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1. Guide to International Expansion
Strategy for a Business
Your Company Name

2. 2
Table of Contents
3 Geographic Strategic Options
Geographic Expansion Strategy Steps
Summary-Geographic Expansion Plan
Step-1 Target Market Research & Prioritization
▫ Target Market Size
▫ Target Market Size & Growth Rate
▫ Overall Market Growth Rate
▫ Target Market Profile
▫ Market Adoption Curve
▫ Market Research- PESTEL Analysis
▫ Porter’s Five Forces Analysis
▫ Finalizing Initial Target Geographies
Step-2 Go-to-Market Model Research
▫ Value Proposition Analysis
▫ Value Proposition Analysis (2)
▫ Value Proposition Matrix
▫ Go-to-Market Analysis
▫ Functional Requirements
Step-3 Analysis & Prioritization
▫ Score Potential Target Geos
▫ Focus Markets
▫ Expansion Goals
▫ Expansion Timeline
Step-4 Developing & Executing Expansion Plan
▫ Product Strategy
▫ Marketing Strategy Template 1
▫ Marketing Strategy Template 2
▫ Marketing Strategy Template 3
▫ Sales Strategy – Pipeline
▫ Sales Strategy – Goals
▫ Sales Strategy – Initiatives & Budget
▫ Local Partner Selection

3. 3 Geographic Strategic Options 3
▫ Substantial profits from current geos
▫ Opportunity to increase the current market share with better value proposition & go-to-
market model
▫ Lack of substantial resources to move to new geos
When to use this strategy:
Expand in Existing, Successful Geos
▫ Attractive business opportunities in new, emerging markets
▫ High customer demand and customer growth in new geos
▫ Unbeatable value proposition & go-to-market model to successful capture market
share in new geo
When to Use This Strategy:
Set Up Business in New Geos
Do away with Unsuccessful Geos
When to use this strategy:
▫ Losing to Competition
▫ Dipping Profits
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4. Target Market Research &
Prioritization
Analysis
& Prioritization
Go-to-Market
Model Research
Developing & Executing
Expansion Plan
Geographic Expansion Strategy Steps 4
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5. Target Market Research
& Prioritization
Select attractive geographic locations based on sound market
analysis and of the target customers in those locations.
Step - 01
5

6. Target Market Size 6
What is my market size?
PROSPECTS
45K
18 to 34 ($12.5M)
70%
35 to 55 ($7.2M)
30%
Target Market
L o c a l Wo m e n
Market Size $19.7 M Total Market in Dollars $150 billion/year
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7. Target Market Size & Growth Rate 7
Market Rate
Growth Rate
26
75
55
46
82
43
98
65
0
1
2
3
4
5
6
7
8
9
10
0
10
20
30
40
50
60
70
80
90
100
2017 2018 2019 2020 2021 2022 2023 2024
Market
Size
(RMB
100
Million)
Is my market growing?
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8. 8
Overall Market Growth Rate
What is the market outlook?
0
5
10
15
20
25
30
35
40
SOUTH
KOREA
ARGENTINA
INDONESIA
VIETNAM
UKRAINE
COLOMBIA
THE
PHILLIPINES
CHILE
MALAYSIA
PERU
Fast Growth Emerging Markets
0
10
20
30
40
50
60
BRAZIL
RUSSIA
INDIA
MEXICO
Big Emerging Markets
0
100
200
300
400
USA
CHINA
JAPAN
EU5
China & Mature Markets
US $Bn.
1%
22%
0,5%
1,2%
12%
7%
13%
14%
8%
4%
15%
13%
7%
8%
11%
5%
10%
10%
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9. Target Market Profile
Who are my customers?
Target Description
Target Description Urban & suburban women 18- 34 (70%) & 35-55 (30%) who wish to look beautiful & take care of their skin to look young & fresh
Their Needs Healthy, young skin, to look beautiful, mask skin flaws
Their Enemy Pollution, oily skin, acne, & skin fatigue
Insights that Tell their Story Text here Text here Text here Text here
What do they Think Now? Text here Text here Text here Text here
How are they Buying? Text here Text here Text here Text here
We want them to Think/Feel/Do Text here Text here Text here Text here
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9

10. Market Adoption Curve 10
My target customers fall most into which category – Innovators, early adopters or laggards?
2014 2015 2016 2017 2018 2019 2020 2021
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Penetration
of
Target
Market
Time
2.5%
10%
40%
40%
10%
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

