#1UNITED NATIONS * ESCAP Economic and Social Commission for Asia and the Pacific Investment targeting and lead generation Workshop on Promotion and Facilitation of Foreign Direct Investment for Sustainable Development in the Islamic Republic of Iran, Tehran, 9-11 October 2018#2OUTLINE OF PRESENTATION Investor targeting and lead generation Targeting specific companies ■ An example of an investor targeting tracking system/database (CRM) UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#3WHERE INVESTORS (CLIENTS) MEET GOVERNMENTS (IPAs): INVESTMENT PROMOTION Strategic Assessment Location Screening, modeling & benchmarking Cost comparison Site Evaluations Implementation Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 • Information & Sales Packs • Investment plans • Policies and incentives • Procedures and · requirements Progress and achievements O • Create awareness Lead Generation and Targeting • Advertizing and PR • Information & Marketing • Missions & Events • Company targeting Company visits •Follow-up •Information provision • Assistance with contacts • One-stop-shop services • Assessment of manpower,, Infrastructure service needs • Follow-up Investor Servicing Aftercare and Policy Advocacy • Continued "account executive attention" • "Ombudsman" role and trouble-shooting function •Follow-up on manpower, infrastructure, service needs Image Building UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#4Investor targeting and lead generation UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#5DIFFERENCE BETWEEN LEAD GENERATION AND TARGETING Lead generation is the process of acquiring qualified investment leads, through: - - - Preparation of sector-specific information for investment areas to be promoted Investor targeting through research and checking activities in foreign countries Company visits, with a carefully prepared promotion package containing information on the opportunity, on the needs of the target company, and on the country in general Careful follow-up and investment target nurturing Targeting is the process of actively pursuing investment leads and ideally promote these to actual investment projects UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#6INVESTOR TARGETING DEFINED Investor targeting is a process comprising a number of related and either sequential/consecutive or simultaneous steps, tasks and decisions repeated as necessary Targeting is a means to gain the attention and interest of specific international investors through developing and confidentially promoting specific investment projects which may be of commercial interest to those investors There are five main principles which define targeting and distinguish it from more general «< investment promotion >> ■ Overarching mission of an Investment Targeting Strategy (ITS): To direct the IPA to industries/firms/people with the highest probability of location/relocation to that region or country. UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#7INVESTOR TARGETING AND DEVELOPMENT OBJECTIVES Governments follow national strategies to attract FDI in specific sectors to help achieve economic development objectives, cluster development and strengthen country and location images Investment promoters take a proactive approach as a starting point and proceed to target foreign investors at the company and industry level Investor targeting is a means to achieve strategic and sustainable development objectives as it is part of a coherent investment policy that is aligned with sustainable development goals UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#8INVOLVING LEAD GENERATORS IN YOUR PROXIMITY ■ For effective targeting and investment promotion, an IPA needs to build extensive networks with a set of key partners in the business-related sector, including: - - - - Ministries of trade and industry, and related government agencies at national and local levels Other ministries and government agencies, such as tourism, handicrafts, etc. Business associations, chambers of commerce Satisfied investors ("Ambassadors") - Honorary investment ambassadors UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#9CONSIDER CAREFULLY WHICH TARGETING METHODS TO USE - ADVERTISING AND MEDIA Advertising/public relations - To be effective, an advertising campaign needs a coordinated theme and needs to be implemented over a period of time with regular placements appearing more than once. Readers do not register advertising that appears only once, so one-shot ads don't work. Given a combination of the targeting and cost elements of an advertising campaign, IPAs report greater effectiveness for advertising in industry