Establishing your strategic focus, what are you trying to do? Getting buy-in for growth from your board. Processes to ensure commitment to the strategy. Steps to take to execute your strategy. Peter De Brabandere, Director Marketing and Communications of Agoria

1. HOST SPONSORS
#ACIE15 ORGANISED BY
Director Marketing and Communications
How to formulate and execute a growth strategy
PETER DE BRABANDERE
Agoria
© Associations Network 2015

2. Agoria in
the spotlight

3. 3
Quiz

4. 4
A short introduction: Agoria in two minutes flat!

5. Technology industry
Powerful engine driving our economy
80%
SMEs
20%
27%
53%
> 100 PERS.
10 PERS.
10 - 100 PERS.
275,000 jobs
in the technology industry
Supplies
€95.9
BILLION
2013
2014
€96.4
BILLION
of the private sector’s
added value
of supplies are exported
of Belgian investments in
R&D
8.1%
66%
30%
5

6. 1700member companies active
in 10 domains
Agoria, the federation for the technology industry
Belgium’s largest sectoral federation
Contracting
Information and Communication
Technology (ICT)
Building Technology
Transport Systems
& Solutions
Energy Systems
& Solutions
Production Technology
& Mechatronics
Aerospace, Security,
Defence Technology
Subcontracting
Materials Technology
Environment Systems
& Solutions
6

7. 200experts serving
members across the
country
Our mission:
To be the Belgian tech industry’s advisor and advocate of choice
Antwerp
Ghent
Brussels
Charleroi
Liège
7
Agoria, the federation for the technology industry

8. Our members in the driving seat
More than
300executives from member companies
are actively involved in the
workings of the federation
Board of Directors
Regional management boards
Committees
and more besides
8

9. Agoria, a serious
heavyweight ….
… on Belgium’s economic,
social and political landscape
9

10. But there are threats and challenges ahead:
1
0
Agoria, the federation for the technology industry
• Why become a member?
• ROI?
• Competition
• Political changes
• Declining manufacturing industry
• Fast-changing economic landscape
• Decisions made abroad
• Business model future-proof?

11. Our response
1
1
Agoria, the federation for the technology industry
The PRIMUS project
1. Rethink our strategy
2. Develop an integrated marketing plan
3. Rethink our organisation
4. Put customers/members first

12. Need to rethink our strategy…
1
2
Agoria, the federation for the technology industry

13. Need to rethink our strategy…
Environment analysis
Map current situation
1. Produce overview of the current state of the organisation (SWOT)
2. Identify core competencies, key differentiators and USP
3. Analyse Agoria’s environment (Porter’s 5 forces)
4. Analyse external macro-environment/background (PEST analysis)
5. Ask key stakeholders/members about strengths and weaknesses
Benchmark with other organisations
1. Belgian federations & international associations
2. Competitors
1
3
Agoria, the federation for the technology industry

14. Need to rethink our strategy…
Strategy formulation
1. Identify potential markets and define approach towards customers
2. Chart evolution of financial model
3. Define services offered
4. Outline strategic options
1
4
Agoria, the federation for the technology industry

15. Examples of findings: political
1
5
Agoria, the federation for the technology industry

16. Examples of findings: economic
1
6
Agoria, the federation for the technology industry

17. Examples of findings: social
1
7
Agoria, the federation for the technology industry

18. Examples of findings: technological
1
8
Agoria, the federation for the technological Industry

19. Result of the exercise: 10 strategic choices
1
9
Agoria, the federation for the technology industry
Agoria…
1. is an organisation that truly represents its members
2. sets itself apart through its strengths
3. needs to be agile
4. is all about business development, expertise and lobbying
5. provides ‘value for money’ services tailored to its members’ needs
6. is close to its members
7. invests in human capital
8. is a top-notch service provider for the whole industry
9. is improving its image and going fully digital
10.consolidates its position through strong partnerships

20. Translate strategy into an integrated marketing plan
2
0
Agoria, the federation for the technology industry
• # members
• churn rate
• # paid services for members
• # paid services for non-members inside and outside
tech industry
• # paid services for other federations and organisations

