Implementing Successful Partnerships When Entering a New Market

Gina van Dijk

Deputy DirectorMCI Brazil

July 2012

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In partnership with

Agenda

Who Am I?

Expansion into un(der) explored Markets?

Why Partner?

Considerations

Partnership Types

Partnership Models

Case Study

Recommendations

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Who am I – Gina van Dijk

Based in Rio de Janeiro, Brazil

Over 11 years working experience in Brazil & Latin America and 8 years working experience in Europe, mainly with not for profit organizations.

Strength in relationship building for clients

Provide advisory and implementation support to international associations growing in Brazil & Latin America

Spearheaded market research projects to assess potential and devise strategy for associations entering the Brazilian & Latin American market

Successfully built partnerships for associations and corporations throughout the regions with help of adapted product design

Expansion into un(der) explored markets?

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Brazil - Growing Middle Class

Global Middle Class :31% population in 2030

Between ´04 – ´10: 32 million people reached middle classes +

Brazilian Middle Class: 54% of population (´10)

Forecasted growth: 4% per year

Increase consumption per capita: 47% (from ´11 – ´20)

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Household income/ classDivision of Income Classes in Brazil

Education

Culture of continuous education

68% of young population have studied more than their parents

Education as differentiator in highly competitive market

Annual spend on education: 17,3% (rank: 3)

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Budget elements of Middle Class Budgets

Food

Other Expenses

Food

Education

Housing

Healthcare

ClothingTransp

Why Partner?

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Case Study – Finance Sector

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Within 15 months:

• Access to distribution channel of 500.000+ professionals and companies

• Endorsement of US based certification program for Brazilian CEU credits

Case Study – Your Organization

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What does success look like

for

your organization?

Considerations

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Partners

Scalable approach

to growth 12

Considerations

Considerations for sustainable partnerships

What does success look like?

Vision & Strategic Intentions

Strategic Issues

Previous (un)successful experiences

Desired Outcome

Considerations for sustainable partnerships

Market Knowledge & Environmental Trends

Local market sophistication

Supply & demand for training & development

Ease of doing business

Current positioning and perception of your organization

Measure the profession/industry

Contrasting data from other countries: relative strength/weakness

Considerations for sustainable partnerships

Competitive SWOT Analysis

Identify & rank competitors (products & membership)

Government intentions on adoption of new standards

Competitive analysis of industry/ProfessionProfiling of key players offering products/services (including unorthodox partners)

Current overall market & forecasted growth rate

Preferred methods & approx. market share for each

Portfolio of products/services

Body of knowledge covered

Market share/size

Member/customer segments by category

Existing (inter)national partnerships

Interview of in-country membership/customer base

Develop competitor matrix & SWOT analysis

Partner Types

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Considerations for sustainable partnerships

Partner Prospect Evaluation

Desired business strategy?

Required Core competencies

Shared Objectives

Type of Partner

Type of Partner

Government

Financial Sponsors

Business Service Providers

Universities

Content Providers

Multipliers

Partnership Models

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Considerations for sustainable partnerships

Partner Prospect Evaluation /2

Develop Partner Profile & Scoring

Market Segmentation

Market Access

Product/Channel Coverage & Reach

Demand build

Operational Management

Partners

Distribution Channel

Marcom Projection

Resources

Influence Depth

Local/Regional Partnerships

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NAT.SOC.

GOVT FIN. SPONS.

BUSSSERVICEPROVIDERS

UNIV CONTENT PROV.

MULTIPLIERS

Market Knowledge

x x x x

Market Access x x xManagement x xInfrastructure xCompetence x x xCommitment x x xPolitics xCulture x xScalability x x xEndorsement xMultipliers x x x

Case Study

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Case Study – Health Care Industry

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o Opportunity:• Taking “Highlights” to Brazil/Latin America

o Solution:• Overall strategic guidance for adaptation

into Latin America

• Partnership development support and local host society relations

• Identify, developed and strengthen alliances with other Latin American Societies in line with society´s

• Oversaw logistics by the local host society for brand and quality conformity

• Event budget consultation

• Marketing (including review and adoption of materials and coordination of translation materials

• Continuity of Highlights in Latin America –post meeting

o Results:

• Over 750+ attended from Latin America, the United States, Europe

• Highlights in Latin America sold out 1 month before the event - two consecutive years

• Positioned as key event within Latin American region

• Positive bottom line (as of year 1)

• Continuous expansion of regional partnerships (11)

• Highlights hosted in Brazil (3 editions), Uruguay (1 edition), next edition in Chile

• Highlights replicated in Asia with over 850 participants from 10 partner societies

• Latin American membership growth due to increased activity

• Strengthened partnerships amongst LA associations

• Physicians feel they are able to provide better patient care

• Enhancements to LA program are implemented in events in Asia and North America

Recommendations

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Be clear on your objectives

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What does success look like

for

your organization?

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Recommendation

Contact Information

About This Presentation

Gina van Dijk

gina.vandijk@mci-group.com