Business Development & Marcom in Iberia (ITC)

Outsourcing of Specialized Services in the Areas of Sales, Marketing & Communications

Doing Business in Spain  Strong barriers of entry  Highly competitive and technologically advanced market  Sophisticated procurement processes, not always “transparent”  High number of new (foreign) competitors entering every year, many with poor results mainly due to:  Inadequate preparations and trying to “walk it alone”  Poor understanding of market and how to do business in Spain Your local partner will make the difference!

About us Our Business Positioning: Service company specialized in the outsourcing of Sales and Marketing services for foreign companies entering the Spanish and Portuguese market – founded in 2002 Our Clients: IT & C high tech software, equipment and solutions manufacturers - SMBs, start-ups, etc. Business segments we currently cover: Telecoms, utilities, systems integrators, facilities management service providers – “complex sales”

Our Philosophy We make our Customers’ Objectives our Objectives, and focus on results We are small, specialized and highly flexible, which enables us to give a personalized service that generally exceeds Customer Expectations We create long term relationships with the aim of becoming your trusted partner, but also work on projects and assignments

How Can we Help Your Company? We assist companies willing to enter or consolidate their current business in the Spanish & Portuguese Markets: Design and Execution of Marketing Actions Oriented to Increment the Bottom Line Specialized in the introduction of technology start-ups, innovative business and small size organizations Extensive networking contacts within Technology Intensive User Industries After sales local support (technical & account management) Project Consultants

Value Proposition We adapt and localize your value proposition to the local market:  Who are the competitors to be beaten in the region?  What are the needs of the potential clients?  How do your products compare to «the state of art»  What should your value proposition be and what are your «key selling points»? MARKET “STATE OF YOUR PRODUCTS ART” YOUR VALUE PROPOSITION CUSTOMER COMPETITORS’ /USER PRODUCTS

The Target Market The target market for your products (THIS IS JUST AN EXAMPLE) We select the key target accounts: Your products T2 •T2,T3 SERVICE PROVIDERS & solutions UTILITIES •ISP & HOSTING S.P. •VoIP S.P. • UTILITIES & TIER 3 INFRASTRUCTURE MGMT. ISP, VoIP, HOSTING INFRASTRUCTURE MGMT. POTENTIAL CLIENTS

How to Reach Your Market Selection of your target accounts Definition of your “secondary” accounts Your Channel Strategy (when/if applicable)

Build your Reputation Locally and on Several Levels You may be No.1 in your field in other markets, but the local Customers, Channels, and even Competitors, must acknowledge your leadership… System Integrators, SALES Key Accounts & OEM Deals Brand awareness , Competitive MAR- Positioning & Positioning as “thought leaders” COM

Pull-Push Strategies  Pull: create demand through direct business development of key accounts  Push: response to demand generated through Channel Partners Business consultants Systems Integrators PUSH CLIENT PULL Demand creation Software Houses

Filling your Sales Pipeline Efficiently Ready for launch of products & services Testing the • MarCom activities that support sales actions market • Business development • Meetings with key actions accounts • Meetings with Your channel partners sales opportunity sales Competitive • Resulting in the 1st opportunity Positioning draft of the • Based on sales/market plan sales previous opportunity analyses Pipeline…

Push – Through the Channel (examples) Accenture Indra ATOS Origin Neoris IBM HP CapGemini

Push – Target Clients (examples) Tier 1 Tier 2 Tier 3 ISP & Hosting Utilities telecos telecos telecos VoIP Orange Ono R Galicia ClearWire Acens Union Fenosa Endesa Vodafone ES Jazztel TeleCable Ibercom Arsys EDP Vodafone PT BT Neo-Sky VozTelecom Amen Gas Natural Sonaecom Euskaltel Abertis Piensa Iberbanda CapCom Cabovisao Zon TVCabo Solutions Iberdrola (Telefonica, PT) Oni Zapp Mobile Claranet 1&1 FCC

Our Services Portfolio MarCom: Sales & technical support:  Market segmentation and targeting  Business Development activities towards  Advice on Competitive positioning advice, Key channel resellers or end customer Selling Points and pricing  Creation and Management of Pipeline:  Lead generation and qualification  Localization of marketing & sales material, - online  Development and presentation of and printed Proposals, Bids, RFIs, RFP’s  Organization of Events: workshops, business  Services Benchmarking and Client conferences, trade shows, etc. Satisfaction Surveys  Design and execution of local marketing campaigns:  Selection of Professional Services product launches, promotions, loyalty programs, etc. Partners: - towards channel or end customer  Consulting  Installation  Internet & Social Media Marketing  Support Services  PR actions: press releases, management of speaker  Spares, logistics, repairs opportunities and interviews with specialized press, etc. with the aim of creating notoriety and thought leadership in the market

