“ER Academy ”
Monaem Ben Lellahom: MENA External Relations Manager
Academy's 3 Doors
I - Planing my ER Activity
- Market Research and Segmentation.
- Product Development and Pricing.
II - Selling my Product
III - Account Management and Servicing
Know the role of VPER in AIESEC
Market Research and Product Development.
Ensure financial sustainability and development of
Sustain all existing partnerships of AIESEC by regular
interaction and contract negotiations and finalization.
Prospecting new account and sales.
Work on partnership delivery and account management.
Other ER subsystems: Alumni Management, Brand
Management and Communication ...ect
Know how to plan areas and work on BSC:
The Vice President External Relations is also responsible to
support the organization in increasing its performance in the
Clear and consistent external positioning
Sustainable Sources of Revenue
Partner actively engaged in our activity.
Relationship Building and Capitalizing on Partners Networks
Market Research & Targeting
Market research is the process of systematically gathering,
recording and analyzing data and information about customers,
competitors and the market.
Market research can be used to determine which portion of the
population will purchase a product/service, based on variables like
age, gender, location and income level.
Know how to run market segmentation : Focus on
“envisioning a sustainable Sources of revenue.”
Diversity of products (if you have only one product which brings most of your budget
you are putting AIESEC in risk – if the need for the product decreases on the market,
you do not have other products to rely on.
Diversity of partners – ideally your income should be coming from at least 10 different
organizations and there should not be one organization which contributes to your budget
more than 20% – that would create unnecessary dependence of AIESEC on the
Diversity of market segments – is all your revenue coming from one industry? You
need to focus on multiple industries/types of organizations. If anything negative happens
in one segment/industry, you need to be able to rely on others.
Know what should be the outcome of the process and
how to leverage on it
What is the talent companies are looking for ?
What are the booming (hungry for talent)
industries in your country ?
How companies usually build employer brand
among student ?
In which time of the year do they usually recruit,
what CSR activities do they sponsor
What are the usual HR and CSR budgets and
Product Development and Pricing:
What is an AIESEC Product
AIESEC Product Leadership
Pricing my product
Know whole portfolio of AIESEC products:
“The AIESEC Product Leadership”
Impact on Society
Access to youth Opinion
If the benefits AIESEC offers are not within these four groups, you will
need to reconsider what you are selling to the market as AIESEC may not
be able to deliver on such product in the long term
Product are built based on:
Market Research: The most potential sources of revenue and their
The 4 areas of value that AIESEC can bring: (Talent, Employer
Brand, Access to youth opinion and Impact)
The current AIESEC activities (Exchange, Initiatives, Events, Alumni
Role of the product in communicating
Following the 4 areas of benefits that AIESEC can deliver.
Filter it according to our Brand Experience.
Secure the positioning of the AIESEC visual guidelines.
Know how to use proposals as a selling tool:
Introduction to AIESEC.
Concept and Background
Price / Investments
Packaging products into
Bridging the Gap (http://www.myaiesec.net/content/viewfile.do?contentid=10022687)
MENA Talent Exchange (http://www.myaiesec.net/content/viewfile.do?contentid=10002262)
AIESEC Tunisia Product Portfolio: http://www.myaiesec.net/content/viewfile.do?contentid=6400
IGN product Package for ILC 08:
MENA XLDs Proposal: http://myaiesec.net/content/viewfile.do?contentid=10035935
Preparing my meeting:(research)
Get all their ideas; what they want and what they are looking for. The
more information you have the better you can analyze that
companies fit or potential involvement with AIESEC in your area
Use wiki, news, website, newspapers ....ect
Get an appointment and never never never reach the place late !!!!
Make sure to set the correct expectations during the initial meetings.
The company contact should be very clear from the beginning on all
basic expectations for delivering on exchange, the local environment,
and delivery standards
Conversation with the prospect:
Know and be clear on what is the AIESEC Experience and what is it not
Example: What it is
AIESEC provides a platform where I can discover my potential, become
involved in a learning environment on an issue I am passionate about,
and participate in an issues based exchange. This is how I live the
Example: What it is not
AIESEC is an organization which facilitates international internship
exchanges for University students. AIESEC is a platform to promote
your products globally.
Try to convince an external person on 3 things:
That the AIESEC Experience is the best personal and
professional development experience currently available to
university students worldwide.
That AIESEC people “graduating” from this experience represent
the best graduate talent available in the Market.
That company involvement in delivering the AIESEC Experience
is itself a valuable product (developing employer brand within
AIESEC, development experience for staff involved, good
Sales in AIESEC is easy because not lonely are you
passionate about the organization you are the prime example
of the product you want to sell.
Always focus on selling yourself and your experiences this is
the easiest thing for a company to connect with because you
are sitting right in front of them.
You are what they want to hire, what they want to see more
of, and what they want the future to look like.
Plan delivery of each partnership / Preparing an External Agenda
Report regularly on delivery to each partner.
Build a network of champions in each partnering company.
Keep developing your understanding of the needs of your partners
and their understanding of AIESEC.
Preparing partners for an External Agenda
Corporate Preparation Package:
Gulf Conference 2008: http://myaiesec.net/content/viewfile.do?opern=next&contentid=10043311
AIESEC MENA symposium 2008: http://www.myaiesec.net/content/viewfile.do?contentid=10012923
Guest’s Engagement Plan
Gulf Conference 08 – Unilever example:
Attendances’ lists and Bios
Gulf Conference 08 example:
Examples of what can you report on:
With exchange partnerships: number of interns, diversity of origin, diversity of
departments involved and job roles, satisfaction of hiring managers and interns, number of
applicants on each position, growth of the partnership, promotion channels used etc.
With event partnerships: number of conferences attended, list of all guest from your
partner, list of various engagement opportunities at each event, photos, satisfaction of
delegates from sessions delivered by your partner, etc.
With content partnerships: number of people using the content from your partner, impact
of knowledge generated by such content, brand exposure of the partnership, events etc.
With partnerships supporting an initiative: progress in implementation and its impact,
impact of advise/support given to the initiative, number of people involved/impacted, brand
exposure of the partner, events attended, future plans of the initiative, etc.
Build a network of champions in each partnering organization
and keep developing your understanding of the needs of your
partners and their understanding of AIESEC.
Champions, key people who promote AIESEC
within their company and in their networks outside
Thanks for your attention and feel free to approach
Monaem Ben Lellahom
External Relations Manager
AIESEC in the Middle East & North Africa
Address: 4C, Road 231, Degla, Maadi Cairo, Egypt
Cell: (Tunisia) +216 22321007 - (Egypt) +20 162601865