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Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Provision of Advisory Services to SMEs SMEPASS ❷ This project is.

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Presentation on theme: "Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Provision of Advisory Services to SMEs SMEPASS ❷ This project is."— Presentation transcript:

1 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Provision of Advisory Services to SMEs SMEPASS ❷ This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

2 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

3 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Overall Objective  To increase the competitiveness of Croatian SMEs through the provision of high quality business support services Purpose  To promote business advisory services to SMEs and to provide direct business advisory services to selected SMEs Timeframe  The project commenced on 1st July 2013 and will conclude on 30 June This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

4 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Component I  To promote the Project through an Awareness Raising Campaign that includes a media campaign, promotional materials and promotional seminars and workshops Component II  Provision of advisory services in Marketing/Product Development and Quality Management to a minimum of 150 SMEs Component III  Project pipeline preparation assisting a minimum of 10 SMEs in the preparation of documentation in response to Calls for Proposals for EU Structural Funding of projects This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

5 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution How do SMEs gain access to Project Assistance ? The application and selection processes has been carefully designed to be fair and transparent, affording all interested SMEs the opportunity to access Project assistance. Component II Access Via the Project website (www.smepass2.eu) by registering and by completing an online Expression of Interest Form. This will be followed by an interview. Component III Access In response to Calls for Expressions of Interest issued by the Ministry of Entrepreneurship and Crafts (This component is completed). This project is co-funded by European Union from the European Fund for Regional Dev. Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

6 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Access Gateways Component II AccessComponent III Access There are three access gateways under Project Component II. These are: 1.November/December 2013 (Intake of a minimum of 50 SMEs April to 23 May 2014 (intake of a minimum of 50 SMEs 3.15 September to 17 October 2014 (Intake of a maximum of 50 SMEs) Work in this component has been completed. This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

7 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Why should an SME become involved ? Component II BenefitsComponent III Benefits Free access to highly competent Croatian and EU consultants who will assist selected SMEs in: MarketingQuality Systems  Quality auditing  Basic quality management  Total Quality Management  Compliance with EU regulations  Customer satisfaction  Continuous improvement systems  Sales & marketing audit  Market analysis  Marketing Plan  Export readiness analysis and plan  International sales prom. & marketing  Branding  Website&e-Commerce  Product development Access to Structural Funds Free access was provided to highly competent Croatian consultants who assisted selected SMEs in: Preparation of documentation required to successfully meet all of the requirements necessary in accessing grant funding to co- finance projects. This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

8 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Where will the Consultants come from? How will Consultants be selected ?  The Project is resourced with a total of 3,950 working days of consultant time.  Individual consultants will be contracted to address developing requirements for assistance in beneficiary SMEs  The SMEPASS II consultant team will be an optimal blend of consultants from Croatia and other EU member states  Consultants will be selected through a robust open and transparent process.  They will apply for consideration via a dedicated webpage on the SMEPASS II Project website.  Their qualifications and experience will be vigorously cross-checked to ensure that their competencies are the perfect match for the individual requirements of SMEs with which they will work. This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

9 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Since June a First Group of 49 SMEs is Receiving Advisory Assistance From SMEPASS II Experts Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund Marketing: 34 SMEs Quality Assurance: 14 SMEs Product Development: 1 SME

10 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Clients Expressed Their Satisfaction With the Services Provided by the Project Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund Some Quotes from Managers of SMEPASS II Clients „Vrlo smo zadovoljni sa pomoći koju smo dobili kroz SMEPASS II projekt. Korist od projekta je veća nego što smo očekivali, dok je kvaliteta konzultantice sa kojom radimo vrhunska.“ (Naše Klasje d.o.o., Zagreb) „Zahvaljujem timu SMEPASS II koji nam je dao priliku da uđemo u proces uvođenja HACCP i ISO 9001 standarda. Time je bitna etapa i ujedno temelj za daljnje korake provedena potpuno besplatno, a time i dodatno motivacijski. Vođeni pozitivnim iskustvom prijavit ćemo se i na treći krug u rujnu, ovaj puta za mjeru marketing“ ("Maslina i vino", Polače) „Sudjelovanje naše tvrtke na projektu SMEPASS II možemo ocijeniti kao vrlo korisno i pozitivno iskustvo….“ (Biovitalis d.o.o., Turčin) „No dolaskom SMEPASS konzultanta, uz njegovo propitivanje naše poslovne prakse i savjete za njeno unapređenje, otvorili su nam se novi vidici“ (Pro Mimato d.o.o., Zagreb)

11 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Croatian SMEs that have a genuine desire to improve their market penetration on home and international markets are encouraged to apply ! This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

