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5 P's of SME Toolkit Strategy - Brief

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SME Toolkit

on 3 October 2014

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Transcript of 5 P's of SME Toolkit Strategy - Brief

PRODUCT
PLATFORM
PARTNERSHIPS
PEOPLE
POSITIONING
Users
SME Manager
Aspiring Entrepreneur
Student
Business Trainer
Consultant
Government employee
Strengthen
Content &
Tools
Improve
E-Learning
Offering
Create
a B2B Platform
(Directory)
Provide Expert
Advice
Make Accessible
on Mobile
Strengthen Content Offering
Improve Site Navigation
Evaluate existing SME Toolkit Content Offering, Identify Gaps
Clarify Status of each content partnership
Source new partnerships to strengthen SME Toolkit Content
Encourage partners to offer relevant local content
Introduce Learning Passes to guide users to most relevant content
Update existing tools
Website Builder
Identify Other relevant tools to be hosted on SME Toolkit Websites
e.g. Self-diagnostic Business Assessment Tool
Access to Finance Tool (Luminous)
Strengthen Business Directory/Integrate a B2B platform to allow SMEs find business opportunities through SME Toolkit
Make SME Toolkit accessible on mobile devices through web-browsing
Mobile browsing
Mobile App
Develop mobile app to make SME Toolkit accessible offline
Offer Expert business advise to SMEs on local regulations, best practices in business management, etc.
Project
Components
Distribution of Tasks by Component
Partner Management & Support
Partner Support (responding to partner requests)
(CAD - Product Specialist/Admin Support Person)

Partner Capacity Building (in-depth, personalized support)
(CAD - Product Specialist)

Legal Agreement renewal
(CAD - Admin Support Person/
IFC regions
)

Fee Collection
(CAD - Admin Support Person/
IFC regions
)

New Partner Onboarding
(TBD)

Technology
Overall Technology Management
(Tech Product Manager)

Partner Technology Support (1st tier)
(Tech Product Manager)/Tech Support Firm)

Partner Technology Support (2nd tier)
(IBM)

Product development and IBM relationship management
(Tech Product Manager)

Partner Training
(Online/Tech Product Manager (on-demand sessions)

New Website Set up & Design
(Tech Product Manager/Tech Support Firm)

Web Management
Global Site maintenance
(CAD - Marketing Specialist)

Non-partner site maintenance
(CAD - Marketing Specialist)

Google Adwords Management
(CAD - Product Specialist)


Marketing & Knowledge Management
Maintenance of project marketing collateral (brochures, master deck, boilerplate, etc.)
(CAD - Marketing Specialist)

Maintenance of SME Toolkit Partner Portal
(CAD - Marketing Specialist)

Partner Communications
(CAD - Marketing Specialist)

Manage Social Media accounts (FB, Twitter, blog, partner FB group)
(CAD - Marketing Specialist)

Maintain/upgrade partner materials (starter pack, branding guidelines, etc.)
(CAD - Marketing Specialist/Product Specialist)

Internal product positioning
(Global Team)

Design Services (Project, partners, new partner websites, etc.) (TBD)
Project Management/IFC Internal
Vendor relationship management
(Global Team)


IFC regions relationship management
(Global Team)

Legal
(Global Team)

Fund raising
(Global Team)

Other Project Management tasks
(Global Team)
New Global & Local Partnerships
Global Partnerships
(Global Team)

Content Partnerships
(Global Team)

IBM relationships management
(Global Team)

New Business Development (IFC regions/
Global Team/
IBM
)


Strategy & Product Enhancement
Strategy
(Global Team)

Product Enhancement (New content, online tools, elearning, etc.)
(Global Team)



Distribution of
Tasks by Component
Distribution of Tasks by Teams
CAD Team
PRODUCT SPECIALIST
(Deep understanding of web management & technology, knowledge of Drupal CMS, strong client support skills, understanding of SME needs)



Partner Support (responding to partner requests)

Partner Capacity Building (in-depth, personalized support)

Google Adwords Management
Tech Support Team
Tech Product Manager

Overall Technology Management

Partner Technology Support (1st tier)

Product development and IBM relationship management

Partner on-Demand Training

New Website Set up & Design

Project Design as needed
IFC Regional Relationship Managers
Partner Strategic Relationship Management

Partner Fee Collection and Agreement renewal support
IFC Global Team
Vendor relationship management

IFC regions relationship management

Legal

Fund raising

Other Project Management tasks

Project Strategy

Product Enhancement (New content, online tools, elearning, etc.)

