iGIP Market Research StrategyMENA REGION – GST OUTPUT

What is Happening with iGIP in MENA?

TNs Raised0

50

100

150

200

250

300

350

400

450

500

2009 2010 2011 2012 2013

Organisational Value

Market Value Individual Value

Our Value in the MarketLong-term leadership

pipeline and impact on the world

Competitive talent advantage for tomorrow

Short-term talent gap solution

Our Value for the EPs and Our Members

The Story of AIESEC in Spain

Organizational Value:A young person witnesses and contributes to

responsible and entrepreneurial

leadership overcoming the environment

Market Value:Entrepreneurs can sell

their products in international markets, survive, and support

Spain’s economy

Individual Value:A young member learns sales and delivery, and

learns how to contribute to society through market solutions

To grow our product and develop leadership in every experience we have

to raise TNs in meaningful industries where the EP has an impact on the

world.

How do we do that?

If you had 1000 AIESEC trainees coming to your country, in which industries would you want to place them?

Because their experience would develop leadership.

Because they would make an impact on society.

Because our members would see their contribution to society.

Relevant Market Segment

In what industry can you develop leaders who will have a positive impact on society?

Industry Talent Needs

What are the talent needs in that industry?

JD that Develops Leadership

What can the EP do that will develop leadership and serve the industry’s talent needs?

Supply

BO AlignmentDo we have the EP supply to fill this need? Where are the EPs from, and how can we match with them?

How do we align our marketing and TC to sell and deliver these experiences on a major scale?

Market Segmentation Process

Purpose Driven Market Segmentation

Purpose Driven Market Segments

Startups / Incubators Education Tourism

EgyptTunisiaMoroccoJordan

EgyptTunisiaMoroccoJordan

All the Region

Relevance of the Industry

Startups & Incubators

This Industry has a specific need of Talents, Yet its not on of the preferred destinations for

youth or fresh Graduates.

This industry is considered as an Economical Focus for most of the Governments in the

MENA Region due to the current state of market saturation from Talents.

The immense increase in Unemployment Rates in Several countries within the Region

requires a lot of new companies entering the Corporate Market (Entrepreneurs), so it’s a

Societal/Country Need at this point of time.

The Startups are finding a huge competition in acquiring talents from the youth pool, most

of the youth would prefer a more stable job within the Corporate market.

Start Ups are facing a lot of challenges in penetrating markets within their countries, They

might need International Exposure for their Companies and trying to penetrate other

markets outside their countries.

Some Facts

Startups & Incubators

The Network of Startups are usually very attached within different countries, they

manage to help each other through networking events & sharing different

resources , Its easy to build up a strong brand in this market through referrals and

word of mouth.

Most of the Startups in the MENA Region now are very oriented towards Technology

and Specifically information Technology.

New Projects and Startups are closely watched by Big Corporates and Investors,

They Usually buy it at the latest stages of their development, which means that

This companies and iGIP can grow along the way with each other.

Usually the Decision Makers within this market are the CEO or General Managers or

Owners.

Some Facts

Startups & Incubators

Startups usually have very basic Structures and Capacity similar to SMEs ( 8 25

Employees), That’s why you can easily reach the decision makers within this market.

Incubators in this market play a very important role in activating Startups and guiding them

a long the way to establish their companies.

The Incubators Segment mainly provide the following types of support to Startups:

1- Supporting the Startups Legally to establish their presence within this market.

2- Supporting the Startups Financially in different areas.

3- Supporting the Organizational Development in terms of Human Resources, Organizational

Structures, Product Development…etc.

Mostly these Startups are running on low budgets, however Startups at their latest

development stages or in the early stages of becoming a strong healthy organization are

financially wealthy.

Creating LEADs

Startups & Incubators

Creating LEADs in this market is usually very easy because Entrepreneurs are interested

by nature in new Ideas and innovation, Also they are highly exposed to different

Social/Corporate Networks.

Reaching out Incubators will make your job quite easy to reach out these Startups, since

one Strong Incubator would incubate an average of 50 Start ups per year, Accordingly

they can guide you to reach out Recent and Previous Startups as well.

The Entrepreneurial Mindset in different countries will be quite receptive to our product

and our Value propositions.

Networking Events is one of the Main Channels to reach out LEADs in this market.

Capitalizing on Alumni within these market, Usually a lot of the Alumni are engaged with

this Market segment

Sub-Products & Value Proposition

Startups & Incubators

- Main Value PropositionSupporting the Companies with strong IT Talents That will enable the company to grow in its field.- Talent NeedsWebsite Development/ManagementOnline Portals DevelopmentMobile Applications.