MarCom Material We offer translation and localization of all your printed MarCom & sales material and technical manuals. Also, we can assist you in the establishment of a basic, or more sophisticated, online presence in the relevant Spanish Speaking communities:  Not everybody reads English… Brochures, Press releases,  Not everybody who reads English fully Product & user presentations, press manuals fact sheets, communica- understands it! white papers.. tions, etc.  Spanish is the 3rd international language and business language after English and Chinese! Website in Spanish Presence in the most important professional networks & online  The Latin markets work differently from the - including local contact Spanish speaking forums and details communities Anglo-Saxon ones….in the former personal & professional relations play a much larger role “All messages consistently adopted to the  Social media enable you to build more and Spanish speaking communities” better relationships by engaging with your market!

Social Media and the Use of New Technologies in the B2B Sectors  If your company and products cannot be searched online in Spanish you loose visibility and opportunities in the Spanish speaking markets!  Do you know which are the online, professional communities and technical forums relevant for your company?  Are you active in these and do you monitor what is said about your brand?  Is your company prepared for the Web 2.0, - the interactive Web, and do you have a strategy for you social media engagements and use of new technologies? If the answer to these questions is NO, consider letting Ailanthus Advance help you in this area!

Technical Expertise SERVICE NETWORKS PAYMENT Front office and back office VALUE ADDED SRV PLATFORMS PLATFORMS SaaS, Virtualization applications ELECTRONIC EQUIPMENT COMPUTING TECHNOLOGY INSTRUMENTS NETWORKING TECHNOLOGIES (optical, IP, …)

Services – in a Standard Timeline planning selling Preparations: Localization of: Execution: Current situation, Website Scheduling and SWOT analysis Brochures, White execution of meetings Competitive Papers,.. with Target accounts: Phase 5 positioning Sales Pitches & Telecom, ISP, Utililies, Closure of Value proposition, KSPs Presentations Systems Integrators Deals Target segments Manuals Internal reviews & Phase 4 Channel strategy PR & Social Media analysis Customer ACTIVITIES Workshops MarCom strategy Phase 3 Pricing Business development & leads generation Phase 2 Technical Training of Sales: Localisation Potential Customers: Negotiation/Closure of Phase 1 Workshops Deals Portfolio Webinars Assist Intl. Agreements analysis Demos Installation & Support Pilots Partner Agreement System Setup Services Launch!

Advantages of Working with Us  Gain in flexibility through Ailanthus different collaboration models: assignments, projects or mid-long term agreements, with partial or fulltime dedication  Choose services “a la carte” depending on your company's specific needs at any given time  Rationalize and control your costs from the beginning  Get a “virtual” presence and let Ailanthus perform quick opportunity assessments before you invest too heavily in the market or establish your own office  Benefit instantly from Ailanthus’ local market knowledge and personal contact network that will maximize your current and future opportunities in the market  Enter the market faster and with lower risk

How to engage with us  Flexible collaboration models:  assignments,  projects or mid-long term agreements, with  partial or fulltime dedication  IMPORTANT: No long term commitment; if you are not satisfied with our services, you can “quit” with 30 days notice!.  Choose services “a la carte” depending on your company's specific needs at any given time

Client References France Israel Finland Norway Germany UK Ireland Spain

Contact details: The working languages of the Office: Ailanthus Advance team are AILANTHUS ADVANCE, SL English, French, Nordics & Spanish. Feel free to contact us Aramayona 6 - 2C for a non-binding consultation! 28022 Madrid – Spain Email: t.: +34 91 192 2002 Business Development & Sales: f.: +34 91 329 1423 sales@ailanthus.es m.: +34 609444251 MarCom & Social Media: www.ailanthus.es marketing@ailanthus.es Twitter.com/Ailanthus_Spain ¡Thank you for your attention, and please …

….don’t forget to follow us on Twitter! @Ailanthus_Spain ¡Visit our YouTube channel! www.youtube.com/AilanthusAdv

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Business Development & Marcom in Iberia (ITC)

by Ailanthus Advance SL on Apr 27, 2010

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Business Development & Marcom in Iberia (ITC) — Presentation Transcript