LT 2.0 Summit - Outputs 28.07.2016 – 31.07.2016 | Lisboa, Portugal AIESEC in Portugal | MC Diffusion 2016.2017
Contents The Team Why 1.1. Goal 1.2. Agenda 1.3. Engagement with AIESEC 1.4. AIESEC 2020 1.5. LT’s History
How 2.1. Introducing the Business Model 2.2. Customer Segments 2.3. Value Proposition
What 3.1. Final Business Model 3.2. Explanation 3.3. LT Simulation 3.4. LT Content
Next Steps
Feedback
The team
Zé
Nicole
Inês
Diogo
MCVP BD
NST LT PM
MCVP B2B MKT
NST BD Manager
Mariana
David
Madeira
Carol
NST Alumni Mng
OCP LT
LCP
MCP
1. WHY In today’s world innovation is the key. Success is not measured by what you are today but by your ability to be always one step ahead. In order to satisfy our customers needs and fulfill their wishes we challenged ourselves to be disruptive, think outside the box and create a whole new concept around the Leadership Tournament.
1
Goals
CONCEPT EVOLUTION NEEDED FOR LT
PROFILE THE STAKEHOLDERS INVOLVED
CREATE THE BUSINESS MODEL FOR LT 2.0
Analysis of LT currently
Profiling students
Create hypothesis to pilot
Analysis of the Market
Profiling companies
Business Model created
WHY
2
Agenda
DAY 1
DAY 2
The first day was all about looking into the past, the market out there and assessing how we can capitalize on it. The output expected was to have concrete customer profiles so we could get to know their jobs, pains and gains.
The second day was focused on running customer interviews to validate our assumptions from the previous day. After that, we compiled to build our major customer segment profiling - youth.
WHY
2
Agenda
DAY 3
DAY 4
The third day was about creating the flow of the LT 2.0, how we envisioned the project and what were the products & services that should be in the Value Proposition. After that, we compiled the other Customer Segment – companies and we started working on the Business Model.
The fourth day was focused on compiling the Business Model and creating the output of the Working Group. Also, we started discussing brand evolution.
WHY
3
EwA
LT is an Engagement with AIESEC product, as such it aims to spark an interest in young people to develop themselves by contributing to a better world.
EwA PRODUCT CHECKLIST •
Mini Inner & Outer Journey
•
One or more LDM Qualities
•
Clear Call to Action
•
Showcase More Opportunities
Check page number 20 of the Refreshed AIESEC Experience to better understand the EwA phase: HERE
WHY
4
AIESEC2020
WHY
5
LT History
CONCEPT
STRATEGIC PURPOSE Analysis of LT currently
Create awareness about leadership by connecting Portuguese youth with top businesses in Portugal by solving business cases.
1. 2. 3.
AIESEC as a Leadership Development Organization, Financial Sustainability, Collaboration between MC and LCs.
WHY
5
LT History PARTICIPANTS PER YEAR
450 400 350 300 250 200 150
100 50 0 2010 Minho
2011 FEP
Porto Catรณlica
Aveiro
2013 UBI
NEFE
2014 ISEG
ISCTE
Lisboa Catรณlica
2015 NOVA
Algarve
WHY
5
LT History PARTICIPANTS PER YEAR
450 400 350
NO RESULTS REGISTERED FOR 2012 – NO IM TOOL
300
OVERTIME, LESS LC ARE DOING LT (GROWTH MODEL)
250
BIGGER REACH THROUGH MORE LOCAL PHASES
200
IN 2013 LCS STARTED DOING MORE THAN 1 LOCAL EVENT
150
100 50 0 2010 Minho
2011 FEP
Porto Católica
Aveiro
2013 UBI
NEFE
2014 ISEG
ISCTE
Lisboa Católica
2015 NOVA
Algarve
WHY
5
LT History PARTICIPANTS PER LC
450
400 350 300
250 200 150
100 50 0 Minho
FEP
Porto Catรณlica
Aveiro
UBI 2010
2011
NEFE 2013
ISEG 2014
2015
ISCTE
Lisboa Catรณlica
NOVA
Algarve
WHY
5
LT History PARTICIPANTS PER LC
450
400 350 300
GROWTH IS NOT CONSISTENT – PROJECT MANAGEMENT,
250
ONLY 4 LCS REALIZED ALL EDITIONS OF LT – BRAND POSITIONING,
200
LCS EXPANDED TO NEW FACULTIES WITHOUT STRONG PROCESSES,
150
ISCTE AS MAJOR CONTRIBUTOR FOR THE PROJECT’S REACH
100 50 0 Minho
FEP
Porto Católica
Aveiro
UBI 2010
2011
NEFE 2013
ISEG 2014
2015
ISCTE
Lisboa Católica
NOVA
Algarve
WHY
5
LT History
Current Business Model
2. HOW The first step to create a product that addresses all of our customer’s expectations was to look back and understand the Leadership Tournament evolution since it started. After that analysis it was important to understand what were our customer’s needs that we had to fulfill, creating profiles and finding solutions to improve their AIESEC experience. We developed a whole new value proposition and compiled it in a unique business model.
