Global Haven Stage Two Report NTU FMB by Olivia Thomas

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OLIVIA KATE THOMAS N0733317 BA HONS. FASHION MARKETING AND BRANDING STRATEGIC AND CREATIVE SOLUTIONS WORD COUNT: 8905 (EXCLUDING QUOTES, TABLES AND REFERENCES)

ETHICS This submission is the result of my own work. All help and advice other than received from tutors have been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue, I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assesment contained in the handbook. Signed: Olivia Kate Thomas N0733317 Date: 14/05/2020

ACKNOWLEDGMENTS I would like to acknowledge and express special thanks to my tutor, Dr Naomi Braithwaite for her continuous support and guidance throughout the process of creating this report, especially throughout such difficult and unprecedented times. I would also like to extend my gratitude to my parents and sister for their ongoing support all the way from Bangkok, Thailand. 14/05/2020

CONTENT

01 02 03

04 05

INTRODUCTION 08 RATIONALE 09 AIMS & OBJECTIVES

09/10

METHODOLOGY

the opportunity: stage 1 reflection

RESEARCH GAP 17 micro trends 20 the problem 21 idea generation

opportunity platform

INTRODUCITION TO THE big idea

CONSUMER TESTING

the MARKET: MARKET OVERVIEW

MARKET DRIVERS

PESTLE ANALYSIS

COMPETITOR ANALYSIS

MARKETING MAPS

PORTERS 5 FORCES

TOWS ANALYSIS

THE BIG IDEA: GLOBAL HAVEN Overview & business model

revenue streams

customer journey

(edi) package description & ‘situational adapability’ FORM brand guidelines

BRAND DEVELOPMENT: BRAND OBJECTIVES

MISSION/VISION 72 VALUES & BRAND PYRAMID

73/74

WHAT/WHY/HOW

THE 3E’S

MARKET DIFFRENTIATION

06 07 08 09

the consumer: consumer segementation

consumer profiles

value proposition

MARKETING STRATEGY: MARKETING AIM AND OBJECTIVES

3 YEAR OUTLINE

(edi) job descriptions MARKETING MIX (4CS/4VS)

95/96

COMMUNICATION PLAN AIDA & DRIP

99/100

COMMUNICATION OBJECTIVES

101

COMMUNICATION STRATEGY

102

ONLINE 103 OFFLINE

116

MARKETING TIMELINE

123

key milestons

124

BRAND MANAGEMENT marketing budget

126

financial objectives

129

start-up costs

130

sourcing captial

131

sales forecast

133

profit & loss

135

cash flow

137

sensitivity analysis

140

kpiâ&#x20AC;&#x2122;s 141 RISK ASSESMENT

143

the future: future growth

147

ansoff matrix

148

objective review

149

conclusion

150 *(EDI): EXTRA DOCUMENTATION INSERT

â&#x20AC;&#x153;

Repatriation is a key troublesome moment in the international assignment of employees in global corporations. The situation is often aggravated due to the fact that many corporations do not have policies and procedures to prepare for the return of expatriates and also do not understand the repatriation time as an important period of the cycle of the international assignment. (Nery-Kjerfve et al, 2012)

Whilst taking into consideration evolving global mobility trends, it is apparent that this whole lifestyle adjustment can be particularly damaging to personal identity. Therefore, expatriation and repatriation especially should be considered as an experience that needs as much adjustment training as what any new employment position would need. This report will demonstrate a clear business proposal for Global Haven, an innovative consultancy agency designed to offer a personalised service for repatriation. The report will bespeak sufficient market research that will allow Global Haven’s success. Additionally, the business plan will underpin a 3-5 year marketing and communication plan that will be a supported by an in-depth financial proposal.

INTRODUCTION

What we classify as a life-changing experience can also demote an individual to alter their mental maps (a person’s perception of their area of interaction) (Graham, 1976) and changes to their behavioural routines (Stroh et al., 2000). Therefore, evidently creates difficulties within adjustment and readjustment to different cultures. Those who are sent for an international assignment will supposedly be set out for ‘greatness’ although what is often not addressed is the need for emotional and personal support throughout the journey. This report consolidates the initial findings to synthesize the projected optimism about expatriation and repatriation.

RATIONALE

This report will build on the findings that were disclosed within the Stage One report that constructed conclusions to the question â&#x20AC;&#x153;An exploration into if living in an unfamiliar environment and experiencing culture change can create a feeling of instability, loss and implicate well-being.â&#x20AC;? Going forward, Stage Two will develop a financially feasible business proposition that tackles consumer tension and the insight of alienation and isolation, that caters specifically to repatriates that are returning to their country of citizenship. Additionally, the majority of reports studied throughout the duration of Stage One showed that they were dated and held limited up-to-date knowledge. Therefore, enhancing reasoning for this study and by creating modern research will educate and eradicate current issues surrounding the topic.

AIM

This Stage Two project aims to create and produce an innovative brand concept that would succeed in the global mobility market and ultimately develop a feasible business proposition. Focusing on delivering a supportive, consulting service to individuals experiencing an international assignment, this concept aims to resolve feelings of alienation, isolation and reverse culture shock.

OBJECTIVES

01 02 03

Successfully utilise and further develop the preliminary research from Future Thinking and the Stage One report to create a financially feasible brand relevant to the implications derived from expatriation

Demonstrate a detailed understanding of the chosen market and core consumers that will lead to the implementation of a successful business plan, allowing room to consider possible risks and how to overcome them.

Coherently communicate the brandâ&#x20AC;&#x2122;s DNA through a structured communication and marketing plan and specified visuals that will reflect the brands values.

RESEARCH MATRIX A research matrix has been included to demonstrate which appropriate method of research has been applied to help maximise each objective. FIG 1.

RESEARCH METHODS Online Survey

OBJECTIVE 1 OBJECTIVE 2 OBJECTIVE 3 x x

Instagram Polls Linkedin Interview

x x

Email Interview

Industry Interview

Secondary Sources

METHODOLOGY

RESEARCH

APROACH

Following on from the wide breadth of primary and secondary research conducted for the Stage One report, it was paramount to continue obtaining further research in order to develop a deep understanding eligible for application. Going forward, primary research will be carried out with the core target consumers and industry experts to develop whether or not the business principles would be applicable to reach the needs of expats. The Concurrent Triangulation Design (CTD) method provided extremely useful in Stage One and therefore will be carried out during Stage Two to ensure that all data was cross-validated and corroborated from both secondary and primary sources including qualitative and quantitative data.

SAMPLE

The chosen marketplace for this proposal falls within expats, and individuals who have moved countries outside of their place of citizenship. Though this is an outstandingly large market to focus on, it is still exceedingly niche that will allow specifically deep insights and perceptions into their needs. 14% is the average statistic showing that women are the primary member of the family that initiate an international move due to their employment (Mercer, 2019). This low statistic shows that in general, the female spouses are left for a career change or in some cases, a career halt whilst away and therefore are at higher risk of feeling alienated in an unknown environment. Whilst taking this into consideration, the business idea will cater to all demographics that are experiencing repatriation but will also take into account special consideration for the trailing spouse. See Chapter 6 for consumer segmentation

FIG 2.

RESEARCH METHOD ONLINE SURVEYQuantitative An online quantitative survey was created to gather consumer perceptions and insights into the preferred methods of a repatriation support. The survey aimed to delve into consumer purchasing behaviours and their opinions on the existing support and how it could be improved, which will allow growth and specification into the concept.

SAMPLE

108 responses, 340 views

INSTAGRAM POLL SURVEY - Quantitative An Instagram poll was conducted in order to view how consumers perceived possible logos and eventually helped to finalise the logo. The hypothesis was to understand how individuals would react to different visuals and how it would determine their purchasing behaviours. Instagram was chosen due to the mass number of views the â&#x20AC;&#x2DC;storyâ&#x20AC;&#x2122; would gain in order to receive large data. LINKEDIN CHAT INTERVIEW: Rensia Melles (Intercultural specialist) Qualitative An in depth interview via Linkedin chat was taken place with an intercultural specialist to gain initial concept testing advice from a professionals point of view. Additionally, to gain opinions and understanding from how this concept will impact the market in a positive way and be provided with an insight into industry and how competition has previously used similar concepts.

EMAIL INTERVIEW, - Cathy Wellings (INTERCULTURAL TRAINER ) Qualitative This interview was conducted to gain a deep understanding on how the concept could use professional coaches and mentors to guide expats through the process and what they could offer. It was used to help build foundations that created the concept and understand why it is exceptionally necessary from a professional and experienced point of view. EMAIL INTERVIEW, - Helen Watts (Repatriation Author) Qualitative An indepth interview with a re-entry coach to concept test the idea and gain opinions and advise on how to improve. Helen Watts provided insightful information on her experience dealing with repats and highligthed the most common reasons for struggle that helped to shape more of a realistic business idea. Secondary Research: Qualitative and Quantitative An array of secondary resources including journals, books, articles, reports and ted talks were employed to gather information for the market audit sections, business strategies, communication strategies and general factual information. Information was applied throughout the report where necessary and especially when taking into consideration on how the concept would survive in the given market to be successful. It was vital to research external factors impacting the market that would shape the way the concept was built and delivered.

1 respondent

Books Journals Reports Articles Ted Talks Blogs Videos Trend Reports Podcasts

LIMITATIONS Online surveys, especially Instagram, typically will gain the most feedback if the questions are quick and/or multiple choice. Therefore, it is usually relatively uncomplicated to gain large amounts of respondents. This method is mostly tied to time constraints, participants are more willing to complete the survey if it does not require too much time. However, closed-ended questions do not allow room for expansion of opinions and thoughts, showing that these responses only presented statistics and numerical data. Although this data is extremely useful, the validity of the survey depends on the number of respondents.

This method of contacting a professional via linkedin chat works well due to the ease and quickness of the process. The limitations stand within the miscommunication or misunderstanding of the questions. An instant chat also strips away the face-toface personal communication that evidently allows the interviewer to discover any emotional connections and behaviours that may be valid from the interviewee. However due to extremely difficult and unprecedented times, this was unfortunately not possible Email interviews are successful in terms of being convenient and allows the interviewee to take their time in responding and provide sufficient detail, this method also has a lower chance of any communication being misquoted. However, it provides difficulty in attempting continuous communication and largely relies on the fact that the data is used to inform certain aspects of strategy from a reputable source over being representative. As above, this was also an interview conducted via email due to limitations from COVID-19. Although this was unplanned, the email provided sufficient information and advice from an expert level. However, if it could have gone ahead in person it may have allowed for deeper analysis and better flowed conversation instead of direct answers. These resources were an absentee of limitations as they were based on their availability and reliability. Many sources were slightly dated and lacked up-to-date information on the current situation of global mobility. As the subject matter is considerably niche, the information was difficult to gather and much of the research was based on primary findings in terms of what is needed for the market. The secondary research showed that there was an extremely minimal amount of research into repatriation support, that showed the vitality of the concept but also made competition research difficult. In order to overcome this, competitor research was mainly developed through secondary competition externally, rather than primary.

Furthermore, the insights that this idea is being based on is moderately niche and therefore gaining masses of survey responses is unattainable due to the level of contacts available, however instead it was important to analyse the feedback deeper instead of scoping over it as a whole. .

REFLECTION

The selected methods of research were carefully elected to enable sufficient coverage of the objectives on page 9. Additionally, enabled concise market research that would allow this business concept to enter in the appropriate market successfully. Given the current, unprecedented global pandemic, COVID-19, certain methods were unable to take place and therefore were replaced with online versions. Originally, two focus groups were in place for branding and concept testing with a group of individuals in the target group. Instead, Instagram polls were conducted to gather opinions on different brand logos and email interviews and with industry professionals were taken place to gather further research into concept testing. Although the focus groups were unable to go ahead, the substitute research methods successfully helped build a robust foundation for the idea and allowed the same level of opinions, comments and thoughts; however just lacked the face-to-face interaction that often allows extended conversation and attitude observations.

THE THE THE THE THE THE THE THE THE THE THE

OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT OPPORTUNIT 15

TY TY REFLECTION TY TY TY TY TY 01 TY 02 TY 03 TY TY STAGE 1

The Stage One report highlighted that opinions and behavioural attitudes towards the reality of returning home is more daunting than the initial move away and that expats are not receiving enough professional support to ease the process. It is critical that the global mobility market accept the fact that a “one-size fits all” package is less likely to be successful when dealing with relocation (May.,et al. 2015). Stage One reflected that the main finding surrounding global mobility and relocation is driven from repatriation. The process of moving back to one’s home country after an international assignment (Hurn, 1999). The following insights that

three were

key points were profound developed from Stage One.:

Complications occur within the repatriation process due to unfamiliar environments creating a sense of loss and discomfort. Resulting into the main finding of feeling reverse culture shock from one’s home country.

Education and training on how lives will alter outside of normal routine from one’s home country to the new host country is vital to minimize any hindrance on well-being, mentally and physically.

Specifically Third Culture Kids and females within the family/relationships are most vulnerable to struggle within expatriation and repatriation. Especially in terms of developing a sense of identity loss in the children.

RESEARCH GAP

“

Advanced secondary research into reverse culture shock, identity implications and relationship hindrance found that success in the global mobility market is built from where employees are given full support and training. 42% of expatriate failure is more often than not from job dissatisfaction (Black, 1999) and therefore return home. However research shows that repatriation is the bigger issue with it being labelled as a “key troublesome moment” (Nery-Kjerfve et al, 2012) and is often the “forgotten” phase within the expatriation cycle (Wennberg, 2019). Building on this insight, it shows that consumer tension is developed from the pure lack of knowledge, research and education. It was divulged that fewer direct competitors are offering straight-forward culture training to employees that are sent on an international assignment. Furthermore, the need for tailored support to help adjust to a completely new lifestyle is far more important when relocating for employment.

â&#x20AC;&#x153;

The repatriation process was much harder than any of the expatriate assignments we had experienced and we were given the least amount of assistance and support.

PRESIDENT OF sietar uk

MICRO TRENDS 19

CORPERATE CULTURE In terms of expatriation within employment, an employee’s happiness is the foundation of a successful assignment, showing corporations need for the employee to be satisfied with their new home. Today’s workplaces are prioritising the growing trend of seeking a sense of worth at work to ensure employees are achieving the best quality of life, including their mental and physical well-being (Giordano, 2017) Additionally, this is being pushed by bigger companies utilising a centralized approach to meet mobility needs. Expatriate packages and increased cost controls are at the core of the assignment in order to manage the risk and security, and regulatory complexities (Giordano, 2017.)

THE ‘MODERN ASSIGNEE’ Technological innovations and advancements in communications have impacted most industries’ global mobility movements. The modern assignee is classed a hardworking demographic eager to experience new cultures. The global workforce ecosystem is required to adapt to evolving employee types and digital landscapes. As times change and job positions become more demanding, companies need to develop workforce programmes to ensure the employee’s health is not to be jeopardized. The modern assignee is not only a core consumer but one that may be highly paid and requires a majorly extensive package, which depends on the organisation’s willingness. The modern assignee is often the choice of employee for an international assignment as they may have the biggest success rate, being adaptable.

THE PROBLEM

ERADICATION OF REPATRIATION ASSISTANCE

The adjustment stages are broken down into 4 periods. Disengagement, euphoria, alienation and gradual readjustment (Orange, P. 2003), the main reason alienation occurs is due to the uncontrollable comparisons that are made between both lives, leaving a person with a developed negative outlook on their home. The global mobility market expresses saturated amounts of research and acceptance into the fact that expats need support and training in the international moving process, however actual programs are extremely limited (Molinsky & Hahn 2016). Alternatively, Helen Watts (industry interview participant) discussed “A part of the problem is that many people still don’t understand that repatriation is a problem, so there needs to be quite a lot of education” (2020) (refer to appendix 2.2) and thus uncovering an opportunity to build a foundation for education, mentoring and advising individuals and or families that may need personal and lifestyle support with a global move.

“ 21

â&#x20AC;&#x153;

You somehow feel like the odd one out. People who have not lived internationally look at you as though you are from a different planet.

Survey Participant 24

IDEA GENERATION During the process of the idea generation it was necessary to fabricate multiple streams of possible business opportunities, in order to unfold the best possibilities that will alleviate any negative implications. The Venn diagram displays all idea opportunities that were highlighted within each key insight and then were merged together to underpin which insight could be used as a final key touchpoint.

REVERSE CULTURE SHOCK

WELL-BEING HINDERANCE

Transition and education training

Mental attitudal and behavioural training

Pop-culture and daily world affair upkeep

Developing greater self awareness Online and offline chat forums

Training against hostility

Employment check-upâ&#x20AC;&#x2122;s at home countries offices

Developing practical strategies and tools to help manage the challenges Developing awareness of what to expect â&#x20AC;&#x201C; what will be different, how they might feel.

How to incorperate memorabilia and the importance of it

Positive lifestyle situational change coaching Behavioural strategies to manage challenges Personalised support with a specific consultant World affair updates - local to specific areas Settlement suport Unemployed spouse support, company and help

IDEA 1 IDEA 2 IDEA 3 During the primary stages of idea generation it was originally discussed that an app had opportunity to be successful due to the mass of consumers it would be able to reach. In order for this to be prosperous it would contain sectors of online information and support through a â&#x20AC;&#x2DC;near meâ&#x20AC;&#x2122; section where expatriates had the ability to meet up with others. Additionally, the opportunity to self-teach and train culture changes, in hope to avoid any negative identity modifications. However, although an app would be successful in terms of feasibility and profitability, the app market is already extremely saturated and may slip through in such a busy enviroment. 83% of app downloads come within the age group of 13-17 (Statista, 2019). This idea has not been disregarded and will be implemented in the future strategy plans of the business concept, after the initial start up has been released into the market to aid continuous consumer engagement.