trade journals ■ Media relations/press tours - Through targeting specific journalists and media, IPAs can generate much greater and more positive coverage for specific investment themes and investment opportunities. This type of activity, either in the host country or in the home country (preferred if possible) can be more effective than advertising campaigns UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#10FIVE PRINCIPLES WHICH DEFINE INVESTOR TARGETING 1. Target industries and sectors first and then move to active identification of specific investment projects 2. Carefully planned and managed investor search programmes 3. Investigation and analysis of specific corporate priorities 4. Confidential promotion to specific corporate executives 5. Single agency leadership UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#11INVESTOR TARGETING AS A SOURCE OF COMPETITIVE ADVANTAGE ■ A high quality investor targeting initiative will give your location a competitive advantage over locations with poor targeting skills. Going where there are fewer competitors = better chance of success. ■ Professional targeting gives IPAs higher chance of success in attracting and retaining new FDI projects; and of gaining FDI better suited to the needs of your country. Source: UNCTAD Third Generation Investment Promotion UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#12TEN GOLDEN RULES FOR EFFECTIVE INVESTOR TARGETING ■ Rule One: Do Your Research CAREFULLY Rule Two: Use the Investor's Eyes and Ears Rule Three: Concentrate on Listening ■ Rule Four: First Impressions Count ■ Rule Five: Be Reliable and Truthful UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#13TEN GOLDEN RULES, CONT. Rule Six: Understand Investor Needs Rule Seven: Only Promise What You Can Deliver ■ Rule Eight: Always Exceed Client Expectations Rule Nine: Maintain Client Confidentiality ■ Rule Ten: Focus on the REAL Project UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#14INDUSTRY TARGETING METHODOLOGY 1 Preparation of initial list Prescreening using evaluative criteria Analysis of industry- specific trends Locational fit analysis Targets Industry structure ■ Growth trends ■ Inward investment ■ Industrial linkages ■ Import activity UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#15INDUSTRY TARGETING METHODOLOGY 1, CONT. Preparation of initial list Prescreening using evaluative criteria Analysis of industry- specific trends Locational fit analysis Targets ■ Skill intensity ratios ■ Technical sophistication ■ Transportation access requirements ■ Production scale requirements UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#16INDUSTRY TARGETING METHODOLOGY 1, CONT. Preparation of initial list Prescreening using evaluative criteria Analysis of industry- specific trends Locational fit analysis Targets UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific Production/technology trends ■ End user markets trends ■ Customers & suppliers ■ Barriers to entry ■ Other competitive forces United Nations Economic and Social Commission for Asia and the Pacific#17INDUSTRY TARGETING METHODOLOGY 1, CONT. Preparation of initial list Prescreening using evaluative criteria Analysis of industry- specific trends Locational fit analysis Targets UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific ■ Location of key markets & suppliers ■ Labour & skills requirements ■ Facility requirements ■ Transport requirements United Nations Economic and Social Commission for Asia and the Pacific#18LOCATION REQUIREMENTS FOR EACH BUSINESS ACTIVITY Relation between location criteria and business activities: Business Labour Real estate Utilities Tax Accessibility sector cost cost Quality of life Skilled labour ICT and utility infrastructure Manufacturing ++++ ++ +++ 0 ++ 0 ++ ++ Mining 0 + 0 ++ + +++ +++ +++ Sales and ++ ++ + ++ ++ 0 + ++ Marketing Distribution + + + + ++++ 0 ++ ++ 0 = very limited, += limited, ++ = average, +++ = significant, ++++ = very significant Source: ICA 1. 2. 