The second ICP is easier than the first because we are more experienced than before (indeed). And when the team is good, anything is possible. Team Fast Five’s project is to help a car rental company grow its market share in a certain European country. The impact we can have on the client with our work is quite high, because the ultimate goal is to apply the model we develop for the one country to others in the region. We have spent the first week studying the market through desk research and interviewing over a dozen stakeholders in several European countries (Paris was fun – friendly clients and what a nice city!). The sponsor of the ICP project is a fairly high level executive, and consequently the people we interview are directors and heads. This gives us pretty good visibility in the company, but is also a responsibility of course, since we are the face of IMD to our client during this ICP. Like previous bloggers, we have been swimming in information trying to make sense of everything. Our interim presentation to the client is in 3 days, and we just spent half a day debating the market segmentation. But it’s done now, whew, and we have an (almost) airtight segmentation. Now it’s off to more desk research for each segment and combining it with information gained from our interviews, in order to make solid recommendations about the most attractive segments for our client to grow in. One of our main value add to clients is the market overview we bring that they may not have had time to research in much detail because of their day to day job demands. Sometimes when industry information is difficult to obtain, we can tap into the vast pool of alumni from IMD’s many programs, who come from almost every industry and are usually very friendly and willing to help us. With these resources behind us, I am sure we will ace our client presentation this week and whiz through the rest of ICP to come out with flying colors.