Freedom with Responsibility. Trust. Excellence. Commitment. Authenticity.

Clearsale-picture-1Written by Anna Braszkiewicz, Reginald Davis, Anik Mathur, Risa Shen and Nolan Chao

Freedom with Responsibility. Trust. Excellence. Commitment. Authenticity.

These were among the ten core values that our IBD client, a Sao Paulo based tech firm, harbored as a part of their organizational culture. In our first week in-country, we sat down with the client’s People Development Manager to learn more about these values and why they were so important to the organization. Our team was impressed by how much our client emphasized the principle of “professional-in-a-person”—the concept that a professional career is oftentimes a large part of a person, but that people tend to separate the two once they are in the office. As a result, our client’s organization also wanted to cultivate the “person” and ensure that employees could truly be themselves. There were many affinity groups across the organization—ranging from video games, music, crafts, dance, and writing—to breed this personal development.

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Our client’s People Development Manager walks us through their organizational culture.

IBD is no different with respect to a “professional-in-a-person”. Throw five Haas MBAs together in a conjoined Sao Paulo studio apartment for three weeks in a country they’ve never been in, and add a management consulting project for an international client on top of it—the two worlds are bound to intersect! So today, we’ll tell you about a typical day of our life in Sao Paulo—as both a professional and a person.

Although June is actually winter time in Brazil, the weather is still quite pleasant. I’d usually start my day off with a short run through the city on Avenida Paulista — often described as the “5th Avenue” of Sao Paulo. It’s filled with stores, museums, and cafes, and is one of the most bustling streets in this massive, sprawling city. It was a fascinating way to see the street art and architecture that Sao Paulo is well known for. In the morning, the team would all cook a light breakfast together and then take a cab to the company office.

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A mural depicting Avenida Paulista near our apartment; the building with red pillars is the Sao Paulo Museum of Art.

It was then down to business when we arrived at the office. Our project was scoped towards market entry selection and implementation. Our client had recently expanded to a new office abroad and was looking for further opportunities to harbor their international growth and capitalize off of their new location. Once we arrived on-site, our day would often start with an internal interview, ranging from Sales to Marketing to Product.

We would also talk with agencies helping to

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An Avenida Paulista building decorated as a basketball hoop during the NBA Finals.

coordinate the Foreign Direct Investment activities for both Brazil and our target country markets. These officials were great resources in underlining the importance of differences in business culture, and providing information about location strategies, business regulations, and trade patterns. It was great to hear multiple perspectives about internationalization strategy to test our hypotheses en route to our final recommendation

One of the big cultural differences our Haas classmates had told us about for Brazil was that lunch is a big deal! Lunches often are over an hour long, and the city is full of lanchonettes (“snack bars”) and “pay-per-kilo” buffets to fulfill your culinary desires. Some days were more special than others; Wednesday, in particular, is known for serving feijoada—a hearty Brazilian stew made with black beans, beef, pork, and sausage and typically served with a huge plate of rice.

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The Sales, Marketing, and Intelligence teams gave us a very friendly welcome during our first week in the office!

After that, we’d synthesize our insights from the morning and seek further market research on foreign markets and the industry statistics within those markets. A large focal point for us was combing through multiple research sources to derive the correct data insights. The client’s industry featured a host of white papers and information, but oftentimes had contradicting points—a large part of our role was to carefully verify the data. Finally, after hours of research, it was time to head home!

After riding home through the hectic Sao Paulo traffic—sometimes up to an hour long—we’d either make a group dinner in the apartment or go out and try a restaurant in Sao Paulo. Another common culinary delight in Brazil is a churrascaria, or steakhouse. It would typically be served rodizio style “all you can eat”. Talk about a filling meal!

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…Complete with team member Reggie Davis being tossed up in the air!

After dinner—if the rodizio wasn’t enough to send us to a food coma—we’d relax back in our flat—catching up with friends from home, watching Netflix, playing cards, or relaxing on the rooftop pool of our apartment. Before we knew it, it was time to sleep and get ready for the next day’s journey. Bon noche! (Good night!)

