1. GROW GLOBALLY
STRATEGIES FOR SUCCESS
BRINGING IT TOGETHER
CESSE Management Institute

2. Your strategic priorities
#1 Business
strategy and
#5 Choosing risk assessment
right markets
#4 Select
right business #2 Finding
or operational right partners
model
#3 Define
customer needs
& our product
relevance

3. Your take-aways today
#1 Business
strategy and risk
#5 Choosing right assessment
markets
1
#4 Select
right business
or operational
#2 Finding
right partners
2
3
model
#3 Define
4
customer needs &
our product
relevance
5

4. How to grow markets outside
US

5. 4-step process >>> success/manage
risk
• Trends – • Which markets?
opportunities? • What’s our potential?
• What value can we • Customers needs?
offer? • Competition?
• What’s our vision? • Local business
• Organizational culture requirements & entry
• Selling it? costs?
Global Markets
Operations Strategy
• Products and pricing? • Short term vs long term?
• Sales & marcom? • Products vs
• Back office? membership?
• Local staff/service • Localization &
delivery? translation required?
• Partners/endorsements?

6. Managing risk
Tangible Intangible
Marketplace opportunities/barriers Global, international or what?
Competition & partners Alignment to vision, mission, goals
Local operating model Global mindset, acceptance of change
Organizational culture - market-centric
Product relevance, pricing, delivery
vs Board-centric; geographic bias
Customized marketing & Leadership - international training;
communication global knowledge sharing
Processes - market analysis versus
Business planning
strategic planning

7. Manage the tangible: know the
answers
• Trends Analysis (opportunity)
Global? • Portfolio Review (value gap)
• Concept Feasibility (what success looks like)
• PEST Review
Markets? • Stakeholder Mapping & Analysis
• Customer Segmentation & Needs Analysis
• Competitive Analysis
• Product Mapping
Strategy? • Core Competency Mapping
• Partner Analysis
• Local Value Proposition, Mission, Priorities
Operations? • Business Model & 3 Year Budget
• First Year Outcomes & KPI’s
• Program of Work & Timelines

8. Manage the intangible: be sure to address
Alignment Structure Culture
Volunteer Leadership
Global empowerment
People
Staff
Global mindset
Local expertise
Vision
Mission
Goals Communications
Training
Knowledge acquisition
Planning & financials
Processes
Manage expectations
Back office

9. Actions taken to foster a global
mindset
Which bucket??
 25/75 domestic/international
membership ratio has to shift  ???
 Now having meaningful  ???
discussions about what value to
bring to each audience
 Identified one focus country and  ????
key countries for prioritization
of limited funds and time
 Marketing staff understand need  ????
to change mindset, but rest of
the organization needs to catch
up.
 ?????
 Joint ventures with local
associations as our stepping
stone in that market

10. Your MI Objectives
• Value Proposition – how to construct for each country
Value • Cultural Differences – knowing how to engage & do business
• Market & Customer Intelligence - criteria to target
countries, needs of local customers
• Methodology, planning and best practices
• Brand Awareness – how to develop internationally
Strategy • Marketing and Communications – attracting international
customers
• Business Development – what sales intnl strategies work best
• Regional Offices – how to open/supervise staff
Operations • Partnerships - opportunities & challenges collaborating with intnl
affiliates
• Realistic ROI: 1-3 years

11. Q&A

12. Thank YOU
MCI
www.mci-group.com
Global Association Management &
Consulting
www.growglobally.org
www.mci-group.com/associations
Nikki Walker, Global Vice President
Peter Turner, Senior Advisor Global Development
Strategy (US Market)
Theresa DeConinck, External Relations Director (US
Market)