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

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

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

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

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

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

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

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

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

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

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

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

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

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

Newsletter and Fairs featuring women entrepreneurs Credit Officer Vehicles