7 steps to attract foreign direct investment ebook - seminar
TRANSCRIPT
www.FDIAttraction.com
7 steps to attract
Foreign Direct Investment to your region.
Strategies, tactics and tools for Economic,
Community and Real Estate Developers.
By Xavier HurtadoForeign Direct Investment Consultant
www.FDIAttraction.com
Based on the book:
How to attract Foreign Investors to
your Region: A 7 step roadmap for
economic developers
Strengthening Communities … One Economic Development Professional at a time!
What we’ll cover today
7 key elements to attract the ideal investor to
your community: hotel chains, shopping
malls, business centers, manufacturing and
logistics companies.
A checklist of marketing messages, tools and
tactics to implement on your FDI attraction
campaign.
Our 7 step roadmap to attract commercial,
industrial or touristic investors to visit and
consider investing in your region.
Success stories from diverse regions.
Strengthening Communities … One Economic Development Professional at a time!
Why attract FDI to your region?
Because you want to create more direct jobs
and economic spillover.
Because you want local suppliers to grow.
Because you want to attract more businesses
to your community (commercial or touristic).
Because you want your local colleges,
universities, technical schools, supplier
incubators and accelerators to develop a
more competitive workforce.
Because you want to improve the Quality of
Life of your community.
Because you want to improve the global
perception of your region.
Because you want to position your community
as a global investment attraction hub.
And more….
Strengthening Communities … One Economic Development Professional at a time!
The Time is NOW!
The global economy has shifted previous
production places and business paradigms.
The companies that want to remain or
become competitive in today’s economy will
have to cater the young growing markets at a
low production-distribution cost.
Your community needs your aggressiveness
to bring new business ventures in the region.
If you are late, Investors will take their
financial resources into other regions.
Strengthening Communities … One Economic Development Professional at a time!
About Xavier Hurtado Foreign Direct Investment attraction & Global Expansion Facilitator for Economic and Community Developers
12+ years helping business decision makers to increase
their profits.
7+ years directing, designing and launching foreign
investment campaigns.
International speaker on topics related to foreign direct
investment attraction and business global expansion.
Author of the book: “How to attract Foreign Investors to
your region: A 7 step roadmap for Economic
Developers”.
Author of business expansion and acceleration
publications with a strong focus on marketing strategies,
tactics and tools to attract and retain clients.
Founder president of the international academies and
movements: FDI Attraction Academy (for economic,
community, touristic and industrial developers), Global
Expansion Academy (for commercial, touristic and
industrial companies), Global Consultant Academy (to
help consultants to attract international clients),
Business Acceleration Movement (for commercial,
touristic and industrial companies).
Contact at:
www.XavierHurtado.com
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Traditional way: Trade Shows
I used to attend Trade shows
Investment: $15,000 to $50,000 USD
+ hidden costs (brochures, booth,
goodies, wages, travel expenses).
Average results:
50 business cards per team
member for each day of the trade
show.
Problem – Most attendees are
Marketing and Sales people, not
investors or business relocation or
expansion decision makers.
Best case scenario: 1 investor
attracted to the region.
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Traditional way: Seminars
I organized Seminars
Investment: $30,000 - $50,000 USD +
hidden costs (brochures, banners, hotel
rooms, equipment, meals offered, goodies,
wages, travel expenses of agents + speakers)
Average results:
20 attendees out of a 14,000 decision
makers filtered database invited through
telemarketing and direct mail
Problem – The marketing approach of
“Interruption” has very low conversion rate
(telemarketing)
Best case scenario: 1 to 3 investors
attracted to the region with a very long
sales cycle (from 1 to 4 years)
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Traditional way: Publications & Billboards
Advertising on Publications that Investors and
Business Decision Makers read:
Investment: ranging from $4,000 USD
up to $80,000 USD for a one time full
page ad.
Results: Although plenty of publications
have great readership, calls or emails
rarely came from them.
Other Media: bill boards
Same results: NO CALLS or EMAILS.
Strengthening Communities … One Economic Development Professional at a time!
What was I doing wrong?
Unemployment rates were going up.
Local businesses were either slowing down
or shutting down due to the economic
downturn.
Qualified labor force was moving to other
regions with a higher pay, making
communities less attractive.
Quality of life was going down.
International investors were taking their
projects to other locations.
Trade Shows and traditional methods of
advertising like publications and billboards
were not bringing the needed results.
Online marketing was too complicated to
understand while trying to attract international
investors.
Despite all my efforts, I still had the following pain points:
Strengthening Communities … One Economic Development Professional at a time!
What was I supposed to do?
