Updates from IBD – Team Rwanda

Shaping Sales Strategy in Nairobi Kigali

Berkeley-Haas FTMBA students Jesse Guzman, George Roche and Isabele Schuhmann traveled to Rwanda during Spring 2015 IBD to work with a Nairobi-based software startup company.

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Initiation

Barely into our second semester in early 2015, we embarked on the start of our IBD journey. It was then that we learned we’d be working with a Nairobi-based software startup, helping to develop a comprehensive sales strategy. After a few weeks of getting smart on the company and the market, we developed a point of view. For us, the initial project scope – focused on tactical systems such as employee training, compensation, and retention – did not address a critical strategic concern: customer understanding. We believed this would set the proper foundation for an effective sales strategy implementation down the road. As such, we convinced our client on the value of shifting gears and started focusing on customer insights.

A second change of plans…

On the day before takeoff, our IBD team received a very unexpected email that would dramatically shift both our project scope and experience abroad. Due to unforeseen events, we were asked by our client if we’d instead join him in Rwanda. In the spirit of adapting to the rapidly evolving world around us (as good MBAs should), we accepted his offer and were on our way.

Heading to Kigali changed more than our flight itineraries. Instead of continuing to focus on insights from customers within the humanitarian space, our new objective was to explore new industry use cases and design a structured way to assess and prioritize them. Additionally, we worked with our client to look at the bigger picture, identifying and assessing strategic alternatives for the business.

Life in Rwanda

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Rwanda is a beautiful country. Despite its tragic recent past and continued struggles with poverty, its resiliency is exemplified everywhere – in its cleanliness, smoothly paved and lit roads, and genuinely kind people. During the week, we got to know the city through company visits and coffee shop work sessions.

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On the weekends, we ventured outside of the city. One trip took us to Lake Kivu – an amazingly beautiful and equally dangerous lake that shares its shorelines with the Democratic Republic of Congo.

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On another occasion, we hiked Mt. Bisoke, a 3,700 meter volcano at the crux of DRC, Uganda, and Rwanda.

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Perhaps our most cherished excursion was our gorilla trek. This was seriously amazing. For an hour, we got to hang with 10 of fewer than 900 wild mountain gorillas left on this planet.

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Fruits of our labor

Following our three weeks in Kigali, and months prior at Haas, our client was pleased with the work we had done for him. In addition to the strategic guidance we provided, we also helped our client develop relationships with more than twenty local Kigali businesses in five industries in which he had previously not operated in. With our support, our client was even able to sign one new contract during our three weeks in-country, and we left Rwanda with several more pending. Overall, it was an incredible experience that I’m confident none of us will forget.

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Updates from IBD Chile – Team Falabella

Berkeley-Haas Full-Time MBA students Pati Silva, Cori Byrum, Carlos Olson, and Rob Kenny participated in a summer IBD project in Chile with the LATAM retailer Falabella.

As we boarded the plane in SFO having just finished a memorable first year in the Full-Time MBA program, we were excited to learn more about Chile, and specifically the retail sector there and more broadly in Latin America.

Our team was comprised of four people with varying knowledge of the region and sector (as well as Spanish language skills!). This meant that we were all very excited to experience something new.

Final preparations coincided with deadlines for group projects and final exams, which meant for a frenzied couple of weeks before we headed for Santiago. Thankfully, we had a couple of days to gather ourselves after we arrived before starting the project in earnest.

We were tasked with helping Falabella better understand the rapidly evolving digital payments space and how this will impact Latin American consumers in the coming years.

Retail is a great way to gain insight into all aspects of society, and Falabella is a strong player in the Peruvian, Argentinian, Colombian, and especially Chilean, markets with strong department stores, home improvement and food retail businesses. Experiencing these first-hand in Santiago gave us a great understanding of the similarities and differences between US/European and Chilean consumers.

Falabella also has a strong presence in the financial sector with a bank, credit card and insurance business, which capitalizes on their strong relationship with their large customer base.

Finally, and perhaps most surprising to us, Falabella successfully runs large and modern malls. The ones we visited wouldn’t have looked out of place in San Francisco or London. They were also almost universally full to bursting with consumers. It seems like visiting malls is a favorite hobby for Latin American consumers!

Overall, we all really enjoyed getting a great insight into a strong, interesting and diverse company, as well as gaining a better understanding of the Chilean consumer.

Chilean people were so welcoming and friendly (except perhaps when they were behind the wheel of a car…), and we really enjoyed their hospitality. We even managed to stumble across President Bachelet welcoming the Honduran President to Santiago.

While our project didn’t call for any travel outside of the capital, we still managed to enjoy exploring some of the surrounding areas like the wine regions around the Colchagua and Casablanca valleys and the beautiful coastal cities of Valparaíso and Viña del Mar.

Eager to start our first day at the Falabella office in Chile!

Eager to start our first day at the Falabella office in Chile!

Visiting the Chilean version of Ikea, Homy, with one of our favorite Falabella hosts, Walter.

Visiting the Chilean version of Ikea, Homy, with one of our favorite Falabella hosts, Walter.

We enjoyed visiting the Falabella department stores and observing the similarities and differences to the similar stores we have at home (like Macy’s).

