Workshop summary with BaselArea.swiss April 17th 2018 Place Value Proposition

Transcription

1 Workshop summary with BaselArea.swiss April 17th 2018 Place Value Proposition Leadership Stockholm Copenhagen Helsinki Oslo Tallinn Reykjavik

2 Workshop summary with BaselArea.swiss April 17 th 2018 Place Value Proposition The Basel Region has a number of known Assets, which the participants identified and grouped during the workshop. Some Assets can be developed further, especially to cater for the most attractive target investors. It is not sufficient to simply name the Asset, the Value Proposition includes the proposition of how it can BENEFIT the investor. Whereas the Assets and Resources of the Basel Region can be used to formulate a compelling Place Value Proposition to an Investor segment, this may not satisfy all stakeholders if Assets and Strengths are unevenly distributed. A way to balance the message to both Investors and stakeholders is to accentuate the characteristics of the Place Brand that have to do with Purpose and Role of the Basel Region in the world. The Why/How/What model is based on a core set of beliefs, values and drive which constitute the Why? Why is the Basel Region relevant in an international/global perspective? Why does the Basel Region inspire and motivate its citizens and businesses? Best regards Mats Segerström Senior adviser Pärtel-Peeter Pere CEO and founder Leadership April 2018, Stockholm 2

3 Introduction Workshop held in BaselArea.swiss offices, with the purpose of formulating several Place Value Propositions. This was accomplished, based on three well defined target investors/customers with different characteristics. Agenda Basel Area.swiss, April 17, Workshop 09:00-09:10 Introduction of participants 09:10-09:30 Recapitulation and setting the scene 09:30-10:00 Workshop I: Exploring the ideal investor(s) Break 10:10 10:55 Workshop II: Mapping the strengths and resources of Basel Area Break 11:00 11:45 Workshop III: Formulating unique Place Value Proposition(s) Break 11:55 12:30 Synthesis discussion: Using Purpose (role in the world) to position Basel Area» Why-model & Good Country Index 12:30 12:45 Next step leading to Action Plan Leadership Stockholm Copenhagen Helsinki Oslo Tallinn Reykjavik

4 Key take-aways The scope of Business Attraction Management (BAM) Insight Areas of smart specialisation Business Attraction Management Investments PLACE Growing Innovation & growth Figure 7.1: Business Attraction Management, innovation and growth Assets The Basel Region has a number of known Assets, which the participants identified and grouped during the workshop. Some Assets can be developed further, especially to cater for the most attractive target investors. Inside the scope of this assignment, many Insights will be brought to light in the interviews and benchmarking reports. 4

5 Place Brand and Place Value Proposition interplay positioning for attracting businesses and investments Place brand BRANDING Value propositions of the place ATTRACTING Target Investors The Place Brand for the Basel Region, as for other places takes time to alter or reposition. By targeting specific segments with Place Value Propositions assets and benefits of the Basel Region can be highlighted to these segments. The BAM Canvas The Osterwalder model Place Brand Place Value Proposition Investor Assets & Resources of the Place A Place Value Proposition is a specific offering, based on the Assets and Resources of the Place to a specific segment of Investors/customers. 5

6 Who are your ideal investors? Domestic or International? Global or Large enterprises or SME? Active in which industry/sector? Founder, Entrepreneur Start-up High tech/ict CEO, subsidiary Focus on Export Production/ Manufacturing Who are the key decision makers? What drives them? Executive VP Multinational corporation R&D/Sales During the workshop, three well defined and attractive target groups were identified. 6

7 Target groups 7

8 WORKSHOP Understanding your assets/strengths Identify the main assets/strengths of your municipalities/region Use post-its to generate ideas Try to identify at least one asset from each type; key resources key activities & tools key relationships (multi-level) The Basel Region has a number of Assets and strengths, which during the workshop were grouped in terms of 1) resources 2) activities & tools and 3) relationships see the pictures below. For each target investor segment, only the most relevant assets are involved in formulating a Place Value Proposition. 8