I knew that I did not want to keep on
spending my marketing and advertising
Budget in the so-called “BRANDING” media
without a measurable return on marketing
investment (ROMI).
I knew that I wanted to increase my investor
attraction rate.
I knew that even if I had analytics of visitors
to my website, I wanted to know who I could
call or send an email to because they
became interested in my region.
These wants made me create a Budget to do
benchmarking from other regions, research,
training, coaching and experiment with new
technologies and campaigns.
Lesson learned: “Don’t let your
MARKETING area issue a check your
community cannot cash”
Strengthening Communities … One Economic Development Professional at a time!
I decided to look for professional training that I adapted to FDI Attraction!
Dani Johnson: Economic growth comes from helping people. The more
people we help …
Frank Kern and Kevin Nations: Investors will start investing in your region
when you start promoting business opportunities and the ROI that they are
investing in!
Ali Brown: Imitate the best practices of the 1%ers who are bringing
outstanding results.
Seth Godin and Frank Rumbauskas: make sure you use attraction and
permission marketing.
Mark Joiner: Implement integration marketing that makes investors hungry
for more information with you.
Russell Brunson: Create forced and limited nurturing campaigns.
Brendon Burchard: create value propositions that can be measured in the
bank with 20:1 ratios.
Mike Koenigs: follow up with your potential investors on their terms,
technology and timing.
Dave Vanhoose: launch a global speaking engagement tour.
Darren Hardy: Plan a compound effect to position you region.
Clate Mask: create a nurturing strategy along the 7 stages of the investor
attraction cycle.
John Jonas: subcontracting marketing tasks.
Jeff Walker: Don’t bank the future of your community on hope marketing.
Mike Filsaime: Launching automated evergreen campaigns.
Among plenty of other coaches, consultants, speakers, authors and
marketers that we came in contact with.
More than $50,000 USD invested in professional training and more than
$2 million US invested in different campaigns and platforms over a 6
year period of time serving different regions.
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI –
What was I doing wrong if this used to work?
Source: www.ZeroMomentOfTruth.com
Stimulus = when Investors learned about the opportunity of my region (trade show,
seminar, magazine ad, etc).
First Moment of Truth = When they decided to contact and visit my region.
Second Moment of Truth = When they invested and tested the results in my region.
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Decision Making Process Researched
The Zero Moment of Truth appeared!
Source: www.ZeroMomentOfTruth.com
Stimulus = when Investors learned about the opportunity of your region (trade show, seminar,
magazine ad, etc)
Zero Moment of Truth = Investors do research on search engines (Google, Yahoo, Bing),
Social Media (Twitter, Linked In, Facebook, Delicious), Videos (YouTube), Podcasts (ITunes),
Referrals, Reviews. Then, based on their own conclusions, they decide if they will contact you
(move on to the first and even perhaps to the second moment of truth).
First Moment of Truth: when potential investors decide to contact you.
Second Moment of Truth: when investors established their companies in your region.
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Decision Making Process Researched
Source: BtoB OnlineFirst, they go to Online
Communities (Social
Networks) and Search
Engines
Then, they look for
whitepapers,
webcasts, videos and
other online
educational media
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – New way: Ebooks & Webinars promoted through Social
Networks
Ebooks & Webinars and Virtual Trade Shows
promoted through Social Networks had better
performance than other strategies due to the
interaction in real time that these tools offer and its
low cost to produce and launch.
Learning curve: new technology for us -webinar
hosting platforms, websites, social networks, driving
qualified investors to ebooks, webinars and tracking
results.
Advantages: no travel expenses, easier to ask
decision makers to sit on their computer for 1 hour
than traveling for 3 or 4 days
Results: On the first webinar, we got 64 potential
investors - We started doing 1 webinar per week.
Then we decided to launch ebooks, with a better
yield: 100+ registrants in the immediate week of its
launch with a yield of 15 potential business cases for
our region (with different sizes and time frames).
Investment to attract them: ranging from $5,000 to
$10,000 USD per ebook or webinar campaign
bringing more than 100 registrants each.
Strengthening Communities … One Economic Development Professional at a time!
FDI Attraction – Lessons Learned about investors
Investors take action when they are ready to do it; not when I am
ready to market my region. That is why I require an investor
nurturing campaign.
Investors do not look only for geographic, demographic and cost
of doing business information: They want to know what the
business opportunities look like and the risk they will imply!
Investors will try to first find customers and distributors than just
venturing to open a facility in a foreign location
Investors will always look for their Return on Investment (ROI).
It’s easier to invite an investor to an organized and scheduled
Commercial Mission than to wait for him to plan for a business trip.