We enjoyed visiting the Falabella department stores and observing the similarities and differences to the similar stores we have at home (like Macy’s).

While Chileans will admit they are not known for their cuisine, we had some delicious meals. Our favorite food item? Definitey empanadas!

While Chileans will admit they are not known for their cuisine, we had some delicious meals. Our favorite food item? Definitey empanadas!

Our wonderful classmate, Katia Glucksmann, hosted our team and visiting IBD Team Boacadio from Peru for a traditional Chilean meal.

Our wonderful classmate, Katia Glucksmann, hosted our team and visiting IBD Team Boacadio from Peru for a traditional Chilean meal.

The Santa Cruz wine producing region was very scenic and a welcome escape from the hustle and bustle of the city.

The Santa Cruz wine producing region was very scenic and a welcome escape from the hustle and bustle of the city.

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On a casual walk back from a meeting, we saw Chilean President Michelle Bachelet and a miliary presentation that marked Santiago’s welcome to Honduran President Juan Orlando Hernández.

On a casual walk back from a meeting, we saw Chilean President Michelle Bachelet and a miliary presentation that marked Santiago’s welcome to Honduran President Juan Orlando Hernández.

Our final presentation with the QuickPay Team! – Pablo, Alvaro, Guillermo

Our final presentation with the QuickPay Team! – Pablo, Alvaro, Guillermo

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 IBD Finland – Team Tekes

Full-time MBA students Adrian Gomez, Anita Kotagiri, Daniel Reddin, and Andrea Soto traveled to Finland for their IBD project to work with Tekes – The Finnish Funding Agency for Innovation.

It’s 8pm and there’s no sign of the sun setting any time soon. As we hop off the plane we can feel the slight chill in the air despite it being summer. Everything is clean, simple, and impeccably designed. Welcome to Finland!

After a somewhat restless night thanks to jet lag and the four hours of twilight that constitute night at this time of year, we were anxious to meet our client for the first time. After a wholesome breakfast of omelets and traditional Finnish rye bread prepared by chef and two-day early arriver, Adrian, we set off to meet our client at Tekes, the Finnish Funding Agency for Innovation.

The morning with our client began, of course, with coffee. As it turns out, Finland has the highest coffee consumption per person in the world! It quickly became apparent that the next three weeks would entail constant caffeination – a fact we well appreciated following a hearty meatball lunch on that first day.

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After several hours of discussion with our client on Day 1 and reaching an agreement on the scope of our project and the planned activities for the weeks ahead, we were excited about what lay ahead of us – interviews with CEOs of leading Finnish companies, meeting with the Office of the Prime Minister, mentoring participants in a clean-tech startup competition, conducting workshops with Finnish entrepreneurs and presenting to the Steering Committee, a group of extremely senior executives responsible for Tekes’ clean-tech program. It very quickly became clear to us that this project was extremely important and was truly going to have an impact in shaping Finland’s future.

After many back-to-back interviews with entrepreneurs, academics and Tekes personnel throughout the week, we were fortunate enough to have made some Finnish friends along the way. The Finnish people are incredibly warm and inclusive, willing to go out of their way to show us around and invite us into their friendship circles. They are proud of Finland.

After a demanding week the team decided to take a trip across the Baltic to Estonia, a country that, up until now, really only popped to mind when thinking about Eurovision contests. The boat ride to Tallinn was a bit tough (many people got sea sick!) but the trip was definitely worth it! We had a blast wandering the narrow streets and alleys of Tallinn’s medieval Old Town and sampling some extremely good food.

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In our second week we continued to meet with Finnish entrepreneurs and innovators. We hosted “Cleantech Power Morning” with a number of influential players in the space. Taking advantage of having these 25 people in one room, we ran a number of exercises and administered a short survey in order to test and validate our emerging hypotheses about cleantech and the innovation ecosystem in Finland.

Following the session, our client was excited to finally take us to what he constantly referred to (especially when around Helsinki natives) as “the cultural capital of Finland”, his home-town of Turku. We took this opportunity to meet with the CEO of Clewer, a water recycling firm, and the leaders of the Future Studies department at the University of Turku’s School of Economics (the “Haas of Finland”, as our client called it). We capped of the day with a wonderful dinner and a quick walk around the town before jumping on a bus back to Helsinki.

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Being so close, we knew that we could not return home without making a trip to Russia! We boarded an overnight cruise ship for St Petersburg, excited for a weekend of new experiences. This city was incredible. As a previous capital of Russia, it had strong economic and social capital in the 19th and 20th centuries. As such, their citizens built incredible architecture with strong European influence. We had a great time exploring the beautiful city and even took in an opera at the world-famous Mariinsky Theatre.

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Returning to Helsinki for our third and final week, we were excited about our progress so far but expectant about the deliverables that would soon be due. during this week we had the privilege of visiting with one of the leaders of the Prime Minister’s innovation initiative. She provided us with high level information and confirmations of the government’s goals for the Finnish innovation ecosystem.

More than twenty five interviews later, the moment of truth was growing near. Having gathering tons of information over the past sever days, it was time to start pulling it all together to form our proposal and recommendations for how to spur on cleantech innovation in Finland.  Our team set off to the task of completing the final draft of a 90 page report for the client and a final presentation to the Steering Committee.

