make it happen full version
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ITMake Happen
Why IT and not … ?
Why IT?
It has become appallingly obvious that our technology has exceeded our humanity. ~Albert Einstein
Computing is not about computers any more. It is about living. ~Nicholas Negroponte
OrganisationsLooking for talents familiar with the most cutting edge technologies
Young PeopleLooking for places where they can put their knowledge into action before start working.
IT integral part of future business leaders!
IT in numbers
2009 - 2010 2010 - 2011 2011 - 2012 2012 - 20130
1000
2000
3000
4000
5000
6000
7000
8000
517807
10951600
4031
48025031
7000
ITGIP
40%
46%35
%
5%
1/4
The How of IT…
SegmentMarket
Supporting Product
Right Channel
Intensive Quality Sales
S&D base Delivery
Up-sell in the
segments
Right People Right Time
Tracking & Evaluation Method
Clarification:
If we want to grow IT we need to understand
IT!
Why?1. It’s like speaking the same language with
someone. It doesn’t matter the topic, if you agree or disagree, but it’s basic to make a conversation and make a deal.
2. Because of the profile of the people we need to “deal” with. (students/companies)Tech People are because of their studies tend to o Be really practicalo Challenge almost everything, difficult to take something for granted
3. Has significant impact in selling and delivery process
3. ImpactImagine… without having “IT understanding”• Try to convince an organisation to invest money on
a AIESEC IT internship.• Try to convince a IT student to choose AIESEC for
his/her practical internship• Try to manage your supplier for IT talents
3 possible options• Don’t succeed• Succeed but set wrong expectations• Succeed by lack
How to improve
IT understandingin my organization?
we need to know• Your Current State• Need to know the profile of your membership• Need to know your alumni and partners
Current State?
• How many sellers from the IT ICX project have IT background?
• How many IT students did you recruit in this recruitment (TMP)?
• How many of your IT sellers (ICX.OGX) feel comfortable to discuss an IT related topic?
How?
Pioneers
Champions1. Have constant
interaction about IT trends updates
2. Create together national IT education cycle
3. Ask from professors to train you
Create FB/Linkedin groups with your Technical members- Create content for
education- Interact with non
AIESEC IT Students
1. Recruit your friendReward, GIP internship 20% off2. On going opportunity to join AIESEC
1. Talk about AIESEC to IT students
2. Create testimonials3. Shoot Videos and
promote them4. Press release
IT Education cyclesRecruit Technical People
Current members
with Technical
background
Use champions
in companies/ University,
alumni
Market Segmentatio
n
Common Need!
Need for the same kind of TALENT!IT
IT SegmentationWe chose as elements of our segmentation the• Product that the organisation sell to the
market• Size of the organization
Telecommunications
Web Services
Web Apps
Mobile Apps
Games
User AppsWeb Hosting
IT
Networking
Server Apps
Embedded Apps
Desktop Apps
TelecommunicationsAn organization that provides voice or data transmission services.A company that specializes in making carrier-class hardware and software, such as Alcatel Lucent, Nortel Networks etc
Telecommunications
Web App/Services• A company that provides software running on the
application level of the Internet.• [web app] Create applications that run in our web
browsers (Chrome, Opera, Safari etc)• [web service] Provide resources to other
applications ( search, computations etc)Examples: • TCS – myaiesec.net• Google – Google apps (mail, calendar etc)• “Log in with FB account”
Web Apps
Web Hosting/Cloud• Web hosts are companies that provide space on
a physical or virtual server owned or leased for use by clients.
• Mainly big and some times medium size companies
Examples:• Amazon – AWS cloud• Site5 - Hosting products• TCL – hosting of myaiesec.net
Web Hosting
Embedded Applications• A company that focuses on implementation of
embedded software.
Example:• Apps running on a car• Apps running in a production line
Embedded apps
Mobile Applications• A company that is focusing on the creation of
apps running on smart phones.• Mainly start ups.
Examples:• Google maps mobile• Facebook mobile apps
Mobile Apps
GamesGames
• A company that is developing graphically demanding computer games.
Examples:• EA games – FIFA • Nintendo – super mario• Rockstar – GTA San Andreas
Mobile GamesGames
• A company that is developing games designed for smart phones
• Lower graphic demands
Examples:• Rovio – Angry Birds
User Applications• Company that focuses on development of locally
running desktop apps.