More than incentives, Investors will look for a community that
aligns to their future plans and philosophy.
Investors look for ways to maximize certainty and minimize risk
while investing in a region: from site selection to soft landing
solutions (like foreign business incubators), avoiding red tape and
fines on compliance– investment made easy.
Strengthening Communities … One Economic Development Professional at a time!
Suspect Prospect Lead Opp Investor
Investor Nurturing
Early Mid Late
Lessons learned: The Investor Process to Land in your Region
1. Suspect: potential investors who you
want to attract to your region.
2. Prospect: Subjects that show interest in
our region (at this point we know who
they are).
3. Qualified Lead: Prospects who request
information to start doing business in
your region.
4. Opportunity: Leads who request a
business agenda to visit your region, cost
model simulation, incentives, proposal or
other key information.
5. Investor: An Opportunity that decides to
Invest in your region.
This graph shows the traditional 5 stages of investor attraction to your region.
This is the typical graphic representation to Land Investors in your region.
It is very important that you implement and use the right tools and message at each of the stages
so that you capture, nurture and convert those investors into new businesses in your region.
Strengthening Communities … One Economic Development Professional at a time!
Early Mid Late
Find and
attract
subjects
Capture
Prospects
Educate
and
nurture
leads
Convert
opportunities
Land
Investors
Lead nurturing
Upgrade
InvestorsAttract suppliers
What did I learn about the investment attraction & retention process?
Adding 2 more stages:
“X” 2% 25% 10% 10% 25% 30%
These are the market conversion rates from one stage to another.
So, how many potential investors do I need to reach in order to be successful?
The arrows indicate the
moment when a potential
investors need more
information before
committing to our region
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Lessons learned about Marketing
A large group of investors will do their search online, before
and during their investment research process: I need my
website to be found on search engines like Google, Yahoo
and Bing with investment attraction keywords.
Internet marketing is more than just a website and search
engines: I want to know who is browsing my website so that I
can follow up with them.
Email marketing is not just sending an email (CAN-SPAM
act): it’s a tool to follow up and nurture investors once they
feel attracted to our business potential!
Videos and Podcasts can be engaging media to attract and
educate your potential investors about doing business in your
region, especially if you publish them on portals like YouTube,
Vimeo and ITunes and promote them on social networks like
Facebook, Linked In, Twitter, Digg, Delicious, Pinterest and
Instagram.
Strengthening Communities … One Economic Development Professional at a time!
Attracting FDI – Lessons learned about Marketing
Books and investment guides (printed and
electronic) are a great way to position the
opportunity of investment in my region,
especially if they are translated and distributed
in the countries where potential investors live.
Webinars and virtual trade shows are a great
way to attract, interact and filter potential
investors without large budgets and travel
expenses.
Strengthening Communities … One Economic Development Professional at a time!
The 3 ages of Economic Development Marketing to attract foreign
investors to their region
Here are just some examples. Obviously, the Accelerated Proactive Marketing is the most effective of the 3.
•Advertising: TV, Radio,
Newspapers, Magazines,
websites without valuable
information for their
potential investors
• Contents: centered in
their own regions and
politics.
• Without any metrics on
marketing lead
generation accountability
• Without investor
incubators and retention
programs
• Without supplier
attraction or development
programs
• Advertising: some traditional media combined with social media
•Contents: Fully centered in their own region and politics
• Basic metrics about the market: surveys and analytics
• Without investor incubators retention programs
• With some incipient efforts to learn about supply chain problems
• Advertising: Combination of traditional + social media + mobile marketing
• Contents: investor centered campaigns: showing business opportunities
• Full accountability for marketing budget spent vs lead generation accountability
• Integrated solutions to incubate, soft land and facilitate investment establishment
• Provokes referral marketing through supply chain integration programs
Traditional Marketing
Proactive Marketing
Accelerated Proactive Marketing
Strengthening Communities … One Economic Development Professional at a time!
So, what are the challenges that we face as Economic Developers?
How exactly can we find the right type of
investor for our region?
How can we measure and improve our
marketing efforts to attract and land those
international investors year after year, campaign
after campaign?
How can we help companies grow in my region
so that they attract other companies and
suppliers as well?
How should we integrate a supply chain
integration program?
How can we automate and outsource all the
day-to-day marketing tasks so that we focus on
the strategic part of the process?
How can we position our region at an
international level as soon as possible?
Most importantly, how can we
digest and process all of these
concepts into a step by step
framework that we can
implement with tactics and tools
that work?
