Business Channels · 2014-05-20 · Establishing HLB Africa commercial profile and BD strategy ....
Transcript of Business Channels · 2014-05-20 · Establishing HLB Africa commercial profile and BD strategy ....
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Business Development Communications Referrals Technology Initiatives Forthcoming Conferences
Agenda
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Business Channels
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Vision, Mission and Strategy 2014 Overview
Agenda
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Generate Business Leads for Member firms from both internal and external resources Vision
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Winning new clients from external resources
Generating new leads in collaboration with external influencers
Lifting International Service Profile through joint business development activities, knowledge/resource sharing with external organisations
Mission
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Targeting leading multipliers Leading government agencies, international banks, law firms with similar clientele
Initiating from key markets - Macroeconomic trend study between countries - STP matching between member firms - Starting from top ranking members
Local - Global - Local - Initial connection contributed by local members - HLB International pitch: ”You are not just one of the local firms” - Expansion to key markets by linking local teams to tailor local strategy
Strategy
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Where we are
*Events
2010 – 2012 2013 (New markets)
2013 (Activities)
To date : Referrals/leads from external organisations to following markets
China Australia Australia Australia Brazil
Hong Kong Indonesia China Chanel Islands China
Finland Italy Hong Kong France Germany
Japan Philippines Indonesia Hong Kong India
Malaysia Vietnam Italy Iran Indonesia
Netherlands USA Japan Japan Poland
Taiwan Netherlands Singapore Thailand
Singapore Philippines Turkey UK
UK Russia* West Africa Morocco
Singapore
UK
Ukraine*
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Referral Enquiries
60 recorded by HLBI Most active referrers - Eurojuris Legal Network (European law firms): 20 - Amicorp China (Global BPO consultancy): 10
Largest client prospect SinoHydro (China’s Largest Hydro Construction Company) 5th division: US$260m investment in 5 countries in Africa
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Main Collaborators: 2010-2012
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Vision, Mission and Strategy 2014 Overview
Agenda
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Strategic Shift
Inspirational Phase
Introducing External Influencers
- HLB resources and approach
- Profile Lifting
Mid-term
Building Internal Synergies
- Identify member firm strengths - Enhance intra-firm collaborations
Long term
Generate Cross-Border Referrals from both internal and external
resources
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Keep the Momentum Going UK Asia Pacific
Explore New Opportunities Africa Russia USA
2014 Focus
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Africa China Service Pilot Programme Mining Sector Piliot Programme Establishing HLB Africa commercial profile and BD strategy
Market Visit China USA Russia
Client Event (June 2014, China) China Outbound Semiar: 150-200 clients Australia Investment and M&A Road Show: 20-40 clients ASEAN Investment and M&A Road Show: 20-40 clients Africa Investement and M&A Road Show (TBC) One-on-ones: Italy, Germany, USA (TBC)
Key Activities
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Business Development Communications Referrals Technology Initiatives Forthcoming Conferences
Agenda
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Strategy
Raise our profile:
Quality
Differentiation
Visibility
Modernise the brand
Generate content
Increase presence
-Design modernisation -New key messages
-Generate knowledge -To build credibility
-Interest the press -And clients
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Design refresh Refresh, modernise and raise profile
Change of secondary colour from orange to pink
□ Blue & orange: complementary colours and as such associated to low added-value businesses
□ Pink: modern and higher-profile □ Changing secondary colour to limit costs for HLB members
Develop picture base into more varied and modern
An evolution, not a revolution □ Design change to be done progressively □ Blue is our primary colour, pink an accent colour only
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Design refresh implementation
HLB has implemented the change in Insight magazine, ppt and word templates, roller banners, new website, China brochure, and soon in a new corporate brochure
Member firms are renewing their websites and collateral accordingly
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New key messages
Differentiate from our competitors □ And from the local vs. global approach
Double messaging strategy □ “Inspired” for creativity: accountants with vision □ Paired with traditional messages: around the world,
40 years’ existence, quality, working together
Flexible messaging □ New strapline: « Inspired around the world » □ Variations according to context
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Generate knowledge: why it is key
Generate knowledge in order to □ Show expertise / build credibility □ Create leadership stature □ Give resources to member firms and to their clients
Feed the “information hungry” □ Professionals and the wider audience are very keen on fresh
information on market trends □ This tendency is amplified by social media and immediacy of
information
Attract the interest of the media □ First-hand information is the only way for HLB to raise media’s
interest
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How do we make HLB famous?