3. Important note: different business activities require different location criteria. Labour costs are more important for manufacturing projects (labour-intensive) compared to mining activities (capital-intensive) In general, investment decisions relating to manufacturing and distribution activities (low margins) are more cost focused, while sales and marketing activities are more quality driven Assess how your country would score on each of the location fundamentals to analyze if there is a match between the business activity requirements and your business climate UNITED NATIONS CDESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#19MATCHING LOCATION STRENGTHS WITH BUSINESS ACTIVITIES Business activity Labour Real estate Utilities Tax Accessibility Quality Skilled cost cost of life labour ICT and utility infrastructure 2 3 3 2 4 1 4 2 Your Country/locality Country/locality B 1 1 4 3 1 3 3 3 Country/locality C 4 2 2 4 3 2 1 1 Country/locality D 3 4 1 1 2 4 2 4 Rank: 1 (lowest score) to 4 (highest score) ■ Identify your country's strengths via a SWOT analysis or benchmark analysis ■ Assess whether there is a fit between the business activity and the business environment of your country - Example: Accessibility is your countries' strength, which is matching with distribution activities UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#20COMPARATIVE FIT ANALYSIS Industry Requirements: Semi-skilled/skilled labour (200-300) Technical/managerial labour 2,000-3,000 sq. meters high-end building 500 cubic meters water/month 350 kWh electricity International air transportation Country's attributes ◉ Average Weak Limited, can't lease Supply uncertain Weak WEAK L Available; limited destinations; no charters UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#21COMPETITIVE TRENDS ANALYSIS Examples of possible trends in an industry/sector: ■ End User Trends - Recession affecting major markets Zero growth in shipments Industry Trends - Retrenchment of Japanese firms. Expansion into China and India (clusters) Outward investment by China and Rep. of Korea UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#22TARGETING SPECIFIC COMPANIES UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#23INVESTOR COMPANY SELECTION Company market and product - Growth statistics - Market share, presence, export share Technology, production process Company profile - - - Overseas operations, Asian and/or subregional (e.g. ASEAN/SAARC) presence Corporate alliances Size and resources, financial performance ■ Decision-makers and process Pre-screening and initial contact UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#24USEFUL COMPANY DATABASES (1) Dun & Bradstreet Business Report http://www.dnb.com contains information on the operations, ownership, and business background of US companies Strategis Web Site http://www.ic.gc.ca/eic/site/icgc.nsf/eng/home sponsored by Industry Canada, presents data in both French and English, and has a wealth of sectoral and other information. Europages http://www.europages.com provides data on European market trends, sectoral indicators, and company information (500,000) for 30 countries ■ Speeda https://asia.ub-speeda.com/en provides data and analysis of Asian industries and companies ■ Unique http://uniquedatabase.in/Indian-Databases provides data on Indian companies ▪ China Company Database http://chinacompanydatabase.com/ UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#25USEFUL COMPANY DATABASES (II) EDGAR (electronic data gathering analysis and retrieval) system http://www.sec.gov/edgarhp.htm was established by the US Securities and Exchange Commission (SEC) EMIS https://www.emis.com. A Euromoney institutional investor company that lists over 1.4 million companies from trusted sources in over 250 industries in over 120 emerging markets Hoovers http://www.hoovers.com offers company profiles and information on company officers for free. Paying members can find additional news and background information ■ Companies Online http://companies.lycos.com is a searchable directory featuring detailed free information on 900,000 public and private US companies, all with sites on the Web UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#26BUSINESS DIRECTORIES: ONLINE, FREE AND AT A COST www.kompass.com/selectcountry/ B. B Inbox G Google OMI thai FIAS OMI funds Buttonwood YouTube hotmail 2 rome2rio fGoogle Scholar UMOJA IHT KOMPASS all What, who? Activity, company... GLOBAL B2B PORTAL worldwide [w] Wiktionary E Statistics English Business solutions Blog Algeria Argentina Armenia Austria Azerbaijan Bangladesh Belarus Belgium Brazil Bulgaria Canada China Colombia Croatia Czech Republic Egypt Finland France Georgia Germany Greece Hong Kong Hungary India Iran Kompass is represented in more than 60 countries. Please select a country: Lebanon Luxembourg Mexico Moldova Monaco Morocco Netherlands New Zealand Norway Peru Singapore Slovakia Slovenia South Africa South Korea Spain Sri Lanka Sweden Switzerland Taiwan Thailand Tunisia Ireland Italy Japan Kazakhstan Kyrgyzstan Poland Portugal Romania Russian Federation San Marino Turkey Ukraine United Arab Emirates We use cookies to provide the best experience to our users and to improve their navigation. By using our website, you agree to our cookie policy. United States