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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.

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.

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

Updates from IBD Brazil – Team Sony PlayStation

Consoles, Caipirinhas and Coxinhas: Our Journey through Brazil

Steve Boogar, Andrew Hill, Amanda Ogus, Caitlyn Toombs

Greetings from Sao Paulo, Brazil! We have had an action-packed three weeks here working hard and playing hard for Sony PlayStation Brazil’s office. For our project, we were tasked with understanding gamer motivators and the gaming market in Brazil (vagueness of description based on our comprehensive NDA we signed prior to arrival :-).

First day at the new Sony PlayStation-Brazil offices (with a not-quite-to-scale map of South America/Brazil behind us. L to R: Caitlyn Toombs, Amanda Ogus, Andrew Hill, Steve Boogar

First day at the new Sony PlayStation-Brazil offices (with a not-quite-to-scale map of South America/Brazil behind us). L to R: Caitlyn Toombs, Amanda Ogus, Andrew Hill, Steve Boogar

Working Hard

In our first two weeks, we went to the streets (literally) to try to understand in person what we had been researching for the last 5 months. From taxes to currency issues, Brazil’s market has different problems to tackle for all economic goods. Add to that a relatively recent formal Brazil PlayStation presence (2-3 years) with a savvy Brazilian consumer used to asking many questions and researching many price points. As a result, between physical market and custom differences, it was important for us to see the stores ourselves and talk with as many people as possible.

We started with a whirlwind tour of their Retail channels. PlayStation games and consoles are sold in many different types of stores – big to small, electronics to general, malls to street kiosks – and each targets a slightly different consumer. PlayStation takes pride in making the buying experience easy and interactive, with clear descriptions of games and in-store staff properly versed on the eccentricities of all game features and sales data.

The team analyzing the PlayStation shelf with one of the Sony promoters

The team analyzing the PlayStation shelf with one of the Sony promoters

Besides just observations, we conducted many interviews with all levels of stakeholders. We chatted with store managers, Sony promoters and customers to gauge what the shopping experience really felt like and where the pain points lay. With the help of our trusty translator/guru/promoter guides Henrique and Eduardo, we got a rich understanding of the market and heard many salient insights (many of which complemented and reinforced others).

In addition to in-store visits and meetings, we also held a night of focus groups and gamer observations to dive deeper into our target market. It was fascinating to hear from Brazilian gamers and see their passion for PlayStation in person.

Focus Group of PlayStation gamers

Focus Group of PlayStation gamers

Gamer Observations with live PlayStation

Gamer Observations with live PlayStation

PlayStation loves Brazil and Brazil loves PlayStation! (L to R: Leo Zuppiroli - our fearless in-country leader; Amanda Ogus; Heber - fanatic PlayStation gamer; Andrew Hill)

PlayStation loves Brazil and Brazil loves PlayStation! (L to R: Leo Zuppiroli – our fearless in-country leader; Amanda Ogus; Heber – fanatic PlayStation gamer; Andrew Hill)

Of course, no Haas project would be complete without a PFPS post-it map, and we did plenty pulling together our final deliverable!

Clustering and name for our final report

Clustering and name for our final report

 Playing Hard

As the team lucky enough to work with PlayStation, we found that play was very important in all elements of our work. Sony Brazil’s team does a great job of mirroring the passion for the company and the product. Everyone in the office was ready to answer any and all questions we had on the interface, favorite games and other technicalities of gaming that some of our team had little to no experience in (cough Amanda and Caitlyn). Therefore, a big part of getting up to speed for us was testing out the games!

Drew, Caitlyn, and Amanda working hard to get up to speed on their product offering

Drew, Caitlyn, and Amanda working hard to get up to speed on their product offering

Of course, being in Brazil, our play was not only limited to our product. Our amazing host, Leo, gave us on a whirlwind tour of the best culture Sao Paulo had to offer! We had our fill of caipirinhas (delicious fruit cocktails usually made with cachaça, a local liquor – the team’s favorite flavor was passion fruit!), coxinhas (fried deliciousness shaped in triangles stuffed with cheese and chicken, usually) and lots of choppe (draft beer).

