Improving Business Innovation and Competitiveness in Santander - KOICA Action Plan

KOICA Korea International Cooperation Agency Plan de accion Programa Innovaci n Empresarial y Mejora de la Competitividad Internacional de las Mipymes en Santander. Junio 2019

Participantes Academia Gobierno Jaime Alberto Camacho Pico Universidad Industrial de Santander Edwin Fernando Mendoza Beltr n Gobernaci n de Santander Gonzalo Alberto Pati o Benavides Universidad Industrial de Santander Andr s Fernando Ariza Cartagena Alcald a de Bucaramanga Juan Carlos Hernandez Vega Servicio Nacional de Aprendizaje (SENA) Deicy Mayerly Hernandez Gama Liliana Carrillo Gallego Instituto Municipal de Empleo y Fomento Empresarial de Bucaramanga (IMEBU) C sar Dario Guerrero Santander Universidad Autonoma de Bucaramanga Juan Sebastian Bargans Ballesteros Sandra Luc a Charry Reyes ProColombia Empresa Juan Carlos Rinc n Lievano Viviana Cristina Velasco Sanguino Astrid Granados Suarez Anyella Patricia Fuentes Romero Camara de Comercio de Bucaramanga Sa l Ballesteros Ballesteros Central de Abastos de Bucaramanga

Contenidos Antecedentes y objetivo Estado actual y problemas Estrategia de mejora Plan de acci n especifico Resultados previstos

Contenidos Antecedentes y objetivo Estado actual y problemas Estrategia de mejora Plan de accion especifico Resultados previstos

Antecedentes y objetivo Antecedentes La contribuci n al Producto Interno Bruto de Santander es del 6,5%, lo que representa el cuarto lugar entre todos los departamentos del pa s. La regi n mantiene un bajo nivel de exportaci n. En el per odo enero-diciembre de 2018 registr una disminuci n del 1,1%. Seg n el ndice de Competitividad Departamental (IDC), Santander ocupa el cuarto lugar (5,97 de cada 10), entre 27 departamentos. Actualmente, la regi n se encuentra en la 4 etapa de su nivel de desarrollo y tiene desaf os que mejorar en t rminos de eficiencia, sofisticaci n e innovaci n (posici n 5 y 8, respectivamente).

Antecedentes y objetivo ANTECEDENTES La regi n ocupa el segundo lugar a nivel nacional en el Factor de condiciones b sicas, con una puntuaci n de 6.52 sobre 10. Refleja las buenas pr cticas en educaci n b sica y secundaria. Alineados con el sector p blico y empresarial, se han emprendido acciones para mejorar los entornos de aprendizaje creativo para ni os, estrategia incluida en los planes de desarrollo de Bucaramanga y AMB. Santander ha avanzado significativamente en el pilar de la sostenibilidad ambiental con una calificaci n de 7.32 sobre 10. Existe una baja cultura de exportaci n en el sector empresarial, as como una pol tica p blica que crea un sector de exportaci n m s fuerte.

Antecedentes y objetivo ANTECEDENTES Existe una d bil articulaci n a trav s del ecosistema universidad- empresa-sector p blico. La regi n tiene capacidades dispersas para asesorar t cnicamente a empresas en investigaci n y desarrollo, software, etc. De las 80.000 empresas regionales, solo 400 de ellas exportan actualmente.

OBJETIVO Crear una cultura exportadora en las mipymes. Tener un compromiso declarado de los gobiernos locales, departamentales y nacionales, liderando firmemente y a largo plazo la estrategia de internacionalizaci n de Santander. Definir una instituci n nueva o existente para dirigir la articulaci n de las diferentes entidades y mejorar las capacidades de las MIPYME en reas t cnicas, financieras, acad micas y administrativas para permitir que las MIPYME nuevas y existentes puedan exportar. Crear una cultura de trabajo colaborativo en todos los sectores empresariales y entre ellos, compartiendo las mejores pr cticas y las lecciones aprendidas. Tener empresas con potencial global, innovaci n y capacidades de investigaci n.

