Phnomenal Times

Written by Sushant Barave, William Conry, Daniel Conti and Joe Layton

For our IBD project, we’re working with Cambodia’s first and only rum distillery, Samai, based in Phnom Penh. Our team is partnering with Samai’s founders, Antonio and Daniel, on expansion strategy, new market pricing, operational improvement and accounting guidance.

Prior to arriving in Phnom Penh we had been corresponding with Samai to finalize the scope of the project and complete as much pre-work as possible. While our team was productive across those six weeks, it was remarkable how much more effective we became on location with the client. For instance, we had an idea of what the rum production process looked like, however being able to visualize the steps enhanced our understanding to the level required to make recommendations.  Additionally, speaking face to face with Daniel, Antonio and Champich, the master distiller, we were able to have more insightful conversations and gain a better feel for the business and its needs.

Dan and Sushant review the production steps with Daniel in order to calculate COGS

Dan and Sushant review the production steps with Daniel in order to calculate COGS

Another byproduct of live meetings is shifting priorities. While the project work streams had been determined in advance of our arrival, it became clear our first-day additional challenges that require support will surface. Our team recognized the importance of prioritization as a guiding principle – we need to invest our time and resources into the projects that are most vital to Samai and also ensure our deliverables are actionable.

 

Cocktail Competition

Samai’s distillery is open to the public on Thursday nights, when it serves up Samai rum-based cocktails to a lively, mostly expat, clientele. During our required rum tasting our first day on the job I suggested –  somewhat jokingly –  that we have a competition on Thursday to determine which Haas team member can create the best cocktail. Antonio sounded intrigued and within a day we had teams decided, menus set, ingredients purchased and a professional flyer posted on social media. That escalated quickly!

Dan and I settled on a variation of a Dark and Stormy entitled Ann’s Arbor, an homage to our undergraduate institution. Leveraging Joe’s advanced rum knowledge, he and Sushant crafted a more complex, boozy concoction, a Queens Park Swizzle.

We met at the distillery early to pour practice drinks and tweak the recipes until we had it right. This was not just a fun experiment; patrons would be paying for these cocktails! Once we had the proportions, preparations, and presentations down, it was game time.

It could have been the Berkeley-Haas name on the flyer, perhaps it was the sophisticated drink selection or maybe it was our rugged good looks and charm behind the back bar, but the orders flowed in like Trump tweets after a New York Times bombshell report.

Bill and Joe try to keep up with demand behind the bar

Bill and Joe try to keep up with demand behind the bar

At a few points we couldn’t keep up with the demand – we were forced to act like seasoned bartenders who knew how to accommodate a packed bar.

For the competition piece, believe it or not, according to the official tally the contest ended in a tie! The Ann’s Arbor team will point out that our drink had a higher volume of orders, which should be the tie breaker. The Queen Park Swizzle duo will remind us that more orders led to more misinformed votes from those who only sampled one beverage.

Regardless of who deserves the crown, overall the cocktail competition was a win. We learned useful skills that aren’t often taught in the classroom, had fun, brought in incremental sales for Samai and met some interesting people.

After shaking and stirring as celebrity bartenders for the night, it was back to our real lives Excel modeling and PowerPoint-ing as consultants at the Samai office the next morning. It was fun while it lasted, but there’s still work to do!

Back to work

Back to work

Berkeley Haas IBD 2017 – Aramis Menswear, Sao Paulo, Brazil

Written by Diane Chiang, Barun Mazumdar, Abhishek Mishra, Kalyan Pentapalli and Priya Vijayakumar

Weekend before in-country: Foz de Iguaçu

Five happy and excited Cal bears arrived at the Iguaçu airport on late Friday evening after spending almost a day in air and in connecting airports. We checked in at the beautiful Belmond hotel (which overlooks a small portion of the falls) and had our introduction to authentic Brazilian cuisine and Caipirinhas. It was love at first sight! The Iguaçu falls were absolutely breathtaking – on Saturday, we took a short walk along the waterfall trail and a boat ride on the Iguaçu River before flying to Sao Paulo.

The beauty and grandeur of the waterfalls made this short detour to Iguaçu totally worthwhile.

We arrived at Sao Paulo (SP) on Saturday evening and to kick off our 2-week stay at SP, we went to the acclaimed chef Alex Atala’s restaurant – D.O.M for an amazing fine dining experience. We spent the rest of the weekend exploring Sao Paulo and fine-tuning our Day of Arrival presentation.

First Week at the client site in Sao Paulo

We had an early start on our first day at Aramis’ office – Fabio Davidovici and Luan Silva with whom we had been collaborating since the start of our project greeted us. We presented our “Day of Arrival” presentation to Richard Stad (CEO) and Fabio. It was a very interactive session peppered with questions and interesting discussions around retail trends, brands, and competition.

Because of the high level of engagement, our meeting that was initially scheduled for an hour ran for over two hours. Richard appreciated the groundwork we had done while at Berkeley, it was also a great opportunity for us to learn more about the company and its challenges directly from the CEO. At the end of the first day, Fabio gave us a tour of one of the stores to round out the day.

On Tuesday, we spent the entire day visiting Aramis’ stores at various malls in Sao Paulo. This was an amazing way for us to get to better understand their products, store layouts, and store employees. We interviewed many store managers and sales people to understand the challenges and processes within the stores. We also visited many of Aramis’ competitor’s stores. We shared our initial feedback, observations, and ideas with Fabio, many of them centered on visual merchandising in the store.

Throughout the course of the week, we met with directors and managers across different functions – Marketing, CRM, Inventory planning, Warehousing, E-Commerce, Store Supervisors, Retail, HR and Customer Service. We also got a chance to have lunch on one of the days with the Founder, Henri Stad. Although we experienced a language barrier, Fabio attended all the meetings with us and helped with translation and provided more context.

We also scheduled meetings with stakeholders outside Aramis. We had a very insightful discussion with Fabio Matsui from Cypress Capital (HAAS ‘03) where he walked us through the Brazilian apparel retail industry and the various participants.

