BRLIN / Regional Trade Commissioner, Clean Technology 
Report #1 
January to April 2018
1.	Summary
The focus during the first three months in the post was on defining and clarifying the role of the Regional Trade Commissioner (RTC), engaging with BBH and the MCST, planning initiatives with colleagues, developing relations with key players in Canada and providing services to clients. Initial steps were taken to encourage the sharing of information among MCST colleagues and to promote cooperation within the team. Activities included a visit to BPEST for joint outcalls, participation in GLOBE, preparations for a visit to Zagreb, support to colleagues re major Cleantech events in May (IFAT in Munich and the Cleantech Forum Europe in Antwerp) and preparations for the Innovate4Climate event in Frankfurt am Main. 
2.	Defining the role
Based on GAC´s “Clean Tech Regional Positions guidance document for internal comms”, taking account of further guidance received from BBH and BRLIN STCs and in view of consultation with members of the MCST and select clients, the RTC understands the key elements of the role as follows:
-	pro-active support to High Potential Clients (HPCs) to help them achieve outcomes  

-	enhancing the effectiveness of the MCST 
Comment: The MCST is a wonderfully diverse team with impressive capabilities, experience, knowledge and skills, including language skills. The RTC will aim to enhance the functioning of the team by promoting cooperation and collaboration among MCST colleagues (sharing of information, more multi-post initiatives), strengthening the capacity of the team (training, sharing best practices), complementing the work of colleagues, leading key initiatives and testing new approaches. 
-	a regional emphasis on developing markets in Central and Eastern Europe
Export promotion will be the main priority, but will go hand in hand with investment promotion and STI cooperation. 
While trade shows are a central feature of business culture in Europe, the RTC will aim to broaden the range of multi-country initiatives to include other options.
Some risks to be avoided: lack of focus (involved in everything everywhere in Europe), diminishing “ownership” of fellow TCs (need to respect and build on the existing culture in the MCST), too much time spent on logistical matters (e.g. as far as trade show participation is concerned) and administrative matters.  
3.	Objectives and KPIs
The RTC proposes that his performance be measured by a combination of „own“ KPIs (Outcalls, SRs, OPs, EOFs) and the performance of the Cleantech team in Europe as a whole. 
Main objectives/KPIs: 
increased engagement of  Canadian companies in Cleantech sector in Europe, increased flow of relevant intelligence to Canadian companies (as reflected in outcalls, opportunities and opportunities referred), increased successes (OPs and EOFs), increased collaboration within MCST (as reflected  a.o. in the envisaged CCBMs - Client Connection Between Missions) and between ROs and MCST (increased number of CCTM), increased collaboration with other partners (including WaterTAP, the Cleantech Alliance, MaRS, EDC, CCC).  Increase in number of ITSF initiatives and increase in client satisfaction. That´s a lot of increases …. 
Note: The RTC initiated an exchange with BTB in order to establish a baseline for measuring performance in Europe and finding ways of using Trio and other resources to enhance the work of the Cleantech MCST. A telephone conference was held on 19 April with Jennifer Cookman, BBH and others. Interaction to continue. Will consider ways of reflecting collaboration in reporting of results. 
4.	Main activities to date
4.1	MCST Coordination
The RTC assumed the position in the final stages of Strategia planning. Participated in a telephone conference (led by BRLIN/Ulland) with MCST to finalise Strategia planning, followed by extensive further communication to finalise Strategia initiatives. It was agreed to integrate CETA promotion into our activities (Canada, Cleantech, CETA).
Besides normal interaction, the RTC conducted 30-minute scheduled calls with the following colleagues to discuss their markets, planning, future cooperation and ideas re functioning of the MCST:  HAGUE/Baguley, DDORF/Bousquet, COPEN/Christensen, WSAW/Cichocka, BRU/De Kimpe, ZAGRB/Dodig, BREU/Gagne (re CETA), ROME/Giuliotti, BERN/Harms, BRTSV/Harustiak, VIENN/Knobloch, DUBLN/Mongey, BPEST/Morvai, STKHM/Olsson, LDN/Soares, PRGUE/Taxova, TALIN/Ustav and OSLO/Winterbourne. 
Colleagues identified a need for greater sharing of information and increased collaboration. The RTC took initial steps to address this e.g. by creating an Outlook Distribution List (*Cleantech TCs Europe / Technologies Propres Europe, managed by BRLIN/Bouwer and BRLIN/Ulland. Note: the list does not include STCs), providing an overview of Strategia initiatives, sharing updates about main events and providing colleagues with feedback e.g. after GLOBE. 
4.2	Developing a network, interacting with partners
The RTC established contact with and developed relations with key partners including the Canada Cleantech Alliance, WaterTAP, Cleantech West, MaRS, EDC, CCC, Ontario and QC representation, ONB, Alberta, Clean Growth Hub, Calgary Economic Development, BC Ministry of Jobs, Trade and Technology, Lori Kerr (Climate Finance expert) and the BDEW in Germany (Federal Association of the German Energy and Water Industries - outcall to CEO).
4.3	Visit to Budapest – 12 and 13 February 2018
The RTC met with the BPEST trade team (STC Barratt and TC Morvai) and conducted joint outcalls with TC Morvai. The focus of the programme was on water and wastewater, with an emphasis on promoting IFAT as an opportunity for meetings between Canadian and Hungarian companies and institutions, promoting the Ontario Water Innovation Week and World Water-Tech North America. Report submitted. Follow-up in cooperation with BPEST.  Initial results achieved: introductions in preparation for IFAT, introducing WaterTAP to Hungarian associations, initial interest from Greenland International in possible JV with Budapest Waterworks. 
4.4	GLOBE 2018
Attended the training for TCs in Vancouver and participated in GLOBE. Coordinated the drafting of the European TCs presentation. It was decided to do a single, European presentation to underline the fact that the EU is a single market, emphasise the relevance and importance of CETA and to signal to clients that European TCs cooperate closely. RTC presented on behalf of HAGUE and COPEN.
   