9 Key Resources 9

10 Key activities and tools: 10

11 Key relationships 11

12 WORKSHOP avoid the mainstream trap Present your Place Value Propositions To whom: the target investor What: we offer these assets/resources Benefit(s) to an investor: that will enable you to achieve and allow you to avoid., give you the satisfaction of. Key take-aways; The Basel Region does have strong and relevant Assets to offer the three investor segments. It is not sufficient to simply name the Asset, the Value Proposition includes the proposition of how it can BENEFIT the investor. 12

13 Synthesis Whereas the Assets and Resources of the Basel Region can be used to formulate a compelling Place Value Proposition to an Investor segment, this may not satisfy all stakeholders if Assets and Strengths are unevenly distributed. Possibly, a way to balance the message to both Investors and stakeholders is to accentuate the characteristics of the Place Brand that have to do with Purpose and Role of the Basel Region in the world. The Why/How/What model is based on a core set of beliefs, values and drive which constitute the Why? Why is the Basel Region relevant in an international/global perspective? Why does the Basel Region inspire and motivate its citizens and businesses? Applying the Why/How/What to Basel Area Why? How? Source: based on S. Sinek What? As a suggestion, by using the results (Post-its) from the previous workshop, the Why?-core of the model could state Doing good, with impact or Creating benefits, with impact, which entails the traditions, culture, products and services from Basel Region (from specific medicines, vaccines, fertilizers, to precision mechanics). The next part of the model explains How? how does the Basel Region consistently create benefits, with impact? Suggestions are inserted in the diagram below, again using the results (Post-its) from previous workshop. 13

14 Applying the Why/How/What to Basel Area Ecosystem & networking Med-tech Funding & VC programmes Doing good, with impact Chemical Talents & access to universities Source: based on S. Sinek Pioneering & discovering Pharma Key take-aways; The Why/How/What model gives an opportunity to highlight the assets and resources of Basel Region by putting them in the context with its role in the world. This is a suggestion, based on previous workshop results, but can be modified and complemented to give a full and authentic picture. Since this model describes aspects of Place Branding, it MUST be honest and credible. 14

15 Next step action plan (for review in May) Sanity check based on international survey of Basel Area brand Time plan who does what From words to action incremental (change management) Final reflections? Assess the relevance of the generated Place Value Propositions and the result of the Why/How/What model against the findings of the interviews and benchmarking as a sanity check. Do the messages and offerings make sense? Are they benefits? Are they specific to the Basel Region and not to just any place? 15

16 Basic information on the service provider General description of service provider Leadership is present in Denmark, Finland, Iceland, Sweden, Norway and Estonia. In addition, we work with a number of collaboration partners in Europe and North America. In the last few years, we have also undertaken projects in the Baltics, UK, Germany, Spain, Singapore and Dubai. Focus area and services Leadership is a Nordic management consultancy specialising in the development, innovation and marketing of places. We offer four types of services: inspiration to start new place-based initiatives (seminars, workshop, keynotes), analysis and audits, strategy formation and execution (including training). Investment promotion, place branding, cluster development and talent attraction are our core. We help our clients become more sustainable and connected, to benefit people and business. Places cities, regions, countries and innovation arenas are faced with decisions regarding attractiveness and urban regeneration, rural economic development, innovation, sustainability and climate change, integration and internationalisation. We help clients deal with these opportunities. How? By directing your focus and efforts on strategy, vision and processes. Being an attractive place is about exercising dynamic leadership and sound management in a multiple stakeholder ecosystem. Our mission: We make places more attractive, connected and sustainable for people and business, by helping them to turn the grand challenges of our time into opportunities. We are motivated by nothing other than making places great. NOTE: Tendensor International AB s new name is officially Leadership AB. We have officially changed our name in March 2017 to Leadership. All legal details registration number, VAT number, personnel, office, Stockholm head office and ownership remain the same. Official name: Leadership AB, registered as limited company in Sweden. Business ID: VAT number: SE Leadership AB C/O Openlab Valhallavägen Stockholm, Sweden Pärtel-Peeter Pere CEO and partner ppp@futureplaceleadership.com