We also met with Daniel Maladrin (HAAS ‘05) from 2BCapital/Bradesco – the PE firm that invested in Aramis few years ago. Daniel introduced us to Leonardo Santos from Semantix, which was another company that the PE firm had invested in. We invited Fabio to join us for our meeting with Leo, where he walked us through the omni-channel strategy he had implemented at an American retailer and the challenges he faced launching in Brazil. We identified many synergies between Aramis’ omni channel implementation and the current work that Semantix is doing, and the two companies plan to start some initial discussions to collaborate.

By the end of week one, we learnt a lot about the Brazilian people – their food, culture, and working styles.  Fabio spent a generous amount of time to ensure we were comfortable, got enough face time with Aramis employees and explored Sao Paulo the way locals do.

 

Splendid Salvador and Refreshing Recife

We took a late flight on Friday to Salvador to experience the northeastern part of Brazil. We spent Saturday at Salvador exploring the churches, beaches and the colorful Pelorinho neighborhood. The highlight of the day was the amazing Bahian cuisine we had at Pariso Tropical. This restaurant won our top vote among twenty other strong contenders for the best food of our entire trip! Later that night, we flew to Recife and spent our Sunday exploring Recife and nearby Olinda. We returned to Sao Paulo on Sunday night.

Monday started with a series of previously scheduled meetings.

Talia from Visual Merchandising was the first meeting; she travels around the country for store openings and renovations. She has been re-working the store layouts to make them look fresh and cater to younger demographic. The major challenge she faces is convincing the store managers that the new layouts will lead to increased sales. We then met with Felipe from Store Sales Management who manages all store managers across the country and was able to share how sales strategy has changed over the years and lately with the advent of new POS technology.

 

At the end of each day, we debriefed and communicated our findings till date and next steps with Fabio. We had dinner with Fabio and his wife Fernanda, who took us out to Don Veridiana, which many locals claim to have better pizza than in Italy.

On Tuesday, the team interviewed Mariana, Director of Product, the final scheduled interview and learnt more about how Aramis designs and sources its products. With interviews now over, we focused on consolidating our findings and clarifying any remaining questions we had. After a full day working session, the team agreed to expand the scope beyond assortment planning and omni-channel to include other functional areas and do a 360 analysis.

On Wednesday, the team marched towards the converge phase and began to build on the final business plan to the client. We separated our recommendations into multiple functions including: Inventory Planning (Assortment and Replenishment), Customer Relationship management (CRM), Customer Service, Data/IT Integration, Store Experience, Multi-channel, and Internal Communication. Throughout the day, we had multiple calls for clarifications, and by the end of the day, we had an initial draft that we shared with Fabio before we headed out for some excitements! In the evening, we went to watch football match between two bitter rivals: Palmeras and Colinhas, accompanied by Fabio and Luan.

Thursday being the final day, the team had an early start. We received feedback from Fabio on the initial draft, and decided to move forward with additional deep dive into assortment models. We had dinner at the CEO Richard’s house, along with his wife and son. We learned about Richard’s travel experiences, and discussed his vision about emerging technologies in retail. After dinner, the team headed back to the hotel for the final home stretch of our business plan and wrapped up around 4am.

Friday, the last day at Aramis, was quite a bittersweet experience. We started the day with our presentation with Richard (CEO), Fabio and other executives. Richard showed strong interest and agreed with most of our findings and recommendations. He showed special interests in the assortment models that we recommended and believed it could be quickly implemented. Richard appreciated the fact that we had dug deep into the entire organization, and that we understood the sentiment and culture of Aramis in such a short timeframe. Though rewarding and relieved, it was quite a bittersweet moment when we finally had to say good bye to everyone at Aramis.

Brazil Finale

For the final weekend in Brazil, we headed to Rio de Janeiro. Over the next two days, we experienced the landmarks, nightlife, shopping, and cuisine. The experience of the IBD program has been beyond our expectations and cannot be expressed in words. We appreciated the opportunity to work with Aramis while experiencing the incredible country of Brazil. The five of us also built such strong bonds during the trip that we know we can rely on each other.

Wrapping Up Our Citibanamex Experience

Written by Kim Eun, Pamela Ju, Deepak Kurien and Austin Lu

It’s been an exciting two weeks for the Haas IBD Citibanamex team!  We came, we met, we ate, we worked, and we conquered – in that order.

Meeting Citibanamex

Our main client contact, Alex West, had done an incredible job setting us up with teams all around the bank.  We had meetings with the CIO, the new head of UX, directors in the eCommerce group, and a lot of exposure to their relatively new Innovation and Digital teams. We visited their call center, the digital factory, a new smart branch, and this afternoon we will be ending our experience at the still-in-the-works Innovation Lab.

Citibanamex has been investing a lot in innovation and digitizing their experience, and they’ve seeded these teams with existing bank experts as well as recruiting from the likes of Wal-Mart and IBM.  We had a lot of opportunities to talk to them in 4-on-1s, and everyone was incredibly generous with their time and resources.  They were excited about our project and wanted to help in any way they could.

The Project

Our project: propose a new insurance product for Seguros Citibanamex, with a focus on how to execute it through digital channels.  We’ve spent these past few weeks ideating around this – specifically a product that would be appealing to women.  At the end of the day, we would go back to the hotel room and brainstorm and argue about what features would be the most important (see picture below).  We were lucky enough to have a team dynamic where we could argue with each other but never take it personally.

More than once, we came up with the only partially joking conclusion that, “Insurance is a perfect product.”  As the Deputy CEO of Seguros Citibanamex reminded us, “Insurance is a wonderfully complex product that also does a world of social good.”  We ultimately came up with a product that we very proud of: Sueños Seguros Citibanamex.  It is an investment-insurance product that helps women realize their dreams.

The Final Presentation

We presented it yesterday morning, and Alex and Gaby Galindo (Citibanamex’s head of innovation) did us the great honor of setting us up in Citibanamex’s beautiful palace downtown.  We started at 8 am in a comedor, where we were served breakfast and Gaby welcomed everyone to the morning’s events.  In addition to us, Gaby and Alex, we had 13 additional guests from the insurance team, ranging from product managers to the Deputy CEO of Seguros Citibanamex.  We could tell that we were helping to bring these two organizations together and were both honored and nervous at the responsibility.