11. Market Research - PESTLE Analysis 11
Political
▫ Stability of Government
▫ Potential Changes
▫ To Legislation
▫ Global Influences
Economic
▫ Economic Growth
▫ Employment Rates
▫ Inflation Rates
▫ Monetary Policy
▫ Consumer Confidence
Sociological
▫ Income Distribution
▫ Demographic Influences
▫ Lifestyle Factors
Technological
▫ International Influences
▫ Changes in
▫ Information Technology
▫ Take-Up Rates
Legal
▫ Tax Policies
▫ Employment Laws
▫ Industry Regulations
▫ Health & Safety Regulations
Environmental
▫ Regulations
▫ & Restrictions
▫ Customer Attitudes
How favorable is the political, economic and legal environment of the new geography?
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12. ▫ Your text here
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Threat of New
Entrants
▫ Your text here
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Bargaining of
Suppliers
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Threat of Substitute
Product or Service
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Rivalry Existing
Among Competitors
▫ Your text here
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Bargaining Power of
Buyers
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Porter’s Five Forces Analysis 12
Can my product/service survive in the business environment of the new geography?
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13. Finalizing Initial Target Geographies 13
Percentage
of
Target
Customers
Competition
High
Low
High
Low
Highly Attractive
Can be Targeted Drop these Targets
Develop a Unique Value
Proposition
How attractive is the new location – very attractive, average or not attractive at all?
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14. Go-to-Market Model
Research
How good is your value proposition and the go-to-market business model?
Improvise the same with thorough market research to take on competition in
the new geography.
Step - 02
14

15. Value Proposition Analysis (1/2) 15
What are the features & benefits of my product/service for my customer?
Value Proposition Customer Segment
Pains
Gains Customer
Job(s)
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Pain
Relievers
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Product
Service
Text here Text here
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Gain
Creators
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16. Value Proposition Analysis (2/2) 16
Company Competitor 1 Competitor 2
Core Features Rating Core Features Rating Core Features Rating
Product Quality 5 XXX 3 XXX 5 XXX 5
Packaging 4 XXX 5 XXX 3 XXX 2
Ease of Use 5 XXX 5 XXX 4 XXX 4
Price 4 XXX 3 XXX 2 XXX 1
Effectiveness 5 XXX 2 XXX 4 XXX 4
Totals 28 XXX 18 XXX 18 XXX 16
Value
Proposition
Dimensions
Customer
Importance
(Rank Order)
How attractive is the value proposition via-a-vis competitors?
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17. Value Proposition Matrix 17
How valuable or unique is my product or service?
How
Your
Product
Differs
from
Competitors
Value of your Product
Not Valuable Unique
There will be no Market for
your Product
Not Valuable not Unique
You are Insignificant
Valuable not Unique
Pricing Strategy is the only
Option
Valuable Unique
You can be a Big
Success
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18. Go-to-Market Analysis 18
Cust.
Text here Text here Text here Text here Text here
Geo
Text here Text here Text here Text here Text here
Vertical
Text here Text here Text here Text here Text here
Go-to
market
dimensions
Sales Service Pricing Distribution Channels
What are the go-to-market (distribution sales, marketing) dynamics in the new geo?
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19. Risks
Risk 1 Risk 2 Risk 3 Risk 4
Current Status & Process Going forward
Current Status Details
▫ Text here
▫ Text here
Other details about expansion process
▫ Text here
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How much time will this expansion take?
▫ Text here
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Functional Requirements 19
Location
Add location details
Infrastructure
Add details such as land area, production capacity etc.
Key points
Other relevant details about this expansion
Overview
What are the organizational and functional requirements? What are the risks?
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20. Analysis & Prioritization
Now, you have to start narrowing down and finalize the expansion geographies.
Score each geo on the basis of your funding and resources as well as the scope
of the target market and go-to-market model success. The geos offering the
maximum opportunity cost have to be selected.
Step - 03
20

21. Score Potential Target Geos 21
Geo 01 Geo 02 Geo 03 Geo 04 Geo 05
Growth Potential 4 5 3 3 2
Market Size
3 4 4 3 3
Market Access
3 4 3 3 2
Competition Level
1 1 2 3 4
Investment
2 2 3 3 4
Risk
3 4 4 3 2
Legal Aspects
3 2 3 2 2
Total
For
Growth Potential, Market Size & Market Access
1 is low, 5 is high
For
Competition level, Investment, Risk & Legal Aspects
1 is high, 5 is low
Use a matrix to score each new potential geo on the criteria of market opportunity, target customer, competition, investment and risk.
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22. Focus Markets 22
North America
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Africa
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South America
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Asia
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Australia
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Emerging Markets in Asia, Latin America & Europe
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23. Expansion Goals 23
Today
50
230
In Year 2024
240
300
International Sales Home Market Sales

24. Expansion Timeline 24
2020
▫ Text here
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2021
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2022
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2023
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2024
▫ Text here
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25. Developing & Executing
Expansion Plan
Finally, you have to create a robust strategy to enter and capture the
markets. This requires mobilization of all resources and identification of
partners in new geos that will help you win in the new market.
Step - 04
25