Contenidos Antecedentes y objetivo Estado actual y problemas Estrategia de mejora Plan de acci n especifico Resultados previstos

Current Status and Issues Closure of companies and hight level of unemployment Standing industries and companies Low knowledge transference and low innovation capacity Knowledge tranfers and low innovation capacity Low business growth Low business leadership Discontinuity of promotional activities to promote exports Low capacity to exports products and services There is no exporting vocation in MSME Dispersion of resources and duplication of activities in the promotion of the region Low technical skills and inadequate practices for internationalization low sophistication of the products inadequate educational infrastructure for internationalization Low level of political Will There is no export culture Non aligment with the national policies

Current Status and Issues SWOT Analysis Strength Cuatro Zonas Francas y Puerto Impala. Alta tasa de emprendimiento en comparaci n con el resto de colombia. 18 universidades, 300 grupos de investigaci n, parques tecnol gicos, centros de investigaci n y creatividad. Cobertura total de los servicios p blicos con calidad. Aeropuerto Internacional. Atractivos naturales y recursos naturales. Agencias e instituciones de promoci n. 7 clusters identificados y en funcionamiento. Las empresas exportadoras identificadas. Weakness Baja conectividad debido a infraestructura insuficiente (carreteras, aeropuertos) que aumenta los costos. No hay capacidades de biling ismo. Falta de cultura exportadora. Baja exposici n a culturas extranjeras. Falta de empresas internacionales en la regi n. Pocas empresas con oferta exportable. Pocos productos sofisticados para la exportaci n. Falta de incentivos fiscales o de un plan para los exportadores. Baja innovaci n y desarrollo en las empresas. Baja productividad. Aversi n al riesgo y miedo a exponer fuera del pa s. W Pobre alineaci n de las instituciones. T Informalidad y contrabando. R gimen tributario. Costos de transacci n y burocracia. Planificaci n a corto plazo y falta de continuidad de los programas. Falta de seguridad jur dica. Aislamiento entre la Agenda P blica y la MIPYME. S O Opportunity Proceso de paz en curso. Nuevo gobierno con inter s en el desarrollo de las regiones y la econom a naranja. Tratados de libre comercio. Grupos de tutor a disponibles para la tutor a del emprendedor. Acceso a TI y globalizaci n. Productos identificados para el suministro mundial. Threat

Current Status and Issues Gap Analysis Proposed Overall Goals (Objectives) Proposed Purpose Sinergy of activities for the internationalization of the Region and joint of resources Create exporting spirit in MSME S. Have a declared commitment of the local, departmental and national governments, leading firmly and in the long term, the internationalization strategy of Santander. Define a new or existing institution to lead the articulation of the different entities and improve the capabilities of MSME in technical, financial, academic and administrative areas to allow new and existing MSME to export. Create a collaborative work culture across all the business sectors and between them, sharing best practices and lessons learned. Have companies with global potential with innovation and research capabilities. The region has and export culture and its products are sophisticated to the international markets To Be Technical skills and adequate practices for internationalization Dispersion of resources and activities duplication towards Region promotion There is no export culture and low sophistication of the products As Is Low technical skills and inadequate practices for internationalization

Contents Background and Purpose Current Status and Issues Improvement Strategy Specific Action Plan Expected Results

Improvement Strategy INCREASE EXPORTS COMPANIES EDUCATION PROMOTION REGIONAL BRANDING INSTITUTIONAL SYNERGY

Improvement Strategy El objetivo principal del proyecto es el aumento de las exportaciones para la regi n. Para lograrlo, hay dos condiciones b sicas que deben cumplirse: Sinergia institucional: la necesidad de establecer un equipo interinstitucional en el rea Metropolitana de Bucaramanga que genere acciones colectivas e impacten la competitividad regional a trav s de asociaciones p blicas y privadas: Alineaci n institucional: Coordinaci n interinstitucional de los actores que integran el ecosistema, a partir de pol ticas, planes y programas acordados por todos para garantizar condiciones ambientales favorables para la internacionalizaci n. El dise o de una pol tica p blica de internacionalizaci n a nivel territorial para incorporar en los planes de desarrollo de los municipios de Santander, no condicionado a la voluntad pol tica, sino que se adjunta al acuerdo interinstitucional. Marca Regi n: estrategia de promoci n para posicionar al Santander.