With all of the previous lessons learned, we still want to know:
Strengthening Communities … One Economic Development Professional at a time!
Our purpose
We decided to synthetize and systematize our lessons learned into an international program that
helps Economic Developers to by-pass the long learning curve and accelerate their
implementation and investor attraction results, so that we contribute on job generation and
economic spillover throughout the world. That is why we created our:
Are you ready to see our step-by-step framework?
FDI Attraction Academy
Strengthening Communities … One Economic Development Professional at a time!
7 STEPS TO ATTRACT
FOREIGN DIRECT
INVESTMENT TO
YOUR REGION
Our Step-by-Step Framework
Strengthening Communities … One Economic Development Professional at a time!
7 Steps to attract FDI to your region
1. Target the right industries, companies and
Investors for your region.
2. Create an Investment Soft Landing Program.
3. Create an “Investment Opportunity” Seminar
+ Book + Multimedia about your region.
4. Develop a Global Website + Mobile App with
Investment Calculators.
5. Develop an International referral program.
6. Launch an international campaign through
social networks and search engines.
7. Organize and promote seminars, speaking
engagement tours with business associations
and embassies + coordinate commercial
Missions for Potential Investors.
What should each one of these elements include?
How can you get them done in 12 weeks?
Strengthening Communities … One Economic Development Professional at a time!
Step 1: Target the right Industries and Companies
Determine the ideal profile of investor you
want to attract to your region: industrial,
commercial or touristic based on regional
business opportunities potential and supply
chain needs with regional purchasing pools
out of your clusters and associations.
Identify the best players that match your ideal
investor profile on the international arena,
including associations and affiliations.
Select the top 10 companies and create their
full profile: What they do, where, how, why
and for whom.
Find a Champion inside their company and
contact him/her.
Create a strategy to align your region to fit
their vision and opportunities for growth.
Create a “Unique Value Proposition” for the
company.
Pre-sell the shift for their company and for
your region.
Strengthening Communities … One Economic Development Professional at a time!
Case Study #27: Chihuahua’s Aerospace Cluster
They created a long term vision: assembling a
complete aircraft in the region.
They performed a reverse engineering study to
determine the different processes that were required
to assemble the complete aircraft.
They made a current capabilities assessment that
they compared against the reverse engineering study
to determine what they were missing in the region.
They developed a 10 year roadmap to integrate the
processes that were missing by attracting or
developing key suppliers, talent and infrastructure.
At this point, it was very clear the specific profile of
companies that the region needed to attract.
Strengthening Communities … One Economic Development Professional at a time!
Step 2: Create an Investment Landing Program
Gather local information that could be of value for the
foreign investor: infrastructure, accessibility, connectivity,
quality of life, supply base, academic infrastructure, etc.
Offer Site Selection Assistance: to find strategic real estate.
Offer Location & Integration Services: suppliers, distributors,
real estate, funding sources, logistics providers, etc.
Offer Match-Making B2B agendas.
Offer incentives: land, training, certifications, technology
transfers, etc.
Develop a Start Up Incubator Program: offer cutting through
the red-tape fast track start up or incubator programs.
Develop a local administrative umbrella program for
international investors: legalities, customs, human
resources, fiscal, accounting, compliance, and so on.
Strengthening Communities … One Economic Development Professional at a time!
Case Study #25: A National Manufacturing Association creates a global
purchasing pool
The national manufacturing association “INDEX” in Mexico identified
common needs of foreign supplies in different regions. For example,
they identified US$4 Billion needs in tooling that were being imported
from 3 different countries.
So, they integrated those commodities into purchasing pools to be able
to attract foreign suppliers with a solid business case.
Then they created a program including government incentives and an
“all inclusive” incubator model to facilitate the establishment of small
distribution centers or even production lines of those needed processes.
Now they are hosting different
seminars, B2B events and commercial
missions to connect those
international suppliers with purchasing
decision makers of the needed
products and services in the country.
Strengthening Communities … One Economic Development Professional at a time!
Step 3: Create an “Investment Opportunity” Seminar + Book + Multimedia
about your region
Create a seminar, book and videos that show the business
opportunity in your region, including:
Local and Regional market composition: consumers,
distributors, competitors and local suppliers.
Human resources: availability, cost, turnover, skillset,
wages, benefits, productivity and quality.
Business environment, Infrastructure & Quality of life:
success stories of similar companies in the region.
Start Up and Operational permits (entry, operational
and exit barriers) and operational cost models.
Infrastructure, accessibility, connectivity, real estate,
utilities availability.
Soft landing, incubator and start up programs: step by
step process to start business operations in your
region.