Furthermore, the idea of a sharing platform, online and offline was debated in order to alleviate the feeling of isolation. The main insight that this tackles is how relationships can be hindered as well as a sense of self identity. This sharing platform would aim to create an offline space for expats to come together and be a place of community that allows a nonjudgmental environment. This would also help tackle the issue of developing outsider hostile attitudes that creates confidence and identity loss. On the other hand, this would lack a strong USP as the organisation and logistic platform of it would be assimilated by the rise in social media and consumers may not feel the need to use a third party for this. Therefore, in order for this to be used, a sharing platform would have to be incorporated into a bigger concept and used as a sector within it.

Lastly, research shows that communication is a key measure of success when diminishing negativity, especially surrounding the idea of cultural lifestyle changes. The idea of developing a personalised service has matured from a combination of primary research and idea generation. A service which offers tailored mentoring, advice and support throughout the expatriation life cycle will allow for global mobility specialists to help regain control of an expatriateâ&#x20AC;&#x2122;s life, in aim to help alleviate any negative reverse culture shock. Specialists and clients will have the opportunity to share an online platform to build a relationship and be educated and supported through the process of repatriation.

OPPORTUNITY PLATFORM

“

“I think often it is the opportunity to talk that makes the difference. Also to chat with others who have experienced the same as you. So a mix of: outlining the potential challenges, looking forward and getting help to create initial positive first steps to employment or whatever is required, and the opportunity to access a repat coach if there’s a need” Survey Participant 28

62.4%

A significant figure taken from stage one research shows that 62.4% of the 180 participants agreed â&#x20AC;&#x2DC;yesâ&#x20AC;&#x2122; to feeling anxious about having to return to their home country after a considerable period of time away. In agreement, the statistics were developed from the reason that expats have had limited support. This suggests that the implied possible lifestyle coaching has been unable to come to fruition due to the lack of knowledge and research available on expatriation lifestyle. The new brand concept will capitalise on this by integrating a global mobility consulting firm in which will offer specialised training and lifestyle mentoring to overcome the problem.

With 79.4% of survey respondents agreeing that using a service tailored to an individual experience of repatriation would be successful in helping reduce any anxieties (refer to appendix 1.6) shows that there is an obvious market growth and a clear gap.

70.7%

A further 70.7 % of participants agreed they would benefit from having a personal face-to-face experience with a re-entry professional to help coach them through the cultural environment change (refer to appendix 1.9).

66.2 million Moving to a different country, close or far to home, can be extremely exciting to many and can be associated with extreme progression, personally and professionally. Between 2013 and 2017 there was an annual growth rate of 5.8% regarding expats, leaving an approximately 66.2 million expats worldwide and resulting to an estimated growth of 87.5 million by 2021 (Finaccord, 2017), which grows at a compound annual rate of 7.2% (Finaccord, 2017),

79.4%

87.5 million

G L O B A L

H AV E N

INTRODUCTION TO THE BIG IDEA 28

FIG 3.

THE BIG IDEA

G L O B A L

HAVEN

INDUSTRY TREND Education Importance of Transparency Lifestyle Support and Coaching

MICRO TREND Coporate

Culture and Economy

Emotional

MACRO TREND Health and Wellbeing detriment Digital Connectivity

Between the research developed and the idea generation; idea 3 showed the biggest opportunity for success, being most applicable to consumer needs. The combination of the macro and micro trends impacting the external and internal market industry has specifically helped to build the foundations of the concept, in aid to make a change to peopleâ&#x20AC;&#x2122;s lives

G L O B A L

H AV E N

We are an interactive consultancy agency offering personalised repatriation packages that will support those in the midst of a difficult international relocation back to their home country. Packages will be supported by the assistance of our personal coaches who will work closely with each family or individual. In addition to this, we offer an opportunity for a subscription to our website for more individual and self-led support.

CONSUMER TESTING

The respondents from and an ideology that appealing to many. To also highlighted their

“

the survey showed immense interest the concept would be beneficial and support the research gap, participants knowledge of the lack of research.

Participants made it clear that they would use a service, which would help to ease the process of repatriation and would appreciate emotional training and support to avoid reverse culture shock (See Appendix 1.10) and they admitted they felt that they needed “someone to listen and to guide through the emotional upheaval” (See Appendix 1.10). Many respondents offered opinions and advice on how to improve the concept and the majority expressed concerns on how it would be necessary for the agency to have adaptability to each family or individual. The feedback was extremely valued and allowed for change to ensure the concept met the needs of the consumer.

“

WHAT WOULD YOU LIKE TO SEE IN A REPATRIATION SUPPORT PACKAGE?

“I think an important element is that organisation helps the returner to optimise the skills and knowledge they have developed overseas. Family support is also very important.”

(Appendix 1.10)

“Understanding reverse culture shock better, what to expect and how to deal with the realities of moving back, how to relate to friends and family, how to build a support network or tapping into a support network.”

“Coaching 6-24 months with someone that has been through it. The problem with re-entry is that no one experiences it at the same time.”

HOW DID YOU FEEL WHEN HAVING TO RETURN HOME AND WHAT THINGS WOULD HAVE HELPED TO MAKE THIS PROCESS EASIER?

“Up to date guidance as to what has changed, how to navigate those changes. Changes in public attitudes, bye-laws, social etiquettes,etc., Employment and economic changes. What to do first when arriving back in terms of financial support”.

(Appendix 1.11)

“Someone to validate my specific feelings and give me some tools to work with the possible challenges ahead.”

“nothing prepared me for being alone in a crowd, losing my identity, losing my charming story so to speak. So, if I could now design a program for the me I was then, I would want to be paired up with a contact, a mentor, someone who could show me how things work here”.

WHO STRUGGLED THE MOST WITH THE MOVE AND WHY?

“My wife didn’t work overseas, so transitioning back into employment was very difficult for her and for my children, they struggled settling back into school after feeling out of place, due to the different education platforms.”

(Appendix 1.13/1.14)

“Lack of employability after being an enforced housewife for so long.”

“Children are always saying goodbye to their friends in every move and have to start again but as an expat there are lots of other children in the same boat. However When you come back to your home THEY go into a school/ community where friendships are well developed.”

03 33

3 34

THE MARKET

CONSULTANCY MARKET

Richard Hammell, Richard Hammell, a partner at Deloitte states that “Overall, we’ve seen growth in consulting, but with substantial variation in trends across industry sub-sectors” (2018). The term ‘consultancy’ can refer to over 200 types of consulting areas. Comparing the Consulting Marketing reports from 2018 to 2020 shows Brexit-related preparatory activity should provide the future with a boost in demand for consultancy (Czerniawska et al,. 2018). The consulting market in the UK ranks among the fastest growing advisory markets in Europe, with it being worth around £10 billion (Consultancy, 2019). Progressing forward the consultancy firm market is projected to grow at a CAGR of 10.6% by 2022, exhibiting immense progression. Most consultants work internally within a business to deal with the different sectors; however, this business proposition is breaking away from using it as a B2B and developing it into B2C. Therefore, creating a platform within the consultancy market that will alleviate issues developing within a personal level instead of corporate objectives.

PERSONALISED ASSISTANCE CUSTOMER

SERVICE

Research shows that businesses that have not considered incorporating an element of personalisation to their product or service are offering significant risk losing revenue (Jeffery, Vernon-Harcourt and Lewis, 2015). It has been highlighted in Deloitte’s ‘The Rise of Mass Personalisation’ report (2015) that by offering a service providing a personalised element creates an opportunity for the business to propose the service at a premium price. Noticeably there is risk that personalisation may become too saturated and therefore create difficulty entering the market. However, Global Haven will be looking less into direct personalisation and more into tailoring specific circumstances and situations to consultancy. This form of personalisation aims to aid the process of repatriation.

MARKET DRIVERS 37

THE ‘BETTERMENT’ PRIORITY ‘Ambient Wellness’ is a strain of self-actualisation derived from the macro trend of betterment, which considers the features embedded into the everyday environment. Fortunately for the global mobility market, the priority of betterment aligned with the micro trend of the modern assignee employs the desire to take on an international assignment for the opportunities of improved lives, especially when considering a family. Deloitte’s report stating strategies on how to improve the value of global mobility explains the detriments of wellbeing; marginalisation and disconnection (Schwartz, 2011). As a result, Global Haven’s main objective is to secure successful support with the negative aspects of becoming an expat and will utilise its professional employees to carry out the best assistance, leaving families feeling assured.

ACTIVATING PERSONALISATION

Pandey and Jha explained in a Webinar that “hyper-personalisation is the future of marketing” (2019) and consumers will more often than not, always buy into a personalised product or service over one that is not (Devaney, 2017). Studies show that buying into personalisation makes the consumer feel more in control and less like they are a part of something that is ‘one size fits all’ (Johnson, 2019). Erik Devaney stated in an article “As human beings, we are naturally more inclined to engage with information that we find relevant and interesting” (2017) and therefore highlights the importance of not giving a ‘one size fits all’ consulting programme, but instead adapt it to the relevant situation. Personalisation in Global Haven does not come from the collection of data or marketing techniques, but throughout the sole purpose of creating and building relationships with the clientele to help gain a sense of control back by adapting the training package to the specific situation.

PESTLE ANALYSIS

FIG 4.

PESTLE ANALYSIS

The PESTLE analysis has been used to help contextualise which external impacts will have effects on Global Haven. (Refer to Appendix 4.7 for full PESTLE)

POLITICAL Brexit has caused political disruption since implementation in 2016 (BBC, 2016) and is continuously becoming a growing issue for UK/EU citizens that live outside of their native country. Since the UK officially left the EU on January 31 2020 it has caused uncertainty for companies that have a form of global mobility that interact with the UK (ShieldGeo, 2020). An immediate effect that Brexit created causing the uncertainty was the fall in the British pound, that reflected a lack of confidence in the economic fallout from Brexit. Nationals that are paid in pounds will be significantly challenged to meet their home country’s expenses due to their decrease in pay from the outcomes of Brexit (ShieldGeo, 2020).

RELEVANCE The increased level of disruption that Brexit is causing has developed a sense of rebellion within the UK and expats may request to relocate to another country or to return home (SheildGeo, 2020). Given that the UK have issued a less welcoming policy towards working in the UK, HR departments will want to maintain a more positive and personal strategy to communicating with their expats, which will monitor their transition and evidently create a strategy for dissatisfied expats already in the UK.

ECONOMIC The British economy was reported to have a failure in growth as of the final 3 months of 2019 amid the uncertainty of Brexit (Guardian, 2020). The economy slowed down in the final quarter as consumer spending slumped over Christmas leading up to the election, therefore exhibiting the lack of disposable income that consumers are receiving and spending (also impacted by the exchange rates for expatriates) (BBC, 2019). Lisa Johnson, Global Practise Leader at Crown World Mobility stated that “The focus in Global Mobility should be on how to support a growing independent talent pool” (2017) however may prove difficult due to the barriers within trade and visa allowance. Having barriers between countries for travel and trade will impact Global Haven hugely .

RELEVANCE

Due to the uncertainty of the economy (and taking into consideration the future possible economic crash due to the coronavirus), employers may not be able to afford to send anyone overseas for an international assignment. Expatriates are often highly expensive, costing up to 3 or 5 times more than the general employee (Shaffer et al, 1999). Therefore, unless proven vital to the company, expatriation due to employment will be put to a halt and kept in their host country.

SOCIAL Family obligations will be a large factor to consider when relocating as the family will have to remove themselves which impacts the willingness to move. The removal of family support is the utmost important factor on the decision to stay or migrate (Castelli, 2018). As some have less of a choice to relocate over others, the aspiration and desire to migrate is a crucial key factor that intertwines with alternative external factors of migration to finalise the decision. Relocating countries can cause a massive strain on personal beliefs, religious customs and cultural norms (Bhugra et al., 2004). The understanding of the personal loss this may have may possibly have an effect on one’s mental state and therefore put a strain or halt on the decision to move. Conversely, this may have a positive effect within the ideologies that certain people may want to practise different religions and customs and how it can benefit children’s upbringing.

RELEVANCE Family obligations can hinder the final decision making for having to move country. It may cause a stigma and unprecedented attitudes towards the decision from family and friends and this may have an impact on one’s well being. Likewise, the attitude change that the expat must adapt to will be daunting worrying for families.

TECHNOLOGICAL

“Another technology-driven innovation in the sector is asset based consulting. In asset based consulting, technology is used to add value and competitive advantage for customers” (GEP, 2016). The technological advancements that are constantly growing as of 2020 may just be the reason for higher percentages of global relocation nowadays due to the fact contact is so much more accessible (Gelb et al,. 2018). Families have the safety net of being able to contact their families extremely easily and companies are able to track their employee’s success easier. Having the technology to do this will help employees stay on track and in touch with home. According to The Global Risks Report (2020) the addition of the digitalised world incorporated into companies means there is also a risk of cyber-related issues such as data attacks, fraud and theft and therefore will need to ensure the implementation of GDPR and risk assessments.

RELEVANCE Global Haven being based and originated online means it is vital to practise safe internet use and give all employees the correct online and technology training, which will give employees the protection needed. GH will have to make sure their equipment is up to date and valid at all times to decrease the risk of bugs or interuptances, this is an important financial factor to consider.

LEGAL The General Data Protection Regulation, implemented on May 25th 2018 is the framework that sets the guidelines for the collection and protection of data from individuals who live in the EU (Frankfield, 2019). Data privacy has increasingly become a priority for many countries and as a result, have put in place robust data regulations that businesses must comply to and will face financial consequences if not (Iubenda,2019). In general, users, clients, customers and employees must be informed of the regulations and as GH is an online based business, this will highly impact the business. Additionally, legal regulations and laws may complicate the process of expatriation and the impacts for a supporting consultancy firm.

RELEVANCE Since the addition of the Withdrawal Agreements and Declarations, a start-up company such as Global Haven may suffer from lack of clients due to the ‘domino-effect’ that these policies have on expats. Dispatches Euro’s most recent article regarding the policies explained that “post-Brexit, the United Kingdom already is seeing a drop in the number of highly skilled internationals applying for jobs.” (Dispatches Euro, 2020) demonstrating that companies will be less likely to send their highly-skilled workers abroad and keep them in the UK to avoid expensive legal difficulties.

ENVIROMENT In 2019, the world’s temperature was approximately 0.95 Celsius degrees warmer than the 20th century’s average and in the past few years, global temperatures have been amongst the hottest on record (Wang, 2020). Going forward, the fifth largest consumer of energy in the world is the paper industry and has a significant impact on a company’s carbon footprint (Cochrane, 2020) and therefore is vital that paperless schemes should be incorporated into business models. According to Recycle Nation “approximately 75% of waste generated by people in the US is recyclable, but only about 30% of this is actually recycled” (Nielson, 2018) in which enforces the reasoning to completely swap to a digitalised way of life.

RELEVANCE Global Haven obeys the paperless scheme by being a completely online and digital consultancy firm. From the services GH provides down to their marketing and communication techniques, there is minimal negative impact on the environment in terms of waste. GH carefully chose to be a digital business for many reasons including consumer convenience to avoid car travel as “72% of Europe’s C02 emissions comes from road transportation” and as GH are online, the use of care travel should be minimised significantly.

COMPETITOR ANALYSIS

FIG 5.

COMPETITOR SIETAR UK “Our main purpose is to build a strong network of interculturalists in the UK with activities ranging from conferences, professional development, networking events, and job offers.” (SIETAR UK, 2019).

FAMILIES IN GLOBAL TRANSITION “Connecting the globally mobile and those who support them to resources, research and a global community” (FIGT, 2020)

VELVET ASHES “We are an online community of women serving overseas. We are a unique tribe, bonded by the shared journey of uprooting our lives.” (Velvet Ashes, 2019).

PRODUCT/SERVICE SIETAR UK is a non-profit society for intercultural training and education, based on helping people start careers and educate about cultural differences. On a membership basis, you can join mentoring sessions and conference meetings about world affairs.

A welcoming forum for globally mobile individuals with families, promoting cross-sector connections to support growth and wellbeing by keeping educated.

A blogging service specifically to encourage bravery for women serving internationally, where they can share blog posts about their experience as an expatriate.

PRICE RANGE

£75 per year for normal membership £200 for corporate membership £300 for academic purposes

£52 for normal subscriptions £280 for organisations and schools

£ 25 to join the website that enables the sharing

INTERNATIONS.ORG “Connect with other expats in your city Join exciting events to meet international people Get tips & information about your destination …in 420 cities worldwide” (Internations, 2019)

RELATE.COM MILITARY SUPPORT A service offering consulting and counselling across many different avenues involving families, relationships, lifestyles and career changes. Consulting takes place either face-to-face or over the internet anonymously. (Relate, 2019)

InterNations Changemakers is the world´s largest community outreach program for expats. It’s a global initiative where over 40,000 expats donate their time and talents to people in need each year.

Relate nationally has been chosen by the Royal Navy and the Royal Air Force to provide relationship support and Relate Dorset, South Wiltshire and South Somerset is able to help you and your family in a number of ways.

