1. Make
Happen

2. Why IT and not … ?

3. Why IT?
It has become appallingly obvious that our
technology has exceeded our humanity.
~Albert Einstein
Computing is not about computers any
more. It is about living.
~Nicholas Negroponte

4. Organisations
Looking for talents familiar with the most cutting edge
technologies
Young People
Looking for places where they can put their
knowledge into action before start working.
IT integral part of
future business leaders!

5. IT in numbers
8000
7000
7000
40%
6000
5%
5031
5000 4802
4031
4000 IT
GIP
3000
46%
35%
2000
1600
1095
1/4
1000 807
517
0
2009 - 2010 2010 - 2011 2011 - 2012 2012 - 2013

6. The How of IT…

7. Segment Intensive Up-sell in
Supporting Right S&D base
Quality the
Market Product Channel Delivery
Sales segments
Tracking &
Right People Right Time Evaluation
Method

8. Clarification:
If we want to grow IT
we need to understand IT!

9. Why?
1. It’s like speaking the same language with
someone. It doesn’t matter the topic, if you agree
or disagree, but it’s basic to make a conversation
and make a deal.
2. Because of the profile of the people we need to
“deal” with. (students/companies)
Tech People are because of their studies tend to
o Be really practical
o Challenge almost everything, difficult to take something for granted
3. Has significant impact in selling and delivery
process

10. 3. Impact
Imagine… without having “IT understanding”
• Try to convince an organisation to invest money on a
AIESEC IT internship.
• Try to convince a IT student to choose AIESEC for
his/her practical internship
• Try to manage your supplier for IT talents
3 possible options
• Don’t succeed
• Succeed but set wrong expectations
• Succeed by lack

11. How to improve
IT understanding
in my organization?

12. we need to know
• Your Current State
• Need to know the profile of your membership
• Need to know your alumni and partners

13. Current State?
• How many sellers from the IT ICX project have IT
background?
• How many IT students did you recruit in this
recruitment (TMP)?
• How many of your IT sellers (ICX.OGX) feel
comfortable to discuss an IT related topic?

14. How?
IT Education cycles Recruit Technical People
Create FB/Linkedin groups 1. Recruit your friend
Current with your Technical members Reward, GIP internship 20%
members with - Create content for off
Technical education 2. On going opportunity to
background - Interact with non AIESEC join AIESEC
IT Students
1. Have constant interaction 1. Talk about AIESEC to IT
Use about IT trends updates students
champions in 2. Create together national IT 2. Create testimonials
companies/ education cycle 3. Shoot Videos and promote
University, alu 3. Ask from professors to them
mni train you 4. Press release

15. Market
Segmentation

16. Common Need!
Need for the same kind of TALENT!
IT

17. IT Segmentation
We chose as elements of our segmentation
the
• Product that the organisation sell to the
market
• Size of the organization

18. IT
Embedded Desktop
Networking Server Apps
Apps Apps
Telecommu Web Mobile
nications Services Apps
Web Apps Games
Web
User Apps
Hosting

19. Telecommu
nications Telecommunications
An organization that provides voice or data
transmission services.
A company that specializes in making carrier-class
hardware and software, such as Alcatel Lucent, Nortel
Networks etc

20. Web Apps
Web App/Services
• A company that provides software running on the
application level of the Internet.
• [web app] Create applications that run in our web
browsers (Chrome, Opera, Safari etc)
• [web service] Provide resources to other
applications ( search, computations etc)
Examples:
• TCS – myaiesec.net
• Google – Google apps (mail, calendar etc)
• “Log in with FB account”

21. Web
Hosting Web Hosting/Cloud
• Web hosts are companies that provide space on
a physical or virtual server owned or leased for use
by clients.
• Mainly big and some times medium size companies
Examples:
• Amazon – AWS cloud
• Site5 - Hosting products
• TCL – hosting of myaiesec.net

22. Embedded
apps Embedded Applications
• A company that focuses on implementation of
embedded software.
Example:
• Apps running on a car
• Apps running in a production line

23. Mobile
Apps Mobile Applications
• A company that is focusing on the creation of apps
running on smart phones.
• Mainly start ups.
Examples:
• Google maps mobile
• Facebook mobile apps

24. Games
Games
• A company that is developing graphically
demanding computer games.
Examples:
• EA games – FIFA
• Nintendo – super mario
• Rockstar – GTA San Andreas

25. Games
Mobile Games
• A company that is developing games designed for
smart phones
• Lower graphic demands
Examples:
• Rovio – Angry Birds

26. User Apps
User Applications
• Company that focuses on development of locally
running desktop apps.
Examples:
• Microsoft – Microsoft office
• ESET – Nod 32 Antivirus
• Mindjet – Mind manager