Our presentations throughout our time in Finland were filled with engaging discussions and our final presentation was no exception. We were further motivated in our work with Tekes by the confirmation of how important our findings would be to the organization. After one final session of business card exchanges and handshakes we conducted our final meeting with our client.

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Being our last week in country, we wanted to make sure we did not leave without experiencing more of the culture. Our team took a traditional Finnish sauna, complete with a dip in the chilly Baltic Sea, and went out with Finnish friends to watch the sunset from the top of Helsinki’s tallest building. We also took the chance to visit the medieval Finnish town of Pörvöö, half an  hour away from Helsinki. There we enjoyed a laid back afternoon strolling around the town, visiting a cathedral from the 1200’s and buying Salmiakki, the traditional Finnish candy made from licorice root (an acquired taste, for sure).

Once back in Helsinki, our team prepared for departure from this place which had exceeded our expectations. With luggage carrying at least ten collective pounds of Finnish rye bread and chocolate wafer sweets, we departed our hotel for our next destination.

Our IBD project and our Tekes client made for an unforgettable time in an unexpected place.

Updates from IBD South Africa – Team loveLife

Robert Heath, Rupal Nayar, Alfonso Perez Grovas, and Julia Wasserman are full-time MBA students working on an International Business Development project with the South Africa-based loveLife Leadership Academy (an associate of the New loveLife Trust).

The First Days

Our first week in Johannesburg was a waterfall of informational meetings and interviews that shed light on everything we thought we understood upon arrival. One day of marathon meetings stands out in particular, though. The main event that day was with the CEO, Grace, where we presented our kick-off slide deck and initial insights to get her feedback. Her interest in the insights and perspectives we were bringing to the loveLife Leadership Academy really provided a refreshing view on the value we could provide with our combined professional and MBA experiences.

Grace’s message was ever-so inspiring, wanting to do right by the young people of South Africa and provide them with opportunities they deserve. She described loveLife’s history and evolution. She described a desire to channel the risks that youth are willing to take and transform them from negative outcomes into positive opportunities and investments into their own future as well as the community and macro economy.

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The “loveLife Way”

Rather than preaching the ways of the world, loveLife inspires youth and builds their self-esteem by empowering them with the message that they too can have on the world. I think I’m most impressed by how they not only say this, but they practice it themselves. At work and in life, the concept of “sawubona” is practiced— it means “I see you.” When you walk into a room or pass someone on the street, you acknowledge each and every person  regardless of position or social standing. And the sentiment is always well-received with a response of “yebo.” Historically, black South Africans were so used to being ignored and seen THROUGH that they make it a point to say this to ensure every person is seen for who they are. It is beautiful. It really just manifests in everything they do. At work, everyone has a voice, regardless of station and I absolutely love that. We haven’t encountered anyone who has been off-putting, and this environment inspires us to begin everyday nice, fresh and happy.

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South African Realities

South Africa is plagued by deep injustice and historical inequality. With a current government that is hindering many social efforts that began after Apartheid and with loveLife under that government’s thumb for funding, they are incredibly grateful we are here. It feels empowering and humbling at the same time. We are using so much knowledge gained from life and the MBA in a real way, and loveLife is really looking to us to help them.

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Key Insights

For example, just a couple of days later, our meeting with Grace was put into context when we visited a y-center (community youth centers where loveLife programming is delivered) about 3 hours from Johannesburg. During this visit, we split up and held four separate meetings with varying groups of youngsters to really go in depth about their personal experiences and their views on the programs. From this, we gained more valuable information than anyone could have imagined we would. We utilized design thinking methodologies in order to derive many significant insights as we brought our distinct interviews together.

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This formed the basis of our workplan for the following week and led to completely re-shaping The Academy’s strategy for revenue generation. Over the following week, we performed even more interviews with potential customers and gathered critical demographic data and statistics to provide a solid case for each of our recommendations that included customer segmentation, pricing, positioning, communication, and product offerings. Although targeting individual learners was an original plan for the loveLife Leadership Academy, we provided a detailed plan for delaying this and re-focusing on youth already in workplace environments, offering products to companies that range from workplace integration to on-the-job training.

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The delayed plan for addressing the individual learner segment coordinated nicely with our secondary project – recommendations on strategy for developing a digital platform. We used many of the same insights to define the features we recommended for this platform, features that could significantly improve learner experience and engagement as well as alleviate so many of the logistical issues of organizing and delivering programs to individuals, all while allowing The Academy to maintain even more quality control over the content. Other features of the platform further allow The Academy to take advantage of its unique position within the current educational opportunities for youth and use this in their brand strategy.

In conclusion…

During that first visit to the Y-center, in demonstration of loveLife’s unique approach, we were greeted in the “loveLife way” with dancing ice-breakers and conversation to understand where the youths there came from and how loveLife has helped transform their lives, sublimating their natural youthful tendencies toward risk into positive actions that help them and their communities. We truly believe this unique approach can transform the future of South Africa by meeting youth’s hunger for knowledge and opportunity along with transforming the way companies and the government provide the resources and work environments that will help the society thrive. We look forward to following all of The Academy’s success over the next year!

