Creating an International Community

Why and How AWWA Decided to Open and Office in IndiaBy

David LaFrance, AWWA Gaurav Sood, AWWAIndia

AWWA Faced a Saturated Market0.528 Billion Population

$17 Trillion GDP

HSBC Report:Global market will increase 2-3% per yearover next 4 decades AND emerging markets will contribute twice as much as developed economies.

7%

24%

7.106 Billion Population

$72 Trillion GDP

AWWA’s Reach Beyond North America

AWWA’s Reach Beyond North America

International Members

Members = 1,069Countries = 91

ACE16 Attendees = 442 from 52 countries

ACE Announcement = 5 Languages

Initial Strategy Purpose

Focus AWWA’s international efforts on countries with demonstrated demand for AWWA offerings by leveraging the synergy between AWWA staff and the

volunteer International Council

FOCUS

• Countries with Proven Demand• Publication Sales

• Membership

• ACE Attendance

• ACE Exhibits

• Countries with Capability & Capacity• AFFORDABILITY--GDP/Capita

• PUBLIC HEALTH NEEDS--Human Development Index (HDI)

• PROTECTION--Rule of Law Index (RLI)

• ENTRY--Global Competitive Index (GCI)

Australia

Japan

UK

Korea

Germany

Singapore

India

Seven “Tier 1” Countries

AWWAIndia

A Better India Through Better Water

AWWAIndia – Goals &

Objectives

• Market Visibility

• Thought Leadership

• Product Sales

• Revenue

Approach

Awareness

Engagement

Purchase

Behind the Scenes • Developed AWWAIndia Business

Plan – Q2 2014

• Establishment of AWWAIndiaStrategic Board

• Introduced AWWAIndia – Q1 2015

• Contract with MCI for India Office – March 2015

• Established AWWAIndia Office in Mumbai – July 2015

• Staff & Board Orientation

Building Awareness: AWWAIndia Website

Building Awareness: EDM Campaign CalendarMonths Oct'15 Dec'15 Jan'16 Feb'16 Mar'16 Apr'16 May'16

Date 5 20 26 30 23 15 20 22 25 16 23 25 26 9 15 22 23 31 5 6 8 19 26 12 24 31

eDM

no.

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101112

Building Awareness:

Print Collaterals

Awareness & Building Engagement

• Investigative Trips With Workshops

• AWWAIndia Office Launch Event

• Engage and Support other Associations

• Presidential Tours and Workshops

• Promotional Booths at Industry Events

• History of Chlorination in America

• Sharing Case Studies and Best Practices

• Round Table Discussions

• Getting Featured in Trade Publications

AWWAIndia Growth Story

130% Growth in Individual

Membership (200 members from 87

members)

300% Growth in Service Providers Membership (3

service providers from 0)

100% Growth in Utility

Membership (1 Utility from 0)

NEXT STEPS

• Re-evaluate focus countries – Q3 2016

• Update membership and training goals – Q3 2016

• Develop AWWAIndia Training Calendar – Q4 2016

• Launch India Specific E-Newsletter – Q1 2017

• AWWA session at IWWA conference – Q1 2017

• Expand international footprint at ACE – Q2 2017

• AWWAIndia Conference – Q4 2017

Thank you