AIESEC Hong Kong 1314 Business Development

Vision, Focuses and Strategies Presented by Yamen Cheung

Vision To be the FIRST choice youth leadership development organization

and recognized as the representative of youth voice We are the youth leadership development organization in HK that has local chapters in 7 universities aiming to make an impact on the youth of HK to create more future leaders. We hope to be the first choice partner for corporates, the first choice organization for youth to join in order to develop their leadership skills and last but not least the representative of the youth voice in HK. At the same time, in order to enhance the sustainability of organization, it is important to have strategic planning on both positioning of the organization and the products provided to obtain resources and partnerships in order to support the organization growth as a whole. Synergies within entities and across entities are of paramount important to achieve this vision together.

Focus Area 1: Resources Management for Organization Needs BD as the resources investigator for the organization, it is important to ensure that the resources we find is suitable for the organization and enhance the operations in both short term and long term. Therefore, the financial resources for MC and non-financial resources such as learning partners, workshops, contacts, etc. for the organization. Goals I. The 80% of the 1st quarter expenses of 1415 will be raised in 1314. II. Increase financial reserve to 3 months III. At least 30% of MC revenue will be generated by BD products Financial Resources – Revenue Generation for Current and Next Session In the past 3 sessions, there is no concept in raising financial resources for the first quarter of next session, which is the period that MC faces the toughest financial situation every year. Therefore, raising financial resources for next term for the

operation of first quarter will be helping the organization to solve the financial difficulties in preparation of events and conferences. For the current term, there are VISA and Pernod Ricard Aisa to deliver projects such as case competition in the university students’ pool by our local network. CSR solutions will be a way for us to form partnerships and generate income from it. Revenue generation is always the top priority of MC BD area however we need to be careful about the positioning we might project with the cooperation of these partners. Non-financial Resources – Connection to the Organization Needs Support to LC and Coordination I. Trainings from external and alumni, advises on project planning, contacts referral etc. are concrete support from MC to LC. II. Coordination of events to achieve the same goal as a whole organization is needed to cope with the needs of a strong branding of AIESEC and this can only be done by all entities within the organization as a whole. Therefore, early planning in BD areas in terms of product cycle and market segmentation need to be held. MC Synergies There are many possibilities to have synergies cross team; I would like to focus on the following three teams for the importance of the resources drawn into the organization can be influential. I. ICX – Partnership Raising and TN Raising at the same time In the past, DLD was used strategically to engage the possible TN takers and ICX will do follow up on those warm contacts. However, DLD is integrated into national conference and the DLD would mostly used to do partnership delivery for our learning partners and national partners. Therefore, with the change of practice, ICX and BD need to work closely with each other in terms of mapping out target groups of potential partners and how BD help ICX to attract these contacts to engage with AIESEC in order to assist the sales of ICX. II. TM – Learning Partners and external relevant trainings to TLP National learning cycle and the development of education needs and plan for TLP will be a great tapping point for TM and BD closely work with each other. In order to develop the leaders of the organization, they shall have more assistance and training to help them in leading their functional areas and organization. III. FIN – Strategic Finance that requires BD to assist in order to achieve the financial goal Despite of the financial goal for current term, as aforementioned, the close communication on both short term and long term development of organization in terms of financial reserves is needed. Not to mention, the cost control requires a clear communication between BD and FIN in order to make profit out of the work.

Focus Area 2: Branding The brand of AIESEC Hong Kong is built by generations of predecessors and the relationship between our stakeholder and the image portrayed to the public largely rely on the partnership delivery and the products we present to our target audience. We have been positioning ourselves as the professional youth-run organization that aim at developing young leaders to the externals. The strategies will be categorized according to our target group. Goals I. At least 5 media coverage on AIESEC HK, including LC and MC events II. 100% Partnership Retention Rate

Target Group: Partners Enhance Account Management by Recruiting BD managers AIESEC Hong Kong currently is facing a difficulty to convert the event partners into a long-term national partner in the past 3 years. Our branding to our partners greatly affected by our delivery of partnership and relationship management. In order to sustain our partnerships and so have more GCP to support the development of sustainable partnership model, it might sounds super basics yet when we have too many accounts to handle without enough HR in BD area, it would be a problem already. Conference Product Packaging The national conferences of AIESEC Hong Kong can be packaged as a product to sell to the potential partners to gain sponsorships and supporting organizations in order to engage more corporates and at the same time open a channel to draw in monetary resources for the organization.

Target Group: Youth in HK Develop Product that are value adding to Core Business The products developed in the current and past 2 sessions are diverse in theme and message delivery; however they have a common element that is not able to support the core business of AIESEC. Hence, the purpose of the organization can seldom be communicated. BD will focus on product such as Youth Summit to center the message on the correlated to the purpose of AIESEC. Enhance LC campus relations Continue the work of 1213 in strengthening the campus relation by drawing an alignment between AIESEC’s value and the campus. There are products that align with the campus direction and university culture such as FRDS of CUHK aligning with the stress on cultural diversity in CUHK and students in CUHK tends to talk about society and humanity.

Target Group: General Public Increase Media Exposure Media Exposure on the existence of the organization is also stressed. NSTs specifically work in PR area will be a main drive force to assist the national plenary to develop media angle for the events and projects in order to have media exposures not only for MC BD events but also LC ER/PM/BD events. Utilize Social Media Platform With the full implementation of social media platform since 1112, marketing campaign of projects and events can be done effectively on social medias in order to reach more potential audience in general public.