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Updates from IBD Thailand – Team Theptarin Hospital

Berkeley-Haas MBA students Dulce Kadise, Hieu Nguyen, Suraj Patel and Lexi Sturdy worked with Thai hospital, Theptarin, to create a sustainable growth strategy for its sister foundation which aims to build healthier lives by preventing diabetes and its complications.

Striving to Achieve a Dream

To be Thailand’s leader in treatment and prevention of diabetes – A tall vision for Theptarin, a family-run, 80-bed hospital located in Bangkok.  As a young doctor at a public hospital in Thailand over 40 years ago, Dr. Thep Himathongkam had a dream of what eventually became Theptarin Hospital. Experiencing the bureaucratic challenges of the public system, he decided to start a private, for-profit hospital where he could create a specialized, interdisciplinary approach to address diabetes. But Dr. Thep’s dream to expand excellent diabetes care and prevention goes well beyond the walls of his hospital; he wants to see it spread throughout Thailand and eventually the world, which is why he created the Foundation for Development of Diabetes Care Management nearly 15 years ago.

Haas-IBD team with Dr. Thep Himathongkam and his family

Haas-IBD team with Dr. Thep Himathongkam and his family

Our IBD team was tasked with helping this Foundation develop a sustainable growth strategy for it to achieve its mission of preventing diabetes and its complications in Thailand and its neighboring countries. But throughout our work with Theptarin we learned how challenging and difficult it can be to regulate and run a for-profit hospital that has responsibility to its shareholders while carrying out a dream to fight diabetes throughout the region.

After conducting several case studies and interviews with elite health institutions from around the world, we concluded that in order for the Foundation to grow as leadership wanted, it would need its own strategy, brand and structure. One of the key struggles the Hospital and its subsequent Foundation faced was the overwhelming interconnected nature their work. To help create a clear distinction between the two entities we created a new mission and set of guiding principles for the Foundation along with a suite of decision-making tools. By doing so, we hope to provide a clear identity for the foundation and help leadership make mission-driven decisions as it grows.

Dr. Thep’s dream is courageous and inspiring, we hope that by distinguishing and defining his Foundation, as well as running a fabulous hospital, he can effect change throughout Thailand and its surrounding region. This change has already begun with the trainings that the Foundation currently provides, which have inspired clinicians to improve diabetic care in their own regions.

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The IBD team experiencing the engaging trainings provided by the Foundation

The IBD team experiencing the engaging trainings provided by the Foundation

Here’s a Youtube video of another fun teamwork building activity provided by the Theptarin Foundation: https://youtu.be/uKkVD53FOx8

Getting a Taste of Thai Culture

During the three weeks we spent in Bangkok, we conducted several interviews to test the hypothesis we had developed. However, these interviews turned out to be more than useful tools for our work; they gave us a glimpse into the Thai culture.

One of our favorite interviews was with a long-time patient and member of the Foundation’s committee. He invited us to his home to conduct the interview, which he described as a typical middle class Thai home as he gave us a brief tour. His wife and his dog were also there to welcome us. During the interview he told us stories about his family and his life. Before we left, he insisted that we try a variety of Thai desserts. These included mostly coconut treats, but also durian, a classic Asian fruit. Lexi seemed to tolerate it. On the other hand, Dulce really disliked it, and tried her best to hide it in front of our generous host.

The Haas-IBD team visiting a long-time patient and foundation committee member while getting a taste of Thai culture

The Haas-IBD team visiting a long-time patient and foundation committee member while getting a taste of Thai culture

Another interesting interview was with one of the top government officials at the National Health Security Office. This interviewee gave us a great overview of the healthcare system and the relationship with the private sector. As we were heading out, we took a picture together. This time it was Hieu’s turn to encounter a cultural difference, as he hugged our interviewee during the group picture, a faux pas in Thailand when engaging with those of high position, resulting in a concerned, but amused, look from our client.

Living the Theptarin Lifestyle

Given that we were living at the Hospital during our stay, we had no choice but to embrace the healthy lifestyle promoted by Theptarin.  On the first day our IBD team was given a tour of the facilities by Tanya, the assistant director for Theptarin Hospital and Dr. Thep’s daughter. We took the elevator to the 14th floor and viewed our hotel-like suites within the hospital’s Lifestyle Building. Tanya mentioned that the building embodied a part of her father’s dream – a place where patients and the general public could convene to learn about and practice healthy living.

Soon afterwards, Tanya provided a tour of all the services in the Lifestyle Building. “We take the stairs here,” she said. After walking down six flights of stairs, we reached the eighth floor, which included a spa, outdoor pool, and fully functional gym. “Let’s see your fitness. This machine measures body composition. Who wants to go first?” she smiled.

Hieu eagerly awaiting his body composition results

Hieu eagerly awaiting his body composition results

One by one we input our information and had the machine assess our body composition through electric pulses. A composition dashboard was subsequently printed, where Hieu’s eyes immediately honed on his 23% body fat metric. Everyone on the team was similarly surprised, and together we formulated a plan to live the Theptarin Lifestyle. The plan was simple – a daily 7am workout, small portions in Theptarin’s cafeteria for breakfast and lunch, alternating days of 7pm workouts, and sleep by 11pm.