Improvement Strategy INCREASE EXPORTS COMPANIES EDUCATION PROMOTION REGIONAL BRANDING INSTITUTIONAL SYNERGY

Improvement Strategy - Institutional Sinergy Activities Results Budget (USD) Operation costs: US$10.000. Support Staff: US$6.000 Entities Date of commencement Aug-19 Date of completion Dec-19 A document with the current regional supply of support services for the entrepreneur Comisi n Regional de Competitividad, ProColombia, Unired, C mara de Comercio de Bucaramanga, Gremios, and Regional governments ProColombia y Camara de Comercio de Bucaramanga Align regional institutions related with internationalization of MSMEs to map out the current supply of support services. Identify and classify the support programs for the MSME offered by these regional institutions. Design an institutional route for the internationalization of MSMEs with the programs and content designed as well as proper services for the export business development. It must identify the gap with the current services. A document named "Route for the Internationalization" Specialized Consulting: US$15.000 Logistic costs: US$2.000 Jan-20 Apr-20

Improvement Strategy - Institutional Sinergy Activities Results Budget (USD) Entities Date of commencement Apr-20 Date of completion Jun-20 Internationalization Agreement with 10 institutions at least. The Route of Internationalization reviewed and adjusted with the MSME s An institution responsible for the process. At least one full - time executive working in it. Launch Event: US$2.000 C mara de Comercio de Bucaramanga, Gremios, Enterprises, ProColombia Make the institutional agreements needed to develop the Internacionalization Route and confirm its validity from the MSME s opinions and adjust it. Operation costs: US$9.000 Jun-20 Dec-20 C mara de Comercio de Bucaramanga and ProColombia. Tracking and adjustment of the Internationalization Route implementation process. Total 44.000

Action Plan Outline - Institutional Sinergy Organizaci n que implementa: - Nombre de la organizaci n: Comisi n Regional de Competitividad. - Naturaleza o tipo de organizaci n: Privada. - Funciones principales de la organizaci n: Socializar la estrategia. Crear sinergia entre los actores Duraci n del Proyecto : (5) A os(s) - Fecha de inicio: Agosto, 2019 - Fecha de finalizaci n: Julio, 2024

Improvement Strategy INCREASE EXPORTS COMPANIES EDUCATION PROMOTION REGIONAL BRANDING INSTITUTIONAL SYNERGY

Improvement Strategy - Regional Branding Activities Results Budget (USD) Entities Date of commencement Date of completion Agree and formulate a regional brand that lasts at least for 6 years Creation and launch of a Regional Brand 400.000 August 2019 July 2020 Camara de comercio, Local and regional governments, Enterprises Define a promotion campaign. At least 2 campaigns executed during the brand period. 400.000 August 2020 July 2026 Camara de comercio, Local and regional governments, Enterprises - Digital tool to socialize contents to promote exports. - Media plan. - 1 kick-off event replicated to 7 municipalities. Implement the communication strategy on digital and traditional media. 2.000.000 August 2020 July 2026 Camara de comercio, Local and regional governments, Enterprises Total 2.800.000

Action Plan Outline Regional Branding Implementing Organization - Name of the organization: C mara de Comercio de Bucaramanga - Nature or type of the organization: Private - Major functions of the organization: Lead the formulation of the general guidelines and produce the media plan for the communication of the Regional Branding campaign across the department reviewing what has been done in the last few years. Duration of the Project : (6) Year(s) - Date of commencement: January, 2020 - Date of completion: December, 2026

Contents Background and Purpose Current Status and Issues Improvement Strategy Specific Action Plan Expected Results

Improvement Strategy EDUCATION Infrastructure Programs Experts INCREASE EXPORTS Regional branding PROMOTION COMPANIES EDUCATION Institutional synergy INNOVATION INSTITUTIONS

Plan de Accin Especfico- Educacin Para aumentar el volumen de exportaciones en el estado, es necesario desarrollar una mentalidad de empresario global con capacidades t cnicas y pr cticas para comprender e implementar la internacionalizaci n de las MIPYME. De acuerdo con la estrategia de mejora, se han definido tres pilares para la estrategia de educaci n: Infraestructura: Articular los programas acad micos y la infraestructura para la internacionalizaci n. Programas: Poner a disposici n contenidos actualizados y adecuados para la internacionalizaci n. Expertos: Construir un equipo de entrenadores expertos

