Global Changes in Innovation


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From May 16, 2011 at Startup Monday in Hong Kong. Presented by Kim Terca of Clement Communications.

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  • One place where tech startups are growing quickly Average app selling price is $1.09 in North America, $0.20 in South America and $0.10 in Asia Revenue opportunities in Europe will grow from $1.5 billion in 2009 to $8.5 billion in 2012 Revenue opportunities in North America will grow from $2.1 billion to around $6.7 billion in 2012 Apps are most popular in Asia where they account for 37% of global downloads this past year Users spent the most for apps in North America where they account for over 50% of revenue
  • Which countries? Current: France , Germany , Italy , Japan , United Kingdom , United States , Canada
  • Most countries, key is right channel partner In US, much more complex market. You need to have your onw direct presence Important to partner with similar companies, need to be here ot do that   Don’t need to physically relocate, but mentally Work during US hours   US is exit market. Where you get capital and crystallize wealth. Exit partners. Not really about selling product, more about exit strategy
  • They sell console servers. Previous company was Snapgear, bought by Mcafee. Successful entrepreneur in Brisbane, Australia. Find someone with entrepreneurial spirit to set up shop in US. Came to US 5-6 yrs ago.
  • Pull out Capo’s blog about why you need to have HQ in US.
  • Blended approach better than going for one TC clip. Not trivial, can be expensive to do all PR, SEO, PPC. Look out for language barrier. Both companies did launch event. Yam chose under the radar (3000), Zingaya chose Demo in(20k). Demo is more official, bigger, 3 day event, booth and keynote. Under radar one day networking thing, fewer startups. Yam also did a full media/partner tour. Both in last year
  • Global Changes in Innovation

