Value propositions.
Networking Events is one of the Main Channels to reach out LEADs in this market.
Capitalizing on Alumni within these market, Usually a lot of the Alumni are engaged with
this Market segment
Sub-Products & Value Proposition
Startups & Incubators
- Main Value PropositionSupporting the Companies with strong IT Talents That will enable the company to grow in its field.- Talent NeedsWebsite Development/ManagementOnline Portals DevelopmentMobile Applications.
Marketing Information Technology
Market Research
- Main Value Proposition Helping Organization in penetrating a new market and to expand markets abroad if the Local Market is not that receptive for their products.- Talent NeedsMarket Research & Evaluation.Market Understanding
- Main Value PropositionSupporting the Company in expanding its reach locally or internationally by enriching their marketing departments with the needed Talents.- Talent NeedsMarketing & Advertisement.Digital Marketing
Leadership in These Experiences
Startups & Incubators
The Startups segment is going to deliver one of the most intense & Challenging Experiences for the EP. In such Environment that EP will be able to develop a lot of Leadership Skills.
The EP in this segment would feel his direct contribution to the company and the society as well.
The amount of innovation, hard work, persistence & Leadership Traits required in such Challenging Market and Working Environment will drive the EP to go outside of his/her comfort zone frequently, Which will develop a lot of Leadership Traits.
Network Supply
Startups & Incubators
Brazil 49Poland 43Canada 39
Colombia 28Romania 26Mexico 26Tunisia 25
United states 24India 20
Ukraine 20
Economics Marketing
Brazil 172Poland 144Mexico 121
Colombia 116Romania 97Tunisia 90Egypt 89India 84
Canada 82Spain 62
IT
Tunisia 158India 87Brazil 85
Colombia 82Mexico 58Poland 57Egypt 56
Morocco 50Romania 43Canada 32
Challenges
Startups & Incubators
Financial Status of these organizations at their Early Stages.
Organizations are attached and connected in this market segment, which means we need to deliver our promises, other wise we would easily leave a negative impression in this market segment.
This Market segment did not yet reach a mature stage in terms of Capacity and Competition, however its growing a lot lately across the region.
Delivery Precautions & Leadership for TN-Taker and EP
Startups & Incubators
Very Clear Value Propositions need to be communicated to the Prospect accompanied with the ROIs, due to the Financial budget people will think twice before Investing in such product unless the ROI and the Value propositions are very clear.
Building up international Relations assuring the Supply for TNs in this market segment, Ensuring the delivery.
Special Financial Packages need to be done specifically for this market segment.
Sales Representative need to communicate the purpose behind our approach and focus on this market. Highlighting the Connection between this market, the society and the Leadership we want to develop.
Assuring the Quality of the JD and the Challenging Working Environment that EP will be exposed to.
Questions or Doubts for this Market-Product Strategy
Relevance of the Industry
Education
The Education System is one of the Weakest Pillars in the MENA Countries
Communities (Egypt, Tunisia, Morocco, Jordan & Algeria).
There is a huge gap between the Education Delivered to youth and the Current
needs within different markets.
Education is the right place to invest in, develop and improve, since it’s the
backbone of any Society or Community.
Some Facts
Education
The Educational Systems (Curriculums) are in place for decades with very slight
updates and development. The Current Education system adapt weakly to the
evolution in Technology.
Governments and countries are focusing a lot in improving and developing the
Educational system.
This market segment is very competitive, Mostly competition drives organizations
to innovate and embrace new ideas that will acquire them the edge among their
competitors.
International High Schools within this market segment commonly have high
student capacity (800 + Students)
Some Facts
Education
The majority of Pre-schools (Nurseries) along with International Schools have high budget, and are capable of investing in the GIP Product.
The Decision makers in this market segment are usually centered around the Principal or the General Manager of the School.
Usually the Decision maker for the pre-schools Market segment in the Owner or General Manager.
We are aiming to Focus on the following Segments within this Industry1- International Schools.2- Quality Pre-schools.3- Learning Centers.4- Universities.
Creating LEADs
Education
Generating LEADs in the Market segment is pretty Easy and simple. Basic online Research
would lead you to most of the prospects in this market segment.
Schools and pre-schools highly exposed to the Society (Family, Friends, Team mates…etc.)
Showcasing previous successes with other partners in the same market segment is
critical, the market is competitive and Organizations wouldn’t like to be the last to acquire
such Edge.