26. Product Strategy 26
3 Product Benefits
▫ Text here
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2 Product Features
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Product Description
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1
4 Product Economics
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5 Product Budget
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6 Launch Date
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27. Marketing Strategy Template (1/3) 27
Owned Strategy Budget/ Resources Desired Outcome Metrics to Measure
Website Build internal links after content pieces are 1 hour per week -
Traffic
Text here
Email list
Monthly newsletter - - -
Triggered email nurturing program Text here Identify prospects and pull down the funnel Text here
Facebook Daily weekday posts Text here New subscribers, traffic to website Text here
Twitter Daily weekday posts Text here New subscribers, traffic to website Text here
LinkedIn Daily weekday posts Text here New subscribers, traffic to website Text here
Earned Strategy Budget/Resources Desired Outcome Metrics to Measure
Email outreach
Identifying & contacting friend & social influencers who
may be
Willing to share the
(Outreach time resources)
Influencers will share via social
Channels or link to content
Shares & links
Paid Strategy Budget/Resources Desired Outcome Metrics to Measure
Facebook Text here Text here Text here Quote requests & email signups from fb
LinkedIn Text here Text here Text here Quote requests & email signups from LNKD
Twitter Text here Text here Text here Text here
Paid search Text here Text here Text here Quote requests & email signups from PPC
Retargeting Text here Text here Text here Text here
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28. Marketing Strategy Template (2/3) 28
JAN FEB MAR APR MAY June JUL
Product & Service
Management
Brand &
Marketing
Channel Management
Sales &
Post Sales
Go/No-go Mar 14,2020
General availability
Jul 28,2020
Go/No-go May
19,2020
Market Analysis Business Plans Price Definition
Projections Market Requirements
Lead Gen Analytics
Competitor Profile
Brief Analysts
Brand, Solution, Message
Beta
Customer/Advocates
PR Blitz
Customer Profile
Sales Strategy
Training Team Development Best Practices & Optimization
CRM & Pipeline Reporting Virtual Sales
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29. Marketing Strategy Template (3/3) 29
Earned
Media
Owned
Media
▫ Lead generation
▫ Outbrain
▫ Text here
▫ Text here
Paid Media
▫ Affiliate
▫ Text here
▫ Text here
▫ Text here
Incentive ▫ Create from experts
▫ Employee stores
▫ Text here
▫ Text here
Content
▫ Facebook
▫ Twitter
▫ Linked-IN
▫ Text here
Social Media
▫ Charity the-INS
▫ Text here
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Partnerships
▫ Response to detractors
▫ Text here
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Influencer Engagement
▫ Influencer relations
▫ Text here
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Publicity
▫ Optimized content
▫ Text here
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Authority
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30. Sales Strategy - Pipeline 30
Campaigns to
Drive Traffic
Visitors
Trials
Closed Deals
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31. Sales Strategy - Goals 31
Last Year Goal Change Last Year Goal Change Last Year Goal Change Last Year Goal Change
JAN Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
FEB Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
MAR Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
APR Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
MAY Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
JUN Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
JUL Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
AUG Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
SEP Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
OCT Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
NOV Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
DEC Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here Text here
Geo 1 Geo 2 Geo 3 Geo 4
Date: Prepared By:
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32. Sales Strategy - Initiatives & Budget 32
Sales Campaign Budget
Particulars Cost
Giveaways $10K
Advertising $50K
Door-to-Door Selling $5K
Your text here $4K
Your text here $15K
Total $84,000
Sales Initiatives
Online
Advertising
Tele
Marketing
Trade Fairs
Telemarketing Canvassing Referrals Direct Mail
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33. Local Partner Selection 33
Criteria Partner 1 Partner 2 Partner 3 Partner 4 Partner 5 Partner 6 Partner 7
Complementary capabilities 7 5 6 7 8 9 5
Unique competencies 5 4 8 6 7 8 8
Industry attractiveness 8 8 6 7 5 9 9
Capability for quality products 9 9 8 6 9 8 8
Managerial capabilities 8 7 6 7 8 9 8
Finical assets 9 8 8 7 6 7 7
Special skills to learn from partner 8 9 7 7 7 8 6
Intangible assets 8 7 8 7 7 9 7
Willingness to share experience 7 9 5 6 7 8 8
Previous alliance experience 8 6 8 7 7 8 8
Market knowledge/access 7 5 7 6 7 8 8
Cost of alternatives 8 7 8 7 6 8 7
Partner’s ability to acquire skills 9 8 7 7 7 8 8
Total Score 101 92 92 87 91 107 97
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34. Summary - Geographic Expansion Plan 34
Geos Finalized
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Expansion Goals
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Expansion Budget
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Our Unique Value Proposition
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Our Go-to-market Strategy
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35. 35
Guide to International Expansion Strategy for a
Business Icons Slide

36. 36
Additional Slides
01. Company Introduction
02. Meet Our Creative Team
03. Our Goal
04. Idea Generate
05. Timeline
06. Our Mission
07. Comparison
08. Venn Diagram
09. Swot Analysis
10. Thanks for Watching!

37. Company Introduction
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Preferred by Many
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audience's attention.
We are Creative
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audience's attention.
Target Audiences
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audience's attention.
Value Clients
37

38. Our Goal 38
Goal 01
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Goal 04
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Goal 02
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Goal 03
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39. Idea Generate 39
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40. Timeline
Strat
End
2016
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2018
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2020
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2017
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2019
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2021
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40

41. 41
Our Mission
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Our Vision
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Our Mission
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Our Goal
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Our Achievement

42. Comparison 42
40%
60%
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70%
30%
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43. Venn Diagram 43
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01 02 03

44. SWOT Analysis 44
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45. Thanks for Watching!
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