    1. 1. Global Changes in Innovation
    2. 2. About Clement Communications <ul><li>Experience with U.S. startups. Clients have been acquired by Dassault Systems, Dell, HP, Red Hat and Oracle. </li></ul><ul><li>Experience supporting non-US based organizations in U.S. market. Japan, Australia, Russia, Spain, Canada, France. </li></ul><ul><li>Integrated approach: PR, Social Media, PPC </li></ul>
    3. 3. Global Changes In Innovation <ul><li>Technology innovation outside of U.S. growing quickly. </li></ul><ul><li>Web apps and mobile apps easier, less expensive to develop. </li></ul><ul><li>North America remains very large buyer of technology </li></ul><ul><li>How to tap this market? </li></ul>
    4. 4. “ The prevailing view of the past 25 years has been that the U.S. can thrive as a center of innovation and leave the manufacturing of products it invents and designs to others...
    5. 5. Nothing can be further than the truth.” - Gary Pisano, Harvard Business School
    6. 6. More opportunities for tech startups worldwide:
    7. 7. Web and Mobile Apps Growing Quickly <ul><li>Gartner: Consumers spent $6.2 billion USD on mobile apps in 2010 </li></ul><ul><li>Gartner: Consumers will spend $21.6 billion USD on mobile apps in 2013 </li></ul>
    8. 8. Goldman Sachs: In 40 Years, the United States will be the only member of the G7 that is still one of the seven largest economies in the world
    9. 9. How is U.S. Market unique? <ul><li>Channel partners are not enough. You need your own direct presence. </li></ul><ul><li>U.S. is an exit market. Attracting venture capital. Selling your product is one piece of it, but also need to consider exit strategy. </li></ul>
    10. 10. How Companies Enter North American Market <ul><li>Conservative. Grow local revenues first, then sell into U.S. market when you can. Angry Birds and SAP both did it this way. </li></ul><ul><li>Land and grow (Exalead, Opengear). Hire full time person in U.S. who reports to overseas HQ. </li></ul><ul><li>Move Headquarters to US </li></ul><ul><li>Toe in water: Gain North American customers and end users through PR and PPC. </li></ul>
    11. 11. Conservative – Angry Birds (Finland) <ul><li>Founder “Win local market first”: 52nd game they had created. Goal was to own our home country first (Finland), then expand.  </li></ul><ul><li>Game released in December 2009, and it went to number one in Finland pretty much overnight. It took until mid-February for Apple to feature the game, and that's what pushed it to number one in the UK. Today, it’s still #1 in U.S. </li></ul>
    12. 12. Land and Grow: Opengear (Australia) <ul><li>Hire U.S.-based expert to grow team. </li></ul><ul><li>Give that person marketing authority in North America. </li></ul><ul><li>Hire U.S. people and agencies – build US channel. </li></ul><ul><li>Opengear: </li></ul><ul><ul><li>50%-100% growth year over year, North American market the strongest. </li></ul></ul>
    13. 13. Move HQ to US: Funambol (Italy) <ul><li>“ Move the headquarters to U.S. because you can find funding, partners and the exit for the company here…see who was acquired recently: Zimbra, MySQL, Trolltech, Xensource. Where were their headquarters? The job of HQ is to get funding, to find partners, to deliver an exit.” </li></ul><ul><ul><li>Fabrizio Capobianco , co-founder, president of Funambol. </li></ul></ul><ul><li>“ It’s not necessary to physically relocate to the U.S., but you need to mentally relocate. You need to be online, working during U.S. hours in real time.” </li></ul><ul><ul><li>Bob Waldie, CEO of Opengear </li></ul></ul>
    14. 14. Toe in Water: yaM Labs (Russia) and Zingaya (Russia) <ul><li>Blended approach: SEO, PR, PPC </li></ul><ul><li>Hire native speaker to edit materials and create U.S.-friendly marketing presence </li></ul><ul><li>Consider a launch event: e.g., Under the Radar (YaM) or Demo (Zingaya) </li></ul>
    15. 15. Approaches to U.S. Marketing PPC, PR, SEO, and Social Media
    16. 16. PPC (Pay Per Click) <ul><li>Why PPC? </li></ul><ul><ul><li>Reach people you don’t get via other channels </li></ul></ul><ul><ul><li>People who visit your site via PPC are more likely to try new product </li></ul></ul><ul><ul><li>Transparent ROI </li></ul></ul><ul><ul><li>Market engagement: you see what people are clicking on, get feedback </li></ul></ul><ul><ul><li>Can see if it works without large financial investment </li></ul></ul><ul><li>Considerations: </li></ul><ul><ul><li>Doesn’t have to be expensive </li></ul></ul><ul><ul><li>Takes a lot of time to do it well. If you don’t know what you’re doing, you won’t get much out. You can hire expert, or study on your own. </li></ul></ul>
    17. 17. SEO (Search Engine Optimization) <ul><li>Consider hiring firm </li></ul><ul><li>Optimize your website with keywords that you find resonate through PPC: header tags, title tags, image descriptions </li></ul><ul><li>In outbound communications, use hyperlinked keywords </li></ul><ul><li>Press releases can nudge SEO over time </li></ul>
    18. 18. Social Media <ul><li>Why social media? </li></ul><ul><ul><li>Interact with users, get feedback on product </li></ul></ul><ul><ul><li>Use social media channels to describe your product and advertise </li></ul></ul><ul><li>Considerations: </li></ul><ul><ul><li>It’s difficult to do well and time-consuming </li></ul></ul><ul><li>Tips: </li></ul><ul><ul><li>Concentrate on key platforms: In US, we recommend Twitter, Facebook, YouTube </li></ul></ul><ul><ul><li>Have personality, offer value, don’t spam </li></ul></ul>
    19. 19. Public Relations <ul><li>Long-term commitment, not about short-term payoff </li></ul><ul><li>Build your visibility step by step. Create visibility over time. </li></ul><ul><li>Reporters give you feedback </li></ul><ul><li>Tips: </li></ul><ul><ul><li>reach out on consistent basis, demonstrate momentum </li></ul></ul><ul><ul><li>Look for 3 rd party validation: users, downloads, partners </li></ul></ul>
    20. 20. Campaign #1 Media Coverage – Big Bang (100% PR) <ul><li>29 articles appearing in 2 days in publications including: </li></ul><ul><li>Reuters </li></ul><ul><li>The Wall Street Journal </li></ul><ul><li>All Things Digital </li></ul><ul><li>Associated Press </li></ul>The Register VentureWire Financial Times Tech San Jose Mercury News Venture Beat
    21. 21. <ul><li><10 articles appearing in publications over 2 month span including: </li></ul><ul><li>GigaOm </li></ul><ul><li>InformationWeek </li></ul><ul><li>TechCrunch </li></ul><ul><li>VentureWire </li></ul><ul><li>SiliconAngle </li></ul><ul><li>Under the Radar Blog </li></ul>Campaign #2 Media Coverage – Rolling Thunder
    22. 22. Who is Winning?
    23. 23. Tale of Two Campaigns Campaign #1 Campaign #2
    24. 24. PR Can’t Win Alone <ul><li>PR drives flash interest, generally with low bounce rates. </li></ul><ul><ul><li>But 2 days after the announcement, value evaporated. </li></ul></ul><ul><li>PPC campaign drove 25% of traffic for campaign for 2 solid weeks. </li></ul><ul><ul><li>Bounce rate was much higher (80%) </li></ul></ul><ul><ul><li>However, drove new sign ups, key for a startup getting early adopter feedback. </li></ul></ul>
    25. 25. Thank you