At Trade Bridge Group (TBG), We Specialise in Overseas Expansion. We Implement Global Strategic, Integrated Marketing, Communications and Business Development Plans; To Help Business & Countries Boost International Trade, Foreign Investment & Cultural Exchange. We Help our Clients: 1) Build Global Connections, 2) Raise International Brand Awareness, and 3) Find Foreign Paying Customers or Foreign Direct Investors. TBG Global: Overseas Expansion Overseas Expansion Specialists Internationalisation Specialists International Expansion Consulting International Business Launch International Company Formation International Market Entry Strategy International Lead Generation TBG Global: Overseas Communications International Sales & Buisness Development International Strategic Communications International Crisis Communications International Corporate Communications International Digital Communications International Editing & Proofreading International Marketing International Digital Marketing

1. UK • US • INDIA • COMMONWEALTH • FRANCE • GERMANY • EUROPE • GLOBAL
OVERSEAS EXPANSION
SPECIALISTS
UK MARKET-ENTRY STAGE 1
Helping Business and Countries With International Trade and Investment

2. At Trade Bridge Group (TBG), We Specialise in Overseas
Expansion. We Implement Global Strategic, Integrated
Marketing, Communications and Business Development Plans;
To Help Business & Countries Boost International Trade,
Foreign Investment & Cultural Exchange. We Help our Clients:
1) Build Global Connections,
2) Raise International Brand Awareness, and
3) Find Foreign Paying Customers or Foreign Direct Investors.
ABOUT US
TBG • YOUR BRIDGE TO GLOBAL MARKETS
TBG HOSTING
IP & SECURITY
TBG FORUMS
TRADE & INVEST
TBG MEDIA
WEB & MARKETING
TBG GLOBAL
& PARTNERS
WWW.TBG.GLOBAL

3. !3
What
How To Sell
What To Sell Who To Sell
GLOBAL STRATEGY
Your Markets
YourCustom
ers
YourProducts
Market Entry Strategy - The Overview

4. Market Entry Strategy - Definition Of Target Market
TARGET
MARKET
Industry
Product or Solution
Size of Organisation
Technology Adoption
Is there a specific industry or industries
that are suited for the offering?
Is this a complete solution or a
point product?
Is this a new market where the focus
is on early adopters or a mature market?
Is there a specific size (revenue, assets,
employees) being targeted?
Buying Process
Is this a complex sale that involves an
approver, decision maker, recommender and
influencer?
Price Point
What is the average selling
price and the average sales cycle?Distribution Model
Will this be sold by direct sales, inside sales,
online sales, or indirect channels?
!4

5. Market Entry Strategy - Your Customers’ Needs Analysis
CUSTOMER
NEEDS
1. Process
3. Value Proposition
2. Change
4. Value
What is the current customer
acquisition process?
What is the value proposition that
will resonate and be compelling?
How do you link the value
to the customers’ KPIs?
How can the process be
changed for improvement?
5. Decision Maker
Why is this appealing to the decision
maker? What’s the lightbulb moment?
!5

6. Market Entry Strategy - Target Market Breakdown
What to Sell Who to Sell How to Sell
Marketing Medium Ave Selling Price Sales Quota # Employees Industries Titles Channel Ave Sales Cycle Approach
Online & Offline £100K £1 million 10,001+ 1, 2, 3 C Suite Direct / Partners 6 - 12 months Targeted Accounts
Online & Offline £75K £750K 5,001 - 10K 1, 2, 3 C Suite Direct / Partners 6 - 12 months Targeted Accounts
Online & Offline £50K £500K 1,001 - 5K 1, 2, 3 C Suite Direct / Partners 6 - 12 months Targeted Accounts
Online & Offline £40K £400K 501 - 1K 4,5,6 Mid Level Direct / Partners 3 - 6 months Targeted List
Online & Offline £30K £300K 201 - 500 4,5,6 Mid Level Direct / Partners 3 - 6 months Targeted List
Online & Offline £20K £200K 51 - 200 4,5,6 Mid Level Direct / Partners 3 - 6 months Targeted List
Online & Offline £15 £150K 11 - 50 7,8,9 Owner/Manager Direct / Partners 1 - 3 months Website
Online & Offline £10K £100K 2 - 10 7,8,9 Owner/Manager Direct / Partners 1 - 3 months Website
Online & Offline £5K £50K 0 - 1 7,8,9 Owner/Manager Direct / Partners 30 days Website
OfferingSolution3Solution2Solution1
!6

7. Audience Innovators Early Adopter Majority Late Majority Laggard
Market Small Expanding Peacked Peaked Contracting
Price Very High High Medium Medium Low
Sales Low Expanding Flattening Flattening Moderate
Competition Low Increasing High High Moderate
Business Focus Awareness Growth Customer Retention Customer Retention Transition
SaturationIntroduction Growth Maturity
Possible
Development
End
of Life
Contraction
Renewed
Growth
!7
Market Entry Strategy - Market Maturity