£ 8/pm (for 3 months) £7.30/pm (for 6 months) £6/pm (for 12 months)

(subject to one session only) £57 - evening appointment £51 - daytime appointment £63 family counselling FREE for veterans born before 1950

CONSUMER NEEDS/WANTS

WEAKNESSES

> A guaranteed process of improving self-worth and job satisfaction > Builds your professional networking of intercultural trainers and educators > Prides itself on being culturally diverse, especially within its mentors

> An overwhelming online platform, which lacks a sense of personal connection or intimacy > Only ways of communication are through conferences in large groups

> Allows expats to attend conferences >Ability to share blog posts > Attend meetings that will allow for a community to come together

> A platform to stay somewhat connected to each other in the community > Has affiliates in over 14 countries where FIGT events can take place

> Lack of connection to the user over the internet and third party presenter > Does not adapt to situations or families, remains standard education >Has a lack of social media presence

> The online community centres around a new theme or world affair each week > Offer women to share their own blog posts about their experience for free. > Offer annual online retreats for blog sharing

> A wide target audience as it is eligible and available for all around the world > A positive and interesting way to hear stories from all over the world experiencing the same thing > Creates a sense of connectivity even though it is only via blogging

> Revolving communication over blog posts lacks user connectivity in a close and personal way > Not overly well established in the global mobile market >Lack of social media

> Primary basis for education on the subject of cultural differences > Place for individuals to begin their career progression into professional development in the subject matter

STRENGTHS

> InterNations Groups is a way to meet fellow expatriates >Internations is a subscription based online platform, which allows expats to meet up in InterNation activities and events.

> Quite a well established connectivity platform for expats and has a sufficient amount of coverage for social media accounts

> Personal and intimate counseling to help clients in the difficulties of their life > Offers a wide range of support.

> Opportunity to have counselling but remain anonymous > Allows service use through the app and face-to-face > Offers conferences for education too

> Lacks a sense of professionalism as the main form of contact is via chat rooms > Events are not held in all places so in some cases the subscription is unnecessary as they wont be able to join

> Counselling sessions packages are all fairly long and no choice for just 1 or 2 (eg free trials)

COMPETITOR

REFLECTION Exploring Global Haven’s key competitors has provided a deeper understanding of the market that GH is entering. Even though all the competitors offer a variation of similar services, none of them provide a direct consultancy service that offers personalisation to each situation. This exhibits the gap in the market. From analysing how the competition meets their customers’ needs complied with the strengths, it is evident that the sense of community has been met through sharing platforms, which signifies a strong entry point for the market. However, whilst a sharing platform for expats helps to build a community, it lacks professional expertise working one-on-one with the expat to overcome the possible detriment to mental health. Therefore, highlights the possible opportunities for Global Haven to incorporate into the business model to thrive above competition. Global Haven regard ‘Relate’ as their highest threat as it familiarises itself best with the consultancy services that GH offer as they sell themselves best for their counselling. Even though ‘Relate’ offers an extensive list of situations, there seems to be a lack of any form of support towards a global mobile situation, instead, the closest situation to expatriation is the return for the armed forces. In connection with expatriation and repatriation, community platforms ‘Velvet Ashes’ and ‘Internations’ share similar aims by trying to help overcome uncertainties and difficulties of the situation.

“ 45

â&#x20AC;&#x153;

â&#x20AC;&#x153;Up to date guidance would be beneficial...as to what has changed, how to navigate those changes, changes in public attitudes, byelaws, social etiquettes. Employment and economic changes. What to do first when arriving back in terms of financial support.â&#x20AC;?

Survey Participant 18

FIG 6.

COMPETITOR POSITIONING MAP

G L O B A L

RELOCATION

HAVEN

C O N S U LTA N C Y

PROFFESIONAL

COMMUNITY

FUNCTIONALITY

EMOTIONALY

ANALYSIS

This market positioning map shows where each of Global Haven’s competitors places themselves between functional and emotional support in between whether it is community led or professionally based. Global Haven situations itself in the middle of the map, showing that the consultancy service offers a fair mixture of functional and emotional support by using expert global mobility consultants and community communication through the website and marketing methods (see chapter 8). The competitors situated on the right of the map has a tendency to be more expensive; Global Haven offers a range of prices between £145-£279.99 so that the consumer can pay for the service they feel most comfortable with. Most importantly, Global Haven’s services perfectly distribute giving functional guidance with emotional support whilst completely tailoring it to the client and therefore, consists of a strong USP.

PORTERS 5 FORCES THREATS TO NEW ENTRANTS THREAT LEVEL: MEDIUM TO LOW Due to the growing aspiration to move country and travel, the market for emotional support is lacking and therefore, since Global Haven has a lack of existing direct competition, there is reason to believe the threat of new entrants is at a medium to low risk. Establishing strong and loyal relationships with consumers will become a safety net for Global Haven when dealing with the possibility of new entrants. Although the service offered may only be used once or every few years by the customer, it is vital that relationships remain close and personal due to the possibility of referral and word of mouth promotions.

SUPPLIER POWER

THREAT LEVEL: MEDIUM TO HIGH In terms of secondary or tertiary competitors, price competition varies from £25 to £350 for yearly subscriptions to different platforms offering connectivity with expats. This opens up the opportunity to not only offer prices in the middle of those, but to also offer packages that require different lengths of time and price. Appealing to those who want the choice of support throughout the process of their expatriation cycle or just one part of it. It also opens up the luxury of being able to settle on a personalised and ensured package that works best for them in terms of price and reliability.

COMPETITION RIVARLY External macro trends in combination with micro factors are pushing the global mobility market and resulting in families, or individuals, having to adapt to new lifestyles and cultures. Although the trend of relocating is growing, the understanding of the adaptability process is lacking and therefore, Global Haven has minimal direct competitors in terms of its services. With GH offering a strong brand identity and values to a niche group of consumers, competitive rivalry is projected to remain low. However, education and behavioural training is vital for GH to remain above competition as for the brand to survive, consumers must understand the need for the support.

BUYER POWER

THREAT LEVEL: MEDIUM TO HIGH A unique guideline that Global Haven offers is being able to choose the package most suited to the buyer. Packages come in different time period lengths along with the suited prices, however GH also offers a subscription fee to the website of £14.99 per month which allows consumers to view and watch content specifically uploaded for subscribed users. Guaranteed, a global move is already expensive as it is, and therefore we price our services at an appropriate point so we can ensure consumers get the help they need. As educating expatriates on the dangers of minimal support is vital, using high prices to . dissolve that would put GH at a disadvantage. FIG 7.

THREAT OF SUBSTITUTION

THREAT LEVEL: MEDIUM TO HIGH

Global Haven is not the first brand to offer repatriation support, but it is the first to offer consulting through creating relationships and support as a service instead of a sharing platform via social media. The threat of substitution remains high in the market due to the ease of expatriates choosing a free of charge platform where they believe will give the same outcome. If strong and well-known brand competitors such as SIETAR alter their strategy to include consulting, then GH may lose relevance as a new start up brand within the industry. To overcome this, it is important for GH to continue promoting the personalised assistant aspect of the consulting as that is something that will struggle to be substituted

ANALYSIS

The Porters 5 forces model has displayed areas of strong opportunity for Global Haven to capitalize in, ensuring that GH remains parallel or above their competitors. Competitors such as SIETAR and Families In Global Transition both offer services with the same aim however specialise in educating through conferences and lecture events rather than a more intimate level of consulting for transitioning. Therefore, this shows that Global Haven has a fairly medium to low risk of losing visibility. Going forward this will result in strong buying power as GH will be one of the very few brands to offer a consulting service specific to repatriation.

TOWS ANALYSIS

A TOWS matrix is a crucial tool to help classify the relevant framework to be closely analysed and considered to help build a robust foundation to the business, whilst observing and tracking the threats so they can be kept minimal. The business concept has a substantial amount of market readiness due to the lack of direct, primary competitors. Therefore, has a large opening for exploitation regarding the need for consultancy during a global move. With the risk of slow growth for Global Haven as it is new to the market, it is important to use opportunities highlighted in the TOWS and PESTLE to overcome this by using a digital platform to promote and saturate consumers with information, which will secure a loyal pool of consumers. The strengths, weaknesses, opportunities and threats are ranked from 1-3 in level of importance (1 - highly important, 3 - least important).

FIG 8.

OPPORTUNITIES

>Monopolise consumer attitudes towards the need and success of repatriation support. (1) >Create success in adapting clients to a new lifestyle. (2) >Create collaborations with global mobility brands to extend consumer awareness and growth. (3)

STRENGTHS >Evidence of gap in market and consumer need. (1) >USP of personalised support will attract mass. (2) >Strong brand identity to affirm consumer attraction and visibility. (2)

WEAKNESSES >Communication for clients situated overseas (need for strong technology). (3) >Necessity to gain initial consumer trust for a start-up business. (1) >Low brand awareness Small team for start-up. (1)

S/O - STRATEGY Global Havenâ&#x20AC;&#x2122;s strong information providing evidence of the gap in the market will help towards educating consumers of the lack of research into repatriation. Essentially this will educate consumers on the vitality and importance of a service that supports such a situation. This will solve and eradicate controversy to monopolise negative or unprecedented attitudes. Additionally GH can engage in collaborations (B2B) with relocating companies or employers to aid growth on consumer awareness.

W/O - STRATEGY

To minimize the pressure of low brand awareness and being a startup business gives GH the advantage of being niche and approachable to the target consumer group. Using a powerful USP will help to gain brand loyalty and expansion, which will meet customers expectations. Creating an effective launch into collaborating with agencies in the travel and relocation services industry (such a Crown Mobility) will heighten awareness and also secure business partners that will refer people to Global Haven for repatriation support.

THREATS >Changing client behaviours on their situations. (2) >Existing competition offering similar communication services free of charge. (1) >Changing trends and drivers meaning there may not be a continuity of clients at all times. (2) S/T STRATEGY Strong brand values and personality traits that heavily resonate with consumers may attract loyal consumers that will eventually help GH with one of their promotional strategies of word-of-mouth or referrals. However new or existing competitors creating sharing platforms with parallel mission statements may steal GHâ&#x20AC;&#x2122;s success. Likewise, changing trends pushing the lack of clients may be unavoidable at times. As mentioned in the PESTLE, COVID-19 may be the result of an economic crash and therefore limited travel going forward. Although, in this case, it is vital to push the 3rd package (3 months support) and advise it is open to adaptation to the specifics of the move or settlement and once established, consumers will use the service for an array of needs relating to global mobility. W/T STRATEGY The weakness of Global Haven having low brand awareness as a startup will remain at a moderate level of risk due to consumers using alternative brands. The communication strategy within the business plan of it being via phone call or online communication platforms will need to be factored into the risk assessment and Global Haven must ensure consumers are captured into the brands values and mission statements. Technological macro factors as mentioned in the PESTLE will support this by the dire need to constantly update their online platforms to ensure there is no lack of direct contact. Global Haven aims to be able to grow down all avenues and therefore eventually have a larger team of specialists helping our clients. To avoid the threat of lack of consumers, GH will ensure promotional strategies of using success will be put in place on the social media accounts and website.

GH G L O B A L

RELOCATION

H AV E N

C O N S U LTA N C Y

THE BIG IDEA WHAT IS IT

OVERVIEW Global Haven’s personalised consultancy firm will be online, giving customers a reachable platform to our personal assistants so there is opportunity for communication and advice on how to ease the settling process. International assignees seeking support have the opportunity to purchase one of three packages which will be determined through length basis and severity of personalised support.

BUSINESS MODEL

FIG 9.

KEY PARTNERS > Expats > Repats > Third culture kids > Investors

> Repatriation support > Cultural guidance > World affair discussion

RELATIONSHIPS

KEY RESOURCES

> Personal assistants > Consultant support > Personalisation to situation > Trusting

CUSTOMER SEGMENTS > Expats feel alienation by the process of repatriation > Consumers feel uneducated about the complications

KEY ACTIVITIES

> Online consultancy > Global Haven website

COST STRUCTURE Channeled costs: > £204.99 average package price > £14.99 website subscription

VALUE PROPOSITION > Education > Repatriation complication awareness > Relationship building > Minimised alienation & isolation

CHANNELS > Website > Podcasts > Trade events > Consultancy software

REVENUE STREAMS

> Consultancy packages > Website subscriptions

REVENUE STREAMS

REVENUE PACKAGES

£145 - 3 months £149.99 - 6 months £279.99 - 12 months

Global Haven’s main stream of revenue will come from the three consultancy packages. Costing of the service varies on each package that differs in time length and severity of the support, each package has a different aim and implies to support different factors of anxiety led issues. The aim of the consulting is to minimise the effects of repatriation that especially impacts the unemployed trailing spouse.

REVENUE

SUBSCRIPTION

£14.99 per month

As an alternative to retain consumer loyalty and visibility, Global Haven offers a subscription to the website which enables cross-communication. Additionally, have the opportunity to read up on previous clients’ stories and how GH helped them (also available to non-subscribed users) that will create word of mouth and be used as a marketing strategy. The Global Haven website subscription also allows consumers to listen to the monthly podcasts, aiming at both adults and children to help them with the repatriation process (information in chapter 8). Moreover, if a customer chooses to buy one of the services, the account will automatically change to the subscribed version for 1 year

CUSTOMER JOURNEY

The customerâ&#x20AC;&#x2122;s journey with Global Haven is paramount for building strong and loyal relationships. It is important that clients have a seamless passage through the website as the main source of communication. (This consumer journey is specific to consultancy packages only and solely to catch a glimpse of the website using the main revenue stream.)

The main page of the website that viewers will see. A simple and sleek interface layout easy to navigate.

STEP 1

GH G L O B A L

H AV E N

ABOUT US

PACKGES & SUBSCRIPTION SERVICE

RESOURCES

SUCCESS STORIES

MEET US

CONTACT

STEP 2

GH G L O B A L

HAVEN

ABOUT US

PACKGES & SUBSCRIPTION SERVICE

RESOURCES

SUCCESS STORIES

MEET US

CONTACT

PACKAGE A - 3 MONTHS PACKAGE B - 6 MONTHS

PACKAGE C - 12 MONTHS

Step 2 shows how users can use the website to easily navigate important information using the drop down boxes on each section (more information in Chapter 8). This is also the route clients will take to purchase a package. Step 3 shows a brief description of the content of each consultancy package and the price point with the place of purchase. In the top right corner, clients have the opportunity to download the full PDF file, which provides depth detail about GH and each package, helping to choose which is suitable for the individual.

GH G L O B A L

STEP 3

HAVEN

ABOUT US

PACKGES & SUBSCRIPTION SERVICE

RESOURCES

SUCCESS STORIES

PACKGES & SUBSCRIPTION SERVICE PACKAGE A - 3 MONTHS EMOTIONAL SUPPORT > Clients are provided with confidential training sources including in depth information and research about how culture shock will impact you and why it happens. Helping to understand this is common and is normal to feel. > One-to-one mentoring with an expert providing etiquette and expectation training, given and directed to external sources that may help with any issues.

BUY NOW £145

PACKAGE B - 6 MONTHS EMPLOYMENT & EDUCATION > Offer job opportunities and employment help. > Research into the best education platforms suitable for your family, with enough time for application before moving. > Offer support in the process of job hunting with an understanding of the stress and nervousness. > Opportunity for GH to get in touch with recruitment agencies with your CV and application forms to support with the search in your area of expertise.

BUY NOW £189.99

MEET US

CONTACT

DOWNLOAD FULL PACKAGE PDF

PACKAGE C - 12 MONTHS FULL JOURNEY SUPPORT > Mobility support. Allowing us to find the best quotes and deals from moving companies that will help pack up your home in your host country and successfully ship it to the UK. > Complete one-on-one support and coaching from start to finish. Allowing coverage of all points of stress. > Emotional mentoring on the impacts of goodbyes and how to overcome feeling isolated and alienated using professional and expert sources.

BUY NOW. £279.99

EXTRA DOCUMENTATION INSERTS

G L O B A L

H AV E N

PACKAGE DESCRIPTION & SITUATIONAL ADAPTABILITY FORM

Brian Hurn, a researcher into repatriation (1999) argues that there are two types of characteristics expats develop from returning to their home country. Alienation and Reversion. Alienation is the process of experiencing negative feelings developed about their home country once they have moved back. This is resulted by experiencing a reverse culture shock from living two very different lifestyles (Hurn, 1999, p.224-228).

GLOBAL HAVEN CONSULTANCY PACKAGES

£145 - 3 months £149.99 - 6 months £279.99 - 12 months Global Haven Consultancy would like to offer you a choice of 3 packages that will help you and your family overcome any feelings of reverse culture shock throughout the process of repatriation. The services will be led by our specialised global mobility consultants who will act as an assistant to your family, helping to advise, mentor and coach you through any difficulties you may face, we understand that global relocation can create situations that may be stressful and time consuming and therefore we are willing to take the responsibility of organising these for you. Each package will ensure saturated support for the time frame chosen via our online consultancy software that enables us to reach you easily and effortlessly for you, and us. Our consultants will go above and beyond to help research all avenues of returning back to your home in order for it to be as seamless as possible. In addition to this, purchasing any of the 3 packages will enable an automatic subscription to our website for 1 year (worth £14.99 per month) which offers access to our monthly world affairs and popularculture podcasts, live access to our TED X TALKS and a personalised news feed tailored to the place in the UK you are returning too. Clients will fill out a ‘Situational Adaptability’ form, which will allow the consultants to completely adapt the packages to your situation. Allowing for the support we give be completely tailored and avoids a ‘one size fits all’ assumption. WHAT CAN WE OFFER? Package A - 3 months Maximum of 2 people per consultant. £145 paid upfront of purchase. This is the shortest time frame of support we offer as we believe this is the least, we can do in order to make a difference. Package A is mostly based on minimising the effects of reverse culture shock and therefore works solely as a culture training package. The global mobility consultants will use their expertise and professional training to educate you about how to overcome lifestyle changes impacted by culture shock, how to avoid feeling hostile and how to deal with changing attitudes that come normally with expatriation. This includes: > Clients are provided with confidential training sources including in depth information and research about how culture shock will impact you and why it happens. Helping to understand this is common and is normal to feel. > One-to-one mentoring with an expert providing etiquette and expectation training, given and directed to external sources that may help with any issues. > Opportunity for a ‘Q&A’ system at any time using the ‘Prospofiy’ consulting system that comes FREE with purchase of a package. > Emotional support conversations via Telephone/Skype/Zoom calls in order to feel connected and less alienated. > This package is suitable for people moving to the UK for the first time too as we deal with cultural training accustomed to the UK as well for people with less to no understanding at all (ie, University students, moving for job purposes, immigrants.)

