This document provides an overview of opportunities in Poland and Ukraine for the IT services company KMD. It discusses KMD Poland's establishment and growth in Warsaw since 2014, with over 275 employees currently. Key points included choosing Warsaw for its educated workforce and proximity to Denmark. Challenges of working cross-border like communication and holidays are addressed. Poland and Ukraine are evaluated on factors like legal environment, skills, and costs. Poland is recommended for large projects while Ukraine remains good for outsourcing. The presentation ends with pictures showing KMD Poland's office development and culture.

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KMD POLAND…
1
Market opportunities in
Poland and Ukraine
February 8th 2017

2. Agenda:
 Who am Jens Brinksten?
 KMD Poland Sp. z o.o.
 Why Poland - Warsaw?
 Culture / local challenges…
 KMD Poland’s journey…
 Poland, Ukraine and Denmark, my personal evaluation…
 KMD Poland’s journey in pictures…
 Q/A

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WHO AM JENS BRINKSTEN?
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 Hold an E-MBA and HD-R from CBS.
 CEO for KMD Poland Sp. z o.o. since December 2014
 Earlier I have been Head (SVP) of SGS in SimCorp A/S and CEO for
SimCorp Ukraine LLC, CEO for ScriptServer AB and CEO for Refugees
United among others.
 I have also been MD/CEO for Ernst & Young in Uzbekistan, Director for
KPMG’s Consultancy & Financial Advisory Service in Central Asia and CEO
for EBRD’s Post-privatization Fund in Uzbekistan.
 During the last 27 years I have worked in more than 20 countries and
started companies/organizations up in 16 countries, mainly in East and
Central Europa, Central Asia and Africa.
 I have worked primarily with Globalization, Internationalization and
Privatization since 1989.
 I have taught in several Universities around the Globe and advised a
number of larger international companies in Sourcing and Globalization.

4. ©KMD©KMD
KMD POLAND SP. Z O.O.
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 KMD Poland Sp. z o.o. is a 100% own subsidiary of KMD A/S in Denmark
 KMD Poland’s history is short (established December 2014) – and the
company develops every day
 We are currently around +275 people (+50 in the pipeline) on our location
in Warsaw and our people work on +40 projects in close cooperation with
Danish teams from KMD A/S, (we have currently 376 work spaces in the
office and will extend it to 458 work spaces during 2017)
 Every month KMD Poland welcomes new talented consultants, and it is
expected, that KMD Poland will have +400 people operating by the end of
2017
 KMD Poland works on a wide range of projects and technologies to both
public and private sector in Denmark, so KMD Poland has become a key
element in the future development of KMD Group

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KMW ORGANISATION PRIMO 2017
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KMW CEO
Software Center
R&D AMS TSA
Support Service
Center
KMD Finance KMD Operation KMD QIS
Edlund/BanqSoft
Edlund WAW
BanqSoft WAW
KMW Finance KMW HR
KMW Adm.
Nearshore
Management
Team
Operational
Departments
KMW
Management
KMW Middle
Managers
TL/Team members/
employees

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WHY POLAND?
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Why is Poland interesting in the long run:
 Population: 38,5 m in Poland (around 20,0 m live outside Poland) and
Poland is the closest neighbor south east of Denmark, member of EU and
under the EU legislation e.g. in regard to Personal Data
 Capital: Warsaw with 1,7 m residents (“Greater Warsaw” around 4 m)
 Around 70.000 IT students on tertiary educations (OECD) one of the most
prestigious educations today in Poland
 Between 14. to 15.000 IT graduates per year (OECD), 10 – 15% women
 17% of the population over 13 years have a tertiary education (national
statistics), 90% of Poland’s youths complete at least 2nd education and 50%
of them an academic degree
 No. 1 among OECD and G20 countries in % of today’s young population
expected to complete a university degree during their lifetime (OECD)
 For 24 consecutive years a constant growth in GDP and is the eighth-largest
economy in European Union today (OECD), and a very stabile economy…

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POLAND TODAY…
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Why Warsaw:
There are some basic advantages with being in Warsaw, even though Warsaw is
factually one of the most expensive locations to be based in, in Poland:
 The best and largest market for highly educated people (universities and
technical high education institutions), per definition the best supply channel
for graduates, because of the highest number of IT, Financial and Insurance
related educations and companies
 Warsaw is also a magnet for IT people inside Poland
 Warsaw has easy access possibilities, with several daily flights from Denmark,
which gives staff from both Denmark and Poland possibilities to visit the
opposite location on a day-to-day basis and still have up to 8 to 9 hours in the
present office
 A reliable infrastructure and facilities if needed, etc.
 But also it is one of the most competitive markets for consultants right now,
so there is a constant fight for good and highly qualified consultants…

