roadmap for success building for the future growing fiabci through a new management, retail &...
DESCRIPTION
UNDERSTANDING CURRENT SCENARIO - EXTERNAL FIABCI today: Prix d ’Excellence Awards provides prestige and recognition Involvement in global NGOs (UN, IMF, etc.) provide excellent exposure Our active role in International Ethics Standards Coalition Strong brand recognition Opportunities for growth through, Chapters, Principal and Academic Members 3TRANSCRIPT
ROADMAP FOR SUCCESSBUILDING FOR THE FUTURE
GROWING FIABCI THROUGH A NEW MANAGEMENT, RETAIL & ASSOCIATION MEMBERSHIP MODEL
KIRKOR AJDERHANYAN, WORLD PRESIDENT ELECT (2016-2017)
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UNDERSTANDING CURRENT SCENARIO - INTERNAL
FIABCI today: Declining individual membership (2,500); limited grass
roots involvement Committees not productive due to limited resources:
people, professional support, and management strategy Organization constrained by limited financial resources
(based only on membership dues) Principal Members (86) more focused on domestic interests Bottom line: Insufficient value for dues dollars
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UNDERSTANDING CURRENT SCENARIO - EXTERNAL
FIABCI today: Prix d ’Excellence Awards provides prestige and
recognition Involvement in global NGOs (UN, IMF, etc.) provide
excellent exposure Our active role in International Ethics Standards Coalition Strong brand recognition Opportunities for growth through, Chapters, Principal and
Academic Members
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VISION: GROW FIABCI THROUGH INCREASED RELEVANCY TO CURRENT & PROSPECTIVE MEMBERS
Explore new ways to:Communicate & exchange informationCreate business opportunitiesPromote & deliver member benefitsExplore new / additional revenue models
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KEY TENETS FOR MY CANDIDACY Emphasis on business opportunities – on and offline A “retail model” approach to member services Increased global awareness/recognition of FIABCI Greater involvement of FIABCI Chapters and
Principal Members Commitment to young professionals Reorganization of administration model; including
Chapter support Innovative approach to revenue generation
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INCREASED BUSINESS OPPORTUNITIES: ONLINE FIABCI.org – Enhanced emphasis on member business
Focus on networking, referrals and business opportunities Knowledge database (online library, market reports, economic
data, etc.) Tools for deal, investment and market analysis; country risk
profiles Profit from structured referral systems Better use of social media; creation of FIABCI YouTube channel New technologies to support connecting, sharing & information
dissemination / marketing among members Promote Principal Members education, technology & training
services Connect local Chapters / access to national websites
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INCREASED BUSINESS OPPORTUNITIES: OFFLINE FIABCI Congress / Regional Meetings & Events
Evaluate / reconsider all topics not related to business / enhancement of our profession
Adapt new FIABCI Events Manual Reorganize business sections to be more attractive Organize Markets Panorama according to member interests Facilitate open forum / speaking opportunities for Chapters at
all FIABCI events; organize Marketing, Education & Technology webinars
Schedule major FIABCI events with Principal Members events to leverage marketing, logistics, etc.
Create International Events Calendar in coordination with Chapters, PMs
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RETAIL MODEL APPROACH
Rethink our product FIABCI as a product mall World Council serve as “stores” Offer FIABCI tools; unbundled PM best practice
products and services Creates sponsorship opportunities Win-Win for FIABCI, Chapters, PMs (&
members!)