27. Keep in mind that…

28. You can always segment your IT
market in terms of:
1. Business to Business
(B2B)
2. Business to Customer
(B2C)

29. 2. B2C
AI Office - Internet Provider Company
1. Business Model is to increase sales, revenue, make
company bigger
2. Most of the employees are doing marketing and sales
3. Only a small percentage is doing IT

30. 1. B2B
TATA- Outsourcing IT company
1. Specific partners - Project Based revenues
2. Deliver more to their partners = more revenue
3. Need to hire people all the time – project needs
4. Short term and specific demands
5. Most of the people work in IT and only few people in
Marketing and sales

31. Student
• We follow the same logic for the OGX side of IT
• We define segments and then the strongest
characteristics of this segment
• Be careful! Segments can be not only your faculties
but also other like:
o Alumni Association of your Uni
o Youth Organisations in your Uni
o Other organizations OUTside of your Uni

32. Watch this GCP from
Colombia
• Click HERE

33. Product

34. Sub Product Matrix
Market
Segments Mobile Apps User Apps Mobile Games
IT profile A
IT profile B
IT profile C
Products

35. IT Product
Market Segment Top Profile needed (Must to have)
Background
Network Management & Data Transmission
Telecommunications Software Development and Programming
Systems Analysis and Design
Mobile Technology
Skills
UNIX/Linux OS
TCP/IP
LAN (local area network)
SQL
HTML
Not many Small Medium size Companies in this category

36. IT Product
Market Segment Top Profile needed (Must to have)
Background
Web Development and Management
Database Management
Web App/Services Development Software Development and Programming
Skills
SQL
PHP
MySQL
CSS
Unix/Linux
Size of the company influences the requirements
Small <10 /Startups
• Ruby (on rails)
• PHP
Big > 50
• Java
• C#

37. IT Product
Market Segment Top Profile needed (Must to have)
Background
Mobile Applications
Mobile Technology
Software Development and Programming
Mobile Applications (Big) Skills
(Similar to User Apps) C#
C++
Java
Unix / Linux
Background
Mobile Applications
Mobile Technology
Software Development and Programming
Skills
Mobile Applications (Small) SQL
PHP
MySQL
CSS

38. IT Product
Market Segment Top Profile needed (Must to have)
Background
Software Development and Programming
Gaming (Artificial Intelligence)
(Systems Analysis and Design)
Skills
C
C++
Java
UNIX/Linux OS
• Gaming is a challenging segment to focus (3D
requirements)
• Normal Games usually are created by big size companies
• SMEs & Start Ups more mobile games
• Mobile gaming is opportunity – No 3D requirements

39. IT Product
Market Segment Top Profile needed (Must to have)
Background
Mobile Applications
Mobile Gaming Mobile Technology
Software Development and Programming
(Artificial Intelligence)
(Systems Analysis and Design)
Skills
Eclipse
UNIX/Linux OS
HTML
CSS
Java

40. IT Product
Market Segment Top Profile needed (Must to have)
Background
Global Internship
User Apps Software Development and Programming
Systems Analysis and Design
Skills
C#
Java
C++
Eclipse
UNIX/Linux OS

41. EP side

42. IT Product
Market Segment Top Profile needed (Must to have)
Background
Software Development and Programming
Systems Analysis and Design
Youth Technical Skills
Organisation (a) C#
Java
C
PHP

43. IT Product
Market Segment Top Profile needed (Must to have)
Background
Software Development and Programming
Database Management
Alumni Association of Mobile Applications
Faculty (b) Skills
CSS
XML
Ruby on rails
PHP
C++

44. IT Product
Market Segment Top Profile needed (Must to have)
Background
Software Development and Programming
Artificial Intelligence
Systems Analysis and Design
Faculty (c).
Skills
CSS
Eclipse
C++
C#

45. Channels

46. In order to define strong marketing channels it’s
important to know really well your
Market segment = “Target”

47. Target
Target
• To whom the product will be delivered? (student of
4th year, Electrical Engineers, mobile app startup)
Answer the questions
• What profiles will be interested in the product/
benefits you are promoting?
• Is the target market fit with the profile that you
communicate online?
• How did you chose this market segment? Have you
done any market research about interests etc?

48. How to define the Target?
• You need to know demographic characteristics
Student
o Studies
o Age
Organization
o Employees
o Profitability
• Define customer profile
Student
o Attitudes
o Interests
Organization
o Culture
• Need of extended external market research

49. Channel
Channel
• With what channels your target will be
approached? (on line, classroom presentation etc)
• New or current ?
• Be innovative! Do not use only current channels (e.g
use people, like professors, young opinion leaders)
• In which way your target is getting information?
• What channels do they trust?
• Are they active in the channels you use? How
much?