12 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

13 Advantages from the EU Accession Source: European Commission - MEMO/13/629 28/06/2013 Croatia is part of the internal EU market Free trade with all Member States. Free movement of goods Free movement of capital. Free movement of EU workers and services Facilitation of cross-border payments This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

14 Consequences of the EU Accession Source: European Commission - MEMO/13/629 28/06/2013 Croatian consumers have access to more products of better quality and at a lower cost. The single market is offering new opportunities for partnership and networking with similar industries and sectors. The accession of Croatia boosts opportunities in terms of public procurement. Market opening will increase competitiveness on all markets and so also on the labour market. Structural funds will provide access to finance for businesses and support them to be more competitive. This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

15 Croatian SMEs Have to Cope with New Challenges This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Chance to enter new markets in the EU Need to defend the home markets Compliance with EU regulations and laws Certifications Identify new markets Understand market requirements Define entry/expansion strategy Implement strategy, funding Find new business partners Comply with partners´ requirements Compliance with EU regulations and laws Certifications Identify new markets Understand market requirements Define entry/expansion strategy Implement strategy, funding Find new business partners Comply with partners´ requirements Vision and ambition Entrepreneurial initiative Willingness to learn (new skills, E4E) Flexibility Openness to ideas Commitment Willingness to take new ways Willingness to invest time, energy and money Continuous effort Differentiate Match competitors marketing mix Improve product /service quality Find new sales channels, Find new business partners Develop new products Differentiate Match competitors marketing mix Improve product /service quality Find new sales channels, Find new business partners Develop new products „Hard“ Management Factors Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

16 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

17 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Module II a What is required….. to successfully enter the EU market and/or to defend your position on the Croatian market?Marketing Juergen Mendritzki, Key Expert Marketing Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

18 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution What are the Challenges for Your Company on Your Home Market? Stronger competition by cheaper foreign products with better quality Foreign companies with strong brands and strong B2C and B2B marketing Foreign companies with more favourable cost basis, good logistics systems Risk that customer loyalty/preference for traditional domestic products/producers will further decrease! Need for (more) active marketing on the home market Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

19 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Increased Competition is Challenging Croatian Companies´ Marketing Mix The Four “P”s Product Place Price Advertising Sales Promotion Publicity Public Relations Personal Selling Promotion Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

20 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Your Company Has to Find Answers to Important Marketing Questions How do I compare with my competition? How can I identify and choose profitable market segments in Croatia and/or abroad? How can I enter new sales channels? Is my company ready for export? How can I better differentiate my offer from my new or old competition? How should I react to competitors? How can I satisfy my customers and build brand loyalty? Which prices should I set? Do I need to spend money on promotion? Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

21 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Are You Doing Marketing? …….actually it is something that you are doing everyday, ……hopefully. Making products available that satisfy customers 1.Finding out what potential customers need/want 2.Designing the product and setting a price to make it interesting and desirable to customers 3.Letting potential customers know about you and your product 4.Making it available to potential customers Earning money with it Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

22 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution. New Products? New Markets? Both? None of them? 25 Products/ Processes Markets NewOld New Value chain improvement Quality improvement Marketing Certification QM Systems Product/Process Innovation Value/Supply Chain optim. Marketing Certification QM Systems Competitiveness Quality Marketing Innovation Productivity Supply Chains Product/Process Innovation Export Strategy Export Marketing/Netwkg Start-up support? Certification QM Systems Quality Improvement Product Certification Export Strategy Export Marketing Certification QM Systems Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

23 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution. Why exporting? 12 Advantages of Exporting for a Croatian SME 1.Larger and more sustainable demand 2.Lower per unit costs 3.Increased profits 4.Compensation for seasonal demands 5.Selling excess production capacity 6.Inflow of know-how and technologies 7.Improvement of productivity & quality 8.Diversification 9.Enhanced domestic competitiveness 10.Potential for company expansion 11.Product life cycle extension 12.New financing opportunities 1.Larger and more sustainable demand 2.Lower per unit costs 3.Increased profits 4.Compensation for seasonal demands 5.Selling excess production capacity 6.Inflow of know-how and technologies 7.Improvement of productivity & quality 8.Diversification 9.Enhanced domestic competitiveness 10.Potential for company expansion 11.Product life cycle extension 12.New financing opportunities Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

24 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution. The European Union is the Most Attractive Market in the World 500 million inhabitants in 28 countries An economy worth 11 trillion Euros (28.8% of the world economy) The World´s biggest trading entity : ( 22.8% of world trade in goods, 27% world trade in services) The main export market for some 130 countries around the globe A single market : no internal borders for goods, services, capital, people Common policies and regulations A single currency, the Euro, already used in 17 Member States Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