Conducted an interview with the GLOBE Social Media team on behalf of European TCs.  
RTC drafted a report (from “Team Europe”) and is coordinating follow-up actions. TCs who participated are sharing information about meetings, have compiled a consolidated list (attached) with comments in order to identify HPCs and coordinate follow-up. 
Note: aim to establish this as standard practice at events where several TCs participate. 
   
4.5	BRLIN-led initiative - High-Potential Clients
BRLIN is leading an initiative on serving High-Potential Clients that have worked closely with the TCS and other partners (EDC, BDC etc.) A good spread of participating Missions (in terms of regions and size of Missions / markets): BRLIN, MDRID, ROME, VIENN, STKHM, LDN, BERN, RIGA. Aimed at providing enhanced services and pro-active support (opportunities referred) to these clients. Conference call with participating Missions on 12 April, follow-up with BBH/Draghici on 23 April.  Aim to use this as a “pilot project” to test ways of cooperating in a team to serve HPCs and identify initiatives for next FY that are not necessarily related to major events. Team sees benefit e.g. in coordinated approach to MNCs in Europe, since divisions are often spread over several countries.  
4.6 Climate Finance 
Shared select climate finance intel with colleagues (BBH and Climate Finance Regional Officers). Feedback BBH/Murphy: “… thanks for sharing Pieter, this is exactly how we should be collaborating together. Thanks”.
4.7 Clients
Meetings with / services provided to the following clients:
Carbon Cure, SNC-Lavalin, Weatherlogics, Pani Energy, L&A Energy Consulting Ltd., Optigo Networks, Infinity Energy, Avalon Battery, BQE Water, Morgan Solar, Hydrogenics, Lystek, Terramera, Ocion Water Sciences, Inventys, Hydra, LED Roadway Lighting, Enerkem, Xebec,  nanoOne, Growing Greener, Agora Energy Technologies, Quest, Kelso Energy, Island Water Tech, Machinex and Mantech. 
5.	Upcoming events / activities
5.1	Visit to Zagreb – 2 and 3 May
ZAGRB requested visit by RTC to complement their Cleantech IBD efforts. Joint outcalls planned. One of main objectives will be to promote meetings during IFAT between Croatian and Canadian companies.
5.2	IFAT, Munich – 14 to 18 May (Export Café on 13 May)
Worked closely with DDORF/Bousquet, Ontario Office in Munich and BBH/Draghici to develop the concept and acquire exhibitors. BRLIN´s focus has been on engaging with HPCs prior to the event, organising the Export Café ($1000 in ITSF funding allocated to BRLIN) and organising a meeting of TCs (to share information, plan follow-up and discuss new initiatives).  
Currently 18 exhibitors in Canadian pavilion, 15 companies registered for the Export Café. Besides BRLIN/Bouwer and DDORF/Bousquet, TCs currently expected to attend are DUBLN/Mongey, LDN/Kee, HAGUE/Baguley, BPEST/Morvai, ZAGRB/Dodig, VLNUS/Jurkeviciene, RIGA/Cirule, PRGUE/Taxova, BERN/Harms, BRTSV/Harustiak, MDRID/Rego, ANKRA/Krell and BRU/De Kimpe (last two days). 
Since WSAW will not be represented, the RTC reached out to STC Lepage and offered to serve as point of contact for clients interested in the Polish market. Feedback from WSAW Lepage: “… your proactive approach in reaching out is highly appreciated and your offer to "represent" the Polish market at an event like IFAT is a good example on how missions can rely and leverage such "regional/sectoral" position. Without your involvement, clients may lose on opportunities and to be connected to us for further local support. Thanks again for your support - Nicolas.” 
During DDORF/Bousquet`s current absence on leave (until 4 May), RTC is coordinating preparations for IFAT.
5.3	Cleantech Forum Europe, Antwerp – 14 to 16 May 
Liaison with BRU/De Kimpe about Canadian participation, coordinated preparations between BRLIN, DDORF and IFAT to ensure a coherent and complementary approach (e.g. in terms of client acquisition) for IFAT, Cleantech Forum and Innovate4Climate. Coordinated the deployment of the Cleantech stand and roll-up provided by BBH (stand will go to BRU, roll-up to MUNIC for IFAT and then to Frankfurt for Innovate4Climate).  
5.4 Innovate4Climate Frankfurt am Main - 22 to 24 May (workshop for Canadian participants on 21 May)
The RTC initiated contact with the World Bank Group and reached out to colleagues and partners to promote Canadian participation. Positive response from BBH, Quebec. Led to meetings in Canada with World Bank representative, organisation of trade mission by Export Quebec, supported by BBH Climate Finance Team. 8 Canadian companies registered so far. On-going liaison with the World Bank, support to BBH and Export Quebec including advice re logistical arrangements. Arranging meetings with KfW, GIZ, EIB, reached out to other participants. 
5.5 Regional Outreach
In line with the objective of expanding Canadian engagement in markets in CEE, BRLIN is collaborating with RIGA and PRGUE on the following outreach activities / initiatives:
•	Riga Energy Days – 18 to 21 October 2018
BRLIN is supporting RIGA with the recruitment of clients and the preparation of a specialised Canada seminar. Besides that, BRLIN will participate in the 3rd Smart Cities conference being organised by RIGA in cooperation with the Riga Energy Agency. Joint outcalls will be conducted to key target companies. At the recommendation of VLNUS and TALIN, the RTC is planning to combine this with a visit to Estonia and Lithuania in the same week.
•	Trade fairs in Brno 1 – 5 October  2018
The PROFINTECH / MSV / IMT / FOND-EX / WELDING and PLASTEX trade shows take place in Brno from 1 to 5 October 2018. These are the leading events for innovative technologies and Cleantech in the Czech Republic. BRLIN is supporting PRGUE in identifying clients and promoting the event in Canada. PRGUE and BRLIN will conduct joint outcalls during the event to gather market intelligence and identify opportunities for Canadian companies.
5.6	European Cleantech Network Training and Planning
The RTC developed the proposal for this Training and Planning meeting in Berlin in consultation with BRU and with the support of BBH. Programme outline:
  • Monday, 10 December Cleantech training
  • Tuesday, 11 December Cleantech training (morning), Joint Cleantech / STI session (afternoon)
  • Wednesday, 12 December STI training and planning
Training will include an update on Canadian capabilities, an exchange of information about European markets, a sharing of best practices and coordination of planning for 2019/20. The RTC is planning to include a programme element allowing interaction with clients, especially those present in Europe, and key partners including EDC.
6.	Social Media
The RTC uses Social Media for messaging to clients, colleagues and partners. Has set out to develop a social media “profile” (especially on Twitter) as a source of information about Cleantech developments, trends and opportunities in the European market, besides the standard role of conveying information about Canadian capabilities and events.
6.1 LinkedIn
RTC has a network of 1413 contacts / followers on LinkedIn. Uses the platform mainly for finding key contacts in target companies and organisations and to share occasional updates, which are aimed primarily at network in Germany and Europe. The following link and the screenshot below show an example i.e. a post promoting the #BCTECh Summit in Vancouver, 14-16 May, which (at last count) had attracted 474 views. 
 
