Marketing plan 2014/2015/2016

In Centar @ Glance

Who we are: a unique social business platform in Serbia, that spreads corporate social responsibility values by creating a generation of 21st century social entrepreneurs

Mission: sustainable entrepreneurship without borders in ideas, space and knowledge

Brand promise: individuals & organizations with smart & inclusive entrepreneurship ideas, capable to respond to economic and social challenges

Brand positioning: creating x-sector partnerships via shared working space &financial support in brand umbrella form; main IN Centar brand + co-brands

(sub-brands) for each of the programs to enhance expertise in 5 core service

pillars

2

Educational Programs

Co-working

Office

4 Rent

Business Incubator

Virtual Office

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In Centar @ Glance (2)

Competitive advantage:

Clear business views towards social entrepreneurship, synergy between sustainability and profitability

In Centar income from sales of commercial services re-invested in personal/professional development of individuals/organizations, growth of their entrepreneurship potential and social businesses

Accessible, affordable and inspirational space in the heart of old Belgrade

Focal point for civil, business and public sector for spreading of corporate social responsibility values and building of healthy inclusive society

USP: individuals, NGOs and other clients get “one stop shop” service model that helps them to develop and implement their sustainable (social) business

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Current Situation Analysis - Macro Perspective

Draft Law on social entrepreneurship and employment in social enterprises pending by the regulators (Ministry of Labor, Employment and Social Policy)

Civil society organizations criticism placed on the misbalance in the overall approach; instead of fostering entrepreneurship amongst vulnerable groups, the social component prevails

The state and its agencies can define who are social entrepreneurs, via selective, narrow, self-defined criteria

Social entrepreneurs should transfer part of their profits to a special state fund, which can be even treated as a para-fiscal charge! Besides, state officials should conduct trainings for employment/development of social entrepreneurs, as well as to decide about state subventions in that area. Instead of entrepreneurship, state protectionism prevailed.

Line Ministry should be Ministry of Economy, in order not to burn-out the core idea, expressed in social entrepreneurship 5

Current Situation Analysis – Market Place

Very high unemployment rate of 24,1% (June/2013),

even worst in youth population which exceeds 50%

Labour market demand for ICT and intellectual services (e.g. consulting, lawyers, designers, financial consultants, business planers, Bloggers, independent associations, NGOs)

Serbia is 4th ranked amongst the oldest world populations (16% of citizens are >65y)

Large scale of various vulnerable groups, with limited access to the labour market

(e.g. refugees/internally displaced persons (60k), persons with disabilities (800k), youth 15-24y,

women, older citizens 50-64y)

No main competition (direct/indirect) to the brand/project,

competitors in 5 main pillars mapped

* Source: FREN (2010), research paper “Position of vulnerable groups in the labour market’

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SWOT Analysis for In Centar

One stop shop for entrepreneurs

Sustainable social enterpreneurhip model based on coathing, education and continuos

support

Accesable, affordable and inspirational business space 4 ALL

Recruitment of people who share the values of social enterprise

Focal point of CSR oriented companies

Civil/Business/Public sector multi-engagement in fostering social

entrepreneurship ideas and inclusive society

Curbing of unemployment in vulnerable groups

Collaboration with business sector to overcome fees due to unemployment

of persons with disabilities

Building up a wide network of referral partners, and

advertise/advocate through this network

Low penetration of successful social entrepreneurship ideas in Serbia

Strong advocacy needed to explain core mission & vision

Making the transition to employment can be difficult for people who face barriers to working

Competent Law might impose state protectionism in social entrepreneurship and “kill” the business inside

General apathy amongst unemployed population & vulnerable groups, causes lack of energy/scepticism to make a new start or further to educate

People who are excluded from the labour market may be less productive than others

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Porter’s 5 Forces Analysis for Serbian Social Entrepreneurs & IN Centar

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1. Threat of potential entrants – low to medium

- Business oriented NGO’s are rare- Unique combination of one stop shop services for entrepreneurs, social inclusion and business CSR-Foreign grants keen to support sustainability and employment, which might bring other entrants in the mid term

