7 steps to attract foreign direct investment ebook

1. www.FDIAttraction.com7 steps to attractForeign Direct Investment to your region.Strategies, tactics and tools for Economic, Community and Real Estate Developers.By Xavier HurtadoForeign Direct Investment [email protected] on the book:How to attract Foreign Investors to your Region: A 7 step roadmap for economic developers

2. Strengthening Communities One Economic Development Professional at a time!What well cover today7keyelementstoattracttheidealinvestortoyourcommunity:hotelchains,shoppingmalls,businesscenters,manufacturingandlogisticscompanies.Achecklistofmarketingmessages,toolsandtacticstoimplementonyourFDIattractioncampaign.Our7steproadmaptoattractcommercial, industrialortouristicinvestorstovisitandconsiderinvestinginyourregion.Successstoriesfromdiverseregions. 3. Strengthening Communities One Economic Development Professional at a time!Why attract FDI to your region?Becauseyouwanttocreatemoredirectjobsandeconomicspillover.Becauseyouwantlocalsupplierstogrow.Becauseyouwanttoattractmorebusinessestoyourcommunity(commercialortouristic).Becauseyouwantyourlocalcolleges, universities,technicalschools,supplierincubatorsandacceleratorstodevelopamorecompetitiveworkforce.BecauseyouwanttoimprovetheQualityofLifeofyourcommunity.Becauseyouwanttoimprovetheglobalperceptionofyourregion.Becauseyouwanttopositionyourcommunityasaglobalinvestmentattractionhub.Andmore. 4. Strengthening Communities One Economic Development Professional at a time!The Time is NOW!Theglobaleconomyhasshiftedpreviousproductionplacesandbusinessparadigms.Thecompaniesthatwanttoremainorbecomecompetitiveintodayseconomywillhavetocatertheyounggrowingmarketsatalowproduction-distributioncost.Yourcommunityneedsyouraggressivenesstobringnewbusinessventuresintheregion.Ifyouarelate,Investorswilltaketheirfinancialresourcesintootherregions. 5. Strengthening Communities One Economic Development Professional at a time!About Xavier Hurtado Foreign Direct Investment attraction & Global Expansion Facilitator for Economic and Community Developers12+yearshelpingbusinessdecisionmakerstoincreasetheirprofits.+6yearsdirecting,designingandlaunchingforeigninvestmentcampaigns.Internationalspeakerontopicsrelatedtoforeigndirectinvestmentattractionandbusinessglobalexpansion.Authorofthebook:HowtoattractForeignInvestorstoyourregion:A7steproadmapforEconomicDevelopers.Authorofbusinessexpansionandaccelerationpublicationswithastrongfocusonmarketingstrategies, tacticsandtoolstoattractandretainclients.Founderpresidentoftheinternationalacademiesandmovements:FDIAttractionAcademy(foreconomic, community,touristicandindustrialdevelopers),GlobalExpansionAcademy(forcommercial,touristicandindustrialcompanies),GlobalConsultantAcademy(tohelpconsultantstoattractinternationalclients), BusinessAccelerationMovement(forcommercial, touristicandindustrialcompanies),EntrepreneurMovementandFundraisingAcademy.Contactat:www.XavierHurtado.com 6. Strengthening Communities One Economic Development Professional at a time!Attracting FDI Traditional way: Trade ShowsIusedtoattendTradeshowsInvestment:$15,000to$50,000USD+hiddencosts(brochures,booth, goodies,wages,travelexpenses).Averageresults:50businesscardsperteammemberforeachdayofthetradeshow.ProblemMostattendeesareMarketingandSalespeople,notinvestorsorbusinessrelocationorexpansiondecisionmakers.Bestcasescenario:1investorattractedtotheregion. 7. Strengthening Communities One Economic Development Professional at a time!Attracting FDI Traditional way: SeminarsIorganizedSeminarsInvestment:$30,000-$50,000USD+ hiddencosts(brochures,banners,hotelrooms,equipment,mealsoffered,goodies, wages,travelexpensesofagents+speakers)Averageresults:20attendeesoutofa14,000decisionmakersfiltereddatabaseinvitedthroughtelemarketinganddirectmailProblemThemarketingapproachofInterruptionhasverylowconversionrate(telemarketing)Bestcasescenario:1to3investorsattractedtotheregionwithaverylongsalescycle(from1to4years) 8. Strengthening Communities One Economic Development Professional at a time!Attracting FDI Traditional way: Publications & BillboardsAdvertisingonPublicationsthatInvestorsandBusinessDecisionMakersread:Investment:rangingfrom$4,000USDupto$80,000USDforaonetimefullpagead.Results:Althoughplentyofpublicationshavegreatreadership,callsoremailsrarelycamefromthem.OtherMedia:billboardsSameresults:NOCALLSorEMAILS. 9. Strengthening Communities One Economic Development Professional at a time!What was I doing wrong?Unemploymentratesweregoingup.Localbusinesseswereeitherslowingdownorshuttingdownduetotheeconomicdownturn.Qualifiedlaborforcewasmovingtootherregionswithahigherpay,makingcommunitieslessattractive.Qualityoflifewasgoingdown.Internationalinvestorsweretakingtheirprojectstootherlocations.TradeShowsandtraditionalmethodsofadvertisinglikepublicationsandbillboardswerenotbringingtheneededresults.Onlinemarketingwastoocomplicatedtounderstandwhiletryingtoattractinternationalinvestors.Despite all my efforts, I still had the following pain points: 10. Strengthening Communities One Economic Development Professional at a time!What was I supposed to