Output of research for WENA from Kayla Baretta, GST.

1. Incoming GIP Market
Research Global
support team output

2. what was my market
research process?
Phase 1: Initial Research
- Researching & defining key issues in WENA
- Reviewing UN, OECD, EURES, EPC, Eurostat, Government of Canada, Government of USA, and
European Commission reports
- Got to know market trends in the region
Phase 2: Validating the Research
- Current TNs and supply and demand data on myaiesec.net
- Employment data from job search engines and Linkedin
- Discussions with umbrella associations
Phase 3: Finalizing the Research
- Identifying 2 Industries According to: Economical Focuses/Gaps, AIESEC Relevance, Market
Competitiveness.
- Highlighting the main Talent Needs within Each Market
- Defining the Sub-products to be pitched in this markets with Main Value propositions.
- Identifying Strategies of Companies in this Markets.

3. What purposeful GIP strategies am I
recommending?
• Energy diversification by providing international marketing
and sales interns to renewable energy SMEs.
• Building start-ups by providing marketing consultancy and
social media management internships to Business
Incubators and to start-ups

4. General Note on Focusing on SMEs in WENA
SMEs create more jobs than large enterprises. Between
2002 and 2010, 85% of total employment growth was
attributable to SMEs, and SMEs have a much higher
employment growth rate (1% annually) than large
enterprises (0.5% a year).

5. Market product strategy 1
Enabling Incubators/Start ups
1) Marketing Subproduct
• Why?
• Business incubators need to provide a variety of consultancy services to their clients as well as support
their current functions through sales
• Start-ups and small enterprises are looking to grow! They need to reach as many people with their
product as possible
• Internship Positions: Marketing Consultant, B2B Sales, Corporate Business
Development, Social Media Marketing, Product Consultancy, Market Research
2) IT Talent
• Why?
• There are clear talent gaps in WENA (with the exception of Spain, Portugal, and Greece) between the
number of IT graduates and available IT positions.
• Over 40% of the incubators in WENA are technology based.
• Internship Positions: Front End Developer, Web Designer, Programming

6. A Current TN in the Database
Startups.be
Communications Manager
BELGIUM, BELGIUM
About Startups.be
Startups.be is a recently founded non-profit organization aiming to:
Help tech entrepreneurs to be successful by providing qualitative access to the many suppliers, partners, coaches, investors and start-
up programs that our Belgian market has to offer but that they are in many cases unaware of.
Help the many actors in the field to cross-check and optimize their offering and by stimulating collaboration across organizations and
regional boundaries.
Develop a consolidated international outreach program(including conference attendance, dedicated IT/tech missions and attracting
foreign investors) for Belgian tech entrepreneurs in close collaboration with the regional government agencies and all of our members
Job Description
Department the intern will be working Marketing
Job Description1 Follow the news and trends on the tech startup scene, keep up to date with Startups.be member
organizations activities and cross-share content.
Job Description2 Curate and generate daily content to share on Social Media (Facebook, Twitter, LinkedIn, etc.),
Website and Newsletters.
Job Description3 Drive continuous improvement in Social Media performance and build up website traffic by
capturing and analyzing the appropriate data/metrics, insights and best practices.
Job Description4 Manage and update the aggregated calendar of events for tech startups in Belgium.
Job Description5 Define and execute promotional campaigns and design marketing materials for opportunities and
events organized or featured by Startups.be.
Job Description6 Support the logistical organization of Startups.be events (Tech Startup Day, Failing Forward).

7. What is the evidence for this
strategy?
• In many countries, incubation programs are funded by regional or national
governments as part of an overall economic development strategy with the
exception of the United States.
• The average business incubator will cause the creation of about 110 jobs
annually (these numbers are slightly higher in Germany and Spain).
• Innovation and entrepreneurship is considered the best weapon against the
crisis.
• Discussions with NBIS and EBN
• Why this strategy is cool:
• Business Incubators: the positions can provide the opportunity to work in the
operations end of the incubator as well as provide coaching and training to the
companies within the incubators
• Start-ups: This is a super cool learning environment where the EP will be able to try a
variety of different things and their input will matter to the success of the company.

