On October 4th, David LaFrance CEO from the American Water Works Association (AWWA) and Gaurav Sood from AWWA India shared their insights gained from the first year developing community in India.

1. Creating an International
Community
Why and How AWWA Decided to Open and Office in India
By
David LaFrance, AWWA
Gaurav Sood, AWWAIndia

2. AWWA Faced a Saturated Market
0.528 Billion Population
$17 Trillion GDP
HSBC Report:
Global market will increase 2-3% per year
over next 4 decades AND emerging
markets will contribute twice as much as
developed economies.
7%
24%
7.106 Billion Population
$72 Trillion GDP

3. AWWA’s Reach Beyond North America

4. AWWA’s Reach Beyond North America
International Members
Members = 1,069
Countries = 91
ACE16 Attendees = 442 from 52
countries
ACE Announcement = 5 Languages

5. Initial Strategy Purpose
Focus AWWA’s international efforts on
countries with demonstrated demand
for AWWA offerings by leveraging the
synergy between AWWA staff and the
volunteer International Council

6. FOCUS
• Countries with Proven Demand
• Publication Sales
• Membership
• ACE Attendance
• ACE Exhibits
• Countries with Capability & Capacity
• AFFORDABILITY--GDP/Capita
• PUBLIC HEALTH NEEDS--Human Development Index (HDI)
• PROTECTION--Rule of Law Index (RLI)
• ENTRY--Global Competitive Index (GCI)

7. Australia
Japan
UK
Korea
Germany
Singapore
India
Seven “Tier 1” Countries

8. AWWAIndia
A Better India Through
Better Water

9. AWWAIndia – Goals &
Objectives
• Market Visibility
• Thought Leadership
• Product Sales
• Revenue

10. Approach
Awareness
Engagement
Purchase

11. Behind the Scenes
• Developed AWWAIndia Business
Plan – Q2 2014
• Establishment of AWWAIndia
Strategic Board
• Introduced AWWAIndia – Q1
2015
• Contract with MCI for India Office
– March 2015
• Established AWWAIndia Office in
Mumbai – July 2015
• Staff & Board Orientation

12. Building Awareness: AWWAIndia Website

13. Building Awareness: EDM Campaign Calendar
Months Oct'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'16 May'16
Date 5 20 26 30 23 15 20 22 25 16 23 25 26 9 15 22 23 31 5 6 8 19 26 12 24 31
eDMno.
1
2
3
4
5
6
7
8
9
10
11
12

14. Building Awareness:
Print Collaterals

15. Awareness & Building Engagement
• Investigative Trips With Workshops
• AWWAIndia Office Launch Event
• Engage and Support other
Associations
• Presidential Tours and Workshops
• Promotional Booths at Industry Events
• History of Chlorination in America
• Sharing Case Studies and Best
Practices
• Round Table Discussions
• Getting Featured in Trade Publications

16. AWWAIndia Growth Story
130% Growth in
Individual
Membership (200
members from 87
members)
300% Growth in
Service Providers
Membership (3
service providers
from 0)
100% Growth in
Utility
Membership (1
Utility from 0)

17. NEXT STEPS
• Re-evaluate focus countries – Q3 2016
• Update membership and training goals – Q3 2016
• Develop AWWAIndia Training Calendar – Q4 2016
• Launch India Specific E-Newsletter – Q1 2017
• AWWA session at IWWA conference – Q1 2017
• Expand international footprint at ACE – Q2 2017
• AWWAIndia Conference – Q4 2017

18. Thank you