do?IknewthatIdidnotwanttokeeponspendingmymarketingandadvertisingBudgetintheso-calledBRANDINGmediawithoutameasurablereturnonmarketinginvestment(ROMI).IknewthatIwantedtoincreasemyinvestorattractionrate.IknewthatevenifIhadanalyticsofvisitorstomywebsite,IwantedtoknowwhoIcouldcallorsendanemailtobecausetheybecameinterestedinmyregion.ThesewantsmademecreateaBudgettodobenchmarkingfromotherregions,research, training,coachingandexperimentwithnewtechnologiesandcampaigns.Lesson learned: Dont let your MARKETING area issue a check your community cannot cash 11. Strengthening Communities One Economic Development Professional at a time!I decided to look for professional training that I adapted to FDI Attraction!DaniJohnson:Economicgrowthcomesfromhelpingpeople.ThemorepeoplewehelpFrankKernandKevinNations:InvestorswillstartinvestinginyourregionwhenyoustartpromotingbusinessopportunitiesandtheROIthattheyareinvestingin!AliBrown:Imitatethebestpracticesofthe1%erswhoarebringingoutstandingresults.SethGodinandFrankRumbauskas:makesureyouuseattractionandpermissionmarketing.MarkJoiner:Implementintegrationmarketingthatmakesinvestorshungryformoreinformationwithyou.RussellBrunson:Createforcedandlimitednurturingcampaigns.BrendonBurchard:createvaluepropositionsthatcanbemeasuredinthebankwith20:1ratios.MikeKoenigs:followupwithyourpotentialinvestorsontheirterms, technologyandtiming.DaveVanhoose:launchaglobalspeakingengagementtour.DarrenHardy:Planacompoundeffecttopositionyouregion.ClateMask:createanurturingstrategyalongthe7stagesoftheinvestorattractioncycle.JohnJonas:subcontractingmarketingtasks.JeffWalker:Dontbankthefutureofyourcommunityonhopemarketing.MikeFilsaime:Launchingautomatedevergreencampaigns.Amongplentyofothercoaches,consultants,speakers,authorsandmarketersthatwecameincontactwith.More than $50,000 USD invested in professional training and more than $2 million US invested in different campaigns and platforms over a 6 year period of time serving different regions. 12. Strengthening Communities One Economic Development Professional at a time!Attracting FDI What was I doing wrong if this used to work?Source: www.ZeroMomentOfTruth.comStimulus=whenInvestorslearnedabouttheopportunityofmyregion(tradeshow, seminar,magazinead,etc).FirstMomentofTruth=Whentheydecidedtocontactandvisitmyregion.SecondMomentofTruth=Whentheyinvestedandtestedtheresultsinmyregion. 13. Strengthening Communities One Economic Development Professional at a time!Attracting FDI Decision Making Process ResearchedThe Zero Moment of Truth appeared!Source: www.ZeroMomentOfTruth.comStimulus=whenInvestorslearnedabouttheopportunityofyourregion(tradeshow,seminar, magazinead,etc)ZeroMomentofTruth=Investorsdoresearchonsearchengines(Google,Yahoo,Bing), SocialMedia(Twitter,LinkedIn,Facebook,Delicious),Videos(YouTube),Podcasts(ITunes), Referrals,Reviews.Then,basedontheirownconclusions,theydecideiftheywillcontactyou(moveontothefirstandevenperhapstothesecondmomentoftruth).FirstMomentofTruth:whenpotentialinvestorsdecidetocontactyou.SecondMomentofTruth:wheninvestorsestablishedtheircompaniesinyourregion. 14. Strengthening Communities One Economic Development Professional at a time!Attracting FDI Decision Making Process ResearchedSource: BtoB OnlineFirst, they go to Online Communities (Social Networks) and Search EnginesThen, they look for whitepapers, webcasts, videos and other online educational media 15. Strengthening Communities One Economic Development Professional at a time!Attracting FDI New way: Virtual Trade Shows showing our Ebooks& Webinars promoted through Social NetworksEbooks&WebinarsandVirtualTradeShowspromotedthroughSocialNetworkshadbetterperformancethanotherstrategiesduetotheinteractioninrealtimethatthesetoolsofferanditslowcosttoproduceandlaunch.Learningcurve:newtechnologyforus-webinarhostingplatforms,websites,socialnetworks,drivingqualifiedinvestorstowebinarsandtrackingresults.Advantages:notravelexpenses,easiertoaskdecisionmakerstositontheircomputerfor1hourthantravelingfor3or4daysResults:Onthefirstwebinar,wegot64potentialinvestors-Westarteddoing1webinarperweek. Thenwedecidedtolaunchebooks,withabetteryield:100+registrantsintheimmediateweekofitslaunchwithayieldof15potentialbusinesscasesforourregion(withdifferentsizesandtimeframes).Investmenttoattractthem:rangingfrom$5,000to$10,000USDperebookorwebinarcampaignbringingmorethan100registrantseach. 16. Strengthening Communities One Economic Development Professional at a time!FDI Attraction Lessons Learned about investorsInvestorstakeactionwhentheyarereadytodoit;notwhenIamreadytomarketmyregion.ThatiswhyIrequireaninvestornurturingcampaign.Investorsdonotlookonlyforgeographic,demographicandcostofdoingbusinessinformation:Theywanttoknowwhatthebusinessopportunitieslookslikeandtheriskitwillimply!InvestorswilltrytofirstfindcustomersanddistributorsthanjustventuringtoopenafacilityinaforeignlocationInvestorswillalwayslookfortheirReturnonInvestment(ROI).ItseasiertoinviteaninvestortoanorganizedandscheduledCommercialMissionthantowaitforhimtoplanforabusinesstrip.Morethanincentives,Investorswilllookforacommunitythatalignstotheirfutureplansandphilosophy.Investorslookforwaystomaximizecertaintyandminimizeriskwhileinvestinginaregion:fromsiteselectiontosoftlandingsolutions(likeforeignbusinessincubators),avoidingredtapeandfinesoncomplianceinvestmentmadeeasy. 