Viet Nam Find out more Do not display みん = Other bookmarks UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#27INVESTOR COMPANY TARGETING TOOLS There are different targeting tools to effectively approach potential individual investors Your IPA can start with the following two components: CRM Database: For all lead generation measures you need a database containing companies to target. Linking up with other lead generators (e.g. chambers of commerce, ministries, etc) is a proven strategy to develop a CRM Database Personal Relationships: Investment Promotion Managers should develop and maintain personal relationships with decision makers of transnational corporations UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#28PERSONAL RELATIONSHIPS MATTER! Ideally, Investment Promotion Managers enjoy a wide network of corporate and governmental decision makers In most cases corporate investment decisions are kept confidential and personal relationships may help to reveal possible investment plans Use your personal relationship to extent your network. Make sure you maintain your network regularly - This requires a systematic approach: Provide regular updates to stay in contact; Manage and use insight information as a result of personal relation; Listen carefully, act accordingly and keep promises; • Whatever is learnt, keep confidentiality. UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#29AN EXAMPLE OF AN INVESTOR TARGETING DATABASE (CRM) UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#30Main Summary Company Contact Phone Address Project REGISTRATION AND STEP BY STEP TRACKING OF PROJECTS Proiect Name: NORTHERN REGION HOTEL Classification Impact Contact Requirements Note RARRIMORE, THOMAS ITS V 2.0.2 Investor Tracking System 2.0 Copwight (C) 1992 1995 MIGAM Investment Guaran 1819 Sooot. NW. Washington DC 20433 Fax 2012 22 2650 worldwide che reserved 16 bit Type: DIRECT Project Region: Northern Region Type of Project: NEW Sector: TOURISM Size: MEDIUM ($5-$100 MILLION) Market: WORLD Staff: Marichal, Juan Classification Impact Requirements Note Palm Tree Resorts has option to lease 150 acre beachfront site on the northern coast. They wish to develop and operate a 5-star hotel on the site. The site is not currently zoned for tourism. Palm Tree has applied for change of use permit and hotel permit. Company plans to develop project and enter into management contract with international hotel chain. Contract? Assessment Stage: Lead Status: Hot Milestone: Applied For Permits K◄ 7 K UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#31TRACKING COMPANY VISITS This is the visit tab. Here you register the fact that a representative from a potential investor company visited the location. Visits are key indicators of the interest in a location and should be registered always. Visits Note Type: FIRST VISIT Posted: 8/10/94 Status Call Due: Closed: 8/1/94 18/10/94 Staff: Marichal, Juan Corresp Visit Service Permit Visits Note Thomas Rarrimore visited country 3/18-20 1994 to inspect project site and finalize contract for transfer of title. Check To Do C UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific K◄ 1#32CORRESPONDENCE You use correspondence to send one or more documents to a contact in a company. If you need to send one document to many contacts click on the mailings button Create Document Using Template Correspondence Note Sent Via: Fax Literature: FORM LETTER A1 Replied Reply? Posted 10/26/95 Mailings Due Closed 10/31/95 10/26/95 Staff Marichal, Juan K Status Call Corresp Visit Service Permit Check To Do Select the Document to Send File name: FRMLTR.DOC FAX.DOC FRMLTR.DOC LETTER.DOC LNDC.doc mailmrg.doc MEMO.DOC NSW.DOC Folders: OK f:\its 20\template Cancel B ITS20 Network... TEMPLATE Read only VISIT.DOC List files of type: Drives: F: UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#33Main Summary Company | Contact Phone Address Project CONTACTS This is the contact tab. A company can have one or more contacts. Use this tab to register each contact separately. Contact Note Prefix MR. First Name THOMAS Last Name RARRIMORE Suffix Position MANAGING DIRECTOR Type PRESIDENT Main? Staff Marichal, Juan PRESIDENT DIRECTOR SENIOR ADVISOR CHIEF EXECUTIVE OFFICER CONSULTANT REAL-ESTATE MANAGER ASSISTANT DIRECTOR - INVEST V. P. MANUFACTURING K◄ 1 UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#34PERMITS This is the permit tab. A location may require that one or more permits be obtained before a company can start work on some activity. You register an track permits here. Permits Note Permit: CHANGE OF LAND USE Agency: INDUSTRY MINISTRY Status: Requested Posted: 5/18/95 