asae crs lunch 11.24.10 "facing your fears: intnl expansion"

Facing Your FearsInternational Expansion

November 24, 2010 12noon-100pm

Peter TurnerSenior Advisor – Global Dev Strategy

MCI Group

Connecting Great Ideas and Great People

www.asaecenter.org

www.asaecenter.orgwww.asaecenter.org

Is this Happening to You? A growing presence of non-US

Member and customer product consumption

Attendance at US meetings

Author contributions Greater reliance on

international members and customers for revenue growth

Greater demands you be more “present and engaged” in their region

Effects of globalization on industry and/or profession you represent


What Associations Say Are Barriers to Intl Growth

Lack of experience and knowledge of region Local business licensing and operation Weak volunteer leadership support Getting government endorsements and

promotion support Better local marketing and business development Local community receptivity to US-based

associations Rising inflation of costs to do business


It’s All About What’s Locally Relevant

Customers don’t want another product or membership

….they buy an “experience” to help them find a “solution” to their problem


Infrastructure Options Infrastructure Options Reduce Your RiskReduce Your Risk


Option #1 – National Society and/or Local Benefactor

Market Knowledge – ability to see changes in the perception of industry or academia resulting in better participation, interest in YOU or to identify and remedy dissent?

Management – possibility of leadership changes that could weaken or hinder YOUR activities?

Infrastructure – strength of its local network to provide needed expertise at the point of need?

Competency – business expertise to perform required responsibilities?

Commitment –interest of the existing political and administration leaders to provide ongoing infrastructure and financial support?

Politics – changing attitudes among core local leadership that could retard or undermine support or relations?

Culture – degree to which bureaucratic culture stifles performance Scalability – ability to transfer our success to other major industry

regions in a targeted market?


Option #2 – Hiring Local FTE’s Directly Competency – expertise and experience in business skills? Reputation – ability to establish credibility among YOUR

stakeholders and partners? Flexibility – means to adjust plans to local market intelligence? Market Knowledge – ability to collect, analyze and report on

market intelligence? Management – ability to coordinate various groups, to achieve

measurable objectives, develop and manage budgets, work with players, and prepare documents and presentations?

Determination – ability to endure challenges to YOUR local interests?

Politics – ability to affect or maintain the climate among local players on YOUR behalf?

Scalability – ability to transfer success to different customer regions within market or to other regional markets?

Entry/Exit Costs – the barrier to enter or exit employee relationship based on performance or market changes?


Option #3 – Local Business Service Providers Management - flexible, scalable, capacity-building “local” business

services? Branding – whose brand is featured as part of conducting business? Competency - proven experience to help associations grow their

business? Market Knowledge - people and practices to achieve results? Focus - achieving a sustainable business & operating model? Commitment - flexibility to work with third party providers to ensure

locally relevant customer experiences? Viability - a financially strong, diverse business and effective

leadership? Business License - access to WOFE for to conduct business locally? Back Office - access to financial management and fully functioning

office and IT infrastructure? Entry/Exit Costs – low risk, turnkey on/off capability? Integration - ability to coordinate with your HQ - practices, reporting

metrics, and communication Market Relations – ability to grow contacts with government, and

academic institutions, and private sector?


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Global Business & Economic MegaTrends

Power Shift from West to East

Acceleration of Global Innovation and Knowledge Diffusion

Commercialization of Innovation

Technology Adoption Acceleration in Emerging Markets

Stark Healthcare Realities… for Some

24/7 Global Business Mgmt Greater Government

Intrusion

Global Labor Skill Shortage & Need for Mobility

Massive Fluctuation in Youth and Aged Groups

Sustainability Transcends CSR

West’s VC Industry Shrinks While Emerging Markets Grow

Global Crisis Stalls R&D Investment & IP Grants in US, EU & Japan


For More Information & Case Studies

Peter TurnerSenior Advisor, Global Development StrategyPhone: +1 571 275 1516Blog: www.growglobally.org E-mail: [email protected]