After sticking to the Theptarin Lifestyle for three weeks, each team member achieved better body composition. Hieu was able to lose 1kg of body fat and replace it with 1kg of muscle, dropping his body fat to 22%. Success!

Heading back to Berkeley the team vowed to try to continue the Theptarin Lifestyle for as long as possible!

Updates from IBD – Team Singapore

Meet the Team:

-Niki Ariyasinghe an Aussie banker/consultant and bitcoin aficionado

-Moe Poonja a techie and DJ from Chicago

-Diego Vidaurre a Chilean banker and part-time magician

-Gavin Abreu a Mexican central banker and salsa dancer

We were all selected for this project given our prior banking experience.

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The Country

When Singapore achieved its independence, in 1965, the country was battling unemployment and serious social and economic problems.  However openness to foreign investment and promoting the creation of new companies helped the country overcome its economic foes and become one of the world’s largest financial hubs.  The result?  Well today Singapore is the third richest country of the world in per capita terms and the World Bank has ranked them the easiest country of the world to do business.

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The Project

Developing a strategy for a large financial institution in Singapore to better engage clients through digital tools allowing them to improve the customer experience. However the project had a catch to it. Instead of one client, we had two clients with two different perspectives and two distinct needs.

*Details of the client and project cannot be fully disclosed due to a signed NDA

The Process

We first started by reviewing the industry.  What are the industry standards and what are the innovations that are threatening to disrupt the industry?  To do this, we focused on the large financial institutions in North America and Europe and startups in Silicon Valley.  After we grew familiar with the industry, we talked to client-facing employees at financial institutions to gain a better understating of the costumers needs along with fintech companies with their latest disruptive innovations.  Armed with this knowledge we flew to Singapore, well equipped to offer emerging trends within the industry.  Once there, we interviewed numerous employees of the company and identified their pains and areas of opportunity.  We ideated (using post-its, of course), identified commonalities and ultimately looked to find efficiencies or enhance the customer or banker’s experience.

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And came up with a list of recommendations that could help them alleviate their pains and embrace digital tools.

The Final Presentation

We set up a final document with these recommendations and only days before our final presentation we learned that instead of presenting to our sponsor (the Head of Products) we were actually going to present our findings to the CEO of one bank and COO of the other large institution.  We worked diligently to prepare the presentation and tailor it so it is relevant despite having two separate stakeholders with two different recommendations.

We had already taken Cort Worthington’s class so we welcomed the opportunity with confidence and rocked the presentation!

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Updates from IBD China – Team Thermo Fisher

IBD Team Thermo Fisher (Ramya Babu, Lisa Becker, Scott Crider, George James) worked with the China division of Thermo Fisher, an American multinational company, on a growth strategy project for its environment / water analysis segment.

Moving Fast

Shanghai is not what we expected it to be. Even George, who had already lived in this city before was surprised by how modern and western Shanghai has become. We stayed in Pudong, aka “Pu-Jersey”, a 45-minute subway ride from the famous skyline of Shanghai. With nearly 25 million in habitants, Shanghai is currently the largest city by population in the world.

View of the Lujiazui skyline from The Bund, a large, public walkway in Puxi

View of the Lujiazui skyline from The Bund, a large, public walkway in Puxi

The most awe-inspiring thing to behold is the speed at which China is developing. Mega structures that did not exist a few years ago now tower over older buildings. The pace of growth and notion of limitless possibilities in China, and especially in Shanghai, is quite remarkable.

Food to Die For

Upon arrival, we acquainted ourselves with the area around the hotel, home to many expats. The local businesses cater to this population and thus there are many non-Chinese restaurants, with prices not much different from those of the Bay Area.

We sampled many traditional Chinese meals with our Thermo Fisher hosts, including lunches at the company’s business park cafeteria and dinners at Shanghainese restaurants.

The IBD Team with Thermo Fisher. From left to right: Zheng Xin (Thermo Fisher), George James, Ramya Babu, Scott Crider, Lisa Becker and Lily Lei (Thermo Fisher)

The IBD Team with Thermo Fisher. From left to right: Zheng Xin (Thermo Fisher), George James, Ramya Babu, Scott Crider, Lisa Becker and Lily Lei (Thermo Fisher)

One of our favorite meals was la mian, huge bowls of noodle soup for around 12 RMB (or $2 USD). Other favorites included xiao long bao (soup dumplings), Da Dong’s Peking Duck (Beijing’s most famous dish) and, of course, the local pijiu, Tsingtao.

La mian

La mian

Xiao long bao

Xiao long bao

The People

We encountered a variety of people in the new, cosmopolitan city of Shanghai: cab drivers from the provinces, coworkers from Beijing, and foreigners from every corner of the globe. As different as they are, these people all share something in common – the pursuit of opportunity. From the rich to the poor, Shanghai represents the growth of China and the opportunity that a booming economy can create.

The people we met were very open to meeting foreigners, especially those who are interested in Chinese culture. George fit in well with the locals and made friends with the Chinese who appreciated his interest in Chinese language, arts and history.

