Business
Internationalization
UNA COLEMAN – MARKETING & STRATEGY SPECIALIST

A BIT ABOUT
ME
START-UPs
INTERNATIONAL
MARKETING - STRATEGY
OPERATIONS

Ingredients • A USP- Differentiator
for success • 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

• Timing – bad luck!
Failure • Under funded: spending
money to raise money
• Product insufficiently
developed
• Messaging not gaining traction
with prospects

Models to
internationalis Born Global
ation
• Early and rapid
internationalisation strategies
• Build global from the start

Developing an
international • Organic growth
business • Export what you do well in
Ireland
• Follow- leverage any home/
international clients
• Concentrate on key territories
– build a profile
• Acquisition

Which
markets to Psychic Distance
choose?
Market Potential
Investment requirement:
finance & people

• Market potential evaluation
Entering new • Costs – pricing - profit margins –
markets check currency exposure
list • Local markets knowledge & expertise
• Tax
• Legal
• Sales / Distribution - Routes to Market
• Supply chain/fulfilment
• Marketing
• Online presence
• Localisation

Routes to • Direct – from your home
Market territory
• Local sales office
• Establish subsidiary
• Commission only sales agent
to sell in overseas market
• Channel Partner
• Enter a Joint Venture

World class • Technology Partners
alliances and • solution compatibility
partners • 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 • Commitment - investment
Management
• 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
Marketing
• LOCALISATION

LANGUAGE Common Sense Advisory survey of
MATTERS 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.

LANGUAGE
All successful businesses are local –
MATTERS
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
Willie Brandt in the 1950s
MATTERS
"If I am selling to you, I speak your
language. If I am buying, dann
müssen Sie Deutsch sprechen"

• Sales and Marketing
THE IMPACT OF • HR and Training
LANGUAGE &
CULTURE
• Operations
• Product Development

International
Marketing
Strategies • Success, is based on an innovative
product AND
• being able to market the
differentiation of the product.
• A slow process
“If you want to
create
• Steep learning curve
demand, you • Requires a lot of work to educate
have to talk to the the distributors and support them.
marketing • Time and effort.
people.”

International
Marketing
Strategies • Knowledge
• Networking
• Exposure
• Credibility

Search engine • In China Baidu is by far the
marketing largest search engine.
• Market share Baidu: 65%-75%
vs
• Market share Google: 21%-
22%

Know Local
Irish Data Protection commissioner
Data
signed into law on 9 Dec 08, that now
Protection
makes sending unsolicited
Rules 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 • France - dedicated agency CNIL -
Protection Commission nationale de
Rules l'informatique et des libertés
http://www.cnil.fr/
• FB page:
http://www.facebook.com/pages/
Paris-
France/CNIL/104754200051
• Twitter: http://twitter.com/Cnil

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
Know Local Data the address appears on the marketing material.
Protection / The new law (effectve September 2009) will
Marketing Rules 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:
Company must display on website, email,
websites & company letters etc :
emails
• 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
Networking • Blogs
Platforms
• Twitter
• Linkedin
• Facebook
• YouTube

Why Social • Cost effective way of building
Networking? brand and name awareness
• Individuals want their say
• Data protection issues around
outbound marketing
• The ease with which people
can switch off – inbound vs
outbound marketing

Inbound vs
outbound
marketing
Outbound
INTERRUPTION

Blog
SEO Social
Inbound vs
Media
outbound
marketing
Content
Inbound
PERMISSION

Leverage • Enterprise Ireland
existing
knowledge and
information • 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
Codegaconsulting
www.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