Implementing Successful Partnerships        When Entering a New Market                           Gina van Dijk            ...
Agenda   Who Am I?   Expansion into un(der) explored Markets?   Why Partner?   Considerations   Partnership Types   ...
Who am I – Gina van Dijk   Based in Rio de Janeiro, Brazil   Over 11 years working experience in Brazil & Latin    Ameri...
Expansion intoun(der) explored markets?                            5
Brazil - Growing Middle Class                                                                              Global Middle ...
Education   Culture of    continuous    education   68% of young    population have    studied more than    their parent...
Why Partner?               8
Case Study – Finance Sector                      Within 15 months:•   Access to distribution channel of 500.000+ professio...
Case Study – Your Organization        What does success look like                      for             your organization? ...
Considerations       MCI GrowGlobally.org Webinar Series 2011 11
Considerations                 Partners  Scalable approach            to growth                            12
Considerations for sustainable partnerships  What does success look like?    Vision & Strategic Intentions    Strategic Is...
Considerations for sustainable partnerships  Market Knowledge & Environmental Trends    Local market sophistication    Sup...
Considerations for sustainable partnerships  Competitive SWOT Analysis    Identify & rank competitors (products & membersh...
Partner Types                16
Considerations for sustainable partnerships  Partner Prospect Evaluation    Desired business strategy?        Required Cor...
Partnership Models                     18
Considerations for sustainable partnerships  Partner Prospect Evaluation /2    Develop Partner Profile & Scoring        Ma...
Local/Regional Partnerships                 NAT.   GOVT   FIN.     BUSS       UNIV   CONTENT   MULTIPL                 SOC...
Case Study   MCI GrowGlobally.org Webinar Series 2011 21
Case Study – Health Care Industryo   Opportunity:                                            o   Results:     •   Taking “...
Recommendations         MCI GrowGlobally.org Webinar Series 2011 23
Be clear on your objectives        What does success look like                       for              your organization?  ...
Recommendation                 2                 5
Contact Information       About This Presentation                 Gina van Dijk   gina.vandijk@mci-group.com
Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Partnerships When Entering a New Market
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Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Partnerships When Entering a New Market

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Cesse 2012 Management Institute - Gina van Dijk - Implementing Successful Partnerships When Entering a New Market

  1. 1. Implementing Successful Partnerships When Entering a New Market Gina van Dijk Deputy Director MCI Brazil July 2012 In partnership with 2
  2. 2. Agenda Who Am I? Expansion into un(der) explored Markets? Why Partner? Considerations Partnership Types Partnership Models Case Study Recommendations 3
  3. 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
  4. 4. Expansion intoun(der) explored markets? 5
  5. 5. Brazil - Growing Middle Class  Global Middle Class :31% population in 2030  Between ´04 – ´10: 32 Division of Income Classes in Brazil Household income/ class 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) 6
  6. 6. Education Culture of continuous education 68% of young population have studied more than their parents Education as differentiator in Budget elements of Middle Class Budgets highly competitive market Transp Annual spend on Clothing Food Food education: 17,3% Healthcare (rank: 3) Housing Other Expenses Education 7
  7. 7. Why Partner? 8
  8. 8. Case Study – Finance Sector Within 15 months:• Access to distribution channel of 500.000+ professionals and companies• Endorsement of US based certification program for Brazilian CEU credits 9
  9. 9. Case Study – Your Organization What does success look like for your organization? 10
  10. 10. Considerations MCI GrowGlobally.org Webinar Series 2011 11
  11. 11. Considerations Partners Scalable approach to growth 12
  12. 12. Considerations for sustainable partnerships What does success look like? Vision & Strategic Intentions Strategic Issues Previous (un)successful experiences Desired Outcome
  13. 13. 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
  14. 14. Considerations for sustainable partnerships Competitive SWOT Analysis Identify & rank competitors (products & membership) Government intentions on adoption of new standards Competitive analysis of industry/Profession Profiling 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
  15. 15. Partner Types 16
  16. 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
  17. 17. Partnership Models 18
  18. 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
  19. 19. Local/Regional Partnerships NAT. GOVT FIN. BUSS UNIV CONTENT MULTIPL SOC. SPONS. SERVICEP PROV. IERS ROVIDERSMarket x x x xKnowledgeMarket Access x x xManagement x xInfrastructure xCompetence x x xCommitment x x xPolitics xCulture x xScalability x x xEndorsement xMultipliers x x x 20
  20. 20. Case Study MCI GrowGlobally.org Webinar Series 2011 21
  21. 21. Case Study – Health Care Industryo Opportunity: o Results: • Taking “Highlights” to Brazil/Latin America • Over 750+ attended from Latin America, the United States, Europeo Solution: • Highlights in Latin America sold out 1 month • Overall strategic guidance for adaptation before the event - two consecutive years into Latin America • Positioned as key event within Latin • Partnership development support and local American region host society relations • Positive bottom line (as of year 1) • Identify, developed and strengthen alliances with other Latin American Societies in line with • Continuous expansion of regional society´s partnerships (11) • Oversaw logistics by the local host society • Highlights hosted in Brazil (3 editions), for brand and quality conformity Uruguay (1 edition), next edition in Chile • Event budget consultation • Highlights replicated in Asia with over 850 participants from 10 partner societies • Marketing (including review and adoption of materials and coordination of translation • Latin American membership growth due to materials increased activity • Continuity of Highlights in Latin America – • Strengthened partnerships amongst LA post meeting associations • Physicians feel they are able to provide better patient care • Enhancements to LA program are implemented in events in Asia and North America 22
  22. 22. Recommendations MCI GrowGlobally.org Webinar Series 2011 23
  23. 23. Be clear on your objectives What does success look like for your organization? 24
  24. 24. Recommendation 2 5
  25. 25. Contact Information About This Presentation Gina van Dijk gina.vandijk@mci-group.com

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