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Lessons from MI-BOSPO Microcredit Organization in Bosnia and Herzegovina October 2008 , Brussels , Belgium

Lessons from MI-BOSPO Microcredit Organization in Bosnia and Herzegovina October 2008 , Brussels , Belgium. Agenda. Introduction to MI-BOSPO MI-BOSPO’s decision to become the provider of choice for women Launching the MI-BOSPO brand. MI-BOSPO.

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Lessons from MI-BOSPO Microcredit Organization in Bosnia and Herzegovina October 2008 , Brussels , Belgium

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  1. Lessons from MI-BOSPO Microcredit Organization in Bosnia and HerzegovinaOctober 2008, Brussels, Belgium

  2. Agenda • Introduction to MI-BOSPO • MI-BOSPO’s decision to become the provider of choice for women • Launching the MI-BOSPO brand

  3. MI-BOSPO • MI-BOSPO provides financial services for entrepreneurial women • To develop their business • To gain economic power • To assume better positions within their families and become more active members of the society • MI-BOSPO serves more than 30000 women clients in Bosnia and Herzegovina with 31 mill EUR

  4. MI-BOSPO Research & Opportunity • In 2006, MI-BOSPO conducted customer research with men and women to identify opportunities to better serve the women’s market • Main opportunity for MI-BOSPO in the short term was to build the brand and align MI-BOSPO around being the provider of choice for low income womenentrepreneurs

  5. Designing the MI-BOSPO Brand • The right brand is a combination of who you are as an organization, what products you have to offer and the clients you serve • The brand also distinguishes you from the competition • Brand must motivate potential clients, resonate with current clients & inspire people MI-BOSPO’S CLIENTS MI-BOSPO’S BRAND • Brand must be grounded in the mission, based on MI-BOSPO values & resonate with MI-BOSPO team • Brand must be grounded in the products MI-BOSPO offers MI-BOSPO’S PRODUCTS MI-BOSPO’S ESSENCE

  6. Who is MI-BOSPO? MI-BOSPO Team Board & Management Staff – BMs & LOs • MI-BOSPO provides financial support to low-income women entrepreneurs 1. MI-BOSPO provides financial support to low-income women entrepreneurs, which strengthens her role in family and society 2. MI-BOSPO is a strong MCO with excellent staff and great accomplishments • Who MI-BOSPO is and what MI-BOSPO does is quite clear – what MI-BOSPO believes in is less clear • Opportunity to align the entire organization around one brand idea

  7. Who is MI-BOSPO? MI-BOSPO Clients Segment 2 Clients Solidarity Clients Potential Clients • MI-BOSPO provides credit to help business women • “I don’t know what others think, but the first thing I think of is business women and aid.” (Women entrepreneurGradačac) • MI-BOSPO provides fast, accessible credit • “What I think about MI-BOSPO is you can get financial help in two days.” (Women entrepreneur, Gradačac) • MI-BOSPO provides some kind of help, maybe for women, entrepreneurship • “Yes I had heard before, about MB, but I didn’t really have any detailed info. I knew that they existed and I knew that it was an organization for woman.” (Women entrepreneurTuzla) • Opportunity to differentiate MI-BOSPO much more in the market

  8. What Women Want • To contribute financially to the household • “...The most important thing is that I feel useful in terms of bringing in money and also useful in terms of developing my family.” (Women entrepreneur, Bijeljina) • Have some financial independence • “I didn’t have employment. That is why I turned to this to start up my own business, to have something independent. Something for myself.” (Women entrepreneur, Gradačac) • Be successful in business • “I’m successful in business, in my life, in my family.” (Women entrepreneur, Gradačac)

  9. MI-BOSPO Brand – Who you are, what you do, what you believe MI-BOSPO BELIEVES… CLIENTS BELIEVE… Want financial independence Woman feels greater self-esteem and confidence Appreciate being able to contribute economically to the household Woman’s role improves in family & society Woman’s business grows, household improves Be successful in business Therefore, brand recommendation is…

  10. MI-BOSPO Brand MI-BOSPO recognizes the efforts and success of women entrepreneurs

  11. Launching the Brand • Internal brand launch – providing training on service provision to women • External brand “kick-off”, 10 year anniversary celebration • PR campaign to position MI-BOSPO as the provider of choice for women entrepreneurs • Birthday party celebrating women entrepreneurs & their families • “Giving Back to the Community” effort with local orphanage, supporting building of center for breast cancer prevention • Newsletter insert and business newspaper articles • Fairs, client exhibits, photo of clients’ exhibits • Formal advertising supporting the new brand • Radio, billboards, new leaflets to attract new clients • Continue marketing efforts with current clients

  12. 10 Years with You "MI-BOSPO - for the success of business women." 10 Years with You

  13. "MI-BOSPO - for the success of business women." 10 Years with You

  14. “MI-BOSPO believe and invest in your success” “Fast loans, simple guarantors, excellent customer service and no fees.” “MI-BOSPO - for the success of business women.”

  15. Credit Officer Vehicles Newsletter and Fairs featuring women entrepreneurs

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