8. Market Entry Strategy - Sales Journey Communications Map
!8
CRM Consideration Purchase Service LoyaltyAwareness
PR
Radio
TV
Newspapers / Print
Bilboards
Word of Mouth
Online Ads
Email
Social Media
SEO
Landing Page
Affiliate Sales
Website
Mobile
IM / Chat
Phone IVR
Promo on Invoice
Articles / Blog
Email
Newsletter
Events / Trade Shows / Trade Missions
Chambers of Commerce
Other Memberships
Sales Team
Online Touch Points
Offline Touch Points
Referrals
SEM
Articles / Blog

9. Market Entry Strategy - Direct Selling
• Prospecting Outside Named Accounts
• Expense Reports
• Communications with Existing Customers
• Communications with New Prospects
• Networking
• Internal Emails
• Internal Meetings
• Post Sales Requests
• Sending Collateral
• Database Building
• Scheduling Meetings
• Prospecting
• Account Research / Meeting Planning
• Meetings with Prospects & Customers
• Meeting Follow-up
• Responses to Proposals
• Proof of Concept
• References
• Management of Internal Resources
• Contracts
• Quotes
• Communication with pipeline prospects
• Training and Account Planning
• Account Reviews
Non-Core SellingCore Selling
!9

10. Market Entry Strategy - Partnerships
Understand the industry
network and value chain to
build relationships
How does the relationship help achieve
goals. Create a checklist to assess the
value of the partnership
Partners must provide mutually
significant value
Manage the process for
mutual success
Value for the
partner
Partner selection
criteria
Partner Network
& Profile
Partnering
Partner
Management
Process
!10

11. Market Entry Strategy - The Partnership Model
Define Identify Market Screen Sell Plan & Agree
• Identify areas
for partnering
• Define partner
capabilities
• Identify
potential
partners by
using partner
selection criteria
• Create interest
among potential
partners
• Apply partner
selection criteria
for value of
partners
• Develop a
win/win value
proposition
• Develop mutual
agreement on
technology,
sales, marketing,
implementation
and support
Strategic agreements are to be in writing and regulated by formalised daily operations and monthly reports
!11

12. Market Entry Strategy - The Partnership SWOT
• What are your assets and which is the
strongest?
• What makes you better than your
competitors and what’s unique about your
company?
• What things do others say you do well?
• Are there new situations coming down the
road that you can take advantage of?
• Are there gaps in the market you can fill?
• Are there partnerships that may be fruitful?
• What do you not feel comfortable doing?
• What needed resources, staff or skills do you
lack?
• Who are your competition and what do they
offer that you don’t or can’t?
• Are there environmental changes that may
affect the business?
• What other roadblocks are you facing?
Strengths
Opportunities Threats
Weakness
ExternalFactorsInternalFactors
!12

13. Market Entry Strategy - 4P Execution
PRODUCT
• Brand
• Packaging
• Services
• Functionality
PLACE
•Channel
•Inventory
•Logistics
•Distribution
PRICE
• List Price
• Discounts
• Bundling
• Credit Terms
PROMOTION
• Advertising
• Sales Force
• Publicity
• Sales Promotion
!13

14. Market Entry Strategy - Sales Journey Board
Awarenes Consideration Research Selection Purchase Delivery
• Search Engine
Marketing
• Trade Events
• Partner Assets
• Community
Programmes
• Promotions
• Speaking
Engagements
• Website
• Social Profiles
• Partner Events
• Topical Blogs
• Webinars
• Demos
• Case Studies
• White Papers
• Brochures
• Partner Collateral
• Factsheet
• Competitive
Analysis
• Trials
• Referral
Programme
• Community
Programme
• Sponsorships
• Advisory Board
• RFI/RFP/RFT/RFQ
• Contracts
• Pricing
• Customer
Reference
• Customer
Advisory Board
TraTrials
• Customer Referral
Programme
• Customer
Advisory Board
• Training / Support
Programme
• Regional and
Local User Events
Sales guide with best practice and steps to follow
CloseLeadProspect
!14

15. Market Entry Strategy - Bridging The Gap Between
Marketing & Sales
Marketing
Sales
Qualification | Problem Recognition
Needs Analysis | Bespoke Proposal
Business Impact | Prospect Buy In
Proposals Approval | Purchase Approval
Close Deal | Relationship Management
Marketing | CRM | Prospecting | Qualification | Meetings |
Needs Analysis | Proposals | Follow up | Negotiation | Close
YES
YES
HAVE YOU GOT
A STRATEGY?
!15
NO
Increasing Mind Share
Increasing Market Share
Cash
Strategy

16. GET YOUR FREE CONSULTATION NOW NITHYA VENKATESAN
Associate Partner, UK-India
Event Manager, TBG Forums: Trade & Invest
M: +44 (0) 7703 047 066
E: nithya@tbgroup.london
CONNECT ON LINKEDIN
GILES LLOYD
Partner, UK
Deputy Chairman, TBG Forums: Trade & Invest
M: +44 (0) 7949 336 169
E: giles@tbgroup.london
CONNECT ON LINKEDIN
TBG • YOUR BRIDGE TO GLOBAL MARKETS
WILFORD L. AUGUSTUS
Group Managing Partner
Chairman, TBG Forums: Trade & Invest
M: +44 (0) 7508 855 393
E: wilford@tbgroup.london
CONNECT ON LINKEDIN