1. Incoming GIP
Market Research
GST output
{CEE region}

2. Organisational Value
Market Value
Individual Value

3. Our Value in the Market
Long-term leadership pipeline
and impact on the world
Competitive talent advantage
for tomorrow
Short-term talent gap solution

4. Our Value for the EPs and Our Members

5. The Story of AIESEC in
Spain

6. Organizational Value:
A young person witnesses
and contributes to
responsible and
entrepreneurial leadership
overcoming the environment
Market Value:
Individual Value:
Entrepreneurs can sell their A young member learns sales
products in international and delivery, and learns how
markets, survive, and support to contribute to society
Spain’s economy
through market solutions

7. To grow our product and develop leadership
in every experience we have to raise TNs in
meaningful industries where the EP has an
impact on the world.
How do we do that?

8. If you had 1000 AIESEC trainees coming to your country, in which
industries would you want to place them?
Because their experience would develop leadership.
Because they would make an impact on society.
Because our members would see their contribution to society.

9. Market Segmentation Process
Relevant Market Segment
In what
industry
can you
develop
leaders
who will
have a
positive
impact on
society?
Industry Talent Needs
What are
the talent
needs in
that
industry?
JD that Develops Leadership
What can
the EP do
that will
develop
leadership
and serve
the
industry’s
talent
needs?
Supply
Do we have
the EP supply
to fill this
need? Where
are the EPs
from, and how
can we match
with them?
BO Alignment
How do we
align our
marketing and
TC to sell and
deliver these
experiences
on a major
scale?

10. What was my market research process?
Internal
External overview
• CEE MC VPs perspective and opinions collection
• Statistics and Good Cases practices check
• Media: Forbes, Financial Times, Bloomberg etc
• Companies’ researches: Google, Oracle, PwC etc
Reports Analysis
• UN HLP report 2015, UN societies report in Europe &
Central Asia, EU reports, World Bank, OECD reports
• 2020 country development strategy of Russia
• UNICEF reports about edu systems in CEE
Organizations’ data
• CEE development organizations approach (CEEMan ex.)
• Innovative Hubs and Venture CEE companies (InVentures
CEE, cee-startups
Alumni
• Survey for CEE alumni (filled mostly by Russian &
Ukrainian)
• Expertize about relevance of shortlisted segments:
meetings and talks with 8 alumni in Russia
Check calls
• to companies, Universities & schools for final
conclusions

11. Recommended purposeful gip strategies
{EDUCATION}
Bring interns to deliver better
education in private and public
sectors for local teachers to gain
new methods and practices of
teaching to continue improving the
quality of education in their
institutes.
Industries: Public & private Institutions of
higher education, government or independent
kindergarten, primary and secondary schools
public schools, private institutions offering
different levels of language education
Product: Teaching & Language Education
{INNOVATIVE/SOCIAL
ORIENTED STARTUPS}
Bring interns to help issue
oriented startups to optimize their
processes, expand abroad and
attract new investors to grow their
purpose-driven businesses.
Industries: StartUps IT solutions
for society needs digital
healthcare, mobile education,
smart cities; venture funds.
Product: IT, Marketing, BA

12. Market product strategy 1
{EDUCATION}
Traditional formats of education which don’t meet youth needs today can
be improved with the help of AIESEC trainees. They will help to improve
teachers’ qualifications to deliver relevant content of the subject in the
right way. It’ll cover the lack of quality of education and mismatches
between skills demanded by the labour market. English language teaching
will help the population and especially youth to increase their mobility
and access to the globalized world.
Industries: Public & private Institutions of higher education, government or
independent kindergarten, primary and secondary schools public schools, private
institutions offering different levels of language education
Product: Teaching & Language Education

13. What entities would you recommend
implementing this strategy?
The Caucasus – Azerbaijan, Armenia and Georgia
Western CIS – Belarus, Republic of Moldova, Russia, Ukraine
Central and South-Eastern Europe – Bosnia and Herzegovina, Bulgaria,
Croatia, Macedonia, Montenegro, Serbia
Central Asia – Kazakhstan, Kyrgyzstan, Tajikistan And Turkey

14. The evidence for this strategy
Historical consequences
Over the past two decades, youth in the CEECIS (Central & Eastern Europe
and the Commonwealth of Independent States) region have endured
substantial political instability, and at times armed conflict, that have
rocked their communities and families and shaped their education
experiences.
Inequality of education
Significant inequalities persist across and within countries in terms of access to
education, learning outcomes, quality of education and mismatches between skills
demanded by the labor market and those of jobseekers, especially young labour market
entrants.
Lack of professionalism
Youth state that teachers need to be trained regularly to refresh their skills and
improve the implementation of education reforms.
REPORTS ANALYSIS

15. How much money does government spend on education development as percentage of GDP
CEECIS governments need to adapt their education systems and policies to future needs and
realities: bring more practical oriented education and balance in actual spending on it to get
better outcome.