25 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution. What are the Challenges for Your Company in Other EU Countries? Markets are very developed and demanding Customers in different countries have different preferences Most market niches are already occupied Sales channels are filled with well accepted products from established companies Convincing distributors to choose you as supplier requires persistent marketing efforts Low-price strategy is not a sustainable option for you Consumers must be attracted by different/new/innovative products (differentiation) B2B customers require B2B marketing, service, flexibility, reliability and excellent Quality Management Risk that your present offer is simply not interesting for the chosen market segments Need for export marketing Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

26 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution. Is Your Business Ready to Export?  Management's commitment to exporting  Skills in doing international business  Language and communication skills  Financial resources  Technical know-how  Capacity to manufacture / supply  International market intelligence  B2B marketing capacity Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

27 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution. In Most Cases B2B Marketing is Needed. 5 Things to Do First Where SMEPASSII Can Help Branding: You need a memorable brand identity to differentiate your company from competitors and communicate the highest value you deliver. Create a logo, a positioning tagline, and key messages to be used in all marketing materials. Website: Every prospect who considers your company looks at your website. Create a site that explains what you do and how you do it. Fill the site with content that demonstrates your knowledge and expertise. Invite response with a call to action on every page. Make the site easy to use and worth a return visit. Database: Your business needs an accurate, easy-to-access database of customer and prospect information for targeted marketing tactics like and direct mail. Build your database using a platform that’s suited to your type of business and keep it current. Sales presentation: The B2B sales process often involves face-to-face meetings with prospects. You need to walk into those meetings with a great presentation of your capabilities. Develop an engaging PowerPoint presentation about your services and how you can help the prospect succeed. Later, you can add video and use more sophisticated tools, but PowerPoint is the easiest place to start. Sales collaterals: When you leave a prospect meeting – and sometimes before you meet – you need to give prospects information about your company that they can review and share with others. Start with a capabilities brochure, then develop a carrier or folder with inserts for testimonials, case studies, biographies of your team, or a client list. Branding: You need a memorable brand identity to differentiate your company from competitors and communicate the highest value you deliver. Create a logo, a positioning tagline, and key messages to be used in all marketing materials. Website: Every prospect who considers your company looks at your website. Create a site that explains what you do and how you do it. Fill the site with content that demonstrates your knowledge and expertise. Invite response with a call to action on every page. Make the site easy to use and worth a return visit. Database: Your business needs an accurate, easy-to-access database of customer and prospect information for targeted marketing tactics like and direct mail. Build your database using a platform that’s suited to your type of business and keep it current. Sales presentation: The B2B sales process often involves face-to-face meetings with prospects. You need to walk into those meetings with a great presentation of your capabilities. Develop an engaging PowerPoint presentation about your services and how you can help the prospect succeed. Later, you can add video and use more sophisticated tools, but PowerPoint is the easiest place to start. Sales collaterals: When you leave a prospect meeting – and sometimes before you meet – you need to give prospects information about your company that they can review and share with others. Start with a capabilities brochure, then develop a carrier or folder with inserts for testimonials, case studies, biographies of your team, or a client list. Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

28 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Module II b What is required….. to successfully enter the EU market and/or to defend your position on the Croatian market? Quality Assurance Igor Pus NKE Quality Assurance This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

29 Generalities about Legal Requirements Legal Requirements are the first issue every SME should consider before placing its products/services in the market. For some products/services there are quality legal requirements to comply with, e.g., CE marking, HACCP, REACH Regulations, etc. In some cases, European Regulations requires the participation of a Notified Body. A kind of compulsory certification process by an authorized Organism. Complying with EU Regulations does not represent a Competitive advantage over our competitors. It will allow us to commercialize our products/services in the EU. Each member state defines who is the Competent Authority that assumes the surveillance activities in its territory. This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

30 Which are the Main Challenges Regarding Legal Requirements Coming from EU Accession? From the Quality Management point of view, Croatian SMEs will face new situations by the entry into the EU: These changes are affecting your company in order to be in the market, even if you are not exporting your products/services This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Legislative changes not only in the content of laws but in their enactment. TO CREATE A COMMON MARKET Standardization of products & services will be carry out by European Standards Committees. TO AVOID DISPERSION OF THE COMMON RULES Trade of certain products requires from the manufacturer’s declaration of compliance with EU legislation (CE marking) TO ENSURE USERS’ SAFETY Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

31 Legislative Acts in the EU  Binding legislative acts: not requires transposition into national law  Regulations  Decisions  Non binding legislative acts: requires transposition into national law, so changes can be made at national level  Directives  Recommendations  Opinions  The SME should designate a responsible person for identifying applicable product/service legal requirements This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

