2. Your strategic priorities
#1 Business
strategy and
#5 Choosing risk assessment
right markets
#4 Select
right business #2 Finding
or operational right partners
model
#3 Define
customer needs
& our product
relevance
3. Your take-aways today
#1 Business
strategy and risk
#5 Choosing right assessment
markets
1
#4 Select
right business
or operational
#2 Finding
right partners
2
3
model
#3 Define
4
customer needs &
our product
relevance
5
5. 4-step process >>> success/manage
risk
• Trends – • Which markets?
opportunities? • What’s our potential?
• What value can we • Customers needs?
offer? • Competition?
• What’s our vision? • Local business
• Organizational culture requirements & entry
• Selling it? costs?
Global Markets
Operations Strategy
• Products and pricing? • Short term vs long term?
• Sales & marcom? • Products vs
• Back office? membership?
• Local staff/service • Localization &
delivery? translation required?
• Partners/endorsements?
6. Managing risk
Tangible Intangible
Marketplace opportunities/barriers Global, international or what?
Competition & partners Alignment to vision, mission, goals
Local operating model Global mindset, acceptance of change
Organizational culture - market-centric
Product relevance, pricing, delivery
vs Board-centric; geographic bias
Customized marketing & Leadership - international training;
communication global knowledge sharing
Processes - market analysis versus
Business planning
strategic planning
7. Manage the tangible: know the
answers
• Trends Analysis (opportunity)
Global? • Portfolio Review (value gap)
• Concept Feasibility (what success looks like)
• PEST Review
Markets? • Stakeholder Mapping & Analysis
• Customer Segmentation & Needs Analysis
• Competitive Analysis
• Product Mapping
Strategy? • Core Competency Mapping
• Partner Analysis
• Local Value Proposition, Mission, Priorities
Operations? • Business Model & 3 Year Budget
• First Year Outcomes & KPI’s
• Program of Work & Timelines
8. Manage the intangible: be sure to address
Alignment Structure Culture
Volunteer Leadership
Global empowerment
People
Staff
Global mindset
Local expertise
Vision
Mission
Goals Communications
Training
Knowledge acquisition
Planning & financials
Processes
Manage expectations
Back office
9. Actions taken to foster a global
mindset
Which bucket??
25/75 domestic/international
membership ratio has to shift ???
Now having meaningful ???
discussions about what value to
bring to each audience
Identified one focus country and ????
key countries for prioritization
of limited funds and time
Marketing staff understand need ????
to change mindset, but rest of
the organization needs to catch
up.
?????
Joint ventures with local
associations as our stepping
stone in that market
10. Your MI Objectives
• Value Proposition – how to construct for each country
Value • Cultural Differences – knowing how to engage & do business
• Market & Customer Intelligence - criteria to target
countries, needs of local customers
• Methodology, planning and best practices
• Brand Awareness – how to develop internationally
Strategy • Marketing and Communications – attracting international
customers
• Business Development – what sales intnl strategies work best
• Regional Offices – how to open/supervise staff
Operations • Partnerships - opportunities & challenges collaborating with intnl
affiliates
• Realistic ROI: 1-3 years
12. Thank YOU
MCI
www.mci-group.com
Global Association Management &
Consulting
www.growglobally.org
www.mci-group.com/associations
Nikki Walker, Global Vice President
Peter Turner, Senior Advisor Global Development
Strategy (US Market)
Theresa DeConinck, External Relations Director (US
Market)