Leo and the team enjoying caipirinhas and coxinhas at Veloso Bar, one of our favorite places in Sao Paulo

Leo and the team enjoying caipirinhas and coxinhas at Veloso Bar, one of our favorite places in Sao Paulo

We also took time to explore the city by walking to parks, visiting museums and shopping for Havainas, Brazil’s popular sandal maker!

A view from a run through scenic Ibirapuera Park - a hidden oasis in the big city

A view from a run through scenic Ibirapuera Park – a hidden oasis in the big city

We also explored outside of Sao Paulo for a weekend in Rio! Rio was just as great as everyone described – beachy, bustling and colorful. From site-seeing at the Corcovado to enjoying feijoada with some locals (thanks to a fellow business school classmate, Grace, for the intro!), relaxing at the beach to running up the Escaderia Selaron stairs in a brief rain shower, Rio did not disappoint on our last weekend in Brazil.

The amazing Corcovado in person - apparently we weren't the only people interested!

The amazing Corcovado in person – apparently we weren’t the only people interested!

Escadario Selaron stairs – just as beautiful and colorful in person, even on a rainy day

Escadario Selaron stairs – just as beautiful and colorful in person, even on a rainy day

Our combined Haas IBD teams together in Rio!

Our combined Haas IBD teams together in Rio!

Overall, our team had a very enriching and enjoyable three weeks in Brazil, and we thank the IBD staff and our friends at Sony for all they did to make this happen!

#brahaasil

#brahaasil

Updates from EWMBA IBD – Team KIDU in Brazil

Renata Bell, Milan Lee, Roger Pai, and Paul Roberts are part-time Berkeley-Haas MBA students who had the opportunity to advise KIDU, a Brazilian Education Technology startup in Sao Paulo, on potential go-to-market strategies. Combining their diverse professional experiences, the four MBA team members proposed a solid recommendation for KIDU, through insights generated from seven weeks of interview, research, and design thinking.

Despite lost luggage and sleep deprivation, our first day in Brazil was amazing. We went straight to the market to sample the food and coffee, and were immediately welcomed by the warm Brazilian helpfulness. Before the trip, we had been warned of robbery, violence, and kidnappings in the surrounding São Paulo area, but that was not our reality. Although our hotel and KIDU office were in a nice neighborhood, we never had any trouble venturing out of the neighborhood.

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Our first meeting with KIDU over delicious Brazilian style pizza

We were greeted by our hosts on the first evening. They were incredibly nice people and took every opportunity to share their favorite places to go and best places to eat with us. Brazilians love their food, and Paulistanos (San Paulo residents) regularly flock to their favorite restaurants. On the subsequent work days, we had the opportunity to meet the rest of the KIDU staff and interviewed them regarding their teaching experiences in Brazil. The KIDU staff had an infectious enthusiasm for life and teaching that we’ve never seen before.

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Meeting with other KIDU staff and teachers

During our first week, our hosts arranged a series of K-12 school visits and cultural activities for us. One of the most impactful experiences was when we visited Jardim Angela, located near São Paulo.  During the 90’s, this area was considered one of the most dangerous places in the world by the United Nations.  The area is much safer now and currently has 400,000 residents. We met up with our NGO contact at A Banca who generously showed us around the favela. Our impromptu interviews with a group elementary school aged students, who were playing soccer barefoot, allowed us to realize how the underprivileged kids share the same curiosity as kids coming from better socio-economic background.

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Kids at Jardim Angela sharing their stories with a KIDU staff; the favela is in the background 

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The Haas team with NGO A Banca

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Another cultural visit: Haas team at one of the Sao Paulo stadiums

In the weekend between our two-week project engagement, we were fortunate to visit Rio de Janeiro for sightseeing. Coincidentally our trip aligned with the World Cup final between Argentina and Germany that was being played in Rio. The whole scene was chaotically filled with Argentinean fans chanting the rivalry song, Credence Clearwater Revival’s “Bad Moon Rising”.  We almost lost one of our team members to a group of Argentinians; as we were leaving the restaurant after a dinner, Roger was hoisted above the Argentinian fans to be transported to the next bar for party. Despite the craziness, the fans released Roger, and we were able to proceed with the rest of the itinerary to visit Lapa (the nightlife district), Sugarloaf Mountain and Copacabana beach.

