A nonprofit organization looking to expand into seven priority emerging markets opened its first office outside North America, in India. MCI India supported the organization by facilitating access to local governments and building relationships at different levels of decision making; working with local volunteer leaders to get traction in the market; defining what programs, products, and pricing resonated locally; building awareness with locally relevant websites and articles in trade publications; and gathering market insights.
Results:
- 130% growth in individual members, from 87 to 200 members.
- 300% growth in service-provider members, from zero to three service providers.
- 100% growth in utility membership.