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FOCUS ON CULTURE!
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Poland versus Denmark culture…
 The Polish people love football and handball as well as Danes…
 Both Polish and Danes like beer, pork and good beef…
 Both Denmark and Poland are agricultural countries…
 Denmark and Poland are neighbor countries…
 Both Danish and Polish are two difficult languages to learn…
 There are more bicycles in Denmark than in Poland… probably the biggest
difference between the two countries beside the language…
 In the daily work the differences are quite small between our two countries,
and you will meet as minimum the same amount or more differences locally
between different regions in each of our two countries…
I normally don’t like to talk about differences, but instead talk about similarities,
because when one mentions the word “differences”, then we automatically start
looking for differences…

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THE CHALLENGES WE/YOU WILL MEET…
Communication: remember to always include your colleagues in different
locations in daily communication
 Keep each other in the loop
 Give each other context for the daily tasks
KMD Poland works according to Polish holiday calendar, which does not
always overlap with the Danish
 Secure tasks for your colleagues in KMD Poland if there is a bank holiday
in Denmark
 Consider both Danish and Polish holiday calendars when setting deadlines
or planning visits
Use and promote using English
 In documentation
 In written communication
 During meetings

10. Our Journey
KMW organisation Q1, 2017.

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WHERE DID WE GET PRACTICAL HELP…
Legal: We used a larger local legal firm to register the local entity
Bank: Here we used the local Danske Bank Warsaw branch, because we also
work with them in Denmark
Finding premises: Here we used DTZ, now Cushman & Wakefield (both for
finding premises, but also their Project Department for running our
establishment/building project)
Furnishing and decor of our office: Here we had a tender process, where we
had 5 different companies bidding, all local placed firms and here Kinnarps
was chosen, both as suppliers and architects…
Technical installation: Was all done via local Polish firms
General supplies for our operation/office: All via local Polish firms
Staffing and hiring during the establishment: Two different consulting firms
(7N and ProData) and different HH/HR firms: Grafton, CPL and Hays…
Market awareness: Mainly the Danish Embassy and different local market
researches…
In general: Everything can be done locally and the quality is really high…

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KMD’S JOURNEY IN POLAND
Pre-establishment phase
Establishment phase
Working streams
Legal
and
admini-
strative
Property
Facility
Manage-
ment
Technical
equip-
ment
setup
Security
HR staff
consultant
Ad hoc
Other challenges
Timeline
Conclusions / next step (future)…

13. Poland, Ukraine and
Denmark
My personal evaluation…

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HOW DO I SEE THE COUNTRIES WE DISCUSS
HERE TODAY?
Before I go into my evaluations and comparisons, then I want to underline
this is my personal evaluation
 The evaluations are build on my three years in Ukraine, building SimCorp
Ukraine up and visiting different IT companies in L'viv and Kiev during the
last year, finally KMD Poland still have around 20 Ukraine developers/
testers working in Kiev, because of a merger KMD made some years back
 The above, together with my current experience in building KMD Poland
up during the last two and a half year in Warsaw, and visiting a number of
Polish IT companies around Poland, have given me a strong basic
knowledge and background for making a comparison, between the two
countries, including the maturity of the markets and the IT industries in
the countries
 Finally I compare Poland and Ukraine with the Danish IT sector, so you
can get a feeling of, how I see the three markets up against each other…
But as already underlined, then this is my personal view and evaluation,
why other people can have other perceptions in regard to the single
points/areas of my evaluations…

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THE SEVEN WORKING STREAMS FOR
ESTABLISHMENT…
(1 = low/bad , 5 = high/good)
Startup challenges Poland Ukraine Denmark
Legal and administrative (red tape) 4 2 5
Property 5 2 4
Facility Management 5 3 5
Technical equipment/ setup/stability 5 3 4
Security (technical and physical) 4 3 5
HR/staff/consultants 4 3 4
Ad hoc 5 2 4
Here I focus on the work-streams, which I normally use as basis for
an establishment of a company, when I should do this in a new
environment/country…

