Gi pi ap

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ASIA PACIFIC EXCHANGE AND
LEADERSHIP DEVELOPMENT SEMINAR 2013
 Provide you with the THEORIE and CONCRETE TOOLS to
grow iGIP in your entity.
Objective:

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Fact:
The organization is learning GIP
again and AP has a lot of potential for
growth

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“It does not happen all at once, but builds upon
and is shaped by what we already know”
“Learning is based on experience. “
How does learning
happen?

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Acknowledge and embrace the
challenge of learning to grow iGIP
Grab the opportunity to learn.
Why?

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“Opportunity is missed by most people
because it is dressed in overalls and looks
like work.”
Thomas A. Edison

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The value of accepting
this challenge
 Who has ever raised a TN?
 How did this feel? What did you learn?
The learning experience for iGIP AIESECers is:
 Professional and Relevant
 Challenging but Rewarding

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Acknowledge and embrace the
challenge of learning to grow iGIP
We know why.
But how?

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Market
Research
Segment
Market
(Area of Impact)
Customized
Product
Marketing
Channel
Focused
Sales
Supply
based
delivery
Showcasing
Impact
1.
Right
People &
Structure 2.
Education
& Tracking
Method
3.
Replicating
Success
“Product Growth Strategy”

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Are you
focused?

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Efficiency &
Effectiveness
of Operations
FOCUS =

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Delivering upon
your promises
FOCUS =

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The Steps Of Productdffdg
The Steps Of Product Based Growth
Segment
Market
Evolve
Product
Marketing
Channel
Quality of
Sales
Delivery
Efficiency
Showcasing
Impact
1) Segment your market
2) Evolve your product/ product segmentation
3) Decide upon your marketing channels
4) Ensure quality of sales
5) Ensure delivery efficiency
6) Showcase the impact you make

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Do you already know your market..?
Find a partner – preferably from
the same city or country, or a
comparable region

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Question#
Market Segment
1 2 3 4 5
...
...
...
...
...
...
Per market, judge if the question can be
asnwered with YES.
If YES, cross the box!

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Internally:
1) Have you successfully delivered interns to this sector
in the past?
2) Is their sufficient EP supply for this sector currently?
Externally:
1) Is this one of the biggest markets in your region?
2) Are their NO COMPETITORS offering a similar product
as AIESEC in this segment?
3) Can AIESEC be of added value to the companies in
this sector?

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Do you know
the answers
to these
questions?

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Five times YES means
SUCCESS.
CAN mean

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1. Identifying Your Target Market
High Demand in
my City, few
competitors
= external
High Supply in the
AIESEC network
= internal
Your top
market
segment
Segment
Market
Evolve
Product
Marketing
Channel
Quality of
Sales
Delivery
Efficiency
Showcasing
Impact

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1. Market segmentation - iGIP
1. Internal analysis:
I. Past 5 terms = DAAL Files & Internal Historical Documentation
II. Current Supply = Available Forms Tracker (AFT on myaiesec.net)
2. External Market Analysis
I. Local Chambers of Commerce
II. Professional Contacts, Board of Advisors
III. General industry analyses
IV. Competitors
V. …

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1. Market segmentation - iGIP
There Are More Questions to ask!
Sub-segment – E.g. ‘Industrial Engineering’ instead of
‘Engineering’
Company size – SME or MNE?

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Market
Segmentation
Product
Segmentation
1. Market segmentation to drive penetration in the market
2. Sub product to align supply & demand

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2. Evolve the product
Product evolution needs:
 Engineer/technical background (IT Focus)
 Management experience (marketing, finance, supply chain management, etc.)
Evolved product:
 “A student with an engineer background, that supports the IT Company manager thanks
to the Management XP/Skills that this student have had (curricular or extra-curricular)”
 Develop marketing material accordingly!
Segment
Market
Evolve
Product
Marketing
Channel
Quality of
Sales
Delivery
Efficiency
Showcasing
Impact

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You are no longer selling
the Global Internship
Programme, you are
selling a sub-product

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3. Marketing Channel
Market Segmentation enables
you to capitalize on existing
networks in your sector!
Segment
Market
Evolve
Product
Marketing
Channel
Quality of
Sales
Delivery
Efficiency
Showcasing
Impact

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Looking for high-qualified International
ICT talent for your company? You are
one click away from it!