Guide investors into the next step: a consultation call,
assessment, regional business agenda, site selection
analysis or commercial mission.
Once all of this is
documented, you
should convert it into a
book and seminar to
distribute it through
Embassies and
Business associations
in foreign countries.
Strengthening Communities … One Economic Development Professional at a time!
Case Study #31: Economic Developers support and sponsor the
organization of “Supplier days” for OEMs and tractor companies.
Economic developers and industrial associations have
supported and sponsored the organization of “Supplier Days”
so that OEMs and tractor companies such as Ford, Daimler,
Chrysler, Nissan, Navistar, GM, Toyota and VW can attract
foreign suppliers near their operations to mitigate lead time
and logistics costs.
This is the same case for Aerospace companies such as
Beechcraft, Bombardier, Honeywell, and some other industries
like medical devices, electronics and food industry with whom
a purchasing pool can be integrated into a business portfolio
making it attractive for foreign suppliers to expand or relocate
operations.
That is the perfect opportunity for Economic Developers to
offer soft landing programs and regional business agendas.
Strengthening Communities … One Economic Development Professional at a time!
Step 4: Develop a Global Website (mobile device friendly) + Mobile APP
with investment calculators
The Investment Opportunity including FAQs,
Cost Simulator, Testimonials and Success Stories.
Investment Landing Program.
Local information: maps, infrastructure,
connectivity, accessibility, quality of life, videos,
whitepapers and downloadable flyers.
Investor capture pages offering your webinar,
ebooks, whitepapers, etc.
An investor education nurturing system: with
drip marketing carrying key content and calls to
action to join commercial missions or to request
business agendas or proposals.
Multiple languages (keyword optimized) and
with international access telephone numbers.
Website viewable on any internet browser and
device.
Your regional website must contain:
Strengthening Communities … One Economic Development Professional at a time!
Step 4: Develop a mobile app with Geolocation features
You must create a mobile app for Apple and Android devices
(tablets or smartphones) with the following information:
Business opportunity.
Business model costs (calculator).
Real estate geolocation.
Photo gallery of buildings, quality of life amenities,
companies established in the region, etc.
Local information: infrastructure, connectivity, population,
quality of life, etc.
Business directory classified by industry.
Government incentives to establish business operations.
Soft landing and incubator program.
Meeting scheduler.
Social media connectivity.
According to the American
Marketing Association, the entity
that does not have a mobile
marketing strategy starting 2015
will be out of the market soon.
Strengthening Communities … One Economic Development Professional at a time!
Step 4: Develop an investment calculator with a personalized report
on your website
Ask them key numbers to configure their
business model as it would run in your region:
Type of business
Workers
Managers
Sq. Ft or Sq. M. of facility
Energy usage
Water usage
Shipments
Other costs
Then provide a tailored report with those
numbers bringing a Total Cost Equation that
they can compare to other regions on a 1-to-1
call with your team.
Strengthening Communities … One Economic Development Professional at a time!
Case Study #53: Nissan & Mazda in Central Mexico
Nissan has grown in Aguascalientes.
Mazda decided to establish operations in
Guanajuato.
Both companies interested in serving Mexico’s
and Latin America’s growing population with young
families.
Since 2012, more than 180 suppliers decided to
establish their operations in that region and it’s
projected to grow to 200 suppliers by 2015.
That movement will create more jobs and local
suppliers development.
Strengthening Communities … One Economic Development Professional at a time!
Case Study #73: Bombardier & Eurocopter in Queretaro, Central Mexico
Economic developers targeted Bombardier
Aerospace & Eurocopter, as well as their
suppliers.
Then, they joined different Aerospace
Associations in their countries of origin to
network and fully understand their needs.
Then they created the Aeronautical University
(only one in Mexico as a country).
They offered a good package of government
incentives.
A world class construction company made
their facility on a Build-to-Suit mode.
They are starting to attract suppliers and
create jobs in the region.
Strengthening Communities … One Economic Development Professional at a time!
Step 5: Develop an International referral program
1. Find local product and service providers that would
benefit from the new Investment in the region and
ask them to offer a finders fee for brokers or
promoters in other regions:
Real Estate Providers & Construction
Companies
Logistics & Packaging Providers
Human resources: recruitment, training and
payroll providers
Other service providers
2. Then launch a campaign to capture the active
promoters you need to bring your targeted
companies to your region segmented by industry.
Business Associations
Embassies & Consulates
Consultants & brokers
3. Build a training program for your international
promoters and make sure you provide them with all
the marketing materials they need, including a
tracking system for their marketing efforts.