Incentives Due: 2/1/96 Closed: Staff: Marichal, Juan Status Call Corresp Visit Service Permit Check To Do FOREIGN INVESTMENT CONSTRUCTION PERMIT INDUSTRY BOARD RESOLUTION EXPATRIATE WORK PERMIT |CIVIL AVIATION PERMIT CHANGE OF LAND USE FOREIGN INVESTMENT AUTHORITY INDUSTRY MINISTRY PUBLIC WORKS MINISTRY CENTRAL BANK CIVIL AVIATION AUTHORITY MINISTRY OF COMMERCE Denied Requested In Process Approved Completed K◄ 1 UNITED NATIONS CD ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#35INVESTOR SERVICES This is the service tab. An IPA may want to register services provided to a potential investor. Services such as personnel search, sector profile and others can be free or can be provided on a fee basis. Service Note Type: CUSTOMS ASSISTANCE Priority: M Billable? Amount: Posted: 10/22/95 Due: 8/15/95 Closed: Staff: Marichal, Juan 2 Status Call Corresp Visit Service Permit Check To Do PERSONNEL SEARCH LOCATION SEARCH CUSTOMS ASSISTANCE SECTOR PROFILE MARKETING ASSISTANCE UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#36INVESTOR TRACKING SYSTEM LOGIC: Milestone Update Note: MILESTONES This screen allows you to report manually the key milestones that the ITS can not register automatically based on other input provided to the system. 7/20/93 Selected Other Country 9/2/93 Information Package Sent 9/12/93 First ITS Input 9/12/93 Project Defined 9/12/93 Applied For Permits Milestone: Final Investment Decision Made Date: 7/20/93 Selected Other Country Plant/Project Closed Decided Not To Invest Evaluating Sites Site Selected Final Investment Decision Made Started Operations Marichal, Juan Add Save Close X System registers and tracks major milestones in the investment project life cycle ? Stage is updated as key milestones are reached ? Automatic update of system-defined milestones UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#37INVESTOR TRACKING SYSTEM LOGIC: LEADS ASSESSMENT Registration of source for all leads ■ Automatic lead qualification feature System triggers: Hot, Active or Cold classification based on where investor prospects are within the investment cycle ■ Automatic "time-out" feature for inactive leads UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#38Address Project Main Summary Company Contact Phone K1 LEAD SOURCE REGISTRATION Company Name Palm Tree Resorts Parent INTERNATIONAL RESORT HOLDINGS Type Source Marketing Date Staff Note Lead source classification helps the IPA make more efficient use of the promotion resources. Source ADVERTISEMENT Event BUSINESS WEEK Date 7/20/96 ་ ་ CALL/LETTER TO IPA OVERSEAS HIGH COMMISSION WALK-IN ADVERTISEMENT PRESS ARTICLE THIRD PARTY REFERRAL OVERSEAS OFFICE LOCAL PARTNER BUSINESS WEEK TIME FINANCIAL TIMES ELECTRONIC NEWS CORPORATE LOCATION BOBBIN SHOW WALK IN LONDON CONFERENCE UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#39SYSTEMATIC LEAD QUALIFICATION AND ASSESSMENT Assessment Update This form allows you to register your estimate that a positive decision will be made within a number of months. Normal probability ranges are from zero to one and months from one to about eighteen. 15-Jun-94 40.00% in 8 month Active 15-Jun-94 31.00% in 9 month Active 15-Jun-94 00.00% in 18 month Cold 25-Oct-95 50.00% in 6 month Active The Framework for Assessment ? Timeframe Assessment * Probability 0 Months 18 Status Cold ? Probability Date: 6/15/94 Note: Staff: Marichal, Juan ? Milestone reached Hot Add Save Close Active Cold Inactive UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#40SUMMARY OF PROSPECT DATA This tab shows general company data. To see more details on any item click the corresponding tab. Palm Tree Resorts 1234 NATHANIEL STREET PROVO, UTAH 659945 USA Region: NORTH AMERICA Office: 1-253-465-7780 Fax: 1-253-465-7780 Contacts: MR. THOMAS RARRIMORE MANAGING DIRECTOR Projects: Project: NORTHERN REGION HOTEL Sector: TOURISM Size: MEDIUM ($5-$100 MILLION) Market: WORLD Stage: Lead Status: Hot Telephones and addresses ? Contacts for the company All projects ? Project stage and status for each project UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#41SUMMARY OF ASSIGNMENTS AND ACTIVITIES Status Call Corresp Staff: Marichal, Juan Assigned Today Future Overdue | Completed 5 Calls 6 Correspondence 1 Mailings 9 Visits O Services 1 Permits O Incentives O To Do Visit Service Permit Check To Do UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#42BEST PRACTICE PRINCIPLES Focus Identify managers Small number of firms Qualifying criteria Develop unique angle Sustained approach New and existing firms Monitoring UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific A focus on a small number of business sectors or