Gr8t Ideas.2009.Actlocally
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Transcript of Gr8t Ideas.2009.Actlocally
Great Ideas 2009 Act Locally, Think
Globally: Leveraging Opportunities
Peter TurnerBus. Development Director, US Institutional MarketMCIFebruary 22; 315pm-430pm
Connecting Great Ideas and Great People
Session Focus
Most common barriers when working a regional market
Opportunities used to enter a market, build community, and brand awareness
Examples of successful approaches by other associations that were locally relevant
Agenda
Global growth trends Impact on associations Research results
Opportunities they see Obstacles to overcome
How some associations are responding
Tools to improve your chances
What region grew the fastest since 2001?
Emerging Markets Rule
Global Growth Trends 24/7 Global Project Management – requiring
interoperable standards & practices from body of knowledge to practices
Outsourcing (Asia) spreads to white collar (BPO) Asian skill “gaps” in knowledge application Customer service expectation is global whether
NY, London, Dubai, Singapore Massive fluctuation in youth and aged groups
with new consumer habits, learning modes, and supply of labor
Workforce mobility & diversity acceleration – global expats; cultural assimilation
Emerging market’s growing middle class demands for goods and services
Knowledge becoming more diffuse (Asia) As standards of living rise demand for "non
formal" education grows
Signs Impacting You
A growing presence of non-US Customer product
consumption (e.g. certification)
Attendance at US meetings Author contributions to
publications More reliant on international
members and customers to maintain revenue growth
Regional members, customers, partners and leaders demanding your client be more “present and engaged” in their region
Globalization’s Impact on Assns Global Scale
265,000
84,000
80,000
64,000
96,300
Indian university system couldn’t supply enough “qualified”
engineers
On WIPRO Campus
300 professors
350 new employees every MONDAY! (constant 3150 students)
Track 1: 12-14 week mandatory programs
Track 2: “graduate level” voluntary (career dependent)
Weeds out, builds “project ready” ppl, reduces staff turnover to 1%
Research Results
In 2008, the Government of Abu Dhabi hired MCI to determine US and EU based associations needed to build a sustainable business in region
Client Interviews & Survey Respondents
Survey - Leading Opportunities Next 12-24 Months
1. Run regional conference, seminars, or workshops2. Raise brand awareness3. Increase membership and locally relevant product sales4. Grow participation in our local, regional, international activities 5. Grow more affiliates to conduct more local activities 6. Promote programs to local peer groups and/or govt agencies7. Improve volunteer leadership development8. Conduct market feasibility to determine business potential 9. Find local faculty or presenters 10. Explore office opening
Survey - Barriers to Regional Growth
1. Lack of experience and knowledge of region
2. Local recognition of non-profit status3. Weak volunteer leadership support4. Getting government endorsements and promotion support5. Gaining acceptance of professional women & certain ethnic group 6. Better local marketing and business development
7. Local community receptivity to US/EU-based associations
8. Gaining access to professional women in our field
9. Rising inflation of costs to do business10. Lack of transparency and cost to establish an office
Single biggest problem is inability to scale to meet opportunities or overcome obstacles
Survey – Ingredients of a Successful Market
Infrastructure Needs Unrestricted access to tech &
communication Proximity of members &
prospects Access to partnership prospects Number/qual of institutions in
field Number/quality of university
programs and grads in field Local attractions
Reg. & Business Environment Local receptivity to our
purpose/mission Ease of doing business Importance of fair and ethical
business customs Ability to repatriate revenue
from region if needed Openness and transparency of
local practices Supportive regulatory and tax
environment
Quality Service Providers Membership & chapter
development Education, training and
certification Publishing and translation Marketing and business
development Access to capital for raising
funds for regional activities Access to quality legal services Access to global banking
services (merchant account)
Regional Staffing Needs Language fluency in local and
English Functional expertise using
“generally accepted” practices
Experience in our field Local HR hiring restrictions low
Business Indices for Qualifying Opportunities
Track & Contrast Competitive Factors
WEF Arab World Competitiveness 2007 Report
0
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40
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Ove
rall R
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Mar
ketin
g Sop
histi
catio
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Loca
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ontro
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Depth
of L
ocal In
dustr
y Valu
e Chain
Loca
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pend
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Univ.
