leonards 2010 plan
DESCRIPTION
Leo's presentation to the CompTIA International Team on what is going on in Latin America and the CaribbeanTRANSCRIPT
Latin America and the Caribbean
Sales Meeting, Chicago 8-12 March 2010
2010 Goals
2010 Goals
• 5000 certification exams (2009- 3516 exams…9.04% growth over 2008)
• 1000 Strata exams (2009 – 3 exams)
• Standard pricing in U.S. dollars
• Membership growth of 100% w/CAPP
• Grow ASC by 100%
• $1,100,000 gross revenue
• Net income profit targets…same as Terry’s
Team Brasil
• Ronaldo Frederico, [email protected]• Marketing Consultant, Professor at Pontifícia Universidade
Católica de São Paulo • Formerly Business Unit Country Manager for Sun, IBM, HP, and
TTI• Focus/Specialty – Academic, OEMs, State/Municipal
Governments around Sao Paulo, Marketing Consulting
Team Colombia
• Dr. George Proeller, [email protected]• Doctor of Computer Science, 6 Masters Degrees, SME for first
Security+ Development, Chairman Emeritus ISSA-Colorado Springs, President ISSA-Colombia
• Focus/Specialty – Academic, Commercial Trainers, IT Security
Team Puerto Rico/República Dominicana
• José Vargas, [email protected]• VAR, CTT+, A+, Trainer, Independent Businessman, • Long time CompTIA VAR member and participant in Sales &
Service Section• Focus/Specialty – Everything.....Commercial Trainers,
Academic, OEMs, State/Municipal Governments, VARs
Team Mexico
• Juan Saldivar, [email protected]• Nadia Jessel, [email protected]• Currently: Sr. Mgr. Educational Services, Latin America for Sun,
10 years• Formerly: Novell - Commercial Director; Lucent – Sales
Manager; Business Unit Country Manager for Sun, IBM, HP, Intersys and TTI
• Focus/Specialty – Federal Government, Commercial Trainers
Certification breakdown
Consumption By Country…41 Countries/Autonomous Units:
16.40%
12.30%
10.50%
7.70%5.60%5.50%
42.00%
Exams by Country
Puerto RicoColombiaTrinidadBrasilBarbadosSVGOther
Certification breakdown
Cert Breakdown by Type…..3516 total in 2009:
A+Network+Security+
ConvergenceE2C
Others
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%
57.96%14.93%
5.26%7.59%
5.46%8.80%
Consumption by Cert
Certification breakdown
1.337%33.937%
7.458%
18.991%5.046%
4.579%
23.003%
Population Comparison
ArgentinaBrasilColombiaMexicoPeruVenezuelaOthers
Certification breakdown
1.337% 7.651%
12.315%
3.612% 0.512%
0.398%
74.175%
Consumption Comparison
ArgentinaBrasilColombiaMexicoPeruVenezuelaOthers
Certification breakdown
Sectors
*Training partners in the Caribbean
*Avaya – Convergence+ and A+
*GBM Corporation, 7 countries – Mandate…All 300+ technicians must be A+, Network+ & Security+ certified. In 2009 it was A+. 2010 will be Network+ & Security+.
*Quiet mandates….Dell, HP, Ricoh, Canon, Gov’t regulations
Largest Certification Customers
Largest Certification Opportunities
Educational/Training Sector:*Puerto Rico – Training Partners (Agent)
*Caribbean – Barbados, Trinidad, SVG, Jamaica
*Brasil – Grupo Impacta (Agent)
*Argentina – EXO S.A. (commercial trainer)
Corporate Sector:*GBM Corporation – Mandate, according to their plan over 500 certs in
2010, IBM exclusivity in Central America
*ITS InfoComm – 11 countries, 1500 employees, largest CISCO VAR in Latin America
*Grupo STT – Mandate across the region – Strata, Certifications
Government/Association Sector: ALETI, Targeted
Member Engagement
Engaging Members:
*System to send something every 2-4 weeks…maintain mindshare
*Connect people….one person needs something, who do I know that can meet that need…develop value & credibility
*Virtual Communities….Orkut, LinkedIn, Facebook, Twitter…guerilla marketing
*Skype – always on, Pick up the phone….be available
*2010 – CompTIA activity status reports, what’s going on in the country/region?
*When in town….look them up
*Agents
Membership Opportunities:*CAPP – primary directive
*E2C – primary directive, largest opportunity in numbers
*Associations – partnering, affiliations, alliances, etc…
*VAR – always looking for VAR opportunities, especially with ASC
Member Engagement
HOW...*Understand their businesses *Send them “useful” information
*Pick up the phone *When in town, look them up *Use Skype with video
*Learn something about them and ping them on it
Testimonials…*2010 activity…gather testimonials, mandates, value-statements…create my own
marketing materials
Find Members & Prospects….*Mine iMIS *Mine CertMetrics *Mine PearsonVUE/Prometric/Certiport
*Social Networking (experiment) *Referrals
*Partnering…ISSA, local communities *LinkedIn
Member Engagement
Member Engagement
Potential affiliate member
*ALETI – Association of associations, 17 countries
*ACTI – Chile
*ASSESPRO – Brasil
*ANADIC – Mexico
Threats
1. Lack of localized exams…Portuguese….English won’t suffice, won’t grow beyond 3500 exams. Simple fact.
1. A+ in July
2. RFID+ in July
3. Strata-IT Technology - now
4. CDIA+ - now
5. PDI+ - in approval process
2. Lack of localized courseware….CENGAGE, ElementK, gtslearning
3. Need to be able to travel…Good sales execution & the regional culture requires “being there”. The one cultural constant in the region is that these are “touchy, feely” people. They want to see you, touch you, and hear you. You get phenomenal “brownie points” for showing up.
Final word…
• The population of the region is greater than either the EU or USA. Brasil (8) and Mexico (12) are among the twelve largest economies. Brasil is forecasted, by multiple sources, to become the 5th largest economy by 2020. Over 62% of the population of Latin America, today, is under 35, and getting younger.
Final word…Final word…
Final word…young demographics
Final word…young demographics
Final word…We have not even scratched the surface.
Thank you…….