Specific Action Plan 1. Articulate the academic programs and infrastructure for internationalization Construir un inventario de programas e infraestructura actuales para la internacionalizaci n. Resultado: Matriz de recursos disponibles, instituciones y responsables PASO 1 Crear una plataforma en l nea para promover infraestructura, programas y eventos. Resultado: Un sitio web y redes sociales para difundir recursos actuales y futuros para la internacionalizaci n. PASO 2 Movilizar a los estudiantes, al personal de las MIPYME y a los empresarios a trav s de la infraestructura. Resultado: 50 personas aprovechando la infraestructura actual por a o. PASO 3

Action Plan Outline - Infrastructure Organizaci n que implementa: - Nombre de la organizaci n: UNIRED (red universitaria) - Naturaleza o tipo de organizaci n: Mixta (P blico-Privada) - Funciones principals de la organizaci n: Socializar el proyecto entre todas las instituciones acad micas de la regi n. Recopilar y consolidar informaci n de universidades y otras instituciones acad micas sobre infraestructura y programas para la internacionalizaci n. Construir y mantener la plataforma creada para compartir capacidades relacionadas con la internacionalizaci n. Promover y rastrear el uso de la infraestructura compartida.. Duraci n del Proyecto : (5) A os(s) - Fecha de inicio: Agosto, 2019 - Fecha de finalizaci n: Julio, 2024

Specific Action Plan 2. Poner a disposici n contenidos actualizados y adecuados para la internacionalizaci n. Crear con ProColombia, contenidos en l nea diferenciados y orientados a la demanda. Resultados: Al menos 4 programas espec ficos por vocaci n regional por a o. Crear estrategias de entrenamiento disruptivas masivas (como una realidad virtual). Result: 2 contenidos disruptivos para aclarar el proceso de internacionalizaci n Desarrollar un taller de mentalidad y cultura para la internacionalizaci n empresarial. Result: 100 personas que asisten al taller Toma un riesgo ganador . Implementar el taller Santander al mundo para compartir las mejores pr cticas. Result: 100 personas asisten al taller. Implementar un curso transversal de emprendimiento global para la educaci n media y superior. Resultados: 10 sesiones del curso implementadas en al menos 2 universidades y 2 escuelas de formaci n durante el primer a o. STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

Action Plan Outline - Programs Organizaci n que implementa: - Nombre de la organizaci n: Universidad Aut noma de Bucaramanga. - Naturaleza o tipo de organizaci n: Privada. - Funciones principales de la organizaci n: Articular instituciones acad micas sobre el desarrollo de programas para la internacionalizaci n de MIPYMEs y nuevas empresas. Promover habilidades empresariales y de innovaci n para crear la mentalidad necesaria para la internacionalizaci n de las MIPYME. Desarrollar programas y cursos clave para promover el esp ritu empresarial global. Desarrollar estrategias masivas, disruptivas y f ciles de implementar para la internacionalizaci n. Duraci n del Proyecto : (5) A os(s) - Fecha de inicio: Septiembre, 2019 - Fecha de finalizaci n: Julio, 2024

Specific Action Plan 3. Build a team of experienced trainers Bring experts on internationalization from other countries with successful cases Results: At least 5 experts per year as invited trainers or mentors STEP 1 Offer internships in ProColombia to university professors Results: 3 professors participating in summer internships STEP 2 Create a team of volunteer mentors from successful national exporting companies Results: 5 mentors supporting at least 15 MSME s the first year STEP 3 Define an agenda for Korean experts in 3rdyear CIAT mission in Colombia Results: 30 MSME s supported by Korean experts STEP 4

Action Plan Outline - Experts Implementing Organization - Name of the organization: SENA - Nature or type of the organization: Public - Major functions of the organization: Develop with ProColombia an internship strategy to prepare professors with the expertise required. Include national and international experts as mentors in the project. Promote the participation of volunteers (students, CEO s and retired experts). Duration of the Project : (5) Year(s) - Date of commencement: October, 2019 - Date of completion: July, 2024

