This document provides information for U.S. startup founders considering expanding into Europe. It discusses the opportunities in Europe, including its large population and economy. It recommends starting in German-speaking countries like Germany, Austria or Switzerland. Specifically, it suggests the Bonn/Cologne region of Germany, which has major companies and universities. The document outlines the steps and services needed to launch in Europe, and offers a package to help with business setup, sales, marketing and other support.

1. Go-Europe!
International Expansion Options for U.S. Growth Companies

2. Hey, you!
…founder of some great startup who…

3. … successfully launched your product in your market…
…and who is starting to receive requests for your
products and services from the other side of the Atlantic?
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4. …you are aware of the copy-cat trap…
…as you know about ´the European startup scene
watching closely what is created in the Valley and ready
to copy-cat this – like the Samwer brothers are doing it in
Berlin with Rocket Internet …
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5. …and you want to be first to market, not second…
…as you know that squeezing into an occupied
market comes more expensive than being first…
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6. …here is your opportunity to get started…
…with an experienced team of professionals who
know their way around Europe and the regional
differences, advantages and disadvantages.
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7. What you have to keep in mind to go international:
1. Vision
• Understand the Why – why do you want to expand?
2. Products & Service Adaptions for international Markets
• Define the What – what’s necessary to fit to new markets?
3. Go-to-market / Internationalization Strategy
• Be clear about the how – how to approach the go-to-market?
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8. What else you have to keep in mind to get started:
4. Location
• Find the Where – where will be the best starting point?
5. Budget
• Understand the How Much – how much budget is required?
6. People
• Identify the Who – who will be your best ambassador to start with?
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9. Let‘s have a look at geography and numbers…
…the USA have double
the size of land mass
compared to Europe…
…a federation of 50
states…
…with 320 million people
generating …
…a GDP of 18 trillion
USD…
…an average household
income of 44 thousand
USD
http://www.oecdbetterlifeindex.org/countries/united-
states/
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USA over Europe
http://thetruesize.com

10. …and understand why it makes sense to Go-Europe…
…as the European Union has 27 member states...
…with about 450 million people...
...generating a GDP of 13 trillion USD…
...with an average household incomes reaching from
13‘ USD (Latvia) to 39‘ USD (Luxembourg)…
…mostly using one currency - the EURO…
(all numbers already w/o the 64 million Brits)
à The EU is the largest market after the U.S.,
still more than 2 times larger than China!
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11. …but where to go to within Europe?
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London
Dublin
Paris
Barcelona
Madrid
Lisbon
Helsinki
Baltics
Warsaw
Prague
Budapest
Bukarest
Rome Athens

12. …you could go to Austria Switzerland, or Germany…
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CGN
BER
MUC
ZRH
VIE
FRA
FRA - Frankfurt
CGN – Bonn/Cologne
BER - Berlin
MUC - Munich
ZRH - Zurich
VIE - Vienna
Germany
Switzerland
Austria

13. ...which is the German-speaking part of Europe…
Austria, Switzerland, Germany (ASG) represent
≈ 100 million population
≈ 4.4 trillion USD GDP
≈ 2.5 million companies
≈ 33,0000 USD avg. household income
à The German speaking market represents the
economically most important area within Europe.
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14. …for example the CGN region in right the middle…
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CGN
North Rhine Westphalia
(a federal state of Germany)
CGN
CGN = airport
code of
Bonn/Cologne

15. …CGN is the airport for two cities: Bonn and Cologne…
…15 miles apart and founded by the Romans over 2,000 years ago…
…with the Köln-Bonn international airport located just 20 minutes away…
…with headquarters of corporates such as Bayer, DHL, Deutsche Telekom (T-Mobile)…
…with Bonn being home to 18 secretariats of the United Nations…
…and several federal agencies being located in Bonn due to its former capital status.
Join the Club:
The federal state of North Rhine Westphalia is home to over 1,600 U.S. companies…
…such as 3M, Amazon, FedEx, Ford, Johnson Controls, Medline, QVC, and UPS…
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16. …so what does it take to get started…
a) …a product which is adaptable to the foreign market…
b) …maybe first customers, dependent on your strategy….
c) …or a partner company with access to your target market…
d) …an address to register, a phone line and some marketing…
e) …a legal entity, typically a limited (GmbH)…
f) …a managing director to represent you with signing authority…
g) …sales and marketing folks or support to conquer the market…
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17. … get it all done with the TRADUM Go-Europe Package
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go-to-market
strategy
company address
and postbox
legal advice and
entity setup
interim
managing director
hiring support
tax advice and
structuring
initial sales &
marketing
Biz dev / partner
acquisition
product
adjustment

18. …and - oh, yes – we do have 24 official languages…
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Български
Čeština
dansk
Deutsch
eesti keel
Ελληνικά
English
español
français
Gaeilge
hrvatski
Italiano
latviešu valoda
lietuvių kalba
magyar
Malti
Nederlands
polski
português
Română
slovenčina
slovenščina
suomi
svenska

19. …but you don‘t have to go to London to speak English!
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20. Contact Details
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André Panné
Managing Partner
www.tradum.net
andre.panne@tradum.de
Mobile: +49-171-7821869
Skype: andre.panne
Twitter:BizDevAngel