21. The 5 pillars of our offer
BUSINESS
DEVELOPMENT
SERVICES &
SOLUTIONS
LOBBYING
ACCOUNT
MANAGER
EXCLUSIVE
BENEFITS
2
1

22. Business development
Helping our members to boost their turnover
Our offer
Results
Initiating promising projects
Identifying business opportunities
Informing without delay and in a targeted way
Facilitating market approach
Joining forces
Fostering contact between members
Raising our members’ profile
Faster sales cycles
New business opportunities that
would be difficult to access
individually
Lower prospecting costs
Higher success rate
2
2

23. Domestic business development
Focus on fast-growing industries and markets
ENERGY SYSTEMS & SOLUTIONS
PRODUCTION TECHNOLOGY
& MECHATRONICS
CONTRACTING
ICT
AERONAUTICS SPACE SECURITY
DEFENCE TECHNOLOGY
TRANSPORT SYSTEMS & SOLUTIONS
MATERIALS TECHNOLOGY
SUBCONTRACTING
BUILDING TECHNOLOGYENVIRONMENT
SYSTEMS
& SOLUTIONS
SMART CITIES
PUBLIC
INFRASTRUCTURE
2
3

24. International business development
Seven market-oriented business clubs
24

25. Lobbying
Promoting our members’ interests
Our offer Results
Raising awareness: daily contact with
decision-makers from the fields of politics,
economics and social dialogue
Easing progress on specific cases
Exercising influence through our involvement
in standardisation committees
An environment conducive to
entrepreneurship and the further
development of our technology industry
Tangible results: responses to issues
around labour costs, taxation, innovation,
shortage of qualified workers, regulations,
mobility, and more besides
Easy access to policy makers
At all levels of power:
local, community, regional, federal, European and/or international
25

26. Lobbying
Four Policy Units,
reflecting the structure of the
Belgian state
Wallonia
Flanders
Federal
Brussels
A federation embedded
in the employer landscape
REGIONS
FEDERAL
EUROPE
Agoria Vlaanderen
Business Europe
Agoria Wallonie
Agoria
Agoria Bruxelles
Sector committees
VOKA
BECI
UWE
VBO/FEB
Orgalime - CEEMET - DigitalEurope
26

27. Lobbying
Strong presence
at European level
50EUROPEAN
SECTOR COMMITTEES
27

28. Services & solutions
Services and solutions tailored to the needs of
the various functions in companies
Our offer
Results
Experts providing clear and detailed answers
Solutions to enhance visibility
Tools for staying informed efficiently
Audits to assess the state of affairs
Powerful tools for specific activities and applications
Agoria Academy for skills development
Solutions to better focus on the core-business
Efficiency: a single organisation,
services for the majority of functions
The certainty to receive the best service and some
real added value
Flexibility and speed with regard to the access to
services
A well-controlled budget
28

29. Services & solutions
Six expertise centres, one for each key area
Innovation
6
Talent & Labour
Market
Energy
Regulation
& standards
Social
Environment
EXPERTISE
CENTRES
29

30. Account Managers
Giving our members the best possible service
Our offer
Results
Analysing: understanding our members’ specific
needs, business context and aspirations in the
short, medium and long term
Informing: bringing our members into contact with
the right Agoria teams and helping them to
establish a long-term relationship with them
Optimising: identifying relevant new initiatives and
services in order to better serve our members
Having a ‘single point of contact’ makes it
easier to access and use our services
Members can be sure that they are not missing
out on any opportunities.
30

31. Exclusive benefits
Advantageous conditions, lower costs
Our offer Results
Member benefits from around a hundred partners
Focus areas:
• Insurance
• Energy
• Business management
• Recruitment
• Sector information
• Mobility
• Production
• PR and advertising
• Business travel
• and many more
Lower costs
Simplicity and efficiency: no need to search
for reliable service providers
Choice of service providers for a wide range of
services
31

32. The Belgian tech industry’s advisor and advocate of choice
BUSINESS
DEVELOPMENT
SERVICES &
SOLUTIONS
LOBBYING
ACCOUNT
MANAGER
EXCLUSIVE
BENEFITS
3
2
Agoria, the federation for the technology industry