16. One of the highest unemployment rate of the world in CIS demonstrates clear
mismatch between skills demanded by the labor market and education’s quality

17. Government policy
There’s a general trend among post soviet countries’ government for
globalization of the society.
Example:
New government language policies
The Russian government—both federal and local is making a concerted effort to
boost the country’s English skills.
President of Tatarstan Republic:
“If teachers have excellent level of English, then their students will too. As for
officials, they must speak English in the modern world”
Globalization of Russian universities as a criteria to be included in rankings.

18. Success | Experience
AIESEC Russia
2012  2013
158% growth in RE teaching (33  85)
Market segment:
private linguistic centers
Product:
Language (English) education

19. PRODUCT
Access to an international talent pool of high-potential
students or fresh graduates who have background
of linguistic, foreign language teaching or necessary subject
master degree and teaching experience, relevant to the
educational institute.
School/C
ollege
English
Teaching
Other
Languages
Teaching
Subjects
Teaching
Children
Education

20. Industry needs
•
•
•
•
•
People with the right accent, vocabulary, and grammatical knowledge
Ability to deal with & interact with specific age groups of students
People with the specific subject/laguage knowledge/degree
People with teaching expereince
Teachers available for shorter and/or longer working duration
Benefits to sell
•
•
•
•
•
New educational methods and initiatives developed by young specialist together and
for your teachers  increasing the quality of education
Creation of international dynamic learning environment for students  faster and
better learning
Competeive advantage on the market  attraction of new customers
Specialists with diverse background and knowledge of specific languages or subjects
delivered in english
Affordable price, short or long term support of your projects from AIESEC

21. Possible objections from the company
We want to have native
speaker as an english
• According to our practice non native speakers can teach english
better, because they learned how to do it studying language as well
teacher from US or Uk, for
• Other countries send for teaching internships young teachers with
example
•
•
experience and academic background who professionally knows how to
do it while specialists from US/UK don’t usually have teaching
background or experience
All AIESEC trainees go through triple selection procedure and prove their
competencies according to the working field they apply for
We have several CVs (or video CVs) to demonstrate the candidates from
other countries. Check it please 
If the intern doesn’t speak
our language at all how will
he communicate with
Usually students start to speak english much faster with those who cant
students?
explain anything in native language. At the beginning it’s hard for them, but
later gives better effect.

22. Supply from the Network
Teaching sub-product
Country suppliers for Teaching & Language education
Poland
Brazil
India
Indonesia
Romania
Mexico
Russia
Ukraine
…

23. Ideal Job Description
- Design the education course in advance (within the first week of internship or
as a pre-assignment) instead of just delivering.(define objective, structure and
key outcomes in this stage)
- Developing the course content completely after designing the
structure.(Product full design concept) – (Sensing calls with some
students, developing the right content)
- Delivery of course content (understanding of target audience profile, learning
style and customizing to the same)
- Assessment tests and ensuring transfer of learning.(tests to ensure learning
and implementing different methods of learning transfer)
- Preparation and delivery of classes/open spaces for teachers to share &
discuss the methods and experience of teaching
- Feedback (from student to trainee, from supervisor/teachers to trainee and
back)

24. Leadership development of the trainee
By sharing own teaching
methods and experience
trainee influences to
change educational
process in school
Challenging environment
and JD of teaching
without local language
knowledge makes intern
go through very intensive
outer & inner journey
Trainee contributes to
make long-term impact
as the educational
process changer as well
as short term for
students to learn better
now

25. During implementation be careful of
• Policy of public educational institutions about inviting foreign teachers
• How to deliver right product value to stakeholders (interns are seeking
for professional development, support and supervision form the
company and contributes to the goals’ of your organisation)
• Supply & Demand Management (Don’t promise native speakers – know
how to work with this obstacles. Prepare Cy2Cy cooperations in advance)
• Don’t defocus on several industries at the same time if you don’t have
enough capacity
• Check previous experience of work with educational institutions (maybe
you were partnering in terms of iGCDP product. Define the value and
benefits to sell them iGIP)

26. Market product strategy 2
{INNOVATIVE/SOCIAL ORIENTED STARTUPS}
Development of StartUps plays significant role in lots of CEE countries economies
growth. Innovations and tech products have huge potential to improve their business
processes, be expanded abroad with the help of AIESEC interns as well as to become
more attractive for new investors. Many of them are based on unique scientific
researches with idea to solve exact issue of the society.
The increase in CEE venture investments in 2011 was driven predominantly by startup stage investments, which grew year-on-year by 85% in amount and 76% in
number of companies.
Industries: StartUps  IT solutions for society needs  digital healthcare, mobile education,
smart cities; venture funds.
Product: IT, Marketing, BA

