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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.