Tips & tricks on going international by Clement Cezard, Europe Business Development Director at Netflix
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As a startup founder, you often hear the advice "start global from day one". But internationalization means so much more than translating your website. How do you create visibility for your brand? How don't you start from scratch each time you set your sights on a new country? How do you scale operations and recruit the right people? Clément Cézard knows a little bit about that ;) Before taking the lead of Netflix's European Business Developement team, he was in charge of Deezer's international development, and helped the startup launch in several European countries.
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Tips & tricks on going international by Clement Cezard, Europe Business Development Director at Netflix
- 1. TIPS & TRICKS ON GOING INTERNATIONAL #TFWORKSHOP
- 4. #TFWORKSHOP CLÉMENT CEZARD NETFLIX TIPS & TRICKS ON GOING INTERNATIONAL
- 6. TIPS AND TRICKS WHEN YOU GO INTERNATIONAL
- 7. MY EXPERIENCE MARKETING BUSINESS DEVELOPMENT and STRATEGY
- 8. TO AVOID FAILURE, LET’S BE SCALABLE • BUSINESS MODEL • PRODUCT • DISTRIBUTION • HR & TEAM
- 9. SCALABLE BUSINESS MODEL • SCALABLE BUSINESS MODEL REMINDER • It’s a model which can add significant revenue and not be constrained by its own structure and resources • E.g: facebook. Paypal, … • HOW YOUR BUSINESS MODEL WILL EVOLVE IN AN INTERNATIONAL ECOSYSTEM? • How to keep the same economics? Meaning to keep control of your supplier expenses, manage impacts of local taxes… E.g: withholding taxes in Brazil and Thailand. Specificities of German payment system or Italian prepaid offers • Is your model fit with local ARPU? New or emerging market Deezer Brazil Deezer Romania
- 10. • PRE ADAPT YOUR PRODUCT TO EVALUATE EASILY: • Unique global product with light localization process: languages, payments systems • Global Product and support Netflix content produce locally Deezer co-branded product but for global broadcast SCALABLE PRODUCT
- 11. SCALABLE DISTRIBUTION • POTENTIAL EVALUATION • Analysis of the market: eligible clients, partners… • Don’t hesitate to visit the markets you want to open • Which funds are needed? • PARTNERS • Identify global partners: website, media, carriers, manufacturers… • Build partnerships offers and models that can be deployed globally (Revenue share, affiliation…) Deezer: Success of Orange bundle Netflix: Success of Smart TVs Deezer: Difficult integration with Fb
- 12. SCALABLE TEAM • “EXPERT” OR A “JAKE OF ALL TRADES”? • Importance of customer support (local language) • Expert have a higher cost but usually provide better results • Never put someone alone in a market Local team 1 • Marketing • Business Development • PR if needed HQ Interna tional coordi nator Financ e Local team 2 • Marketing • Business Development • PR if needed Local team 3 • Marketing • Business Development • PR if needed Success of local hiring (Deezer and Netflix) Failure when hired people who are alone / minimum 3 people
- 13. THANK YOU Q&A