Package B - 6 months Maximum of 4 people per consultant. £189.99 paid upfront of purchase. Package B offers support involving the issues surrounding education and employment. We understand that the trailing spouses may be experiencing difficulty gaining experience back on the employment ladder due to being out of work for X amount of years. It is our job to help you find your passion back and find you employment opportunities in your area of choice. More importantly, we will take into account the stress derived from moving back to your home country and feeling unemployed, we will emotionally support you through this and can guarantee help. Additionally, if you are a family and moving with children, the information on your ‘Situational Adaptability’ will allow for us to understand what form of education is best suited to you and research into different nurseries, schools, 6th forms, universities and colleges that will be most appropriate for your family. This includes: > Offer job opportunities and employment help. > Research into the best education platforms suitable for your family, with enough time for application before moving. > Offer support in the process of job hunting with an understanding of the stress and nervousness. > Opportunity for GH to get in touch with recruitment agencies with your CV and application forms to support with the search in your area of expertise. > If you wish for a career change, we support this by using the correct sources to help find your passion and interest. > Coaching about the best way to apply for jobs and put you in touch with suitable contacts. Package C - 12 months Maximum of 6 people per consultant. £279.99 paid upfront of purchase. Package C offers a full 12 months worth of support, in hope that you, as our client, will feel at ease about the process of repatriation and enjoy your experience with us. The importance of package C is to take you on a journey of our own, allowing you to let us know where your main concerns sit. The difference of this package is that it allows for our assistants to shadow you throughout the process of repatriation and will offer support within the initial moving process as well. Package C offers all of the support above and the following: This includes: > Mobility support. Allowing us to find the best quotes and deals from moving companies that will help pack up your home in your host country and successfully ship it to the UK. > Complete one-on-one support and coaching from start to finish. Allowing coverage of all points of stress. > Emotional mentoring on the impacts of goodbyes and how to overcome feeling isolated and alienated using professional and expert sources. > Teaching on how to use memorabilia to ensure the family understands that the international assignment is a valued part of one’s life. > Opportunity for coaching children about the positives of repatriation and how to settle back into a different country. > Coaching and educating about the impacts on the possibility of feeling identity loss and how to remain secure when moving to different countries.

G L O B A L

HAVEN

‘Situational Adaptability Form’

Please provide as much information as desired. Please put a X in the boxes where applicable. This form allows for our consultants to understand your personal situation and adapt each package to suit you best. EXAMPLE:

1. Which package are you choosing?

2. PERSONAL INFORMATION 2a) NAME ............................................................ 2b) DATE OF BIRTH: ............................................................ 2c) Address you are currerntly situated at: ...................................................................................... .................................. 2d)Mobile Number:.................................................................................... 2e) Home Phone Number: .................................................................................... 2f) Email Address: ................................................................................................................................... ............................................................................................................. 2g) ARE YOU SEEKING SUPPORT FOR: Yourself as an individual:

YES

Yourself and your family:

YES

2h) Children’s ages if applicable: ............................................................ ............................................................ ............................................................ 2i) Who in your family do you think will benefit from the most support?: ............................................................................................................... 2j) Nationality: ............................................................................................................... 3. EXPATRIATE/REPATRIATION information: 3a) How long have you (or/and your family) been living abroad for? ............................................................................................................... 3b) Country currently holding your international assignment: .............................................................................................................. 3c) Place of return: ..........................................................................................

3d) Have you lived there before?

YES

If yes, how long for? ................................................................................ 3e) Are you returning to a familiar place?

YES

If no, why? ................................................................................ 3f) Please list all other countries previously lived in if applicable: ................................................................ ................................................................................................................................................................................ ................................................................................ 3g) Reason for expatriation: ................................................................................................................................... ........................................................................................................ 3h) Reason for repatriation: .................................................................................................................................... ....................................................................................................... 4. Employment 4a) Current occupation(s): 1. 2. 3. 4. 5. 6. 4b) Do you need employment support in return?

YES

MAYBE

4c) /or are you already returning to a specific job role? YES

MAYBE

4d) Which career sector are you looking to go back into? Accountancy, banking and finance. Business, consulting and management. Charity and voluntary work. Creative arts and design. Energy and utilities. Engineering and manufacturing. Environment and agriculture. Healthcare. Hospitality and Events Management Information Technology Law/Security Leisure, Sport and Toursim Marketing, Advertising and PR

Media and Internet Property and Construction Public Services and Administration Recruitment and HR Retail/Sales Science and Pharmaceuticals Social Care Teacher/Education Transport and Logistics Please specify any other details: .......................... ....................................................................................... ....................................................................................... ..................................

In relation to question 4D do you have all the correct and up to date/relevant qualifications for the sectors chosen above? YES

DON’T KNOW

If not, will you need our help and guidance to make sure all documentation for this is collected appropriately? YES

DON’T KNOW

5. EDUCATION 5a) What level of education are you (or your) children in? - Private school - State school - College - University - 6th form - Nursery - Secondary school - Primary school 5b) What level will you (or they) be returning to after the move? .......................................................................... ............................................................................................................. 5c) Will you need support finding the appropriate places for your children? YES

MAYBE

6. PERSONAL IDENTITY AND THE RELATIONSHIP WITH CULTURE 6a) Do you understand the term ‘reverse culture shock’ and that you may experience it on return? YES

DON’T KNOW

6b) Have you experienced this before? YES

DON’T KNOW

6c) If yes to question 6B, how did you deal with it before? is there anything we should know that you found helpful previously that we could incorperate into this service too? ......................................................... ................................................................................................................................................................................................. ................................................................................................................................................................................................. .................................................................................................................................................................................................. .................................................................................................................................................................... 6c) Will you require culture training for yourself and/or your family? YES

MAYBE

6d) Have you got family and/or friends in the place you are returning to? YES

6e) Do you feel they will understand the complications of repatriation the same way they did with expatriation? YES

6f) What would you most like to gain out of our consultancy packages?............................................................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ..................................................... 6g) What would you classify as the most important aspects of the support? ................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................. 6h) From the Global Haven Consultancy Package document, are there any parts of different packages that appeal to you as well? ............................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ .................................................................................... 6g) What is the reason for choosing the package you have? ................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ................................................................................................................................................................................................ ............................................................................................................................................... 6h) Will you be using the subscribed website to remain up to date on what we have to offer you? YES

DON’T KNOW

7. DECLARATION FORM: I ………………………................…..hereby solemnly declare that I undertake to bear the cost of the service and the service offered by the global mobility consultants. I agree to work together with the consultants in order to gain the best results possible. I understand that it is necessary to complete the full time period of the chosen package for the benefit of myself and the consultant. I take into consideration that this support is solely based around emotional support and how to overcome identity loss and alientation with the addition of practical and lifestyle guidance. Printed Name……………………………………................... Signature…………………………………….……………………. Date………………………………….…………………….………...

SUB LOGO

BRAND GUIDELINES

OFFICAL LOGO

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STYLE/IMAGE INSPIRATION

PATTERNS

It was important to stress the desire for a calm but exciting aesthetic due to the coordination within the topic of expatriation and repatriation. An Instagram poll was conducted in order to gain opinions on logo choices (refer to appendix 3.1), 58% of respondents chose the current GH logo due to its sleekness and ease to capture attention, with one participant stating “this logo is most appropriate for a corporate service” (2020). The decision to keep the logo black and white was to ensure the aesthetic remained minimal. According to colour theorist Dovijarov, black and white has associations with power and sincerity allowing for consumers to trust the brand (Dovijarov, 2018). The colour palette includes orange, grey and dark green. The colour orange is trusting, warming and “great for bringing comfort during tough times” (Cherry, 2018) and thus, the reasoning for choosing this colour due to theory resonating with the chosen topic of identity disruption. Testing business names allowed for justification of ‘Global Haven’. The world ‘global’ was chosen to ensure consumers are eligible for any service no matter where they are in the world. Overall, the business name was finalised by the justification of an interview participant agreeing that “Global Haven sounds aspiring but warming and comfortable”,

It is sophisticated and if i saw that logo online, i would associate it with a professional business

it looks well established, i love the subtly of it.

I LIKE THAT THE COLOURS HAVE BEEN KEPT TO A MINIMUM, IT IS NOT TOO OVERBEARING. ITS VERY SUITABLE FOR A CONSULTANCY AGENCY

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BRAND DEVELOPMENT

The following brand objectives for Global Haven have been identified in order to set benchmarks for growth and maturity.

01 02 03 04

Retain excellent customer service between the clients and global mobility consultants by using clear and emotionally understanding communication.

To create a profitable interactive consultancy platform from the first year of business with Global Haven portioning 10% of the overall expats returning home each year within the first year of establishment. Additionally, continuous heightened brand awareness.

Continue to improve employees skill set and expertise of what they are able to offer clients to ensure maximum success in the constultancy packages.

Maintain sustainable growth by the upkeep of marketing techniques to retain customer knowledge about Global Haven

BUSINESS OBJECTIVES 71

“ “

VISION

To create an established understanding on the need for support in repatriation with a personalised communication service to accelerate in recognizing the highlighted issues from repatriation during the process of returning home.

MISSION

“ “

Global Haven is committed to supporting international assignees in their process to moving back to their home country. GH aims to reduce uncertainties about the repatriation half in the expatriation cycle in order to alleviate any feelings of alienation by providing personalised, one-to-one, support through consultancy.

VALUES COMMUNICATION COMMUNICATION Global Haven’s USP surrounds the idea of having exceptional streams of communication to excel in the line of support for our clients. Additionally, rise above the existing competition by our personal assistants communicating with families within a close relationship.

SUPPORT SUPPORT Support is a value that builds the foundations of Global Haven and is at the heart of our consultancy. It is vital that our clients feel they have the right amount of support to guide them through the processing of moving their lives. .

PERSEVERANCE PERSEVERANCE We as a consultancy agency understand that a ‘one size fits all’ policy will not be sufficient enough with the speciality of the services we provide. Therefore, we will persevere with our clients to build suitable mentoring that tailors to the family in need.

FIG 10.

GLOBAL HAVENâ&#x20AC;&#x2122;S BRAND PYRAMID (Rossolatos, 2015)

ESSENCE A personalised consultancy market offering support for emotional benefits of our clients.

PERSONALITY COMPETENCE SINCERITY SAFETY SOPHISTICATION

VALUES COMMUNICATION SUPPORT PERSEVERANCE

EMOTIONAL REWARD Global Haven allows clients to feel more connected to a community that carries the right emotional and educational support that is not widely available anywhere else. It allows consumers to build relationships and feel more at ease. It aims to help children feel more settled into schools and clubs whilst feeling more connected to current pop-culture and gives them a sense of connection to someone who understands and is willing to advise and mentor.

FUNCTIONAL BENEFIT In the wider picture, this service aids to help consumers feel less pressure and stress with the masses of organisation that is necessary when moving country. Our personal consultants will advise and mentor by taking pressure of the family and alleviating any uncertainties of difficult tasks by motivating the family to believe this is the right decision for them.

WHAT DO WE DO? WHAT DO WE DO? Personally consult individuals progressing through the expatriation and repatriation cycle, in order to mentor them through a difficult situation in order to alleviate isolation and alienation by advising on lifestyle changes.

WHO DO WE WHO DO WE SERVE? SERVE? Expats having been away on a short or long term international assignment that are now experiencing repatriation and having to return back to their country of citizenship.

HOW DO WE HOW DO WE SERVE? SERVE? Global Haven offers 3 packages up for purchase. Packages are offered on a time length basis, which also indicates the price. Global Mobility consultants will use excellent communication services through the online consultancy service. Refer to pages 57 and 58 for a full breakdown of what the consultants will offer the clients.

THE 3 E’S BRAND ADMIRATION “Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management.” (Park et al. 2016). Admired brands offer exactly what consumers want, which enables benefits in an enticing way that enriches the experiences and builds brand loyalty (Park et al. 2016). Providing the 3 E’s of enablement, enticement and enrichment helps to build the foundations of a strong brand.

ENABLEMENT ENTICEMENT ENRICHMENT “Customers find value in the brands that enable them” (Eisingerich, 2017). Creating a brand that solutionises problems helps consumers feel empowered to overcome the issue with the right support. Global Haven situates itself comfortably within the ‘enablement’ mix as it is directly supporting expats to overcome the sense of reverse culture shock or identity displacement, a problem that has been reported and heavily noted within research from the target consumer. Repatriates will be able to feel comfortable in relying on Global Haven to help them ease the process of returning home after international relocations and altering their lifestyles to ensure there is no detriment on health and well-being.

Global Haven will seek to keep consumers attracted and hooked on their innovative strategies unavailable elsewhere. GH wants to eliminate boredom and sadness and replace it with warmth and excitement. With the help of the services offered, clients should feel a sense of prolonged interest. In marketing this means evoking consumer emotions that allow a deeper connection with the brand and so it will allow for more frequent engagement.

“Customers want to feel as if they are good people who are doing good things in the world.” (Park et al. 2016). GH aims to create honesty and sincerity within the brand that will extrapolate onto the consumers. This will eventually lead to enriching loyalty and decrease the customers feeling overshadowed by large corporations in competition with GH.

DIFFERENTIATION Porter’s model of generic strategies (Edward, 2005) has been applied to the business plan to expose the main points of differentiation. Global Haven sits comfortably in place within the narrow market space whilst possessing “differentiation focus” in the source of competitive advantage. By doing so, Global Haven will be able to clearly put strategies in place to ensure the brand has a unique and innovative focus that will coincide with the differentiation sector to factor for the narrow market. GH will uphold a Differentiation Focus by offering a service to a narrow/niche market that is currently extremely limited, GH can grasp differentiation by capitalizing on the main USP of the ability to tailor the support and consulting offered to a life situation

IN THE MARKET

Porter’s Generic Strategies (Porter, 1985)

FIG 11.

MARKETS WHERE BUSINESSES COMPETE

COSTS DIFFRENTIATION

SOURCE OF COMPETITIVE ADVANTAGE

BROAD

NARROW

COST LEADERSHIP

COST FOCUS

DIFFRENTIATION LEADERSHIP

DIFFRENTIATION FOCUS

Porterâ&#x20AC;&#x2122;s Generic Strategies (Porter, 1985) (Refer to appendix 4.3)

CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE CONSUMER THE

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E E E E E E E E E E E E E E E E E

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THE CONSUMER

REPATRIATION CONSUMER SEGMENTATION To determine consumer profiles, the VALS framework (1995) (See Appendix 4.2) will be implemented to control Global Haven’s typical consumer based on psychographic. A typical Global Haven consumer resonates itself between the “Innovators” and “Thinkers” group, exploring the idea of having a substantial amount of independence and knowledgeable skills. Innovators are categorised under being highly strung individuals derived by achieving the ‘finer things in life’ (Bhasin, 2020). Thinkers are well educated professionals motivated by their knowledge, and are individuals driven by adapting to different social environments (Bhasin, 2020). The union of both groups together create the characteristics that make a typical expat. Bhatti (2013) explains that expats develop self-efficiency, cultural sentiment and adaptability as personal traits that allows them a seamless professional performance. Combining the psychographic and demographic traits creates robust consumer profiles that exhibit the primary, secondary and tertiary consumers of Global Haven. .

PRIMARY

THE ‘CLASSIC’ EXPAT FAMILY The Lovell family. A typical long-term expat family moved due to parents highly paid work with 3 children. Originally moved from the UK (Kent) to Indonesia, China and Spain and lived abroad for 10 years. Two eldest children returned back to the UK on their own for University, aged 18. Parents and youngest child, aged 16, returned back afterwards, moving back to Kent. Due to the move, the mother of the family remained unemployed overseas and the struggle on return was mainly derived from overall settlement and mental health issues within the 2 older children due to the long-term global mobility and settling into University with family thousands of miles away. “I found it awkward to explain where I came from when I moved back to England as I didn’t want it to come across that I was bragging and showing off. It was hard to answer where I went to school prior to where I was.” Focus Group participant D, 2020. (Research taken from Stage 1 focus group, appendix 1.2.2)

‘THE TRAILING SPOUSE’

PRIMARY

Helen Montgomery is a 55-year-old woman returning to the UK with her husband after a 15-year international assignment over 6 different countries. Helen stopped working due to the move initially being because of her husband’s job. Helen has two children aged 21 and 24 and live back in England themselves. Helen has been unemployed for over 15 years but would like to put herself back on the employment ladder, however, is overwhelmed and stressed that her lack of experience and age will set her back. She is also worried about the change in lifestyle after being an expat and feels she will become isolated, on her own after having a large community overseas that lacks back home.