32 Regulated products/services in EU Actually there are European legal dispositions over: This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SERVICESPRODUCTS FinancialToys Liberal professionsMachines Road transportPressure equipment Marine TransportMedical devices Air TransportElectrical and electronic equipment and gas appliances E-commerceBoats, recreational crafts PostalPharmaceutical and cosmetic products Chemical products Motor vehicles Construction Products Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

33 How does standardization affect my SME? Generally speaking, the compliance with most of the product or service European Standards (EN) is voluntary. When the European Commission understands that the safety of the user of a product/service can be compromised, established through a Regulation or a Directive essential legal requirements to be met. The essential legal requirements or minimum quality specifications are defined in the harmonized EN standards (EN standard + annex ZA). In the annex ZA is defined which part of the EN standards is compulsory and the surveillance scheme to apply...http://ec.europa.eu/enterprise/index_en.htmhttp://ec.europa.eu/enterprise/index_en.htm This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

34 Who elaborates the European Standards? To avoid dispersion regulations, standards are developed by working groups in the Technical Committees at European Standardization (CEN, CENELEC, ETSI). SMEs as users of the EN standards should participate in the standardization process, the specifications are define there. The representation of SMEs in the standardization committees is usually channeled through sector associations or Competent Authority of each Member State. This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

35 What do These Products Have in Common? What does CE Mean? This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

36 Marking Marking CE marking, the product is assessed before being placed on the market and meets EU safety, health and environmental protection requirements. Harmonized EN standards establish the minimum specifications to be met by the products. It is manufacturer’s responsibility to:  Carry out the conformity assessment  Set up the technical file  Issue the EC declaration of conformity  Affix CE marking on the product. Notified Body (NB) are authorised to carry out the independent conformity assessments when is required. NANDO database of notified conformity assessment bodies: This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

37 Marking Marking This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Certification System Manufacturer responsibilities' NB dutiesCE marking documents 4 Initial Type testing Factory Production Control FPC Declaration of compliance 3Factory Production Control FPCInitial Type testingDeclaration of compliance 2+, 2 Initial Type testing Factory Production Control FPC Testing Results conforming FPC FPC Assessment Declaration of compliance FPC Certificate 1+, 1 Factory Production Control FPC Testing Results conforming FPC Initial Type testing FPC Assessment Testing audit samples Declaration of compliance Product Conformity Certificate Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

38 CE Marking: List of Directives & Regulation Regulation (EU) No 305/ Construction products 89/686/EEC Personal protective equipment 90/385/EEC Active implantable medical devices 92/42/EEC Hot-water boilers 93/15/EEC Explosives for civil uses 93/42/EEC Medical devices 94/9/EC Equipment and protective systems intended for use in potentially explosive atmospheres 94/25/EC Recreational craft 95/16/EC Lifts 96/98/EC Marine Equipment 97/23/EC Pressure equipment 98/79/EC In vitro diagnostic medical devices 99/5/EC Radio and telecommunications terminal equipment 2000/9/EC Cableway installations designed to carry persons 2000/14/EC Noise emission in the environment by equipment for use outdoors 2004/22/EC Measuring Instruments Directive 2004/108/EC Electromagnetic compatibility 2006/42/EC Machinery 2006/95/EC (ex-73/23/EEC) Low voltage directive 2007/23/EC Pyrotechnic articles 2008/57/EC Interoperability of the rail system within the Community (Recast) 2009/23/EC (ex-90/384/EEC) Non-automatic weighing instruments 2009/48/EC Safety of toys 2009/105/EC (ex-87/404/EEC) Simple pressure vessels 2009/142/EC (ex-90/396/EEC) Appliances burning gaseous fuels 2010/35/EU Transportable pressure equipment Regulation (EU) No 305/ Construction products Decision 2009/750/EC (implementing Directive 2004/52/EC) - Interoperability of Electronic Road Toll Systems Regulation (EC) No 552/ Interoperability of the European Air Traffic Management network …… …. This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

39 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Module III a. What can SMEPASS II experts do for an SME? - The project’s advisory services -Marketing Juergen Mendritzki Key Expert Marketing This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

40 SMEPASS II Marketing Advisory Support offer offer 1.Sales and marketing audit 2.Market Analysis Basic 3.Practical Marketing Plan 4.Website, eMarketing, eCommerce 5. Export readiness analysis and plan Medium 6. Branding 7. International Sales Promotion and Marketing Advanced This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

41 Benefits from SMEPASS II Marketing Audit Service How good is your marketing? Find out how your company performs in the market compared with old/new competitors Find out why competitors are gaining market share How do you meet customer expectations/requirements? This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