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View from Sugar Loaf Mountain at sunset

The second week was intensive as the Haas team worked in “Brazilian hours” to converge all insights and finalize project recommendation. Brazilians generally work long hours and dinner often takes place around 9pm. The Brazilian stereotype for their love of beef is no exaggeration, but they also have excellent seafood, cheese, finger food, and juices. It is typical to have coffee after lunch and sometimes after dinner; however coffee is usually in the form of an espresso shot rather than the large cup of coffee that Americans are used to.  We enjoyed fresh squeezed juices every opportunity we got—our very favorite was the superfood Acai.

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Delicious meal of Bahia (South of Brazil) cuisine

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Haas team working on a late night to prepare for final presentation

On a final closing note: The four Haas team members were from different cohorts, classes, and backgrounds that interacted mainly only over the phone prior to this trip. Being thrown together day-and-night for two weeks is a crash course in learning how to compromise and work effectively together. We each quickly learned to be patient with each other’s eccentricities but also discovered new things about each other that brought us closer together. We ended this trip genuinely caring for each other not only as classmates, but close friends who experienced a unique experience together.

 

Team São Paulo!

EWMBA IBD “São Paulo” is Archana Prasad, Sanat Kamal Bahl, Sireesh Potireddy, and Eileen Treanor. The group was paired with a public Brazilian Software Company to help with an M&A project.  We were based in São Paulo for the two weeks.

Bon gia, Bon gia! First there were four, then there were three and at the last-minute due to the unfortunate events at SFO there were nearly two.  The Team lost Archana to unfortunate Visa issues, meaning she wasn’t able to travel to Brazil and Sanat was delayed with the events at SFO, but thankfully made it in time for Team São Paulo’s first day and presentation to the CFO and direct reports.

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The presentation went well even when the CFO asked us to do additional analysis and provide an updated presentation within 30 mins. It was interesting exploring the office, work environment, and culture.  They work long hours here, and there are banks of coffee machines to keep everybody going. Our client didn’t have a cafeteria so everyday we got to sample a different flavor of local Brazilian cuisine.  What was surprising was the availability of Japanese Cuisine in São Paulo, apparently the largest Japanese community outside of Japan is based here, which explained the availability of really high quality Japanese food.

That evening we took a walk along the famed Paulista Avenue, it feels like the center of  São Paulo, a lively Avenue bristling with shops, restaurants, high-rise office buildings, and locals.  One high-rise building was completely covered in a neon version of the Brazilian Flag.

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Our second day in São Paulo coincided with the city’s national holiday, July 9th, the anniversary of the Constitutionalist Revolution, where there was a large parade of military and police vehicles in the main park in the city that went on for a couple of hours, it was really exciting to see and catch a glimpse of the locals relaxing and enjoying themselves.

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We also got to see another side of Brazilian life when a union protest was scheduled in downtown São Paulo during our first week.  Recent protests had turned violent so our client recommended we work from our hotel, we caught a glimpse of the protests, which had an almost parade like atmosphere, and thankfully the biggest disruption was to rush hour traffic.

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The middle weekend we took a well earned break and the team split up into two groups, Eileen went to Iguazu Falls while the others headed to Rio de Janeiro for the weekend.  Iguazu was truly amazing and a recommended stop for anyone visiting Brazil.  It is truly one of the natural wonders of the world.  Rio was stunningly beautiful with phenomenal views from the top of the Corocovado and the Sugar Loaf.

