TMP TLP Product Packaging

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  • 1. Product packaging Talent Capacity Strategic Meeting (Sep 2013)
  • 2. PRODUCT-CUSTOMER FLOW 1! 2! 3! 4! PRODUCT EVOLUTION! UNDERSTAND! --------! FOCUS! CUSTOMIZE! CUSTOMER FLOW! ATTRACT! -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐! CONVERT! -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐! CLOSE! DELIGHT! -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐   SHOWCASE!
  • 3. PRODUCT-CUSTOMER FLOW 1! 2! 3! 4! PRODUCT EVOLUTION! CUSTOMER FLOW!
  • 4. (Initial) Product Packaging Recruitment Did not fulfil planned capacity and other talent processes! this must be done as soon as after Talent Allocation ! Customised Understand --Focus (Additional) Product Packaging
  • 5. (Initial) Product Packaging
  • 6. 1! UNDERSTAND! --------! FOCUS! (Initial) Product Packaging! Understand your market! •  Initial sensing of Supply and Demand (internal and external)! •  Process of Hypothesis and Validation!
  • 7. 1! UNDERSTAND! --------! FOCUS! (Initial) Product Packaging! Understand (Internal) •  KSA requirement analysis! •  What kind of Knowledge, Skills, and Attitude is required for a member in oGIP?! •  Last cycle’s membership profile data! •  Customer feedback (NPS)! •  Survey TXP outcome: alumni! •  Surveying successful alumni, asking them which part of TMP/TLP contribute most to their success today? And then find out the common elements. Make sure the results reflect in the product packaging processes.!
  • 8. 1! UNDERSTAND! --------! FOCUS! (Initial) Product Packaging! Understand (External) •  External research helps you better understand your student market, then you can also make decisions based on external relevance.! •  HOW?
 In order to not get lost in research Define a key question/ hypothesis that you want to get more information on: 
 !
  • 9. 1! UNDERSTAND! --------! FOCUS! (Initial) Product Packaging! Understand (External) Example of questions! 1.  Competency would students want to develop! 2.  Plan after graduation! 3.  Opportunities in AIESEC you are most interested in! 4.  Values that is most important to students!
  • 10. 1! UNDERSTAND! --------! FOCUS! (Initial) Product Packaging! Understand (External) •  WHAT: 
 What are the opportunities gaps in my university! •  Check out: ! •  Youth insights surveys/ reports! •  Employment issues trending on media/ university! •  Companies recruitment info: website and prospects!
  • 11. 1! UNDERSTAND! --------! FOCUS! (Initial) Product Packaging! Focus •  Which student market do I focus on?! •  which college/ school/ department! •  1st/ 2nd/ 3rd/ final year! •  Post graduates?! •  Which cycle and timeline for TXP? ! •  depending on timeline of studies)!
  • 12. 2! CUSTOMIZE! (Initial) Product Packaging! • Planning/ Thinking-part! •  (unique) Value Proposition definition! • Action-part! •  Product Evolution! •  Usually involved “learning & development” to enhance the product to attract customers.!
  • 13. 2! (Initial) Product Packaging! Customer Value Canvas CUSTOMIZE! For more details, visit http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-ourbrand-new-value-proposition-designer.html !
  • 14. 2! CUSTOMIZE! (Initial) Product Packaging! Customer Value Canvas 1a) Job-to-be-done:! •  Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy.! 1b) Pains:! •  Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done.! 1c) Gains:! •  Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings.! For more details, visit http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-ourbrand-new-value-proposition-designer.html !
  • 15. 2! CUSTOMIZE! (Initial) Product Packaging! Customer Value Canvas 2a) Products & Services:! •  List the products and services you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs! 2b) Pain relievers:! •  Describe how your products and services eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done? ! 1c) Gain Creators:! •  Describe how your products and services create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? ! For more details, visit http://businessmodelalchemist.com/blog/2012/08/achieve-product-market-fit-with-ourbrand-new-value-proposition-designer.html !