The McDaniel family. Parents aged mid 40’s, 2 young children. Moved from the UK (Leicestershire) to Dubai and Hong-Kong, lived abroad for a total of 8 years. Returning home due to complete international assignment and desire to be back around family and friends. The McDaniels wish to live in a village for a lifestyle change and struggling with the complicated decision on whether to carry on with private education for the children or state schooling. Main struggle for this family is worrying about the children settling back into the culture of life in the UK after living in Asia since they can remember.

SECONDARY

THE ‘YOUNGER’ EXPAT FAMILY

TERTIARY

THE INTERNATIONAL

Ann is a Korean 20-year-old student coming to study Photography at Manchester Metropolitan University after growing up in Korea her whole life. Ann does not speak fluent English and wants to take some classes outside of University to help her communication. She is worried that the culture, weather and lifestyle is going to be a shock to her in comparison to Korea and may feel isolated and out of place. Ann would appreciate some guidance on any of the major differences and how to settle in from someone professional.

FIG 12.

VALUE PROPOSTION

In order to understand the consumersâ&#x20AC;&#x2122; pains and gains, a value proposition canvas was applied and exhibited where Global Haven could add value to this (Strategyzer, 2019)

CONSUMER SEGMENT

VALUE PROPOSITION

Customer jobs: > Understand the need for support in an overwhelming time > To reach out for consultancy > Learn and research the main changes to area/country > Help third culture kids (children) settle in and use the support to help find clubs/societies to join, similar to prior commitments. > Understand how to join back on the employment ladder.

Products/services: > Consulting service dedicated for supporting the process of repatriation. > Subscription to the website for current affairs and news for a specific area, to help keep consumers in the loop of the country/ place moving back to. > Length based help > Relocation support > Settlement support > Return in employment guidance

Pains: > Feeling overwhelmingly stressed by the idea of moving to your home country even though it may feel considerably unknown. > Loss of identity > Feeling an outsider and realising the sense of alienation and isolation. > Not understanding how to overcome culture shock > Overcoming hostile attitudes from outsiders

Pain relivers: > Education by experts > Personalised support to help the family or individuals > Online community opportunity > Personally built relationships with the consulting assistants to follow and support. > Culture training > Life coaching

Gains: > Accurate solutions > Reduced reverse culture shock partnered with alienation and isolation. > Understanding of how to overcome hostile attitudes and opinions. > Stress converted into excitement > Experience a seamless and professional service with tailored situations for full understanding.

Gain creators: > Online consulting service for the ease and convenience expats worldwide returning to the UK. > Safe, secure and sincere space for overcoming anxieties. > Recognise the overlooked difficulty of repatriation > Staff are highly qualified and trained to give best advice and support.

The canvas outlines the desire for clients to make the process of repatriation easier for themselves and their family. Therefore, it is vital that Global Haven provide a sense of belonging back into their lives and eliminate feeling isolated from a close sharing consultancy service.

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MARKETING AIM To increase engagement and brand awareness of Global Haven Consulting Agency by utilising advertisement in Airline magazines and education through TED X TALKs in addition to innovative and connective online marketing techniques to encourage brand visibility and optimisation.

01 02 03

Extensively promote and market Global Haven to the best ability possible through offline and online communication strategies to engage customer interest and awareness.

To gain a minimum of 1500 memberships on the globalhavenconsultancy.org website within the first year, and to sell a minimum of 200 consultancy packages (of any kind) within the first year.

To secure positive consumer reviews for the success story section on globalhavenconsultancy.org, (refer to chapter 8) in order to carry out word-of-mouth marketing.

MARKETING OBJECTIVES 87

3 YEAR STRATEGY YEAR 1: ESTABLISHMENT The first year’s strategy will focus on the launch of Global Haven at the end of June 2020. Year 1 will be responsible for building brand awareness and increasing brand engagement in order to appeal to a mass of expats that will use GH’s service. As 50% of small businesses are at risk of failure within the first four years (Sweetwood, 2018), Global Haven will make it their priority to nurture relationships with consumers. This will be successfully achieved through the communication methods in chapter 8. Global Haven is sensitive to the fact that alternative methods of support can come at a much lower or no cost at all. To overcome this Global Haven will ensure to use educational methods (mentioned in chapter 8) to carry on informing the public on the overlooked issues.

YEAR 2: EXPANSION

Going forward, Global Haven will be implementing the expansion into expatriation support in the latter half of year 2. In order to successfully promote this expansion, Global Haven will be attending the Business Trade Show and The World Travel Market networking events in November (month of expansion) and in May. As both processes come hand in hand, it is viable to offer both after Global Haven shows maturity. Expanding to expatriation support is a feasible affair as the expansion is in the same line of offered service and will mainly be a case of a marketing strategy extension. 62.4% of survey respondents from the stage 1 survey agreed to feeling anxious and stressed about the process of expatriation and that they would benefit from gaining professional mentoring (appendix 1.2.1). To justify the expansion being in the latter half of the year, it gives Global Haven the opportunity to ensure maximum maturity in terms of brand loyalty and profitability to ensure the expansion can take place. In the latter half of year 2 after the expansion into expatriation, Global Haven are aiming to secure over 500 purchased consultancy packages and grow an extra 40% of the subscription base from year 1.

YEAR 3: GROWTH Year 3 will be used as paramount time to continue growing both consumer retention and brand awareness obtained from the expansion. Particular marketing strategies will remain on-going and Global Haven will continue using TED X TALKS to continue educating the public about how the lifestyle process can become a detriment to health. Year 3’s main aim is to expand the business by recruiting new members of staff to join the team and help support the growing consumer base. As consultants’ salaries are high, this will have to be finely measured to ensure that GH do not run into any unpredicted losses. The success of this growth will be measured by the maintained retention from having both expatriation and repatriation support by frequently measuring website traffic, bounce rates and click-through rates. It is paramount that Global Haven remains stable and obtains excellent customer service and therefore, be able to build customer relationships. (Please read INSERT pages for the PDF print document of the job description for each consultant role that will be recruited in the future.)

EXTRA DOCUMENTATION INSERTS

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JOB REF: GH/87219C0 G L O B A L

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JOB DESCRIPTION - GLOBAL MOBILITY CONSULTANT MANCHESTER

ÂŁ29,832 - ÂŁ30,000

CONTRACT: PERMENTANT

POSTED: 1 MAY 2020

AVAILABILITY: ASAP JOB TYPE: Global Mobility Consultant HOURS: Full-Time CONTACT NAME: Olivia Thomas CONTACT ADDRESS: recruitment@globalhaven.org CONTACT COMPANY: Global Haven Consultany POSITIONS AVAILABLE: ONE THE BACKGROUND: ABOUT GLOBAL HAVEN We are an innovative start-up business helping to provide personalised consultancy by supporting, guiding and mentoring for expats experiencing repatriation. Global Haven offer imperative and extensive consulting from 3-12 months by our experienced and well trained global mobility consultants. We seek to help and turn stress into excitement by eliminating alienation and isolation from surrounded hostility. THE ROLE AND RESPONSIBILITIES - Manage clients across the UK, dealing with online and phone consultations with clients over their repatriation situation. - Offer emotional and lifestyle support - Answer questions and queries that your clients may have on global mobility and repatriation. - Be prepared to educate yourself and research into situations that your clients may bring up as their main anxieties. - Work closely with clients on global mobility program design and policy development - Interface with the executive team, stakeholders and suppliers - Prepare and present client reviews - Support clients with career changes and employment guidance. Identifying opportunities for process improvement and changes based on project experience - Building and maintaining strong relationships with project team members - Being the point of contact for assigned projects and communicating project status THE PERSON: - Compassionate and sensitive to emotional consultancy - The ability to cope with a fast paced environment and multi task - Previous global mobility technology implementation experience - Experience of global mobility technology software and assignee tools - Candidates will typically have a BS/BA degree or equivalent - Demonstrated ability to lead projects in a fast-paced environment where resources are often shared across projects. Strong client services and account management skills - Strong IT skills including Microsoft Office, experience using Assignment Management software preferred

THE BENEFITS: - 7% Pension Scheme - 25 days holiday - Free car parking - Salary benefits -Sick leave - Medical benefits INTERESTED? : APPLY ON www.globalmobilityconsultancy.org/recruitment/GHCONS

JOB REF: GH/49015LK G L O B A L

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JOB DESCRIPTION - ENTRY LEVEL GLOBAL MOBILITY CONSULTANT MANCHESTER

ÂŁ17,666.28 - ÂŁ20,000

CONTRACT: PERMENTANT

POSTED: 27 APRIL 2020

AVAILABILITY: ASAP JOB TYPE: Entry Level Global Mobility Consultant HOURS: Full-Time CONTACT NAME: Olivia Thomas CONTACT ADDRESS: recruitment@globalhaven.org CONTACT COMPANY: Global Haven Consultancy POSITIONS AVAILABLE: TWO THE BACKGROUND: ABOUT GLOBAL HAVEN We are an innovative start-up business helping to provide personalised consultancy by supporting, guiding and mentoring for expats experiencing repatriation. Global Haven offer imperative and extensive consulting from 3-12 months by our experienced and well trained global mobility consultants. We seek to help and turn stress into excitement by eliminating alienation and isolation from surrounded hostility. We would like to offer ENTRY-LEVEL consultants the opportunity to learn on the job with first hand experience and the same benefits as experienced consultants. This is because we believe in growth and will recruit internally before externally. THE ROLE AND RESPONSIBILITIES - Manage clients across the UK, dealing with online and phone consultations with clients over their repatriation situation. - Offer emotional and lifestyle support - Answer questions and queries that your clients may have on global mobility and repatriation. - Be prepared to educate yourself and research into situations that your clients may bring up as their main anxieties. - Shadow Global Mobility Consultants once a week to learn skills and train. - Provide excellent customer service

- Must have an understanding of all aspects of clients situations and adapt consultancy packges to this. - Able to manage deadlines and multi-task in a fast paced office environment. - Ability to manage assignee and client expectations THE PERSON: - Compassionate and sensitive to emotional consultancy - The ability to cope with a fast paced environment and multi task -2:1 or above University degree (any) - Experience with global mobility (personal or proffesional experience) - Enthuastic attitude and friendly persona - Demonstrated ability to lead projects in a fast-paced environment where resources are often shared across projects. Strong client services and account management skills - Strong IT skills including Microsoft Office, experience using Assignment Management software preferred

THE BENEFITS: - 7% Pension Scheme - 25 days holiday - Free car parking - Salary benefits -Sick leave - Medical benefits - On the job learning and training INTERESTED? : APPLY ON www.globalmobilityconsultancy.org/recruitment/ENTRYGH

JOB REF: GH/00167WB G L O B A L

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JOB DESCRIPTION - GLOBAL MOBILITY COMMUNICATION INTERNSHIP MANCHESTER

£78.39 P/M TRAVEL EXPENSES

CONTRACT: PART-TIME

POSTED: 1 MAY 2020

AVAILABILITY: August JOB TYPE: Global Mobility Communication Internship HOURS: 9 hours every month. 3 hour podcasts (1.5 x2 ) and 3 hours editing time per podcast. CONTACT NAME: Olivia Thomas CONTACT ADDRESS: recruitment@globalhaven.org CONTACT COMPANY: Global Haven Consultancy POSITIONS AVAILABLE: ONE THE BACKGROUND: ABOUT GLOBAL HAVEN We are an innovative start-up business helping to provide personalised consultancy by supporting, guiding and mentoring for expats experiencing repatriation. Global Haven offer imperative and extensive consulting from 3-12 months by our experienced and well trained global mobility consultants. We seek to help and turn stress into excitement by eliminating alienation and isolation from surrounded hostility. We would live to recruit a communication intern to run our monthly informative podcasts. This candidate will have the opportunity to be hired full-time if successful on the job. Global Haven would like to offer internships to help the candidate grow and experience in a corporate enviroment. All travel expenses paid at an hourly rate of £8.21. Must be able to use editing software. THE ROLE AND RESPONSIBILITIES - Conducting 2 podcasts a month obtaining 1.5 hours each. -Responsible for editing and uploading the montly podcasts - Opportunity to gain experience in a corporate company in a communication role - Work cross-functionally to help support issues as they arise and shape the business’ response. - You’ll play a key role in supporting our community - Ability to adapts communication method & style to suit audience requirements -Desirable but not essential: Knowledge of Adobe creative suite – incl. Photoshop, lnDesign & Premiere Pro Entity and IT services, - Supporting the implementation of our digital and social media strategy - Supporting our media relations strategy and help building reputation and securing coverage THE PERSON: - Compassionate and sensitive to emotional consultancy - Confident and outspoken -Experience using editing software for podcasts - Enthuastic attitude and friendly persona - reativity, curiosity and pragmatism will be required for this position, -Experience in creating content (text, photo, and/or video) -Excellent interpersonal skills and fluent spoken/written English.

THE BENEFITS: - On the job learning - Free Parking - Travel expenses paid - Opportunity for growth

INTERESTED? : APPLY ON www.globalmobilityconsultancy.org/recruitment/COMMS

MARKETING MIX

THE 4Câ&#x20AC;&#x2122;S Robert Lauterborn proposed an alternative marketing mix by expanding the 4Ps into the 4Cs in 1990 (Smalley, 2017). The 4Ps remained a business orientated model, whereas the 4Cs has developed a more consumer-orientated version and targets a more specific niche rather than the mass market. Due to Global Haven targeting a niche group of consumers, the 4Cs were chosen because of its reliability and appropriate mix most suited to the service being provided. Niche marketing allows the development of conversation and communication that shadow a one-to-one relationship.

The 4Vs were created to aid a better understanding of how brands create firm value (Bazaz, 2019). The model includes a set of value-creating activities and is a practical method for developing customer-based reasoning for the sustainability and longevity of Global Haven. The 4Vs are the alternative set of attributes to the 4Cs and have been compared and analysed together in order for Global Haven to exhibit how they will prioritise customer value and illustrate how GH will provide optimum offline and online marketing post launch.

MARKETING MIX

THE 4Vâ&#x20AC;&#x2122;S

FIG 13.

CONSUMERS

It is paramount to understand the difference between the cost of a service and the pinned price point that falls within the 7Ps marketing mix. The price is only a small segment of the overall costing of purchasing a product or service to a customer (Hester, 2019). When using consultancy, travel costs and the cost of the service’s benefits must be taken into consideration. As of Brexit, it is predicted that British citizens will notice a 7.4% decrease in their disposable income (Fraser, 2018) and the drop in the British pound means that expats overseas will be struggling to meet their home country’s expenses (ShieldGeo, 2020) (see PESTLE). Therefore, as consumers may be wanting to spend less, taking into consideration the expense of moving country alone, GH needs to cost their services at reasonable price points to avoid consumer disregard.

COMMUNICATION CONVENIENCE

Global Haven feels an obligation to ease repatriating to their best ability and keep the consumers at the heart of the business. From the Harvard Business Review’s research, it shows that the problem is due to the fault of the organisation not understanding the difficulty of returning as only 11% of HR managers have worked abroad themselves and therefore not providing any support (Black and Gregersen, 2019). GH aims to sink into that gap and enable dissolvability in unassured lifestyle processes. The consumer testing described the importance of personalising support to the consumers; with the issue of reentry even being described as ‘the problem’, “The problem with re-entry is that no one experiences it at the same time” (Survey Participant 14, 2020). Consequently, this shows the priority GH must take on innovative and appropriate marketing strategies to allow brand awareness for the consumers.

COST

THE 4CS

Convenience is the extension of ‘place’ and is the expansion that alters where the product or service is sold into, which is a much more consumer-orientated marketing strategy (Hester, 2019). The convenience that Global Haven offers is the aspect of the consultancy agency being online and accessible anywhere with an internet connection, with the opportunity for faceto-face interaction if desired. The GH website offers support and information without even having to purchase a full package. Instead customers can pay a smaller subscription fee that enables the access of news, success stories, monthly podcasts and blogs with more trained and professional written advice. The ability to have access to up-to-date expertise on the situations in a comforting and intimate environment and access to packages following more personalised support leaves the expats no pressure to travel or follow a scheme organised through a third party.

According to Lauterborn, “promotion’’ within the 4Ps is a form of manipulation whilst communication is “cooperative” (1990) and extremely important that marketers should create a form of open conversation with potential future clients solely based on their needs and wants (reverts back to ‘consumer’). Since 2019 there has already been a 9% increase on social media, leaving a staggering 3.484 billion social media users (Carter, 2020). In that regard, communication of marketing must remain effective and be able to build meaningful relationships where brand loyalty may be built. Whilst social media reaches a wide-spread of consumers through various platforms and will be a form of marketing Global Haven will use, it is vital that GH continuously develop marketing strategies that establish dialogue with prospects (Smalley, 2017) and have a more direct approach to communication with their consumers as the target group is narrow and niche.

THE 4VS VALIDITY

The validity of Global Haven has been manifested during extensive primary research. From the survey, 79.4% agreed ‘yes’ to feeling like repatriation support would be beneficial to them in overcoming any concerns and anxieties. Supporting this, one survey participant illustrated: (See Appendix 1.3) “Understanding of reverse culture shock is very important. Having a mentor who has already been through it to be “on call” for questions you have; someone who can help with the practical logistics; a coach to help you navigate it emotionally or spiritually and checking in at 3, 6 and 12 months” Reinforcing the need for saturated conversation between the repatriate and consulting assistant. It is essential that the concept remains valid post launch and throughout the service’s lifestyle to meet the needs and expectations of the consumer. It is also vital GH ensure consumers do not feel overwhelmed by competition offering free-of-charge services that consumers may feel are as valid.

