Please join us on May 5, 2014 as CANIETI hosts Tom Evans for a free seminar where he'll present a workshop on "Ten Keys to Creating and Marketing Successful Global Products & Services" and then will describe how the "Global Market Entry @ WCIT 2014" Program will prepare companies to effectively present their companies, products and services at WCIT 2014. CANIETI has partnered with Tom Evans of The Lûcrum Group to prepare a select group of companies to successfully conduct Global Business on one of the biggest stages of the ICT Industry, WCIT 2014. The objective of this program, entitled "Global Market Entry @ WCIT 2014", is to effectively prepare ICT companies to present globally competitive products and services at WCIT 2014. Over the next five months, Tom Evans will train, coach and consult with participating companies in order to ensure that each company has world class products, services, marketing and business development and is prepared to conduct professional business discussions and negotiations at WCIT 2014. Please join us as Tom Evans shares his personal insight on conducting global business and learn how you can increase your chances of achieving business success at WCIT 2014.

1. How to Achieve Business Success @ WCIT 2014:
Ten Keys to Creating and Marketing Successful
Global Products & Services
Presented by:
Tom Evans
The Lûcrum Group
May 5, 2014

2. Presentation Agenda
• Why Go International
• Ten Keys to Export Success
• Global Market Entry @ WCIT 2014

3. Why Go International?
• Increase revenues and profits!
– Large market opportunity
• Large country markets
• New and fast growing markets
– Diversify Market Risk
• Help weather local financial downturns & seasonality
– Increase Revenue for Fixed R&D Investment
– Become more competitive
• Increase credibility of company
• Help identify new opportunities & strengthen product
• Better serve multinational companies

4. Global Software Market
$US Million % of World Total
United States 133,193 40.01%
Germany 23,191 6.97%
United Kingdom 22,311 6.70%
China 16,445 4.94%
France 16,390 4.92%
Japan 13,735 4.13%
Italy 10,635 3.19%
Canada 10,247 3.08%
Netherlands 8,771 2.63%
Spain 7,319 2.20%
Source: Digital Planet 2008 - WITSA (2009 Projected)
Total World Software Market = $US 332,933 Million

5. Significant Spending on ICT

6. Creating Greater Value in ICT Exports

7. Ten Keys to Export Success
• Commitment to International Business
• Effectively Manage Channel Partners
• Adapting Product & Market Strategy

8. COMMITMENT TO INTERNATIONAL
BUSINESS

9. 1 - Make It a Strategic Decision
• What Should Happen
– Strategic Decision
– Markets Researched
& Prioritized
– Export Plan Created
– Investments Made
– Export
• What Happens
– Opportunistic
– Met at Tradeshow
– Sounds Interesting
– Let’s Do Business
– Now Exporting

10. 2 - Make the Commitment
• Overcome the initial difficulties and financial
requirements
• Sufficient funding to develop market before
reaching breakeven
• Time to develop reputation
• Invest in manager for international markets

11. 3 – Achieve Success in Home Market
• Don’t go global prematurely
• Track record/Local credibility
–Market leadership
–State of the art products
–A local multinational client

12. 4 - Structure for International Business
• Experienced manager in international
marketing & sales
• Establishing a strong product management,
marketing & sales discipline
– Discipline & structure to deliver a competitive
product that meets the broader needs in all
markets
– Execute world class marketing & sales

13. GLOBAL PRODUCT & MARKET
STRATEGY

14. 5 – Beware the Large Market
• Well developed & sizable market
– Saturated with products
– Very competitive
– Require higher marketing investment
• But, if I can only get a small part of a large
market.
– E.g., 0.5% of market share in a $US1 billion market

15. Strategies - Targeted Markets
• Think niche markets – well targeted
opportunities
– Offers more opportunities for developing
competitive advantages
– E.g., 10% of a $US 50 Million market

16. 6 - Differentiate on More than Price
• Deliver same capability but for less
• What happens when someone can sell for
lower cost?
• Need to compete on total value

17. 7 – Focused Value Proposition
• Clearly defined target markets
• Important problem that people want to solve
• Value clearly understood by target buyers in
target geography
• How can you create a competitive advantage

18. 8 – Invest in Localization/Globalization
• Globalize/localize everything
– Marketing & sales techniques
– Messaging & positioning
– Your support structure
– Packaging
– Local regulations & compliance
• Don’t use the low cost provider

19. EFFECTIVELY MANAGE CHANNEL
PARTNERS

20. 9 - Select Capable Channel Partner
• Select a partner
– Clear criteria for partners
– Due diligence
– Get to know them
• Selecting and managing channel partners is
crucial to success

21. 10 - Effectively Enable Channel Partner
• Develop structure & tools to teach & aid
partners
–Marketing & Sales
–Implementation
–Support

22. Summary
• You have to be committed
• Focus first on business/market development
– Not sales or income
• Dedicate someone to this task
– Or it will suffer from attention
• Understand the differences in markets and how to
adapt to be successful
• Learn to select & manage channel partners

23. GLOBAL MARKET ENTRY @ WCIT 2014

24. Program Objectives
Prepare Mexico ICT companies for WCIT 2014 to:
• Present globally competitive products and
services;
• Perform world class marketing and business
development;
• Conduct professional business discussions and
negotiations;
• Close business deals with organizations from
around the world

25. Program Plan
1. Global Market Readiness Assessment
2. Training Workshop (12 hours)
3. Coaching & Mentoring
4. Creating Global Marketing Materials
5. Dress Rehearsal
6. WCIT 2014 – Showtime
7. Post Congress Coaching

26. Global Market Readiness Assessment
• 45 to 50 minute interview & business
discussion with company (May 5 & 6)
• Report on:
– Strengths & weaknesses of the company &
offering
– Global competitiveness of their offer
(product/service)
– Readiness to conduct international business
– Recommendations to enhance competitiveness

27. Workshop
• Creating a Compelling and Globally
Competitive Product and Go-to-Market
Strategy
• May 8 & 9: 12 Hours
• How to:
– Complete an in-depth Market Analysis
– Develop competitive Export Strategy
– First steps to presenting at WCIT 2014
– Effectively working with partners

28. Coaching & Mentoring
• May to Sept 2014
• Guide & coach through the steps (Market
Analysis, Export Strategy, WCIT 2014 Prep)
• Regular group meetings
• 10 Hours of individualized research and
consultation

29. Global Marketing Materials
• Two hour on line workshop
• Understand what is expected for globally
competitive marketing materials
• Professional review & edit of 2 pages of
materials

30. Dress Rehearsal
• Practice your WCIT 2014 presentation &
business discussions
• Sept 2014
• Get feedback and final adjustments to ensure
readiness

31. WCIT 2014 - Showtime
• Onsite support to help you through any
business presentations, discussions or
negotiations

32. Post Congress Coaching
• Coaching & consulting post congress to
negotiate & close deals

33. How to Participate
• Assessment & Workshop
– Payment of $US 800 immediately
• Coaching, Mentoring, Marketing Materials, 10
Hours, Dress Rehearsal, WCIT 2014 Support
– Payment of $US 4625
• Post Congress Coaching
– Negotiated on a per company basis

34. Program Incentives
• Program in review with ProMexico
• Reimbursement of up to 75% of program costs
upon completion of program & deliverables.

35. Questions
Muchas Gracias!
Tom Evans
The Lûcrum Group
tevans@lucrum-group.com
+1.512.961.5267
Skype: tevanstx