GOAL SETTING Through
1-- Set RAISE GOALS > 2-- Set IN REVIEW Goals >3-- Set IN PROGRESS
4-- Set Target for OPEN
(Both must have a good
understanding of each others’
key metrics.)Creates In review, In Progress,
Sign up Goals
Creates Ra-Ma-Re Goals
*Create Customized Monthly Goals for EACH Key KEY Issue
An Effective Product and Positioning
Strategy relies on knowing WHO you’re
selling to and HOW they think.
We have a few perspectives that hold us back from this!!
3 most frequently-made
mistakes about target audience…
Thinking that the “customer” !
Is the same for all!
Products (opportunities) !
We don’t put
the shoes of our
We have a much too general insights on our specific customers.
STEP 1: IDENTIFY YOUR CUSTOMER
Build a Customer Profile Map
Students interested to go
into International Relations
Wants to feel important
Loves learning abut new
• OPS/ ORS analytics
• Trends in
• NPS Promoters
• Trends in
Build a Customer Insights Map
• Based on your basic understanding conduct
External Market Research
• Check social media
• Run surveys/ interviews/ assessments to understand:
• Where you’re customers are and when they are there?
• What they’re state of mind is at that touch point?
• What needs do they possess at that given point?
Main Responsible: VP Comms
Customer Insight map
Context Going into Summer Vacation in a couple 1
(What problems does s/
he need to solve?
“I don’t want to be spending the whole
summer bored at home. I want to do
(What problems does s/
he need to solve?)
“I’m jealous about hearing that my friend’s
family will travel to europe, and my family
has no plans to leave. “
(Through which channels
can we reach him/her?)
I check Facebook every evening As a
distraction from my studying, I usually
check to see what my friends are up to.
While on the National Level, !
you can have main customer proﬁles,
the customer insight can be even more
detailed on the LC level as well! !
AIESEC CUSTOMER CANVASSwww.aiesec.org
Language/s and Proficiency:
When should they be free to go on exchange?
(ideal realization date)
For how long should be free to be on
exchange? (ideal duration)
What are my interests? What motivates me?
A tool to help your MCVP’s!
1. With your Customer Proﬁle Research, identify the Key Channels
which present ideal opportunities for you to connect with your target
2. Can be online (ex. social media channels) or physical channels (on
campus, bus stops, youth events, etc.)
3. Determine KPI’s for each of these channels that clarify the ROI of
these channels for the marketing campaign!
4. Social Media & Word of Mouth are the top 2 channels globally!
Your Messaging should be based on the answer to the question—
“Why should I buy into this speciﬁc opportunity?”
1. Customise a Value Proposition for each Issue
(Teach to Learn)!
2. List down the Key Beneﬁts a customer will gain from the opportunity
under this speciﬁc issue ?
(ex. Gain personal development, make a difference in children’s lives)
3. What are the Reasons to believe/ Proof points for this issue?
(ex. Stories, testimonials, Impact of projects)!
How do you communicate these values
and beneﬁts and preserve a positive
experience within EACH touchpoint with
the potential customer?!
Reason to Believe
Touchpoint Facebook Website
Mental Barrier I’m turned off by ads on social media I only have a 2 min attention span
Question What’s happening in the world? Where can I go? What can I do?
Motivation I want to experience something worth
I get to travel and make a difference? Cool!
Activity I’m browsing my wall feed for updates
from my friends
I browse the homepage and I look for
“about” and “process”
Message/ Information Redefine yourself Basic Information on where you can go,
what you can do, how to apply
Reason to Believe Here’s a story that made a difference! Showcase direct impact of projects
Tactic Story of an EP teaching kids in Latin
America links to website
Basic + most engaging info, Call to action
visible on each info page
KPI # clicks to website # sign ups