Don't make market decisions based on opinions Use a practical & proven methodology Too many companies select their target markets based on the person with the strongest opinion, one inbound enquiry or someone they know. Avoid these common pitfalls by using a fast and practical approach for Decision Makers and understand why you should invest time and resources in selected markets and not in others. The benefits of a practical methodical approach to Market Selection and Prioritisation: ● Make market selection decisions based on defined criteria and data ● Depersonalise the varied opinions of your team, and help ensure all are on board with the outcome ● Develop a Clear Market view through: ○ Understanding your market size; number of customers ○ Understanding the challenges in the markets; competitor presence ○ Understanding your route to market options; number of potential partners

1. Market Selection and Prioritisation -
Practical Analysis for Focus

2. Many Questions
Q: To what extent can I sell remotely
into North America? (Louise)
Q: How do I assess market need for
new product? (Colin)
Q: How can you gather
relevant data to validate
markets? (John)
Q: How much market research do
we need before deciding on a
market? (Tim)
Q: What areas should I cover in
business case to invest in specific
markets? (Riley)
Q: With a SaaS solution, how do I
determine what markets will accept
self-signup? (Simon)
Q: Do you specifically target
or avoid markets with
competitors? (Michelle)
Q: Do you simply prioritise
markets where you have some
customers already? (Shona)

3. Welcome
If you have any comments
or questions,
please interrupt…
Type into the Chat/Question screen
www.tenego.com
Donagh Kiernan
Founder and CEO
Tenego Partnering
28 years – Techie background
Sales Channel, Direct Sales and
Channel
Sales Organisation Management.
http://ie.linkedin.com/in/donaghkiernan

4. Market Selection and Prioritisation -
Practical Analysis for Focus

5. Common Methods of Market Selection
• An enquiry from a market: “there must be a need
and it would be good to have a reference there”
• Director’s Past Experience: “From my experience it is
a good market”
• English speaking markets
• Where your competitors have chosen
• Based on a company they know selling in the market
• Based on the strongest opinion

6. Market Selection – Tenego’s Method
• Make decisions based on defined criteria and data
• Depersonalise the varied opinions of your team, and get
‘buy-in’ with the outcome
• Develop a Clear Market view through:
– Understand your market size; number of customers
– Understand the challenges in the markets; competitor
presence
– Understand your route to market options; number of potential
partners
Tenego Webinar

7. Internationalisation Pre-requisites
1) Decide Know your Customer Focus/Niche/Specialism
– Specialists trump Generalists
– Local trump remote relationships
2) Market Opportunity
3) Competition
4) Clear Marketing Message: Value Proposition / Unique
Selling Point
5) Access to Market / Routes to Market
6) Scalable Sales Model
7) Scalable Delivery Model

8. Market Selection & Prioritisation
1) What markets can you
deliver into?
2) Where is the greatest
opportunity?
3) What markets can you
gain easiest access to?
Developing Your Marketing Selection / Prioritisation Criteria:

9. Example Scenario:
• An Enterprise Software Solution Company
• Selling to end-customers in different industry sectors:
Financial Services, Healthcare and others
• Selling through System Integrator Partners
• Cloud based solution – multitenant
• Configurable, Customisable back-end and front-end
• English backend, with front-end content configurable
• Integration capabilities with major ERPs

10. What Markets can you Deliver into?
• What Languages is your solution in?
– Or can it be localised easily?
• What countries do you met the relevant regulations?
– Or can be modified easily to meet market needs?
• What countries can you implement credibly, with
service people in the markets if need be?
– A local deliver partner would bring credibility
• What countries will your existing references be
recognisable?
– International brands or local sites of existing customers

11. Where is the Greatest Opportunity?
• What markets have the largest number of target
customers?
• In what markets do your customers have the greatest
need or will pay the most for the needs you solve?
• What markets are growing your customers seeing
growth in their sectors and have money to spend?
• What markets have changes that might drive demand
for your solutions?
• What markets might value your proposition more?
• What markets have been proven by your competition?