Taking a quick nap on the subway after a long and jolly conversation: George James (left) and Shangainese local (right)

Taking a quick nap on the subway after a long and jolly conversation: George James (left) and Shangainese local (right)

Culture and Business

Interacting with businesses in China was quite eye opening. There were several conflicting characteristics that we observed. The most prominent are embracing proven ideas, struggling to adopt new ideas, and moving fast. As we spoke with our client and their customers, one idea was repeated throughout: the use of best in class practices combed from all over the world are representative of “Capitalism with Chinese Characteristics”. The sheer thirst for knowledge that has been proven was astounding to observe.

In direct contrast to the assimilation of proven ideas is the struggle to adopt cutting edge ones. We used design-thinking processes that we had previously learned in the Problem Finding, Problem Solving class. Our client struggled to understand the value of diverging from common practices to flush out insights. This was especially interesting given that the client is a large multinational corporation based in the United States.

The IBD Team with Thermo Fisher grouping insights from customer interviews. From left to right: Lisa Becker, Lily Lei (Thermo Fisher), and Ramya Babu

The IBD Team with Thermo Fisher grouping insights from customer interviews. From left to right: Lisa Becker, Lily Lei (Thermo Fisher), and Ramya Babu

We are truly grateful for the hospitality shown by the city of Shanghai, a constantly evolving city that everyone should visit at least once in his or her lifetime.

Updates from IBD Cambodia – Team SVC

Jamaur Bronner, Kelvin Mu, Carolina Paz, and Anette Urbina are full-time MBA students working on an International Business Development project in Cambodia.  Their client is Sam Veasna Center (SVC), a non-profit organization that helps preserve Cambodian wildlife through ecotourism.

Saving the World, One Bird at a Time

I’m not sure if you remember Captain Planet and the Planeteers, but it was a Saturday morning cartoon that was quite popular in the United States in the early 1990s.  The show centered around 5 ethnically diverse kids from around the world who each had the power to control an element of nature and would occasionally combine their powers to collectively summon the superhero Captain Planet.

Captain Planet and the Planeteers was an environmentally conscious cartoon series that aired in the early through mid-1990s

Captain Planet and the Planeteers was an environmentally conscious cartoon series that aired in the early through mid-1990s

These young heroes took on maniacal Eco-villains that were destroying the environment through pollution, crime, war, unethical science, and poaching.  After vanquishing the baddies, Captain Planet would end the show with his catchphrase “The Power is Yours!” – implying that we all have the power to end environmental destruction if we work together in unity.

Fast forward twenty years from the end of the TV series in 1995 to 2015 Cambodia.  The heat is stifling, the air is dusty, and dozens of extravagant hotels and restaurants stood eerily unoccupied.  This is Siem Reap in the “low season” – the May through September slog when tourist levels lull and the country is blanketed by the relentless summer heat.

Nevertheless, Cambodia – and Siem Reap specifically – is still just as fascinating and endearing as any other time of the year.  The majestic temples of Angkor Wat sprawl over 200 acres 3 miles north of town.   The Siem Reap River snakes through the core of the city, and in the evenings the bridges and side streets erupt with lighted signs for night markets and the ever-popular Pub Street.

Angkor Wat is one of the seven wonders of the world, and looks especially incredible at sunrise

Angkor Wat is one of the seven wonders of the world, and looks especially incredible at sunrise

The Haas team sent to Siem Reap was as diverse as that cartoon show – an American, Mexican, Ecuadorian, and Canadian – and the project could have easily been spun into one of the show’s plotlines.  Our client, Sam Veasna Center (SVC), is a ten year old non-profit organization that promotes conservation through ecotourism.  SVC’s clients are taken to remote areas of Cambodia to partake in birdwatching tours, and a large percentage of their tour fees are reinvested into local villages to provide incentives for sustainable living practices.  Former poachers and hunters in the village are now SVC’s greatest advocates for conservation, serving as forest rangers who carefully monitor Cambodia’s dwindling wildlife.  SVC contributes 50 cents of each dollar of revenue towards conservation and community improvement efforts.

SVC regularly meets with representatives of the communities it supports and provides funding for village projects, as can be seen here

SVC regularly meets with representatives of the communities it supports and provides funding for village projects, as can be seen here

How dire is Cambodia’s environmental situation? The country’s national bird, the Giant Ibis, is listed as a critically endangered species, with only about 250 of these birds left in the world.  Even SVC’s founding is a tragic testament to the formidable wildlife challenge.  SVC’s founder Sam Veasna died of malaria in 1999 while surveying the Northern Plans for the now extinct kouprey.

The 2015 Haas team is the third group of Haasies to work with SVC.  The first team helped design SVC’s original business model and the second team conducted site-specific investment analyses.  Our task was a fusion of the previous projects; SVC, now profitable, needed help growing the company and branching out beyond its core service offering of birdwatching tours.  Its sponsor, the Wildlife Conservation Society (WCS), had helped SVC identify a number of strategic investments that it could make at its sites, and also had ideas on additional services SVC could begin offering.  WCS and SVC wanted help evaluating those investments, as well as conceptualizing the implementation of its new product mix.