33. 3
3
Agoria, the federation for the technology industry
A closer look at our membership
packages
• Membership fee based on number of
employees
• All members have equal access to
Agoria’s services
• All services are included in the
membership fee
• The big ones pay for the little ones

34. 3
4
Segmented offer based on flexibility and value for money
Business development
Services &
solutions
Exclusive benefits
* Credits can be used to buy: high-end Tools & Methodologies, Academy,
Expert s (in-depth, on-demand, coaching), Key Data & Forecasting (Extended), and more.
SMEs Tier 3 Tier 2 Tier 1
Full access Full access Full access Full access
Info events
Full access Full access Full access Full access
Visibility Package 1 Package 2 Package 3 Package 4
Information
Impact platform
Experts Package 1 Package 2 Package 3 Package 4
Full access Full access Full access Full access
Segments
Credits * Value based on membership fee amount
Account Manager Ad-hoc – AM (>20) AM-KAM (>99) KAM KAM
Essentials Essentials Essentials Essentials
Tools (incl. audits)
Lobbying
Full access Full access Full access Full accessCollective
Package 1 Package 2 Package 3 Package 4Individual
Top XXVIP programme
Tech. lounge Package 1 Package 2 Package 3 Package 4
Key data & forecasting

35. 3
5
Packages
Business development
Services &
solutions
Exclusive benefits
SMEs Tier 3 Tier 2 Tier 1
Info events
Visibility
Package 1 Package 2 Package 3 Package 4
Information
Impact platform
Experts
• Spot Advice
 unlimited
• In-depth/on-
demand/coaching
 X hours
• Spot Advice
 unlimited
• In-depth/on-
demand/coaching
 Y hours
• Spot Advice
 unlimited
• In-depth/on-
demand/coaching
 Z hours
• Spot Advice
 unlimited
• In-depth/on-
demand/coaching
 unlimited
Segments
Service credits
Value based on membership fee amount
Account Manager
Tools (incl. audits)
Lobby
Collective
• Expert service
 X hours
• Norm. comm
 X # access
• Expert service
 Y hours
• Norm. comm
 Y # access
• Expert service
 Z hours
• Norm comm
 Z # access
• Expert service
 unlimited
• Norm comm
 unlimited
Individual
VIP programme
Tech. lounge
X days/month Y days/month Z days/month unlimited
Key data & forecasting
* Credits can be used to buy: high-end Tools & Methodologies, Academy,
Expert s (in-depth, on-demand, coaching), Key Data & Forecasting (Extended), and more

36. 3
6
User
Info
events
Info
Impact
platform
Expert/
Coach
Tools&
method.
Keydata
Out
sourcing
Academy
Bus.dev.
Exclusive
benefits
Lobbying
VIP
programm
e
Visibility
Tech.
lounge
CEO / GM X X X X X X X X
Sales / Bus. dev. X X X X X X X
Mktg / Com X
HR X X X X X X X X X
R&D / Prod. & process X X X X X X X
Finance X X
Legal X X X X X
Purchase X
ICT X X X
Corp & Publ. affairs X X X
Safety & prevention X X X X X X X
Environmental officer X X X X X X X
High-level mapping of our services based on DMU

37. 3
7
User
Info
events
Info
Impact
platform
Expert/
Coach
Tools&
method.
Keydata
Out
sourcing
Academy
Bus.dev.
Exclusive
benefits
Lobbying
VIP
programme
Visibility
Tech.
lounge
CEO / GM X X X X X X X X
Sales / Bus. dev. X X X X X X X
Mktg / Com X
HR X X X X X X X X X
R&D / Prod. & process X X X X X X X
Finance X X
Legal X X X X X
Purchase X
ICT X X X
Corp & Publ. affairs X X X
Safety & prevention X X X X X X X
Environmental officer X X X X X X X
New services under development

38. 3
8
Agoria, the federation for the technological Industry

39. Peter De Brabandere
peter.debrabandere@agoria.be
Mobile: +32 479 96 08 73
39

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