THOUGHT
LEADER
Webinars
External speakers
Press
New format for newsletter
Tax Updates
Case studies
Surveys
In-depth articles & interviews
Sector-specific information
Interviews on conferences
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A first step: HLB Insight
New expanded format □ 24 pp. instead of 4 □ 3 to 4 issues / year □ More room for analysis
Higher-profile with a “real” magazine
□ Differentiate through printed format, effort on design and content
□ Be remembered
Your magazine □ For your promotion □ With your information □ Next issue in the summer
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Member firms’ contribution
Member firms to position themselves as thought leaders
□ Providing new and regular content
Circulation of information to EO □ Systematically so as to maximise impact
Relevance of information □ For the whole international network □ For clients □ For the media
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Interest the press
Establish HLB as a « natural » press partner
To interest the press develop
□ First-hand information □ Sector-specific information □ Qualitative and quantitative surveys
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HLB in the press
Interviews & quotes in leading publications
□ International Accounting Bulletin □ Accounting Today □ + Press placements
Members’ help crucial locally
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Available for members
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Corporate presentation
Detailed presentation of the network, its organisation and purposes
Can be used by member firms to include in clients presentations
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Corporate slideshow
General messaging Can be used by member firms at conferences, meetings or reception area to automatically run on a screen
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Global China Service brochure
Presenting □ HLB members in Greater China □ HLB China Desks worldwide □ Both in English and Chinese
New corporate
brochure available soon
□ Following the same design
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Social media
Members’ increase with now □ 1,600 members on LinkedIn □ 1,200 followers on Twitter □ Presence on Facebook
Regular news and tax updates
Don’t hesitate to post your news of relevance to the network
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HLB Insight magazine
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Ask for the COMMUNICATIONS PACK
Including collateral, publications, press articles, presentations, branding details and specifications, templates etc.
Website template Press release template Powerpoint template Word template Roller banners templates
Branding details Logos Colour references Key messages
Magazines Press articles Case studies
Corporate presentation Corporate slideshow Global China Service brochure
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Business Development Communications Referrals Technology Initiatives Forthcoming Conferences
Agenda
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Best practices Best practices for referrals and international tenders
Supporting documents to be revised □ Into more targeted, user-friendly and easy to remember □ Referrals code of conduct / International tenders guidelines □ Available on HLB’s global intranet in the Referrals section
Reinforce the concept in Winning International Business training session
□ Reinforce the message □ Spread the message in the network
“Dos and don’ts” cheat sheet to be devised
Best practices examples □ Give reasonable deadline to fellow members □ Provide sufficient background information: on the client, on the context of the work, on the clients’
expectations □ Mention from the beginning to the client that he can opt either for a single point of contact / or
coordinate himself the HLB countries
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3d-party partnership to win new clients
Example of HLB Fiscal Representation Services (Netherlands)
□ Using the Netherlands as a doorway to Europe for US companies’ exports
The concept: logistics / VAT one-stop shop □ Partnership with an international logistics company: Menlo, a
division of Conway US □ One-stop shop for logistics, warehousing and financial and
administrative services • Mainly VAT deferment
Implementable in other European countries
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Business Development Communications Referrals Technology Initiatives Forthcoming Conferences
Agenda
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Technology
Global intranet: Industry expertise, Marketing, Audit, Quality Assurance, Financial Reporting and Tax data, as well as video presentations and webinars
Online members knowledge base: Partners directory including profile, expertise and CV / Member firms directory
Global video conferencing system
Secure documents sharing system
Website and GCS launch – in final stages
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Website Planned Launch in May Three main sections of the website have now been
completed and testing in progress: □ Public Website □ Intranet/GCS □ Chinese Website
Intranet/GCS Groups areas have been set up to allow file sharing and communication Group leaders have been trained. Access given to group leaders to get familiar with the technology ready for launch
□ VAT group – Lutz Meyer, Heikko Gunther □ HLB MAGIC □ UK legal group □ UK Not for Profit Group
Independence Register □ Improved searchability □ Allow users to add, edit delete entries
VAT fact sheets set up □ Structure ready
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Website Partner cv's
□ All firm cv’s have been copied over from the old website □ Access given to firms to update new cv’s □ Uniform design as per HLB Magic requirement
Firm profiles
□ New structure setup □ Designed for firms to market their firm skill □ Fully searchable by many fields □ Firm profiles from old GCS copied over □ Uniform design □ Integrated firm charge-out rates
Proposals area
□ Collection of online fee quotes
Tenders area for the MEA region
□ Providing information on firms working with government funding agencies □ Registration with tender websites to provide available tenders
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Website Academy Training Development of e-learning section
□ Modular self paced training and online test □ Training aimed at different levels of staff hierarchy
Once launched we plan to have monthly training Intranet/GCS Webinars
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Technology
Development of HLB Databases including:
□ Staff Exchange Database • Register firm’s interest in sending and receiving staff • View available opportunities
□ I.T. Profiling Database
• Database of members firm’s I.T. infrastructure to allow knowledgesharing, including;
• Accounting packages used, crm systems, disaster recovery, document management etc.