Action Plan Time Table Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 Fund US$ No Activity Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 1.1Build an inventory of current programs and infr astructure for internationalization 1.2Create an on-line platform to promote infrastru cture, programs and events. 1.3Mobilize students, MSME s staff, and entrepre neurs through the infrastructure. 2.1Create, with ProColombia, on-line differentiate d and demand-oriented content. 2.2Create massive disruptive training strategies (s uch as a virtual reality). 2.3Develop a mentality and culture workshop for b usiness internationalization. 2.4Implement the Santander to the world worksh op to share best practices. 2.5Implement a transversal global entrepreneurs hip course for middle and higher education 10,000 15,000 12,000 8,000 20,000 12,000 30,000 20,000

Action Plan Time Table Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 Fund US$ No Activity Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 3.1Bring experts on internationalization from other countries with successful cases 3.2Offer internships in ProColombia to university professors. 3.3Create a team of volunteer mentors from successful national exporting companies 3.4Define an agenda for Korean experts in 3rd year CIAT mission in Colombia. 20,000 8,000 2,500 2,000

Action Plan Budget Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 No Result Budget Funding 1.1 Matrix of resources available, institutions and responsible 1 website and social networks to disseminate current and future resources for internationalization 10,000UNIRED 1.2 15,000TBD 1.3 50 people taking advantage of current infrastructure per year 12,000CCB, IMEBU, UNAB 2.1 At least 4 specific programs to offer the first year 8,000ProColombia, Universities 2.2 2 disruptive contents to clarify the internationalization process 20,000ProColombia, Universities 2.3 12,000UNAB, IMEBU 100 people attending the Take the winner risk workshop 2.4 100 people attending the workshop 10 global entrepreneurship course session implemented in at least 2 universities and 2 schools for the first year. At least 5 experts per year as invited trainers or mentors 30,000IMEBU 2.5 20,000Universities and schools 3.1 20,000SENA, ICETEX 3.2 3 professors participating in summer internships 8,000ProColombia, Universities 3.3 5 mentors supporting at least 15 MSME s the first year 2,500CCB 3.4 30 MSME s supported by Korean experts 2,000IMEBU, KOICA Total 159.500

Improvement Strategy COMPANIES Sofisticaci n de Exportadora Cultura la Oferta INCREASE EXPORTS Marca Regi n PROMOTION COMPANIES EDUCATION Sinergia Institucional INNOVATION INSTITUTIONS

Plan de Accin- Empresas Para Santander es importante aumentar la cantidad de MIPYMEs que exportan, en funci n de esta necesidad hay 2 componentes que se requieren para desarrollar: Cultura Exportadora: Lograr que en Santander la masa empresarial se sensibilice y desarrolle habilidades frente a la internacionalizaci n de la empresa. Es clave implementar acciones en: mentalidad empresarial.. Sofisticaci n de la oferta exportable: Para desarrollar los componentes anteriores es importante la alineaci n interinstitucional en el desarrollo de programas de fortalecimiento institucional. institucional y la coordinaci n

Specific Action Plan 1. Exporting Culture Formulate and execute a financial plan and non-financial incentives aimed at promoting exports. Result 1: One incentive plan formulated Result 2: Implement at least 3 of the non-financial incentives among the institutions involved. Execute a permanent and long-term accompaniment plan that allows confidence generation and will to learn the export process. (using disruptive methodologies and knowledge of other successful entrepreneurs) Result 1: Fifty (50) export consultants that accompany the process and it will be incremental to 10% each year. Result 2: Fifty (50) Santander`s enterprises with exporting experience that volunteering the mentoring and training for MSME. Result 3: A physical, virtual or dual space that allows MSME to experientially learn and adopt the export process. Divercity concept. STEP 1 STEP 2 Carry out an advertising campaign that sensitizes MSME and that affects the business mentality to incorporate the international into their business. Result: At least one (1) campaign per year in Santander STEP 3

Action Plan Outline Exporting Culture Implementing Organization - Name of the organization: ProColombia, Alcald a de Bucaramanga, Gobernaci n de Santander, C mara de Comercio de Bucaramanga - Nature or type of the organization: Public and Private - Major functions of the organization: Development of business strengthening programs and allocation of resources to develop them. Duration of the Project : (5) Year(s) - Date of commencement: January, 2020 - Date of completion: January, 2024