VOGUE

Expatriation subsidised with travel has become an extremely prevalent topic to discuss within the media recently as it being an extremely exciting and enriching experience. Whilst Global Haven agrees and refuses to strip away the positive experience from clients, the media often neglect the process of repatriation and therefore results in the highlighted issues beneath the topic of just expatriation. The media often lacks information on the struggle of returning home and overlooks the difficulties faced, 42% of expatriates fail and have to return home, usually because of the suffering trailing spouse (Finnacord, 2017). Therefore Global Haven will build on the foundations fabricated through the media and aim to be used as a base of information on returning to your home country, making a difference to consumers lives and educating the mass media about the projected struggle.

VENUE

The main point of distribution is an online consulting service. Although opportunity stands for face-to-face interaction within the 12 month package if desired, the main delivery will be via online sources for the benefit of the busy consumer that will have the most prevalent impact, issuing the convenience of the brand. Global Haven will have a small head office in Greater Manchester where all consultants will be based. Having the office will allow for possible meetings with clients if desired, but mainly a point of contact for consultingThe targeted consumer groups outlined in chapter 6 will be effectively communicated through an integrated offline and online strategy that will increment word-of-mouth marketing for increasing brand awareness. A deeper analysis and explanation of the communication plan will be discussed further in chapter 8.

VALUE

The additional value given to consumer’s lives from Global Haven goes beyond the cost of the service. The consulting packages are hopeful that the consumer will feel significant emotional value impacted by the positive journey Global Haven will take the consumer through. Global Haven teaches expatriates valuable life skills including attitude and cultural training that shape a better lifestyle moving forward and avoiding the negative impacts reverse culture shock may have on a person’s well-being. Additionally, the value of the service will be significantly appreciated after and during the customers noticing a change to their behavioural attitudes towards repatriating. The value of Global Haven’s service has been justified through the positive feedback from the conducted primary research (See Appendix 1).

08 97

COMMUNICATION STRATEGY

8 98

FIG 14.

AIDA A AWARENESS

I INFORM

D DESIRE

A ACTION

Global Haven will heavily rely on word-of-mouth and business referrals to generate the majority of the brand awareness. This will be fabricated through the initial launch and carried through within the offline and online communication strategies to raise awareness and create a buzz through the expatriate market.

To ensure consumers remain interested and enticed, Social Media will be used as one of the core platforms for sharing success stories, as well as the GH website withholding a sector for customer journey experiences too. Offline elements have been carefully considered into where would reach the largest appropropriate audience and capture interest. The combination of both will generate interest among consumers and the popular need for sharing experiences across expats will be continued throughout the GH journey interaction platform.

Global Haven strives to build an emotional connection with consumers to create desirability in wanting to input their time into having consulting sessions with the assistants. GH aims to create this relationship through their online communication methods such as phone calls and across the website. Additionally, GH will offer a detailed document explaining what each package includes and why. This will enable consumers to gain a better insight and desire to choose a service best suited to them.

To ensure consumers complete the journey of their research and choose to use Global Havenâ&#x20AC;&#x2122;s services, the website will be educational and informative into the impacts how GH can input positivity into their lives. In order to ensure consumers remain retained, they will also have the opportunity to pay a smaller subscription fee including all the valid information specific to the consumers journey from their host country to their home country.

FIG 15.

DRIP D DIFFERNETIATE

R REINFORCE

Global Haven offers consumers a unique and personalised online consultancy service that generates training and support around the process of repatriation and implants a sense of confidence and sincerity within the expatriate to return home.

The brand stands for minimising feelings of isolation, alienation and reverse culture shock partnered with a sense of identity loss by giving consumers the appropriate consulting support throughout the whole lifecycle of the expatriation and repatriation process. Ensuring to gain confidence and security within the family or individual experiencing the global relocation.

The professional experts coaching the clients in a consulting format will educate the expat on how to diminish neglect and negative emotions in an engaging manner to inform on how to make the process positive and enriching again.

INFORM

P PERSUADE

100

Global Haven will persuade and educate consumers the vitality of using a professional supporting service to return home to enforce the importance of not undermining the process. The consumers will be communicated the promise of the brand of keeping the clients at the core of GH and guaranteeing a smoother process, which will be less harsh on the well-being of the client.

01 02 03

To increase and maintain customer retention within the expat community, aiming to increase it by 5% each year.

To communicate effectively the importance of how support can ease repatriation and seamlessly create a better and mentally healthier lifestyle.

Ensure that Global Haven remains up to date with their competitors and consumers for future success in growing brand engagement.

COMMUNICATION OBJECTIVES 101

COMMUNICATION STRATEGY Global Haven will implement an integrated multi-channel strategy using both online and offline methods. Mainly, this integrated method is in place to boost brand visibility and stand above competitors. Thaler and Sunstein’s ‘Nudge’ concept, made famous in 2008, helps to identify consumer behaviours and decision making (Chu, 2017). Global Haven will tap into this by leaving consumers feeling inquisitive, and content through the marketing strategy. Moreover, it is paramount that the strategy of wordof-mouth is accounted for in order to occur new clients. “With the exponential growth of communication through online media, this spontaneous, viral dialogue becomes even more evident and can be shared, commented upon and evaluated by many people at the same time.” (Mosley, 2018). This outlines the importance and speed that reviews, and referrals can spread. Most importantly, according to data from a Nielsen study (2012), 92% of consumers would trust earned media such as recommendations from friends and family above other forms of marketing (Nielson, 2012).

Global Haven’s launch in June 2020.

This is the beginning of the annual UK summer holidays and the most popular time for the expat families to return home. Launching in June gives Global Haven time to build brand awareness and educate expats through the communication strategies before making the purchasing decision. It is a reasonable prediction to assume that the website subscription and package 1 (3 months support), will be the most popular purchases for the first year. This will be due to the fact the launch date is in June and therefore package 1 will allow for consulting support to carry over until August and travel with the family until they return home. As Global Haven grows, there should be an increase in purchases for the longer-term packages. “The Competing on Customer Journey” (David C. Edelman and Marc Singer, 2016) justifies how ‘the loyalty loop’ impacts businesses’ choice of marketing and has heavily influenced Global Haven’s communication strategy (Refer to Appendix 4.1).

102

ONLINE STRATEGY

COMMUNICATION MATRIX The communication matrix has helped to determine the online communication strategies that will be used for Global Haven. Online methods will be used to reach a mass audience in order for Global Haven to continuously grow their brand awareness, which is extremely important for a start-up.

COMMUNICATION METHOD

PURPOSE

METHOD

FREQUENCY

AUDIENCE

> Act as the main base of community.

WEBSITE

> Acts as the main route of communication for the consultancy.

WIX BUSINESS VIP

CONTINUAL

> Global Haven clients > General public

> Measures brand performance > Create more awareness for GH > Creating shareable content to reach mass users

INSTAGRAM

> Aesthetic visuals

> Consumers INSTAGRAM

4 TIMES A WEEK

> GH clients > Secondary consumers

> Allows consumers to engage with the brand

â&#x20AC;&#x153;

FIG 16

> Tertiary consumers

YOUTUBE MARKETING

SUCCESS STORIES/ REFERRALS

> Expands awareness to a mass audience

YOUTUBE

> Engage with consumers

> Persuade clients to use Global Haven > Help consumers understand how support can be beneficial.

EMAIL MARKETING

DAILY FOR 2 MONTHS AT A TIME

TWICE A MONTH

> A platform for discussion on personal situations

GLOBAL HAVEN WEBSITE

>Will also be a main base for communication

> General public

TWICE A MONTH

> GH community

CONTINUAL

> GH community > General Public >Competitors >Investors >Organisations

> Answer questions/stories

> Educate and keep consumers up to date.

> Global Haven future clients

> Clients looking into repatriation support

> Inform listeners

PODCASTS

> General public to gain a second captive audience

103

â&#x20AC;&#x153;

Online communication has made it a lot easier for the business owners to connect with their clients and partners from any place in the world. It is evident that work becomes much smoother when there is an ease of communication.

104

(HUTT, 2017)

THE WEBSITE

Global Haven’s website will be used as the place of purchase for the consultancy packages and will be what you subscribe to. Global Haven’s website will have a strong presence through the brand narrative and overall act as a catalyst for expats understanding the importance of gaining support. The website will launch in June with the initial launch of the business and will be up-kept continuously throughout Global Haven’s journey.

GLOBAL

HAVEN

ABOUT US PACKGES & SUBSCRIPTION SERVICES

RESOURCES SUCCESS STORIES

MEET US

CONTACT LOG IN

The website’s navigation will be split into different sections for easy and simple use.

1. About Global Haven

Global Haven will give the opportunity for consumers to connect with the brand emotionally by giving them a breakdown journey, starting with the initial reasoning for the concept. This will ensure website visitors have a positive and personal response to Global Haven.

2. Packages and Subscription Services

The packages and subscription service sector will give a detailed breakdown of what each package will obtain and how it may be tailored to benefit (See page 60). The subscription breakdown will authorise consumers to have an inexpensive option for less significant global transitioning or the opportunity to find their appeal for Global Haven without investing in a consulting package.

3. Resources

The resources sector will include news updates, pop culture updates, videos, blogs and podcasts about different areas in the world from different sources, which will be frequently updated. Information will be brief if the customer has chosen not to pay the subscription fee as the paid for version allows for much more niche and personalised information.

4. Success Stories

The success stories will be situated on the website mainly for a communication method. This allows for ex-consumers to write a detailed review about how Global Haven has benefited them with the use of the consulting packages or just the website subscription.

105

GH G L O B A L

H AV E N

ABOUT US

PACKGES & SUBSCRIPTION SERVICE

Director Global Mobility Consultant

RESOURCES

Global Mobility Consultant

SUCCESS STORIES

MEET US

CONTACT

Global Mobility Communication Intern

Global Mobility Consultant

> Harry Edward Sailes

Olivia Kate Thomas

Philippa Gregory

10.12 AA

10.15 AA

www.globalhavenconsultancy.org

Hugo Sawer

www.globalhavenconsultancy.org

ABOUT US

HAVEN

FEATURED

> >

G L O B A L

N G L O B AABOUT L H A V E US G L O B A L

H AV E N

PACKAGES AND SUBSCRIPTION SERVICES AND PACKAGES SUBSCRIPTION SERVICES RESOURCES - PODCASTS - BLOGS RESOURCES - REVIEWS - LIVE NEWS - PODCASTS - GLOBAL - BLOGSHAVEN UPDATE - EVENTS - REVIEWS -REFERRALS - LIVE NEWS - GLOBAL HAVEN UPDATE - EVENTS -REFERRALS

TRENDING

SUCCESS STORIES SUCCESS STORIES CONTACT US CONTACT US LOG IN

Article The Socio Impacts Culture Change Has On A Personal Mind-Set

ININ AS MEMBER CONTINUE AS GUEST LOG LOG CONTINUE AS GUEST

> >

106

> >

15:20

globalhaven 10k

819 G L O B A L

1,327

HAVEN

Global Haven Global Mobility Consultancy #GlobalHavensHelp #GHSupport How Global Haven are helping expats around the world overcome issues surrounded by the process of repatriation.

Website: www.globalhavenconsultancy.org Fountain Street, Manchester, M2 2AN

#GHHelp

Success Stories EMAIL

Ted Talks

Podcasts CONTACT

107

“

instagram

90% of the billion instagram users follow businesses they like and aspire to keep up with” (Zote, 2019)

User generated content provides an authentic perspective of the brand. Global Haven will engage consumers through interesting and innovative posts that will include stories from past families, 24 hour Instagram stories, live streams and highlights. The Instagram feed will offer a mixture of user created content and educated information that will enable viewers to understand the brands mission and values. This has the opportunity to be successful in growing the sales for GH due to the fact that a recent report shows 80% of Instagram users’ purchasing decisions have been swayed by the business’s Instagram (Chen, 2019).

Global Haven G L O BAL HAVEN

GlobalHaven

Global Haven New Zealand Greater Manchester, UK

Scheduled posts will be authorised 4 times a week using the ‘Later’ schedule tool. The ‘Later’ (2019) account will ensure that posts will be scheduled evenly throughout the week to remain a consistent pattern. Moreover, posts with Hashtags have 79% more visibility than those without (Phillips, 2018) and thereby, Global Haven will be using #GlobalHavensHelp and #GHsupport as their main hashtags to generate an increase in brand share and brand awareness. The Instagram will also launch in June to sit parallel to the website and also be continued throughout the year.

GlobalHaven

globalhaven “Just after 3 weeks with the Global Haven team, we already feel less stressed about our move back to Newcastle, UK after 9 years in New Zealand.” Meet the Jones family who are starting their return home using the 6 month ...more

G L O BAL

HAVEN

G L O BAL HAVEN

Global Haven

GlobalHaven Greater Manchester

G L O BAL HAVEN

108

YOUTUBE

Global Haven will be using ‘TrueView in-stream ads’, which is a short advert that plays before a video and has the option to ‘skip’ after 10 seconds. Advertising on YouTube has become extremely more conventional and as an advertising platform is a lot cheaper than using TV. YouTube only charges per view. If the viewer watches the whole ad, the company is charged. To support this, according to Google analytics, viewers who watch ads to completion are 23 times more likely to visit the brands website or channel and even those who do not finish the ad are still 10 times more likely to do one of those things (Smith, 2020). Although it is more likely that viewers will skip the ad, it still provides the viewer with a short insight into Global Haven.

PwC

YouTube also reaches almost one-third of the entire internet (Webfix, 2020) and therefore will be successful in reaching a wide breadth of users. Once Global Haven experiences some growth, the brand can expand the level of the adverts. Using first-hand feedback will help to create loyalty and a sense of affinity will help to push the other viewers opinions on wanting to use GH. The YouTube video advert will be released in September 2021 and have a longevity of 6 months in the middle of Global Haven’s year. This is to ensure that GH has full coverage over the whole year and can remain at the top of viewers mind.

G L O B A L

“

HAVEN AD

RELOCATION

C O N S U LTA N C Y

PwC Global Mobility Vision of the Future 4,664 views • 1 Apr 2019

109

“

Youtube’s viewership has skyrocketed with the world watching

1 BILLION

Youtube videos a day (Andrus, 2018)

www.youtube.com

Guide To Working From Home

12:38

Interviews: Self Impacts on Global Mobility

Best Voted Inflight Entertainment!

Your video will begin in 3

31:45

Why Internet and Social Media Is Taking Over Every Day Lives

17:02

110

“

Based on 2018 data, ranked as the most eff beating out social ma

11:02 am

Global Haven

G L O BAL HAVEN

RELOCATION

< Inbox To: ghliclients@gh.org >

C O N S U LTA N C Y

COMMUNITY MEMBER

G L O B A L

RELOCATION

HAVEN

C O N S U LTA N C Y

GLOBAL HAVENS CONSULTANCY NEWS UPDATE

LATEST SUCCESS STORY THE JONES’ FAMILY Read their review and referral here

THE BEGINNING OF A GLOBAL JOURNEY....WITH US: OUR PODCASTS! Click this link to send in our questions for next months podcast about anything you wish to be covered. On this weeks podcast we are joined by the Fisher family who recently made the decision to move home after 17 years! Tune in and listen what help they gained and how they felt along the way.

Olivia Kate Thomas Director of Global Haven Consultancy

G L O B A L

HAVEN www.globalhavenconsultancy.org Fountain Street, Manchester, M2 2AN

RELOCATION

C O N S U LTA N C Y

111

(Patel, 2019)

As a method of communication, email marketing will be used to notify consumers about the most recently uploaded ‘success story’ on the Global Haven website. The purpose of this is to invite consumers to read how Global Haven is positively impacting clients and making a difference to their lives. As 78% of consumers unsubscribe to email notifications for ‘receiving too many’ (Reis, 2018) it is important for Global Haven to reduce the amount of emails they send out to their consumers and thus, the reasoning for only sending two a month. Stage 1 research highlighted the desire for consumers to experience a heightened level of conversation. Consequently, receiving direct contact through Global Haven itself already overcomes the issue of lacking communication and including a click-on link where consumers can connect with previous users helps to utilise the method of community by bringing alike lifestyles together.

112

Additionally, the emails sent out to consumers will include updates on the monthly podcasts. Global Haven subscribers and consumers who have purchased a package will automatically receive monthly emails from GH until manually unsubscribing. The email marketing will begin in August, giving Global Haven two months to build a loyalty base, this will also help to avoid overwhelming consumers from the get-go.

email marketing

email marketing is still ffective marketing channel, media, SEO, and affiliate arketing.

PODCAST The sole purpose of creating a podcast is to generate brand engagement between Global Haven and the consumer. Research from stage 1 highlighted that ‘third culture kids’ find the process of settling into new schools and universities difficult due to the lack of popular culture awareness for that area. Participant D expressed how she felt about feeling like an ‘outsider’ by explaining “I felt as if I did not know much of the popular culture that you would if you grew up here (England) such as the music, tv...So I felt it was difficult to make conversation when you lack that common knowledge.” (2020) (refer to appendix 1.2.2). Therefore, Global Haven will be releasing podcasts twice a month, split into two topics and both 1.5 hours long. One podcast will target the younger demographic regarding topics concerning popular culture. This podcast will shadow a very relaxed conversation about internet trends, celebrity updates and the latest top hits from different countries. The purpose of this is to help ‘third culture kids’ overcome the feeling of being an ‘outsider’. The second podcast will mirror a more conceptual news platform, it will allow for the consumers to send in suggestions regarding their topics of interest. The Global Haven Communication Advisor will be the leader of creating and posting podcasts and will ensure that each podcast follows consumer suggestions. As Global Haven matures guest speakers and past GH users will be invited to come and discuss their experience. This creates different content to keep consumers engaged.