Sub-Products & Value Propositions
Education
TeachingGuidance
(Psychology)
- Main Value Proposition Directing Teachers on the best way to educate students, Updating the Parents about the Child’s overall Behavior and guiding them, to provide the child with the best raising environment.- Talent NeedsPhycologyCounseling & Guidance
- Main Value PropositionTeaching a specific demanded language within specific markets, aside with teaching the teachers new teaching methodologies and introducing modern education concepts.- Talent NeedsTeaching English.Cultural Education.
Leadership in These Experiences
Education
The EP will not only be working on teaching students but also on teaching teachers how to teach with modernized and creative approaches.
The EP will be taking part in changing the Education system and techniques in the Country.
The EP would also guide the parents on how to provide their child the best environment.
Network Supply
Education
Teaching Child Education - Phycology
Tunisia 97Poland 96Brazil 86
Ukraine 68Romania 62Mexico 60
Colombia 58India 50
Germany 47United states 47
Poland 79Ukraine 64
Brazil 62Tunisia 58Canada 51
Romania 46Mexico 39
Germany 34India 34
Russia 33
Challenges
Education
The Capability of the TN Taker to provide a strong Job Description that develop Leadership in the EPs.
The Market openness to integrate the idea of teachers teaching other teachers, introducing new concepts and ways of education.
Not all of the market is capable in investing, we need to be more focused to reach out specific type of Organizations in this market.
Delivery Precautions & Leadership for TN-Taker and EP
Setting Expectations with the TN Taker to assure the delivery of a JD that provides Leadership development.
Building up international Relations, aligning the supply with the Job Roles and the specific needs.
Communicating very clearly the Value Proposition of the product and the ROI on the organizations and society.
Emphasizing on our purpose behind approaching this specific market segments with these concepts.
TN Taker need to be aware that the provided talents Native Speakers, however they are excellent speakers with no accent issue.
Education
Questions or Doubts for this Market-Product Strategy
Relevance of Industry
Tourism
This Market segment has been one of the most important sources of income several governments, It creates a lot of Job opportunities.
This Market has always been one of the main focuses for Governments in the Region, It has been struggling recently with different societal moves, International Media & Safety Concerns.
By Helping this market to start growing again, we would have a huge contribution to the overall countries’ development.
Some Facts
Tourism
This Market is very huge in terms of number of companies & Capacity of operations.
It was perceived to be the most healthy markets in the region previously, since it contained different Organizational clusters (SMEs, Startups, MNCs, Big Corporates)
The Structure within this market is pretty diverse depending on the company size, Startup from 5 to 20 Employees, SMEs from 15 50 Employees, MNCs 50+ employees, Big Corporates from 50+ employees.
Usually Decision makers in this market are the General Manager, Operations Manager / HR Manager, Owner / CEO. That’s Depending on the Organizational Maturity and Size.
Some Facts
Tourism
A lot of SMEs used to take place in competition within this market, the Market was pretty competitive, Accordingly they will be constantly searching for innovation.
Currently several Governments are investing a lot and allocating several resources for this market to get back on track.
Recently This Organizations are struggling a lot to maintain their profits / growth, hence most of them might be running on low budgets.
The Tourism Market has very clear 3 segments:1- Inbound Tourism.2- Outbound Tourism.3- Hotels & Leisure
Creating LEADs
Tourism
The companies within these markets are highly exposed to the society, since
that’s one of their main channels and sources of income.
Only Basic Online Research is required to access a huge data base for these
companies with phone numbers and Addresses.
Referrals from Alumni and Partners is essential like the rest of the Market-Product
Strategies.
Hotels are very easily reached, even the Decision makers in this market(The
Product is Very appealing to them)
Sub-Products & Value Propositions
Tourism
Marketing / SalesInformation Technology
- Main Value Proposition
1. Developing and Enhancing Websites for Tourism Companies.2. Developing online platforms that improve the interaction and accessibility between the company and its pool of clients.- Talent NeedsWebsite Development.Online Portals
- Main Value Proposition
1. Exploring and expanding the company’s pool of clients.2. Introducing different tourism packages that would be more appealing to the new pool of clients.Talent NeedsMarketingSales
Leadership in These Experiences
Tourism
The key challenges currently there in the market would drive the EP to develop a lot of his/her leadership traits and behaviors.
The EP will be contributing to the development and improvement to one of the most important markets in the country, Hence having a direct contribution to the Society improvement.
The EP would be working in a very intense and challenging market, that is very competitive and has been struggling lately.
The EP would be introducing solutions to expand the Companies pool of clients.