Specific Action Plan 2. Sophistication of the offer Characterize the R & D + i offer of the region, validate it with the businessmen and include it in the internationalization route. Result 1: Matrix of characterization of the offer and R & D capabilities at the service of MSME in the region, divide it and promote it effectively with MSME. Result 2: Matrix for identifying the number of technology transfer projects in the region (baseline). STEP 1 Strengthening the CUEES and the Clusters in order to monitor the initiatives identified in these inter-institutional interaction scenarios Result: Generation of Ten (10) annual technology transfer projects, developed collaboratively between University and Business, aimed at the sophistication of the offer for international markets. STEP 2 Attraction of national and international companies that settle in the region with high internationalization potential. Result: Achieve the installation of 1 international or national company per year in the region whose operations are oriented to export STEP 3

Action Plan Outline Sophistication of the offer Implementing Organization - Name of the organization: UNIRED, Universidades, SENA, Centros de Desarrollo Tecnol gico, Parque Tecnol gico de Guatiguar , Comisi n Regional de Competitividad, ProColombia, C mara de Comercio of Bucaramanga, ProColombia, Gremios, Clusters, Invest in Santander, OTRI y Centro de productividad y competitividad - Nature or type of the organization: Public and Private - Major functions of the organization: Identification of the offer and capabilities of the R & D & I ecosystem and develop projects with R & D & I components for export products and services.. Duration of the Project : (5) Year(s) - Date of commencement: January, 2020 - Date of completion: January, 2024

Action Plan Time Table Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 Fund US$ No Activity Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Formulate and execute a financial plan and non-financial incentives aimed at promoting exports Execute a permanent and long-term accompaniment plan that allows generating confidence and learning for the export process. (using disruptive methodologies and knowledge of other MSME) Carry out an advertising campaign that sensitizes MSME and that affects the business mentality to incorporate the international into their business. Characterize the R & D + i offer of the region, validate it with the businessmen and include it in the internationalization route. Strengthening the CUEES and the Clusters in order to monitor and monitor the initiatives identified in these inter-institutional interaction scenarios. Attraction of national and international companies that settle in the region with high internationalization potential. 1.1 145.000 1.2 535.000 1.3 50.000 2.1 27.000 2.2 80.000 2.3 25.000

Action Plan Budget Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 No Result Budget (USD) Consultants: 25.000 Other cost: 10.000 HR: 10.000 Incentivos: 100.000 Funding One (1) incentive plan formulated Government, C mara de Comercio and private sector 1.1 Internacional, nacional y local cooperation ProColombia, CCB Empresarios, Gremios Governments Implement at least 3 of the non-financial incentives among the institutions involved. Have a base of fifty (50) export consultants that accompany the process and that is incremental to 10% each year. Have a base of fifty (50) Santanderean MSME with exporting experience that make up the volunteering of mentoring and training for MSME. A physical, virtual or dual space that allows MSME to experientially experience, learn and adopt the export process. At least one (1) campaign per year in Santander Consultants: 225.000 HR: 10.000 Consultants: 150.000 1.2 Global: 150.000 Universidades ProColombia C mara de Comercio Campaing: 50.000 1.3 Consultants:6.000 Operative Costs:2.000 HR: 10.000 HR: 4.000 Other cost: 5.000 Consultants: 30.000 HR: 50.000 Government, C mara de Comercio and private sector Matrix of characterization of the offer and R & D capabilities at the service of MSME in the region, divide it and promote it effectively with MSME. Matrix for identifying the number of technology transfer projects in the region (baseline). Generation of Ten (10) annual technology transfer projects, developed collaboratively between University and Business, aimed at the sophistication of the offer for international markets. Achieve the installation of 1 international or national company per year in the region whose operations are oriented to export. 2.1 Universidades Internacional, nacional y local cooperation Private sector Invest in Santander ProColombia 2.2 Travel: 20.000 Operational costs: 5.000 2.3 Total 862.000

Improvement Strategy PROMOTION Initiatives and Vocation programs INCREA SE EXPORT S COMPANIES Regional branding PROMOTION EDUCATION Institutional synergy INNOVATION INSTITUTIONS