2. Treat of substitutes – low to medium- State may impose regulations with the Law on

social entrepreneurship, thus reducing real income and monopolising both educational service and financial support in the area of social entrepreneurship

3. Supplier power (service & materials providers) – medium- Need to be highly accountable on expenditures; always looking for optimization/operational efficiency -Suppliers might be turned into sponsors or partners (advertising, promotion, volunteerism)-Collaboration with NGOs may achieve optimization of resources-Volunteers can become the biggest advocates/partners, achieving reduced supply power

4. Buyer power – high- High unemployment both amongst broad population and vulnerable groups- CSR oriented companies are looking for long-lasting partnership with social entrepreneurs

5. Competitive rivalry – medium- Direct competitors- Indirect competitors

IN Centar Developing & Growing Model

DreamingBuilding awareness of IN Centar as focal point for entrepreneurship 4 ALL, through web site and social media

- Motivation

- Self Assessment

- Idea Generation

- Idea Formation

ExploringPilot phase, researching market for potential customers, testing feasibility of services in reality

- Feasibility

- Business planning

- Pilot

GrowingExpansion to new markets, enhancement of current services, additional equipment & capacity

- Plan Growth/Scale

- Implement Growth/Scale

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Starting upBuild enterprise and management capacity, moving towards stability and success in initial market- Launch- Survival- Profitability

Y 2000

Y 2013

Y 2014

Y 2015

Getting to Know IN Centar Market

Segmentation: potential customers for In Centar are ALL types ofentrepreneurs and/or people with entrepreneurial spirit.

Targeting: social entrepreneurs, freelancers, vulnerable groups andCSR oriented companies, as customers In Centar wants to focus onexclusively, based on capabilities and social objectives

Positioning: service to be perceived as inclusive entrepreneurship andcreation of a new generation of social managers

Core strategy:

1st year – advertising of 5 pillars,

2nd year – advertising of most profitable pillars + In Centar as umbrella brand

3rd year – advertising of In Centar brand only10

In Centar Customers/Prospects

Customer profiling:

Equally Men & Women

Mid-to lower income (Group A: 200-450€, Group B: 450-800€)

Educated generation with high technical proficiency*, open 4 new opportunities/collaboration, keen to risk in order to get (Group A: 25-35, Group B: 35-45y)

Both Social & Socially responsible person*

Most profitable customer groups require aggressive Mkt approach:

Professional Associations (Ass. of Business Consultants, Union of Employeers, etc)

Consulting agencies, including experts/freelancers

Civil society/NGOs (special focus on NGOs of persons with disabilities)

Micro companies offering high-tech services

Foreign Rep. offices

CSR oriented companies

Recognisable characteristics a typical profitable customer: high education, independency, movability, ability to keep OPEX low, sellers of intellectual services, trilled with service capability rather than brand

High upselling potential with achieving service excellency

* Sales drivers, with higher profitability potential

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Stakeholders’ Mapping

Primary

• CSR oriented companies

• Ordinary entrepreneurs

• Social entrepreneurs

• Civil society org’s

• Vulnerable groups

• Professional associations

• Edu-institutions

• Consulting agencies, foreign business consultants

• Freelancers

• Lawyers

• Students

Secondary

• Local governments, institutions (municipalities, City of Belgrade, Belgrade City Centre for Social Entrepreneurship)

• Media

• Agencies (e.g. PR/Events, Serbian & Belgrade Tourist Organisation)

Tertiary

• Public institutions (e.g. ministries, various agencies)

• International organisations (e.g. OSCE, UNDP, UN)

• Funds and donors (e.g. IFI’s, Embassies, think-tanks, foreign Foundations)

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In Centar Stakeholders’ Mapping vs Level of Influence

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Keep satisfied (prospects)

• Ordinary & social entrepreneurs• Foreign & domestic consulting

agencies/consultants• Freelancers• Lawyers • Professional associations• Edu-institutions