  • 16. 2! (Initial) Product Packaging! Customer Value Canvas CUSTOMIZE! Left Side:! Based on Design! Right Side:! Based on Research and Observations!
  • 17. Gains:! •  Global network of young people! •  Interaction with corporate world! •  Meet new friends with common vision and values! •  Self-discovery and self-awareness! •  Attitude to challenge status quo and step outside comfort zone! •  Take responsibility and ownership! •  Develop and create experience for others ! •  Expand horizon and interest in world issue! •  Gain practical management knowledge and leadership skills! •  Experience different culture! •  Alumni network! •  Intensive learning and working experience! Pains:! •  Require too much time investment! •  Sometimes the harder we work don’t mean more we learn! •  Large workload and pressure compare to other students! •  Money investment for conference attendance! •  Others (friends + family) don’t usually understand what you are doing! •  Affect academic results/ health! FOR EXAMPLE: top students in Business School! Job-to-be-done:! •  Graduate with good grades! •  Get into a good career after graduation/ career development! •  Want international experience! •  Gain practical (work) experience/ learning! •  Achieve large “ROI”! •  Personal and professional development! •  Participate in democratic and dynamic organisation! •  Contribute to a noble goal/ vision! •  Expand personal and professional network! •  Build up better CV!
  • 18. Product & Services: ! (oGIP TMP experience)! •  Sub-product and students market research! •  EP recruitment/ induction event OC! •  Returnee follow up and showcasing! •  Local/ national/ international conferences attendance ! •  Trainee buddy! •  CEEDership! •  Skills training by/ conversations (Y2B) with corporates! Gain creators:! •  Allow business students to exercise their learning practically in real world scenario! •  Event OC allow students to interact with Top talent! corporates and other stakeholder! •  Conferences allow students to expand their network and step outside comfort zone! •  Trainee buddy and CEEDership allow cultural interaction and raise interest in world issues.! •  Interaction with (potential and returnee) EPs made students aware of the impact they have on others.! •  Reviews with TL and conference attendance allow time for self-reflection.! Pain relievers:! •  Regular reviews with TL allow students to be aware of their learning with respect to time! •  Platform like short term experiences allow students to balance academic, life, AIESEC! •  Interaction with corporates through AIESEC opens up career options! •  Practical experiences and support allow students to clearly tell their stories to externals (with CVs), family and friends! •  LC reinvestment releases pressure financially!
  • 19. (Additional) Product Packaging Timeline largely depends on how rigorous the (initial) product packaging was done.!
  • 20. 1! UNDERSTAND! --------! FOCUS! (Additional) Product Packaging! First thing we MUST “understand”: •  Identify the outstanding roles, and understand the key reasons why they were not fulfilled!! •  This must be kept in mind during the (additional) product packaging process.! •  Therefore, we can be SPECIFIC and not general!
  • 21. 1! UNDERSTAND! --------! FOCUS! (Additional) Product Packaging! Understand (Internal) •  Based on the outstanding roles identified:! •  KSA analysis! •  Last cycle’s membership profile data! •  Customer feedback (NPS)!
  • 22. 1! UNDERSTAND! --------! FOCUS! (Additional) Product Packaging! Understand (External) •  Remind yourself for the external market research result that was carried out before.! •  Especially, the profile of KSA for specific students! •  E.g. what KSA does a business school students have ? You can also break it down to different years of student.!
  • 23. 1! UNDERSTAND! --------! FOCUS! (Additional) Product Packaging! Focus •  Match up the internal and external “understanding”, based on the outstanding roles after recruitment.! •  Making a decision on which market to focus on for which roles.! •  Usually there is no direct exact match between internal and external understanding, therefore, “learning & development” is necessary to full in the gap.!
  • 24. 2! CUSTOMIZE! (Additional) Product Packaging! • Planning/ Thinking-part! •  (unique) Value Proposition definition! • Action-part! •  Product Evolution! •  Usually involved “learning & development” to enhance the product to attract customers.!
  • 25. 2! CUSTOMIZE! (Additional) Product Packaging! Customer Value Canvas