mc 13 14 strategy
DESCRIPTION
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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
Empower Russian youth through GCDPo
revolution. Deliver 1440 leadership XPs.
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
Empower Russian youth through GCDPo
revolution. Deliver 1440 leadership XPs.
Open real Russia to the world through GCDPi
evolution. Deliver 2850 leadership XPs.
WHOLE MC TEAM DELIVERABLE
MC TEAM PLAN LOOKS LIKE THIS:
Strategic plan Operational plan
Empower Russian youth through GCDPo
revolution. Deliver 1440 leadership XPs.
Open real Russia to the world through GCDPi
evolution. Deliver 2850 leadership XPs.
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
Empower Russian youth through GCDPo
revolution. Deliver 1440 leadership XPs.
Open real Russia to the world through GCDPi
evolution. Deliver 2850 leadership XPs.
Strategic focus 1: Customer centricity
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
Empower Russian youth through GCDPo
revolution. Deliver 1440 leadership XPs.
Open real Russia to the world through GCDPi
evolution. Deliver 2850 leadership XPs.
Strategic focus 1: Customer centricity
Strategic focus 2: TXP driving GCDP
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
Empower Russian youth through GCDPo
revolution. Deliver 1440 leadership XPs.
Open real Russia to the world through GCDPi
evolution. Deliver 2850 leadership XPs.
Strategic focus 1: Customer centricity
Strategic focus 2: TXP driving GCDP
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