Challenges

Our project was off to a strong start during the spring semester.  Our clients, SVC Director Johnny Orn and WCS Cambodia Director Ross Sinclair, were available for weekly meetings and helped answer our initial questions as we scoped the project.  Unfortunately, one month before we were scheduled to go on-site, Ross took time off for vacation and some of our project scoping questions had not yet been addressed.  We continued working with Johnny to plan our approach for once we got on-site, but we remained concerned that our vision of project success might not align with Ross’s priorities.

Once we were on-site, we had a Day of Arrival Presentation that was well received by Johnny, and we were able to arrange an in-person meeting with Ross and WCS Technical Advisor Simon Mahood the following day.  It turned out that our plan of action indeed aligned with WCS, and they understood that our primary client for this engagement was SVC, so Johnny had the final say on our deliverables.

The Haas team grabbed dinner with Ross Sinclair and Simon Mahood, managers at WCS

The Haas team grabbed dinner with Ross Sinclair and Simon Mahood, managers at WCS

Our plan in Cambodia was to conduct a thorough financial analysis to come up with strategies for improving SVC’s profitability, conduct competitive analysis to identify best practices and optimal product mix, and to review their marketing strategy and recommend ways in which the organization could grow its reach and brand recognition.

Between the financial documents that SVC maintained and the recently-commissioned marketing strategy document, we realized that the organization had a trove of valuable information, but had not spent time analyzing this information or extracting insights.  Part of the problem was that SVC was shorthanded in manpower and technical ability – even with all of their data, few within the walls of SVC had the time or ability to extract the contents since the data was not laid out in an easily intuitive manner.  Part of our challenge was not only extracting insights and making recommendations, but also equipping the SVC leadership with tools that would improve its ability to track progress and reevaluate the organization’s position in the future.

Presentation Day

On the day of our final presentation, the contents of our deliverables were robust: we created a 129-slide deck, a 23 page Digital Marketing & Brand Management guide, an updated feedback form, an updated booking form, a competitive benchmarking database, and an extensive Excel investment model.  Our presentation was 2 hours long, including time for Q&A, and both Johnny and the WCS representative Kez Hobson were impressed with our findings.  Most importantly, our presentation included concrete recommendations and a proposed implementation timeline that gave Johnny the direction he needed to begin optimizing his organization after we were gone.

SVC hosted us as dinner guests following the presentation, and we enjoyed Khmer food and watched a documentary that described Cambodia’s wildlife landscape nearly 50 years ago.  In the film, one could see the damaging effects that environmental practices have had on the land; in the 1970’s, Cambodia’s forests covered 73% of all land area, today that figure is closer to 48%.  The country has lost more than 7% of its forest cover over the last 12 years, which is the fifth fastest rate in the world.

Dinner and documentary on our last night with SVC

Dinner and documentary on our last night with SVC

We’d like to think that the work we did this semester was a small step in improving the outlook for wildlife in Cambodia.  SVC, as one of the leading eco-tour operators in the country, is playing a pivotal role in protecting endangered species and creating habitats in which they can once again thrive.  We might not have saved the world, but we hope we’ve helped an organization focused on protecting some of the world’s most threatened animals.

From right to left: Haas teammates Kelvin Mu, Jamaur Bronner, Anette Urbina, and Carolina Paz with SVC Director Johnny Orn

From right to left: Haas teammates Kelvin Mu, Jamaur Bronner, Anette Urbina, and Carolina Paz with SVC Director Johnny Orn

 

Updates from IBD Peru and Chile – Team Bocadio Part II

Part II of Spring 2015 IBD Team Bocadio’s adventures working with Bocadio, an innovative, high-quality meal delivery startup in Latin America.

3 – On Getting a Phone

As we settled into our daily routine of data analytics and market sizing, it was clear that communicating with each other, and Diego, would require finding a dataplan. It was through this adventure that Christian and Steven discovered that Inventarte’s complex check-out process was perhaps simply indicative of a cultural difference we had missed: Peruvians enjoy processes. Indeed, as it turns out, securing a phone plan required no less than 12 steps:

The Twelve Labors of Claro

  1. Find the only store in Lima where you can purchase a SIM card for your phone from Claro, one of the major operators in Latin America
  2. Revisit the store a second time, as it is closed on the weekends
  3. Line up for a ticket, and explain purpose of visit in broken Spanish
  4. Realize you need your passport and the little immigration stub to accomplish most things in Peru
  5. Return to hotel to pick up passport
  6. Rush frantically back to the store, as it closes early
  7. Line up for a ticket, realize the person at the desk has changed, and explain again the purpose of visit in broken Spanish
  8. Wait to be called to a customer service counter and get a voucher for a SIM card
  9. Line up at cash register to pay for the SIM card itself
  10. Return to customer service counter to collect SIM card
  11. Line up at automated kiosk to add initial credit to phone
  12. Return to customer service counter, to activate phone
Claro - many phones but only one place to buy a SIM

Claro – many phones but only one place to buy a SIM

In the hotel lobby, Kayo had already secured her own dataplan, and was happily browsing away when Steven and Christian, having triumphed over Claro, returned sweaty and disgusting, but with chests stuck out like proud warriors bringing back in their pockets the spoils of their war. “Actually,” Kayo said, “for me it was very fast. Japanese Guide told me everything I needed to bring.”

On the inside, Christian and Steven wept.