6.2 Twitter
The RTC has 219 followers on Twitter. Twitter messaging is aimed mainly at Canadian clients, with a view to establishing BRLIN/Bouwer as a source of information / intelligence about Cleantech developments, trends and opportunities in Europe. The RTC also tweets about events and Canadian capabilities. 
Here are some examples.
   
The RTC makes a point of tagging TCs in the MCST where applicable, in order to increase the relevance of the messages and to broaden the audience: 

  
 
Leading multipliers (retweeters) among the RTC´s followers include the Cleantech Alliance, WaterTAP, MaRS, the ROs, @JPLinteau and @Ailish_Campbell:
 
7.	Other activities 
The RTC completed the phased handover of former sectors (aerospace, industrial machinery, infrastructure, ocean technologies, security & defence) to colleagues (briefings, sharing contacts); the RTC followed up on promising interactions with clients from these sectors in order to share leads with colleagues.  
8.	Questions / suggestions
•	Will the Cleantech market reports prepared by Missions in Europe be placed on the Wiki?

•	Colleagues have suggested drafting an integrated European market report (i.e. overview of the EU market, opportunities etc.) Would BBH like to pursue this? 

•	Does BBH anticipate that the increased focus on HPCs will have an effect on the overall level of client satisfaction? 

•	Proposal from TCs working on HPCs inivitiative: a national database of Canadian capabilities would be useful.  German and US examples. MaRS tool is good, but MaRS has no plans (or funding) for expanding it to cover other areas of Cleantech. WaterTAP has a directory, but it´s limited to their sector. Suggestion conveyed to BBH/Gartland on 25 April, to be taken to Clean Growth Hub.

•	Aim to learn from others, adopt best practice. Will e.g. pursue the possibility of a European version of the LA Roadshow (to be discussed among TCs at IFAT).

•	The RTC and BGOTA/Forero are in frequent contact and plan to set up a regular telephone conference among the 4 Regional Trade Commissioners (once the colleagues are in place) to exchange ideas, share experiences, discuss planning and best practices.  
Drafted: BRLIN/Bouwer
Approved: BRLIN/STC MacLean