Marketing Information Technology

Market Research

- Main Value Proposition Helping Organization in penetrating a new market and to expand markets abroad if the Local Market is not that receptive for their products.- Talent NeedsMarket Research & Evaluation.Market Understanding

- Main Value PropositionSupporting the Company in expanding its reach locally or internationally by enriching their marketing departments with the needed Talents.- Talent NeedsMarketing & Advertisement.Digital Marketing

Leadership in These Experiences

Startups & Incubators

The Startups segment is going to deliver one of the most intense & Challenging Experiences for the EP. In such Environment that EP will be able to develop a lot of Leadership Skills.

The EP in this segment would feel his direct contribution to the company and the society as well.

The amount of innovation, hard work, persistence & Leadership Traits required in such Challenging Market and Working Environment will drive the EP to go outside of his/her comfort zone frequently, Which will develop a lot of Leadership Traits.

Network Supply

Startups & Incubators

Brazil 49Poland 43Canada 39

Colombia 28Romania 26Mexico 26Tunisia 25

United states 24India 20

Ukraine 20

Economics Marketing

Brazil 172Poland 144Mexico 121

Colombia 116Romania 97Tunisia 90Egypt 89India 84

Canada 82Spain 62

IT

Tunisia 158India 87Brazil 85

Colombia 82Mexico 58Poland 57Egypt 56

Morocco 50Romania 43Canada 32

Challenges

Startups & Incubators

Financial Status of these organizations at their Early Stages.

Organizations are attached and connected in this market segment, which means we need to deliver our promises, other wise we would easily leave a negative impression in this market segment.

This Market segment did not yet reach a mature stage in terms of Capacity and Competition, however its growing a lot lately across the region.

Delivery Precautions & Leadership for TN-Taker and EP

Startups & Incubators

Very Clear Value Propositions need to be communicated to the Prospect accompanied with the ROIs, due to the Financial budget people will think twice before Investing in such product unless the ROI and the Value propositions are very clear.

Building up international Relations assuring the Supply for TNs in this market segment, Ensuring the delivery.

Special Financial Packages need to be done specifically for this market segment.

Sales Representative need to communicate the purpose behind our approach and focus on this market. Highlighting the Connection between this market, the society and the Leadership we want to develop.

Assuring the Quality of the JD and the Challenging Working Environment that EP will be exposed to.

Questions or Doubts for this Market-Product Strategy

Relevance of the Industry

Education

The Education System is one of the Weakest Pillars in the MENA Countries

Communities (Egypt, Tunisia, Morocco, Jordan & Algeria).

There is a huge gap between the Education Delivered to youth and the Current

needs within different markets.

Education is the right place to invest in, develop and improve, since it’s the

backbone of any Society or Community.

Some Facts

Education

The Educational Systems (Curriculums) are in place for decades with very slight

updates and development. The Current Education system adapt weakly to the

evolution in Technology.

Governments and countries are focusing a lot in improving and developing the

Educational system.

This market segment is very competitive, Mostly competition drives organizations

to innovate and embrace new ideas that will acquire them the edge among their

competitors.

International High Schools within this market segment commonly have high

student capacity (800 + Students)

Some Facts

Education

The majority of Pre-schools (Nurseries) along with International Schools have high budget, and are capable of investing in the GIP Product.

The Decision makers in this market segment are usually centered around the Principal or the General Manager of the School.

Usually the Decision maker for the pre-schools Market segment in the Owner or General Manager.

We are aiming to Focus on the following Segments within this Industry1- International Schools.2- Quality Pre-schools.3- Learning Centers.4- Universities.

Creating LEADs

Education

Generating LEADs in the Market segment is pretty Easy and simple. Basic online Research

would lead you to most of the prospects in this market segment.

Schools and pre-schools highly exposed to the Society (Family, Friends, Team mates…etc.)

Showcasing previous successes with other partners in the same market segment is

critical, the market is competitive and Organizations wouldn’t like to be the last to acquire

such Edge.

Sub-Products & Value Propositions

Education

TeachingGuidance

(Psychology)

- Main Value Proposition Directing Teachers on the best way to educate students, Updating the Parents about the Child’s overall Behavior and guiding them, to provide the child with the best raising environment.- Talent NeedsPhycologyCounseling & Guidance

- Main Value PropositionTeaching a specific demanded language within specific markets, aside with teaching the teachers new teaching methodologies and introducing modern education concepts.- Talent NeedsTeaching English.Cultural Education.