Fortunately, the presentation went really well.  Right after we pitched the product, people began asking us questions.  At first, we were worried that it meant our product was going to be received poorly – but it soon became clear that they were all excited by our proposed innovations and wanted to work through exactly what that would look like.

At the end of the presentation, the leader of the Insurance team thanked all of us for our work and told us that every part of our product seemed feasible – except for potentially the technical components (such as our proposed insurance simulator or process flows through their insurance app.)

We were so pleased with how our presentation went – and pleasantly surprised to hear that they would continue to iterate on our work and that one day we may see a version of our product on the Seguros Citibanamex website.

The Last Days

The rest of the day was a dream: an archivist led us on a tour of the Citibanamex palace downtown, we went out to lunch with the insurance team for traditional Mexican food and were very sad to leave them at the end.  Finally, one of the team members led us on a tour of the Zocolo.  We had been there just the week before, but this experience really showed us what a difference having a local with us makes.  He made us go in buildings that we had just walked by before, and we were stunned by how incredibly beautiful these buildings were.  There was the gold-plated Post Office, with a stunning staircase in the middle that made us all gasp out loud when we saw it.

As our experience is coming near the end, we’re both excited to be going home and sad about leaving all the people we’ve met in our two weeks here.  There is the lady at the front desk who provides us all of our security badges every morning.  She asks about what we have done, and Austin entertains her with stories about eating chapulines (grasshoppers), meeting his new favorite luchador, Fuego, and driving on the streets of Mexico City.  There is Thelma, the incredibly kind administrative aid that brings us water and books our meetings, finds us rooms, and helps us when we don’t know how to handle a situation.  When we walk around the office now, we see people that we know and we stop and chat – it’s hard to imagine that we only showed up two weeks ago.

We’ve seen and accomplished a lot in the last two weeks and we couldn’t have had a better experience.

 

The Adventure Begins, Team Ananda in Bangkok

Written by Kevin Cottle, Gian Gentille, Jordan Taylor, Mike Solarz and Elspeth Ong

Lunch with fellow classmate and IBDer, Harsh.

Lunch with fellow classmate and IBDer, Harsh.

After a whirlwind week of finishing finals, packing up our apartments and saying goodbyes to our friends in Berkeley, our team of five – Elspeth, Mike, Kevin, Gianfranco, and Taylor – headed to Southeast Asia to complete our consulting project for Ananda, a premier real estate developer in Thailand.  Ananda, founded by a Haas alum, is one of the largest condominium developers in Bangkok.  We were tasked with conducting a competitor analysis and developing a growth strategy plan to help Ananda achieve its aggressive growth targets. 

Team Ananda in front of Marina Bay Sands

Team Ananda in front of Marina Bay Sands

The Adventure Begins

The team decided to take a detour en route to Bangkok and spent the weekend before our official start date in Singapore, our team lead Elspeth’s home country.  Harsh, another classmate and IBD team lead, was also in town and the two of them were incredibly gracious hosts, showing us all of their favorite Singapore hotspots.  We explored Orchard Rd, Clarke Quay, Gardens by the Bay, and the beautiful Marina Bay Sands hotel, where we took breathtaking photos of the city.  We enjoyed an incredible dinner with Elspeth’s family and a great day at Sentosa, definite highlights of the weekend.  The weekend was the perfect start to our Southeast Asian adventure and was a nice mini vacation prior to arriving in Bangkok and hitting the ground running with our client.

       Enjoying dinner with the Ong Family.

Enjoying dinner with the Ong Family.

Ananda Week 1

Our client met us in the lobby of our hotel Monday morning to bring us to the office, which was conveniently located next door; the proximity proved to be a huge blessing as we came to know the huge challenge that is Bangkok traffic.  We spent the first week introducing ourselves to key stakeholders within the company and conducting interviews to validate the work we had done in Berkeley.  We spoke to employees who had worked at other real estate development companies and pulled on the expertise of strategic business development VPs.  We made use of consumer surveys and other market intelligence research the company had conducted and incorporated all of this new information into our analysis.

By the end of the first week, we had validated our competitive analysis processes and reworked some of our strategies based on client feedback.  We had spent most of our time with our main point of contact, Khun Lloyd, who was incredibly generous with his time and went out of his way to ensure we had a proper introduction to Bangkok.  He kept us busy with lunches and dinners throughout the week, and it quickly became evident how important relationship building is to doing business in Thailand.  We had also discovered the magic of Thai massages and began planning our spa visits for the remaining time in country!

Angkor Waaaat

After our first week of work, we headed out to Siem Reap, Cambodia!  Our trip to the airport was our first real taste of Bangkok traffic and we ended up using multiple modes of transportation, running through the streets and the airport, and convincing an airport employee to help us cut the immigration line in order to make our flight.  The crazy travel experience was well worth it and we very much enjoyed our time exploring various temples in Siem Reap and hanging out at our fancy Airbnb, equipped with a pool in the living room.  We had a relaxing day on Sunday at Phnom Kulen where we swam and played in waterfalls all day.

Team Ananda in action at Ankor Wat

Team Ananda in action at Ankor Wat

Week 2

Week two began with a day of site visits to both Ananda and competitor properties.  We were impressed by our client’s showrooms and model units, which clearly stood out from their competitors.  The attention to detail and beautiful interior design made us all want to invest in Thai property!

The team contemplating purchasing some Thai property

The team contemplating purchasing some Thai property

The rest of the week was spent conducting final research and putting the finishing touches on our final presentation deck, which we presented Friday of Week 2 to the CEO and our main points of contact, Dr. John and K. Lloyd.  The presentation went well and we had a great discussion about our recommended strategies, learning that many of the workstreams we suggested were already under consideration. Additionally, we discovered our client’s passion for technology.  The team is quite visionary and frequents tech hubs such as Silicon Valley and Tel Aviv to scope innovations that could be used to improve their properties and/or work processes.

All smiles after the final presentation.

