2. Strategic marketing plan - Council of European Professional

advertisement

CEPIS Council Presentation

AICA-EUCIP Business Model

Roberto Bellini – President Aica’s Chapter Milano r.bellini@aicanet.it

Milano, November 20 ° 2008

0

The EUCIP Standard with a portfolio of 21+1 competence based profiles

Client Manager

IS Auditor

IS Manager

Sales & Application Cons.

Enterprise Sol. Cons.

Logistics & Autom. Cons.

IT Trainer

Help Desk Supervisor

X-Systems Engineer

IT Administrator

Data Ctr. Configur. Mgr.

Network Manager

Database Manager

IT Business

Managers &

Professionals Solution

Consultants

Service

Support

Specialists

Operate

Operational

Managers

Plan

Build e-Business &

Innovation

Agents

Technical

Advisers

Software

Designers

Business Analyst

IS Project Manager

IS Analyst

Software Developer

Systems Int.&Testing Eng.

Web & Multimedia Master

Security Adviser TLC Architect IT Systems Architect

Most important EUCIP characteristics

 The first native European ICT Competence and Profile Framework, vendor independent

 The level of granularity: 3.000 Knowledge Objects, grouped in 160 competence categories and 18 areas, to build up 21+1 profiles recognisable by the Labour

Market;

 The embedded recognition of Vendor Dependent Certifications

 The service approach: the granularity level is very help full to support

Competence Assessment, Training Module qualifications, Learning and Work experience Design Paths and other services like Certification

 The compliance with the eCompetence Framework (eCF) recently announced in

Tessalonica, allow to enrich the EUCIP Framework with EQF levels and talk with other Frameworks

 We have also to share following considerations

 B2B market more important then B2C

 Importance of Vendor Independent Frameworks in respect to companies of

ICT demand side

1. Market opportunities analysis and possible risks

1.4 market segmentation (with EUCIP)

Functional use

3

Professionals

ICT Specialists

The EUCIP role for AICA

ICT Systems Planning

Competences

ICT Systems Building

Competences

ICT Systems Operate

Competences

PC Use

Competences

EUCIP

ECDL

Tecnology

Target

ICT specialists as individuals, potential

AICA’s members

Target

ICT Specialists as individuals

(professional Component)

ECDL

Target

PC Users (specific competence) individuals

Target

Companies/

PA Bodies for their ICT

Specialists

(business performance)

Target companies/

PA bodies for their PC

(office Productivity)

Companies/PA Bodies

Groups of clients

2. Strategic marketing plan

2.1 Market Strategy and objectives

How to feed up the EUCIP Business

 Implementation of an EUCIP Based on line Service Portfolio, focused on

Company needs

 Deployment of the EUCIP Based Service’s portfolio to Companies of both demand and supply side, through CC-Competence Centres

 Royalties charged on each unit of on line services delivered by the CC to his business client

The total Italian universe of ICT professionals & managers is around 1,2 million of ICT specialist: we are targeting 5% of this universe in the next 3-4 years

4

1. Market opportunities analysis and possible risks

1.5 SWOT Analysis in Italy (5/5)

5

6 main areas of action for the next 3 years plan

 Enhance availability of EUCIP Services for Large Accounts

 Increase the number of Business Competence Centres with many large accounts, private and public (>100), with a specialized business in the ICT domain (>30%)

 Increase the involvement of associate members at local level, using as a leverage the professionalism program centred on EUCIP Certifications (WEP)

 Special action on Mapping Learning Modules to be qualified as EUCIP

Compliant Training Offer (needed for Learning and Cert Paths Design)

 Special action to Small and Micro Enterprise Industry Associations (PIN-

SME Europe and Italy)

 CEPIS action to build up the recognition of Vendor Dependent

Certification by EUCIP Standard

2. Strategic marketing plan

2.2 positioning and segmentation (to be)

New AICA’s positioning: professional prestige (EUCIP Certification’s based) v experience exchange for both targets:

Senior ICT Specialists and Trainers, ICT

Junior Specialists

Experience exchange

(on user competences and specialistic competences)

Senior

Specialists

& Trainers

ITIL

IBM

Qualification, performance & career

AICA

(EUCIP Elective)

Professional

Prestige

(EUCIP Cert based)

Oracle

Microsoft

6

AICA (

ECDL)