Leadership in These Experiences

Education

The EP will not only be working on teaching students but also on teaching teachers how to teach with modernized and creative approaches.

The EP will be taking part in changing the Education system and techniques in the Country.

The EP would also guide the parents on how to provide their child the best environment.

Network Supply

Education

Teaching Child Education - Phycology

Tunisia 97Poland 96Brazil 86

Ukraine 68Romania 62Mexico 60

Colombia 58India 50

Germany 47United states 47

Poland 79Ukraine 64

Brazil 62Tunisia 58Canada 51

Romania 46Mexico 39

Germany 34India 34

Russia 33

Challenges

Education

The Capability of the TN Taker to provide a strong Job Description that develop Leadership in the EPs.

The Market openness to integrate the idea of teachers teaching other teachers, introducing new concepts and ways of education.

Not all of the market is capable in investing, we need to be more focused to reach out specific type of Organizations in this market.

Delivery Precautions & Leadership for TN-Taker and EP

Setting Expectations with the TN Taker to assure the delivery of a JD that provides Leadership development.

Building up international Relations, aligning the supply with the Job Roles and the specific needs.

Communicating very clearly the Value Proposition of the product and the ROI on the organizations and society.

Emphasizing on our purpose behind approaching this specific market segments with these concepts.

TN Taker need to be aware that the provided talents Native Speakers, however they are excellent speakers with no accent issue.

Education

Questions or Doubts for this Market-Product Strategy

Relevance of Industry

Tourism

This Market segment has been one of the most important sources of income several governments, It creates a lot of Job opportunities.

This Market has always been one of the main focuses for Governments in the Region, It has been struggling recently with different societal moves, International Media & Safety Concerns.

By Helping this market to start growing again, we would have a huge contribution to the overall countries’ development.

Some Facts

Tourism

This Market is very huge in terms of number of companies & Capacity of operations.

It was perceived to be the most healthy markets in the region previously, since it contained different Organizational clusters (SMEs, Startups, MNCs, Big Corporates)

The Structure within this market is pretty diverse depending on the company size, Startup from 5 to 20 Employees, SMEs from 15 50 Employees, MNCs 50+ employees, Big Corporates from 50+ employees.

Usually Decision makers in this market are the General Manager, Operations Manager / HR Manager, Owner / CEO. That’s Depending on the Organizational Maturity and Size.

Some Facts

Tourism

A lot of SMEs used to take place in competition within this market, the Market was pretty competitive, Accordingly they will be constantly searching for innovation.

Currently several Governments are investing a lot and allocating several resources for this market to get back on track.

Recently This Organizations are struggling a lot to maintain their profits / growth, hence most of them might be running on low budgets.

The Tourism Market has very clear 3 segments:1- Inbound Tourism.2- Outbound Tourism.3- Hotels & Leisure

Creating LEADs

Tourism

The companies within these markets are highly exposed to the society, since

that’s one of their main channels and sources of income.

Only Basic Online Research is required to access a huge data base for these

companies with phone numbers and Addresses.

Referrals from Alumni and Partners is essential like the rest of the Market-Product

Strategies.

Hotels are very easily reached, even the Decision makers in this market(The

Product is Very appealing to them)

Sub-Products & Value Propositions

Tourism

Marketing / SalesInformation Technology

- Main Value Proposition

1. Developing and Enhancing Websites for Tourism Companies.2. Developing online platforms that improve the interaction and accessibility between the company and its pool of clients.- Talent NeedsWebsite Development.Online Portals

- Main Value Proposition

1. Exploring and expanding the company’s pool of clients.2. Introducing different tourism packages that would be more appealing to the new pool of clients.Talent NeedsMarketingSales

Leadership in These Experiences

Tourism

The key challenges currently there in the market would drive the EP to develop a lot of his/her leadership traits and behaviors.

The EP will be contributing to the development and improvement to one of the most important markets in the country, Hence having a direct contribution to the Society improvement.

The EP would be working in a very intense and challenging market, that is very competitive and has been struggling lately.

The EP would be introducing solutions to expand the Companies pool of clients.

Network Supply

Tourism

Marketing/Sales Information Technology

Tunisia 158India 87Brazil 85

Colombia 82Mexico 58Poland 57Egypt 56

Morocco 50Romania 43Canada 32

Tourism BR

Brazil 77Poland 67Canada 55Mexico 50

Colombia 50Romania 45Tunisia 38India 38Spain 35

Argentina 29

Poland 35Romania 21Tunisia 21

Colombia 20Ukraine 20Mexico 19Brazil 15

Czech republic 12Argentina 12Germany 10

Challenges

Tourism

The Financial capability of the Organizations at this point of time to invest in the GIP product, unless a very clear ROIs were there for the organization.