27. What is?
{INNOVATIVE STARTUP}
Its core business consists of innovative
goods or services of high technological value
{SOCIAL ORIENTED STARTUP}
same requirements that apply to
ordinary startups
It shall not result from the merger, division
or transfer of business from a going
company
30% of its costs are related to R&D OR
at least one third of the team is made up of
people who either hold a PhD or are PhD
candidates or have conducted research for
at least three year
OR it is the owner or the licensee of a
patent.
operates in some specific areas working on
social issues (education, welfare,
healthcare, protection of environment)
its key job must have a considerable
social value

28. What entities would you recommend
implementing this strategy?
Bulgaria
Poland
Croatia
Romania
Czech
Russia
Republic
Serbia
Estonia
Slovakia
Hungary
Slovenia
Lithuania
Turkey

29. The evidence for this strategy
REPORTS ANALYSIS|2012-2013
Local (in Central Eastern Europe and Turkey) SMEs have innovated and
exported successfully. Several local SMEs have shown that successful
innovation and export is possible, despite poor brand recognition abroad.
Such firms may provide a standard for others to follow.
Innovation is essential for sustainable growth. The impact of innovation
is shown to be particularly positive on growth for medium-income
countries.
Most of the innovation in the CEE region in the past two decades has come
not from locally owned firms, but from the investments of multinational
companies (MNCs), on which local
firms have come to rely for new ideas and technology.

30. The evidence for this strategy
Table shows that in lots of CEE countries respective innovation performance (according
to Economist Intelligence Unit’s Innovation model) is higher than average in EU which
demonstrates a high potential direction of its development in the nearest future

31. REPORTS ANALYSIS|2012-2013
Talent-related issues are a major concern. Finding the right staff has been made
harder by the persistence of a “brain drain” from the region.
We see that innovative
companies are not
satisfied with the quality of
academic centers in their
own country and most
likely would experience
work with foreign
specialist
(responses by CEE companies)

32. Slovenia is one of CEE countries with high potential of innovative start up growth. At the same
time facing issues of being not well supported by government or local venture funds. It may be
a point for AIESEC to propose a GIP for startups to attract or search for venture capitalists
abroad.

33. The evidence for this strategy
A good example is the so called “Estonian mafia” that resulted
from the acquisition of Skype by Microsoft. Founders and early
employees of the company made a fortune, but re-invested their
money in new startups that helped the tech community in Estonia
to grow. Today there are hundreds of startups in Estonia, a country
of 1.3 million, working to gain market traction.

Challenges of the region:
• conservative mentality that is
adverse to risk
• physical distance from main tech
hubs that offer high value-add
resources (investors, clients,
mentors, advisors)
Quality entrepreneurial events attract global
thought leaders. “There are a lot of good
initiatives facilitating the development of the
entrepreneurial culture,” said Tschas. Examples
include Pioneers Festival in Vienna, the
Singularity University European Summit in
Budapest, How to Web in Bucharest, the Shift
Split in Croatia and the Kairos Society, a global
student-run entrepreneurial organisation.

34. PRODUCT
Global internship in a host organization, through which a
high-motivated young person contributes to the goals
of the organization, completes a job description
requiring related expertise or skills, and receives
supervision and evaluation on his or her professional
development.

35. Industry needs
•
•
•
People with entrepreneurial mindset, project management experience, goal oriented
(marketing, advertising, project management)
People with specific language and market knowledge to expand to the new country
(marketing experience preferred)
Specialist with exact background & experience to help with process optimization (IT
talents: website development/management, mobile applications, portals
development, programming)
Benefits to sell
•
•
•
•
•
Support of the company in expanding its reach locally or internationally with needed
qualified talents  easier and faster
Process optimization and international perspective from highly motivated talents
Interns participation in long term or short term projects
Affordable price
International working environment and staff motivation

36. Possible objections/challenges from the company
Financial disability to
participate in program
How can you guarantee
that my business will be
expanded to the new
country market?
Create special financial model for their participation, show the possible
impact of the expenses now, count potential profit and how much money it
really costs to expand business internationally without AIESEC trainee help.
We cant guarantee you that as a final outcome, but we can select for you
high motivated trainee from this country who will be able to provide you
necessary information and make market research to be sure about necessity
and all the risks for expanding there.