The podcasts will begin in August to ensure GH builds up a sufficient target audience and give consumers an incentive to subscribe. This also ensures that there is not an overly saturated amount of communication methods starting all at once. As a small business with a small employee base, it is vital that all methods are positioned in an organised manner to ensure minimal error. The podcasts will be posted on the Global Haven website using the ‘BUZZSPROUT’ (See Appendix 7.7) platform and available for personal download to users mobiles. The newest upload will also be included in the email marketing (refer to page 112).

THE FUT

An interesting ins affairs is having an transitioning....mo

THE JONE GH consultants sit discuss how they UK. An interesting pre-move withou

113

GLOBAL HAVEN: THE FUTURE OF GLOBAL MOBILITY Download now: globalhaven/org/podcast

HE FUTURE OF GLOBAL MOBILITY

TURE OF GLOBAL MOBILITY

sight into how the currrent global n impact on the process of global ore

ES’ FAMILY: 6 MONTH PACKAGE WITH GH t down with the Jones’ family to have felt since returning back to the g Q&A on how they would have felt ut GH...more

NEW YEAR, NEW MOVES!

THE FUTURE OF GLOBAL MOBILITY

114

GLOBAL HAVEN: THE FUTURE OF GLOBAL MOBILITY GH PODCAST: LET’S LISTEN - OCTOBER 10, 2020

Linkedin has been announced as â&#x20AC;&#x153;The worldâ&#x20AC;&#x2122;s largest professional networkâ&#x20AC;? (Lin, 2020) and given its more formalised and professional manner, Global Haven will use Linkedin as their main networking manifesto and will be updated 3 times a week starting from the initial launch of Global Haven in June. Linkedin reaches over 660 million users in over 200 countries (Linkedin, 2019) . Global Haven will update their Linkedin profile with news updates, clientele stories, employment opportunities and a general basis for sharing and increasing brand awareness and driving website traffic. Furthermore, Linkedin generates a plethora of sponsored content to share with industry professionals and general users to aid continuous growth. Linkedin will also be where Global Haven mainly recruits from so using this social media will also significantly help the business to grow their platform, which is vital as the consumer base grows itself too. The Linkedin profile will be built and shared as of June, along with the website.

Global Haven G L O BAL HAVEN

Consultancy - 5 employees - Manchester, Uk. Consultancy

519

Global Haven drives for progress, education and safe wellbeing. Global Haven was created for the sole purpose of supporting expats through the process of expatriation and repatriation by providing personalised consultancy with global mobile consultants. Our Global Mobility experts provide excellent consultancy through one of our 3 consultancy packages that vary between 3 - 12 months. We aim to provide the best possible training that is required when moving to a country outside of your own and when having to return home too as the implications can drastically implicate the well-being of individuals and families.

Global Mobility, Consultancy, Support, Culture Training

Manchester

www.globalhavenconsultancy.org

Consultant Agency

June 2020

115

OFFLINE STRATEGY

FIG 17.

COMMUNICATION MATRIX The communication matrix determining the offline strategies has been put in place to examine which offline methods will be most beneficial for Global Haven. Offline methods aim to be more educational, which is extremely important in informing expats how the lack of support may impact their health.

COMMUNICATION METHOD

AIRLINE MAGAZINE

PURPOSE

> Generate awareness > Educate consumers > Reach a mass audience

EMIRATES ‘OPEN SKIES’

AIRLINE MAGAZINE BRITISH AIRWAYS ‘HIGH LIFE’

TED X TALKS

116

METHOD

Print publication, ‘Open Skies’ inflight Emirates Magazine

FREQUENCY

AUDIENCE

MONTHLY

> Travelers > Expats > Target consumer > Frequent flyers

MONTHLY

> Travelers > Expats > Target consumer > Frequent flyers

ONCE EVERY OTHER MONTH

> Users > Press > Opinion leaders > Global Mobility professionals

Double Spread

> Generate awareness > Educate consumers > Reach a mass audience

Print publication, ‘High Life’ inflight BA Magazine Double Spread

> Educate and inform > Build brand recognition > Share the brand vision and mission

TED TALK CONFERENCE

AIRLINE MAGAZINE Global Haven will be using the Emirates, â&#x20AC;&#x2DC;Open Skiesâ&#x20AC;&#x2122; magazine to communicate and promote the business throughout various months. The reason for choosing this airline is due to the fact the UAE is currently the most saturated expat country (Limacher, 2016) and completes more than 11 flights per day to the UK (Cummins, 2019). According to a direct source of information, Micheal Underdown (Emirates Sales Manager) quotes that their magazines are viewed by 5,00,000 passengers and over 130,000 copies are printed per month, issued into over 42 international lounges (2020) (Refer to appendix 8.3). The average flight time for an Emirates flight time is 6 hours (Underdown, 2020) leaving a large amount of time to gain a captive audience. Additionally, this form of communication is likely to engage the audience due to the fact that flights have extremely minimal phone and internet use, meaning that the magazines provided are a way to steal the passengers attention (Gaggioli, 2018). Although the print publication is expensive, it is appropriate to justify the costing with the advantages that the spread will bring to Global Haven. The publication will be sent to Emirates in July for submission to be printed in the August/September issue. Going forward, it is vital that Global Haven measure the success of the magazine print to evaluate whether or not it is eligible to be placed as a continuous communication method.

117

“

Airline magazines have long remained a go-to entertainment source for passengers. In-flight technology isn’t always available or reliable.

118

(Gaggioli, 2018)

EMIRATES ‘OPEN SKIES’

AIRLINE MAGAZINE Three months after the launch of the Emirates Open Skies magazine print during the summer, Global Haven will feature in the British Airways High Life magazine over December and January. Expats often travel back to their home countries over Christmas, especially if they are not far into their assignment as they will be experiencing missing their family and friends. British Airways flights fly into 16 UK airports (BA MEDIA, 2020) and suffice close relationships with the British public.

119

Similar to Open Skies, the High Life magazine reaches over 824,000 readers just within Europe and 3.6 million worldwide, with over a staggering 46 million passengers per year (Green, 2019). Therefore, is an excellent way to reach a colossal audience and will be used as a main form of communication as it directly targets the exact consumer Global Haven is communicating to. It is rational for GH to use British Airways due to the fact that the organisation originates in Manchester (3rd largest city in the UK) and is a popular choice of airline for expats to choose when returning home due to the connections the airline has with many organisations, offering prepaid family flights. Whilst this is also an expensive publication, the High Life magazine is also situated in 54 lounges worldwide and on average, 60% of readers are captured with the magazine for 20 minutes (BA MEDIA, 2020). Consequently, justifying the expense due to the amount of brand recognition and accordingly an increase in website traffic that Global Haven will gain from the combination of both airline magazines circling the world.

120

BRITISH AIRWAYS â&#x20AC;&#x2DC;HIGH LIFEâ&#x20AC;&#x2122;

TED X TALKS

Global Haven will be hosting TED X TALKS every other month to upkeep the importance of educating the public about the difficulty expatriation. The main aim of TED X TALKS is to expand consumers’ knowledge and broaden perspectives on different topics (Lovett, 2016) that allows people to rethink and share opinions. Collectively, TED X TALKS have gained over 42 million views on Youtube (Fidleman, 2012). As this information has not been updated since 2012, it is a reasonable assumption that in 2020, those figures must be even higher and therefore a rational reason to use a TED X TALK. Industry expert Cathy Wellings shared her knowledge in an interview by addressing that it is necessary to “develop awareness on what to expect, what will be different and how they will feel.” (2020) (refer to appendix 2.1). Therefore, the conferences will be structured on the purpose of explaining what expats go through after coming out of the enriching experience of the initial relocation. Moreover, a TED X TALK is a constructive form of entertainment (Kunal, 2016), which generates a buzz around Global Haven’s mission. In order to be able to deliver a talk, a speaker must be nominated and from a well established organisation. As Global Haven is a start-up, the TED X TALK will not take place until February. This leaves GH with plenty of time to build strong brand recognition that is necessary before nominating a speaker.

121

G L O B A L

H AV E N

GLOBAL HAVEN 122

MARKETING TIMELINE FIG 18.

TED X TALKS BA MAGAZINE EMIRATES MAGAZINE LINKEDIN PODCASTS EMAIL MARKETING YOUTUBE AD INSTGRAM GH WEBSITE

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

APR

MAY

123

KEY MILESTONES 124

The key milestones table helps to identify when each marketing method will be implemented within Global Haven’s first year of business. Global Haven have strategically staggered their marketing across the year in order to ensure brand visibility is stretched throughout the 12 months for consumers to engage with. Therefore, from this Global Haven can make appropriate estimations on which peak months will allow for increased sales.

FIG 19.

KEY MILESTONE MONTHS

JUNE

INITIAL LAUNCH

JULY/AUGUST PEAK REPAT MONTHS & PEAK MARKETING

DECEMBER

PEAK MARKETING

FUTURE: YEAR 2 FEBRUARY EXPATRIATION EXPANSION

REASONING

> Intial launch of Global Haven > Launch of the website, Linkedin and Instagram profiles. >Popular travel time >Popular time for expats to return home > Launch of Emirates magazine ‘Open Skies’ publication for two consecutive months. > Beginning of Email marketing referrals and success story reminders > Popular holiday time and well established months for repats to move home.

>British Airways magazine ‘High Life’ publication > Popular holiday time > December has almost all marketing methods running at once > A specialised TED X TALK takes place.

In February of the second year, Global Haven launches the expansion into expatriation support as well as repatriation.

BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND

MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND MANAGEMENT BRAND

09 125

9 126

BRAND MANAGEMENT

MARKETING

BUDGET It is important to note that Global Havenâ&#x20AC;&#x2122;s marketing strategy has been strategically devised around relying on word-of-mouth marketing, which therefore acts as a low cost for GH in the long term but also justifies the chosen methods of communication. The marketing budget remains high due to the expense of the airline magazines. However, these print publications will only be featured for 2 months each during the first year before expanding to 3 months in year 3 with the addition of printing in a smaller airline magazine, EasyJet. In year 2 (and 4) Global Haven will be attending the The World Travel Market Trade Show - Networking Event in November and The Business Trade Show - Networking event in May to significantly promote the expansion into expatriation support. These events run every year and are a great way to grow business visibility as Global Haven will be able to interact and network with other 20,000 other business owners (Great British Show, 2019).

127

FIG 20.

METHOD

REASON

YOUTUBE PRODUCTION

> To reach a mass audience > To capture attention within seconds (approx. 50k viewers) (see Appendix X for calculations)

YOUTUBE ADVERTISMENT

WEBSITE

> Act as the main base of community. > Be the main source of information about GH.

INSTAGRAM

> To visually entice consumers into Global Haven and allows an understanding of the tone of voice. > reaches a wide audience

COST £1,119.90

£9372.00

FREE

EMAIL MARKETING

> To keep consumers in the loop of brand updates to generate consumer loyalty.

FREE

PODCASTS

> To generate awareness and continue educating consumers > Engage third culture kids to feel excited about returning home in an enjoyable form.

£1150.00

> Educate and keep consumers up to date. >Will also be a main base for communication

FREE

> To increase the level of promotion and gain mass awareness. > Capture attention through a unique print in a suitable and appropriate place.

£23,780

BA AIRLINE MAGAZINE

> To ethically build consumer relationships and spread recognition through a wide spread magazine

£22,980

TED TALKS

> Educate the general public about the need for GH and the implications derived through repatriation and why it is overlooked.

FREE

EMIRATES AIRLINE MAGAZINE

= £58,401.90

128

FINANCIAL OBJECTIVES YEAR 1

01 02

Retain a positive cash flow. Aim to retain a 5% growth in sales of packages in the peak months for Global Haven.

YEAR 2

01 02

Obtain a 60% growth in monthly subscribers from year 1. Reach a 20% growth in packages in the latter half of year 2, after the expansion into expatriation packages too.

YEAR 3

01 02 03

Achieve a 15% of profit increase from year 2. Generate at least ÂŁ400,000 in gross profit. Obtain 10-15% of the 138,000 expats that return home each year.

129

START UP COSTING Refer to appendix 7 for the full breakdown of all the start up costs for the first year.

FIG 21.

ITEM PUBLIC LIMITED COMPANY (LTD)

WEBSITE/ONLINE MAINTENANCE - VIP WIX WEBSITE BUILDER - DOMAIN PURCHASE - PRIVACY & PROTECTION - ‘PROPOSIFY’ CONSULTANCY SOFTWARE - COPYRIGHT -BUZZSPROUT

INSURANCE (refer to appendix 5.1 and 7.1 for price variation breakdown)

OFFICE SUPPLIES - COMPUTERS ( X4) - PHONES(x3) - PODCAST MICROPHONES

RATIONALE Registering Global Haven was chosen due to the safety net of all personal assets being protected and secured if failire occurs, especially useful for a start up business like Global Haven. The £150 fee is to be paid once in the first month of year 1. Global Haven will use VIP WIX website builder as it provides a significant level of functionality, being technologically advanced to attain successful communication between the client and consultant. This includes using ‘Proposify’ consulting internet software as it allows for the website to cope with significant traffic (Proposify, 2020). BUZZSPROUT software will be implemented into the website in order to be able to upload the podcasts to which allows for personal download too. See appendix for full price breakdown.

As Global Haven is a company with highly paid employees, Global Haven will take their insurance out from directlineforbusiness.com for a duration on 12 months at a time to ensure that the company is being operated legitamely.

COST £150

£1132.05

£638.32

See appendix for full price breakdown. As an online consultancy company, the tangible assets are a vital part of communication. Computers will be purchased for each employee and 3 work phones for the consultants will be purchased in order to allow them to work on the go. Two podcast microphones will be bought at once in the first month in order to be able to record the podcasts.

£3,200.98

See appendix for full price breakdown. MANCHESTER OFFICE RENT

Global Haven will operate in an office based in Greater Manchester. Manchester was the chosen place due to the renting costs and point of location for the director of GH.

£5,400

See appendix for full price and attribute breakdown. STAFF PAYMENTS > WAGES >PENSION BENEFITS (7% RATE)

As of the first three years, 4 employees will be hired. A global mobility consultant, 2 entry level global mobility consultants and a communication intern in charge of running the podcasts and social media. All staff will be paid at the average salary rate for consultants and be benefited with a 7% pension scheme. GH has potential to grow their employee base in 4th year and project to hire 4 more consultants.

£70,856.46

See appendix 6.1 for full salary breakdown.

ACCOUNTANT FEE

An account fee will be paid at £1000 at the end of each operating year for Global Haven to ensure that the company has financial guidance and organisation. This will also allow for guidance to direct how to overcome any financial dips.

£1000

= £82,494.89

130

SOURCING CAPITAL £60,000 £15,000

£25,000

Angel Investor

Government Start-up Loan

Family and Friends

£100,000 131

GOVERNMENT START UP LOAN A start-up loan of ÂŁ25,000 from the government is a suitable and appropriate method of funding due to the option of repayment between 1 to 5 years at a fixed interest rate of 6% (Startup Loans, 2019). Global Haven will use this fund to assist paying for the start-up costs of purchasing supplies and administering the online set-up. Global Haven aims to start paying the loan back by the second half of year 2 and all investment will be returned within the fourth year. To ensure validity of Global Haven and to assure the start-up loan will be paid back, Global Haven will provide proof of growth in year 2 and prepare a repayment schedule for the yearly accountant to use for paying the loan back

ANGEL INVESTOR The largest input of cash injection given to Global Haven will be through an Angel Investor. This will be provided to mainly help to pay the high salaries of the global mobility consultants and the rent of the Manchester office space. The Angel Investor requires a share of 5% to be returned within 3-8 years (UK Business Angels, 2019). GH aims to repay the share within the 4th or 5th year. The investor will be presented with a timeline that will show the projected revenue where Global Haven will show when they will be able to begin repaying the 5%. Angel Investors also take into consideration that if start ups come into any financial threat, they will not be expected to be paid back and therefore minimises risk.

FAMILY AND FRIENDS Global Haven will require a generous ÂŁ15,000 from family and friends to funnel into the cash flow to ensure that Global Haven in order to be able to pay off any occurring expenses. This is an appropriate method of funding due to the flexibility available in payments due to the family or friend having a close relationship with the founder. Additionally, as Global Haven is based on a personal topic that has a connection to the founder; family and friends may be able to emotionally understand the reasoning behind GH and may be more forgiving if repayments take longer. However, in order to overcome any strains on relationships, Global Haven will ensure to be honest and allow clear instructional information on expectations to prevent any damage (NiBusiness, 2018).

132

SALES FORECAST

REFER TO APPENDIX 5.6 FOR FULL SALES FORECAST BREAKDOWN The average number of expats that return home to the UK each year is 138,000 (Davies, 2020) and Global Haven aims to attract 10% by the third year (refer to appendix 6.1). The sales forecast provides educated predictions on how Global Haven will achieve growth within the first five years of establishment. After the initial launch of Global Haven in June, it is estimated that GH will experience a steady growth from both revenue streams (packages and subscriptions) but notice a speedier growth in subscriptions whilst consumers get to grips with the importance of the services. The sales forecast applied to an approximate prediction of a 60% adoption rate, derived from the 70% of consumer interest delivered through the primary research and solidification through industry experts. 10% was decreased in order to retain a realistic expectation of growth as a startup business. Assuming that the adoption rate of 60% carries over into Global Havenâ&#x20AC;&#x2122;s sales, subscription sales will reach a total of ÂŁ565,569 gross profit after 5 years. The sales forecast shows an expected growth of 20% from revenue stream 1 (consultancy packages) beginning from the latter half of year 2 and going forward will expect a total of a 15% net profit increase by the third year.