17. Strengthening Communities One Economic Development Professional at a time!SuspectProspectLeadOppInvestorInvestor NurturingEarlyMidLateLessons learned: The Investor Process to Land in your Region1.Suspect:potentialinvestorswhoyouwanttoattracttoyourregion.2.Prospect:Subjectsthatshowinterestinourregion(atthispointweknowwhotheyare).3.QualifiedLead:Prospectswhorequestinformationtostartdoingbusinessinyourregion.4.Opportunity:Leadswhorequestabusinessagendatovisityourregion,costmodelsimulation,incentives,proposalorotherkeyinformation.5.Investor:AnOpportunitythatdecidestoInvestinyourregion.This graph shows the traditional 5 stages of investor attraction to your region.This is the typical graphic representation to Land Investors in your region.It is very important that you implement and use the right tools and message at each of the stages so that you capture, nurture and convert those investors into new businesses in your region. 18. Strengthening Communities One Economic Development Professional at a time!EarlyMidLateFind and attract subjectsCapture ProspectsEducate and nurture leadsConvert opportunitiesLand InvestorsLead nurturingUpgrade InvestorsAttract suppliersWhat did I learn about the investment attraction & retention process?Adding 2more stages:X2%25%10%10%25%30%These are the market conversion rates from one stage to another.So, how many potential investors do I need to reach in order to be successful?The arrows indicate the moment when a potential investors need more information before committing to our region 19. Strengthening Communities One Economic Development Professional at a time!AttractingFDILessonslearnedaboutMarketingAlargegroupofinvestorswilldotheirsearchonline,beforeandduringtheirinvestmentresearchprocess:IneedmywebsitetobefoundonsearchengineslikeGoogle,YahooandBingwithinvestmentattractionkeywords.Internetmarketingismorethanjustawebsiteandsearchengines:IwanttoknowwhoisbrowsingmywebsitesothatIcanfollowupwiththem.Emailmarketingisnotjustsendinganemail(CAN-SPAMact):itsatooltofollowupandnurtureinvestorsoncetheyfeelattractedtoourbusinesspotential!VideosandPodcastscanbeengagingmediatoattractandeducateyourpotentialinvestorsaboutdoingbusinessinyourregion,especiallyifyoupublishthemonportalslikeYouTube, VimeoandITunesandpromotethemonsocialnetworkslikeFacebook,LinkedIn,Twitter,Digg,Delicious,PinterestandInstagram. 20. Strengthening Communities One Economic Development Professional at a time!Attracting FDI Lessons learned about MarketingBooksandinvestmentguides(printedandelectronic)areagreatwaytopositiontheopportunityofinvestmentinmyregion, especiallyiftheyaretranslatedanddistributedinthecountrieswherepotentialinvestorslive.Webinarsandvirtualtradeshowsareagreatwaytoattract,interactandfilterpotentialinvestorswithoutlargebudgetsandtravelexpenses. 21. Strengthening Communities One Economic Development Professional at a time!The 3 ages of Economic Development Marketing to attract foreign investors to their regionHere are just some examples. Obviously, the Accelerated Proactive Marketing is the most effective of the 3.Advertising: TV, Radio, Newspapers, Magazines, websites without valuable information for their potential investorsContents: centered in their own regions and politics.Without any metrics on marketing lead generation accountabilityWithout investor incubators and retention programsWithout supplier attraction or development programsAdvertising: some traditional media combined with social mediaContents: Fully centered in their own region and politicsBasic metrics about the market: surveys and analyticsWithout investor incubators retention programsWith some incipient efforts to learn about supply chain problemsAdvertising:Combination of traditional + social media + mobile marketingContents:investor centered campaigns: showing business opportunitiesFull accountability for marketing budget spent vslead generation accountabilityIntegrated solutions to incubate, soft land and facilitate investment establishmentProvokes referral marketing through supply chain integration programsTraditional MarketingProactive MarketingAccelerated Proactive Marketing 22. Strengthening Communities One Economic Development Professional at a time!So, what are the challenges that we face as Economic Developers?Howexactlycanwefindtherighttypeofinvestorforourregion?Howcanwemeasureandimproveourmarketingeffortstoattractandlandthoseinternationalinvestorsyearafteryear,campaignaftercampaign?Howcanwehelpcompaniesgrowinmyregionsothattheyattractothercompaniesandsuppliersaswell?Howshouldweintegrateasupplychainintegrationprogram?Howcanweautomateandoutsourcealltheday-to-daymarketingtaskssothatwefocusonthestrategicpartoftheprocess?Howcanwepositionourregionataninternationallevelassoonaspossible?Most importantly, how can we digest and process all of these concepts into a step by step framework that we can implement with tactics and tools that work?With all of the previous lessons learned, we still want to know: 23. Strengthening Communities One Economic Development Professional at a time!Our purposeWedecidedtosynthetizeandsystematizeourlessonslearnedintoaninternationalprogramthathelpsEconomicDeveloperstoby-passthelonglearningcurveandacceleratetheirimplementationandinvestorattractionresults,sothatwecontributeonjobgenerationandeconomicspilloverthroughouttheworld.Thatiswhywecreatedour:Are