Engage Closely & Influence Actively

• CSR oriented companies• Civil society org’s• Local government institutions &

organisations

Monitor activities

• Public & state institutions • International organisations • Funds & donors

Keep informed

• Vulnerable groups• Students • Media • Agencies

Low Interest High

High

Power

Marketing Strategy – the Integrated Communications Plan

Product: In Centar has the most comprehensive portfolio focused on services for social entrepreneurs, acting as one stop shop

Price: measured in terms of IN Centar operational costs, trust/satisfaction for donors and inclusion rate for vulnerable groups. Low competition segments will become source of revenues; albeit below competitors pricing policy for high competition segments

Place: located in Belgrade downtown, with large/warm/functional space, which satisfies all accessibility standards, providing VIP office, Board, Educational and Conference rooms, with modern office facilities

Promotion: Each pillar will posses separate communications plans based on targeted customers. After market positioning, IN Centar will sell more via brand than sub-brands/service pillars

Process: well-developed website and support via social networks. Soft collection of customer managementdatabase to help relationship building & x-sell. Due to donor requirements, In Centar has adequate control and finance systems

People: Management team composed from young & creative professionals, dedicated to achieving high quality results in social businesses and development of social entrepreneurship. Ongoing open call for volunteers

Physical Evidence: existence of comprehensive/informative website, social networks profiles, helpline, POS material (distributing @events and partners’ premises)

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Marketing Strategy Efforts 4 In Centar

Capture the target

market attention

Persuade customers

that In Centar can meet their

needs

In Centarappealing in

terms of style

Speaking in a tone & voice that target

market prefers

Distribution through

channels most likely to reach target market

Indication how TG market can

access In Centar services

in most convenient way

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The integrated communications plan: Edu-program (1)

No direct competition mapped in Belgrade (Early bird)

Core edu-programs:

Enterpreneurship

Project management

Business (soft) skills

Extra edu-programs: outsocing trainings/seminars with reputable lecturers (e.g. social media, marketing, finance, presentation/communications skills)

USP: School for Social Entrepreneurs, from idea to own business generation

Source of client acquisition: National Employment Agency, High & Technical school graduates, companies with CSR orientation (e.g. responsible layoffs), OSCE Roma program, Belgrade City Centre for Social Work 16

Communication channels / Edu program

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Direct mailing tailored to the target group (KISS)

Advertorials & PR, endorsers: happy trained customers. Paid communication about services/events/ideas

through non-personal media

Internet campaign on job search sites (pay per click), partnership with head hunting agencies

Viral marketing

POS: extended brochure for the School, leaflet for the program

WoM driven by good customer service

Facebook ads, narrowed target group

Web page search optimization, google ad words

(key word: jobs, entepreneurs, trainings for unemployed citizens)

Documentary movie about School shared via YT & social networks

The integrated communications plan: Coworking (2)

Weak competition mapped in Belgrade; with 2 entrants in preparation. Indirectly, some organisations are offering service together with business incubators and office rent. “One man show” entrepreneurs are not aware of the service, which makes great potential for business generation

3 Core Packages, depending on the lease time:

“24”, daily lease

“24/7”, weekly lease

“24/30”, monthly lease

Target group: all kind of freelancers, designers, ICT & business consultants, translators, lawyers, small NVO’s, independent journalists, bloggers, social network administrators, social entrepreneurs

USP: accessible, affordable and fully equipped modern office accompanied with time-reduction services and transparent pricing policy (oposite to competition)

Source of client acquisition: APR base of micro entrepreneurs in the filed of creative, IT industry, architecture, design , translators, Yellow pages and other types of advertisements, dedicated Facebook profiles

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Communicational channels / Coworking

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Google ads campaign (extensive & long lasting)

Facebook & Twitter ads

Smartphone ads

Cold calling

Advertising on industry specific

web sites (e.g. @designed.rs, @Choomich)

Presentations in associations of

designers, journalists, @Blogomanija

Online & Personal sales: persuasive communication

(face-to-face or via telephone)

The integrated communications plan: Virtu Office (3)

Competition:

Sales via 3 packages:

Basic: company registration, postbox

Dynamic: basic services + bookkeeping, email management, phone management, office 4 rent

Superior: dynamic services + company registration, legal services, SMS info, currier service

