portfolio (english )

Project summary Project summary

JosJoséé JaspeJaspeGeomarketing and Strategic Geomarketing and Strategic Business Planning SpecialistBusiness Planning Specialist

934, Gilbert934, Gilbert--Langevin, MontrLangevin, Montrééal, QC, H2J 4G6, Canada al, QC, H2J 4G6, Canada -- (514) 948(514) 948--4055 4055 -- [email protected]@sympatico.ca

General ExperienceGeneral Experience Skilled marketing manager and consultant, with over 20 years of international experience in Brazil, Burkina Faso, Canada,

Colombia, Guatemala, Mexico, Paraguay, the United-States and, Venezuela. Demonstrated successes at designing and implementing complex strategies to increase Organization's growth and profits.

Experience with different industries, including real estate, retail, finance, geomatics, transport, environment, international trade and agribusiness.

Specific expertise in geo-marketing, project design and management, local market assessment, business modeling, relationship management, strategic planning and international marketing and trade.

Wide knowledge of planning methodologies and tools, which include MapInfo Professional (GIS), MS Project Manager, MS Office, Photoshop, Google Earth, Quark XPress, Sketch Up, and Visio.

EducationEducation Bachelor of Sciences in Agriculture (B.Sc. Agr.) McGill University, Montreal, 1986

Qualifications in agribusiness economics, plant sciences, production models, international agriculture, etc.

Master of Arts, Geomarketing - (M.A. Geography). Laval University, Quebec, 1991

Qualifications in geo-marketing, geo-spatial analysis and retail distribution channels

International Trade Specialist Diploma. Universidad de Carabobo, Venezuela. 1995

Qualifications in import-export management, commercial integration, export financing, logistics and transport

What is GeoWhat is Geo--marketing?marketing? Geo-marketing (also called marketing geography) is

a discipline within marketing which uses customer insight and market geographic information for planning and implementation of marketing strategies. Geomarketing allows one to:

Analyze and display customer data that has a geographic component (geographical intelligence).

Connects customer data and socio-economic data to that of competitors across the distribution network.

Analyze peculiarities of a chosen geographic area and incorporate them into the design of a marketing strategy (e.g: geographic barriers, distribution of ethnic groups, weather projections).

Who uses Geomarketing ? Who uses Geomarketing ? A major retailer is expanding within Canada and/or entering the US market.

He/she wonders:

What is the size of the market and what kind of growth should weexpect?

Where are the best markets and the hot spots?

How is a particular retail environment evolving?

How much should I invest in each market area?

Should I open downtown, at a shopping centre or at the big box?

A manufacturer wants to reorganize the sale force into different territories to introduce a new private label concept. He/she wonders:

What kind of customer-base will I encounter for my new private label?

What size is the market? Am I tapping it’s full potential?

What kind of growth can I expect?

Which sales person is really performing the best, considering the territory’s potential?

Main projectsMain projects

Customer: Financial Institution

Industry: Financial Services

Mandate: to elaborate and ensure the execution of “customer-centric” strategies and tactics to optimize the branch network across Canada, to improve the positioning of the corporate CIBC Brand and to enhance the overall retail customer experience, according to business objectives:

Contributes to the design and deployment of a customer-oriented roadmap for the retail branch network, by ways of specific real estate management strategies (e.g.: retail potential assessment, branch consolidation, roll-out of new visual concepts, branch size optimization per market) consistent with geography, segmentation and overall objectives in customer experience management.

Assesses customer insight, customer distribution, transactional behaviour and psychographic segmentation in over 150 markets across Canada. In high-potential markets, completes financial modeling and business cases to demonstrate project’s economic viability, retention, risks and benefits . Recommends project financing to the Board of Directors.

Approves new “customer-centric” Flagship concepts, architectural site plans of the new banking centres and visual design strategies. Ensured project follow-up during construction, from tender to opening of the new CIBC banking centre.

Results: In high potential markets, recommends the consolidation of 22 banking centers and the opening of 8 new Flagship banking centers managing and retaining $3.8 billions in funds. This represented an investment of $44.6 M; for a saving of $1.4Ma year in occupancy costs, a projected net revenue gain of $10.4M and an important improvement in the appearance of the physical branch network .

Strategic Business Management Strategic Business Management -- Retail Banking Retail Banking

Galeries MilleGaleries Mille--ÎÎles, Rosemere, Quebecles, Rosemere, Quebec

Initiative : Consolidation (3 into 1).