• Outlining minumum I.T. requirements for developing firms.
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Referrals Management System Standard lead management software – customised Have one area to collect all member firm financial data Phase 1 complete
□ Upload current data to the online system □ year to 31/10/13 data collection
Implemented changes from feedback received from member firms: □ Firm assistants need to be able to fill in data on behalf of all partners □ Allow changing of referring or receiving partner □ Export to Excel feature □ Make more user friendly □ Training already given to over 16 firms
53% adoption rate - by all firms who have referrals Increase adoption by:
Planned regional webinars Training for Federation head offices
Advantages of referral system to EO □ Less data entry □ Real-time data □ Can spend more time on referral disputes and chasing □ Member firms help with chasing unreporting firms □ Tracking source of referrals
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Referrals Management System Phase 2 started
□ Integrate into the new website □ Allow entry of billings for 2014 & close of 2013 reporting period □ Provide analytical data on dashboard to firms for their referrals
• Referrals by source • Referrals by industry sector • Referrals by service type • Percentage of referrals result in billing • Referrals received by country of referrer
□ Allow entry of firms fee income information
Phase 3 Planned
□ Historical referral information analytics □ Comparisons charts □ Kpi’s
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Register new referrals on the online system.
The system will send an email to all parties involved in the referral and record the referral on
the HLB database. The database includes the following features: Member firms can view work referred and received by their firm Manage these referrals by adding further information, attaching supporting documents and
inputting billing amounts throughout the year Member firms can view billings details on referrals they have made, which have been
inputted by the receiving firm
Dashboard showing total amount of work received and referred in the billing year View billing history of referrals by client
The database will allocate a unique code to each referral that can be used to track the
referral throughout its life irrespective of changes in lead partner
Referrals Management System – Features Overview
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Referrals Management System Below is a screenshot of the referral view:
Available at http://referrals.staging.hlbi.com Short video tutorials are available on how to use the system
Record source of referral
Sort by work received or referred
View billing figures and historical figures
Add referrals
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Directory and News Apps for Mobile & Tablets App to include: HLB Directory Partner Expertise HLB News Articles Firm Profiles Compatible on IOS and Android
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Business Development Communications Referrals Technology Initiatives Forthcoming Conferences
Agenda
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HLB’s Commitment
HLB member firms’ community outreach and "green" initiatives
Based on both volunteer efforts and fundraising
Initiatives have been taken in Australia, Austria, Denmark, France, Germany, India, Japan, Spain, the UK, the US… and many more
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All staff volunteer their time during the three days before Thanksgiving. In 2012, over 400 professionals in the New Jersey and Greater New York areas helped 40 different charitable organisations, donating almost 1,500 hours of time. Given help went from serving food at homeless shelters to organising Thanksgiving dinners and food drives for Hurricane Sandy victims
Inspired
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HLB’s Philippines member Diaz Murillo Dalupan joined the thousands of people in the relief drive and fundraising on the aftermath of the typhoon. The Head Office in Makati - Manila initiated the collection of usable clothes, canned food items, toiletries, medicines, and bottled drinking water from its staff, as well as cash donations. Officers and staff members also volunteered in the repacking and loading of relief goods at the Disaster Relief Drop-off Centers in Manila. HLB International donated UK £3,000, an addition to the disaster fund
Inspired
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Purpose: help member firms attract and retain women talents throughout their careers. Some first steps have been a survey carried out among 80 member firms, interviews and sharing of visible success stories in the network, a dedicated LinkedIn group, presentations at international conferences and a special Women In Accounting lunch in Copenhagen with external speaker from the Danish Institute for Human Rights specialised in equality issues. Some best practices are mentoring, coaching, networking and providing role models
Inspired
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Business Development Communications Referrals Technology Initiatives Forthcoming Conferences
Agenda
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Forthcoming Conferences What When Where
Australasia 2014 12 & 13 June Canberra
Asia Pacific 2014 20 to 24 June Chengdu
Audit & Tax 2014 9 to 12 July Washington DC
WIB 2014 19 to 21 September Dubrovnik
International 2014 22 to 26 October Barcelona
North American Tax 2014 3 to 6 December Cancun
European 2015 15 & 16 January Vienna
Audit & Tax 2015 8 to 11 July Amsterdam
International 2015 21 to 24 October Bangkok
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Thank you