PROFILE THE STAKEHOLDERS INVOLVED
Students
Companies
Costumer Segment
Costumer Segments
Value Proposition
Value Proposition
HOW
1
Int. BM How do we do it?
What do we do?
6 Who will help us?
8
7
How do we interact?
4 Who do we help?
2
3
9
1
5
What are our cost?
From where do we get our revenues? What do we need?
How do we reach them?
HOW
2
3
Cost. Segm.
What are the bad outcomes and obstacles related to this jobs?
What are the outcomes or benefits costumer want to achieve?
2
1
What jobs are our costumer trying to get done?
HOW
2
Cost. Segm. Youth Prof. & academic develop.
Friends 4 life Access to + opport. Soft skills develop. Financial & Personal stability
Academic Life
Time efficiency
Work Life
Knowledge
Physical well being
Acad. & prof sucess Self fullfilment
Recognition & Status
Free Riding
Personal Self Awareness Life
Lack of financial capacity
Companies Better Work enviorment
Understand self purpose
Associatism
External recognition
Social Resp. (volunteering)
Personal Life Professional Journey
Time to do what they like
Academic Journey
Travel time
Innovation & Productiimprovement vity
Resistance to change
Market leaders Market share increase
Loyal Custotmers & stakeholders
Increasing investors & Shareholders
Brand positioning
Employer Branding
Profit
CSR recognition
HR trainings Complex structures
Gerational conflicts
Product misaligned
Internal comm
Product scalability
External comm risk
RoI
Costumer orientation
HOW
3
3
V. Proposition
How our product/service creates gains to our costumer?
1
List of P&S our value proposition is build around
2
Which pains will our product/service relieve before, during and after the job is done?
HOW
3
Recognition & Status
Knowle dge hub.
Case Studies
Self fullfilment Knowledge
Time efficiency Understand self purpose
Keynotes.
Prof. & academic develop.
Physical Event.
Access to + opport. Soft skills develop. Financial & Personal stability
Academic Life
Network
Prizes
Prof. & academic develop.
Friends 4 life
Soft skills develop.
Online platf. Online community.
Youth
V. Proposition
Self Awareness
Formal education
Time efficiency
Work Life
Knowledge
Physical well being
Acad. & prof sucess Self fullfilment
Recognition & Status
Free Riding
Personal Self Awareness Life
Lack of financial capacity
Understand self purpose
Associatism Social Resp. (volunteering)
Personal Life Professional Journey
Time to do what they like
Academic Journey
Travel time
HOW
3
Market leaders Loyal Custotmers & stakeholders
Online platform Crowdsourcing Hackathong
Casestudies
CVs Keynotes
Companies
V. Proposition
Innovation & improvement
Brand positioning
External recognition CSR recognition
CSR
Innovation & Productiimprovement vity
Resistance to change Complex structures
Network
Resistance to change
Better Work enviorment
Market leaders Market share increase
Loyal Custotmers & stakeholders
Product scalability
RoI
Brand positioning
Employer Branding
Profit
CSR recognition
HR trainings Complex structures
External comm risk
Increasing investors & Shareholders
Gerational conflicts
Product misaligned
Internal comm
Product scalability
External comm risk
RoI
Costumer orientation
3. What In the end of this intense journey, after a lot brainstorming and debate, we finally created a new concept, an easily understanding business model and gave the first step to disruptive innovation. It will be a sinuous path and we count on you to help us strive for excellence and aim for success.
Business Model
LT flow
WHAT
1
BM
WHAT
2
Costumer segments
Explanation
The Customer Segments defines the different groups of people or organizations an enterprise aims to reach and serve. Customer comprise the heart of any business model
Youth
Companies
WHAT
2
Value proposition
Explanation
The Value Propositions Building Block describes the bundle of products and services thatcreate value for a specific Customer Segment. The value proposition is the reason why customers turn to one company over another: it must solve a customer problem or satisfy a customer need. Leadership one click away.
Young leader one click away.
WHAT
2
Channels
Explanation
The Channels Block describes how a company communicates with and reaches its Customer Segments to deliver a Value Proposition. Channels are customer touch points that play an important role in the customer experience. Youth
Companies
Awareness & Evaluation (Social Media, Flyers, E-mail Marketing, Online Advertising, Influencers)
Purchase (Online Platform, AIESEC in Portugal website, LEAD Nurturing)
Awareness & Evaluation (Social Media, Sales (Physical & Digiital) Force, Newsletters)
Purchase (Sales (Physical & Digital), Force, Account Management)
Delivery (Online Platform, Final Physical Event)
After Sales (LEAD Nurturing, Youth Speak, Exchange)
Delivery (OnlinePlatform, Final Physical Event)
After Sales (LEAD Nurturing COP, Reports)
WHAT
2
Explanation – Cost. relationships
Explanation
Following the current trends to continuosly improve and simplify processes, a SelfService approach through an online platform which provides all the necessary meand for COSTUMER RELATIONSHIPS customers to help themselves; Online Communities allows users to exchange knowledge and facilitating connections between community members; Co-creation going beyond the traditional customer-vendor relationship and co-creatng value with customers through online reviews to each others’ bussiness case solutions. Exclusively for Companies, there is na integrate Dedicated Personal Assistance which represents the deepest and most intimate type of relationship specifically for an individual client. Youth
Self-service
Companies
Online Communities
Self-Service
Online Communities
Co-Creations
Dedicated Personal Assistance
Co-creation
WHAT
2
Revenue Streams
Explanation
REVENUE STREAMS
The Revenue Streams Building Block represents the cash a company generates from each Customer Segment. If customers comprise the heart of a business model, Revenue Streams are its arteries. For what value is each Customer Segment, Youth and Companies, truly willing to pay? Youth Youth benefits from Free access to our online platform and to its core purpose: solving diverse areas’ cases and intercating with the Community by means of reviews and sharing spaces. Further access to our Knowledge Hub and specific cases only upon the payment of a Premium Fee.