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OTHER PARAMETERS TO TAKE INTO ACCOUNT…
(1 = low/bad , 5 = high/good)
General conditions Poland Ukraine Denmark
Technical educations/ Universities/IT clusters 3 3 4
Facilities/office space 5 3 4
Security 5 4 5
Bribery/red tape 5 2 5
Political stability 4 2 5
Economy/costs 3 2 1
Salaries attractants 4 3 1
Brain drains (1 = high drains/5 = low drains) 4 3 5
IT market (access to local talent) 3 4 2
Retention (loyalty to an employer) 3 4 4
Work culture/ethics/pride in deliveries (wish to
deliver in time and high quality) 5 4 3
Openness/cultural adeptness 4 4 2
Sourcing experience 4 4 2
Living standard 4 3 5
English proficiency 4 3 4
Access to Danish speaking staff 3 1 5
IT/Programming Skills and proficiency 4 3 4
Infrastructure 5 2 5

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INTERNATIONAL RANKINGS…
HackerRank is a
platform that
ranks engineers
based on their
coding skills and
helps companies
discover talent
faster…
Poland = no. 3
Ukraine = no. 11
India = no. 31
Denmark = no. 34

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MY PERSONAL CONCLUSION…
If I look at my personal evaluation, the results are as follows (score):
Poland: 104 points
Ukraine: 72 points
Denmark: 97 points
The differences are focused on some few areas:
 Red tape, quality of facilities/premises and especially access to modern and
attractive offices, including secure environments to affordable money…
 Easy access to highly professional support companies, who can support you
during establishment (see my slide regarding practical help in Poland)…
 General stability in regard to costs and economic environments (e.g.
payments in foreign currencies), currency risks, general risk management…
 General business maturity, educational levels and academic level of
educational institutions and universities, etc. including work culture,
language skills, etc.…
 General security, data security and infrastructure…

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CONCLUSION AND RECOMMENDATIONS…
If I look at Poland and Ukraine in regard to general IT development, then I
would divide my recommendations as following:
Poland: Development of larger IT systems both to public sector and bigger
private sector companies. Polish developers has high general experience in
working across boarders and in larger development projects, e.g. Financial
Industry companies and other companies, who work with personal data (focus
on EU legislation) is very active in Poland.
Today I will recommend Poland to larger projects and captive setups.
Ukraine: Have great specialists and knowledge in e.g. gaming sector,
development of mobile apps, systems inside the publishing sector, smaller
administrative systems developed by smaller and midsize companies on its
way up, intranet system development, web applications in general, special
components software, etc.
Earlier we saw larger European companies establish themselves in Ukraine,
but many of them have now moved development inside EU’s boarders, mainly
because of the tougher legislation of how to handle Personal Data, etc.
But I will still recommend Ukraine to more clean outsourcing and project
development incl. managed services (fixed price projects and T/M)

20. Our Journey in pictures

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THE JOURNEY…
November and December 2014
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THE JOURNEY…
January to April 2015
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Preparation of the
temporary office space
in Mokotov, also called
“Mordor” (from “The
Lord of the Rings”)
Moved into the
temporary office
March 2nd 2015 with
two “guinea pigs”…

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THE JOURNEY…
May 2015 to July 2015
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A totally raw new office
Investigated 8 potential office
locations, but went for the one
with the best location for the
future KMD employees

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THE JOURNEY…
September to October 2015
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Why should an office be so boring?
The new office should reflect a modern, innovative and functional IT
workplace, for attracting the right employees for the future!
The finish needs to be perfect!

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A TIME TRAVEL IN KMD POLAND…
October 2015
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 Personality…
 Functionality…
 Acoustics…
 Work environment…
 Fun…
 Employer branding…
 Location…
 Respect…
All key-words in the lay-out
of KMW...

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THE JOURNEY…
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Grand opening November 2nd, 2015
KMD “Must Win Battle 2015” delivered!

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KMD POLAND
Today…
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Office with soul, personality, style and inspiring work environment, which
gives high productivity and will to deliver…
TVN – DK, the
happiest nation
in the world

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KMD POLAND
We also enjoy time together…
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KMD POLAND
CSR and other initiatives in KMW
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Christmas gifts to
homes for orphans

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KMD POLAND
Harvard Business Review April 2016
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Office of the 21st century…
KMD Poland is used as an
example of how an office
of the 21st century can be
built by both HB Reavis,
Kinnarps and ICAN
Institute in Harvard
Business Review April
2016.

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KMD POLAND…
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One of our mottos in KMD Poland
30th US President 1923 - 1929
Nothing in this world can take the
place of persistence.
 Talent will not; nothing is more
common than unsuccessful
people with talent.
 Genius will not; unrewarded
genius is almost a proverb.
 Education will not; the world is
full of educated failures.
Persistence and determination
alone are omnipotent…
Calvin Coolidge
(30th US President 1923 – 1929)

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Q&A
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