Market Research

Market Research & Sales strategy : Market Research & Sales strategy AIESEC in Southern Cone November, 2008

Presentation flow : Presentation flow Why we need to do market research How we can do it Who should do it Next steps ICX teams and ICX PBOX teams Benefits for LCs What to do??

How do you think can external environemnt affect AIESEC now? : How do you think can external environemnt affect AIESEC now? What do you think can happen in next year according to the world financial crisis

AIESEC affected... : AIESEC affected... Challenge for us: Companies are cutting their budgets They will do not provide money just for „nice idea“ The flow of financial investments will be very „selective“ Managers and organizations will think twice- more who they cooperate with/ who do they support There is „panic“ in economy That are assumptions.. But are they true? Is it so bad? Or we have chance to be anyway succesful?

We need to know-Welcome on Market research session ;) : We need to know-Welcome on Market research session ;)

Research the opportunities in the market!! : Research the opportunities in the market!! Welcome on session about market research 

Market research... : Market research... Market research is a process of gathering information and knowledge about your local market, its needs, trends, sectors, potential growth areas and future direction

Companies do market research in order to.. : Companies do market research in order to.. create a bussiness plan- starting up a company launch a new product or service innovate existing products and services expand into new markets

AIESEC : AIESEC Now needs the innovation Needs to launch new products Needs to have attractive, sellable products, needs to sell partnerships and internships to have money to run the organization and provide AIESEC Experience to young people around the world Yes AIESEC is not just about money, not just about partnerships- of course! If we will not raise TNs and partnerships- we will not provide the eXPerience - we will not create the international environment in our local committees, we will miss relevant part of AIESEC vision.. And have less impact... And anyway- it is good to have XP with maret research- it will be useful in your next XP

Market reserach is foundation for creating marketing and selling strategies : Market reserach is foundation for creating marketing and selling strategies

Because of 3 main reasons- it helps us to: : Because of 3 main reasons- it helps us to: understand the needs of the external environment (of companies and students) in which AIESEC operates identify the opportunities for addressing those needs through AIESEC Develop a marketing strategy for the segments in which your LC will operate = define what concretely you are going to offer to these target groups

So how to do it then? : So how to do it then? Define the objective of our research Define which information do we need Define the way of gathering the information Collect the information Analyse the info from external environment Design a product–> create a marketing strategy- project Attack the specified market

What do you think is objective of market research in AIESEC Southern Cone : What do you think is objective of market research in AIESEC Southern Cone Objectives gives us answers on why we do things ;)

Objectives of market research in AIESEC Southern Cone : Objectives of market research in AIESEC Southern Cone Understand the needs of the external market in next year Define the segments of potential growth and select the segments for which will be AIESEC XP the most interesting and suitable Get feedback on our product and way of communication According to these objectives, what concrete information we will need?

What information we need to get? : What information we need to get? What will be the effect of the crisis in businesses? In which sectors? Which will be the growing sectors in Scone and LC cities Where will go investments of governement, city governemnets and companies? What will happen with CSR programs of companies?

What information we need to get? : What information we need to get? Which companies/sectors will need human resources the most? Which companies will dismiss the most? Which channels of communication are the most effective for AIESEC to use? What networking opportunities we should use? With whom to connect, where to go..? Etc etc..

Who can give us this information : Who can give us this information Where we can get this information?

There are 2 options.. : There are 2 options.. Generally we have 2 options: Run primary research Directly asking, interviewing, making survey with ppl that can provide the information Secondary research Internet, newspapers, magazines, statistical data etc.. Both of them are very needed- to be in combination!!

Primary research- who to ask : Primary research- who to ask Alumni and BOA All of the LCs have BoAs and alumni network so use it!!! A very high potential, and untapped, base of information! Since they already know AIESEC, they can be very helpful in showing you where AIESEC can fits in the market. City Halls/ City governments Chambers of commerce Umbrella organizations Personal contacts We underestimate the network we already have. Talk to your university professors, parents, uncles, work colleagues, friends,

Primary research- who to ask : Primary research- who to ask Current partners Current clients who have had a long-standing relationship with AIESEC can serve as an excellent channel for external research. Tip: combine: Evaluation of interneship/ cooperation (measurements- quality) Re-raisin, buidling partnership (quantity;) Ask for „recomendation letter“ in case they are satisfied Ask questions about market !!! Professors and teachers!! You have to have some good guys in your school that could help you ;) just ask Interns They can be very helpful in providing market information business trends in their organization, and perspective on how AIESEC can benefit specific sectors.

After we get this information.. : After we get this information.. We will draw out conclusions Compare them with what do we offer Select the best markets Adapt our offer to the market Create the proposals Select the concrete companies Attack the market with sales campaign 

Timeline for Southern Cone : Timeline for Southern Cone December- to Cocosur- gathering the data Cocosur & Project Days- conclusions and Product Development February- product sheets development, feedback Recomednadtion letters, references gathering aliances creations List of companies preparing for ICX PBOX/ ICX Task teams formation Feb/March- strong selling campaign start!

