My experience as a junior market research analyst at Procolombia
In this article, Diana Carolina SARMIENTO PACHON (ESSEC Business School, Master in Strategy & Management of International Business (SMIB), 2021-2022) shares her experience as a junior market research analyst in the investment department at Procolombia.
The company: Procolombia
Procolombia is the Colombian government entity that promotes direct investment, exports, and tourism into Colombia. The entity has several offices both in Colombia and in different countries around the world in order to reach to other governments, and thus facilitate negotiations. Examples of the locations of these offices are Paris, New York, London, Tokyo, Beijing, Dubai, Mexico, among others.
Procolombia is divided into the three departments: investment, exports and tourism.
Investment
Investment department whose main mission is to promote and bring into Colombia direct foreign investment. Examples of investments executed by the promotion of Procolombia are Amazon, Softbank, and Harley-Davidson.
Exports
Exports department with the main objective of promoting Colombian good across the world, and its main mission is accompanying and support exporters as well as contacting different public and private entities interested in Colombian products.
Tourism
Tourism department main focus is promote tourists into Colombia and expand the market share of the country in the Latin-American tourism.
The investment department organization and execution
Firstly, the investment department is divided into four regional hubs: North-America & the Caribbean, Latin-America, Europe-Middle East & Asia. Each hub is specialized in its respective region and market. Secondly, each hub has a general manager and usually 4/5 advisors specialized in a specific industry (Chemicals, Industries 4.0 which refers to AI/IoT/digitalization, Investment & Real Estate, Agro, Energy, etc.) which would facilitate the operations of the department so that every person is assigned with a specific region and industry.
The process of bringing investment
- First of all, the investment advisors from Procolombia contact the respective firm/investor to create a very first contact, or the investor may contact Procolombia to obtain the very first information.
- In the second place, if the investor is interested, he or she will ask for further information and probably require the specific opportunities available. For this purpose, the Colombians firms or projects looking for investing usually provide their basic financial information such as EBITDA, debt ratios, and the amount of money required, so that investors can have the primary financial information.
- Once the investor shows more interest after having analyzed the basic financial metrics, there will be some factories and free-trade visits alongside meeting with the respective companies in order to gain deeper insight, and if they finally decide to invest, Procolombia will be supporting them in legal and tax matters to facilitate their investment journey in Colombia.
My internship Experience
I was specifically an intern of the North America management team. My main mission was supporting the team by providing market research of the potential investment opportunities as well as the possible investors that could be reached in order to promote the country in North America (US, Canada, and Caribbean countries). Additionally, I provided the consolidation of financial data about different Colombian companies and consolidated such information in such a way that it was understandable by potential investors.
Furthermore, I also had to support the logistics of the various events in which Procolombia looked to promote the country usually with very important high-level guests such as ambassadors, officials or investors looking for large investments, experience that showed how negotiation among different countries were conducted and how was the planning of such plans executed.
Skills needed
This internship required computational abilities with the purpose of comprehending the data and financial information of companies along with rapid analytical skills that can synthetize and summarize such information efficiently.
Regarding soft skills: team oriented and adaptability are crucial as operations are most of the time executed by sharing diverse opinions and agreeing with others which requires the wiliness to work and listen carefully. Besides, confronting different situation which may be one’s out of comfort zone is also a very common situation in the workplace, thereby it’s essential to be open to different challenges and situations as new issues can arise at any moment.
Financial Concepts
Even though my internship was more focused on the promotion of foreign direct investments in Colombia, I was still able to have direct contact with some financial concepts that were used regularly in the running of the entity, such as Ebitda and Debt Ratio.
Foreign direct investment (FDI)
Foreign direct investment (FDI) indicates the transfer of foreign capital into an entity or organization with a long-term vision. For instance, when an American or European multinational corporation invests in Colombia with the aim of opening facilities in this country in order to facilitate the operations in the region, and probably improve profitability. An example of this is P&G, Henkel or L’Oréal, companies that invested in the country in such a way that the performance both in Colombia and Latin America becomes more efficient in addition to providing employment, development and technology .
EBITDA
EBITDA refers to Earnings Before Interest, Taxes, Depreciation & Amortization. In other words, it’s the operating income however the non-cash costs such depreciation & amortization are added. It is usually used because it reflects the earnings from operations and the efficiency of them.
Net debt
All the debt (long-term + shot-term) – all cash & equivalents which would indicate what they company still owed in case of liquidation
Solvency ratios
Solvency ratios were usually used so that the investor could know the debt state of the company such as debt ratio = Total obligations/ Total Liabilities indicating how much financial leveraged the company has. The higher it is, the riskier the company may be, e.g., a 0.5 debt ratio indicated that 50% of the firm assets are financed by debt.
Thus, this experience also helped to shape some basic financial knowledge in real life situations and even taught me the importance of understanding financial concept as even if they are not directly in our expertise, they will always be the base of discussions in the business world.
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About the author
The article was written in April 2022 by Diana Carolina SARMIENTO PACHON (ESSEC Business School, Master in Strategy & Management of International Business (SMIB), 2021-2022)