mc 13 14 strategy

13-14 AIESEC RUSSIA

Ufa, Russia

STRATEGY NATIONAL

1.  Vision 2.  Goals that ensure vision fulfillment 3.  Strategy to achieve these goals

What is National strategy?

What is National strategy?

1.  Why we do it 2.  What we want to achieve 3.  How do we achieve that

Based on… 1.  2015 D.R.E.A.M. of AIESEC Russia and 2013|14

role in its achievement 2.  LC Planning inputs from RusCo 3.  Internal & external context of term 2013|14 4.  MC 13|14 team purpose

Context of term 13|14

2011

201420132012

1948

UniqueExperiences

2015

by AIESEC Russia

AIESEC RUSSIA 2015 D.R.E.A.M.

AIESEC RUSSIA 2015 GOALS

2011 2012 2013 2014 2015 GCDPi 1008 1230 1700 2350 3550 GCDPo 503 850 1250 1800 2900 GIPi 78 95 130 300 450 GIPo 286 335 520 900 1100 TMP 1516 2300 3600 5350 8000 TLP 580 760 1200 1780 2670

PROGRAMS PRODUCT DEVELOPMENT STAGE

2011 2012 2013 2013 CS 2014 2015 GCDPi 1008 771 1700 612 2350 3550 GCDPo 503 505 1250 323 1800 2900 GIPi 78 74 130 86 300 450 GIPo 286 261 520 124 900 1100 TMP 1516 1761 3600 1661 5350 8000 TLP 580 801 1200 624 1780 2670

AIESEC 2015 MEANING

“The strength and power of a country depends absolutely on the quantity of good men and women in it.”

LC PLANNING INPUTS FROM RUSCO’13

AIESEC RUSSIA IS DIVERSE LC REALITIES ARE DIFFERENT FOR EACH REALITY THE STRATEGY HAS TO BE CUSTOMIZED

EXTERNAL CONTEXT Global events are hosted in Russia

(Sochi 2014, World Cup 2018)

Government Strategy for Youth

Politics

Volunteering is trend now

Letters of support from

Ministry of Education

Internationalization law for

universities

Extra-education

system growth

Education is not practice-oriented at

all

Bad image of Russia in foreign

media

Bad image of Russia in Russia

sometimes

Russia is well-known

for “oil economy”

INTERNAL CONTEXT

SUMMER 2013 GCDPi:

70% of whole 12-13 term result

National Projects are supported with

business (CSR)

Seliger CONTENT partners

Letters of support from

Ministry of Education

Open Innovations

forum partnership

meeting

“Can we partner with AIESEC”

calls

IC 2012 hosts

High NPS in incoming X

GCDPo stagnation GIPi legality issues

AIESEC Russia is

TOP…

2015 goals are not achieved

MC 13|14 TEAM SHARED PURPOSE

Team purpose:

1.  Drive 2013-14 MoS D.R.E.A.M. achievement 2.  Ensure 2015 goals achievement 3.  Bring clarity of purpose to the Network

VISION. SHARED BELIEF.

How do we achieve the vision?

Achieving 2015 MoS. Focusing on 2 core programs &

growing them to maturity level.

2013-14 GOALs

Program 2013 goal 2013 GAP 2014 goal

GCDPi 1700 1088 2350

GCDPo 1250 930 1800

GIPi 130 45 300

GIPo 520 397 900

TMP 3600 1939 5350

TLP 1200 576 1780

Program Goal 13|14 GCDPi 2845 GCDPo 1440 GIPi 185 GIPo 570

Program Goal 13|14 GCDPi 2845 GCDPo 1440 GIPi 185 GIPo 570 TMP 5040 TLP 1680

5040 exchange

experiences 6720 TXPs

11760 life-changing

XPs

NATIONAL DRIVERS FOR 2013-14

Tool to define it:

Boston Matrix Values intersection

THE BOSTON MATRIX

Market Value

Member’s individual

needs

Clarity of the why for X program

The Intersection 1. It has Real Growth Potential

2. It brings|can bring Financial Sustainability 3. It makes us always stay true to our “why”

4. Member’s fulfillment

Tool to define it:

Which programs need the most support from back office to fulfill the goal?

NATIONAL DRIVERS 2013|14 ARE…

GCDPo GCDPi

Empower Russian youth through GCDPo

revolution. Deliver 1440 leadership XPs.

