Using the web for effective investment Promotion

Presentation by: Ghana Investment Promotion Centre

November 30, 2010IFC-ProInvest Training Workshop

Dakar, Senegal

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CONTENTS

1.0 Introduction2.0 GIPC Website Goals

Online support throughout the investment process Online facilitation Case Study – Successful Website Enquiry Lead

3.0 Conclusion

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1. 1.0 INTRODUCTION

Date Launched: 13th June 2007

URL: www.investinghana.org

(alias www.gipcghana.com, www.gipc.org.gh)

GIPC (Ghana Investment Promotion Centre)

Current Language: English

Average Monthly Online Enquiries: 98

Successful server requests since launch 11,493,353

2010 – 2,195,813 (19.10%) 2009 – 4,359,651 ( 37.93%) 2008 - 3,810,360 (33.16% ) 2007- 1,127,529 (9.81%)

Source: Hostway Inc. ( November 2010)

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1.1 METHODOLOGY USED

Multi-Task Approach to the website development process

Project team Comprised

• Head of Marketing and Promotion• Head of Research and Project Development• Public Relations Manager• Head of Legal• Head of MIS• Website Development Consultant 

Divide tasks into broad segments

Split teams to manage segments of the project

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1.2 PROJECT PLAN

Pre-Development Activities Confirmation of Website Development Committee Formalization of contract Contents review and audit of existing website ( MIGA IPAworks)

Content Requirements Identify all contents and sources of contents Content collection and conversion to reflect objectives and make most impact

Website Development Layout theme designs Webpage development and programming Database development 

Integration and Testing Segments integration Extensive functionality and usability testing of entire website

Upload and Configuration Upload new website onto web server Configuration and testing

Post Implementation Training of website managers on Content Management System (CMS) Website Promotion, search engine optimization, submission to major search engines and online

directories Website Launch Post development support Periodic reviews

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2.0 GOALS OF THE GIPC WEBSITE

Online support throughout the

investment process

•Detailed and comprehensive information on the investment decision making process

Online Facilitation

•Investment Project and Technology Transfer Registration•Import Duty Exemption Processing via GCNet Portal•Conference registration

Online Positioning among competing FDI destinations

•WebPages Keywords and meta tags•Submission on Major Search Engines (Google, MSN, Yahoo)•Google Ad Words subscription•Listing on all major Investment Promotion Directories

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

Guide to Investing in Ghana• About GIPC• Our Services

Country Overview

• Why Ghana

Investment Opportunities in Ghana• Sector profiles• Potential Partners• Land Bank

Useful Information

Contact Us• Contact Details• Enquiries

Menu selection follows logical sequence for conducting online research on investment location

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

About GIPC

Objectives and FunctionsAnnual Performance Reports

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

Our Services

Investment FacilitationMonitoring and EvaluationInvestment ProceduresCost Of Doing Business in GhanaInvestment EnvironmentInfrastructure

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

Why Ghana

Unique blend of advantages to potential investorsProfile Of GhanaStart Up ProcedureInfrastructureInvestment Incentives, Benefits and Guarantees

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

Investment Opportunities

Cotton & TextilesAgro ProcessingCash CropsEthnic Beauty ProductsFloricultureFinancial ServicesFine and Custom JewelleryTransport ServicesSeafood ProcessingProperty DevelopmentTourismCeramicsFurniture and Wood ProcessingICT/ElectronicsApparelHand Tools

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

Filtered by 19 priority SectorsType of CooperationKeyword search capability

Filtered by regional LocationLand suitabilityTerms of offer (JV, sale, lease, rental)

Potential Partners Land Bank

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2.1 ONLINE SUPPORT THROUGH THE INVESTMENT PROCESS

Useful Information

Investment Questions and AnswersDocument LibraryUseful LinksNews & Events

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2.2 ISSUES ON HAND

Lack of multilingual capability

• Language coverage must aim at target FDI countries

Expeditious response to Online enquiries lacking

• Interfacing Online Enquiry System with in-house Tracking System remains a challenge• Expansion of FAQ and introduction of Interactive online help will reduce volume of

enquiries to be managed

Web-Friendly Structure

• Introduction of resource maps and pictorial/Graphical representation of textual information

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2.3 ONLINE FACILITATION

Online Application processing

Investment Project RegistrationTechnology Transfer RegistrationConference Registration

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2.3 ONLINE FACILITATION

Online Tax Exemption Processing Link

GCNet Import Tax Exemption Processing Link

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2.4 ISSUES ON HAND

Online Payment System

• Credit card system and merchant accounts still under developed

Lack of Intelligent Interface with External Agencies

• Integrated Interface with other implementing agencies remains a challenge

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2.5 CASE STUDY-A SUCCESSFUL WEBSITE ENQUIRY LEAD

Website Enquiry Lead

02/01/2010 - First Correspondence via Website enquiry Potential Investor expressed interest in investing in the Property Development sectorHe sought clarification on issuance of work permit for expatriate staff The relevant additional information was provided by the GIPC sector officer 01/04/2010 – He proposes US$500,000 investment in Const. & Civil Engineering works in Ghana in email correspondence with sector officeradditional clarification on incentives for real estates sector was subsequently provided

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2.5 CASE STUDY - A SUCCESSFUL WEBSITE ENQUIRY LEAD

Registered Investment project

14/05/2010 - Incorporated a Limited Liability Co. with the Registrar of companies21/05- 04/06/2010 – Opened a Bank Account and Transferred foreign equity amount of US$50,200 13/07/2010 - Reg. a Wholly Foreign Owned Investment Project with GIPC01/05/2010 – Land/Site Acquired30/08/2010 - Was assisted by GIPC relationship officer to obtain resident permit for its expatriate staffInitial employment 25 (23-G,2-NG) Proposes to construct/service 5,000 properties per annum

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3.0 CONCLUSION

Taking a cue from Louis T. Wells - Preface to FIAS GIPB 2009 IPI Performance Result

“Promotion efforts will, however, fail to attract desired investment if IPIs are not skilled at the most basic function: collecting and providing to potential investors relevant and timely information. “

It is necessary to: Enhance Promotional Effectiveness of IPIs Website

Provide relevant and timely information to assist with the investment decision making process

Turning general awareness and perceptions into enquiries and investment project leads from potential investors

Harness Online resources to facilitate timely and cost effective service delivery to Investors

Integrate IPIs website with Investor Tracking Systems to assure expeditious follow-up to enquiries