Sharing the PPTs from the Orange County (OC) China Business Forum Meetup event -- CHINA Stories & Lessons -- August 24, 2017 at Wework Spectrum Center. STORIES and LESSONS of my entrepreneurial journey into China is where your journey begins! Discover what's beneath the glamour of China's megacities. Understand the undercurrents of repression, the mentality of nationalism, the pursuit of the "China dream" and all the implications these sentiments have for strategy, risk mitigation, and success for doing business in China.

1. CHINA Stories & Lessons
“An Entrepreneurial Journey”

2. MISSION Foster ongoing development of
SINO-Western cross-cultural awareness,
sharing of insights, and connections

3. MISSION Foster ongoing development of
SINO-Western cross-cultural awareness,
sharing of insights, and connections
Imagination Curiosity
EmpathyAwareness

4. Today’s Journey (What, Why, How, Who)
 EXPAT … The Art of War
 CONSULTANT … Leading Change
 PARTNER … Valuable Partnering Lessons
 ENTREPRENEUR … Building a Platform
 EVENT ORGANIZER … O2O and Inbound Marketing

5. CONCEPT “Paratrooper Manager” (2012)
 空降部队 (kōng jiàng bù duì)
 Attitude and perceptions
◦ What qualifies you?
◦ What political (internal) support?
◦ What value do you offer?
◦ You lack credibility!

6. Oberderdingen, Germany (2012) - 1st time meeting with my direct reports
Lack of Awareness (2012)
 South East Asia
 Japan/Korea
 Greater China
 Conflicts of Interests
 FTZ
 Corruption

7. “The supreme art of war is to subdue
the enemy without fighting”
- Sun Tzu

8. Lessons Learned Shared
 Some battles are not worth fighting (lose-lose)
 In most cases (as a foreigner), you simply cannot
win against the system in China
 AWARENESS means getting out on your terms
and Saving FACE (for all parties)
 小何 (xiǎo hé) Connection

9. Nanjing, China (2013) - Onsite PMS Consultant at Chinese SOE-MNC joint venture company
What’s your daily rate? (2013)
 Listen
 Flexibility
 Professionalism
 Diplomacy
 Execution

10. “Local Chinese know their culture, but it
doesn’t mean they have the E.Q. or soft
skills to lead”
“There are no natural barriers or advantages
for developing GUANXI (关系)”

11. The Bund, Shanghai, China - View from Shanghai Tower looking down on Jin Mao Tower
Training & Consulting Partnership (2014)

12. SWOT Analysis

13. Shanghai, China (2014) - Early EME IGC (Increasing Global Competitiveness) Course

14. Go-To-Market Strategy

15. Shanghai International Studies University (2014) - Instructor for IMBA Course at SISU MBA

16. Marketing Channels
Job
Seekers
Employed
@ MNCs
Companies
Professiona
ls
Website (emecareer.com)
WeChat (social media)
LinkedIn.com Ad Campaign
LinkedIn.com Group(s)
EME Videos (YouKu, YouTube)
Workshops
Roundtables (Coffee Time)
Seminars
Partners (Recruiters, HR)
Affiliates (SJTU, Max)
Sales Channels Market Segments

17. Shanghai, China (2015) - Keynote speaker for Industry Associations (Medical Association)

18. Original Beachhead Strategy

19. Local Chinese Partner Considerations
 Why do I need a local partner? What do I need my local partner to do
(that I cannot do)?
◦ What is the measureable VALUE of partnering?
◦ What is an acceptable amount of UNCERTAINTY (trust)?
 Are our VALUES aligned?
◦ Soft-term vs. Long-term
◦ TRANSACTIONAL vs. COLLABORATIVE
 What is my BARGAINING POWER?
 How do I interpret Chinese LIP SERVICE?

20. Lujiazui (2014) - View from CEO SUITE, Bank of Shanghai Tower. 30,000RMB/month lease

21. “Thinking in terms of local partner can blur
your vision for finding the right partner”

22. Updated Beachhead Strategy

23. Shanghai, China (2015) - Keynote Panelist for MBA students visiting China

24. Shanghai, China (2015) - Workshop for Rutgers University MBA Program

25. Xin Tian Di, Shanghai, China (July 2015) – 2-person office at SOHO 3Q Co-working office
Discovered Co-sharing Spaces (July 2015)

26. People Squared, Shanghai (Aug 2015) – Keynote speaker at The Shanghai Forum

27. Blue Marlin, Jing’an District (Sept 2015) – 1st Cross-Cultural Performance Forum Meetup

29. C r o s s - C u l t u r a l P e r f o r m a n c e F o r u m ( 1 , 1 3 2 + m e m b e r s )

30. "Business/Networking events to give its members a voice
to be heard by like-minded professionals"
S h a n g h a i B u s i n e s s C l u b ( 5 4 1 + m e m b e r s )
"Lifestyle partner offering FREE, Paid, and Sponsored events
that are social, informative, and fun"
S h a n g h a i I n t e r n a t i o n a l M e e t u p ( 5 , 9 8 3 + m e m b e r s )

31. “Business Networking” Events

34. Le Royal Meridien Shanghai (August 2016) – Cross-Cultural Performance Forum
Le Royal Meridien Shanghai (Aug 2016)

36. “Lifestyle” Events

37. “Lifestyle” Events

38. Open Mic Nite

39. Event
Announced on
Meetup
Cross-Promote on
other Meetup
Group
Cross-Promote on
other Meetup
Group
Cross-Promote on
other Meetup
Group
EME
WeChat
Service
Account
Past
Event
Upcoming
Event
Email Database and
other Member
Communications
Social Media
(WeChat, LinkedIn,
Facebook, etc.)
Venue Partners
(Blue Marlin)
Cross-Promotion
Partners
Prepayment and
Group Discounts

40. Beijing, China (Nov 2016) – HKU-IBC Cross-Cultural Management class photo
Cross-Cultural Management (Nov 2016)

41. Mindset of White Collar Chinese
 Wit/Humor
 Compelling Stories
 Perception of immediate benefits/results
 Undercurrent of Chinese nationalism
 Herd mentality

42. Bootstrap Go-To-Market Strategy
 No Sales/BD resources or activities
 Employed Interns as “Partners”
 Singularly focused on building the EME brand and
developing a platform (consistency)
 “Consistency” Filter

43. Market Price (March 2017)

44. “I want to start a business in China”

45. Why? (start a business in China)
 Lifestyle
 Opportunity
 Circumstances

46. What? (Products or Services)
 Solution (Compelling Need / Demand)
 Opportunity (Target Market / Size)
 KSFs/USPs (How do you overcome the unique
market challenges in China?)

47. Who?
 Locals or Foreigners
 Demographics / Segments / B2B / B2C / P2P
 Key Decision-Makers

48. How?
 O2O & Inbound Marketing Strategy
 “Right” Strategic Partners
 GUANXI (关系) Relationships

49. Describe the China Market in 3 Words
 Scale
Speed!
Hype!!!

51. All PPTs will be shared via LinkedIn Slideshare!