Examples:• Microsoft – Microsoft office• ESET – Nod 32 Antivirus• Mindjet – Mind manager
User Apps
Keep in mind that…
1. Business to Business (B2B)2. Business to Customer(B2C)
You can always segment your IT market in terms of:
2. B2C
AI Office - Internet Provider Company 1. Business Model is to increase sales, revenue, make
company bigger 2. Most of the employees are doing marketing and
sales3. Only a small percentage is doing IT
1. B2B
TATA- Outsourcing IT company1. Specific partners - Project Based revenues2. Deliver more to their partners = more revenue3. Need to hire people all the time – project needs4. Short term and specific demands5. Most of the people work in IT and only few people in
Marketing and sales
Student• We follow the same logic for the OGX side of IT• We define segments and then the strongest
characteristics of this segment• Be careful! Segments can be not only your
faculties but also other like:o Alumni Association of your Unio Youth Organisations in your Unio Other organizations OUTside of your Uni
Watch this GCP from Colombia
• Click HERE
Product
Sub Product Matrix
IT profile A
Mobile Apps User Apps Mobile Games
IT profile C
IT profile B
Products
MarketSegments
IT Product
Not many Small Medium size Companies in this category
Market Segment Top Profile needed (Must to have)
TelecommunicationsBackgroundNetwork Management & Data TransmissionSoftware Development and ProgrammingSystems Analysis and DesignMobile TechnologySkillsUNIX/Linux OSTCP/IPLAN (local area network)SQLHTML
IT ProductMarket Segment Top Profile needed (Must to have)
Web App/Services Development
BackgroundWeb Development and ManagementDatabase ManagementSoftware Development and ProgrammingSkillsSQLPHPMySQLCSSUnix/Linux
Size of the company influences the requirements Small <10 /Startups• Ruby (on rails)• PHPBig > 50• Java• C#
IT ProductMarket Segment Top Profile needed (Must to have)
Mobile Applications (Big)
(Similar to User Apps)
BackgroundMobile ApplicationsMobile TechnologySoftware Development and ProgrammingSkillsC#C++JavaUnix / Linux
Mobile Applications (Small)
BackgroundMobile ApplicationsMobile TechnologySoftware Development and ProgrammingSkills
SQL
PHP
MySQL
CSS
IT Product
• Gaming is a challenging segment to focus (3D requirements)
• Normal Games usually are created by big size companies• SMEs & Start Ups more mobile games• Mobile gaming is opportunity – No 3D requirements
Market Segment Top Profile needed (Must to have)
Gaming
BackgroundSoftware Development and Programming(Artificial Intelligence)(Systems Analysis and Design)
SkillsCC++JavaUNIX/Linux OS
IT Product
Market Segment Top Profile needed (Must to have)
Mobile Gaming
BackgroundMobile ApplicationsMobile TechnologySoftware Development and Programming(Artificial Intelligence)(Systems Analysis and Design)SkillsEclipseUNIX/Linux OSHTMLCSSJava
IT Product
Market Segment Top Profile needed (Must to have)
User Apps
BackgroundGlobal InternshipSoftware Development and ProgrammingSystems Analysis and DesignSkillsC#JavaC++EclipseUNIX/Linux OS
EP side
IT Product
Market Segment Top Profile needed (Must to have)
Youth Technical Organisation (a)
BackgroundSoftware Development and ProgrammingSystems Analysis and DesignSkillsC#JavaCPHP
IT Product
Market Segment Top Profile needed (Must to have)
Alumni Association of Faculty (b)
BackgroundSoftware Development and ProgrammingDatabase ManagementMobile ApplicationsSkillsCSSXMLRuby on railsPHPC++
IT Product
Market Segment Top Profile needed (Must to have)
Faculty (c).
BackgroundSoftware Development and ProgrammingArtificial IntelligenceSystems Analysis and Design
SkillsCSSEclipseC++C#
Channels
In order to define strong marketing channels it’s important to know really well your Market segment = “Target”
Target• To whom the product will be delivered? (student of
4th year, Electrical Engineers, mobile app startup)
Answer the questions• What profiles will be interested in the product/
benefits you are promoting?• Is the target market fit with the profile that you
communicate online?• How did you chose this market segment? Have you
done any market research about interests etc?
Target
How to define the Target?
• You need to know demographic characteristicsStudento Studies o AgeOrganizationo Employeeso Profitability
• Define customer profile Studento Attitudeso InterestsOrganizationo Culture
• Need of extended external market research
Channel• With what channels your target will be
approached? (on line, classroom presentation etc)• New or current ?• Be innovative! Do not use only current channels
(e.g use people, like professors, young opinion leaders)
• In which way your target is getting information?• What channels do they trust?• Are they active in the channels you use? How
much?
