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Piet Pauwels<br />Professor of International Marketing<br />Universiteit Hasselt<br />Life Sciences cross Borders<br />On ...
The Must of a Global Perspective<br />Dominant players are globalplayers<br />Hugh R&D investmentsrequiresubstantialmarket...
False Excuses not to Cross Borders<br />I don’t have the money<br />Makesureit is part of your business plan – venture cap...
The Liabilities of Foreignness<br />Internationalization serves the acid test of your concept<br />We don’tknowyou<br />We...
Success Factors<br />Have a valueproposition<br />What is the addedvalue of your concept for a particularcustomergroup? Ca...
Hints<br />Unlessyouworkthrough a multinational partner, conquerone country afteranother.<br />Never select a newmarketbec...
Hints<br />Team up withlocaluniversities<br />Mobilizehome and host government support<br />Integrate partners from ‘diffi...
YourDream<br />shouldbe to redefine the rules of the game in your business niche.<br />The onewhodefines the game, is the ...
Piet Pauwels<br />Professor of International Marketing<br />Universiteit Hasselt<br />Life Sciences cross Borders<br />On ...
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LifeTechLimburg Interregio 05102011: Piet Pauwels Hasselt University

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Transcript of "LifeTechLimburg Interregio 05102011: Piet Pauwels Hasselt University"

  1. 1. Piet Pauwels<br />Professor of International Marketing<br />Universiteit Hasselt<br />Life Sciences cross Borders<br />On the must of a globalperspective of Life Science Start Ups.<br />
  2. 2. The Must of a Global Perspective<br />Dominant players are globalplayers<br />Hugh R&D investmentsrequiresubstantialmarketsize<br />Investorsrequestsubstantial and fastgrowth<br />Intellectualproperty is not a national issue<br />
  3. 3. False Excuses not to Cross Borders<br />I don’t have the money<br />Makesureit is part of your business plan – venture capitalistswillappreciateit<br />Contact agenciesforstart-upsupport and subsidies <br />I don’t have the time<br />Make time<br />Orfind a partner<br />I don’t have intellectualpropertyabroad<br />Makesureyou do. Ifnototherswill, whetherornotyouwillinternationalize<br />
  4. 4. The Liabilities of Foreignness<br />Internationalization serves the acid test of your concept<br />We don’tknowyou<br />We don’tspeakyourlanguage<br />We don’t trust you<br />You are not in mynetwork<br />Whyshould we buyfromyou?<br />
  5. 5. Success Factors<br />Have a valueproposition<br />What is the addedvalue of your concept for a particularcustomergroup? Canyouexplainthis to a non-specialist in lessthan 15 minutes?<br />Have a bright business model<br />How does myvaluepropositionreach the onewho has to payforit and the onewhowillintegrateit in hisvalueproposition?<br />Review (and revise?) bothyourvalueproposition and business model foreachnew country<br />
  6. 6. Hints<br />Unlessyouworkthrough a multinational partner, conquerone country afteranother.<br />Never select a newmarketbecauseit is large. Select itbecauseit fits yourvalueproposition and business model … and take the hardestfirst. Ifyousucceed, itwillbeyour best ambassador.<br />Thinkstwicebeforeyou contract a local partner, yetyouwillneedmany.<br />
  7. 7. Hints<br />Team up withlocaluniversities<br />Mobilizehome and host government support<br />Integrate partners from ‘difficult’ yet relevant markets as soon as possible<br />Travel and spend time abroad<br />
  8. 8. YourDream<br />shouldbe to redefine the rules of the game in your business niche.<br />The onewhodefines the game, is the global leader.<br />Severalsmall, younglifesciencecompanies have doneitbeforeyou. <br />Stop dreaming, act.<br />
  9. 9. Piet Pauwels<br />Professor of International Marketing<br />Universiteit Hasselt<br />Life Sciences cross Borders<br />On the must of a globalperspective of Life Science Start Ups.<br />
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