133

FIG 22.

£14.99

£204.99

PRODUCT J

£14.99

£204.99

£14.99

£204.99

£14.99

100

£14.99

118

£14.99

A S O N D J

150

£14.99

£204.99

167

£14.99

£204.99

210

£14.99

£204.99

290

£14.99

£204.99

UNIT SOLD

£ PER UNIT

TOTAL £20,521.31

PACKAGES UNIT SOLD

15 17

£204.99 £204.99 £204.99 £204.99 £204.99

TOTAL £26,442.77

TOTAL £46,965.08 134

£ PER UNIT

F M A M

SUBSCRIPTIONS

PROFIT AND LOSS

REFER TO APPENDIX 5.1/5.2/5.3/5.4/5.5 FOR FULL PROFIT AND LOSS ACOUNT BREAKDOWN, INCLUDING YEARS 4 AND 5. It is portrayed through the profit and loss account that Global Haven will become profitable 6 months into the second year of operation with a breakeven point of £29,457.98 (Refer to appendix 5). However, a 5 year profit and loss account has been calculated in order to prove assured growth and maturity for those investing into the business. Global Haven will experience a loss of net profit due to high expenses in the 1st year. GH will experience a growth in sales in August of the first year quite rapidly from the implementation of all marketing methods. As noticeable on the table adjacent, Global Haven experiences a significant increase in total revenue within year 2. This is due to the expansion into expatriation support and the addition of Trade Show networking events. The profit and loss provided information on if Global Haven will reach the objective of “Aim to retain a 5% growth in sales of packages in the peak months for Global Haven.” It would be appropriate to estimate a growth in the peak months as Global Haven implements coordinated marketing methods with common months for expats to return home. Global Haven successfully reaches the 5% growth in August and continues to overreach this by a staggering 20% growth in the latter half of year 2. Global Haven does begin to make profit, at the beginning of year 2 however does not remain steady as high marketing costs in November and December cause GH to make a loss of -£673. Fortunately, this loss is low enough for it not to be of concern.

135

FIG 23.

YEAR 1

YEAR 2

YEAR 3

REVENUE STREAM 1 CONSULTANCY PACKAGES

£26,443.77

£175,471.44

£753,028.27

REVENUE STREAM 2 SUBSCRIPTIONS

£20,521.31

£120,216.43

£116,622.20

COST OF GOOD

£21,721.00

TOTAL NET REVENUE

£46,965.08

£295,687.87

£869,650.47

GROSS PROFIT

£25,244.08

£273,966.87

£847,929

£58,401.90

£75,280.90

£123,293.80

£0.00

£21,721.00

EXPENSES MARKETING COSTS LIMITED COMPANY REGISTRATION BUSINESS VIP WIX

£147.00

DOMAIN PURCHASE

£10.39

£0.00

PRIVACY AND PROTECTION

£7.66

£0.00

PROPOSIFY CONSULTANCY SOFTWARE

£468

INSURANCE

£638.22

£547.32

£474

£3,200.98

£0.00

£5,400

£71,016.24

OFFICE SUPLIES (COMPUTERS, WORK PHONES & PODCASTS) OFFICE RENT WAGES & BENEFITS SCHEMES

£70,853.46 £1000

£1000

TOTAL EXPENSES

£140,896.79

£154,472.54

£202,485.44

NET EARNINGS

-£115,652.71

£119,494.33

£645,444.03

ACCOUNTANT FEE

136

£12.00

£1000

CASH FLOW FORECAST FIG 24.

CASH INJECTION £100,000

JUNE

JULY

AUG

SEPT

OCT

Incoming

GROSS PROFIT

-£1,115

-£805

£389

£1,274

£1,819

Outgoing

OVERHEADS

£10,057.11

£20,068.47

£18,506,47

£8,178.47

NET PROFIT

-£11,172.40

-£20,238.35

-£18,117.07

-£6,904.34

-£6,359.45

£88,827.60

£68,589.24

£50,472.17

£43,567.83

£37,208.38

BALANCE WITH INJECTION

Injection of £100,000

137

YEAR 1 NOV

DEC

JAN

FEB

MAR

APR

MAY

TOTAL

£3,718

£2,948

£3,743

£5,407

£25,244

£6,616.44

£7,616.77

£141,532.28

-£6,519.47

-£16,904.70 -£16,224.90 -£4,460.21 -£3,668.33

-£2,873.80

-£2,209.59

-£115,652.71

£30,688.90

£13,784.20

-£2,440.70 -£6,900.92 -£10,569.25 -£13,443.11

-£15,652.71

£1,659

£2,764

£3,444

£8,178.47

£19,668.47

£8,178.47

REFER TO APPENDIX 5.16 FOR THE FULL CASH FLOW FORECAST BREAKDOWN. Factors such as a 30% bounce rate per month has been applied, which was used as a base for estimation when predicting growth of sales for both revenue streams. As the cash flow forecast demonstrates, without any cash injection Global Haven will be at a total loss of -£115,399.63. However, with a £100,000 cash injection from the start-up funding, it is evident that the overall loss would only be -£15,399.63, which is considerably lower than the initial cost without investment. Although this is still negative, it is much easier to comprehend and shows more positivity and ease going into year 2.

138

SENSITIVITY ANALYSIS

REFER TO APPENDIX 5.11, 5.12, 5.13, 5.14, 5.15 FOR 5 YEARS OF SENSITIVITY ANALYSIS BREAKDOWN Demonstrated by the conducted sensitivity analysis, working out a +20%/-20% increase and decrease of the projected gross profit for Global Havenâ&#x20AC;&#x2122;s 3-5 year plan helps to gauge how profitable the business will be with or without a projected 20%. Though the table adjacent shows that GH would still experience a loss, It is suggested that Global Haven will be completely profitable in the third year. Even in the event of unpredicted losses, it can be disclosed that Global Haven will still be able to prove being a feasible business by the third year.

139

FIG 25.

+20%

-20%

£26,443

£31,732.52

£21,155.02

£20,521.31

£24,625.57

£16,417.05

TOTAL REVENUE

£46,965.08

£56,3582.40

£37,572.06

COST OF GOOD

£260,652

£312,782.40

£208,521.60

GROSS PROFIT

-£213,686.92

-£256,424,30

-£170,949.54

MARKETING

£58,401.90

£70,082.28

£46,721.52

OVERHEADS

£82,494.89

£98,993.87

£65,995.91

£140,896.77

£309,972.94

£112,717.43

-£354,583.71

-£566,397.24

-£283,666.97

SENSITIVITY

BASE FIGURE

REVENUE STREAM 1 £204.99

REVENUE STREAM 2 £14.99

TOTAL OVERHEADS NET PROFIT

140

KEY PERFORMANCE INDICATORS

Specific KPIs will be used throughout the three years to ensure that all objectives are being met in order to allow for progress, including the business, marketing, communication and financial objectives. These measurements will enable Global Haven to measure and track and success of the business.

OBJECTIVE

BRAND PERFORMANCE To create excellent customer service and continuously improve consultant training to offer guaranteed success to retain consumers by positive referrals.

BRAND AWARENESS Ensure Global Haven continuously provides customer acquisition and reaches the objective of obtaining 10% of the current repatriation market for the UK each year.

BRAND ENGAGEMENT To obtain exceptional customer loyalty in order to obtain the personality and tone of voice being safe, sincere and secure. Attain close relationships that will allow for consumers to trust Global Haven and therefore, refer the relevant friends and family.

MEASUREMENT

> Measure customer willingness to complete a review for the success story/referral page. Additionally, through feedback reports. > Track the progress of growing sales and through which methods of marketing has best helped to initiate purchase. > Ensure staff training takes place frequently and recruitment of staff must have previous global mobility experience.

> Analyse the profit and loss account b measuring the increase of sales from subscribers and sold packages. > Measure the growth of social media followers. > Evaluate external media coverage and word-of-mouth marketing about Globa Haven. > Monitor relevant competitors method of support and marketing to ensure Glob Haven does not get substituted or diluted the market.

> Monitor customer feedback. > Carefully identity the volume of podca suggestions through the podcast sector the website > Monitor the amount of listeners/ downloads each month. > Use the instagram hashtags #GHsuppo and #GlobalHavenhelp to track number posts post consultancy.

FIG 26.

141

BRAND FEASIBILITY

To perform as a profitable business within the first year of establishment with obtaining 10% of the 138,000 repats each year in the UK; as well as obtaining a total of 200 packages and a minimum of 1500 subscribers by the end of first year.

BRAND GROWTH

To begin the expansion and growth once Global Haven has shown secure and stable profits and assured continuous growth of sales.

d al

> Measure the cash flow and sales forecast to identify which months need more marketing for awareness growth. Also, measure when is viable to recruit more consultants to make sure they can support the number of customers. > Identify the marketing techniques that prove successful in order to carry them over for a few years. > Ensure education via TED X TALKS is extremely educational, using factual information in order to allow for a â&#x20AC;&#x2DC;shock factorâ&#x20AC;&#x2122; that will lead to word-ofmouth communication and referrals.

> Analyse the sensitivity analysis to identify if Global Haven will need any extra cash injections and therefore, avoid large costs like an expansion. > Identify where on the profit and loss account and sales forecast where would be a viable and appropriate option to begin the expansion. > Conduct consumer research with existing and external consumers to measure how successful it would be.

ds bal d in BRAND COMMUNICATION

ast on

ort r of

142

To ensure the level of communication is prioritised and is always performed at a top level, through the online consultancy and in person.

> Ensure software updates are frequent to maintain the highest standard of communication. > The online consultancy is to suit the convenience of the customer and therefore is vital to upkeep the technology to ensure best possible communication. > Heavily test the software and communication methods before launching Global Haven.

RISK ASSESSMENT An internal and external risk assessment has been implemented into the business plan to ensure Global Haven takes into consideration all angles of projected issues. Using this assessment has helped to build solutions to mitigate any risks that will impact the growth of Global Haven.

INTERNAL

FIG 27.

RISK

Lack of clients to cover costs

Negative feedback from clients

Subscription Cancellation

Not enough intial funding

Support is not what Global Haven promised

Lacking in amount of employees

THREAT LEVEL HIGH

MEDIUM

IMPACT Lack of clients would result in reduced covers, leading to Global Haven not making enough revenue to cover overheads. Lack of clients would result in reduced covers, leading to Global Haven not making enough revenue to cover overheads. As Global Haven will rely a lot on referrals and word of mouth, negative feedback could impact the generation of new clients.

SOLUTION A calculated plan was put together to ensure Global Haven will be able to survive on minimal clients. Additionally, spread out marketing methods across the year to ensure visibility for 12 months. Deep initial primary and secondary was taken the business concept would be viable and feasible in order to prevent negative comments. Additionally, staurate marketing with success stories over each online and offline method.

Consumers are quick to often cancel subscriptions if they are unhappy with the service provided. This will impact a whole revenue stream for GH and result in a lack of profitability to the business.

Global Haven will match supply and demand, listen to their consumers needs and ensure the subscription fee is worth buying over the free version. This has been conducted through research to warrant certainty.

MEDIUM

Low initial investment would impact the cash flow indefinitely and not be able to cover the high start up costs, including salaries and result in a negative outlook.

Global Haven will be sure to carefully select the most appropriate method of initial investment that will cover the costs of starting up.

LOW

In this case, it would demote consumersâ&#x20AC;&#x2122; trust and loyalty and result in a lack of referrals and positive conversation around Global Haven as well as decrease consumer retention.

Ensure regular consultant training and education to remain up to date with current situations and how it may impact expats. Provide excellent customer service to ensure relationships are built.

MEDIUM

As GH only begins with 3 employees, it may be that this will not provide enough support and result to unsatisfied customers.

MEDIUM

Before Global Haven can afford to recruit more members of staff, organisational skills will be fundamental to overcome this. GH will provide their very best consultancy and work hard to satisfy their customers.

143

EXTERNAL FIG 28.

RISK

Events occurring into lack of travel

Economic Recession

Risk of concentration of sales

Expatriation trend decline

144

THREAT LEVEL

HIGH

MEDIUM/HIGH

MEDIUM/LOW

HIGH

IMPACT

SOLUTION

Lack of expats returning to the UK would result in lack of clients and therefore dissolve the brand in the market as it will be less needed and clients will choose the free platforms for part time community support.

Podcasts and TED X TALKS have been implemented to continue educating the public. This will solve the problem by keeping the public aware of GH’s mission and remain at the top of consumers’ business of choice when it comes to repatriating. Subscriptions will also continue to ensure revenue over the packages.

An economic recession may result in an increase in office rent, as Global Havens office is central Manchester, this is likely and consumers disposable income would decrease and therefore decide they do not need to purchase a package from GH despite if it will help their mental health.

Global Haven will ensure there is enough cash injected into the business to keep it stable through an economic recession. Additionally, remind the public of Global Havens values to help predict future covers in the sales forecast.

It may be projected that Global Haven will have busier seasons than others. However, if GH relies on a concentrated handful of clients then Global Haven may experience a sudden drop in clients. The decline in trend is unlikely however would be a significant risk to GH as it would result in a lack of consumers as they would not need the service.

If Global Haven experiences this it will be important to communicate the benefits of the subscription fee to ensure one revenue stream will be consistent throughout the year.

Whilst this will be completely out of Global Haven’s control, research has showed a significant need for a service like this due to the saturated amount of expats/repats needing support and shows no likeliness to decline.

10 145

THE FUTURE

146

THE FUTURE As mentioned throughout this report the process of becoming an expat can be both daunting and exciting but the process of repatriation has provided so difficult that it is sensitive to well-being implications. Whilst global trends shift, expatriation and repatriation may always cause problems when not being provided with any support. With the hopeful continuous growth of Global Haven, expats should feel safe and secure with relocating back to their country of citizenship. As mentioned in the 3-year overview in chapter 7, Global Haven plan to expand their support into initial expatriation as well as repatriation. GH shows significant feasibility to do so within the profit and loss accounts and therefore will remarkably help drive sales and brand awareness. Global Haven shows complete financial stability by the third year of operation after the expansion and therefore will begin more frequent methods of marketing to upkeep consumer acquisition as well as recruiting more consultants to support the growth. By the 5th year of operation, Global Haven will begin implementing a B2B strategy by developing corporate packages for in-house culture training predeparture. An Ansoff matrix has been developed to further detail some of the growth opportunities that Global Haven will utilise in the future in order to be successful.

147

EXISTING MARKET NEW MARKET 148

EXISTING PRODUCT

NEW PRODUCT

Market Penetration

Product development

> Global Haven will continue to grow by expanding into expatriation support as well as repatriation in year 2 to further develop GH into being relatable and sincere to all processes in the expatriation lifecycle.

> Focus a whole new developed package on the sole insight of wellbeing hindrance instead of filtering it through the existing packages.

> Global Haven will increase the amount of networking events they attend to successfully infiltrate into the global mobility market in order for an increase of referrals from consumers and external organisations.

> Begin hosting events for expats and repats around the UK to communicate, meet and offer/gain support of their own. To create a feeling of connectivity back home. > Develop on the insight of well-being hindrance as a sole

Market Development

Diversification

> Global Haven will begin to penetrate consultancy into external organisations through the addition of a B2B service. Doing so will help to easily gain more direct consumers experiencing first hand expatriation/repatriation.

> Publish an educational and informative book for consumers to have on the go and refer to during their moving process, thereby will increase consumer acquisition and sales with the existing consumer base.

> Add to the existing packages with the addition of a â&#x20AC;&#x2DC;corporate packageâ&#x20AC;&#x2122; being sold directly to organisations that will allow for in-house culture training through the 3rd party of Global Haven.

ANSOFF MATRIX

FIG 29.

OBJECTIVE REVIEW

Demonstrate a detailed understanding of the chosen market, core consumers and market position that will lead to the implementation of a successful business plan, allowing room to consider possible risks and how to overcome them.

Coherently communicate the brandâ&#x20AC;&#x2122;s DNA through a structured communication and marketing plan and specified visuals that will reflect the brands values

REPORT OBJECTIVES 149

This objective was achieved throughout the report, evidenced by the deliberate and careful consideration into mitigating reverse culture shock. The business, Global Haven, was built upon the foundation of consumer tension derived from alienation and isolation. Achieved via extensive primary marketplace and consumer segmentation research, this objective has been met throughout the report and has helped to ensure an in-depth risk assessment was put in place to overcome any eventualities when taking into consideration the future of Global Haven. Global Haven has developed and maintained a strong sense of brand personality throughout the written report subsided with aesthetic visuals in order to ensure the brands level of communication successfully targets the defined consumer.

150

THE CONCLUSION Evidenced through this report, Global Haven has been able to develop a financially feasible business proposal that solidifies the brands position in the marketplace, proving that the brand has the ability achieve the projected business objectives; becoming the only business in the global mobility market to offer first-hand, personalised repatriation support through consultancy. By drawing out extensive research into the primary marketplace, external competitors and consumer profiles, it became clear that there was obvious potential for Global Haven to launch due to the lack of existing services. Therefore, Global Haven has been able to successfully fill a gap within the existing market to build upon the lack of knowledge and education into the implications that repatriation creates with a sincere and safe brand personality. The achievability of Global Haven is demonstrated through the 3-5 year financial report, which has provided allowance for future growth.

151

G L O B A L

152

H AV E N

G L O B A L

H AV E N