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INCREASED GLOBAL AWARENESS / RECOGNITION OF FIABCI
Leverage global recognition with important industry groups for influence
Leverage global recognition with non-industry groups that are a source of business or funding Develop / promote clear value proposition to membership Produce promotional materials for international / national / local use Implement a branding campaign at all levels; brand protection
efforts Enhance media relations program to position FIABCI as a source of
industry expertise Secure professional assistance to support leveraging of global
recognition
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COMMITMENT TO YOUNG PROFESSIONALS: PREPARING OUR FUTURE LEADERS
Marketing / membership campaign targeting young professionals Leadership development opportunities with committees, World
Councils, etc. Mentoring program organized through Chapters and / or with local
universities Promotion of FIREC and Principal Members education, e.g., through
REALTOR University®, and from other PM education potentials Create partnership with business / professional schools to develop
trainee programs Exploration of fee models that support young professional recruitment
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ORGANIZATIONAL STRUCTURE
Organize for best possible sufficiency and efficiency with a new governance model
Provide voice for Chapters; leverage their knowledge of member needs
Greater involvement of FIABCI Chapters and Principal Members thru the creation of their respective Councils
FIABCI Chapter Coordination Offices to grow FIABCI in current and NEW markets
Advisory Council of seasoned professionals “City” chapters in large markets Committee representation from all members with a clear road
map Leverage grassroots structure of FIABCI Principal Members
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CHAPTER SUPPORT
Professional marketing support available, as needed
Strategic Chapter support through: Exploration of subsidies to attract new
members Increased integration of FIABCI key activities at
Chapter level (Prix d ’Excellence, UN Mission) Encouragement of cross-Chapter interaction /
program alliances Coaching support; strategic sessions for FIABCI
growth
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INNOVATIVE REVENUE MODELS
Explore, and research… Opportunities to reduce Chapter fees while
introducing membership incentives New member fee models
Leverage “Association Member” category Individual members of Principal Members Attract corporate sponsorships
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ASSOCIATION MEMBERS: KEY TO GROWTH SERVING CHAPTERS & PRINCIPAL MEMBERS AT NO-COST
Goal: Generate revenue through power of association membership of FIABCI Principal Members
Strategy: Identify & facilitate sponsorship alliance between a FIABCI PM and 3rd-party sponsor seeking global exposure / market information
Value Proposition: Shared revenue for FIABCI PMs and FIABCI Practitioner members have access to best practice
global products & services FIABCI positioned as “go-to” source for access to
industry Today: 2500 members; development of recognition by
promotion of association membership Tomorrow: Growing membership strengthened by
association membership of PMs. Instead of 43 Chapters today, largely increase the number of Chapters worldwide.
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ASSOCIATION MEMBERS: KEY TO GROWTH SERVING CHAPTERS & PRINCIPAL MEMBERS AT NO-COST
Key Points about Association Member Model Member category already exists, but never fully marketed in the
past No dues paid by PM or individual members
They may not use logo or receive member benefits PM retains/controls of all member data
PM reports total # of members to FIABCI PM agrees to send regular newsletter from FIABCI
Via newsletter…. FIABCI promotes its programs/service and individual
membership FIABCI provides access to market by sponsors (generating non-
dues revenue) Results in increased interest from PM member to become
regular FIABCI members
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ASSOCIATION MEMBERS: KEY TO GROWTH EXAMPLES OF REVENUE MODEL
Example #1 USA PM wants to build alliance with European organization to
market online training program. $2K is needed to customize for European market; Microsoft is
interested partner. USA and European groups build platform with Microsoft
support/funding in exchange for marketing considerations through FIABCI newsletter.
10% of revenue goes to FIABCI HQ; 10% to FIABCI Europe. Example #2
PM developer group in Brazil wants to promote with CISCO an education program about smart buildings to all professionals worldwide.
Same strategy follows as in Example #1. Development of program for our PM to deliver to all FIABCI
Association Members worldwide. Revenue shared between PM, FIABCI HQ and FIABCI Brazil.
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TAPPING INTO EXISTING PROPOSALS AND IDEAS
2014 – 2017 Strategic Plan objectives Technology Branding, marketing, PR Financial Membership And more…
Association governance best practices Strategic planning Operations Role of volunteers
Role of General Assembly; strengthening the structure of FIABCI
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THANK YOU!
A Shared VisionQuestions
Kirkor Ajderhanyan