you ready to see our step-by-step framework?FDI Attraction Academy 24. Strengthening Communities One Economic Development Professional at a time!7 STEPS TO ATTRACT FOREIGN DIRECT INVESTMENT TO YOUR REGIONOur Step-by-Step Framework 25. Strengthening Communities One Economic Development Professional at a time!7 Steps to attract FDI to your region1.Targettherightindustries,companiesandInvestorsforyourregion.2.CreateanInvestmentSoftLandingProgram.3.CreateanInvestmentOpportunitySeminar+Book+Multimediaaboutyourregion.4.DevelopaGlobalWebsite+MobileAppwithInvestmentCalculators.5.DevelopanInternationalreferralprogram.6.Launchaninternationalcampaignthroughsocialnetworksandsearchengines.7.Organizeandpromoteseminars,speakingengagementtourswithbusinessassociationsandembassies+coordinatecommercialMissionsforPotentialInvestors.What should each one of these elements include?How can you get them done in 12 weeks? 26. Strengthening Communities One Economic Development Professional at a time!Step 1: Target the right Industries and CompaniesDeterminetheidealprofileofinvestoryouwanttoattracttoyourregion:industrial, commercialortourismbasedonregionalbusinessopportunitiespotentialandsupplychainneedswithregionalpurchasingpoolsoutofyourclustersandassociations.Identifythebestplayersthatmatchyouridealinvestorprofileontheinternationalarena, includingassociationsandaffiliations.Selectthetop10companiesandcreatetheirfullprofile:Whattheydo,where,how,whyandforwhom.FindaChampioninsidetheircompany.Createastrategytoalignyourregiontofittheirvisionandopportunitiesforgrowth.CreateaUniqueValuePropositionforthecompany.Pre-selltheshiftfortheircompanyandforyourregion. 27. Strengthening Communities One Economic Development Professional at a time!Case Study #27: Chihuahuas Aerospace ClusterTheycreatedalongtermvision:assemblingacompleteaircraftintheregion.Theyperformedareverseengineeringstudytodeterminethedifferentprocessesthatwererequiredtoassemblethecompleteaircraft.Theymadeacurrentcapabilitiesassessmentthattheycomparedagainstthereverseengineeringstudytodeterminewhattheyweremissingintheregion.Theydevelopeda10yearroadmaptointegratetheprocessesthatweremissingbyattractingordevelopingkeysuppliers,talentandinfrastructure.Atthispoint,itwasveryclearthespecificprofileofcompaniesthattheregionneededtoattract. 28. Strengthening Communities One Economic Development Professional at a time!Step 2: Create an Investment Landing ProgramGatherlocalinformationthatcouldbeofvaluefortheforeigninvestor:infrastructure,accessibility,connectivity, qualityoflife,supplybase,academicinfrastructure,etc.OfferSiteSelectionAssistance:tofindstrategicrealestate.OfferLocation&IntegrationServices:suppliers,distributors, realestate,fundingsources,logisticsproviders,etc.OfferMatch-MakingB2Bagendas.Offerincentives:land,training,certifications,technologytransfers,etc.DevelopaStartUpIncubatorProgram:offercuttingthroughthered-tapefasttrackstartuporincubatorprograms.Developalocaladministrativeumbrellaprogramforinternationalinvestors:legalities,customs,humanresources,fiscal,accounting,compliance,andsoon. 29. Strengthening Communities One Economic Development Professional at a time!Case Study #25: A National Manufacturing Association creates a global purchasing poolThenationalmanufacturingassociationINDEXinMexicoidentifiedcommonneedsofforeignsuppliesindifferentregions.Forexample, theyidentifiedUS$4Billionneedsintoolingthatwerebeingimportedfrom3differentcountries.So,theyintegratedthosecommoditiesintopurchasingpoolstobeabletoattractforeignsupplierswithasolidbusinesscase.Thentheycreatedaprogramincludinggovernmentincentivesandanallinclusiveincubatormodeltofacilitatetheestablishmentofsmalldistributioncentersorevenproductionlinesofthoseneededprocesses.Nowtheyarehostingdifferentseminars,B2Beventsandcommercialmissionstoconnectthoseinternationalsupplierswithpurchasingdecisionmakersoftheneededproductsandservicesinthecountry. 30. Strengthening Communities One Economic Development Professional at a time!Step 3: Create an Investment Opportunity Seminar + Book + Multimedia about your regionCreateaseminar,bookandvideosthatshowthebusinessopportunityinyourregion,including:LocalandRegionalmarketcomposition:consumers, distributors,competitorsandlocalsuppliers.Humanresources:availability,cost,turnover,skillset, wages,benefits,productivityandquality.Businessenvironment,Infrastructure&Qualityoflife: successstoriesofsimilarcompaniesintheregion.StartUpandOperationalpermits(entry,operationalandexitbarriers)andoperationalcostmodels.Infrastructure,accessibility,connectivity,realestate, utilitiesavailability.Softlanding,incubatorandstartupprograms:stepbystepprocesstostartbusinessoperationsinyourregion.Guideinvestorsintothenextstep:aconsultationcall, assessment,regionalbusinessagenda,siteselectionanalysisorcommercialmission.Once all of this is documented, you should convert it into a book and seminar to distributeit through Embassies and Business associations in foreign countries. 