37. Supply from the Network
IT
Marketing
Brazil
Poland
Mexico
Colombia
Romania
Tunisia
India
Canada
Spain
Ukraine
172
144
121
116
97
90
84
82
62
53
Tunisia
India
Brazil
Colombia
Mexico
Poland
Morocco
Romania
Canada
Turkey
158
87
85
82
58
57
50
43
32
30

38. Leadership development of the trainee
Intensive and challenging
experience in startup
environment: often
decision making process
and high level of
responsibility
Innovations, hard work
and persistence would
move intern out of his
comfort zone which will
give him very powerful
inner and outer journey
Trainee might see fast
direct impact of his job to
the company and society
because of the purpose
oriented business

39. Success | Experience
Being an intern I’d love to
go for this
internship, because I
understand the purpose of
the company and issue
which company is solving
is a crucial for young
parents today. I want to
contribute to this start up

40. Where to get more information about
CEE innovative start ups?
InVentures company: source for the startup scene in CEE
Check more CEE startups
Social franchising is slowly –
but surely – gaining
popularity in CEE: Barka
Foundation for mutual help
in Poland, Mania and FIXMIX
in Bulgaria, Mano Guru in
Lithuania, and B-Fit in Turkey
are already implementing
successful franchising
concepts.

41. Where to get more information about
CEE innovative start ups?
There’s a clear purpose of CEE startups in the medical
and health sectors deals with the prospects for Digital
Health – connect modern IT with the needs of society.
With aging societies and people increasingly willing to
invest in their personal well-being, the sector is
expected to experience even higher growth in the
near future.
mySugr.com helps
diabetes patients monitor
their blood sugar level
Similar issues
mHealth: Saving lives and
money.
mEducation: Equipping
people for a better future.
mAutomotive: Making the
roads safer and the world a
little less hungry.
Smart Cities: Tomorrow’s
cities today

42. More Digital Health startups:
1. Upcoming Croatian startup IDerma for communication between dermatologists
and patients suffering from skin conditions.
2. MIRArehab from Romania develops video-games to provide a more effective
way for physiotherapists to treat their patients.
3. CaverSoft s.r.o. from the Czech Republic has created CAVER, a software tool for
protein analysis and visualisation.
4. mcule is a Hungarian startup founded in 2011 offering an integrated drug
discovery platform. They are the winners of the 2nd prize at the Hungarian
InnovationTechshow 2012 and were featured at Startup Sauna Fall 2012.
Also 17 startups that help you stay active

43. During implementation be careful of
• Have a clear value proposition about exact market segment
• Don’t defocus on several industries at the same time if you don’t
have enough capacity (research and approach health sector
first, for example)
• Try to find warm contacts in the area (approach alumni), take
additional expertize (check history)
• Small startups are not usually ready to invest money at the first
stage of development  think how to work with this obstacle or
approach investors/supporters directly

44. Do we have to change everything??
 No, don’t stop raising TNs
 No, you don’t have to drop your current market
– product strategy
 No, we don’t have to raise with only nonprofits, schools, and hospitals

45. Make specific
changes to
what we’re
doing now
Start doing
new things to
build a
purposeful
GIP program

46. How to Change What You’re Doing Now
 Choose which of these market – product strategies you want to
implement in Q1
 In the JDs your EPs are currently doing, add activities that develop
leadership
 Ensure TN-takers understand and want to co-deliver leadership
experiences
 Embed purpose into your sales member education, your marketing, and
your sales process

47. Market – Product Process
1. Research trends in business, education, government, social issues, IGOs, NGOs, etc
2. Choose relevant needs of society and the industries that address these needs
3. Interview with industry leaders and experts, use research to understand talent needs
and create hypothesis of sub-product solution for the industry
4. Test sub-product solutions and choose top market – product combinations
5. Make a targeting list of companies to sell these products to
6. Align marketing an talent capacity to be able to reach these markets, sell the right
product, deliver it, and showcase it

48. Will This Solve All My Problems?
 Still need to train people
 Still need to market, sell, and deliver well
 In Colombia sales members see the impact so clearly it’s difficult
to move their focus to other sub-products
 In Russia the sales members were so successful they didn’t feel
as much pressure to perform anymore

49. What Will Be the Impact When We Do This?
 More sales intensity because members understand
the why
 Better leadership experiences for EPs and members
as they contribute to society’s needs
 More TN raises with better customers for our
purpose

51. What Do We Do in Q1?
Activity
Choose what market segments you want to sell in
based on “If you could bring 1000 EPs to your country .
. .”
Message purpose of GIP to LCs in all channels
Add purposeful elements to JDs of current marketproduct strategy
Share CoW of GIP with TN-takers and help them plan
to co-deliver leadership experiences
Embed purpose of GIP in all marketing, talent capacity,
and showcasing for iGIP
Integrate 1 new market segment from GST research
Tier 1
Tier 2
Tier 3
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X

52. What Do We Do in Q1?
Activity
Create a new market – product strategy based on
purposeful GIP
Test new market – product strategy on national level
Tier 1
Tier 2
X
X
Raises that create leaders
Tier 3

53. Why Do This Now, and Not Next Year?
What
are we
trying to
achieve?
Be the leader
who confronts
the fundamental
problem
Make an
organization
whose
purpose and
actions are
aligned
Create purposeful leaders