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After our weekend of adventuring it was back to São Paulo for our last week, we had our big final presentation to the CFO on Friday and it was time to start putting everything together, although there were some late nights we took a break to catch a local soccer derby match where the winners would be crowned Copa Sudamerica, even the atmosphere on the way to the stadium was electric as these two titans of Latin American soccer prepared to face each other.  The famed Pacembu was the venue for the game, it was truly an amazing and thoroughly enjoyable experience.  We had never seen such loyal and enthusiastic support and when Corinthians won in their home ground the stadium erupted in a blaze of fireworks.

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Back to work, and with only two days left the team was burning the midnight oil to get the presentation ready for the CFO on Friday afternoon.

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Nothing could rattle this Berkeley team, even when the client asked us to start the presentation early, we were ready.  Job done, and our IBD experience is almost over, such a fun and unique experience.  Time to get back to reality.

Haas Emerging Initiatives: Dar Um Jeito in Brasil

Our IBD team – Anand Lakhotia, Kartik Shah and Raju Kankipati – is working with Berkeley-Haas emerging initiatives to explore digital opportunities for Haas in business education. Our project started with a global macroeconomic analysis to identify the right initial target market – which came out to be Brazil. It then continued into an in-depth market research in Berkeley, Sao Paulo and Rio Di Janeiro to understand the business education landscape in Brazil and explore the opportunities for Haas there.

Dar Um Jeito: A popular slang in Brazil which means “Find a way to get things done”

Stepping in

Our team arrived in Sao Paulo separately. Raju arrived on 6th July and two other team members – Anand & Kartik arrived on 5th July hoping to do some sightseeing. But alas, there was no sightseeing on day 1. We spent an entire day on getting a prepaid sim card using our passport as an id proof. When we finally found a suitable store, it took us 2 hours to get the documentation done. We had to use google translate on the operator’s computer throughout our entire conversation as she didn’t speak a word of English. Dar Um Jeito!

That first day made us wonder if things would continue to be so slow without the support structure of an on-site client that many other IBD teams had. But we also learnt a few things there. We saw how incredibly helpful the people in Brazil were. We also developed a keen eye of spotting people who could speak some English in the crowd. Moreover, we got a good practice of the dumb charades game we used to play as kids

Our weekend went smoother after that and it included watching a soccer game between Sao Paulo and Santos sitting in the cheapest seats next to some of the craziest soccer fans in the world (Did someone say risk level 5?)

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Sao Paulo vs Santos FC @ Estadio Morumbi

Executing

We had an action packed week lined up before us where we spoke to 25 people through interviews and focus groups. These meetings had to be conducted in the interviewee’s premises the farthest ends of the city, which ensured that we were always on the run.

To make things more interesting, Tuesday was a public holiday in Sao Paulo and most people were on a vacation. But we still managed to get enough candidates for a focus group that day. And since we had no private office space, we did it in one of the participant’s office space at Itau Bank. Dar Um Jeito!

Focus Group @ Bain

Focus Group @ Bain

Conducted interviews with students, alums, recruiters, industry experts in various settings

Conducted interviews with students, alums, recruiters, industry experts in various settings

The data we got from our week 1 of market research was a setback to us. We realized that our initial hypothesis had no market in Brazil. We needed to find a new direction and find it fast. We had a few ideas but just 1 week of field work left to be done in Rio. Oh, we had a week in Rio coming up!

Rio!

Rio  is beautiful! Beaches, mountains, restaurants, bars – it’s a paradise.

At the end of week 1, the project seemed to have gone down the cliff and that’s what we did in Rio too.  Jump off the cliff.

No, seriously!

Ok, we were tied to a hang glider.

Hang gliding in Rio

Hang gliding in Rio

After a fun weekend in Rio, we went back to work. Only, this time the interviews started Sunday evening. We were eager to validate some of the ideas we had with the alums, recruiters, students, professors and experts that we were meeting. Slowly, the ideas began to take shape and we were able to see some real interest in our new hypothesis from the key stakeholders. We have so far met 22 people here in Rio through interviews and focus groups.

Today, as we prepare our final presentation we feel very confident in our recommendations and analysis. We feel much better than what we felt a week ago and have come a long way during our two weeks here in Brazil.

Dar Um Jeito!