functions The use of up-to-date databases, complemented by market research to pinpoint the relevant managers for contact The concentration on companies in a relatively small number of sectoral and geographical targets The application of stringent qualifying criteria to identify target companies The development of a carefully-defined specific message to approach individual companies Sustained approaches to targeted companies involving a combination of business and social activities An approach to targeting both new potential investors AND existing investors (after-care) Effective monitoring to assess feedback and develop knowledge management techniques United Nations Economic and Social Commission for Asia and the Pacific#43KEY LESSONS - TARGETING Sector based Sustained approaches Not just investors Resource-intensive Is not stand-alone Is a learning approach UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific Targeting must be based on an intelligent sector- based investment promotion strategy Targeting is not a one-off initiative. It is about sustained approaches and relationship building Brokers play a key role in investment decisions, and investment ambassadors should be used Targeting is time consuming and labour intensive To increase organizational effectiveness, user tools and marketing also need to be in place Target sectors need to be re-evaluated periodically. Improvements in the local 'offer' or 'product' and IPA service should also be continuous United Nations Economic and Social Commission for Asia and the Pacific#44CRM DATABASE - TARGET GROUPS Information and Communication Technology Information Technology Description Companies in Information and Communication Technology (ICT) No. of Companies 10,000 Companies with information Technology (IT) as the main activity and/or mixed activities 5,000 Software Companies with Software or Software applications as their core business 2,000 ERP Suppliers of Enterprise-Resource-Planning (ERP) Software or software applications 500 The companies in your Customer Relationship Management (CRM) database should be assigned to specific target groups. These are usually sectors, sub-sectors or even broken down into specific products/services UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#45CONCLUSIONS There are different Lead Generation techniques that vary in intensity and costs ■ As an IPA you need to use the appropriate promotion techniques given your priority sectors and the likelihood of attracting a new investment project ■ Involve also other lead generators or "Ambassadors" Targeting is only effective in combination with the right marketing tools Targeting results increase when the targeting is more focused on priority sectors and niche markets ■ Targeting is not a one time exercise and requires perseverance, patience, creativity and relationship building - Do not expect results over night but incorporate 12 – 48 months time span before targeting becomes effective UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#46DISCUSSION ISSUES Does your IPA engage in active sector/industry and company/investor targeting and profiling and lead generation? What database does your IPA use? Is this database of sufficient quality? How could it be improved? Are costs a constraint to do more investor targeting? What sectors and companies does your IPA promote/target for FDI? Are these target in line with your countries: (a) needs: (b) competitive advantages? ■ What are your experiences with giving company presentations and following leads? Have they been successful? If there were failures what were the reasons for this? UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#47CONTACT DETAILS UNESCAP UNITED NATIONS BUILDING RAJDAMNERN NOK BANGKOK 10200, THAILAND TEL: +662-2881234 UNITED NATIONS SESCAP Economic and Social Commission for Asia and the Pacific Handbook on Policies, Promotion and Facilitation of Foreign Direct Investment for Sustainable Development In Asia and the Pacific FAX: +662-2881000 http://www.unescap.org HANDBOOK ON POLICIES, PROMOTION AND FACILITATION OF FDI FOR SUSTAINABLE DEVELOPMENT: http://www.unescap.org/resources/handbook-policies- promotion-and-facilitation-foreign-direct-investment-sustainable-0 UNITED NATIONS * ESCAP UNITED NATIONS ESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific#48Presentation available at: https://www.unescap.org/events/training-workshop-promotion-and- facilitation-foreign-direct-investment-islamic-republic-iran Your questions please? UNITED NATIONS DESCAP Economic and Social Commission for Asia and the Pacific United Nations Economic and Social Commission for Asia and the Pacific