Strengthening Communities … One Economic Development Professional at a time!
Case Study # 47: Touristic Developments in Mexico
Entrepreneur discovers a natural reserve
and converted it into an International
touristic attraction: Xel Ha, the origins of
CANCUN, Mexico. A great pool of touristic
and commercial investors
4 entrepreneurs design an amusement park
named originally REINO AVENTURA
(Adventure Kingdom) in Mexico, Six Flags
today.
A group of hotel owners decided to grow
tourism from baby boomers into Torreon,
Mexico, integrating services like golf,
Mexican restaurants, and so on.
Strengthening Communities … One Economic Development Professional at a time!
Step 6: Launch an international campaign through social networks and
search engines.
Social Networks:
Linked In: Company page, professional
profiles and discussion groups
Facebook: fan pages, groups and accounts
Multimedia:
Youtube
Itunes
Slideshare
Flickr
Google, Yahoo and Bing in native languages:
Search engine registration
Article marketing
Press release marketing
Q&A portals
Microsites: Wikipedia, Google sites, etc
Online directories
Once you have developed and published the ebooks, videos, reports and promotional material of the
investment opportunity in your region, it is now time to launch an international campaign to get
positioned in search engines and social networks
Strengthening Communities … One Economic Development Professional at a time!
Case Study #81: Medical Tourism in Mexico
Hospitals and touristic agencies have
organized different tours for patients
from all over the world
They have pushed doctors to specialize
on: dental services, orthopaedia,
arthritis, cancer, heart disease,
diabetes, and so on
They promote investment not only on
hospitals and medical services, but also
on specialized transportation and
wellness services
Strengthening Communities … One Economic Development Professional at a time!
Step 7: Organize and promote seminars, speaking engagement tours with
business associations and embassies + coordinate commercial Missions
for Potential Investors.
Review calendars of events, conventions,
conferences and seminar opportunities with
embassies, consulates and international
business associations to promote the
opportunity of investment in your region.
Organize 4 commercial missions per year
promoting visits to:
Foreign Companies in the region,
associations and suppliers.
Academic and R&D Institutions
Infrastructure Points of Interest: airports,
seaports, etc.
Real Estate Facilities
Show them regional development
projections and how to get government
incentives
Visit golf courses, restaurants and clubs
(quality of life)
Show them your incubator and soft
landing program.
Strengthening Communities … One Economic Development Professional at a time!
Case Study #95 Fisher & Paykel in Reynosa, Mexico
New Zealand appliances company.
They were thinking on starting up operations in
America to serve the US market.
The New Zealand Embassy and the Economic
Development office from Reynosa organized a
commercial mission.
They found a very similar operation in the region
of Reynosa, Mexico, right on the US border with
McAllen, TX.
They decided to acquire and expand that existing
operation.
Strengthening Communities … One Economic Development Professional at a time!
Go Implement – Spheres of Control Philosophy
To launch you FDI Attraction
campaign, focus on the things you
can control first.
Then continue with the actions you
can take to influence on the
changes you need on your
environment to attract FDI.
Do not depend to the outer sphere
where you can’t influence or control
the inputs, much less the outputs.
No Control or Influence
Influence
Control
Strengthening Communities … One Economic Development Professional at a time!
7 Steps to attract FDI to your region
1. Target the right industries, companies and
Investors for your region.
2. Create an Investment Soft Landing Program.
3. Create an “Investment Opportunity” Seminar
+ Book + Multimedia about your region.
4. Develop a Global Website + Mobile App with
Investment Calculators.
5. Develop an International referral program.
6. Launch an international campaign through
social networks and search engines.
7. Organize and promote seminars, speaking
engagement tours with business associations
and embassies + coordinate commercial
Missions for Potential Investors.
When will you start your FDI Attraction Program & Campaign?
START NOW with the NEXT STEPS
Strengthening Communities … One Economic Development Professional at a time!
Will YOU Be Our Next Success Story?
At FDI Attraction Academy we are on a Mission:
To help Economic Developers to attract Industrial, Commercial
and Touristic Investment projects to their regions or project
through the Strategic Planning and Promotion of commercial
missions and global investor attraction Campaigns.
We invite you to accept our challenge:
“Launch your global campaign to attract foreign
investors to your region in 12 weeks”
Strengthening Communities … One Economic Development Professional at a time!
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Week 7: Structure and launch an international referral or brokerage program.
Week 8: Organize and schedule commercial missions with clusters and associations.
Week 9: Schedule presentations at events organized by embassies and consulates.
Week 10: Organize in-person and/or virtual trade shows with B2B meetings.