31. Strengthening Communities One Economic Development Professional at a time!Case Study #31: Economic Developers support and sponsor the organization of Supplier days for OEMs and tractor companies.EconomicdevelopersandindustrialassociationshavesupportedandsponsoredtheorganizationofSupplierDays sothatOEMsandtractorcompaniessuchasFord,Daimler, Chrysler,Nissan,Navistar,GM,ToyotaandVWcanattractforeignsuppliersneartheiroperationstomitigateleadtimeandlogisticscosts.ThisisthesamecaseforAerospacecompaniessuchasBeechcraft,Bombardier,Honeywell,andsomeotherindustrieslikemedicaldevices,electronicsandfoodindustrywithwhomapurchasingpoolcanbeintegratedintoabusinessportfoliomakingitattractiveforforeignsupplierstoexpandorrelocateoperations.ThatistheperfectopportunityforEconomicDeveloperstooffersoftlandingprogramsandregionalbusinessagendas. 32. Strengthening Communities One Economic Development Professional at a time!Step 4: Develop a Global Website (mobile device friendly) + Mobile APP with investment calculatorsTheInvestmentOpportunityincludingFAQs, CostSimulator,TestimonialsandSuccessStories.InvestmentLandingProgram.Localinformation:maps,infrastructure, connectivity,accessibility,qualityoflife,videos, whitepapersanddownloadableflyers.Investorcapturepagesofferingyourwebinar, ebooks,whitepapers,etc.Aninvestoreducationnurturingsystem:withdripmarketingcarryingkeycontentandcallstoactiontojoincommercialmissionsortorequestbusinessagendasorproposals.Multiplelanguages(keywordoptimized)andwithinternationalaccesstelephonenumbers.Websiteviewableonanyinternetbrowseranddevice.Your regional website must contain: 33. Strengthening Communities One Economic Development Professional at a time!Step 4: Develop a mobile app with Geolocation featuresYoumustcreateamobileappforAppleandAndroiddevices(tabletsorsmartphones)withthefollowinginformation:Businessopportunity.Businessmodelcosts(calculator).Realestategeolocation.Photogalleryofbuildings,qualityoflifeamenities, companiesestablishedintheregion,etc.Localinformation:infrastructure,connectivity,population, qualityoflife,etc.Businessdirectoryclassifiedbyindustry.Governmentincentivestoestablishbusinessoperations.Softlandingandincubatorprogram.Meetingscheduler.Socialmediaconnectivity.According to the American Marketing Association, the entity that does not have a mobile marketing strategy starting 2015 will be out of the market soon. 34. Strengthening Communities One Economic Development Professional at a time!Step 4: Develop an investment calculator with a personalized report on your websiteAsk them key numbers to configure their business model as it would run in your region:Type of businessWorkersManagersSq. Ft or Sq. M. of facilityEnergy usageWater usageShipmentsOther costsThen provide a tailored report with those numbers bringing a Total Cost Equation that they can compare to other regions on a 1-to-1 call with your team. 35. Strengthening Communities One Economic Development Professional at a time!Case Study #53: Nissan & Mazda in Central MexicoNissanhasgrowninAguascalientes.MazdadecidedtoestablishoperationsinGuanajuato.BothcompaniesinterestedinservingMexicosandLatinAmericasgrowingpopulationwithyoungfamilies.Since2012,morethan180suppliersdecidedtoestablishtheiroperationsinthatregionanditsprojectedtogrowto200suppliersby2015.Thatmovementwillcreatemorejobsandlocalsuppliersdevelopment. 36. Strengthening Communities One Economic Development Professional at a time!Case Study #73: Bombardier & Eurocopterin Queretaro, Central MexicoEconomicdeveloperstargetedBombardierAerospace&Eurocopter,aswellastheirsuppliers.Then,theyjoineddifferentAerospaceAssociationsintheircountriesoforigintonetworkandfullyunderstandtheirneeds.ThentheycreatedtheAeronauticalUniversity(onlyoneinMexicoasacountry).Theyofferedagoodpackageofgovernmentincentives.AworldclassconstructioncompanymadetheirfacilityonaBuild-to-Suitmode.Theyarestartingtoattractsuppliersandcreatejobsintheregion. 37. Strengthening Communities One Economic Development Professional at a time!Step 5: Develop an International referral program1.FindlocalproductandserviceprovidersthatwouldbenefitfromthenewInvestmentintheregionandaskthemtoofferafindersfeeforbrokersorpromotersinotherregions:RealEstateProviders&ConstructionCompaniesLogistics&PackagingProvidersHumanresources:recruitment,trainingandpayrollprovidersOtherserviceproviders2.Thenlaunchacampaigntocapturetheactivepromotersyouneedtobringyourtargetedcompaniestoyourregionsegmentedbyindustry.BusinessAssociationsEmbassies&ConsulatesConsultants&brokers3.Buildatrainingprogramforyourinternationalpromotersandmakesureyouprovidethemwithallthemarketingmaterialstheyneed,includingatrackingsystemfortheirmarketingefforts. 38. Strengthening Communities One Economic Development Professional at a time!Case Study # 47: Touristic Developments in MexicoEntrepreneurdiscoversanaturalreserveandconverteditintoanInternationaltouristicattraction:XelHa,theoriginsofCANCUN,Mexico.Agreatpooloftouristicandcommercialinvestors4entrepreneursdesignanamusementparknamedoriginallyREINOAVENTURA(AdventureKingdom)inMexico,SixFlagstoday.AgroupofhotelownersdecidedtogrowtourismfrombabyboomersintoTorreon, Mexico,integratingserviceslikegolf, Mexicanrestaurants,andsoon. 