42 Benefits from SMEPASS II Market Analysis Services Which profitable market segments exist that you could serve? Understand your markets better to serve them better (possibly as a SMEPASS II service for all companies from the same sector) What do the markets require/expect from you? Training on how to conduct market research This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

43 Benefits from SMEPASS II Practical Marketing Plan Service How to enter the right market segments Manage sales and marketing activities in your home market better Develop a plan to fully exploit existing sales channels Develop a plan to enter new sales & distribution channels This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

44 Benefits from SMEPASS II Export Readiness Analysis and Plan Find out whether you are ready for export Identify on which marketing strengths can you build? Which weaknesses do you need to overcome? How to enter the right market segments Prepare your export marketing This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

45 Benefits from SMEPASS II Branding Service Ensure customer loyalty and Improve your chances on the market through a branding strategy Brush up your existing brand (name, logo, identy system) Design a new brand (including basic identity system) for your company or your products Build awareness of your brand in the market Implement your brand guidelines Design/review basic promotional material to address target customer segments This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

46 Benefits from SMEPASS II Website Development and/or eMarketing Build your website Develop your website to a marketing and sales tool. Develop an eMarketing or eCommerce strategy Use the internet to offer your products/services and to attract customers Get a basic system to handle business via the internet This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

47 Benefits from SMEPASS II International Sales Promotion and Marketing Services Search for business partners or strategic partners Arrange the contact with potential partners Prepare the sales pitch Get support for negotiations with new partners Get help to make you fit for the first export deliveries Prepare for trade fair participation Get training on how to deal with foreign customers Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by the European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

48 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

49 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Are you bringing the right product to market ? Is what you are selling what your target market really wants ? Are you conscious of the needs of your customers ? If so, how ? Do you perform surveys of your customers satisfaction levels ? Any customer can have a car painted any colour he wants, so long as it is black !! Henry Ford This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

50 More efficient product & process development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution The Link between Product Development and Innovation Innovation Strategy Innovation organization and culture Product and process development Idea management Launch / continuous improvement Innovation life cycle management Marketable Product IMP 3 ROVE Innovation Assessment Tool PRO INNO Europe ® Initiativewww.improve-innovation.eu This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

51 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution What the SMEPASS II Project can do for your SME in the field of Product Development!  Assess your product’s fitness for purpose on existing and new local, national and international markets.  Assist you in redesigning and refocusing your product offering  Assist you in embedding innovation practices in order to ensure continuous improvements in product design. If this is of interest to you, please tick the box alongside Product Development on your online application for assistance under the SMEPASS II Project. 1 PRODUCT DEVELOPMENT This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

52 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Module III c. What can SMEPASS II experts do for an SME? - The project’s advisory services - Quality Assurance Igor Pus NKE Quality Assurance This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

53 Which of these cars has the better Quality? This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

54 Definition of Quality We can not answer that question so easily, in our common language we associate Quality with Excellence But from a more technical point of view a possible definition could be: FITNESS FOR PURPOSE Quality of a product or service refers to the perception of the degree to which the product or service meets the requirements. The quality perceived by the customer, depends on the “quality” of several processes, not just production/service delivery. We can point out some of them that have impact in Quality results: Purchasing (raw materials or subcontracted services) Sales Maintenance Human Resources, etc. This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

55 Quality specifications This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Customers Requirements’ (in B2B normally referred to a protocol or an internal specification) MARKET Standards (HR, EN, ISO, etc.) VOLUNTARY Regulations (Harmonized EN standards) LEGAL QUALITY LEVEL Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

56 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Continuous Improvement Oriented Systems, quality systems based in ISO standards as ISO 9001, ISO/TS 16949, etc, measure the Quality through: Key Performance Indicators (KPI) that provide information about the efficiency of the main processes. Compliance of Quality specifications Is Quality measurable? Objective data to answer which product/service is better Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

57 Why implement a Quality Management System (QMS) in a SME? This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution A QMS is the set of policies, procedures, plans, instructions and resources aimed at ensuring compliance with legal and customer requirements. In other words, a systematic way of organizing my human resources and equipment, in order to achieve a certain quality level of my products/services. Defining the responsibilities of staff in relation to Quality Establishing methods and frequencies in the Quality Control Ensuring that the measuring equipment is accurate Ensuring compliance with quality specifications Ensuring conservation of the data controls Analyzing the obtained results Proposing corrections based on objective data Increase Efficiency & Effectiveness Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

58 Quality Management System documents This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution We must not confuse a QMS with the documents used in its definition: Quality Manual, Procedures and Working Instructions. A good consultant should ensure that the QMS is a tool for SMEs, not a constraint, and to avoid bureaucratization by: Properly sizing the documentation to the SME and the requirements Avoiding duplication in documentation (unnecessary procedures) Preparing user-friendly but precise and targeted working methodologies (not for third parties – Certification Bodies) Defining templates adapted to the SME needs Experts or Consultants must not introduce changes in the SME procedures, where they are not needed. Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