All smiles after the final presentation

Week 3

Having completed our presentation and main assignment at the end of week two, we spent week three networking and exploring Bangkok.  Our client put a strong emphasis on us using our time in country to understand Thai culture and life in Bangkok and encouraged us to use week three to gain this knowledge.  We met with another Berkeley alum, K. Paul Ark, who heads up the VC arm of SCB, one of Thailand’s major banks.  We connected with a Haas 2015 alum who started his own VC fund and learned more about his post-Haas experience and the work he does in bridging Thailand and San Francisco.  We are grateful to have had this free time to further explore Bangkok and to gain a deeper understanding of business in Thailand.  We feel spoiled to have been connected with so many interesting people and feel lucky to have spent these three weeks at Ananda.  We look forward to staying in touch with our new contacts and will see many of our Ananda contacts in August when they visit the Bay Area!

Competing with Team Indonesia’s teddy bear mall picture

Competing with Team Indonesia’s teddy bear mall picture

Exploring the old Siamese capital of Ayutthaya

Exploring the old Siamese capital of Ayutthaya

Leaving on a Jet Plane: Four Summer IBD Teams Depart for IBD In-Country Experiences

2017 Evening Weekend IBD Students

The IBD Evening Weekend MBA (EWMBA) Teams are on their way to their in-country destinations where they will spend the next two weeks working with their IBD clients before presenting their final recommendations on July 14th.  Despite only having a short 6 weeks to prepare, IBD teams are ready to start their time with their clients, face-to-face.  Teams are traveling to Harare, Phnom Penh, Mexico City, and Sao Paulo.  Are they ready?  Faculty Mentor and Instructor, Frank Schultz shares that his students “can’t wait!  They have been preparing with such intensity for their in-country time.  They have formed very good relationships with their clients via skype, google hangouts, etc, but are anxious to work directly with their clients.”

While the teams have been digging into the scope of the project and learning about their client’s industries, they have also been focusing on team dynamics.  ACT Team Lead, Praveen Settipalli is impressed with all that his team has accomplished in a short 6 weeks.  “Our team has quickly bonded and formed a trust that has helped us to divide and conquer our workload and be able to deliver what we promised to our client.”  

In addition to great team dynamics, the Team Leads must put all of team members’ skills to work.   This may be one of the hardest parts of the role, but when it is done right, it is one of the most rewarding.  Sushant Barave, the Team Lead for Samai Distillery, has found this part of the journey “personally satisfying”.   He has been working with a “great bunch of Hassies” who “in several aspects, are at a higher level of expertise in specific subject matters, than me”.  Sushant has looked to his peers to provide a “high level of expertise in specific industries and functions” and he feels that his peers “strengths have created a tremendous learning opportunity for all of us, (that) hopefully set (them) up for delivering a quality product to their client.”  

It should be no surprise that the time in-country makes the whole process more productive and manageable.  It is difficult trying to communicate via video platforms across time zones,  language differences, and cultural nuances.  Teams and clients are excited to break down those barriers and dig into their projects face-to-face.   

Team Lead, Kalyan Pentapalli, and his team are ready to get to Sao Paulo to work with their client Aramis Menswear.   With no retail experience on the team, they have had to get up to speed quickly. This is exactly the experience that they hoped to get by signing up for IBD.  “In the past month, I have learned so much about consulting and retail, more than I have learned in the two and a half years of being in the MBA program,”  Kalyan shared.  

Cambodia’s first rum distillery. Founders Daniel and Antonio grew up in Venezuela, soaking in rum culture and drinking the best rums of the world

Sushant couldn’t agree more with his classmate, Kalyan.  “I am super excited about getting to Cambodia. I feel it is all coming together.  Over the last 6 weeks, we have already been able to apply several concepts we grasped as part of our coursework at Haas. Part of our project focuses on operations, and I can see our (Berkeley-Haas) Operations Professor talking about inventory management concepts that we are trying to apply.  We are also be looking at the quality of financial statements as well as pricing and expansion which bring together the knowledge we have gained at Haas. One of the main reasons I wanted to be a part of IBD was to see how we can apply what we learned in the classroom to the real world.  This is where the rubber meets the road. In a couple of days we start to find out what works and what doesn’t in a practical setting. This is the most exciting part. In some ways, most of our work in Berkeley has been on paper and now it’s time to test it.  We are going to do that over the next two weeks.“

IBD Team & ACT 2015

This summer, two teams are working with repeat clients, ACT and Samai Distillery, and having the past IBD exposure has helped with efficiently this year.  Samai’s Co-Founder, Daniel Pacheco learned a lot from the “previous year where communication was not great before the team arrived.   It was hard for us to understand capabilities and expectations and also because things change so fast being a startup.  But with this team, we discussed these points from the very beginning and were able to have a more effective approach.”  These insights benefited this year’s Samai team and they were able to define a clear scope and identifying which deliverables would be the most useful.

Two weeks can go by very quickly and with so much to accomplish, clients and students are anxious to hit the ground running. Kalyan’s team has already presented their full day agenda and wish list for customer and stakeholder interviews to Aramis.  Fabio Davidovici, Aramis’s Strategic Planning Director, is anxious for the team to arrive so they can “have great discussions and clever insights”.  Samai’s co-founder’s goals are to get them more familiar with the business, then they will spend time gathering as much data as needed to finalize their deliverables.  “We hope these deliverables will not just be a one-off report, but tools that can be used by us to work more efficiently moving forward…it was also very valuable for us to be able to pick the teams brains about areas that might be outside the agreed scope,” shares Daniel Pacheco.  ACT’s Team will stay in their client’s home for the two weeks that they are in Harare.  Praveen says they are excited to experience the intensity and productiveness of a work and living situation.   He also mentioned that his client has a pool and so that makes the six-day work week more appealing.   

On the eve of their departure, we are excited to get all of our Berkeley-Haas students safely to their destinations and started on their team and personal IBD journeys.  We are confident in their abilities to provide their clients with valuable insights and recommendations.  As one of our 2017 Full-Time MBA Team Lead’s shared after returning from her in-country experience, “IBD really is all it’s cracked up to be.”  We expect the same reaction from our Evening Weekend MBA teams.

