New service development in the Philippines

Training of local experts in export marketing and management, the establishment and branding of a training center and webbased market information service have boosted the reputation of a Philippine BSO and generated new revenue streams. Below, we will provide more detailed information of a case of Philexport Cebu, Philippines. A project supported by CBI from The Netherlands, CIDA from Canada and DED from Germany.

:: Background

Philexport Cebu is an umbrella organisation, with more than 250 members, both exporters and export associations. At the start of the intervention, the situation was as follows:

• Core business advocacy
• Decreasing membership and revenues
• Main revenue stream: One Stop Export Documentation Services
• Limited service portfolio
• Low visibility, poor image with donors, associations and companies
• Need to diversify revenue stream, develop new customer based services, enhance image
• Specific request to set up a training centre

:: Targeted results

The intervention aimed at extension of the service portfolio, structurally embedded in the organisation, with enhanced capacity of staff and local experts (LEEs), leading to:

• diversified and sustainable revenue streams
• higher customer satisfaction
• increased membership
• strongly improved image
• established alliances with national and international support organisations

:: Realized results

The results achieved include the following:

• Export Training and Coaching Center (ETCC) established, branded and operational
• Market information service (iSearch) established, branded and operational
• Organization strategies, structure and work processes adjusted and documented
• More than 35 LEEs and staff trained (of which approx still 50% actively engaged after 1 yr), working under guidance of a Code of Conduct
• Break-even for trainings realized
• Customer satisfaction significantly increased
• Membership up
• Membership fee up, justified by extended service delivery
• Image up, with organisation recognized as a key player in the field of export marketing training and coaching services  among all stakeholders
• MOUs signed with GTZ, DED, CIDA, DTI to have Philexport Cebu as preferred supplier of MI and Training and Coaching services (EU project in pipeline)
• DED to provide structural capacity building support to Philexport
• Requests for training and coaching coming in from beyond the region
• Government providing Exporter Support fund to Philexport to implement training and coaching services to enhance competitiveness of export community in times of crisis

:: Main activities implemented

• Focus group discussions with Philexport members
• Needs analysis with associations and company representatives
• Interviews with donors
• Brainstorming sessions with Philexport management and staff
• Development and implementation of Business Plans for Training and Coaching Center and Market information services
• Training and coaching of Local Experts and staff
• Development and implementation of training calendar and curricula by Local Experts and phased out coaching by international experts
• Development of a Premium Membership model
• Development and introduction of ‘light’ Market information services (highly automated – syndication based)
• Development of branding campaign
• Design and implementation of Donor Road show

:: How was sustainability arranged?

• Embedded in long term strategy, adjusted organisation and documented work processes
• Based on proper and continuous analysis of customer needs and commercial viability
• Business plans as guiding and monitoring documents
• Focus on different market segments (private sector, government, international organisations)
• Institutional and commercial arrangements with diversified number of national and international stakeholders

More information: Philexport Cebu

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