Companies Companies are required to pay a Subscription Fee to access our online platform and upload their cases, a Usage Fee to consult the case study’s solutions, a Premium Fee to view the participants’ CVs and and different Event Fees depending on the involvement they wish to have in the final event.
WHAT
2
Key Resources
Explanation
REVENUE STREAMS
This describes the most important assets required to make a business model work. These resources allow an enterprise to create and offer a Value Proposition, reach markets, maintain relationships with Customer Segments, and earn revenues. Physical
Intelectual
Human
Venue Digital Platform
Brand Knowledge Hub
OC team
WHAT
2
Key Activities
Explanation
REVENUE STREAMS
The Key Activities Building Block describes the most important things a company must do to make its business model work. These are the most important actions we must guarantee in order to operate successfully our Value Proposition: Platform Management, Event Management and Customer Journey Management. Platform Management
Event Management
It are closely linked to the mini-outer journey we are facilitating, which as any other activity must be supervised and developed towards its simplicity and automation.
Customer Journey Management
It represents the mini-inner journey we must guarantee both our customers, Youth and Companies, live: from the moment they enter our platform until they are pulled towards Exchange.
WHAT
2
Key Partners
Explanation
REVENUE STREAMS
The Key Partnerships Building Block describes the network of suppliers and partners that make the business model work. The main goal for creating these alliances are to optimize their business models, reduce risk, or acquire resources. Buyer Suppliers (major influencer to make our costumers buy our service) Universities Youth Alliances Institucions
Platform Development
Logistic
WHAT
2
Key Partners
Explanation
REVENUE STREAMS
The Cost Structure describes the most important costs incurred while operating our business model.
Platform
Event Logistics
Marketing
WHAT
3
LT Simulation
Madeira hears about Leadership Tournament
Madeira signs up on the platform, freely
Madeira learns all about the event and challenges with the videos on the platform
Madeira builds a team
WHAT
3
LT Simulation 1st case study appears on the platform
The team has doubts so they visit the knowledge hub
They submit the solution and it’s evaluated
WHAT
3
LT Simulation Team continues to solve weekly challenges in different study fields
They visit the community to share XPS and interact with other teams
The team receive points based on their performance
WHAT
3
LT Simulation If they want, they can buy the premium access to the knowledge hub
They are on the top 10 in the overall score board and get access for the final event •
2 days Final Event • Networking • Hackaton • Keynotes Winners annoucement
WHAT
3
LT Simulation
The winners go on X and all the others follows the leaders!
WHAT
4
LT Content
SIGN UP
Teams have free access to the platform
Virtual Platform - Content
CASE STUDIES
KNOWLEDGE HUB
COMMUNITY
Content to help solving the cases, created by companies
Users have the opportunity to put questions
Created & Evaluated by companies
Free basic content
Similar to a Forum
Multidisciplinary cases
Exclusive paid content
All challenges are reviewed and scored. The best teams goes to the event.
Periodic cases
WHAT
4
LT Content
HOST
Responsible to moderate the space Allows participants to go in an inner journey
Event- Content
HACKATHON
NETWORKING WITH PARTNERS
KEYNOTES
Same case to all teams
Cocktail/dinner with companies & participants
Delivered by companies to inspire participants
4-7hours to solve it Consultancy spaces delivered by companies to support teams
Pitch up to 2 min & evaluation from companies
All the event is streamed to the participants that didn’t make to the finals. Virtual delegates also have a host. Winners are award in the end of the event, with an exchange per participant on the team.
4. Next Steps DISCLAIMER:
LT 2.0 will not be implemented in this edition.
As this is a big transformation, during the upcoming months the LT 2.0 team will be focused on the following to find more clarity on how to fully implement the project: “How will the financial model for LT 2.0 look like?” “How will LCs contribute for the implementation of LT 2.0?” “What are the key hipothesis of the BM and how will we test them on the market?” “Creation of timeline for implementation.” “Finding partners for platform development.”
5. Feedback Sad you didn’t give your input? Do you think we are missing something? Do you think you have relevant information to give us? GREAT! Give all your input to us, we are waiting for it.
FEEDBACK HERE