Target group: all types of start-up businesses, training service firms, financial consultants, stock brokers, mortgage consultants, rating agencies, marketing/communications consultants, architects, lawyers, chartered accountants, management consultants, bloggers/social networks community administrators, writers, home workers, research analysts can work from their homes

USP: bonding of free professions with philanthropic/inclusive society goals

Source of client acquisition: APR, Yellow pages, community pages on social networks (Facebook) 20

Communicational channels / Virtu Office

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Google ads campaign

Online sales

Internet campaign on specific sites: e.g. Yellow pages, @Novosti-oglasi, @halo-

oglasi (target on defined freelancer professions), simple & eye-catchy banner

with call 4 action

Cold calling of contacts found on

internet & social media

Smart phone ads

WoM

The Integrated Communications Plan: Business Incubator (4)

Indirect competition exists, however questionable re-selfsustainability on the mid run

Within 1st years of operations, Incubator resembles a newly created company andshould pursue marketing concentrated on 3 areas:

Organization of the Incubator

Giving assistance and promotion to residents

Providing promotion & support for the network of companies

Marketing strategies of the companies/inhabitants and Incubator will overlap;resulting in joint promotional campaigns, e.g. Incubator open days as opportunity toaccumulate knowledge about P & S available in the Incubator, besides being anopportunity to build connections between consumers and suppliers

USP: 1st business incubator designed 4 ALL (fully accessible). Besides, reducinguncertainty connected with creating & running a business, constant service support, asense of independence and pride of being the owner

Source of client aquisition: National Employment Agency registrants, AISEC, Youthoffice, Association of Business Woman, Association of SME’s, etc.

Communicational channels / Business Incubator

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Documentary movie with share-ability potential

All kinds of social networks (Facebook, Twitter, LinkedIn, Youtube, Blog) in form of dialogue between In Centar,

customers and potentials

Special price reduction events by all incubator inhabitants

“Open Days” in the Incubator in order to present P&S offered by residents

Direct mailing to micro companies & enterpreneurs

Incubator Newsletter presenting P&S of residents with shared costs

The Integrated Communications Plan: Office 4 Rent (5)

Indirect competition exists, in form of numerous possibilities for office rent,but any of those has a CSR component integrated in the service

Service offer:

VIP office

Board room

Educational room

Conference room

USP: longer cooperation with companies & associations by promoting theirCSR orientation and over-come penatlies for non-employment of personswith disabilities

Source of client aquisition: business organisations with CSR orientation(AmCham, SAM, Naled)

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Communicational channels / Office 4 Rent

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Presentations to business associations

Direct mailing to CSR oriented companies (winners of Virtus, members of BLF and Global compact)

Smart SALES offer during high seasonality (e.g. budgeting time)

Professional photo album of space 4 rent on In Centar social networks + Instagram

Project Pillars vs Brand Enhancement

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Trenizi & Obuke Poslovni inkubator

Zajednički rad Virtu-kancelarija

Iznajmljivanje prostora

Author:

Nataša Krstić, PhD Candidate

Major in CSR, Sustainability, Communications, Marketing

20 years of professional experience in the financial sector services (Eurobank, Unicredit, Raiffeisen, Beogradska banka), Deloitte

Laureate of all major CSR awards in the country:VIRTUS (2008/2009/2010, including contribution on national level), “PRiznanje 2011” by Serbian PR Society, “CSR Company which marked the Decade” by Association of Business Journalists, “Biznis Planet”, “Golden Seal” by Association of Serbian Landscape Architects, CSR company of the Year 2010 by Serbian Chamber of Commerce and “Best of Serbia 2013” by Belgrade Chamber of Commerce.

Leading the NALED CSR certification process for Eurobank, as One & Only certified financial institution in Serbia

Serbian Global Compact networks BoD member (2 mandates, President of the Sustainability Working Group/Serbian Banking Association)

GRI reporting exterience 27

krstic.natasa@gmail.com

www.linkedin.com/pub/natasa-krstic/b/51/737

@krstic_natasa

krsticnatasa@facebook.com