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3. Marketing Channel
WHAT IS YOUR
MARKETING/SALES
STRATEGY?
WARM CONTACTS !
 Alumni, SG, Interns
 Companies endorsements
 Positioning through existing partners
 LinkedIn
 Networking events

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4. Quality
of Sales

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How much
time and
work does
it take you
to raise a
TN?

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Ruben: MCVP ER
Belgium 2011-2012
- Call  Meeting = 1
- Meeting  Raise = 1.75
- August – mid-Januari:
20 meetings, 35 TNs
realized, 8 new partners

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What’s his magic?
Good sales!
1. Right profiling (feasibility study
 know S&D)
2. Sales visit: 80% customer talks,
20% VP ER talks
3. Be interested, not interesting
4. Know your competitors + our
competitive advantage on them
5. Solution oriented
6. No cold calling

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5. Delivery Efficiency
Segment
Market
Evolve
Product
Marketing
Channel
Quality of
Sales
Delivery
Efficiency
Showcasing
Impact

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Delivering upon
your promises

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Lessons Learned:
Know your Supply
Dare to say NO
Develop International
Partnerships

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6. Showcasing Impact
Network:
 Reporting, statistics & any tangible elements that makes that impact credible & realistic
Segment:
 Ask for referrals or testimonies
 Position through existing partners
 Use umbrella strategies
Segment
Market
Evolve
Product
Marketing
Channel
Quality of
Sales
Delivery
Efficiency
Showcasing
Impact

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“The AIESEC IT Trainee was
of great value for us. He was
immediately employable and
the right guidance made him
one of the key figures in our
team. His work was even
expored to customers,
something that usually never
happens. The collaboration
with AIESEC was a very
positive process. The selection
of a candidate as well as the
pleasant communication was
exactly what we were looking
for.”
Zenna Laser Solutions B.V.,
Twente, The Netherlands.

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Market segmentation to drive
penetration in the market
Bursa-City in Turkey
 Automobile
 Textile
 Food
70% TNs realized in top 3 industry
Penetration in top industries:
- Cooperation with big names in the industries
- Well known as international talent provider in the industry HR circle
- Exposure on most industry events as guest
- Cooperation with main industrial park (contacts of all companies in the industries)

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But who is
helping you?

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ICX
GIP
TM
OGX Finance
ER

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We have a great product, but...
(1) ...do we have the right people to sell it?
(2) ...do we implement the appropriate teamstructure?
(3) ...do we educate our members in the right way?
(4) ... do we manage their activity in a smart way?

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VP TM

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Learning Points
Understand, Focus, Deliver
Market research is not as complicated & time
consuming as it might seem
Education is key
(Backwards) Planning in iGIP is crucial
Market segmentation + Warm contact strategy =
Success

Do you want to
accept the
challenge to
grow GIP in
your LC?

ICX:
to choose a
subsegment
and specify my
product

ICX:
to develop
strong sellers in
my LC

ICX:
to deliver upon
my promises to
my clients by
knowing what I
can supply and
developing
partnerships

ICX:
to showcase the
impact I make
in my segment

ICX:
to open a lot of
marketing TNs
for Brazilians

OGX:
to base my
recruitments on
Supply and
Demand, and
partnerships

OGX:
to develop my
products localy
upon market
needs

OGX:
to build and
develop strong
GIP teams

OGX:
to establish
strong relations
with
universities and
youth
organizations

OGX:
to raise a lot of
IT students
especially for
The
Netherlands

Together we
promise to
deliver more
GIP
experiences to
Asia Pacific

Together
we will
move the
elephant.

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