Junior

Specialists

The virtuous cycle, EUCIP based , of

Continuous Professional and

Performances Development

Individual professional career improvement

Business

Performances improvement

Professional

Training

Work

Experience

Measurement of possessed competences based on

Standard EUCIP

Technical

Up date and Training

Certifications

• Champion

• Elective

Certifications

• Associate

• Core

• IT Admin

Labour Market introduction

Neo graduates

Neo Master

7

2. Strategic marketing plan

2.1 Market Strategy and objectives

EUCIP Based on line Services portfolio for Large Accounts

 EUCIP Based Assessment and Gap Analysis to design and monitor

 Technical and Professional Learning Path

 Work experience path

 Certification path

 Recruiting support (internal and external resources)

8

 EUCIP referred reporting

 Statistical Analysis and Benchmarks

 Profiles market value monitoring

2. Strategic marketing plan

2.3 Resources

Business Competence Centre

B2B, complete profile portfolio free market, consultancy, training and recruiting

Complete set of Certifications

 Professional Competence Centre

 B2C, mainly IT Admin

 Private and public financed training

 University Competence Centre

 B2C, selected profile portfolio

 Private and public financed training

 Associate Certifications

 AICA’s Local Chapters

 B2C, complete set of Certifications

9

2. Strategic marketing plan

2.2 positioning and segmentation (to be)

Target B2C

Students/neo graduates

Teachers and Trainers

Professionals at work

Managers at work

Target B2B

ICT Demand side

• Public Administrations

• NON ICT Companies (Finance, Commerce,

Manufacturer, professional Services , …)

ICT Supply side

• Hardware

• Software and ICT services

• Specialized Commerce

• Training, consultancy, recruitment

10

3. Offering

3.1 Product/Services Portfolio (1/3)

Individual ICT Professional Career Development

(EUCIP Based, reserved to AICA Members – Professional and e Manager )

ICT Professional Career Improvement

WEP-Workforce space Event Program, at local and national level

Benchmark

(ICT profiles)

On line Forum

-Labour Market

-ICT Professionalism

-Competence Value

Salary Profile

My Pay

AICA

Certification

Path

Portfolio and

Certification

Exams

Automatic

Exams

(Core e ITA)

Diagnostic

Test

Periodical Reports

• ICT Professions

• Labour Market

• Value of Competences

On Line Magazine

“Mondo Digitale ”

On Line Library

ICT Competences Rapid Self Assessment and Gap Analysis

11

The personal Assessment Report build up by the ECCO

EUCIP tool for each ICT Specialist

Giugno 2008 seminario GBS

12

3. Offering

3.1 Product/Services Portfolio (2/3)

ICT Business Performances Improvement

(EUCIP based, to support the Strategic management of ICT Specialists)

Internal Resources Management

Development

Path Design

Work Path

Training Path

Certification

Path

Learning

Path Monitoring

Professional

Learning

Technical up date and Learning

Work

Experience

Monitoring

On operational processesses

Diagnostic Test

Certification

Path

Monitoring

Certification

Exam

Up Date and validation of

Certification

Portfolio

Automatic

Exams

(Core e ITA)

ICT Competences Professional Assessment, Individual and

Validated, and Gap Analysis

13

3. Offering

3.6 Resources engaged for delivery

 To serve the final Business Customer (CC client)

 Professional component: CC’s EUCIP Qualified Consultant

 On Line component:

 AICA’s Service Centre: per project, CC’s block cards assignment and quality of result monitoring

 CC’s Project Leader: per project, final Customer individual cards assignment and delivery monitoring

 To support specifically the EUCIP Elective Certification Services

 Members of AICA’s Chapters, engaged at local level

To support CC and AICA’s Chapters

AICA’s Promotion & Service Centre, at national level

14

5. Objectives, Operational Plan, KPI

5.5 Plan and programs

 acquisition of 10 more BCC in 12 months

 acquisition of 10 more Large and Very Large Business Customers end 2009

 Acquisition of 3 multinational companies end 2009, to exploit pilot projects on EUCIP Based

Services (possible with other CEPIS Member help)

 Mapping and qualification of EUCIP Compliant Training Offering in next months

 Forecast of AICA’s revenues on EUCIP Services Portfolio

 2008-2009: contributions from assessment of 2.000 people

 Students, professionals & managers of demand side and offer side Companies & PA

 Professional & Manager Recruitment

 Some Certification Elective

 2009-2010: contributions from assessment of 5.000 people

 Students, professionals & managers

 Professional & Manager Recruitment

 Some hundred Certifications Electives

 Some first ICT training brokerage activity

15

The proposal from AICA

If you like the approach, the AICA’s Promotion and

Service Centre is ready to support your EUCIP

Business under CEPIS sponsorship

The dream j would share with you

“to build up a unique European ICT professional social network, using EUCIP standard as a bootstrap”

16

Thanks for your attention

r.bellini@aicanet.it www.aicanet.it

17

Download