39. Strengthening Communities One Economic Development Professional at a time!Step 6: Launch an international campaign through social networks and search engines.Social Networks:Linked In: Company page, professional profiles and discussion groupsTwitterFacebook: fan pages, groups and accountsMultimedia:YoutubeItunesSlideshareFlickrPinterestInstagramGoogle, Yahoo and Bing in native languages:Search engine registrationArticle marketingPress release marketingQ&A portalsMicrosites: Wikipedia, Google sites, etcOnline directoriesOnceyouhavedevelopedandpublishedtheebooks,videos,reportsandpromotionalmaterialoftheinvestmentopportunityinyourregion,itisnowtimetolaunchaninternationalcampaigntogetpositionedinsearchenginesandsocialnetworks 40. Strengthening Communities One Economic Development Professional at a time!Case Study #81: Medical Tourism in MexicoHospitalsandtouristicagencieshaveorganizeddifferenttoursforpatientsfromallovertheworldTheyhavepusheddoctorstospecializeon:dentalservices,orthopaedia, arthritis,cancer,heartdisease, diabetes,andsoonTheypromoteinvestmentnotonlyonhospitalsandmedicalservices,butalsoonspecializedtransportationandwellnessservices 41. Strengthening Communities One Economic Development Professional at a time!Step7:Organizeandpromoteseminars,speakingengagementtourswithbusinessassociationsandembassies+coordinatecommercialMissionsforPotentialInvestors.Reviewcalendarsofevents,conventions, conferencesandseminaropportunitieswithembassies,consulatesandinternationalbusinessassociationstopromotetheopportunityofinvestmentinyourregion.Organize4commercialmissionsperyearpromotingvisitsto:ForeignCompaniesintheregion, associationsandsuppliers.AcademicandR&DInstitutionsInfrastructurePointsofInterest:airports, seaports,etc.RealEstateFacilitiesShowthemregionaldevelopmentprojectionsandhowtogetgovernmentincentivesVisitgolfcourses,restaurantsandclubs(qualityoflife)Showthemyourincubatorandsoftlandingprogram. 42. Strengthening Communities One Economic Development Professional at a time!Case Study #95 Fisher & Paykelin Reynosa, MexicoNewZealandappliancescompany.TheywerethinkingonstartingupoperationsinAmericatoservetheUSmarket.TheNewZealandEmbassyandtheEconomicDevelopmentofficefromReynosaorganizedacommercialmission.TheyfoundaverysimilaroperationintheregionofReynosa,Mexico,rightontheUSborderwithMcAllen,TX.Theydecidedtoacquireandexpandthatexistingoperation. 43. Strengthening Communities One Economic Development Professional at a time!Go Implement Spheres of Control PhilosophyTolaunchyouFDIAttractioncampaign,focusonthethingsyoucancontrolfirst.ThencontinuewiththeactionsyoucantaketoinfluenceonthechangesyouneedonyourenvironmenttoattractFDI.Donotdependtotheouterspherewhereyoucantinfluenceorcontroltheinputs,muchlesstheoutputs.No Control orInfluenceInfluenceControl 44. Strengthening Communities One Economic Development Professional at a time!7 Steps to attract FDI to your region1.Targettherightindustries,companiesandInvestorsforyourregion.2.CreateanInvestmentSoftLandingProgram.3.CreateanInvestmentOpportunitySeminar+Book+Multimediaaboutyourregion.4.DevelopaGlobalWebsite+MobileAppwithInvestmentCalculators.5.DevelopanInternationalreferralprogram.6.Launchaninternationalcampaignthroughsocialnetworksandsearchengines.7.Organizeandpromoteseminars,speakingengagementtourswithbusinessassociationsandembassies+coordinatecommercialMissionsforPotentialInvestors.When will you start your FDI Attraction Program & Campaign?START NOW with the NEXT STEPS 45. Strengthening Communities One Economic Development Professional at a time!Will YOU Be Our Next Success Story?At FDI Attraction Academy we are on a Mission:To help Economic Developers to attract Industrial, Commercial and Touristic Investment projects to their regions or project through the Strategic Planning and Promotion of commercial missions and global investor attraction Campaigns.We invite you to accept our challenge:Launch your global campaign to attract foreign investors to your region in 12 weeks 46. Strengthening Communities One Economic Development Professional at a time!Attract Foreign Investors in 12 weeksHands-on training organized in 3 blocks:Week 7: Structure and launch an international referral or brokerage program.Week 8: Organize and schedule commercial missions with clusters and associations.Week 9: Schedule presentations at events organized by embassies and consulates.Week 10: Organize in-person and/or virtual trade shows with B2B meetings.Week 11: Launch your commercial missions and books marketing on social networks.Week 12: Launch your commercial missions and books marketing on search engines.Week1:Targettherightindustries,companiesandInvestorsforyourregion.Week 2: Create a soft landing and incubator program for foreign companies.Block 1: Value Proposition CreationWeek 3: Transform your Value Proposition into a Seminar and Book.Week 4: Transform your seminar into an automated webinar to post on your website.Week 5:Create a multilingual website with investor capturing and nurturing technology.Week 6: Create a mobile app about your region.Block 2: Global Marketing Campaign DesignBlock 3:GlobalMarketingCampaignLaunchWhat contents will we cover each week? 47. Strengthening Communities One Economic Development Professional at a time!Thisweekwewillguideyouto:Launcharegionallongtermvisionplanintegratingtheneedsandbudgets(businessopportunitiesfrompurchasingpools)ofthetriplehelix(industry,academiaandgovernment).Integrateadirectoryofpotentialcompaniestoattracttoyourregionbasedonthebusinessopportunitiesalreadydetected.IdentifytheCommercialOfficesofembassiesandconsulatesofthetargetedforeigncompaniesthatcouldoffertheirproductsandservicesinyourregion.Identifyeventsandtradeshowswherethetargetedcompanieswillbeparticipating.Identifythedifferentbusinessassociationswherethetargetedcompaniesgather.IdentifykeydecisionmakersoutofthetargetedcompaniesonLinkedInandData.Week1:Targettherightindustries,companiesandInvestorsforyourregion.Attract Foreign Investors in 12 weeksHands-on training. 