Business Internationalization

UNA COLEMAN – MARKETING & STRATEGY SPECIALIST

START-UPs

INTERNATIONAL

MARKETING - STRATEGY OPERATIONS

A BIT ABOUT ME

Ingredients for success

• A USP- Differentiator

• Focus – dedication and hard work

• Management Competence and complimentary skills

• Think as a global company– act as a local business

• Luck – right place, right time

• A network

Failure

• Timing – bad luck!

• Under funded: spending money to raise money

• Product insufficiently developed

• Messaging not gaining traction with prospects

Models to internationalis

ation

Born Global

• Early and rapid internationalisation strategies

• Build global from the start

Developing an international

business

• Organic growth

• Export what you do well in Ireland

• Follow- leverage any home/ international clients

• Concentrate on key territories – build a profile

• Acquisition

Which markets to choose?

Psychic Distance

Market Potential

Investment requirement: finance & people

Entering new markets check

list

• Market potential evaluation

• Costs – pricing - profit margins –currency exposure

• Local markets knowledge & expertise

• Tax

• Legal

• Sales / Distribution - Routes to Market

• Supply chain/fulfilment

• Marketing

• Online presence

• Localisation

Routes to Market

• Direct – from your home territory

• Local sales office

• Establish subsidiary

• Commission only sales agent to sell in overseas market

• Channel Partner

• Enter a Joint Venture

World class alliances and

partners

• Technology Partners• solution compatibility

• Software vendors

• Strategic Partners• Allfinanz – MunichRe

• Channel Partners• Providing value added services

• Systems integrators

World class alliances and

partners

World class alliances and

partners

Channel Partner

Management

• Commitment - investment

• Continual training and support (marketing – trade shows, events)

• It is easier to recruit CPs when you have reference clients in their respective markets.

• Dublin BIC support

• LANGUAGE

• LOCALISATION

Marketing

LANGUAGE MATTERS

Common Sense Advisory survey of consumer global buying preferences 2,430 people surveyed:

• 60% prefer having information in their own language.

• In Europe, 23% of the respondents “strongly agree” that they only buy at websites presented in their own language.

All successful businesses are local –they speak the “local” language.

If you are selling within the EU, that is 200 million people, then your prospects for success are higher if you “position” yourself as a “local” player.

Ethiad sponsors GAA – the “local”airline!

LANGUAGE MATTERS

Willie Brandt in the 1950s

"If I am selling to you, I speak your language. If I am buying, dannmüssen Sie Deutsch sprechen"

LANGUAGE MATTERS

THE IMPACT OF LANGUAGE &CULTURE

• Sales and Marketing

• HR and Training

• Operations

• Product Development

“If you want to create

demand, you have to talk to the

marketingpeople.”

• Success, is based on an innovative product AND

• being able to market the differentiation of the product.

• A slow process

• Steep learning curve

• Requires a lot of work to educate the distributors and support them.

• Time and effort.

International Marketing Strategies

International Marketing Strategies • Knowledge

• Networking

• Exposure

• Credibility

Search engine marketing

• In China Baidu is by far the largest search engine.

• Market share Baidu: 65%-75%vs

• Market share Google: 21%-22%

Know Local Data

Protection Rules

Irish Data Protection commissioner

signed into law on 9 Dec 08, that now

makes sending unsolicited

communications an indictable offence.

Minimum fine of €5,000 and can reach

€250,000 or 10% of turnover.

Individuals can be fined up to

€50,000. The onus of establishing

that the subscriber consented will lie on

the defendant.

Know Local Data

Protection Rules

• France - dedicated agency CNIL -Commission nationale de l'informatique et des libertéshttp://www.cnil.fr/

• FB page: http://www.facebook.com/pages/Paris-France/CNIL/104754200051

• Twitter: http://twitter.com/Cnil

Know Local Data Protection /

Marketing Rules

The German Data Protection Law has been revised. It now calls for opt-in for marketing by any media, however, there are important exceptions, including no opt-in if the source of the address appears on the marketing material. The new law (effectve September 2009) will make list broking more difficult, particularly because it is very unclear in parts.

Exceptions from the "opt-in" obligation apply in the following cases:

for business-to-business marketing; for the marketing of a company's own products to existing customers; using data from public directories (phone book, etc.) to market a company's own products: etc

Legal requirements:websites & emails

Company must display on website, email,

company letters etc :

• name and legal form of company

• place of registration of company and

registration number

• address of registered office

• winding up of company (if applicable)

Social NetworkingPlatforms

• Blogs

• Twitter

• Linkedin

• Facebook

• YouTube

Why Social Networking?

• Cost effective way of building brand and name awareness

• Individuals want their say

• Data protection issues around outbound marketing

• The ease with which people can switch off – inbound vsoutbound marketing

Inbound vsoutboundmarketing

Outbound

INTERRUPTION

Inbound vsoutboundmarketing

Inbound

PERMISSION

SEO

Content

BlogSocialMedia

Leverage existing

knowledge and information

• Enterprise Ireland

• Dublin BIC – Channel Partner Model

• Case Studies

• Learn from your competitors

http://www.enterprise-ireland.com/firstflight

EI: Preparing to Export: Guide to the UK’

Thank you

UNA COLEMAN – MARKETING SPECIALIST

Codegaconsultingwww.codegaconsulting.com

Tel: +353 (0) 1 2966048

Mob: +353 (0)86 8186903

Skype: unacoleman

Twitter: unacoleman

http://www.linkedin.com/in/outsourcedmarketingsolutions

una.coleman@codegaconsulting.com