12. What Markets can you gain Easiest Access to?
• What is the cost of doing business in the markets?
– Travel Costs
– Cultural Challenges
– Access to existing contact networks or communities
– …
• Closer Markets; Geographically and Culturally
• What markets have the largest number of suitable
partners?
• What markets present challenges with competition?
Tenego Webinar

13. The Market Selection Decision Model
• Calculated Index and Rankings
– Index
– Rank
• Priority Criteria and Weighting
• Min/Max Conditions
• General Indicators
• Target Customer Indicators
• Market Value or Growth Indicators
• Competitive Indicators
• Market Access Indicators
Tenego Webinar

14. Market Selection Indicators

15. Interpreting Market Selection (1)
• Europe:
– Germany - largest ICT spend in Europe
– UK - largest number of resellers, 2nd largest ICT spend
• US is largest ICT spend market, yet most competitive
– Can you compete with these competitors?
– What is the cost of beating this competition?
• Where do you offer the Greatest Value?
– in High Cost Economies, do you Save Costs?
– in Low Cost Economies, do you Improve Quality?

16. Interpreting Market Selection (2)
• Market Access:
– Travel Time and Costs
– Cultural Acceptance
– Market Acceptance of foreign product
– Number of partners
– Credibility in the Market
– References in particular markets
Tenego Webinar

17. Interpreting Market Selection (2)
To demo on model, ranking by:
• Index
• Filtering Regions: America, Europe, LATAM
• Market Size – Min/Max Conditions
• By Sector Focus
• By Customer Need
• By Competitor Presence
• By Partner Presence
Tenego Webinar

18. Interpreting Market Selection
To demo on model, ranking by: Index
Tenego Webinar

19. Interpreting Market Selection
• Filtering Regions: America, Europe, LATAM
Tenego Webinar

20. Interpreting Market Selection
To demo on model, ranking by: Market Size
With Min/Max Conditions
Tenego Webinar

21. Interpreting Market Selection
To demo on model, ranking by: Sector Focus
Tenego Webinar

22. Interpreting Market Selection
To demo on model, ranking by: Customer Need
Tenego Webinar

23. Interpreting Market Selection
To demo on model, ranking by: Competitor Presence
Tenego Webinar

24. Interpreting Market Selection
To demo on model, ranking by: Partner Presence
Tenego Webinar

25. Market Selection - Summary
1) Don’t select markets based on opinion
2) Decide based on criteria and data (even simple data)
3) Decide of your markets on criteria across:
– Markets you can Deliver into
– Markets that present the greatest opportunity
– Markets that are easiest access to
• Depersonalise opinions – get buy in from team

26. Thank You & Questions
26
Donagh Kiernan
Founder and CEO
Tenego Partnering
http://ie.linkedin.com/in/donaghkiernan

27. Tenego Partnering: Services

28. Tenego Clients

29. Tenego’s Partnering Methodologies

30. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …

31. Next Webinar
31
http://www.tenego.com/resource/market-selection-and-
prioritisation-practical-analysis-for-focus

32. www.tenegopartnering.com/resource www.tenegopartnering.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan/
32

33. Other Webinars
• Recorded & ready to watch:
– Sell More & Faster through Market Validation
– SaaS/Cloud Grows Up - Should You and How to Partner for Enterprise?
– Microsoft ISVs: Selling Your Software Solution through Sales Partner Channels
– Q&A Session: How to Partner with SAP
– How to Partner with SAP
– Your Channel Evolution: Early Stage, Established and Beyond
– Software Sales Growth to European Manufacturing Sectors
– Partner Operations: Scaling your Channel Partners
– Learning from the Big Boys' Partner Programs: Microsoft, Oracle, SAP etc.
– International Growth for UK based Software Companies
– Case Study - Bringing a US Company to Europe
– To Grow Your Product Revenues from 10M to 50M
And many more…

34. Related Articles/Content
• Many Articles in our Blog
www.tenegopartnering.com/blog
• Market Selection: English Capability - a Consideration not a Limitation
• Technology Companies, When Do You Internationalise?
• We're Selling to English Speaking markets first! Why? Is that so wrong?
• Market, I'm Your Visionary. Buy My Product - Market Validation
• Making Your Vision Meet the Market Need (when you're not Steve Jobs, Jeff Bezos or Elon Musk)
• What are the costs in your direct sales process?
• How well does Your Partner Propositions Score?
• Making Sales Channels Work for Cloud/SaaS Solutions - The Summary
• Enterprise Cloud SaaS Solutions - Partner Propositions - Part 2
• Enterprise Cloud SaaS Solutions - Partner Propositions for Proactive Partners - Part 1
• SaaS Buyers Are Quick To Buy

35. Build & Manage Sales
•
Direct and Channels
•
Executive Hands-on
•
Your Alliances Team
•
Software Business
Experts
•
Practical
•
Results Focussed
CONTACT DETAILS:
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Email: info@tenego.com