Mc 13 14 Strategy

4 1 3 1

AIESEC RUSSIA NATIONAL STRATEGY Ufa, Russia

What is National strategy?

1. Vision 2. Goals that ensure vision fulfillment 3. Strategy to achieve these goals

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

AIESEC RUSSIA 2015 D.R.E.A.M.

Unique Experiences

by AIESEC Russia

1948

2015 2014 2013 2012 2011

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 GCDPi 1008 771 1700 612 2350 GCDPo 503 505 1250 323 1800 GIPi 78 74 130 86 300 GIPo 286 261 520 124 900 TMP 1516 1761 3600 1661 5350 TLP 580 801 1200 624 1780

2015 3550 2900 450 1100 8000 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)

Volunteering is trend now

Government Strategy for Youth Politics

Letters of support from Ministry of Education

Education is not practice-oriented at all

Bad image of Russia in foreign media

Internationalizati on law for universities

Extraeducation system growth

Bad image of Russia in Russia sometimes

Russia is well-known for “oil economy�

INTERNAL CONTEXT Seliger CONTENT partners

Open Innovations forum partnership meeting

IC 2012 hosts

National Projects are supported with business (CSR)

Letters of support from Ministry of Education

“Can we partner with AIESEC” calls

High NPS in incoming X

GCDPo stagnation

GIPi legality issues

2015 goals are not achieved

AIESEC Russia is TOP…

SUMMER 2013 GCDPi: 70% of whole 12-13 term result

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

GCDPi GCDPo GIPi GIPo

Goal 13|14 2845 1440 185 570

Program

GCDPi GCDPo GIPi GIPo TMP TLP

Goal 13|14 2845 1440 185 570 5040 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

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

Clarity of the why for X program

Market Value

Member’s individual needs

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.

Empower Russian youth through GCDPo revolution. Deliver 1440 leadership XPs.

Ø ISSUES FOCUS: EDUCATIONAL 740 CULTURAL 510 NGO MANAGEMENT 190

FOCUS ON WINTER PEAK AND PREPARE HUGE SUMMER FOCUS ON INCREASING CAPACITY COUNTRY2COUNTRY INVESTMENTS

Open real Russia to the world through GCDPi evolution.

Deliver 2850 leadership XPs. Sunshin e 800

NATIONAL PROJECTS LOCAL PROJECTS SUPPORT LEVERAGE OFF-PEAK

LC projects

15%

FLY 250

Entrepreneurship pilot

Y&P 700

IT literacy

350

Explore Russia 450

THAT’S A LOT! HUGE ORGANIZATIONAL CHANGES HAVE TO HAPPEN…

MORE while BETTER

MORE WHILE

BETTER

HOW??

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

MORE WHILE

BETTER 1.

2.

3.

4.

What value do we bring for customer?

What are the customer needs?

How can we fulfill these needs better?

It is not NPS. It is not a behavior. It’s a strategy of focusing on promoters.

CUSTOMER CENTRICITY

Almost 0$ on marketing

Quality MoS

Customer Experience Management.

Co-delivery implementation

% Ra->Re

Process optimization. 20% appl->Re

GCDPo 20 % appl -> Ra

Process optimization. What is convenient to our customer

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.

GCDPi 90 % Ma rate

Process optimization. What is convenient to our customer

Goal of a project: to use recourses smartly 1. Long-term partnerships with schools 2. Long-term partnerships with universities 3. New CRM system instead of /target

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

COM + Based on needs recruitment TM

TM

Sales Development Program

GCDP Integrated XP + Micro XPs + 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

Strategic Focus: 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

COM + PR COM + PR

GCDPi + COM + ER

National GCDPo Brand

Marketing + PR GCDPi projects positioning & Showcasing (EwA->ELD focus)

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

Open real Russia to the world through GCDPi evolution

Customer centricity TXP driving GCDP Branding and Positioning

International Relations

Organizational development alignment

Empower Russian youth through GCDPo revolution

GCDP

International Relations

MoS: # Re through Country partners

Cy2Cy management

Co-delivery

% Ma rate CEEDerships investments

Creation & alignment

MC2MC -> LC2LC downscale system

Implementation with Cy partners

AIESEC Russia internal branding

GCDP

OD alignment: Strengthen and Expand the network

Customized strategy for realities Growth SUs

Maturity SUs MCVP OD

Decline + not new start ups

Start-ups Expanding + 3 years (new old start entities) ups START-UP Director

Coaching based on growth path

Open real Russia to the world through GCDPi evolution. 2850 XPs

Customer centricity TXP driving GCDP Branding and Positioning

International Relations

Organizational development alignment

Empower Russian youth through GCDPo revolution. 1440 XPs.