Before inaugurating on the productizing and outreach to professional Egyptian expatriates, a needs assessment needs to be conducted. One way would be through Focus groups with Expatriates.
(1) Productize
(a) A live Menu offering services to Egyptian Expatriates. Includes all detailed, necessary and reliable information.(b) Interactive website Linking Expatriates to Local Industry
(2) Outreach
PrerequisiteCreate a database for Professional Egyptian ExpatriatesFocus Group with Professional Egyptian Expatriate to understand their needs
Content: What to tell them?Linking Expatriates to Local Industry: Forums / dialogue between Egyptian Government Officials, Business people and Professional Egyptian Expatriates (Regular annual visits to NY, London, Dubai). These would be both educational and knowledge opportunity as well as a tool for building trust.
Channels of OutreachInteractive Website (ie: business alerts, studies, business articles)Standard presentationsDirect advertisementsBrochuresRegular Fixated Missions/Seminars (i.e. Annual Conferences)
Embassies etc
(3) Operationalize
A- Building a Product Menu.A brochure which can also be shown on the website with all the details about a specific service which Egypt can offer Egyptians abroad. The information needs to be updated, comprehensive and contains valuable information such as contact details (telephone numbers, email addresses) of travel agents in Egypt.
B- RWE Portal a forum where expatriates provide continuous technical assistance, support & post crucial information on global market trends, events & business opportunities. This portal can also serve as a database of both expatriates in various fields as well as a business opportunity alert mechanism (Product Menu).
Pilot Phase:A one year Pilot Phase to focus on the UK. Keep the products simple to achieve quick wins and a gradual entry to test the market (Egyptian Expatriates from one hand, and the Service providers on the other)
Post Pilot Phase – 3-year phase:
A three-year Programme IF Pilot Phase proves successful. At this stage the RWE programme would have gained credibility and programme manager should have secured enough funding and partnerships to sustain RWE (at which stage the RWE should consider not being an incubated project under NM). The person should have been able to subcontract reliable entities and is able to expand on the menu or list of services provided.
(4) Build Partnerships
For this Product Menu to be reliable, we need to collaborate with a number of entities in both the government and private sectors. Collaboration with the government, will be for anything related to government services, passports, investments etc. The private sector is useful from two angles, the angle of corporate social responsibility (CSR) and the angle of investment opportunity (investing in the stock market etc)Once the partnership structure is identified an Advisory Board should be established to reflect the various interests and also ensures that Product Menu is a live document not disconnected from the Professional Egyptian Expatriates abroad. And on the other hand, the marketing /outreach strategy which comes hand in hand with the Product Menu.
Other Potential Partners:- Other government agencies (i.e. GAFI, Ministry of Tourism, Ministry of Trade etc)- Corporate sector (a proposal needs to be put forth for corporate, what is in it for them? A fundamental point while RWE markets services that affect a particular corporation)
