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4th hybrid meeting presentation delivered via Blue Sky's virtual KOL technology.
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Implementing Successful Partnerships When Entering a New Market
Gina van Dijk
Deputy DirectorMCI Brazil
July 2012
2
In partnership with
Agenda
Who Am I?
Expansion into un(der) explored Markets?
Why Partner?
Considerations
Partnership Types
Partnership Models
Case Study
Recommendations
3
Who am I – Gina van Dijk
Based in Rio de Janeiro, Brazil
Over 11 years working experience in Brazil & Latin America and 8 years working experience in Europe, mainly with not for profit organizations.
Strength in relationship building for clients
Provide advisory and implementation support to international associations growing in Brazil & Latin America
Spearheaded market research projects to assess potential and devise strategy for associations entering the Brazilian & Latin American market
Successfully built partnerships for associations and corporations throughout the regions with help of adapted product design
Expansion into un(der) explored markets?
5
Brazil - Growing Middle Class
Global Middle Class :31% population in 2030
Between ´04 – ´10: 32 million people reached middle classes +
Brazilian Middle Class: 54% of population (´10)
Forecasted growth: 4% per year
Increase consumption per capita: 47% (from ´11 – ´20)
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Household income/ classDivision of Income Classes in Brazil
Education
Culture of continuous education
68% of young population have studied more than their parents
Education as differentiator in highly competitive market
Annual spend on education: 17,3% (rank: 3)
7
Budget elements of Middle Class Budgets
Food
Other Expenses
Food
Education
Housing
Healthcare
ClothingTransp
Why Partner?
8
Case Study – Finance Sector
9
Within 15 months:
• Access to distribution channel of 500.000+ professionals and companies
• Endorsement of US based certification program for Brazilian CEU credits
Case Study – Your Organization
10
What does success look like
for
your organization?
Considerations
MCI GrowGlobally.org Webinar Series 2011 11
Partners
Scalable approach
to growth 12
Considerations
Considerations for sustainable partnerships
What does success look like?
Vision & Strategic Intentions
Strategic Issues
Previous (un)successful experiences
Desired Outcome
Considerations for sustainable partnerships
Market Knowledge & Environmental Trends
Local market sophistication
Supply & demand for training & development
Ease of doing business
Current positioning and perception of your organization
Measure the profession/industry
Contrasting data from other countries: relative strength/weakness
Considerations for sustainable partnerships
Competitive SWOT Analysis
Identify & rank competitors (products & membership)
Government intentions on adoption of new standards
Competitive analysis of industry/ProfessionProfiling of key players offering products/services (including unorthodox partners)
Current overall market & forecasted growth rate
Preferred methods & approx. market share for each
Portfolio of products/services
Body of knowledge covered
Market share/size
Member/customer segments by category
Existing (inter)national partnerships
Interview of in-country membership/customer base
Develop competitor matrix & SWOT analysis
Partner Types
16
Considerations for sustainable partnerships
Partner Prospect Evaluation
Desired business strategy?
Required Core competencies
Shared Objectives
Type of Partner
Type of Partner
Government
Financial Sponsors
Business Service Providers
Universities
Content Providers
Multipliers
Partnership Models
18
Considerations for sustainable partnerships
Partner Prospect Evaluation /2
Develop Partner Profile & Scoring
Market Segmentation
Market Access
Product/Channel Coverage & Reach
Demand build
Operational Management
Partners
Distribution Channel
Marcom Projection
Resources
Influence Depth
Local/Regional Partnerships
20
NAT.SOC.
GOVT FIN. SPONS.
BUSSSERVICEPROVIDERS
UNIV CONTENT PROV.
MULTIPLIERS
Market Knowledge
x x x x
Market Access x x xManagement x xInfrastructure xCompetence x x xCommitment x x xPolitics xCulture x xScalability x x xEndorsement xMultipliers x x x
Case Study
MCI GrowGlobally.org Webinar Series 2011 21
Case Study – Health Care Industry
22
o Opportunity:• Taking “Highlights” to Brazil/Latin America
o Solution:• Overall strategic guidance for adaptation
into Latin America
• Partnership development support and local host society relations
• Identify, developed and strengthen alliances with other Latin American Societies in line with society´s
• Oversaw logistics by the local host society for brand and quality conformity
• Event budget consultation
• Marketing (including review and adoption of materials and coordination of translation materials
• Continuity of Highlights in Latin America –post meeting
o Results:
• Over 750+ attended from Latin America, the United States, Europe
• Highlights in Latin America sold out 1 month before the event - two consecutive years
• Positioned as key event within Latin American region
• Positive bottom line (as of year 1)
• Continuous expansion of regional partnerships (11)
• Highlights hosted in Brazil (3 editions), Uruguay (1 edition), next edition in Chile
• Highlights replicated in Asia with over 850 participants from 10 partner societies
• Latin American membership growth due to increased activity
• Strengthened partnerships amongst LA associations
• Physicians feel they are able to provide better patient care
• Enhancements to LA program are implemented in events in Asia and North America
Recommendations
MCI GrowGlobally.org Webinar Series 2011 23
Be clear on your objectives
24
What does success look like
for
your organization?
25
Recommendation