Total Funds Managed: over 300 M

Investment : $ 4.7 M

Opening : September 2004

Commerce Place, Vancouver, British ColumbiaCommerce Place, Vancouver, British Columbia

Initiative: Major renovation and consolidation (2 into 1)

Total Funds Managed: over $ 1.5 B

Investment: $ 9 M

Opening: October 2005

Complexe Pointe Claire, Montreal, QuebecComplexe Pointe Claire, Montreal, Quebec


Total Funds Managed: over $ 500 M



C.B. Drummondville, Drummondville, QuC.B. Drummondville, Drummondville, Quéébecbec

Initiative : Forced move (temporary premises and 2 into 1 consolidation in a new banking centre).



Opening : March 2004

Carrefour Angrignon, LaSalle, QuebecCarrefour Angrignon, LaSalle, Quebec

Initiative : Consolidation (3 into 1)



Opening : March 2004

Lacewood & Parkland, Halifax, Nova ScotiaLacewood & Parkland, Halifax, Nova Scotia




Opening : November 2005

Sherbrooke & Metcalfe, Montreal, QuebecSherbrooke & Metcalfe, Montreal, Quebec

Initiative : Consolidation (3 into 1)


Investment : $ 6 M


Normanview, Regina, SaskatchewanNormanview, Regina, Saskatchewan

Initiative : Forced move




Branch Network Management Branch Network Management –– retail bankingretail banking Client : Customer: Financial Institution


Mandate: Strategically manages the branch network (218 banking centers) and makes sure it reflects a professional corporate image at all times.

Rolls out all the visual strategy throughout the branch network, including new concepts and national programs intended to improve branding and service (e.g.: signage, merchandising, branch refurbishing, ABMs).

Prepares the annual plan for premises-related improvement and maintenance work. Managed the annual budget of over $2M and ensured proper project execution.

Marché : Canada

Strategic Planning of the ABM remote network Strategic Planning of the ABM remote network ––retail retail bankingbanking Customer: Financial Institution


Mandate: Strategic planning of the remote network of automatic banking machines (ABM). This includes market analysis, ABM financial modeling, profitability analysis and site recommendations.

Market: Canada

Results: Recommends remote ABM installation, particularly in markets impacted by the reconfiguration of the branch network. Ensures that all players have the necessary information and direction to execute projects, from the identification of sites and real estate negotiations to the installation of remote teller machines.

Business Development Plan Business Development Plan –– RetailRetail Client :Distributor of recreational vehicles from new

York State

Industry: Retail

Products: Recreational vehicles and accessories (Yamaha, Suzuki, Harley Davidson, Arctic Cat, etc.)

Mandate: Business development plan, including the analysis of the regional market area to determine geographic penetration, the identification of specific target areas offering opportunity for growth, the creation of a communication and ad strategy and the recommendations of areas of investment within the company.

Market: North-eastern United States

Results: This development plan was implemented between 2001 and 2006 and as a result, the company exceeds projected sales (over 18% growth per year in Harley Davidson products).

International Marketing Plan International Marketing Plan -- RetailRetail Client : Canadian retailer/ men’s apparel designer

Industry: Fashion

Products: Menswear

Mandate: International Marketing Plan; including the export-readiness assessment, the organisational structure and procedures manual, the identification and assessment of niche market potential, the prospection of potential market areas (South-eastern USA), the visual image, including the production of promotion tools and catalogues, and the scheduling of a deployment expansion strategy.

Markets: Canada and the United States

Results: The Company expands its international distribution network to more than 30 countries in North-America, Australia and Europe. More recently, opens its 4th Store in Canada.

Retail Marketing Plan Retail Marketing Plan -- TransportTransport Client : Venezuelan air cargo liner

Industry: Transport

Service: Air cargo

Mandate: To manage the implementation of a retail development plan for an air cargo company in Venezuela. The plan includes redefining the organizational identity, analysing customer and market data, optimizing site locations for urban reception centers and refreshing the corporate image.

Market: Venezuela

Results: Within three years, the company reaches a participation of 15 % of the market and consolidates its role as air cargo carrier, especially of perishable products (e.g.: cut flowers and fast food for Wendy’s and McDonalds). Currently, the company is well established in all the main cities of Venezuela and also serves Aruba, Bogotá, Lima and Santo Domingo.

International Marketing Plan International Marketing Plan -- TransportTransport Client : Main Shipping Port of Venezuela

Industry: Transport

Service: Maritime cargo

Mandate: to manage the establishment of a new marketing division and the development of new organisational processes for the main shipping seaport of Venezuela. Collects, integratesand maps customer data from various sources (customs, freight forward and shipping companies). Analyzes the information to establish the geographical customer distribution, studies the degree of market penetration (hinterland and voreland) and develops the international marketing plan. The plan includes identifying needs and processes in market intelligence, refreshing corporate image and targeting certain niche geographic areas offering potential or growth. It also includes specific promotion initiatives to develop a lucrative niche market in Colombia.