59 SMEPASS II Quality Management Systems offer Quality Management Services offered by SMEPASS II 1.Basic QMS design and training 2.Quality Audit Basic 3.Compliance with EU Regulations 4.Satisfy the quality requirements of your potential customers Medium 5.Continuous improvement oriented systems 6.Total Quality Management (TQM) Advanced This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

60 Benefits from Basic QMS Advisory Service Increase quality culture in the company Getting used to work in a systematic way Clearly define responsibilities within the company Implement quality control, reduction of non-quality costs To serve as a starting point for implementation of QMS This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution  Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

61 Benefits from Quality Audit Service Detecting weaknesses in quality control Identify opportunities for improvement in: Establish a plan of action to correct the detected deviations This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Inspections control points in the production process Control equipment used Production Equipment Raw materials (acceptance criteria, suppliers evaluation) Training (identify training needs) Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

62 Benefits from QMS Oriented to Compliance with EU Regulations (e.g. CE marking, HACCP) Get used to work with EU Regulations:  Identify the requirements  Compliance self-evaluation of the requirements  Define actions plans to solve the non compliances Avoid legal conflicts Be able to legally commercialize our products within EU This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Note: It is important to note that in order to affix the CE marking to some products, European legislation makes it mandatory that a Notified Body Control perform the tasks required by the reference standard. The costs of the inspection process may not be covered by this project. Only advisory for the implementation of the management system required by the CE marking. Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

63 Benefits from QMS oriented to Satisfy the Quality Requirements of Your Potential Customers (e.g. IFS protocol, FSC- CoC) Avoid legal conflicts Be able to achieve customers requirements Gain market share and access foreign markets thanks to the trust it generates among clients and consumers Eliminate multiple customers audits (costs saving) Increase confidence, an access to quality agreements with customers and suppliers This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

64 Benefits from the Implementation of QMS (e.g. ISO 9001, ISO/TS 16949) Avoid legal conflicts Be able to achieve customers requirements Eliminate multiple customers audits (costs saving) Gain market share and access foreign markets thanks to the trust it generates among clients and consumers Access to quality agreements with customers and suppliers Improve efficiency and effectiveness of our Company’s processes Increase client satisfaction This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution    ISO 9001 ISO Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

65 Benefits from the Environmental Management Systems (ISO 14001) Optimise the management of resources and waste Reduce environmental damage from its activity Minimise the risks associated with accidental events Reduce the costs of waste management and insurance premiums Eliminate barriers to exports Reduce the risk of litigation and sanctions This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution  ISO Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

66 Benefits from the Total Quality Management (TQM) Identify the best practice in a certain production process Identify what to produce and how to do it Change the functional approach by the process approach Be able to do cost benefits analysis This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

67 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

68 …the practice of creating value for organisations, through improved performance, achieved by providing objective advice and implementing business solutions. In other words, management consultants help take organisations further than they would go on their own. They do this by solving problems, providing outside perspective, and enhancing business capability. Management consultants bring niche skills and a breadth of experience into organisations, which is often useful for specific projects but not for an organisation to employ full time. Management Consulting is….. Source: Management Consulting Association, UK This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

69 1. Agree on needs and sign Work plan 3. Recommen- dations, get approval 2. Data gathering and problem analysis 4. Action planning, get approval 5. Implemen- tation support, coaching A Typical Consulting Project Consists of 5 Steps Priorities Terms of Reference Selection of expert In-house Out-house Report Action plan Frequent visits Assistance Review Training Number of expert days depending on company size and complexity/difficulty of advisory services This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

70 Desired outcomes and results listed in the project agreement are achieved. The client’s problem is solved. The project is finished on time and within budget. The consultant and the client maintain a high-quality working relationship. The client learns to address similar problems by themselves in the future. The client says that they would hire the consultant again What is a Successful Consulting Assignment? This project is co-funded by the European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