Team IBD Japan Takes on a Timely Issue: Media and the US Market

Tokyo, city of 20 million people

Written by Federico Alvarez Del Blanco, Diego Butrich, Kim Long, Angela Napit, and Kasey Koopmans

The US media is having a moment. According to Donald Trump’s twitter account, “the media is the enemy of the American people.” Counter to his bold-faced claim, a recent AEI report found that the majority of registered voters do *not* think the industry is their enemy. That being said, confidence in the news is eroding and has been for many years in the US.  While conducting our own interviews, we found again and again that people are worried about bias and hungry for news sources from outside the American echo chamber, especially after the most recent election.  

Media drama isn’t confined to the US. The industry at large is in the midst of an identity crisis. Today’s digital advancements mean that anyone can be a journalist and anyone can share information freely on the web. Free news sites and aggregators have made the new generation believe that news should be free and have made the future of paywalls and ad-based models far from certain.

Tokyo subway transit: In both cases, silence was king.

Tokyo subway transit: In both cases, silence was king.

Enter Nikkei Asian Review

Tokyo subway transit: In both cases, silence was king.

It is against this tumultuous backdrop that our team partnered with Nikkei Asian Review (NAR). NAR is a subsidiary of Nikkei, a company that has been around for nearly 150 years and circulates the most read widely business newspaper in Japan. In 2013, NAR was launched as Nikkei’s new English language product – a weekly magazine and online news source specializing in in-depth, Pan-Asian coverage of business and financial news. In order to bolster its international brand, Nikkei also made the bold move to purchase the Financial Times in 2015. All of these elements (Nikkei heritage, FT expertise moving in-house, increasing need trustworthy news) put NAR in a promising position. Our project was to help NAR tap into one of the most lucrative English-speaking markets and explore their potential in the US. How should NAR position itself in the US? Who is their target audience? And how will NAR connect with and market to that audience?

The team (with client lead, Asuka), the office, and the imperial palace (behind)

“Tell me about the last time you read the news”

Since our project was focused on strategy for the US market, the bulk of our field work was based out of our Berkeley home. The first mission was to capture as much information as we could about competitors and their marketing strategy in the US (screen shots on screenshots!). The second mission was to conduct in-depth interviews. Our 30+ completed interviews focused on 1) gathering expert opinions from journalism professors and professionals and 2) consumer news reading habits from target respondents.  Armed with a more refined understanding of the media industry, its challenges, as well as its readers and their evolving needs, we hopped on our 19-hour flight to Tokyo.

The team that dines together, thrives together: 1st lunch with NAR team in Tokyo

Konnichi wa, Tokyo!

A few days after our final exams, Team IBD landed in Japan. Our first observation: for a city of 20 million people, it is remarkably quiet, clean and orderly. Even the public transport smelt of perfume (BART isn’t hard to beat)!  In our Day of Arrival presentation, we shared our preliminary findings and laid out the work for the weeks ahead. What struck us most that first day, was how invested the entire company was in supporting us.

Team IBD Japan with a few visiting Haasies at the Shibuya “scramble”

Designing a strategy

Over the first week, NAR put their project commitment into action. Our calendars were filled with meetings, ranging from representatives from the editorial and marketing teams to the Financial Times. With each meeting, we zeroed in closer on where NAR stood and what they could leverage in approaching a new market.

Combining what we had learned in-country with our in market research, we presented a detailed overview of NAR’s competitors and how they stacked up against NAR along various dimensions at the end of the first week. During the second week, we focused our efforts on defining the target reader.  Based on our consumer interviews and the powers of post-it collaboration, our team refined 3 key personas we recommended NAR to target.  

Teammates Angel, Diego and Kim brainstorming tactics (note bag of Kitkats, a key ingredient to team success)

Grand finale

Coming into the final week, we finally brought all the pieces together and constructed our recommendations. Our final presentation took place on our final day in the office. It was widely attended by ~45 people, including the editor in chief and other senior leaders. We were thrilled to receive their earnest engagement in our final discussion. They promised that when we visit NAR in a year’s time, it will look like a whole new organization.

IBD Japan – Flash Mob (public stretching)

When we gathered for a team drink post-presentation, we all agreed: best IBD project ever (note: unadulterated bias). When not absorbed with the fascinating problem we were helping solve, Japan showed us a helluva good time. From wondrous meal after wondrous meal to kabuki theater to strikingly beautiful temples and shrines, Japan’s charms wouldn’t quit. We all spent the three weeks with anime-inspired stars in our eyes. Amidst all the adventures, the highlight for us all was the karaoke. We did it all for the karaoke.

Dari Kita, Untuk Kita – From Us, For Us

Written by: Mackenzie Cooke, Anne Kimberley, Tyler Owens, Karin Schmidt and Nony Onyeador

A poem by esteemed poet, Annie Kimberley:

In the dark of night, we wake and depart,

For beating a long commute, we need this jump start;

The worst traffic in the world by far,

Hard to fathom the hours spent in a car.

At last we reach the end of the road,

Sleepy out of the van we all unload;

A punch of pizzazz wakes us with a start,

The crowd is dancing with all of their heart.

The Zumba class is full of women,

In neon outfits- what a vision!

Their dance moves put us to shame,

We couldn’t keep up with their game.

“Hi guys, tomorrow, we’ll be leaving from your hotel at 4:30 AM in order to get on the road to Bandung. Will you be awake?”

There’s seems to be little choice in the matter. Our team is scheduled to attend one of many community events that Diamond Fair puts on in the neighborhoods around their ten existing Diamond Fair stores. The stores are a part of a recent retail initiative launched by the manufacturer, Diamond Cold Storage’s distribution company, Sukanda Djaya. The stores, together called “Diamond Fair” work to complete a trilogy of vertical integration that few companies have the luxury of pulling off profitably. In order to make the morning event on time, we have to beat the infamous Jakarta traffic.

17:00, Thursday, May 18th

“Actually, we have to meet the rest of the team for breakfast at 4:30, so please be ready at 4:00 AM and we will drive over”.

No problem at all. Up to this point, we have only been on-site for four days and are acclimating slowly to the 14-hour time difference. Our gracious client has put us up at the Harris Hotel in Bekasi, a city about an hour outside of the industrial park that houses PT. Diamond Cold Storage. Bekasi is about an hour from the capital city, Jakarta.