Markets: Venezuela and Colombia

Results: The shipping port targets certain specific geographic areas and consolidates its competitive geographic advantage to serve 65% of the Venezuelan market and parts of the Colombian territory.

Puerto CabelloPuerto Cabello

Montreal

New York

Houston

Miami

ParamariboBogotá

Rio de Janeiro

3000 km

2000 km

1000 km

Panama

International Marketing and Business DevelopmentInternational Marketing and Business Development Customer: Various

Industries: Agribusiness, Environment, Plastics, Agro-industry, Apparel, etc

Products: Various

Mandate: Assists Canadian companies in their preparation for market expansion. Works with various trade offices across Canada and overseas and assists companies to take part in international commercial missions and trade shows. This includes:

Export-readiness preparation, adaptation of promotion tools to the target projects, local languages and marketplace (e.g.: standards, packaging, labelling, etc).

Market prospecting, analyzing trade areas, identifying opportunities

Identify strategic local allies and negotiates collaboration agreements with agents and representatives to consolidate the sales force abroad.

Effectively representing organisations dealing with government officials in Canada and abroad

Markets: Canada, USA & Latin America

Results: Companies take part in commercial missions abroad as well as important trade shows (e.g.: Environmental Canada Team Mission to Mexico City, Expoagro Argentina, Rio Oil & Gas - Brazil, Americas mart Men's & Boy's Apparel in Atlanta, Magic Trade Show in Las Vegas, Americana Environmental Show in Montreal). This enables them to identify prospective representatives, distributors, customers, as well as events to be associated with in the local market.

Market Analysis and Strategic Planning Market Analysis and Strategic Planning –– DistributorDistributor

9 288Annual # of birds per farm

1 894 796Annual # of birds

204# of farm reporting

Pullets intended for laying (2006)

VANCOUVERVANCOUVER

Client : Distribution Company

Industry : Agriculture

Product : Equipment for the poultry industry

Mandate : To evaluate organisational needs and reformulate the strategy of commercial expansion. Redefines the company’s strategic vision and identity. and proposes a new customer-oriented direction for growth. This included: analyzing customer data and census figures to determine the national distribution of existing and potential customers, evaluating competitor’s position, identifying industry trends and quantifying projected sales potential. Defines strategies and tactics for the introduction, promotion and/or distribution of products in high-potential markets across the country.

Market : Canada

Result: Assists Management in the development of the roadmap to deploy the selected wholesale, retail, direct-marketing and internet strategies across Canada. Project is currently being implemented

Market Analysis and Strategic Planning Market Analysis and Strategic Planning –– DistributorDistributor Client : Distribution Company


Product : Equipment for the poultry industry

Mandate : Market Analysis and Strategic Plan, to analyze the market potential offered to the Ecodrum composter in the Province of Quebec, with emphasis in use for animal mortality management, as prescribed by the manufacturer. This market analysis is necessary to better understand all market variables touching the industry and the product.

Market : Quebec

Result: The company is implementing a strategy specifically designed to introduce the Ecodrum and reach the right customer in the best potential markets.

50 km50 km

100 km100 km

Image and marketing Plan Image and marketing Plan -- Manufacturing Manufacturing Client : Plastics Manufacturing Company


Product: Equipment for the agricultural industry (Composters for hog, poultry, dairy and organic industry).

Mandate : Branding and Marketing Plan, to assist a manufacturer of equipment for the agricultural industry to set up distribution and position product across North-America. Analyzes product market potential, and implemented a marketing plan to pioneer the product in the market which included product image, promotion tools, participation at agricultural trade shows and negotiation of distribution agreements. Project developed in partnership with Byron Irwin.

Market : USA and Canada

Results: sets up wholesale distribution across North American in less than two years, and as a result the company has a stable manufacturing environment with sales of over $1M.

ExportExport--readiness diagnostic readiness diagnostic –– AgroAgro--industryindustry Client: Association of Co-operatives of transformation of fruit

and vegetables from Burkina Faso

Industry: Agro-industry

Mandate: to complete the export-readiness diagnosis for a conglomerate of fruit and vegetables transformation coop in Burkina Faso.

Market: North America

Result: Evaluates the preparation of the co-operative for exports, according to its resources, its competitiveness and itsexpectations. Makes recommendations concerning the necessary preparation, capital investment and areas of development to competitively position its products in the North-American marketplace.