48. Strengthening Communities One Economic Development Professional at a time!Nowwewillguideyouto:Documentallthesiteselectioninformationrequiredtofacilitateacost- effectivelocationdecision:infrastructureandrealestate.Documentallthesuppliersanddistributorsthatcouldsupportorintegratewiththeinternationalinvestors.Documentallthehumanresourcesinformation:skills,academia, unions,costsandtrends.Documentalltheinternationaltradeinformation:customs&logistics.Documentallthestartuplegal,operationalandenvironmentalpermits.Documentallthecostsofdoingbusinessinyourregion.Createanincubatorprogramthatoffersaturn-keyintegratedsolutionminimizingstartuplegalorculturalrisks.Offerassistancetostartsalesordistributionoperationsinyourregion.Week 2: Create a soft landing and incubator program for foreign companies.Attract Foreign Investors in 12 weeksHands-on training. 49. Strengthening Communities One Economic Development Professional at a time!Nowwewillguideyouto:Revealthebusinessopportunitytobeservedfromyourregionshowinggraphsandprojections.Showastep-by-stepprogramtostartdoingbusinessinyourregion(yoursoftlandingandincubatorprogram)Interviewlocalbusinessownersandforeigninvestorsalreadydoingbusinessastestimonialsofyourpro-businessenvironment.Week 3: Transform your Value Proposition into a Seminar and Book.Publishyourdirectoryofcompaniesdoingbusinessinyourregionincludingcapabilitiesandneedsintheirsupplychain.Showacostmodelsimulationthatmakesinvestorsunderstandhowmuchitwillcostthemtostartdoingbusinessinyourregion,includinghumanresources,realestate,utilities, compliance,andsoon.Showlinkstokeysectionsonyourwebsitetodownloadmaps,realestateflyersandtoaccesstheinformationthatneedstobeupdatedonanongoingbasis.Asacalltoaction,offerascheduledcommercialmissiontohosttheminyourregionorofferastraightproposal.Attract Foreign Investors in 12 weeksHands-on training. 50. Strengthening Communities One Economic Development Professional at a time!Week 4:Transform your seminar into an automated webinar to post on your website.Atthispointwewillguideyoutorecordanautomatedwebinarforyourregionandschedulelivewebinarsatleastoncepermonth.YouwillconverttheseminarpresentationintoavideowhereyouorsomeonefromyourteamexplainstheInvestmentopportunityandsoftlandingservicesinyourregion.Youwillthenpostitondemandandsynchronizeittotheinvestornurturingsystemwhereyouwillgivemorearguments,stories,testimonialsandcallstoactiontorequestatailoredcostmodelorabusinessagenda.Attract Foreign Investors in 12 weeksHands-on training. 51. Strengthening Communities One Economic Development Professional at a time!Week 5: Create a multilingual website with investor capturing and nurturing technology.Atthispoint,youshouldbereadytostartthecreationofyourglobalwebsiteandvideos,whereyouwillbeguidedto:IntegratetheInvestmentOpportunityincludingFAQs,CostSimulator, TestimonialsandSuccessStories.IncludeyourInvestmentSoftLandingProgram.Haveallyourlocalinformation:maps,infrastructure,connectivity,accessibility, qualityoflife,videos,whitepapersanddownloadableflyers.Designinvestorcapturepagesofferingyourwebinar,ebooks,whitepapers,etc.Createanddesignaninvestorrelationsandeducationnurturingsystem:dripmarketingwithkeycontentandcallstoaction(FrequentlyAskedQuestionsandShouldAskQuestions).Translateyourwebsitepresentationtodifferentlanguages(1pagerwithacalltoactiontoyourEnglishversion).Attract Foreign Investors in 12 weeksHands-on training. 52. Strengthening Communities One Economic Development Professional at a time!Week 6: Create a mobile app about your region.Nowwewillguideyoutodevelopamobileappintegrating:AllyourInvestmentOpportunityinformation.Accesstothecostmodelsimulator.Accesstotheregionaldirectoryofcompaniesestablishedintheregion.KeylocationsintoaregionalmapthattheycansynchronizewiththeirGPS.Informationaboutyourcommercialmissionsandsoftlandingservices.Businessagendasservices.Meetingscheduler.Contactinformationwitha1-touch-dialsystem.Attract Foreign Investors in 12 weeksHands-on training. 53. Strengthening Communities One Economic Development Professional at a time!Week 7: Structure and launch an international referral or brokerage program.Thisweekwewillguideyouto:Determineallthecompaniesthatofferproductsandservicesthatcouldofferacommissionorfindersfeetointernationalbrokerswhobringbusinesstoyourcommunity.Integrateapromotionalcatalogtoeducatebrokersaboutthoseproductsorservices.Installatrackingsystemforyourinternationalpromoterssothattheycanmonitortheprogressoftheirprospects.Hostandrecordpresentationsexplainingthebenefitsandcompensationplanofyourreferralprogram.Launchaninternationalcampaignlookingtoattractconsultantsandbrokers.Attract Foreign Investors in 12 weeksHands-on training. 