71 Marketing Consultants can Deliver Substantial Value to a Company Case: Company B is a young textile manufacturer run by a couple in their early 40ies. The company employs 30 people and is outsourcing some work. Their products were mainly sold in the domestic market in the lower-to-middle price segment to middle-aged consumers. The company was competing on price and durability. It is directly sourcing its raw material and employs a part-time designer. The expert was contracted to reposition the company and to help them start exporting. THE OUTPUT A marketing and market entry strategy A new brand and a new identity system Website, company brochure and other material Product quality substantially upgraded New products and designs Pricing strategy for international markets Owners trained in international sales management International trade fair participation Contacts with Western European buyers established Product samples were sent THE EXPERT and THE CLIENT Marketing expert with fashion industry background Company owners available „around the clock“ Active exchange of ideas during the whole process Consultant accepted as „part of the team“ Some money invested into marketing material, Trade fair participation Sample designs tested in the market Owners travelled with consultant to see potential customers Consultant helping Owners to do sales calls Why did it go well? The company entered the international market and gained immediately orders from leading W European Department stores and store chains. Private label business with international brands started. This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

72 Trying to solve the wrong problem Failure to manage client´s expectations Lack of understanding the client´s industry Lack of communication Changing the scope of the assignment (goal, deliverables) in mid-stream. Over-charging the client through unrealistic scope of change Lack of implementation capacity When do Consulting Projects Fail ? This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

73 Example: What Can Go Wrong and Why? Case: Company B is a food producer with 40 employees. The company has been producing the same type of products for 25 years. It was selling them mainly on the regional market though traditional independent grocery stores. Its main customers are mostly elderly people who are accustomed to A´s products. The company was loosing substantial market share against imported food stuff. An Expert was contracted to develop a sales and marketing strategy. What went wrong? THE EXPERT and THE CLIENT Expert: Generalist with limited experience in the the food sector, never worked as manager Objectives and process not clearly defined Owner changed task from marketing strategy to quality improvement after3 weeks Owner frequently canceled meetings Staff was not involved, forbidden to talk with expert Information on company not disclosed Expert Producing many pages of reports No feedback from owner on papers and reports Expert saw his role only in producing concepts but not in supporting implementation The OUTPUT A very general strategy not specifically addressing the needs of the company Reports No discussion about an action plan took place At the end of the project the company stated that they were not satisfied with the results. They were expecting more than „just paper“ This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

74 Basics of How to Work with a Consultant (1) THE CLIENT:  Agree on objectives, schedules and outputs in the beginning  Clearly articulate your expectations  Don´t change the scope of the assignment in the middle of the process  Agree on how to measure the success of the assignment  Show commitment and allocate enough own time  Be available during the whole assignment  Do not leave the consultant in a vacuum  Do not delegate the responsibility for the assignment downwards  Inform your staff about the assignment  Allow the consultants to talk with your staff This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

75 Basics of How to Work with a Consultant (2) THE CLIENT:  Arrange interviews and travel schedules to most efffectively use the consultant´s time  Be open and provide information on your company, markets etc.needed to complete the assignment  Determine in advance whether the consultant´s work may require access to confidential information  Carefully read the reports and give immediate feedback  Stick to agreed schedules (meetings etc.)  Be open for positive and negative results  Articulate any criticism during the process and not at the end  Take the agreed action plan seriously and implement it  Ask for coaching Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by the European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

76 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

77 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Education for Entrepreneurship Goals:  Creation of a life-long learning system reliant on the continuous employability concept, in line with labour market developments  Articulation of a policy for enhancement of human resource development in companies, in line with new economic developments  Development of an integrated entrepreneurial education system.  Creation of a concept and curriculum through an integrated approach to entrepreneurial learning, across all segments of the education system This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

78 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Current Policy on National Strategy Action Plan Atriculated through the National Strategy for Life-long Entrepreneurial Learning (including delivery Action Plan and covering the period ) The primary objectives of the National Strategy for Life-Long Entrepreneurial Learning are:  Sensitivity and creativity of positive attitude to Life-long Entrepreneurial learning  Entrepreneurial learning as a key competence in all forms and levels of education E4E  Forum for members of the national Council of E4E which is located in the HGK office in Zagreb – sharing information about events and coordination of activities This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

79 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development Activities and Target Groups for delivered by National Co-Ordination Unit  Development of sensitivity and positive attitude towards Life-long Learning through workshops, presentations...  Running of seminars for unemployed on Start Your Own Business.  Organising Childrens Entrepreneurship Week.  Organising Academic Entrepreneurship for the Knowledge Economy.  Performance of Training Needs Analysis among the wider community  Delivering Entrepreneurship Education for Craftsmen.  Participation in international conferences on entrepreneurship. Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

80 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Members of the Co-Ordination Group for  Ministry of Entrepreneurship & Crafts  Ministry of Science, Education and Sport  Ministry of Agriculture  Ministry of Regional Development & EU Funds  Ministry of Tourism  Chamber of Economy (HGK)  Chamber of Crafts (HOK)  Employment Service  Employers Association This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

81 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

82  Eligibility  Registration on  On-line Expression of Interest  3-page on-line form  minutes needed  One-hour interview  Documents How to apply ? This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