8. What entities would you recommend
implementing this strategy?
• All WENA countries can implement this strategy
This strategy is highly recommended for:
• Germany
• Spain
• USA

9. What training should members receive to sell this
effectively?
• Understanding of the sub-products being sold
• Understand which industries start-ups are growing in your
country.
• Different Strategies for these start ups to grow.
• Clearly showcasing how the product can add value to the
incubation community
• Educating members of business incubator networks and how they
can get referrals and contacts within the community. Many
countries have national or nation-wide business incubation
boards.

10. In implementing this strategy, what should entities
be careful of?
• Have a clear understanding of the value proposition and return on
investment
• Financially unstable business incubators and start-ups
• Grant cycles and when it is best to approach start-ups that will be
looking to hire temporary work on governmental and agency
grants
• Building an AIESEC brand and reputation. These communities are
often very small so it is extremely important to be delivering high
quality experiences
• If selling an IT based internship, make sure there is adequate
supply and demand in the system for the skillset you are providing

11. Market product strategy 2
Energy Industry SMEs
1) Marketing Subproduct
• Why?
• Since many of the companies involved are SMEs, they are looking to grow and
expand their market which requires high sales activity and market understanding.
• Internship Positions:
• B2B and B2C Sales, Event Marketing, Market Analyst, Data Researcher, Export
and Import, Public Outreach and Marketing
2) There is also the possibility to sell IT and Engineering in this field if you are confident
in the supply

12. A Current TN in the Database
BASenergie
Market Researcher for the UK
AIESEC ROTTERDAM, THE NETHERLANDS
About BASenergie
BAS offers the ultimate solution for the transition from fossil fuels to fully sustainable energy sources (the energy transition), and works on a
better future for the entire world. A world no longer dependent on fossil fuels. The BAS objective is to realize an abundance of energy from
renewable sources. In order for all energy users to dispose freely of the energy they need.
Job Description
Department the intern will be working International
Job Description1 Mapping how the energy business and sustainable-energy business works and looks. Who are the
players and suppliers? What does the market look like, what's happening now and what are the
trends for the future?
Job Description2 You make multiple SWOT analyses, DESTEP analyses and competitive-forces model by Michael
Porter. You also look at the technical environment and how it can be integrated in our own software
system.
Job Description3 This commercial internship results in a recommendation how the company in this country can set
up successful operations. This requires insight of how the market looks.
Job Description4 You will be guided by one of the founders of the company. You will do both research from the
Netherlands and the United Kingdom.
Measurable results expected from the
intern
This commercial internship results in a recommendation how the company in this country can set
up successful operations. It also contains a plan for the first half year and a list of important players
in the market divided into suppliers and potential clients.

13. What is the evidence for this
strategy?
• The best performing SMEs between 2008 and 2012 were associated with the utilities sector.
• The EU 20-20-20 plan which clearly stresses the economical switch to renewable energies
being linked to job production
• There are over 5000 patents related to renewable energy being filled in the EU each year.
• There are over 5600 entry level or internship jobs in the energy sector in WENA on LinkedIn
right now.
Case Studies
• It is estimated that employment in renewable energy is increasing at steady rate of 12% in
Germany since 2008. It is estimated that this industry will account for over 400 000 new jobs
by 2020.
• In 2009 alone, Spain generated 188 000 jobs directly through the renewable energy industry.
• The Danish government predicts at least 50 000 new jobs in the next five years.
• Proposed legislation in the US House of Representatives suggests as many as 2 million new
jobs would be needed to create infrastructure for renewable energy
• Why this strategy is cool:
• EPs can have a direct impact on developing clean strategies to change energy production in WENA.

14. What entities would you recommend
implementing this strategy?
• All WENA entities can implement this strategy
This strategy is highly recommended for:
• Germany
• Spain
• Denmark
• Netherlands

15. What training should members receive to sell this
effectively?
• Clear understanding of the subproduct. Specifically on how to sell
sales and expansion strategies
• Avoiding gatekeepers
• Educating members on using channel organizations and getting
referrals. There are renewable energy networks and umbrella
organizations in most WENA countries.
• Understanding the current trends in the renewable energy
industry in your country

16. In implementing this strategy, what should entities
be careful of?
• Avoiding commission based sales positions
• Clearly communicating the value proposition and return on
investment
• Create packages for companies that involve the sale of rolling
internships to avoid issues involving internship length.