The document discusses implementing successful partnerships when entering new markets. It provides an overview of expanding into Brazil and Latin America, highlighting the growing middle class and demand for education. Successful partnerships require considering market knowledge, competitors, partner types, and models. A case study details how partnering helped a health organization expand its conference to Brazil and Latin America, resulting in over 750 attendees, sold out events, strengthened regional partnerships, and membership growth. Recommendations emphasize developing a strategic vision and understanding local market dynamics to create sustainable partnerships.

2. Implementing Successful Partnerships
When Entering a New Market
Gina van Dijk
Deputy Director
MCI Brazil
July 2012
In partnership with
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3. Agenda
 Who Am I?
 Expansion into un(der) explored Markets?
 Why Partner?
 Considerations
 Partnership Types
 Partnership Models
 Case Study
 Recommendations
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4. 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

5. Expansion into
un(der) explored markets?
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6. 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)
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7. 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
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8. Why Partner?
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9. 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
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10. Case Study – Your Organization
What does success look like
for
your organization?
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11. Considerations
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12. Considerations
Partners
Scalable approach
to growth
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13. Considerations for sustainable partnerships
What does success look like?
Vision & Strategic Intentions
Strategic Issues
Previous (un)successful experiences
Desired Outcome

14. 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

15. 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

16. Partner Types
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17. 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

18. Partnership Models
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19. 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

20. Local/Regional Partnerships
NAT. GOVT FIN. BUSS UNIV CONTENT MULTIPL
SOC. SPONS. SERVICEP PROV. IERS
ROVIDERS
Market x x x x
Knowledge
Market Access x x x
Management x x
Infrastructure x
Competence x x x
Commitment x x x
Politics x
Culture x x
Scalability x x x
Endorsement x
Multipliers x x x
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21. Case Study
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22. Case Study – Health Care Industry
o Opportunity: o Results:
• Taking “Highlights” to Brazil/Latin America • Over 750+ attended from Latin America, the
United States, Europe
o 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
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23. Recommendations
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24. Be clear on your objectives
What does success look like
for
your organization?
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25. Recommendation
2
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26. Contact Information
About This Presentation
Gina van Dijk
gina.vandijk@mci-group.com