Channel
ChannelPush Push - Pull StrategyIn the classic marketing formula, the emphasis was on promotion – pushing your message out to the world at large.
Activities • cold calling, • unsolicited mail or email, • paid advertising (online and off), • promotional events like trade shows, • and some forms of PR, like blasting out press releases
ChannelPush Push - Pull Strategybuilding affinity and connections. attract clients in your niche,
Activities • develop referral partnerships, • become visible at networking events, • get booked as a public speaker, • have articles published,• land media interviews,• build a content-rich website.
You'll find it much easier to make a sale when clients contact you as the result of hearing about you from someone else, or after sampling your expertise for free.
Alliances
• University Serviceso Partnership Management o Mass access to studentso Targeted access based on your opportunities
• Uni Management / Professorso Partnership Management o Clear Benefitso Start small – scale up slowlyo Build reputationo Access to top students
Pull
Push
Alliances• Work with Relevant Organisations
o External environment are not only our universities
o Search Based on your top profiles o Associations/ Institutionso Access to massive amount of people
Exampleso Organisations of (youth) Unemploymento Organizations of professional orientationo Volunteer programs – Young people apply to
live international experiences
Pull
Youth Alliances• Work with Youth Organisations
o Search the top youth organisations in your universities
o Focus based on sub producto Product Development together – W2Wo Support directly your LCs to build partnershipo Pilot it with 1-2 LCs
Pull
Message• Defines how the communication of the product will
be done to the target.• Here you develop customized campaign message• Here we are developing visuals (images, colors etc)• Be innovative! It can also be testimonials, slogans.
• What parts of your product are the most attractive?• What is the core value proposition you are
presenting?
Message
Message• Only Technical Skills are not enough!• People skills are required for your career
evolution• Get international experience
simple ways to find IT companies
• Ask your current TN Takers to which companies they are outsourcing?o Take testimonials of your partnershipo Take relevant contact (position, connection with TN taker etc)
• They recruit in Linked in – find themo They are looking massively for IT talents and Linked in it he
main platform they do thato Create an account in Linked, Not simply AIESEC, but more IT
orientedo Become member in relevant Technical groups
• Chambers in your cityo Specifically find Technical Chambers in your city o Approach them from the MC, not LC!
Supply Management
Source of information:
•Past: What was our success before? (DAAL)--capacity•Current: What is available now? (AFT, myaiesec.net)--reality•Future: What is the potential trend? (Sub product forecast – GIP Survey)--opportunity
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EP TN
Map our supply needed in the segments
*AFT November
Connect with Supplier• Cleaned in advance from AI so you can search
easierTN Exchange Type Global InternshipTN Workfield - Information Technology Information TechnologyTN Skills - UNIX/Linux OS UNIX/Linux OSTN Skills - TCP/IP TCP/IPTN Skills - LAN (local area network) LAN (local area network)TN Skills - SQL SQLTN Skills - HTML HTML
Row Labels Count of TN CodeAustria 2Canada 1Czech republic 1Estonia 1Hong kong 1Japan 1Tunisia 1Turkey 1Grand Total 9
Exchange Type Global InternshipEP Backgrounds (Academic) - Network Management & Data TransmissionNetwork Management & Data TransmissionEP Backgrounds (Academic) - Software Development and ProgrammingSoftware Development and ProgrammingEP Backgrounds (Academic) - Systems Analysis and Design (All)EP Backgrounds (Work) - Mobile Technology (All)EP Skills - UNIX/Linux OS UNIX/Linux OSEP Skills - TCP/IP TCP/IPEP Skills - LAN (local area network) LAN (local area network)EP Skills - SQL SQLEP Skills - HTML HTML
Row Labels Count of EP IDAfrica 1Australia 1Botswana 1Brazil 1Cas - costa rica 1Colombia 1Denmark 1Egypt 1Finland 2Greece 2India 5Ireland 1Japan 1Jordan 1Kenya 1Mauritius 1Middle east and north africa 1Pakistan 1Poland 1Spain 1Sweden 1Tanzania 2The netherlands 1Tunisia 3Turkey 4Uganda 2Grand Total 39
Align your sub product supplyGIP Survey!
5. Supply Management• Partnership with entities that are focusing on
market segments that responds to your supply and timeline
• Create together a top profile• Start with a small number of realizations, short
period of time• Track the cooperation and evolve it (more people-
more backgrounds)
Get technical people to help you!
DO not do it ALONE!!!
Let’s make IT happen!