Organising IPA services around investor needs

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6 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Organising IPA
services
around investor
needs

Peter Collens

December 2010

2

Overview


What does “best practice” look like?


Austrade systems for handling investor
inquiries


Guidelines for handling
investor
enquiries


Providing the
information
needed


CRM system



3

What does “Best Practice” look like?

The World Bank identified three key capabilities that were shared by the top
performing IPAs:



A professional business service culture was fostered with a customer
focused approach taken to target, influence and generate productive FDI
deals that would provide economic benefit to the IPA’s domestic market.



Knowledge management and knowledge sharing initiatives were
undertaken to develop deep organisational knowledge in sectors, markets
and companies.



Systems were developed to ensure professionalism and consistency in the
quality of facilitation and customer service.


They evaluated best practice in Structure,
Process
, People, Systems and
Technology.


4

Today’s Focus is on the “Process”



Process


Make facilitation a priority*


Develop account managers into reservoirs of knowledge in particular
sectors


Coordinate facilitation with networks and partners sub nationally and
overseas


*Facilitation is defined as the provision of information and services.




5

What is involved in facilitation?


Facilitation


Providing accurate and timely information


Providing specific services (FILs, Site Visits, referrals to professional
service firms etc.)


Managing the quality and efficiency of services delivered


Client management


Project management


Maintaining
position of neutrality



6

Investment Promotion and Attraction


Set Policy

Research

Benchmarking

Develop
Promotional
Campaign

Market
Segmentation

Implement
Campaign

Target
Engagement

Leads

Outcome

Set direction for
economic
development in
Australia

Source facts
around
industry
development
and company
international
expansion

Comparing
Australian
industry to
global
industries and
trends

Identifying
markets and
target
companies to
promote
Australian
opportunities

Tailoring
specific value
proposition and
market
strategies for
promotion

Continual
promotional
activities
around
proposition

Delivering the
proposition
“Why Australia”

Qualified
investment
projects with
intent to
invest

Verified
productive FDI
project in
Australia


Stakeholders
provide
direction and
industry focus
(DIISR, NIAB,
FIRB,
Commonwealth
Departments)




Conduct gap
analysis


Source
evidence
(historical &
empirical)


Identify
Global trends



Establish the
comparative
and
competitive
advantages of
the Australian
opportunity


Identify key
markets


Identify target
companies


Emerging
companies vs.
mature
companies


Emerging
markets vs.
mature
markets


Develop sales
manual



Develop specific
market
propositions
using capability
analysis


Conduct
competitor
analysis (SWOT)


Gain
stakeholder
endorsement


Identify local
market
considerations
(culture, legal,
economic)


Learn from Case
studies


Training


Match
capability with
opportunity


Refine target
list


Allocate
responsibility
around contact
and delivery


Training


Create
marketing
collateral



Events


Generate
Prospects


Direct contact


PR/ Advertising


Stakeholders


Sponsorship


e
-
Channels


Provision of
Information
around needs


Client
Management


Manage FILs


Manage Site
Visits


Corporate
Partners


Engage
Stakeholders


Incentives


Other
Government
programmes


Measure
economic and
industry
development
impact of FDI

Feedback loop between policy, strategy and implementation

7

Stages
of
the Investment Facilitation Process

3. Lead

4. Success

Invest Stage

Description of Activities

Originating either
offshore
or onshore, directed to
appropriate staff


Investment Qualifying
Questionnaire or Investor
Service Handbook to be
used


Pre
-
qualification
done on
the
investor to ascertain
if
investor is capable and
committed


Provided with appropriate
information or referrals.


Continued assistance
provided to the investor,
project seen to progress in
seriousness.


Main
interaction is between
investor and offshore
investment staff
.


If information needs are
quite detailed ICRs may be
given or a site visit
discussed.


As information needs
become detailed and go
beyond what is available
‘off
-
the
-
shelf’, offshore
investment staff will make
requests to industry teams
for further information
.