The Market openness to receive and implement the concept of Recruiting International Talents to help in expanding the pool of Clients across the Local or international market.

Delivery Precautions & Leadership for TN-Taker and EP

Making sure of the JD Quality, along with the challenges that are already there in the market.

Building up international Relations, aligning the supply with the Job Roles and the specific needs.

Communicating very clearly the Value Proposition of the product and the ROI on the organizations and society. (Expanding the pool of clients and bringing back one of the top income resources)

Emphasizing on our purpose behind approaching this specific market segments with these Value Propositions.

Special Financial Packages might be required, to be able to penetrate this market.

Tourism

Questions or Doubts for this Market-Product Strategy

Enabling Incubators and Start ups through providing them with the Talent Needed to grow.

Education Enrichment by introducing a new mindset and different Approach of Education gained through our GIP.

Bringing back the Tourism Market (one of the biggest Economical Resources in the MENA Region) on Track.

What purposeful GIP strategies am I recommending?

http://www.worldbank.org/

http://www.meed.com/

http://www.zawya.com/

www.Wamda.com

http://www.thenational.ae

http://www.slate.com

http://www.forbes.com

http://www.bi-me.com/en

http://www.bayt.com/en

http://www.greentechmedia.com/

www.UN.Org/en

My Virtual Resources

http://www.arabo.com

www.yellowpages.com

www.Egyptbusiness

http://www.tradearabia.com

http://www.egypt-business.com/

https://angel.co/ (Start ups in MENA Region)

http://www.bayt.com/en

http://cairo.startupcup.com/

http://www.wikistartup.tn

http://www.flat6labs.com/companies/

Research Creating LEADs

My Other Resources

Partners AlumniRegional MCVPs

Businessmen &

ExpertiseGST Team

Do we have to change everything??

No, don’t stop raising TNs

No, you don’t have to drop your current market – product strategy

No, we don’t have to raise with only non-profits, schools, and hospitals

Make specific

changes to what we’re doing now

Start doing new things to build a purposeful

GIP program

How to Change What You’re Doing Now Choose which of these market – product strategies you want to

implement in Q1

In the JDs your EPs are currently doing, add activities that develop leadership

Ensure TN-takers understand and want to co-deliver leadership experiences

Embed purpose into your sales member education, your marketing, and your sales process

Market – Product Process1. Research trends in business, education, government, social issues, IGOs,

NGOs, etc

2. Choose relevant needs of society and the industries that address these needs

3. Interview with industry leaders and experts, use research to understand talent needs and create hypothesis of sub-product solution for the industry

4. Test sub-product solutions and choose top market – product combinations

5. Make a targeting list of companies to sell these products to

6. Align marketing an talent capacity to be able to reach these markets, sell the right product, deliver it, and showcase it

Will This Solve All My Problems?

Still need to train people

Still need to market, sell, and deliver well

In Colombia sales members see the impact so clearly it’s difficult to move their focus to other sub-products

In Russia the sales members were so successful they didn’t feel as much pressure to perform anymore

What Will Be the Impact When We Do This?

More sales intensity because members understand the why

Better leadership experiences for EPs and members as they contribute to society’s needs

More TN raises with better customers for our purpose

BIG AIESEC

What Do We Do in Q1?Activity Tier 1 Tier 2 Tier 3

Choose what market segments you want to sell in based on “If you could bring 1000 EPs to your country . . .”

X X X

Message purpose of GIP to LCs in all channels X X X

Add purposeful elements to JDs of current market-product strategy X X X

Share CoW of GIP with TN-takers and help them plan to co-deliver leadership experiences X X X

Embed purpose of GIP in all marketing, talent capacity, and showcasing for iGIP X X X

Integrate 1 new market segment from GST research

X X

What Do We Do in Q1?Activity Tier 1 Tier 2 Tier 3

Create a new market – product strategy based on purposeful GIP X

Test new market – product strategy on national level X

Raises that create leaders

What are we trying

to achieve

?

Be the leader who confronts

the fundamental

problem

Make an organizatio

n whose purpose

and actions are aligned

Create purposeful leaders

Why Do This Now, and Not Next Year?

Thank You

LETS DO iGIP With Purpose in MENA !!!

Mando

MCVP iGIP Egypt 13’14

Yehya.Mandarawy@gmail.com

Cole Wirpel

AIVP Operations 13’14

Colew@ai.aiesec.org