Week 11: Launch your commercial missions and books marketing on social networks.
Week 12: Launch your commercial missions and books marketing on search engines.
Week 1: Target the right industries, companies and Investors for your region.
Week 2: Create a soft landing and incubator program for foreign companies.
Block 1:
Value
Proposition
Creation
Week 3: Transform your Value Proposition into a Seminar and Book.
Week 4: Transform your seminar into an automated webinar to post on your website.
Week 5: Create a multilingual website with investor capturing and nurturing technology.
Week 6: Create a mobile app about your region.
Block 2:
Global
Marketing
Campaign
Design
Block 3:
Global
Marketing
Campaign
Launch
What contents will we cover each week?
Strengthening Communities … One Economic Development Professional at a time!
This week we will guide you to:
Launch a regional long term vision plan integrating the needs and
budgets (business opportunities from purchasing pools) of the triple
helix (industry, academia and government).
Integrate a directory of potential companies to attract to your region
based on the business opportunities already detected.
Identify the Commercial Offices of embassies and consulates of the
targeted foreign companies that could offer their products and
services in your region.
Identify events and trade shows where the targeted companies will
be participating.
Identify the different business associations where the targeted
companies gather.
Identify key decision makers out of the targeted companies on
Linked In and Data.
Week 1: Target the right industries, companies and Investors for your region.
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Now we will guide you to:
Document all the site selection information required to facilitate a cost-
effective location decision: infrastructure and real estate.
Document all the suppliers and distributors that could support or
integrate with the international investors.
Document all the human resources information: skills, academia,
unions, costs and trends.
Document all the international trade information: customs & logistics.
Document all the start up legal, operational and environmental permits.
Document all the costs of doing business in your region.
Create an incubator program that offers a turn-key integrated solution
minimizing start up legal or cultural risks.
Offer assistance to start sales or distribution operations in your region.
Week 2: Create a soft landing and incubator program for foreign companies.
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Now we will guide you to:
Reveal the business opportunity to be served from your region
showing graphs and projections.
Show a step-by-step program to start doing business in your region
(your soft landing and incubator program)
Interview local business owners and foreign investors already doing
business as testimonials of your pro-business environment.
Week 3: Transform your Value Proposition into a Seminar and Book.
Publish your directory of companies doing business in your region including capabilities and
needs in their supply chain.
Show a cost model simulation that makes investors understand how much it will cost them to
start doing business in your region, including human resources, real estate, utilities,
compliance, and so on.
Show links to key sections on your website to download maps, real estate flyers and to access
the information that needs to be updated on an ongoing basis.
As a call to action, offer a scheduled commercial mission to host them in your region or offer a
straight proposal.
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Week 4: Transform your seminar into an automated webinar to post on your website.
At this point we will guide you to record an automated
webinar for your region and schedule live webinars at
least once per month.
You will convert the seminar presentation into a
video where you or someone from your team explains
the “Investment opportunity” and “soft landing
services” in your region.
You will then post it on demand and synchronize it to
the investor nurturing system where you will give
more arguments, stories, testimonials and calls to
action to request a tailored cost model or a business
agenda.
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Week 5: Create a multilingual website with investor capturing and nurturing technology.
At this point, you should be ready to start the creation of your global website and
videos, where you will be guided to:
Integrate the Investment Opportunity including FAQs, Cost Simulator,
Testimonials and Success Stories.
Include your Investment “Soft Landing Program”.
Have all your local information: maps, infrastructure, connectivity, accessibility,
quality of life, videos, whitepapers and downloadable flyers.
Design investor capture pages offering your webinar, ebooks, whitepapers, etc.
Create and design an investor relations and education nurturing system: drip
marketing with key content and calls to action (Frequently Asked Questions and
Should Ask Questions).
Translate your website presentation to different languages (1 pager with a call
to action to your English version).
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Week 6: Create a mobile app about your region.
Now we will guide you to develop a mobile app integrating:
All your “Investment Opportunity” information.
Access to the cost model simulator.
Access to the regional directory of companies
established in the region.
Key locations into a regional map that they can
synchronize with their GPS.
Information about your commercial missions and soft
landing services.
Business agendas services.
Meeting scheduler.
Contact information with a 1-touch-dial system.
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Week 7: Structure and launch an international referral or brokerage program.
This week we will guide you to:
Determine all the companies that offer products and
services that could offer a commission or finders fee to
international brokers who bring business to your
community.
Integrate a promotional catalog to educate brokers
about those products or services.
Install a tracking system for your international
promoters so that they can monitor the progress of
their prospects.