Evaluation of Production PotentialEvaluation of Production Potential -- HorticultureHorticulture Client: UPADI and Government of Guatemala

(Program for the development of non-traditional exports).

Industry: Agriculture

Products: Ornamental plants and cut flowers

Mandate: Evaluation of Production Potential; to determine the best production areas, quantifying production potential, and evaluating the socio-economic impact and the production costs of five ornamental crops (Anthurium, Cactacea, Orchidaceous, Hibiscus, Chamaedorea) across various climatic zones of Guatemala.

Markets: Guatemala, North America

Results: proposes a business model indicating the potential offered by the selected ornamental crops to the different stakeholders and provides recommendations for investment and future crop production for export markets.

International Marketing Plan International Marketing Plan -- ManufacturingManufacturing Client: Metal Fabricating Manufacturer


Mandate: International Marketing Plan, to develop new opportunities in the agricultural market, in a context of rapid market turn down Project developed in partnership with Byron Irwin.

Products: cattle equipment

Markets: Western Canada and Western USA

Result: After evaluating product offer in the agricultural industry for different lines, develops and markets a product line. Brands products, creates and implements specific entry strategies and established retail distribution though over 360 retail points in Alberta, Saskatchewan, Manitoba, North Dakota and Montana. As a result, the company experiences a steady growth in sales (up to 1 million dollar by the 2nd year).

International Marketing Plan International Marketing Plan -- ManufacturingManufacturing Client: Plastic Metal Fabricating Manufacturer


Mandate: International Marketing Plan; including export-readiness evaluation of current lines, the development of new, more adapted products, the production of promotion tools and the establishment of retail distribution throughout North America. Putts in place a basic quality control program on lean manufacturing, introduces new packaging and labeling standards with proper UPC coded for the farm retail market, and establishes proper retail distribution. Project developed inpartnership with Byron Irwin.

Market: North America

Result: The final result is a 300% increase in product sales to was a increase in sales of 2.5 million in a two year period.

International Marketing Plan International Marketing Plan -- ManufacturingManufacturing Client: Manufacturer of agricultural equipment.


Products: Ditching equipment line.

Mandate: International Marketing Plan; including the production of promotion tools and the establishment of wholesale distribution across North America. Project developed in partnership with Byron Irwin.

Markets: USA and Canada

Results: The Company established new distribution channels for their products throughout Midwestern USA. As a result, sales increased in close to a 100% in two years.

International Marketing International Marketing -- GeomaticsGeomatics Client : Canadian developer

Industry: Geomatics

Products: Geographic Information System with applications to territorial management and farm planning.

Mandate: International marketing. Responsible for identifying international business opportunities in geomatics, evaluating project needs, developing prototype content, evaluating promotion tools and adapting them to the target projects and markets, preparing participation at international missions and trade shows, identifying strategic allies and negotiating collaboration agreements with agents and representatives abroad.

Markets: Venezuela and Paraguay

Results: Positions the technology and services of the company to project managers and decision-makers (World Bank and government officials in Paraguay and Venezuela) prior to pre-qualification. Establishes positive relationships with commercial delegates and other Canadian government officials abroad.

Business Prospecting Business Prospecting -- Information TechnologyInformation Technology Client : Canadian developer, in association with the Center

for Information Technology Innovation

Industry: Information Technology and Environment

Products: Shoreline Cleanup Expert System (Shoreclean).

Mandate: International Prospecting. Responsible for representing the company at international missions and trade shows, adapting promotion tools to the target markets, evaluating potential international business opportunities in information technology and negotiating collaboration agreements with local representatives.

Markets: Venezuela and Brazil

Results: Positions the technology to decision-makers (Ministry of Environment officials and Oils Companies in Brazil and Venezuela). Establishes representation with local vendors already working with potential clients and positive relationships with Canadian government officials abroad.

International Marketing International Marketing -- Information TechnologyInformation Technology Client : Canadian environmental consulting company

Industry: Information Technology & Environment

Products: Expert Systems with environmental assessment applications (Environmental Auditor & Environmental Data Manager)

Mandate: International marketing. identify potential business development opportunities. Designs promotion tools, prospects potential clients, negotiates collaboration agreements with strategic allies and coordinates the logistics inherent to international missions and trade shows.

Markets: Venezuela and Mexico

Results: Set up national distribution in both markets and establishes positive relationships with commercial delegates and other Canadian government officials abroad.

portfolio (english )

Documents

customer distribution

customer experience

international marketing

kind of customer

customer insight

execution of customer

marketing geography

retail branch network