Lessons from MI-BOSPO Microcredit Organization in

Bosnia and Herzegovina

October 2008, Brussels, Belgium

Agenda

• Introduction to MI-BOSPO• MI-BOSPO’s decision to become the provider of choice

for women• Launching the MI-BOSPO brand

MI-BOSPO

• MI-BOSPO provides financial services for entrepreneurial women

- To develop their business- To gain economic power- To assume better positions within their families and become

more active members of the society

• MI-BOSPO serves more than 30000 women clients in Bosnia and Herzegovina with 31 mill EUR

MI-BOSPO Research & Opportunity

• In 2006, MI-BOSPO conducted customer research with men and women to identify opportunities to better serve the women’s market

• Main opportunity for MI-BOSPO in the short term was to build the brand and align MI-BOSPO around being the provider of choice for low income women entrepreneurs

MI-BOSPO’SCLIENTS

Designing the MI-BOSPO Brand

• The right brand is a combination of who you are as an organization, what products you have to offer and the clients you serve

• The brand also distinguishes you from the competition

Brand must motivate potential clients, resonate with current clients & inspire people

Brand must be grounded in the mission, based on MI-BOSPO values & resonate with MI-BOSPO team

MI-BOSPO’SBRAND

MI-BOSPO’S PRODUCTS

MI-BOSPO’SESSENCE

Brand must be grounded in the products MI-BOSPO offers

Who is MI-BOSPO? MI-BOSPO Team

Board & Management

1. MI-BOSPO provides financial support to low-income women entrepreneurs

Staff – BMs & LOs

1. MI-BOSPO provides financial support to low-income women entrepreneurs, which strengthens her role in family and society

2. MI-BOSPO is a strong MCO with excellent staff and great accomplishments

• Who MI-BOSPO is and what MI-BOSPO does is quite clear – what MI-BOSPO believes in is less clear

• Opportunity to align the entire organization around one brand idea

Who is MI-BOSPO? MI-BOSPO Clients

Segment 2 Clients

• MI-BOSPO provides credit to help business women

• “I don’t know what others think, but the first thing I think of is business women and aid.” (Women entrepreneur Gradačac)

• MI-BOSPO provides fast, accessible credit

• “What I think about MI-BOSPO is you can get financial help in two days.” (Women entrepreneur, Gradačac)

• MI-BOSPO provides some kind of help, maybe for women, entrepreneurship

• “Yes I had heard before, about MB, but I didn’t really have any detailed info. I knew that they existed and I knew that it was an organization for woman.” (Women entrepreneur Tuzla)

• Opportunity to differentiate MI-BOSPO much more in the market

Solidarity Clients Potential Clients

What Women Want

• To contribute financially to the household- “...The most important thing is that I feel useful in terms of

bringing in money and also useful in terms of developing my family.” (Women entrepreneur, Bijeljina)

• Have some financial independence- “I didn’t have employment. That is why I turned to this to start up

my own business, to have something independent. Something for myself.” (Women entrepreneur, Gradačac)

• Be successful in business- “I’m successful in business, in my life, in my family.” (Women

entrepreneur, Gradačac)

MI-BOSPO Brand – Who you are, what you do, what you believe

MI-BOSPO BELIEVES… CLIENTS BELIEVE…

Woman feels greater self-esteem and confidence

Woman’s role improves in family & society

Woman’s business grows, household improves

Be successful in business

Want financial independence

Appreciate being able to contribute economically to the household

Therefore, brand recommendation is…

MI-BOSPO Brand

MI-BOSPO recognizes the efforts and success of women entrepreneurs

Launching the Brand

• Internal brand launch – providing training on service provision to women

• External brand “kick-off”, 10 year anniversary celebration- PR campaign to position MI-BOSPO as the provider of choice for

women entrepreneurs- Birthday party celebrating women entrepreneurs & their families- “Giving Back to the Community” effort with local orphanage,

supporting building of center for breast cancer prevention- Newsletter insert and business newspaper articles- Fairs, client exhibits, photo of clients’ exhibits

• Formal advertising supporting the new brand - Radio, billboards, new leaflets to attract new clients- Continue marketing efforts with current clients

"MI-BOSPO - for the success of business women."

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"MI-BOSPO - for the success of business women."

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“MI-BOSPO - for the success of business women.”

“MI-BOSPO believe and invest in your success”“Fast loans, simple guarantors, excellent customer service and no fees.”

Newsletter and Fairs featuring women entrepreneurs

Credit Officer Vehicles