Team Diamond Fair's Family Photo

Team Diamond Fair’s Family Photo

The Harris Hotel is attached to a mall, so we learn to entertain ourselves in the evenings at one of the nightly concerts or with strolls around the four-story building. A group of us take to trying new restaurants while the others spend an hour in the gym. By the end of our trip, we see the mall/hotel as home and commemorate our stay with a team photo shoot filled with silly, Awkward Family Photos at a professional portrait store in the basement.

4:15, Friday, May 17th

One of our client colleagues, Nurdin, picks us up from the hotel. We usually spend our car rides playing dice or Batachelli but none of us are in the mood at this hour.

4:35, Friday, May 17th

The client has picked up quickly on Mackenzie’s love of coffee and they decide to stop for breakfast at a 24-hour Starbucks to kick off our journey. The 12 of us pile into the quiet Starbucks for coffees, pastries, and yogurt. Looking outside, hundreds of cars, vans, and trucks are already backed up for miles on the highway bordering the Starbucks.

We are fascinated, but only slightly. Within the week that we’ve been there, we learn that at least half of the 12-person Diamond Fair team is traveling more than 2 hours each way to get to work. The new infrastructure projects commissioned by Indonesian President Jokowi exacerbate the traffic, but will hopefully provide respite via two elevated train lines within the next few years.

Diamond Fair's mobile truck

Diamond Fair’s mobile truck

5:00, Friday, May 17th

By 5:00 AM, we’re on the road again, heading to the “Paris of Indonesia” otherwise known as Bandung. The nickname is a reference to the fact that most “Made in Indonesia” tag items are manufactured there. As a result, the city is filled with outlets and factory stores for excess clothing from brands we know well.

7:00, Friday, May 17th

We park and walk into a concrete clearing behind office buildings to find the first event already underway. Diamond Fair is one of the sponsors for one of the city appreciation events. The event is a sports day and Diamond Fair’s mobile truck selling ice cream, juice, milk, and several other products already sits gleaming on the sideline. A large crowd forms around the truck and they sell more than 75 transactions within the hour.

Mackenzie holding a beautiful baby

Mackenzie holding a beautiful baby

A small group of men asks for pictures with us, and it sets off a flurry of photo shoots that culminate in a woman handing Mackenzie her new-born baby for a sweet shot.

9:00, Friday, May 17th

We make it to the town of Cimahi where the most profitable Diamond Fair store sits. We have planned a focus group discussion and begin preparing the office. From 10 AM to 12 PM, we see over 30 customers and non-customers asking a slew of questions about their shopping habits, experience with Diamond Fair, willingness to order online and more. The focus groups are especially eye-opening because we have so many preconceived notions about buying habits from the United States that are completely different in Indonesia. The average Indonesian grocery shopper is likely a matriarch and is completely driven by price promotions. They will travel well out of their way just to save a few cents and are especially agnostic to ordering online despite the time and cost of travel. We also meet several small business owners who make a good starting base for a potential subscription delivery service idea that we are considering. Both reference community and referrals as a major way that they learn about offers and new stores. Their answers validate many of Diamond Fair’s PR and promotion strategies.

Consumer Interviews

Consumer Interviews

13:00, Friday, May 17th

After FGDs, we grab lunch and try eating the traditional meals with our hands for the first time as Indonesians would. The team orders us a buffet of items, chicken, several styles of fish, sautéed vegetables, and a couple tofu and tempeh options for Annie, the vegetarian of our group. The food is delicious and we wrap it up with coconut waters straight from the fruit.

15:00, Friday, May 17th

After lunch, we head out to a “CompShop”, shorthand for a competitor shopping exercise, to observe what other grocery chains are doing. This includes how they display and promote items, what their loyalty programs entail and where Diamond products are positioned. It takes two hours to get to our first grocery story and we are astonished to find out later that it is only a couple of kilometers away.

19:00, Friday, May 17th

Two CompShops and several hours later we head to dinner at a fancy restaurant overlooking the water. Here we would have one of the very rare occasions on the trip, in the majority-Muslim country, to drink alcohol.

Around 10:30 PM after lots of laughs and a full stomach, we are happy to head back to the hotel for the night. Tomorrow is another early wake-up call.

6:00, Saturday, May 18th

We begin driving back to the Diamond Fair Cimahi store, this time for a community Zumba event.

7:00, Saturday, May 18th

As described in our poem, the Zumba event is filled with high energy and great music. Over 20 men and women of all ages hustle alongside an instructor cloaked in matching black and blue sweat suit emblazed with the word, “Zumba”. In fact, everyone is dressed for the occasion with a couple of women looking almost like superheroes with their neon outfits and matching headscarves. An exuberant woman dressed in a baby blue and pink sweat suit pumping effortlessly to the music in the front encourages the crowd with loud, passionate calls to move and get into the music. It is unclear whether she knows the instructor or is simply a good Samaritan, but she makes all of us smile with excitement.

Karin, Mackenzie, and Annie join in for the workout and Tyler charms with a couple of moves of his own.

Zumba

9:00, Saturday, May 18th

The final event of the weekend is a cooking demonstration led by PR Head, Indri. She shows the women how to make Eggs Bolognese with Diamond branded items and then lets them try it with some Diamond-owned Jungle Juice. The women enjoy the event and once again we are impressed with the reach and attendance of each event. After all, only one store has been open for more than seven months. The events show how dedicated Diamond Fair is to making their B2C strategy work and it helps drive us more to create the best recommendations for the Indonesian context. Plus, we have a lot of fun.

12:00, Saturday, May 18th

Cooking demonstration

Cooking demonstration

We pile into the car for the long journey back to Bekasi. It has been quite the weekend, but these two days make us feel more knowledgeable than ever about our client and their business. We’re happy to have been a part of it all.

All Around the World; IBD Teams In-Country

Written by:  Danner Doud-Martin, Assistant Director, Operations for the IBD Program

When I introduced myself to the Full-Time MBAs on their first day of class for the Spring IBD program, I told them I wanted to either be the sixth member of their team or be stowed in their suitcases.  There wasn’t a team I didn’t want to join as all 16 were going to work with great clients, on impactful projects, and in amazing destinations.  Now that our IBD students are scattered all over the world and sending photos and updates from their first weeks in-country, I am of course envious, but also proud to be a part of a program like IBD.  I am living vicariously through our Haas students as they have experiences that perhaps will change their lives, or at least make these next three weeks incredibly exciting.   

