3. Agenda
Who Am I?
Expansion into un(der) explored Markets?
Why Partner?
Considerations
Partnership Types
Partnership Models
Case Study
Recommendations
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4. 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
6. Brazil - Growing Middle Class
Global Middle Class
:31% population in
2030
Between ´04 – ´10: 32
Division of Income Classes in Brazil Household income/ class 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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7. Education
Culture of
continuous
education
68% of young
population have
studied more than
their parents
Education as
differentiator in Budget elements of Middle Class Budgets
highly competitive
market
Transp
Annual spend on Clothing
Food
Food
education: 17,3% Healthcare
(rank: 3) Housing
Other Expenses
Education
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9. Case Study – Finance Sector
Within 15 months:
• Access to distribution channel of 500.000+ professionals
and companies
• Endorsement of US based certification program for
Brazilian CEU credits
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10. Case Study – Your Organization
What does success look like
for
your organization?
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11. Considerations
MCI GrowGlobally.org Webinar Series 2011 11
13. Considerations for sustainable partnerships
What does success look like?
Vision & Strategic Intentions
Strategic Issues
Previous (un)successful experiences
Desired Outcome
14. 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
15. Considerations for sustainable partnerships
Competitive SWOT Analysis
Identify & rank competitors (products & membership)
Government intentions on adoption of new standards
Competitive analysis of industry/Profession
Profiling 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
17. 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
20. Local/Regional Partnerships
NAT. GOVT FIN. BUSS UNIV CONTENT MULTIPL
SOC. SPONS. SERVICEP PROV. IERS
ROVIDERS
Market x x x x
Knowledge
Market Access x x x
Management x x
Infrastructure x
Competence x x x
Commitment x x x
Politics x
Culture x x
Scalability x x x
Endorsement x
Multipliers x x x
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21. Case Study
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22. Case Study – Health Care Industry
o Opportunity: o Results:
• Taking “Highlights” to Brazil/Latin America • Over 750+ attended from Latin America, the
United States, Europe
o Solution:
• Highlights in Latin America sold out 1 month
• Overall strategic guidance for adaptation before the event - two consecutive years
into Latin America
• Positioned as key event within Latin
• Partnership development support and local American region
host society relations
• Positive bottom line (as of year 1)
• Identify, developed and strengthen alliances
with other Latin American Societies in line with • Continuous expansion of regional
society´s partnerships (11)
• Oversaw logistics by the local host society • Highlights hosted in Brazil (3 editions),
for brand and quality conformity Uruguay (1 edition), next edition in Chile
• Event budget consultation • Highlights replicated in Asia with over 850
participants from 10 partner societies
• Marketing (including review and adoption of
materials and coordination of translation • Latin American membership growth due to
materials increased activity
• Continuity of Highlights in Latin America – • Strengthened partnerships amongst LA
post meeting associations
• Physicians feel they are able to provide better
patient care
• Enhancements to LA program are
implemented in events in Asia and North
America
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