54. Strengthening Communities One Economic Development Professional at a time!Week 8: Organize and schedule commercial missions with clusters and associations.Duringthisstage,youwillbeguidedtovisitandarrangewithlocaldecisionmakersthefutureSCHEDULEDvisitsofforeigninvestors,makingthemawareoftheobjectiveandintegratingthemintoaneconomicdevelopmentteam.Commercialmissionsusuallyhaveaguidedvisitto:Governmentoffices:tolearnabouttheregionandincentives.Localandforeignbusinessownersestablishedintheregion,includingsuppliers,distributorsandpotentialcommercialrepresentatives.Logisticsandrealestateinfrastructure.Academicandqualityoflifeinfrastructure.Softlandingserviceprovidersandbusinessincubators.Attract Foreign Investors in 12 weeksHands-on training organized in 3 blocks: 55. Strengthening Communities One Economic Development Professional at a time!Week 9: Schedule presentations at events organized by embassies and consulates.Atthispoint,youwillbeguidedtogetintouchwiththeCommercialOfficersorAggregatesofmorethan50countries,beingabletoattendatleastonceperquartertooneoftheirInternationalTradeeventswhereyouwillbeabletosharethebusinessopportunityofinvestinginyourregion.Attheseevents,youwillbeabletopromote:Yourprintedandonlineinvestmentguides.Yourcostsimulatortostartdoingbusinessinyourregion.Yourbusinessservicesmatchmakingservices.Yoursoftlandingandincubatorservices(howtostartdoingbusinessinyourregion)Yourscheduledcommercialmissions.Attract Foreign Investors in 12 weeksHands-on training organized in 3 blocks: 56. Strengthening Communities One Economic Development Professional at a time!Week 10: Organize and schedule commercial missions with clusters and associations.AtthispointyouwillbeabletointegrateadirectoryofindustrialandbusinessclustersandassociationsindifferentcountriessothatyoucangiveyourseminarorlecturepresentationonWhydoingbusinesswithyourregion.Thereareinternationalandlocalorganizationsthatgathercompaniesfromdifferentregionsaroundtheworldsuchas:ChambersofCommerceWorldTradeCenterIndustrialAssociations:Aerospace,Appliances,Automotive, Electronics,MedicalDevices,Plasticinjectionmolding, Machining,Finishings,andsomanyothers.RotaryClubThebestofallisthattheyarelookingtohavepresentationsliketheoneofyourregionthatencouragesglobaltrade.Attract Foreign Investors in 12 weeksHands-on training organized in 3 blocks: 57. Strengthening Communities One Economic Development Professional at a time!AtthisstageyouwillbeguidedtolaunchtheinvestorattractioncampaignPrepareandlaunchascheduledcampaignforsocialmedia:Twitter, Facebook,Flickr,Delicious,DiggandLinkedIn(discussiongroups).PrepareandlaunchpromotionalpresentationsonSlideshare, PowershowandIssuu.PrepareandlaunchvideosonYouTube,Vimeoandothervideoportals.Schedule,recordandpostinterviewsintheshapeoffrequentpodcastsonyourwebsite.Prepareandlaunchaninternationalpressrelease.Prepareandlauncharticlesandcasestudiestopromoteyourregionandthenpostthemonyourblogandarticlesites.Senddirectmailinvitationstotargetedinvestorsfortheseminarorwebinar.Weeks 11 & 12: Launch your commercial missions and books marketing on social networks and search engines.Attract Foreign Investors in 12 weeksHands-on training organized in 3 blocks: 58. Strengthening Communities One Economic Development Professional at a time!Virtualacademywithlivesessionsthroughteleconferencesandwebinars.Length:12weekswith2sessionsperweek:1forcontentandtheotheroneforquestionsandanswers(Q&A).24/7accesstoourprivatememberssitewithmarketingmaterials,ebooksandtools.Intendedforeconomic,community,industrialandtouristicdeveloperslookingtoattractinternationalinvestorstotheirregions.Limitedseats:40openingspergroup.Admissionprocess:youneedtoapplyandgetanInvestmentAttractionAssessment.Investment:Individuals: 1 payment of US$997 or 3 monthly installments of US$397Governments or companies: US$9,955 per group with up to 20 attendeesPre-requisite:Implementation commitmentMethodologyAttract Foreign Investors in 12 weeksHands-on training organized in 3 blocks: 59. Strengthening Communities One Economic Development Professional at a time!Leaks at the investor attraction stage.Leaks at the investor engagement and nurturing stage.Leaks at the investor conversion stage: commercial missions.Leaks at the investor soft landing stage.Leaks at the supply chain integration stage.Requestyour complimentary Investment Attraction Assessment when you register for our 12 week program at:http://www.FDIAttractionAcademy.comWhen you get registered, you will receive an Investment Attraction Assessmentthat will help us review your current investor attraction process with the following reports:Do you want to know your FDI Attraction SCORE?Attract Foreign Investors in 12 weeksHands-on training organized in 3 blocks: 60. Strengthening Communities One Economic Development Professional at a time!Start your Foreign Investor attraction campaign now!Option 1:Joinour Challenge and Attract investors in 12 weekshttp://www.FDIAttractionAcademy.comOption 2:Request our Foreign Investmentattraction services:http://www.fdiattraction.com/request-a-proposal.html 61. www.FDIAttraction.comIf you have any questions or comments: Join the Conversation or contact us!Twitter.FDIAttraction.comLinkedIn.FDIAttraction.comFacebook.FDIAttraction.comMail: [email protected] Xavier HurtadoForeign Direct Investment [email protected]