4 – On Our Travels Outside Lima

In Steven and Ben’s absence, Kayo and Christian opted to use their weekend alone to travel outside of the city and see some of the country’s favorite sights. While forewarned by Japanese Guide of the challenges that lay ahead of them, they embarked upon a perilous 8-hour bus and car journey to Nazca, sight of the world-famous Nazca lines. Of course, travelling around the country is much easier today that it would have been in the time of the Nazca people. Thousands of years ago, it would have taken months to get from Nazca to Lima by llama whereas today, thanks to the way people drive, you are lucky to get there at all.

Whatever they may have felt, however, Kayo and Christian had no real choice: humans are hard wired to travel. Indeed, we travel because no matter how content we are at home, we yearn take new tours, buy new souvenirs, introduce ravenous new bacteria to our intestines, learn new words for “explosive diarrhea,” and have all kinds of other unforgettable experiences that make us want to embrace our beds when we finally get home.

Of course, none of this mattered once Christian and Kayo finally found themselves on the tarmac of the Nazca Aerodrome (Motto: “The only way to fly. No really, we mean it, there is nothing for hundreds of miles.”) awaiting their turn in the back of a tiny Cessna, the preferred method of viewing the ancient lines. Thankful that the very hearty breakfast they had enjoyed that morning was helping to keep them warm in the frigid desert, Kayo and Christian listened to the pilot’s instructions as they were strapped into their seats. “Oh and I hope you skipped breakfast this morning,” he concluded, “things can get pretty bumpy.” Christian opened his mouth to make a witty remark, but before he could, the minuscule aircraft shot into the air.

Happiness...

Happiness…

...and a little bit of anxiety -- just a bit

…and a little bit of anxiety — just a bit

Meanwhile in Santiago, Steven and Ben were helping Diego add a real-world lens to his market research. The goal of the visit was to better understand the market conditions and viability for starting a Bocadio branch in Santiago, and begin building relationships with investors and local operators who could one day help grow the business.

Our first day in Santiago, a Haas alumnus, and old friend of Diego, Koichi Arimitsu, had a dinner to welcome Diego, Steven and Ben to Santiago. Koichi shared his experiences as an entrepreneur in Chile, starting one of the first large-scale solar plants in the northern desert. Koichi explained that Santiago’s start-up community is growing quickly, and is heavily supported by a strong government infrastructure. Koichi also complained about the lack of delicious food, despite the wealth of incredible, locally grown ingredients (Chile’s top exports include Wine, Salmon, Avocados, Grapes, Apples, Pears, and Pigs). As Koichi explained, “they’ve got amazing ingredients, but have no idea how to prepare them!” In fact, Chileans avoid “Chilean” cuisine at all costs. What are the two hottest restaurants in town? Peruvian exports: Gaston Acurio’s Le Mar, and Ciro Watanabe’s Osaka.

Diego, Ben, and Steven were excited to hear that the market opportunity in Santiago was prime for a new, high quality, low cost food delivery service – especially one backed Peruvian chefs that could meet the demand of a growing middle-class that lacked in-home help.

Koichi's Texas-sized portion of Pork & Asparagus

Koichi’s Texas-sized portion of Pork & Asparagus

The second day in Santiago, Steven, Ben and Diego had lined up a number of meetings with potential investors, including another solar entrepreneur (Haas ’07), a family office who was responsible for bringing Papa John’s to Chile, and the head of Fundacion Chile (Haas ’06). The first two meetings went incredibly well, each investor indicating that Bocadio would do well in Santiago, and they may be willing to contribute to help fund its expansion.

Diego discussing the Bocadio concept with Haas alum Christian Sjorgen

Diego discussing the Bocadio concept with Haas alum Christian Sjorgen

Steven, Ben and Diego were over the moon with this feedback. Hearing from real investors in the flesh of Bocadio’s market potential helped validate the months of market research they had been conducting on the ground in Berkeley. Further, they began to realize that the idolization of Peruvian cuisine and lack of local flavors was unique to Santiago, and perhaps made it a better market to begin expansion when compared to cities with similar profiles (such as Bogota).

The third day, Diego had arranged a tour of Aramark’s largest food processing facility in Santiago. This plant was responsible for cooking and delivering hundreds of thousands of meals a year to mines scattered across the north and south of Chile. The plant tour would provide Diego a window into a state-of-the-art food production facility, and the techniques required to optimize cooking food & then chilling it for delivery at scale.

Walking through the factory floor, Diego, Ben and Steven got to see first-hand the incredible technology that made this type of food production possible – including a laser-cutting machine that could quickly dice any type of meat into uniform cubes, identical in weight, and a giant skillet that could cook hundreds of pounds of spaghetti with meatballs by simply loading the ingredients. While adding to the future wish-list of equipment, Diego, Ben and Steven were also able to have an insight that could be applied immediately – adopting a bar code scanning system that could trace the origin of each meal, allowing for better insights throughout the supply chain.

Visiting Aramark's Plant

Visiting Aramark’s Plant

Ben and Steven taking advantage of the weekend in Santiago on horseback through the Andes

Ben and Steven taking advantage of the weekend in Santiago on horseback through the Andes

Showing some school spirit

Showing some school spirit