Host and record presentations explaining the benefits
and compensation plan of your referral program.
Launch an international campaign looking to attract
consultants and brokers.
“Attract Foreign Investors in 12 weeks”
Hands-on training.
Strengthening Communities … One Economic Development Professional at a time!
Week 8: Organize and schedule commercial missions with clusters and associations.
During this stage, you will be guided to visit and arrange with
local decision makers the future SCHEDULED visits of
foreign investors, making them aware of the objective and
integrating them into an economic development team.
Commercial missions usually have a guided visit to:
Government offices: to learn about the region and
incentives.
Local and foreign business owners established in the
region, including suppliers, distributors and potential
commercial representatives.
Logistics and real estate infrastructure.
Academic and quality of life infrastructure.
Soft landing service providers and business incubators.
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Strengthening Communities … One Economic Development Professional at a time!
Week 9: Schedule presentations at events organized by embassies and consulates.
At this point, you will be guided to get in touch with the
Commercial Officers or Aggregates of more than 50
countries, being able to attend at least once per quarter to
one of their International Trade events where you will be
able to share the business opportunity of investing in your
region.
At these events, you will be able to promote:
Your printed and online investment guides.
Your cost simulator to start doing business in your
region.
Your business services match making services.
Your soft landing and incubator services (how to start
doing business in your region)
Your scheduled commercial missions.
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Strengthening Communities … One Economic Development Professional at a time!
Week 10: Organize and schedule commercial missions with clusters and associations.
At this point you will be able to integrate a directory of industrial
and business clusters and associations in different countries so
that you can give your seminar or lecture presentation on “Why
doing business with your region”.
There are international and local organizations that gather
companies from different regions around the world such as:
Chambers of Commerce
World Trade Center
Industrial Associations: Aerospace, Appliances, Automotive,
Electronics, Medical Devices, Plastic injection molding,
Machining, Finishings, and so many others.
Rotary Club
The best of all is that they are looking to have presentations like
the one of your region that encourages global trade.
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Strengthening Communities … One Economic Development Professional at a time!
At this stage you will be guided to launch the investor attraction campaign
Prepare and launch a scheduled campaign for social media: Twitter,
Facebook, Flickr, Delicious, Digg and Linked In (discussion groups).
Prepare and launch promotional presentations on Slideshare,
Powershow and Issuu.
Prepare and launch videos on YouTube, Vimeo and other video portals.
Schedule, record and post interviews in the shape of frequent podcasts
on your website.
Prepare and launch an international press release.
Prepare and launch articles and case studies to promote your region
and then post them on your blog and article sites.
Send direct mail invitations to targeted investors for the seminar or
webinar.
Weeks 11 & 12: Launch your commercial missions and books marketing on social networks and
search engines.
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Strengthening Communities … One Economic Development Professional at a time!
Virtual academy with live sessions through
teleconferences and webinars.
Length: 12 weeks with 2 sessions per week: 1
for content and the other one for questions and
answers (Q&A).
24/7 access to our private members site with
marketing materials, ebooks and tools.
Intended for economic, community, industrial
and touristic developers looking to attract
international investors to their regions.
Limited seats: 40 openings per group.
Admission process: you need to apply and get
an Investment Attraction Assessment.
Investment:
Individuals: 1 payment of US$997 or 3 monthly installments of US$397
Governments or companies: US$9,955 per group with up to 20 attendees
Pre-requisite:
Implementation commitment
Methodology
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Strengthening Communities … One Economic Development Professional at a time!
Leaks at the investor attraction stage.
Leaks at the investor engagement and nurturing stage.
Leaks at the investor conversion stage: commercial missions.
Leaks at the investor soft landing stage.
Leaks at the supply chain integration stage.
Request your complimentary Investment Attraction
Assessment when you register for our 12 week program at:
http://www.FDIAttractionAcademy.com
When you get registered, you will receive an Investment Attraction Assessment that will help us review
your current investor attraction process with the following reports:
Do you want to know your FDI Attraction SCORE?
“Attract Foreign Investors in 12 weeks”
Hands-on training organized in 3 blocks:
Strengthening Communities … One Economic Development Professional at a time!
Start your Foreign Investor attraction campaign now!
Option 1:
Join our Challenge and learn how to
“Attract investors in 12 weeks”
http://www.FDIAttractionAcademy.com
Option 2:
Request our Foreign Investment
attraction services:
http://www.fdiattraction.com/request
-a-proposal.html
www.FDIAttraction.com
If you have any questions or
comments contact us!
By Xavier HurtadoForeign Direct Investment Consultant
www.FDIAttraction.com