Project has progressed
significantly, supply of
tailored information to
investor (eg. FIL), meetings,
event involvement
etc.


Lead projects are
considered
likely
to proceed
to investment success.


Investor may be planning a
site visit to Australia to meet
with interested or related
parties and advance their
planning.


The visit team
, industry
team and offshore
investment staff will to some
extent be involved in site
visits.

Project has progressed
significantly, such that
investor is prepared to sign
off on the details of their
proposed
Australian
investment.


Investment
may have
already taken place and
they may be signing off on
the details thus
far.

Target high yield
reinvestment companies,
or assist investors
seeking help
expansion
pans.


Work
with States &
Territories on delivery.

2.
Prospect

3.
Lead

4.
Success

5.
Aftercare

1.
Enquiry

8


Front
-
desk staff are trained to respond to incoming calls by:


Understanding Austrade services across Trade and Investment


Knowing where is
the
most appropriate
area
to
r
efer enquiries to



Business Development staff are trained to:


Proactively target prospective investors


Qualify an investor’s capability and commitment to investing, by asking:

1.
About the investor;

2.
About their Australian business plans; and

3.
About their information requirements.



Project support staff are trained to:


Provide timely information that meets investor’s requirements


Develop supporting capability material


Create unique value propositions that differentiate Australia


Co
-
ordinate site visits and other State Government involvement



Handling incoming enquiries

9

Protocols for Management of
FDI with
State Governments

Minimum notice period for Site Visit

support

Visit details sent onshore for

support by Visits and Industry Team

The Visits Team contacts State Government
investment contacts

Debrief and follow up

The Visits Team coordinates
site visit
programme

Site Visit


Offshore
qualification
and

referral to Investment Specialist



Lead
sent onshore for further

support by
Industry Team



State Governments advise their

offshore network of projects

Information provided to Investment

Specialist by Industry Team

Response to
investor & ongoing

project management

Industry Team
engages with

State Government

Investment Projects

Site Visits

10

Coordination
Mechanisms

Protocols


Commonwealth/State guidelines, lead and site visit protocols,

MOUs


DFAT, NSW, China, Korea, Japan

Committees


Commonwealth/State: MCIT, NIAB


Commonwealth/State/industry: CMAB,
CoMICTA

Training courses and workshops


Winning
Investment for Australia,
industry sectoral workshops

Reporting and databases


Monthly reports, successes,
RMS


11


Website as broader promotional tool…


Industry capability


RSS feeds of investment stories


Case studies


Data and charts


Multimedia content (podcasts, videos,
presentations)



But also as a lead generation tool


Provides basic investment information (visas,
taxation, licenses etc.)


Funnels more detailed investment enquiries to the
right people


Provides access point to our offshore network


Advertises events and manages registrations


Website: austrade.gov.au

12

Industry Capability Reports


Aimed at providing more flexible, more responsive system


Provide standard info up front, through Industry Capability Reports


Use FIL system for follow
-
up questions, more detail or non
-
standard info


Maintain principle of open info sharing and coordinated responses to clients


States/Territories have input into preparation of ICRs, and can use them for own
purposes

13

Foreign Investment Lead (FIL) system







Austrade



Overseas post



Austrade



Industry team



Austrade



Industry team



Austrade



Over

seas post





Investor





Inquiry



FIL



Sent to all

States



States decide

whether to

respond



State responses



Consolidated

response



Final

response



14

Relationship Management System (RMS)

RMS tools include:


Organisation Document Libraries to upload and store client, customer and investor documents


Outlook Integration to capture email communications


Advanced Find for customising and generating reports


Lists to assist in the organisation of information

RMS is a relationship management
tool that enables Austraders to build
effective relationships with:



Clients;


Customers;


Investors;


Service providers; and


Allies


Thank you

Peter Collens

National Investment Manager

T
: +61 3 9648 3288
Peter.Collens@austrade.gov.au