Global Partnerships

Content Partnerships

New Business Development

IBM Relationship Management
ADMIN SUPPORT
(Strong client management skills, communications skills, strong command of English, basic understanding of web/technology)



Partner Support (responding to partner requests)

Legal Agreement Renewal

Fee Collection facilitation

Coordination with IFC global and regional

MARKETING SPECIALIST
(Extensive online marketing/communications experience, experience working with a web-based product, knowledge of Drupal CMS



Maintenance of project marketing collateral (brochures, master deck, boilerplate, etc.)

Maintenance of SME Toolkit Partner Portal

Partner Communications

Manage Social Media accounts (FB, Twitter, blog, partner FB group)

Maintain/upgrade partner materials (starter pack, branding guidelines, etc.)

Global Site maintenance

Non-partner site maintenance

Tech Support Firm

Partner Technology Support (1st tier)

New Website Set up
IBM
DEVELOPMENT TEAM

Tier 2 techical support
Project Management Team

Project Strategy Input

New Business Development
Distribution of
Tasks by Teams
Partner Management & Support
Partner Support (responding to partner requests)

Partner Capacity Building (in-depth, personalized support)

Legal Agreement renewal

Fee Collection

New Partner Onboarding
Technology
Partner Technology Support (1st tier)

Partner Technology Support (2nd tier)

Product development and IBM relationship management

Partner Training
Web Management
Global Site maintenance

Non-partner site maintenance

Google Adwords Management


Marketing & Knowledge Management
Maintenance of project marketing collateral (brochures, master deck, boilerplate, etc.)

Maintenance of SME Toolkit Partner Portal

Partner Communications

Manage Social Media accounts (FB, Twitter, blog, partner FB group)

Maintain/upgrade partner materials (starter pack, branding guidelines, etc.)

Internal product positioning
Project Management/IFC Internal
Vendor relationship management

IFC regions relationship management

Legal

Fund raising

Other Project Management tasks
New Global & Local Partnerships
Global Partnerships

Content Partnerships

IBM relationships management

New Business Development


Strategy & Product Enhancement
Strategy

Product Enhancement (New content, online tools, elearning, etc.)


Internal Positioning
- Change at the WBG as an Opportunity
- Articulate relevance of SME Toolkit to the new WBG agenda
- Highlight the increasing Demand for SME Toolkit
- Highlight enhancements to SME Toolkit (elearning, updated look to all local sites, etc.)
- Leverage SME Toolkit for other IFC/WBG products (e.g. BE, SME Finance Forum)
Clearly articulate the SME Toolkit value proposition, positioning it as a package of solutions for Clients to reach SMEs, including:

Website (Quality content, Ongoing Management/Technical Support)
In-classroom Training (Methodology, Training Materials)
Partner Network (knowledge sharing, partnership opportunities)
Positioning - New Clients
Continue building a perception that SME Toolkit is going to the next level, particularly in the context of increasing licensing fees

New, easy to use and flexible technology platform (V4)
Enhanced Partner Support (CAD, AO)
Improved and Updated Partner Tools and Resources (Redesigned Partner Portal, Branding Guidelines, SME TK Started Pack)
New Content offering (Elearning)
Updated SME Toolkit Training (TBD)

Important to use the momentum and implement low cost high benefit changes
External Positioning - Existing Clients
(Technology)
(Clients, Global Partners)
(Teams)
THE 5 P's of
SME Toolkit Strategy

October 2014
PROGRAM OBJECTIVE
Product as seen
by end users
(SMEs)

3 Key support
Pillars on
the back end

Overarching
theme

Product
Platform
Partnerships
People
Positioning
Ensure a smooth transition from V3 to V4 in a reasonable timeframe

Ensure a minimum standard of quality for user (partner) experience and an acceptable scope for core functionality

Highlight mobile friendly capabilities of the new platform

Define the mechanism for adding new features by third parties to allow for innovation

Offer major feature improvements annually
(Critical - since no major improvements were offered for the last 2-3 years)

