Leonards 2010 Plan

Latin America and the Caribbean

Sales Meeting, Chicago 8-12 March 2010

2010 Goals

2010 Goals

• 5000 certification exams (2009- 3516 exams…9.04% growth over 2008)

• 1000 Strata exams (2009 – 3 exams)

• Standard pricing in U.S. dollars

• Membership growth of 100% w/CAPP

• Grow ASC by 100%

• $1,100,000 gross revenue

• Net income profit targets…same as Terry’s

Team Brasil

• Ronaldo Frederico, rfrederico@comptia.org• Marketing Consultant, Professor at Pontifícia Universidade

Católica de São Paulo • Formerly Business Unit Country Manager for Sun, IBM, HP, and

TTI• Focus/Specialty – Academic, OEMs, State/Municipal

Governments around Sao Paulo, Marketing Consulting

Team Colombia

• Dr. George Proeller, gproeller@comptia.org• Doctor of Computer Science, 6 Masters Degrees, SME for first

Security+ Development, Chairman Emeritus ISSA-Colorado Springs, President ISSA-Colombia

• Focus/Specialty – Academic, Commercial Trainers, IT Security

Team Puerto Rico/República Dominicana

• José Vargas, jvargas@comptia.org• VAR, CTT+, A+, Trainer, Independent Businessman, • Long time CompTIA VAR member and participant in Sales &

Service Section• Focus/Specialty – Everything.....Commercial Trainers,

Academic, OEMs, State/Municipal Governments, VARs

Team Mexico

• Juan Saldivar, jsaldivar@comptia.org• Nadia Jessel, njessel@comptia.org• Currently: Sr. Mgr. Educational Services, Latin America for Sun,

10 years• Formerly: Novell - Commercial Director; Lucent – Sales

Manager; Business Unit Country Manager for Sun, IBM, HP, Intersys and TTI

• Focus/Specialty – Federal Government, Commercial Trainers

Certification breakdown

Consumption By Country…41 Countries/Autonomous Units:

16.40%

12.30%

10.50%

7.70%5.60%5.50%

42.00%

Exams by Country

Puerto RicoColombiaTrinidadBrasilBarbadosSVGOther

Certification breakdown

Cert Breakdown by Type…..3516 total in 2009:

A+Network+Security+

ConvergenceE2C

Others

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%

57.96%14.93%

5.26%7.59%

5.46%8.80%

Consumption by Cert

Certification breakdown

1.337%33.937%

7.458%

18.991%5.046%

4.579%

23.003%

Population Comparison

ArgentinaBrasilColombiaMexicoPeruVenezuelaOthers

Certification breakdown

1.337% 7.651%

12.315%

3.612% 0.512%

0.398%

74.175%

Consumption Comparison

ArgentinaBrasilColombiaMexicoPeruVenezuelaOthers

Certification breakdown

Sectors

*Training partners in the Caribbean

*Avaya – Convergence+ and A+

*GBM Corporation, 7 countries – Mandate…All 300+ technicians must be A+, Network+ & Security+ certified. In 2009 it was A+. 2010 will be Network+ & Security+.

*Quiet mandates….Dell, HP, Ricoh, Canon, Gov’t regulations

Largest Certification Customers

Largest Certification Opportunities

Educational/Training Sector:*Puerto Rico – Training Partners (Agent)

*Caribbean – Barbados, Trinidad, SVG, Jamaica

*Brasil – Grupo Impacta (Agent)

*Argentina – EXO S.A. (commercial trainer)

Corporate Sector:*GBM Corporation – Mandate, according to their plan over 500 certs in

2010, IBM exclusivity in Central America

*ITS InfoComm – 11 countries, 1500 employees, largest CISCO VAR in Latin America

*Grupo STT – Mandate across the region – Strata, Certifications

Government/Association Sector: ALETI, Targeted

Member Engagement

Engaging Members:

*System to send something every 2-4 weeks…maintain mindshare

*Connect people….one person needs something, who do I know that can meet that need…develop value & credibility

*Virtual Communities….Orkut, LinkedIn, Facebook, Twitter…guerilla marketing

*Skype – always on, Pick up the phone….be available

*2010 – CompTIA activity status reports, what’s going on in the country/region?

*When in town….look them up

*Agents

Membership Opportunities:*CAPP – primary directive

*E2C – primary directive, largest opportunity in numbers

*Associations – partnering, affiliations, alliances, etc…

*VAR – always looking for VAR opportunities, especially with ASC

Member Engagement

HOW...*Understand their businesses *Send them “useful” information

*Pick up the phone *When in town, look them up *Use Skype with video

*Learn something about them and ping them on it

Testimonials…*2010 activity…gather testimonials, mandates, value-statements…create my own

marketing materials

Find Members & Prospects….*Mine iMIS *Mine CertMetrics *Mine PearsonVUE/Prometric/Certiport

*Social Networking (experiment) *Referrals

*Partnering…ISSA, local communities *LinkedIn

Member Engagement

Member Engagement

Potential affiliate member

*ALETI – Association of associations, 17 countries

*ACTI – Chile

*ASSESPRO – Brasil

*ANADIC – Mexico

Threats

1. Lack of localized exams…Portuguese….English won’t suffice, won’t grow beyond 3500 exams. Simple fact.

1. A+ in July

2. RFID+ in July

3. Strata-IT Technology - now

4. CDIA+ - now

5. PDI+ - in approval process

2. Lack of localized courseware….CENGAGE, ElementK, gtslearning

3. Need to be able to travel…Good sales execution & the regional culture requires “being there”. The one cultural constant in the region is that these are “touchy, feely” people. They want to see you, touch you, and hear you. You get phenomenal “brownie points” for showing up.

Final word…

• The population of the region is greater than either the EU or USA. Brasil (8) and Mexico (12) are among the twelve largest economies. Brasil is forecasted, by multiple sources, to become the 5th largest economy by 2020. Over 62% of the population of Latin America, today, is under 35, and getting younger.

Final word…Final word…

Final word…young demographics

Final word…young demographics

Final word…We have not even scratched the surface.

Thank you…….