Team YGA having breakfast on Bosphorus river

Team YGA having breakfast on Bosphorus river

Teams tell us that they have been welcomed by their clients and the other members of the organizations with warmth, appreciation, and support.  They have enjoyed delicious local cuisine, been invited to people’s homes and seen the local sites.  They have toured crane factories, hospitals, warehouses, and flower markets.  Teams have scrubbed up and witnessed eye surgeries in Peru, been included in their client’s internal pitch meetings in Shanghai, and invited to lunch by the Prime Minister of Uganda.  They have been featured on local Turkish television and have conducted 3-hour design workshops for university students in Uganda.   

Team Seva before going into to witness a surgery in Peru

Team Seva before going into to witness a surgery in Peru

Importantly, they have learned more about their client’s needs: “One interesting thing that we have realised in our first 2 days is how much more we know of the business and the internal politics behind our client by just being here; which is something not very clear when you are sitting that far away,” shared one Team Lead.  There is an opportunity now to “fill in our gaps in knowledge through the interviews, market visits, and retail store visits we have scheduled over the next several weeks. We look forward to the rest of the trip!” shared the Agripacific Team.  IBD Teams also feel more connection to the client’s objective and how important the project outcome is to their client.   “It is most exciting to be on the ground here and feel the immensity and importance of the work that our client does,”  shared Blakey Larson, IBD Team Lead for Civil Right Defenders.  IBD teams also see where and how they can add value.  Team Lead, Harsh Thusu said of his project, “we are most excited about helping the accelerator in this interesting journey as they are at a crucial stage of their operations and our recommendations could bring great value to them to tap into the US market with a sustainable business model.”

Team ElectroMech Team ElectroMech with crane

Team ElectroMech

On their first day in-country, IBD Teams gave a day-of-arrival presentation, updating their clients on their findings to date and outlining their 3-week work plan leading up to their final presentations.  Teams felt good about their presentations and expressed how “engaged their clients were.”  They appreciated the collaboration, feedback, and lively discussions.  Carolyn Chuong, Team Lead for Team Makerere said that their clients were “very enthusiastic and also helped us refine our Theory of Change for the Center and think through private sector needs.”

Client’s have already shared accolades about their Haas IBD team members.  Khamisi Masanje, from Makerere University, said:

“This team is exceptional. They are very innovative, articulate, friendly and professional. The team has the right blend of skills because everyone is so good at what he or she does while at the same time, everyone is working as a team. The testimony from our Makerere students, who attended today’s design workshop led by the IBD Team, were so amusing.  I like the natural blend they are having with our students, staff and the general population of Makerere.  We shall surely miss our Haas students when they leave”.

YGA’s Sezin AYDIN said of Team Lead Chelsea Harris’s performance at their press conference, “Chelsea has done a great job, you

Team Ananda

can see how clearly she conveyed her messages, in a calm yet positively energizing way.  We are very happy that we had a chance to offer this kind of experience to our team and very glad that we represented YGA & Berkeley and the mission we serve together in science center project the most beautiful way possible”.

My favorite compliment was from Makerere’s Charles Baguma who said, “I think we got a high-flying team from Berkeley”.  In my opinion, Mr. Baguma’s comment resonates with me because Team Makerere and all of the other 15 Full-Time IBD teams are exceptional.  Based on their photos and comments, all the teams feel they are flying high right now.  Is it because of the incredible opportunity to work internationally on a consulting project? Is it because of the impact that our students are making on the company and the region or the bonds that are being formed between team members as they share this incredible journey? Is it the beautiful places they are visiting and the culture that they are experiencing? It is all of the above and more!  

You can enjoy their adventures by friending us on Facebook at bit.ly/facebookibd.  Each week we will post a blog written by each IBD team highlighting their experiences, and our first one written by Team Makerere can be found here.   You can also subscribe to our blog by going to bit.ly/ibdblog.

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Evening Weekend IBD Program Kicks Off

EWMBA IBD Students

While the Full-Time MBA (FTMBA) program is at the end of their engagement with IBD, 18 Evening and Weekend MBA (EWMBA) students kicked off their IBD experience on May 14th.  This is the 6th year that the course has been offered to EWMBA students and although the program is very similar to the FTMBA course, there is one significant difference: time.  The summer program has much less of it overall, as students only have seven weeks of instruction and two weeks in-country working with clients.  EWMBA Teams are also made up of 4-5 students and led by a Team Lead, who is a classmate but unlike the FTMBA Program, the EWMBA Team Leads don’t have the additional weeks to work with their client to build rapport and gather intel on their project before their Team Members join the project.  Instead, they have to jump right into the process and establish themselves as a lead of their project to their client and teammates.  When asked about his strategy for being a Team Lead at this point in the process, the Samai Distillery Team Lead, Sushant Barave said:

Team Aramis

“Although we are at a very early stage, I am realizing how amazingly competent our team is. In a way, this makes my job as a team lead quite easy! I hate to call it a ‘strategy’ because it really boils down to keeping things really simple at this stage – having open communication, a structured approach to understand and address client’s needs, and making sure that all of us are having fun in the process!”

This is a sentiment we hear often from Team Leads in both the FTMBA and EWMBA programs.  The Aramis Menswear Team Lead, Kalyan Pentapalli shared, “I have a very experienced team and sometimes it feels intimidating leading three third year students, but they have been gracious enough to let me set an example and lead.”

Lead, motivate, organize, delegate, and manage work streams is what our EWMBA Team Leads will do as they prepare to go in-country on July 1st.  It’s a quick turn-around and with full-time jobs and other obligations, it is a lot to manage.   “It has already been great working with the team, and we are getting familiar with each other’s working styles. Given our crazy schedules collectively as a group, we have also been open to calls ranging from 7 am to 11 pm – this goes to show the flexibility and commitment from the team members”, shares Barun Mazumdar, a member of the Aramis Team.

