ABOUT EASY FOREX

Online trading group founded in 2003 operating in 160 countries

HQ in Limassol

150 employees worldwide

A LITTLE BIT ABOUT ME. MY PRIVATE STARTUP

BRIEF CV

BRIEF CV 4 years software development

6 years of software development training 10 years in sales & business development 5 years in venture capital & private equity

7 years in senior management roles in global corporates

3 years teaching entrepreneurship program in college 7 years teaching personal growth workshops

COUNTRIES I HAVE DONE BUSINESS WITH

LOCAL EXECUTION • Do we want to go global? • What continents/countries? • What is the ideal entry mode? • What is the international marketing mix? • What should the organizational structure

look like so that we can implement?

GLOBAL STRATEGY

REALLY?

ONLY WITH YOU…

HERE IS A SECRET I AM GOING TO SHARE,

READY? READY?

A. Localize Brand ID & Messages B. Stick to the current C. It depends

KEEP THE BRAND?

CHANGE IT?

PERCENT CHANGE IN STOCK PRICE* SINCE NOVEMBER, 2010

MARKETING USED TO BE EASY…

MARKETING USED TO BE VERY SIMPLE…

BUT THESE DAYS…

IT IS A TOUGH PUZZLE TO BUILD

COMPONENTS OF A SUCCESSFUL GLOBAL MARKETING ORGANIZATION

LOCAL PEOPLE

MARKETING INFRASTRUCTURE Technology, technology, technology

LOCAL AGENCIES/PARTNERS Creative / design

Copyright Content

PR Media Buy (SEM, SEO, display, mobile, print, TV, etc.)

BUDGET

MARKETING TECHNOLOGIES

Website that supports desktop and mobile (smartphones & tablets)

Analytics CRM

Marketing automation BI a.k.a. “big data”

Database marketing (email, SMS, QQ..)

DO’S & DON’TS

WHY We work hard to make it easy.

HOW Easy to learn. Easy to understand. Easy to enjoy.

WHAT Web trading platform. Desktop trading platform. Mobile trading platform. All major currencies. Commodities. Options.

TEST THE RELEVANCY OF YOUR CORE VALUES

• Brand ID • Audience definition • Positioning • Unique Value Proposition • Messaging

BRANDING. HOW YOU PACKAGE IT.

• Market Research • Map capabilities Vs. market needs • Define proposed value to each target audience • Localize offering/messages/marketing materials • Differentiate from competitors • Define marketing channels and their mix • Apply metrics • Define the required marketing infrastructure • Think "acquisition"... • ..but do not neglect "conversion" and "retention"

GO TO MARKET STRATEGY

MAKE SURE YOU HAVE THE RIGHT BUDGET

MAKE SURE YOUR OFFER IS ATTRACTIVE

IT IS ABOUT THE SMALL DETAILS, NOT JUST THE BIG PICTURE

THE RIGHT MIX

SOCIAL MEDIA IS A MUST! We’ll do a Facebook page…

CHOOSING AGENCIES - BEWARE OF “EXPERTS”

USE THE RIGHT MEDIA CHANNEL

TEST BEFORE YOU GO LIVE

CHECK FOR NAMING CONVENTIONS

PROOF YOUR TRANSLATIONS

USE LOCAL COPYWRITERS…

KNOW YOUR AUDIENCE AND RESPECT THEM

MASTER TECHNOLOGIES & TOOLS

• There is no difference between expanding to a new country or to a new town - you still need a good plan

• Marketing infrastructure is a must • There are no rules, so, research, plan, execute

and optimize • Identify your unique assets and outsource

the rest (experts, technology and outsourcing)