What to do next?? Right now? : What to do next?? Right now? LC: Create a team in the LC who will run the market research it can be future OCPs/ new VPERs/ VP Marketing/ future Teamleaders of ER/ ICX Tasforces. Assign/ select/ whatever just make sure there is somebody doing it and their coordinator is in contact with me Write me who is the person responsible in the LC so that we can communicate with them MC by end of the week- Market research wiki will ppts, materials, inputs, things to download + market research Forums- Argentina/ Chile/ Uruguay for sharing the good links/ articles/ things form secondary research + Market research task Force

Market research teams will: : Market research teams will: Put down all the people/entities they will to approach Divide the people/entities in their team Set which information you will find out on internet/...and put responsible for that as well Set DDL- timelines for each week DDLs for having all information collected and then just Do IT within 3 weeks

Market Research Task Force Needed : Market Research Task Force Needed Profile of the people: ER/ Sales/ ICX/ OCPs/ future OCPs - Should have XP with sales, should be high committed and responsible! ;)   What the task will be doing? driving and tracking the market research in the LCs gathering together the important information about Argentina Chile and Uruguay Helping me with statistics Preparing the tools for analyzing Preparing the „Product development session for CocoSur“ where we will use the outputs of the research Designing together the product portfolio and helping LCs to implement it!

Market Research Task Force Needed !! : Market Research Task Force Needed !! Task Force Generally- very good XP if you study marketing and product development/ sales ;), you will learn a lot! About the market about the process We want to involve also externals- so also another benefit for you ;) I would be really glad to have at least 1 person per LC! And your LC will be happy too ;) Apply by next Monday- 1st December Sending me an email with answer on these questions: Your AIESEC XP and next steps Why are you applying What will be your contribution

Important Note : Important Note Make sure that Market research- collected information will be done latest by 7th January 2008 We will use the information on Cocosur Count with holidays time- rather not much planning when to do things- act as fast as possible!!

How are Regional project connected to this? : How are Regional project connected to this? If you are going to raise MTs/ DTs – create them as PBOXes- ICX projects with learning environement (generally 1 or 2 company breakfasts) to use the advantages of support of Regional partners: Name on the product sheets/ presentations Credibility! Sharing contacts Interns preparation and goals setting/ coaching Inviting project teams for external conferences – special free tickets

The regional partners will support the topics: : The regional partners will support the topics: Business entrepreneurship Business expansion (import/export, international trade) Business development (HR, Marketing, Projects,...) CSR projects Social Entrepreneurship NGOs Social entrepreneurs

Who si going to be our partner: : Who si going to be our partner: ENDEAVOR- in whole network in each city even in extensions Contacts, conferences, promotion, speakers, exchanges,... ASHOKA For DTs- contacts, conferences, promotion, speakers, intern preparation EMPREAR, Bairexport: MTs- contacts, conferences, coaching, preparation of interns,.. And we want more: EMPRETER, Avina, Ministries, Chambers, Exportar,...in process

Anyway you are going to sell so do it more effectively, take the easier way ;) : Anyway you are going to sell so do it more effectively, take the easier way ;)

If you join ICX PBOX strategy then the flow looks like this: : If you join ICX PBOX strategy then the flow looks like this: Dec/January- at least OCP selected- part of Project days February- Team formation- preparation for the sales campaign References, learning/project partnerships, chambers etc- it is easier to show concrete project then „exchange product“ March- massive approaching of companies, meetings inviting them for comp breakfasts March/April company breakfasts have there good speakers confirm the trust in AIESEC show them good cases form internship persuade them to close Exchange contracts!

If you join ICX PBOX strategy then the flow looks like this: : If you join ICX PBOX strategy then the flow looks like this: April/ May Close the contracts Matching May/ June Realizations Interns preparation seminars Coaching Aand: there will be unified selling materials feedbacked by the partners The project teams can win the entrances to conferences of our partners They can attend the preparation weekend of Interns And you will be tracked on weekly basis by MC wohooo;)

Proposed structure of a ICX PBOX team : Proposed structure of a ICX PBOX team Kind of a Task Force: Agenda and development of Learning Events Learning Partners communication Learning Events Management Logistics for learning events Matching International Cooperation Interns Issue Based Preparation Coordination Interns care Selling TNs and PBOX partnerships (final responsible) Partnerships selling Segmentation Company research & meeting preparation Meetings follow up Attendance of networking events Account management respon-sible Sales tracking responsible Communication plan for Project creation and realization Development of product sheets and Promotion materials for companies Development and management of Promotion campaign for company breakfast Selling as well Media partnerships Webpage management Wiki creation

So what to do RIGHT NOW?- summary : So what to do RIGHT NOW?- summary Make promo in the LC Discuss in the EBs about this strategy how you are going to join it Define WHO will do the market research - Could be cool if they are the ppl who will be the OC of Sales team/ ICX TaskForce of ICX PBOX Task Force team - assign somebody and let me know who it is! Select OCPs as soon as possible by 15th Dec- recmmended, addapt to LC timelines- make sure for CocoSur you have them