Many students come to Haas because of the opportunity IBD gives them.  The Team Lead for ACT,  Praveen Settipalli, was determined to take IBD before he graduated despite having a new baby and starting work at a startup.  He heard first-hand experiences about IBD from his classmates and he, like so many others, felt he could benefit from the opportunity to work on an international consulting project.  “As a product manager, IBD will help me renew my core-consulting skills of framing the problem, lead a diverse team to formulate the strategy and obtain resources for successful execution. Doing this in a different industry/culture with a team of amazing Haas MBAs will also teach me how to lead across diverse environments. Personally, the IBD structure would allow me to embrace uncertainty and openness and immerse myself in a new environment. I also hope to reflect on my current environment and leadership style while at the client location and come back not just with awesome solutions for the client but also unforgettable memories and experiences.”

Team Samai

Frank Schultz, the Instructor and Faculty Mentor for the EWMBA program is confident that his students will be able to balance all of their competing priorities to find personal and professional successes from their IBD experience.   “I have been teaching the EWMBA IBD program since inception and every year I appreciate how much my teams dedicate themselves to their client and projects to provide true ROI – despite their day jobs and their families.  I have no doubt that this year’s students will work very hard and like every year, they will enjoy getting a taste of consulting in a global setting.  They will undoubtedly come back from their two weeks in-country with new perspectives, tools, and confidence to try different approaches.”

Teams will travel all over the world this July.  Praveen’s team will work with a social enterprise that provides entrepreneurship training and mentorship to young Zimbabweans and Sushant is taking his team to Cambodia to work with a rum distillery start-up.  We have one team that will travel to Mexico to work with a consumer and corporate financial services company, and Kalyan’s team will work with a privately held 20-year old menswear retailer in Brazil.  We are confident that these EWMBA students will have unforgettable and invaluable experiences.

Team ACT

Tackling the Youth Skills Gap in Uganda: An Update from Makerere University

Written By: Team Makerere, Hans Klinger, Elizabeth Foster, Matthew Hamilton, Jeannie Valkevich, and Carolyn Chuong

Our sweet ride while in Kampala that we affectionately call the “Mute-mobile” (our IBD team is creating the strategic plan for the Mutebile Center at Makerere University)

Our sweet ride while in Kampala that we affectionately call the “Mute-mobile” (our IBD team is creating the strategic plan for the Mutebile Center at Makerere University)

We arrived in Uganda around midnight, which meant we needed to wait an extra day to see the bright blue sky, rich red clay, and lush green foliage of East Africa. However, what we didn’t have to wait for were the bright smiles of the welcoming Ugandan people. Charles, one of our clients at Makerere University, was awaiting our arrival with a Berkeley baseball hat, personalized sign, decaled car, and a grin ear to ear. This would become standard during our first week in-country, when we would meet Makerere students, university professors, the Governor of the central Bank of Uganda, the Prime Minister, and many others.

Our team is working specifically with the Makerere University Private Sector Forum (PSF), which was established 11 years ago as a public-private partnership in the country’s largest and most prestigious university. The Forum’s mission is to bridge academia and the private sector to foster socioeconomic development throughout the country. It’s now launching a new center, for which our IBD team is creating the strategic plan, that will address the youth skills gap in Uganda.

Jeannie Valkevich demonstrating how to create a journey map

Jeannie Valkevich demonstrating how to create a journey map

Before arriving, and continuing into our first-week in-country, we’ve conducted over 50 interviews across what our client calls the ‘trinity’: Academia, the Public Sector, and the Private Sector. Part of the process was understanding the student perspective and, in particular, their pain points as they enter the workforce. To that end, we carried out a design thinking workshop for 23 students, led by our team’s former rockstar teacher (and timekeeper connoisseur) Jeannie. After a silly icebreaker that involved some pretty embarrassing dance moves on our end, we asked students to draw out their “journey maps.” Students mapped out the high points when they felt encouraged and confident about the career development process, as well as low points when they felt confused or discouraged. Given that the students were overflowing with ideas Jeannie had her work cut out facilitating the group discussion.

Matt Hamilton showing off his flawless dance moves during the icebreaker

Matt Hamilton showing off his flawless dance moves during the icebreaker

The workshop really started to get rolling after the break. Four groups of students, each paired with one IBD team member, began to ideate on potential programming for the new Center. After diverging, we encouraged students to converge around an agreed upon set of programs. The groups came up with a number of creative ideas–everything from a student-run farm, to a marketplace to share student ideas with the private sector, to a cross-faculty idea sharing platform. The groups then presented their ideas and recommendations (Shark Tank style) to PSF leadership. And they weren’t shy about asking questions or challenging each others’ proposed programs. As we closed out the session, we had to cut off half-a-dozen raised hands and ask them to keep the conversation going after the workshop. It was pretty inspiring to see how much energy the students had at the end of the three hours. One of the PSF staff members Patrick remarked afterward, “Our students often feel like their voices don’t matter–they were so happy to have their perspective considered.”

Hans Klinger working with the students as they begin to converge on a program idea for the center

Hans Klinger working with the students as they begin to converge on a program idea for the center

After wrapping up the design workshop, we headed over to the Parliament of Uganda to meet with the Prime Minister, Dr. Ruhakana Rugunda, who just happens to be a Cal Alum. Dr. Rugunda has been a staunch supporter of this new center at Makerere University from the start. Before getting down to business, he was eager to hear which states in the U.S. we hailed from. He was back on campus just a few years ago for a class reunion, which I’m sure made some of his classmates feel unaccomplished. Apparently, Berkeley hasn’t changed much since 1978. He also mentioned there was an East Africa Berkeley reunion in Kampala just a few months ago–pretty cool knowing there’s a Cal Bears community in this part of the world. Before heading out, we gave Dr. Rugunda a Cal pennant as a gift, which we’re sure certain he’ll hang behind his desk, right next to the flag of Uganda.

Left to right: Jeannie Valkevich, Matt Hamilton, Khamisi Musanje (Makerere University), Dr. Ruhakana Rugunda (Prime Minister of Uganda), Carolyn Chuong, Beth Foster, and Hans Klinger

Left to right: Jeannie Valkevich, Matt Hamilton, Khamisi Musanje (Makerere University), Dr. Ruhakana Rugunda (Prime Minister of Uganda), Carolyn Chuong, Beth Foster, and Hans Klinger

More to come from Kampala soon!