Specific Action Plan - Promotion Increase exports through a regional campaign that allow the department to generate social and economic development improving quality of life of citizens of Santander. The action plan was build to respond to the following problems: Main problem: Promotion and initiatives for Internationalization with no synergy. Secondary problems: Multiple interest from the public and private entities Unawareness of the land-use aptitude Unawareness of the exportable offer Lack of clarity of the promotional tools for the internationalization With the strategic lines of this plan, will improve the current situation. Joint efforts and planed investment budget Sustainable activities for internationalization Products and markets diversification Knowledge transfer, know how and innovation The action plan will be based on two main pillars: Regional vocation Commercial initiatives and programs

Specific Action Plan 1. Vocation of the region Launch of the results (offer) for the land-use plan of Santander. (This action has to be included in the municipalities administrative agreements) Results: Launch event of the website www.podsantander.gov in order to socialize the results of the department land-use. Replication across the 7 provinces. Support to the 87 municipalities in the incorporation of the results. Administrative agreement Carry out a marketing study to identify the international demand that match with the vocation of the territory Results: Study that reflects the potential of the department within the international markets STEP 1 STEP 2 Provide technical assistance by a group of professionals to promote products and services with export potential Results: Train a minimum of 100 new enterprises per year STEP 3

Action Plan Outline - Programs Implementing Organization - Name of the organization: Gobernaci n de Santander, AMB, municipalities, and CCB - Nature or type of the organization: Public and Private - Major functions of the organization: Gobernaci n de Santander, AMB, municipalities: General guidelines, regulations and territorial ordering. CCB: Support and accompaniment Duration of the Project : (5) Year(s) - Date of commencement: August, 2019 - Date of completion: December, 2023

Specific Action Plan 2. Commercial Initiatives and Programs Define the promotion activities according to the types of companies and products/services (business matchmaking forums, commercial agendas, commercial missions, specialized international fairs, virtual fair) Results: Calendar and database of the promotional activities Create the promotional route map according to the types of companies and products/services Results: Promotional Route map Launch of Invest in Santander web portal that contains the bank of projects that requires investment and that have been validated with the institutions involved Results: Digital web portal for the presentation of investment projects Institutionalize the strategy for MICE tourism focused on: prioritized sectors, department competitiveness and internationalization. Results: Institutionalization of administrative agreement Improvement of the aerial connectivity for Santander. Results: Achieve the viability of at least 2 new international routes. STEP 1 STEP 2 STEP 3 STEP 4 STEP 5

Action Plan Outline - Programs Implementing Organization -Name of the organization: ProColombia, CCB, Invest in Santander, Visit Bucaramanga supported by Gobernaci n de Santander and the miunicipalitie. - Nature or type of the organization: Private and Public - Major functions of the organization: Raise existing information, collect it, define criteria of typologies and sectors to work. Classify and list the Promotion activities to participate. Invest in Santander: develop the digital tool to promote direct foreign investment in Santander. Bucaramanga Convention Bureau: alignment and visualization of the tourism attraction strategy of meetings in the region. Gobernaci n, ProColombia, AMB, CCB: Identify the air routes that generate competitiveness in the region. Conduct validation study and contact with the airlines. Duration of the Project : (5) Year(s) - Date of commencement: August, 2019 - Date of completion: December, 2023

Action Plan Time Table Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 Fund US$ 50.000 No Activity Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Launch of the results for the land-use pla n of Santander and promotion of its incor poration within the municipalities adminis trative agreements(offer). Carry out a marketing study to identify th e international demand that match the v ocation of the territory Provide comprehensive technical assistan ce by a group of professionals to identify t he products and services with a export pot ential Define the promotional activities accordin g to the types of companies and products/ services (business roundtables, commerci al agendas, missions for producers and b uyers, international fairs, virtual fair) Create the promotional route map accordi ng to the types of companies and products /services 1.1 50.000 1.2 50.000 1.3 40.000 2.1 10.000 2.2

Action Plan Time Table Duration: (5) Year(s), First Year Work Plan: 2019 - 2020 Fund US$ 5.000 No Activity Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Launch of Invest in Santander web portal that contains the bank of projects that requires investment and that have been v alidated with the institutions involved Institutionalize the strategy for events attr action (MICE) focused on: prioritized secto rs, department competitiveness and intern ationalization. 2.5Improvement of the aerial connectivity for the department of Santander. 2.3 20.000 2.4 15.000