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From a one- woman-and-a-dog operation to a global intelligence partner Marjukka Nyberg 5.3.2015

Me...

• Member of Board, M-Brain Oy 2012- • Founder and CEO, M-Brain Oy 1999-2012 • Managing Director, Hill and Knowlton

Germany 1996-97 • Managing Director, Hill and Knowlton

Finland 1990-95. • Founder and CEO of Extern, later Hill and

Knowlton Finland/Nordic (1975-89)

• Master’s degrees in communications and applied psychology from the University of Helsinki.

• Working on my doctoral thesis at LUT, focusing on the impact of excellent BI and corporate communications on a company’s immaterial capital

• Chairman of the Board of The Society for Finnish Information Specialists 2013-

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The M-Brain Era

Founded M-Brain 1999 as a working team focused on media measurement and analysis. Present business since 2002: The first media intelligence firm specialized in digital media

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Continuous growth from 2002

Distribution of ownership:

institutional investors join 2007

and 2010

Presently the entire family is

involved in the business

Half-retired since 2012

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The Need for More Relevant Information

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Stored data grows 28 % pa Data analysis only grows by 5,7 % pa.

Challenge 1: Data overload => Not enough knowledge / understanding

Challenge 2: Closed-loop

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External

Internal

Competitors Customers Market developments Growth opportunities Potential risks

Financial reporting Sales reporting Employee satisfaction R&D progress reports

92 %

8 %

Only 8 % of decisions are based on relevant external data BECAUSE IT IS NOT AVAILABLE IN THE COMPANY

Challenge 3: Stuck in the past

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Internal reports tell you what has worked and what has not worked but they do not tell you what you should do right now, least of all what you should do tomorrow.

Challenge 4: Information in silos

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Information, experience, knowledge, everything in a modern company tends to be in SILOS – hard to access, hard to even know what already exists.

Challenge 5: Too much information, not enough knowledge

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Source: Global Market Intelligence Survey 2013

of organizations struggle to make sense of all the information they have 58%

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Competitors

Media

Legal & Regulatory

Customers

Risks

Market developments

Companies Worry About…

Media Social media

Reputation

Suppliers

Marketing and sales opportunity for M-Brain

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How Can We at M-Brain Help You?

We offer relevant, timely external intelligence that helps make the right decisions, efficiently. We call it

Informed Leadership

Mission Statement

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M-Brain is a global information, technology and consulting services company. We help our clients to navigate the turbulent and ever expanding business environment. We offer them crucial external business information and advise in its efficient management and utilization. We turn information into actionable insights for daily decision making and strategic planning. We call it Informed Leadership

Vision Statement

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Managing with information has become critical in strategic planning and creating value for a company. At M-Brain we want to be globally renowned for improving our clients’ performance and the preferred global partner for organizations striving to succeed in a world ruled by information.

We Help Business Leaders…

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…stay aware of all developments in their business environment

…understand what these developments mean for them

…decide on their optimal strategy for success

Over 1500 Clients Around the World

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We cover 3 million social media platforms, 100 000 news outlets in 71 languages in 236 regions and deliver the intelligence via our user friendly solutions

400 professionals around the globe conducting thousands of industry reports annually

20 years of advising over 100 global companies in intelligence best practices

Short History of Our Internationalization

• 2005-07 our first overseas office in Stockholm • 2011 our second overseas office in Mannheim (Germany) • 2012 industry monitoring and business intelligence provider Esmerk

Oy became part of M-Brain Group – additional offices in St. Petersburg, Paris, Reading (UK), Kuala Lumpur

• 2014 M-Brain acquired market intelligence company Global Intelligence Alliance Group (GIA), expanding its global reach to the Americas as well as strengthening its foothold in Asia – new offices in Shanghai, Singapore, Toronto, New York, Sao Paulo

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Challenges of Internationalization

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1. Financing: everything costs! 2. Branding: global brand launch needs funds, competence,

resources, time! 3. Recruiting: it is hard to build up a world class team! 4. Leading sales: controlling, motivating and understanding sales

staff in various cultural surroundings is a hard task! 5. Engaging people behind a joint strategy: harmonizing local

corporate cultures and overcoming resistance without loosing people’s motivation!

6. Understanding foreign customers: listen to your local people! 7. Management in general: geographical distance makes it harder!

Lessons Learned: M-Brain

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1. Do your pre-work properly 2. Utilize market intelligence 3. Reserve enough management time 4. Listen to your local organizations, but be persistent with the

strategic choices you have made 5. Communicate, communicate and communicate… 6. Be realistic, accept when it is time to withdraw 7. Local markets are very different, identify your strengths and

weaknesses in each country 8. You may need a different strategy for different markets