50. Channel
Push Push - Pull Strategy
In the classic marketing formula,
the emphasis was on promotion –
pushing your message out to the world at large.
Activities
• cold calling,
• unsolicited mail or email,
• paid advertising (online and off),
• promotional events like trade shows,
• and some forms of PR, like blasting out press releases

51. Channel
Push Push - Pull Strategy
building affinity and connections.
attract clients in your niche,
Activities
• develop referral partnerships,
• become visible at networking events,
• get booked as a public speaker,
• have articles published,
• land media interviews,
• build a content-rich website.
You'll find it much easier to make a sale when clients contact you as the
result of hearing about you from someone else, or after sampling your
expertise for free.

52. Alliances
• University Services Push
o Partnership Management
o Mass access to students
o Targeted access based on your opportunities
• Uni Management / Professors Pull
o Partnership Management
o Clear Benefits
o Start small – scale up slowly
o Build reputation
o Access to top students

53. Alliances Pull
• Work with Relevant Organisations
o External environment are not only our universities
o Search Based on your top profiles
o Associations/ Institutions
o Access to massive amount of people
Examples
o Organisations of (youth) Unemployment
o Organizations of professional orientation
o Volunteer programs – Young people apply to live
international experiences

54. Youth Alliances Pull
• Work with Youth Organisations
o Search the top youth organisations in your
universities
o Focus based on sub product
o Product Development together – W2W
o Support directly your LCs to build partnership
o Pilot it with 1-2 LCs

55. Message
Message
• Defines how the communication of the product will
be done to the target.
• Here you develop customized campaign message
• Here we are developing visuals (images, colors etc)
• Be innovative! It can also be testimonials, slogans.
• What parts of your product are the most attractive?
• What is the core value proposition you are
presenting?

56. Message
• Only Technical Skills are not enough!
• People skills are required for your career evolution
• Get international experience

57. simple ways to find IT companies
• Ask your current TN Takers to which
companies they are outsourcing?
o Take testimonials of your partnership
o Take relevant contact (position, connection with TN taker etc)
• They recruit in Linked in – find them
o They are looking massively for IT talents and Linked in it he main
platform they do that
o Create an account in Linked, Not simply AIESEC, but more IT
oriented
o Become member in relevant Technical groups
• Chambers in your city
o Specifically find Technical Chambers in your city
o Approach them from the MC, not LC!

58. Supply
Management

59. Source of information:
•Past: What was our success before? (DAAL)--
capacity
•Current: What is available now?
(AFT, myaiesec.net)--reality
•Future: What is the potential trend? (Sub product
forecast – GIP Survey)--opportunity

60. IT AFT

61. Map our supply needed in
the segments
*AFT November
45
40
35 EP TN
30
25
20
15
10
5
0

62. Connect with Supplier
• Cleaned in advance from AI so you can search
easier
Exchange Type Global Internship
TN Exchange Type Global Internship EP Backgrounds (Academic) - Network Management & Data Network Management & Data Transmi
Transmission
TN Workfield - Information Technology Information Technology EP Backgrounds (Academic) - Software Development and Programming
Software Development and Programm
EP Backgrounds (Academic) - Systems Analysis and Design (All)
TN Skills - UNIX/Linux OS UNIX/Linux OS EP Backgrounds (Work) - Mobile Technology (All)
EP Skills - UNIX/Linux OS UNIX/Linux OS
TN Skills - TCP/IP TCP/IP EP Skills - TCP/IP TCP/IP
TN Skills - LAN (local area network) LAN (local area network) EP Skills - LAN (local area network) LAN (local area network)
EP Skills - SQL SQL
TN Skills - SQL SQL EP Skills - HTML HTML
TN Skills - HTML HTML Row Labels Count of EP ID
Africa 1
Australia 1
Row Labels Count of TN Code Botswana 1
Brazil 1
Austria 2 Cas - costa rica 1
Colombia 1
Canada 1 Denmark 1
Czech republic 1 Egypt 1
Finland 2
Estonia 1 Greece 2
India 5
Hong kong 1 Ireland 1
Japan 1 Japan 1
Jordan 1
Tunisia 1 Kenya 1
Mauritius 1
Turkey 1 Middle east and north africa 1
Grand Total 9 Pakistan 1
Poland 1
Spain 1
Sweden 1
Tanzania 2
The netherlands 1
Tunisia 3
Turkey 4
Uganda 2
Grand Total 39

63. GIP Survey!
Align your sub product supply

64. 5. Supply Management
• Partnership with entities that are focusing on
market segments that responds to your supply
and timeline
• Create together a top profile
• Start with a small number of realizations, short
period of time
• Track the cooperation and evolve it (more people-
more backgrounds)

65. Get technical people to
help you!
DO not do it ALONE!!!

66. Let’s make IT happen!