-Indu
stry
R&D T
ie U
ps
Loca
l Ava
ilabi
lity o
f Scie
ntist
s & E
nginee
rs
Paten
ts G
rant
ed
Acces
s to
Res
earc
h & T
raini
ng
Deman
d fo
r Tra
ining
& D
ev
Ventu
re C
apita
l Acc
ess
Loca
l Sup
plier
Quali
ty
Competitive Factors
Sc
ale
of
Off
eri
ng
Qatar
Bahrain
Chicago
Singapore
UAE
Practices – Mature MarketSeven figure revenue growth from network of 20+ national
societies & training providers
Partnering to Overcome National Society Barriers
Local Member Services
Local Test Prep Training
World HQ
Asia Office
Middle East Office
Europe Office
Africa Office
North America Office
(Field Staff)
Oceana Office
South & Central America Office
Country BAffiliate
Country CAffiliate
Country AAffiliate
AEP??
AEP??
AEP??
AEP??
Country DAffiliate
AEP??
AEP??
AEP??
Country EAffiliate
Country FAffiliate
Country GAffiliate
AEP??
AEP??
AEP??
AEP??
AEP??
Country HAffiliate
AEP?? ??
Instructor A
Instructor B
Bus, Consultant A
AEP??
AEP??
AEP??
Bus Consultant B
CBT Test Centre Vendor A
CBT Test Centre Vendor A
CBT Test Centre Vendor A
CBT Test Centre Vendor A
CBT Test Centre Vendor A
CBT Test Centre Vendor A
CBT Test Centre Vendor A
CBT Test CentreVendor A
NameTitle
CBT Test Centre Vendor A
Membership
Education
Certification
Support
Strategy and Decision Making
Practices – Emerging MarketSix figure revenue increase in revenue from EMEA (20%
increase in local membership & 33% increase in AGM attendance)
Enterprise Level Sales
Membership
Meeting Attendance
Enterprise sales: building c-level executive contacts to create an “enterprise level pipeline”
Central/ Eastern Europe focus Partnerships: local chambers (financial &
political support), national societies (access to new audiences), and sister organizations (market research)
Local language communications to promote local, regional and international programs and services
Increased participation by volunteers and members to regional and international activities
MDRT ambassadorship program at local corporate member company meetings or local events to promote MDRT content
Seminars/Training/Workshops on sales/practice management presentations
Practices – Emerging Market300% Increase in Membership in 12 months
Establish close relations Chinese government, corporations and universities
Develop new training tailored to Chinese market
Provide local volunteer leader support
Revitalize the Chinese website Translate all the collateral and
produce a website in Chinese ISPE’s pavilion at China Pharm
2008 ISPE China Conference 2008 Marketing and promotion
activities
Local Office
Government Partners
Volunteer Leader Development
Training & MARCOM
Tools to Improve Your Chances Customer Segmentation Profiling – qualitative and
quantitative data collected in field to develop a profile model of needs, expectation and desired outcomes
Regional Economic, Business, Social, Technical Trends – assess independent variables
Country to Country Analysis – to confirm best event location
Competitive Analysis – to help shape competitive advantage
Comparative Analysis – contrast business/ops models Financial Analysis – business model needed to deliver the
value your client’s customers say they want (level of investment the association ready to make overtime)
Operational Analysis – what’s required to deliver effectively and efficiently within the region
Product Audit - sell them what they want not what you have… adapt product to local need
For Slides & More Information
Contact information:
Peter TurnerBusiness Development Director, US
Institutional Market MCIPhone: +1.571.275.1515E-mail: [email protected]: www.growglobally.org