83 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Eligibility for free SMEPASS II Advisory Services  Mikro, small and medium enterprise  Registered in Croatia  Operating for at least 2 years  Positive business results in the year 2012 or 2013  Independent business activities  No outstanding debts towards employees or the state  No conviction for criminal offences  Not in the process of pre-bankruptcy arrangement  Not in insolvency proceedings or in liquidation process;  Compliance with “de minimis”  No funds received from other public sources for same purpose  No agri/aquacultural producer of primary production stage only  Others Please check the SMEPASS II website for detailed explanations Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

84 The Application Process SME completing Expression of Interest form on-line Invitation for Interview SME completing template (Quality Assur. or Marketg.) Interview + scoring of application SME This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Selected SME to sign Eligibility Statement and provide documents SME checking its eligibility Minpo to check documents and approve application A B C D Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

85 Project Preparation Terms of Reference for expert Selection of Expert Start of consulting work This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Selected SME signing contract with Minpo Approval of expert by MINPO/CFCA Draft Work Plan of assignment A B C D Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

86 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund Apply on-line ! Project Website

87 SMEPASS II Expression of Interest Form (1) This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

88 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Expression of Interest Form (2)  Basic information on the company  Address and contact information  Size and profitability  Previous project support and experience with consultants  Products and services  Sales and marketing  Finance organisation  Quality Management System  Formal organisation and language skills  Strategic direction in the period up to 2020?  Reason for applying for free advisory services?  Expectations Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

89 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Expression of Interest Form (3) Below you find the list of the 14 SMEPASS II Advisory Services. Choose the ones you are interested in and rank them in order of priority. No. 1 is the service that you see as the most needed to improve the competitiveness of your company. Quality AssuranceRankMarketing & Product DevelopmentRank Quality audit Sales and marketing audit Basic quality management 1 Market Analysis Total Quality Management (TQM) Practical Marketing Plan 2 Compliance with EU regulations 3 Export readiness analysis & plan Satisfy the quality requirements of your (potential) customers International sales promotion and marketing Continuous improvement oriented systems Branding Website development and/or e- Commerce strategy Product Development EXAMPLE of ranking Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

90 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Expression of Interest Form (4) You can complete the Expression of Interest Form in several steps and save the status. Once you have fully completed the form do not forget to press the Submit button. Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

91 Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution This project is co-funded by European Union from the European Fund for Regional Development This project is co-funded by European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund

92 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SME Selection Process Through Interviews is Transparent, Objective and Straight Forward Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund Individual interview based on completed template Please note: Canceled interview without explanation = no valid application Invest some time in completing the Template. The owner(s) or manager(s) should attend the interview Bring with you your 2012 and 2013 FINA Financial Statements Bring with you documents suggested in the Template if available Give us an idea about your company through company brochures, product samples etc. Don´t worry about English spelling and grammar

93 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Template: General Criteria Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund 1. Which SMEPASS II service do you want and why? (not scored) 2. What would you do without SMEPASS II support? (0 – 5 scores) 3. What is your financial capacity? (0 – 5 scores) 4. Is your organisation prepared? (0 – 5 scores) 5. Is your company located in a lagging behind region? (0 or 5 or 10 scores)

94 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Marketing Template (1) Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund 1. How did your company perform in the past? (0-5 Scores) 2. How do you see your growth potential? (0 – 5 cores) 3. Do you have a marketing strategy and/or plan? (0 – 5 scores) 4. What are your marketing capabilities? (0 – 5 cores)

95 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Marketing Template (2) Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund 5. What are your marketing ressources? (0 – 5 scores) 4. Capabilities (continued)

96 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Quality Assurance Template (1) Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund 1.What is your QA improvement potential ? (0 – 5 scores) 2. Which capacity/ resources do you have available? (0 – 5 scores) 3. What is your ability to implement QMS/EMS? (0 – 5 scores)

97 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution SMEPASS II Quality Assurance Template (2) Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund 4. Do you have a Performance Information System? (0 – 5 scores) 5. Do you monitor non-conformity? (0 – 5 scores)

98 This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution The Project Team Will Submit a Ranking List of all Interviewed Companies to MINPO Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund Ranking List of Interviewed Companies RankCompany………….Total Scores 1Company X50 2Company y45 3Company Z40 …….. ……. 50……. 51….. …. MINPO will check results and invite selected SMEs to submit further documents

99 Thank you for your attention We hope to see you soon on This project is co-funded by the European Union from the European Fund for Regional Development Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Implementing Project Partners: Ministry of Entrepreneurship and Crafts Main Project Partner / Beneficiary Institution Ulaganje u budućnost This project is co-funded by the European Union from the European Regional Development Fund


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