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"Entrepreneurship in the Paris region": Medef, Fongecif, Opcareg...
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Six
institutions - Medef, Afpa, Advancia, Fongecif, Opcareg and Boutiques de gestion
– decided to join forces for a common goal: to reduce the number of failed
start-ups in the greater Paris region (Île-de-France). It was a noble cause that
left no one indifferent. One out of every two new SMEs
fails within five years of being founded. In view of this (sad) economic
reality, these six institutions based in the Greater Paris region joined forces
last March, forming a network named "Becoming an entrepreneur in Île-de-France".
It was an unprecedented regional partnership offering unique know-how to guide,
inform and support entrepreneurs or those taking over a company.
An unprecedented regional partnership
With
two labour relations organisations, one training organisation, one independent
entrepreneur support agency, one management and entrepreneurship school, and one
employers' organisation, the difficulty of the endeavour resided in coordinating
the work of all these stakeholders, each with their own targets, approaches and
organisational culture. "One of the main issues was to arrive at a consensus
regarding the communication channels to be used", remembers Armel Guillet,
Communication and Development Director at Fongecif Île-de-France.
"Quatre Vents' dynamic approach helped us overcome these obstacles. They were
able to prepare a simple, strong message that was adaptable by all involved",
he adds. That message was delivered by the website,
www.devenir-entrepreneur.fr,
launched last March during a Paris press conference. The site became the
project's cornerstone. The question of positioning was key.
"It was essential
to provide greater visibility for the network's members, without creating an
umbrella image", states Armel Guillet before adding,
"Quatre Vents found
the right balance in the marketing aspects for this endeavour".
Getting staff involvedWith this good start, the
agency was not about to put on the brakes, and entered a growth stage. It just
prepared a comprehensive, 150-page booklet for the 200 consultants in its
"Becoming an entrepreneur in Île-de-France" network. The booklet was prepared
with and for field teams, and should become a useful research engine for
consultants. The booklet contains product descriptions describing each partner's
services. It is an operational solution that really brings the effective network
alive.
