Transcript Major Events International (MEI)

Major Events International (MEI)
Nature of
the Major Events Market
ASE STUDY:
BRAZIL
27th March 2014
Dennis Mills
CEO MEI
[email protected]
Major Event Opportunities Globally
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Major Events Defined: “Olympic and World Cup Series” - generate significant
cross sector opportunities: Infrastructure, fit-out, temporary solutions, equipment
and services.
Wider Benefits: Often part of wider City/Country modernisation. Major Events a
catalyst for entering a market with post-games presence for longer term in the
region.
There are too many major events to list! Ones you will be more familiar with:
– Olympics (Summer and Winter)
– Commonwealth Games
– Football/Rugby/Cricket world cup etc
– Not so familiar?:
• Pan American Games, Asian Games, Olympic Council of Asia etc
• University Games , Youth Games, Emergency Services
Growing in stature and scale: Paralympics
New: European Olympics (2015) and many specialist sub groups
UK companies are respected suppliers post 2012 so no better time for
considering entering this market as part of your overall export strategy
The Major Events Market
• Fixed deadline to the second – procurement certainty
• Very large budgets across all sectors and skills - $billions annually and growing
• Organisers look for experienced suppliers to this market
But:
• Highly competitive - not a market for those who want to “dabble” – needs real focus
• Organisers inexperience – probably not done a major event before and the
organisations are almost thrown together – high turn over of staff – close customer
contact tracking is vital
• The same disciplines needed for all export markets but as this is a more attractive
market to work in, many people seem to forget the basics
• SMEs have every right to win their share of business and they do – the issue is
how, when and with appropriate support.
Incentives:
• Winning business in this iconic market has a powerful “business as usual” range of
benefits – it will be the best “sales” support case study you can use
• Successive wins makes you an “incumbent” and you will be given a significant
advantage for customer contact and winning business.
Multi-user, Multi-location, Multi-service Event
Try walking “the day in the life of …..” for below
Buyers
Services
Locations
Users
Organising Committee
Consultancy
Best Practice
Venues
Athletes & Officials
Athlete & Training
Villages
Media
Programme
Management
Core Infrastructure
City & State
Modernisation
National Providers
(Security &
Utilities)
Training, Stewards
& Volunteers
Fan Parks
VIPs
Safety, Security
& resilience
Airports, Rail and
Bus hubs
Sponsors
Sponsors
Temporary overlay
Sponsor Sites
Spectators
Private Sector
B2B
Prior Games Proven
capabilities
Airports, Metros,
People hubs
Business as usual!
Where do you fit in? Customers, Skills, Sectors or satisfying whose
need?
Copyright © 2014 Major Events International Ltd
All rights reserve
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Major Events in the UK - Building References
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2013 Rugby League World Cup
2014 Commonwealth Games in Glasgow
Opportunity to gain
2014 Ryder Cup in Scotland
references for export
2015 Rugby World Cup in England
2017 World Athletics Championships
2019 Cricket World Cup in England and Wales
Major Event Hot Spot Country
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Britain
Commonwealth Games 2014
Rugby World Cup 2015
Athletics World Championships 2017
Cricket World Cup 2019
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Russia
Rugby World Cup 7s 2013
Athletics World Championships 2013
Winter Olympics 2014
FIFA Confederations Cup 2017
FIFA World Cup 2018
Japan
Summer Olympics 2020
South Korea
• Asian Games 2014
• Winter Olympics 2018
Brazil
• FIFA Confederations Cup
2013
• FIFA World Cup 2014
• Olympics Summer 2016
Qatar
• Handball World
Championships 2015
• FIFA Confederations Cup
2021
• FIFA World Cup 2022
Australia
• Asian Football Cup 2015
• Cricket World Cup 2015
• Commonwealth Games 2018
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Brazil - Case Study
• The Sports Infrastructure Related Opportunities:
– 2014 just about done but 2016 Olympics opportunities exist but time pressures if
you want to win business for the Games
• Longer term the trends are similar to many major events hosting nations:
– Fan Zones. Spreading the footprint and duration of event impact.
– Inward Investment welcome. Agencies are very helpful as they want you to set up incountry.
– Focus on Legacy and Tourism. Considerable social change demands driving new
opportunities.
– Festival/Cultural Events expansion: Carnival, Gap Pride, Rocking Rio, New Year, and
growing in number
– PAC modernisation programme – underinvestment over 20 plus years – catch up in all
areas of critical national infrastructure and societal change. Rio City modernisation.
This –generates
and
longgrowth
term– demand
for "international
best
Pre-salt oilmulti-sector
and gas finds are
fuelling
look out beyond
2016
practice”
Lots of Opportunities but also Challenges
Applicable to all major event countries not just Brazil:
• Geographic spread for most Football World Cups (Brazil is 35 x bigger than
UK and 19 x France) – focus is needed.
• Language – need to speak it and follow up in writing.
• Brazil open culture – but can be misleading – need to build relationships
• UK Business Culture – we expect to fly in, find a partner and start winning
contracts.
• Corruption – sadly – Bribery Act in UK reaches out to export markets!
• Competition – internationally – it’s a hot house
• Stickability - to succeed will take time
Enter the market with appropriate preparation, due diligence and local
support
Simple Mobilisation Plan
Awareness
Seminar
Your are
here
UKTI ITA
Pre Mission
Workshop
Market
Your
Offer
Objectives
Resources
Target
customers
Mission
or
Expo
UKTI
Go alone
MEI
Build
programm
e around it
Debrief
&
Evaluate
Evaluate
Assess
Next steps
Tax
Supply
Chain
Import
Duty
Local
Partnership
Cash
Movement
Formal
JV
Employment
Law
Stand
Alone
company
Bribery
Act
Acquisition
Local Support
Enduring Mistakes
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No well thought through export strategy: Checking the reason for
choosing the target market, and time and cost implications.
Unclear perspective on the focused market offer: How it will be
delivered and supported.
“Get-lucky” approach to market visits/expo attendance: Little
preparation - customer contact meeting, support during meetings,
decoding cultural behaviour and debriefing the client(s).
Inadequate local support to move to the next stage post visit: De-brief
and strategy/options review on return and check resource allocation.
Nervousness about contacting experts: Legal, Tax and export enabling
support due to cost and fear of facing some of the harsh realities.
Failure to treat the whole campaign as a project: Fully integrated with
expert advice and support, regular customer contact, market profile and
building a presence to get to the eventual goal.
Selecting a local partner far too quickly without full duediligence!
Conclusions
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Major Events continue to grow in number, scale, breadth and depth of
opportunities. They can be central to your export strategy – a reason to go.
2.
You don’t always need to focus on the most well known.
3.
They can transform your business as usual prospects – credibility.
4.
Need treating with great care (as does all export) – rushing does not
work. Avoid a get luck strategy.
5.
Think B2B and proven partnerships as an option pre in-country
company registration and recruitment – step 1.
6.
Work with experts and leverage all UKTI support. Plenty of
experience in the room today so network please.
We will be following up post this event and please complete the survey.