Release updated version with minor improvements and fixes every 2-3 months
Key Objectives
Local Partners
(Clients)
Global Partners
Offer Product/services that successfully meet clients needs
Create a well performing partner network, since good partner performance = SME Toolkit success
Strengthening Existing Partner Network

- Evaluate each partner relationship, terminate with non-performing/non-paying partners
- Update agreements/enforce fee collection with remaining partners
- Start defining Strategic Partnerships (e.g. FIs, Corporates, Gov. Institutions)
- Streamline Agreement Renewal Process and Reporting (Agreements every 2 year, simplified LDP)
Partner Relations
- Build capacity of remaining partners, through improved support, including:

- Regular live webinars
- Partner materials/resources (starter pack, branding guidelines, Marketing Guide, SEO guide. etc.)
- Presentation screencasts
- Leverage the value of partner network (through knowledge sharing, best practices, etc.)

- Create and maintain a sense of community (through partner FB group, partner conference)
Partner Support
Partner Community
New & Prospective Partners
Legal Agreements & LDP
- Incorporate legal aspects into the main agreement
- Simplify parts having to do with business planning
- Create an online tool, merge with the reporting app (partners to fill out online, support team to review and provide feedback, real-time. Partners to submit reports on key metrics every quarter (just as we currently do) and provide updates to their business plan annually.

- Recommended term - 2 years (Standardize across regions)
- Agreements cleared in the region
LDP
Agreement Term & Clearance
Support to IFC Regions
Pipeline Partner Support

-Selection Support
-Initial LDP review
-(Agreement clearance done in the region)
New Partner Onboarding
Replace current ToT & CMT training with Comprehensive Partner Onboarding Program
Part 1 - The Product (overview of the product - from Pitch ppt)

- History/background
- SME TK today - facts, numbers
- Content
- Technology
- Operational Model

Part II - The Teams (overview of teams and roles of each team)

- Support team (CAD, AO)
- Global team
- IFC Regional team
- IBM

Part III - Managing SME Toolkit Project (From Starter Pack)

- - Building local partnerships


Part IV - Managing your site (from conferences, capacity building ppts, other available resources)

- Content is king
- Increasing registered users
- Attracting traffic to the site
- SEO

Part V - SME Toolkit Partner Network

- SME Toolkit around the world
- Who are our partners
- Partner resources/platforms (Partner Portal, FB group, newsletter)
- Partner capacity building (best practice Webinars
- Partner conferences

Part VI - Monitoring & Reporting

- SME Toolkit reporting requirements (key metrics)
- Google analytics
- Aggregated Stats App
- Reporting App


Part VII - CMT- Content Management Training
* Replace SME Toolkit ToT with Business Edge training offering, adaptable to specific client needs
Explore global partnerships, to enable improvement to the program as defined in the Product section

B2B platform/improved business directory (Alibaba, IADB-Connect Americas, DHL)

E-learning (General Assembly, Coursera, Khan Academy, Alison, etc.)

Technology (Microsoft, Facebook, Google)

Content (Identify content gaps, reach out to potential content providers)

Internal Partnerships (IFC) - A group within IFC that works with corporations
Global Partnerships are key to taking SME Toolkit to the next level
Marketing Collateral
Update all project marketing materials in an effort to reposition Toolkit as a cutting edge product successfully meeting SME and local partner needs

Pitch presentation (adapted to different audiences - FIs, Corporates, Global Partners, WBG/IFC Internal)
Brochure
Technology one pager
Case studies (Partner, End User)
Define Priority User Groups (e.g. Entrepreneurs and SMEs seeking financing, Youth, Women)

Conduct Global User Survey to better understand end user needs
Become a better tool in IFC's SME Toolbox Providing High Quality Product and Services to Clients
Become a one-stop-shop solution for entrepreneurs and small businesses looking to start and grow their own business
Develop a user-friendly technology platform, on par with modern standards, with flexibility to add features and innovate on a partner level
E-learning
Improve E-learning offering through partnering with existing E-learning providers (Alison, Coursera, General Assembly, Google)
Establish new global partnerships, strengthen existing ones to add value to the program and increase reach
(Marketing & Communications)
Ensure availability of strong teams to provide highest quality of services to IFC and its clients and support project objectives
Update all project marketing materials in an effort to reposition Toolkit as a cutting edge product successfully meeting SME and local partner needs
SME Toolkit Project Components
Full transcript