Corporate Ambassador Program: the link that helps enterprising Lebanese women cross boundaries

The Lebanese League for Women in Business (LLWB) took the initiative to host the Corporate Ambassadors Program in Beirut, Lebanon, in partnership with the Middle East and North Africa (MENA) Businesswomen’s Network, the U.S. Department of State’s Middle East Partnership Initiative (MEPI) and Vital Voices Global Partnership. The theme of the event was “Practical Lessons in Strategic Planning from U.S. and Lebanese Perspectives.” This bold move was envisioned to provide a forum for the exchange of ideas and to help solidify the critical link between businesswomen in the MENA region and the United States.

Three U.S. executives joined their Lebanese counterparts for this ground-breaking two-day event, which took place at Le Meridien Commodore Beirut from the 6th-7th of November 2008, to share knowledge, insights and know-how pertinent to strategic planning. The event was under the patronage of HEM Mohamed Al Safadi. This pivotal exchange is part of the Corporate Ambassadors Program, a new program designed to develop women’s entrepreneurship overseas by connecting high-level female executives from the United States with emerging businesswomen leaders from other countries. This program empowers women in the MENA region with the management, business development, marketing and communications skills necessary to expand their enterprises, help provide for their families, and create jobs within their communities. This event is part and parcel of LLWB’s drive to ensure businesswomen actualize their true potential.

Najwa Grace Tohme, President of the LLWB, opened the event, followed by remarks from Mary MacPherson, Program Director of the MENA Businesswomen’s Network at Vital Voices Global Partnership. H.E. Michele J. Sison, U.S. Ambassador to Lebanon, gave remarks emphasizing the importance of investing in women’s economic development, while H.E.M. Muhammad Al Safadi, Minister of Economy and Trade, thanked the LLWB for organizing the conference and acknowledged their “important and multi-pronged efforts to support Lebanese women in becoming more independent and active entrepreneurs – very much a crucial contribution to empowering the Lebanese private sector.”

Attracting over 150 LLWB members, professionals including business owners, government officials and employees and NGO representatives, the Corporate Ambassador Program featured esteemed American speakers Susan Stalick (Chief Operating Officer, KBMS Global, LLC), Dawn Baron (Vice President of Marketing, American Society for Training and Development) and Anne Enna (Independent Consultant), in addition to respected speakers from Lebanon, Gabriel Yazbeck (Partner in MCG Consulting), Nadim Moujaes (Deputy General Manager, Fransabank sal - Strategy & Development), and Tarek Kettaneh (Senior Lecturer, Olayan School of Business, American University of Beirut).

The packed yet diverse schedule delved into the multiple facets of strategic planning while opening the door to networking opportunities and interaction. The panel session on “Strategic Planning in an Uncertain Environment” addressed attendees concerns regarding the current global economic environment. Susan Stalick provided ten proven strategies for CEOs during turbulent times, while Dawn Baron stressed the importance of branding to either inspire or comfort consumers during both good times and bad. Anne Enna explained the causes of the financial crisis and gave advice to small business owners to protect their assets. Gabriel Yazbeck represented the Lebanese perspective, stating that “today’s managers are those who lived through the war – we run companies as we lived our childhood.” However, he emphasized that these managers must realize that strategic planning is an on-going process, and that strategy is not confidential. Tarek Kettaneh offered more advice to Lebanese businessmen and women for navigating these tough times: “develop a capacity to listen to those answers that strategic planning provide.” Finally, Nadim Moujaes took the “glass half full” perspective and spoke about the positive impacts of the global financial crisis on business in Lebanon: “experience, adaptation, innovation ... and dealing with uncertainty… proper planning that allowed us to resist to an uncertain environment before is how we arrived today to a situation described rightfully in the New York Times of October 28th: Armored Against Turmoil, Lebanon Lures Investors.”

With those optimistic remarks, participants were inspired into the first workshop on “Strategic Planning for Turbulent Times” led by Susan Stalick and Gabriel Yazbeck. The workshop presented some easy to use tools that will simplify the strategic planning process, and gave attendees the opportunity to define or refine the strategic direction for their businesses, creating visions, goals, and strategies to carry them through the next few years. Attendees came away from the workshop already having started developing their own strategic plan.

Dawn Baron and Nadim Moujaes began the following day with their workshop on “Strategic Marketing – From Plan to Profit.” A very interactive session, participants were instructed on frameworks that helped them answer some foundational questions about their organization’s marketing plan and the market they look to capture. Dawn then led groups to compare and contrast their company’s competitive advantages with those of the world’s most recognized companies. They also looked at the audience’s companies’ “personality” and identified ways for them to extend their brand through a stronger value proposition. Participants gained a new perspective on strategic marketing, learning that it is how one puts his/her strategic plan into action.

Anne Enna and Tarek Kettaneh facilitated the final workshop of the Corporate Ambassadors Program on “Building a Financial Plan for Growth.” While certainly not everyone’s favorite topic, the two presenters kept it interesting and interactive, even while reviewing how to build out top down (from a market sizing perspective) and bottom up (from a sales and marketing perspective) plans, as well as developing different scenarios for growth and/or political and economic uncertainty. Discussion also touched on capitalization and fundraising, as well as the current prospects of the Lebanese real estate market.

The response to the event has been extremely positive and the participants left with a renewed passion for entrepreneurship and growing their businesses despite the uncertain economic environment. An American University Student attending the event remarked at the end, “It’s going to be easier for me to start my own business having learned from the experience of the LLWB.” Lina Fakhoury thought that the workshops were excellent in terms of organization, material delivered, speakers and participants, and added, “Thank you very much, I’m proud to be an LLWB Member.”

In addition, the extensive press coverage of the event has definitely boosted LLWB’s name and credibility in a way that will help them expand their reach even more throughout Lebanon. LLWB members have even started signing up to the MENA Businesswomen’s Network website to become more connected within their region and abroad. After the success of this event, LLWB further solidified its commitment to creating brighter prospects for women and the community at large. LLWB will continue to spearhead many more similar landmark events and programs.