Network Supply
Tourism
Marketing/Sales Information Technology
Tunisia 158India 87Brazil 85
Colombia 82Mexico 58Poland 57Egypt 56
Morocco 50Romania 43Canada 32
Tourism BR
Brazil 77Poland 67Canada 55Mexico 50
Colombia 50Romania 45Tunisia 38India 38Spain 35
Argentina 29
Poland 35Romania 21Tunisia 21
Colombia 20Ukraine 20Mexico 19Brazil 15
Czech republic 12Argentina 12Germany 10
Challenges
Tourism
The Financial capability of the Organizations at this point of time to invest in the GIP product, unless a very clear ROIs were there for the organization.
The Market openness to receive and implement the concept of Recruiting International Talents to help in expanding the pool of Clients across the Local or international market.
Delivery Precautions & Leadership for TN-Taker and EP
Making sure of the JD Quality, along with the challenges that are already there in the market.
Building up international Relations, aligning the supply with the Job Roles and the specific needs.
Communicating very clearly the Value Proposition of the product and the ROI on the organizations and society. (Expanding the pool of clients and bringing back one of the top income resources)
Emphasizing on our purpose behind approaching this specific market segments with these Value Propositions.
Special Financial Packages might be required, to be able to penetrate this market.
Tourism
Questions or Doubts for this Market-Product Strategy
Enabling Incubators and Start ups through providing them with the Talent Needed to grow.
Education Enrichment by introducing a new mindset and different Approach of Education gained through our GIP.
Bringing back the Tourism Market (one of the biggest Economical Resources in the MENA Region) on Track.
What purposeful GIP strategies am I recommending?
http://www.worldbank.org/
http://www.meed.com/
http://www.zawya.com/
www.Wamda.com
http://www.thenational.ae
http://www.slate.com
http://www.forbes.com
http://www.bi-me.com/en
http://www.bayt.com/en
http://www.greentechmedia.com/
www.UN.Org/en
My Virtual Resources
http://www.arabo.com
www.yellowpages.com
www.Egyptbusiness
http://www.tradearabia.com
http://www.egypt-business.com/
https://angel.co/ (Start ups in MENA Region)
http://www.bayt.com/en
http://cairo.startupcup.com/
http://www.wikistartup.tn
http://www.flat6labs.com/companies/
Research Creating LEADs
My Other Resources
Partners AlumniRegional MCVPs
Businessmen &
ExpertiseGST Team
Do we have to change everything??
No, don’t stop raising TNs
No, you don’t have to drop your current market – product strategy
No, we don’t have to raise with only non-profits, schools, and hospitals
Make specific
changes to what we’re doing now
Start doing new things to build a purposeful
GIP program
How to Change What You’re Doing Now Choose which of these market – product strategies you want to
implement in Q1
In the JDs your EPs are currently doing, add activities that develop leadership
Ensure TN-takers understand and want to co-deliver leadership experiences
Embed purpose into your sales member education, your marketing, and your sales process
Market – Product Process1. Research trends in business, education, government, social issues, IGOs,
NGOs, etc
2. Choose relevant needs of society and the industries that address these needs
3. Interview with industry leaders and experts, use research to understand talent needs and create hypothesis of sub-product solution for the industry
4. Test sub-product solutions and choose top market – product combinations
5. Make a targeting list of companies to sell these products to
6. Align marketing an talent capacity to be able to reach these markets, sell the right product, deliver it, and showcase it
Will This Solve All My Problems?
Still need to train people
Still need to market, sell, and deliver well
In Colombia sales members see the impact so clearly it’s difficult to move their focus to other sub-products
In Russia the sales members were so successful they didn’t feel as much pressure to perform anymore
What Will Be the Impact When We Do This?
More sales intensity because members understand the why
Better leadership experiences for EPs and members as they contribute to society’s needs
More TN raises with better customers for our purpose
BIG AIESEC
What Do We Do in Q1?Activity Tier 1 Tier 2 Tier 3
Choose what market segments you want to sell in based on “If you could bring 1000 EPs to your country . . .”
X X X
Message purpose of GIP to LCs in all channels X X X
Add purposeful elements to JDs of current market-product strategy X X X
Share CoW of GIP with TN-takers and help them plan to co-deliver leadership experiences X X X
Embed purpose of GIP in all marketing, talent capacity, and showcasing for iGIP X X X
Integrate 1 new market segment from GST research
X X
What Do We Do in Q1?Activity Tier 1 Tier 2 Tier 3
Create a new market – product strategy based on purposeful GIP X
Test new market – product strategy on national level X
Raises that create leaders
What are we trying
to achieve
?
Be the leader who confronts
the fundamental
problem
Make an organizatio
n whose purpose
and actions are aligned
Create purposeful leaders
Why Do This Now, and Not Next Year?
Thank You
LETS DO iGIP With Purpose in MENA !!!
Mando
MCVP iGIP Egypt 13’14
Cole Wirpel
AIVP Operations 13’14