Open real Russia to the world through GCDPi

evolution. Deliver 2850 leadership XPs.

Ø ISSUES FOCUS: EDUCATIONAL 740 CULTURAL 510 NGO MANAGEMENT 190



FOCUS ON WINTER PEAK AND PREPARE HUGE SUMMER FOCUS ON INCREASING CAPACITY COUNTRY2COUNTRY INVESTMENTS

Y&P 700

FLY 250

Sunshine

800

Explore Russia

450

IT literacy 350

Entrepre-neurship

pilot

LC projects

15%

NATIONAL PROJECTS LOCAL PROJECTS SUPPORT LEVERAGE OFF-PEAK

Open real Russia to the world through GCDPi evolution.

Deliver 2850 leadership XPs.

THAT’S A LOT! HUGE ORGANIZATIONAL CHANGES HAVE TO HAPPEN…

MORE

BETTER while

HOW??

MORE WHILE

BETTER





WHOLE MC TEAM DELIVERABLE

MC TEAM PLAN LOOKS LIKE THIS:

Strategic plan Operational plan





Strategic focus 1: Customer centricity

CUSTOMER CENTRICITY

CUSTOMER CENTRICITY

MORE WHILE

BETTER

1.  What value do we bring for customer?2.  What are the customer needs?3.  How can we fulfill these needs better?4.  It is not NPS. It is not a behavior. It’s a

strategy of focusing on promoters.

Almost 0$ on marketing

Customer Experience Management. Co-delivery implementation

Process optimization. 20% appl->Re

Quality MoS

% Ra->Re

Process optimization. What is convenient to our customer

GCDPo 20 % appl

-> Ra

1. Implement opportunity portal – apply for concrete available opportunity

2. Embed application to the aiesec.ru 3. Join-aiesec change – new HRM 4. New registration system with checklists,

etc.

Process optimization. What is convenient to our customer

GCDPi 90 % Ma

rate

1. Long-term partnerships with schools 2. Long-term partnerships with universities 3. New CRM system instead of /target

Goal of a project: to use recourses smartly






Strategic focus 2: TXP driving GCDP

Strategic focus: TXP driving GCDP

Goal of this focus: Membership empowerment.

AIESEC Russia has right people, on a right time, doing right things.

MoS: members efficiency Goals achievement.

Strategic focus: TXP driving GCDP

Based on needs recruitment

Sales Development Program

Integrated XP + Micro XPs

COM + TM

TM

GCDP + TM







Strategic focus 3: Branding and Positioning

AIESEC Russia is growing. We need to have a strong aligned brand, otherwise organization will loose unity

in eyes of our stakeholders.

Goal of this focus: AIESEC brand in Russia is aligned with value

proposition. AIESEC brand is common in Russia. MoS: appl -> Re

Strategic Focus: Branding and Positioning

Strategic Focus: Branding and Positioning

National GCDPo Brand

Marketing + PR

GCDPi projects positioning & Showcasing (EwA->ELD focus)

COM + PR

COM + PR

GCDPi + COM +

ER







Strategic focus 3: Branding and Positioning

Empower Russian youth through

GCDPo revolution

Open real Russia to the world

through GCDPi evolution

Customer centricity

TXP driving GCDP

Branding and Positioning

Org

aniz

atio

nal d

evel

opm

ent a

lignm

ent

International Relations

MoS: # Re through Country partners

% Ma rate

Cy2Cy management

CEEDerships investments

MC2MC -> LC2LC downscale

system

AIESEC Russia internal branding

Co-delivery

Creation & alignment

Implementation with Cy partners

International Relations GCDP

OD alignment: Strengthen and Expand the network

GCDP

Customized strategy for realities

Growth Maturity Decline

+ not new start ups

Start-ups + 3 years old start

ups

Expanding (new

entities) SUs SUs

MCVP OD START-UP Director

Coaching based on growth path

Empower Russian youth through

GCDPo revolution. 1440

XPs.

Open real Russia to the world

through GCDPi evolution. 2850

XPs

Customer centricity

TXP driving GCDP

Branding and Positioning

Org

aniz

atio

nal d

evel

opm

ent a

lignm

ent

International Relations

mc 13 14 strategy

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