3 Important Steps. Step 3: Promote & Scale In this presentation we continue to discuss how U.S. e-commerce companies can succeed in Europe. Trends. Tools. Opportunities. This presentation is about entrance strategies in the European market which is an activity from our 3rd and final step for getting sustainable growth in Europe. As a reminder, Step 1 was Plan & Research and Step 2 was Prepare. There are many market entrance strategies to choose from. We’ll describe two of them here. Model 1 focuses on fast expansion, growth and market share but doesn’t take into account ROI. Model 2 has the opposite focus with ROI the most important factor and Target KPI in a short period of time (3-6 months). Model 2 is less risky and allows for market testing before the company makes a greater investment. The test period depends on the country, market, and situation but is usually 3-4 months. In this short period of time it’s important to use channels which allow the company to target “hot” and “warm” leads aka users (allowing them to take the low hanging fruit). If in these initial 3-4 months performance is positive, the company can scale marketing activities and ensure faster growth while still keeping Target ROI in mind. If performance is low during the first 3-4 months, the company can pause to find and fix problems before increasing their budget further. It's important to remember that creatives and brand ideas are as important as use of the digital marketing channel so please, take care with the creative before entering into the European market.