TOP 10 TIPS
FOR GOING
GLOBAL
Top 10 Tips On Going Global: oDesk + General Assembly 2
You’ve crunched the data and led market research trips
to justify ...
Top 10 Tips On Going Global: oDesk + General Assembly 3
Do your homework whilst still at home.
Before you leave you should...
Top 10 Tips On Going Global: oDesk + General Assembly 4
3
4
At the beginning, do things that don’t scale (and don’t sweat ...
Top 10 Tips On Going Global: oDesk + General Assembly 5
5
6
Hire exceptional hustlers, good managers,
and subject ma er ex...
Top 10 Tips On Going Global: oDesk + General Assembly 6
7
8
Partner up.
Try taking your existing partnerships global. Find...
Top 10 Tips On Going Global: oDesk + General Assembly 7
9
10
A good PR agency is worth its weight in gold.
The team within...
Top 10 Tips On Going Global: oDesk + General Assembly 8
Nothing is more exciting
& challenging than
conquering a new marke...
Top 10 Tips On Going Global: oDesk + General Assembly 9
educational institution that is building a community of
individual...
THANK YOU
Share your tips with
@oDesk and @GA_London on
#goingglobal
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Top 10 Tips for Going Global: Market Entry Strategy for Taking Your Business International

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Thinking of taking your business international? You’ve crunched the data and led market research trips to justify your move across the pond. Armed with exec approval, a marketing budget, noise-cancelling headphones, and your trusty travel pillow, you’re raring to go. All you need now is a killer market entry strategy. We've got you covered. Check out these top 10 tips from General Assembly and oDesk for hitting the ground running!

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Top 10 Tips for Going Global: Market Entry Strategy for Taking Your Business International

  1. 1. TOP 10 TIPS FOR GOING GLOBAL
  2. 2. Top 10 Tips On Going Global: oDesk + General Assembly 2 You’ve crunched the data and led market research trips to justify your move across the pond. Armed with exec approval, a marketing budget, noise-cancelling headphones, and your trusty travel pillow, you’re raring to go. All you need now is a killer market entry strategy.
  3. 3. Top 10 Tips On Going Global: oDesk + General Assembly 3 Do your homework whilst still at home. Before you leave you should have a tight value proposition and create a business model canvas that helps you lay out your strategy. You’ll also want to use this handy-dandy international expansion checklist: Create a SWOT chart matrix in which you honestly evaluate yourself against any target market competitors. Who are your target customer What makes you truly special in the market you’re moving into? What are people looking for? Where is the biggest opportunity? If an obvious opportunity has not been realised in the market you’re moving into, spend time to understand why. Who will your biggest brand advocates partners, and start reaching out before you move in. Be sure to research employment laws, taxes, salaries, and building licenses, desk space, internet, and printing. Make sure the ‘basics’ work flawlessly. Imagine your beautiful new office with swag all stacked up, strategic partners and advocates on board, and all those special extras ready to delight your new customers. You’re all set for world domination and then… that CTA, projector, or check-out button doesn’t work. #fail Test the basics of your product and every brand engagement until you’re 250% sure everything works. And then test again. Lastly, make sure everyone on the team is accountable for a potential ‘basics fail’. Communicate early, and do dry-runs 1 2
  4. 4. Top 10 Tips On Going Global: oDesk + General Assembly 4 3 4 At the beginning, do things that don’t scale (and don’t sweat it). We get it. No one ever got promoted by investing in you’re truly starting with zero customers in a new market, you have to start building a prospective customer base somewhere. Make sure to get executive buy-in to begin by Additionally, if there’s low hanging fruit in a certain vertical, or service might be perfectly tailored to startups, SMBs, ready to attract teens, philanthropists, artists, or developers after your sweet spot and branch out from there. Start with marketing the top-performing products or services in your portfolio. Your product might have a laundry list of amazing features and functionality. But you want to cross the chasm from early (and often techy) adopters to mass as Don’t rush into up-selling and cross-selling. Instead, start with your star products that will sell themselves. And keep focusing on what makes you different, per your market research.
  5. 5. Top 10 Tips On Going Global: oDesk + General Assembly 5 5 6 Hire exceptional hustlers, good managers, and subject ma er experts. It has been said before, and it needs to be said again. In your early days, each person you take on board will have the ability to either make or break your business. Therefore your core team should be truly exceptional, even if it’s just you and one other all-star. Look for direct experience, hustle, connectedness, knowledge Your HQ culture should extend across the Atlantic. Train your team in person. We recommend sending someone from HQ to new employees to HQ for a stint to make sure they create strong relationships that they’ll later need to succeed in their new role (think designers, developers, IT, and customer support). In the early days, at least one of the team members needs to be an experienced manager and jack of all trades. The others can If it doesn’t seem to be working out, cut your losses as fast as possible; every day with a poorly delivering team member is detracting from your success. To stay hyper-focused on meeting key objectives, think about delegating non-core tasks to a pool of freelancers, taskrabbits, or interns. Maintain brand consistency. The most successful brands have a strong and consistent voice no matter where in the world they are. While the UK tends to be voice to logo treatments to your brand promise. is exactly the same in each market, the intangibles will come a welcome call, care package, dedicated account manager, or breakfast meet up) work really well in your core market, and
  6. 6. Top 10 Tips On Going Global: oDesk + General Assembly 6 7 8 Partner up. Try taking your existing partnerships global. Find partners with similar brand attributes and values with whom you can partner will expose your brand to a high volume of new prospective customers. Distribution partners deserve a special focus. To help yourself grow, go where the elephants are. Focus on 5 to 10 big strategic distribution partners that can help you spread the word and partners’ user base, whilst helping the partners with their own marketing or business needs. Don’t push. Be sure to listen. It’s really all about the proverbial ‘win-win’. you share your ideas about how they may be able to help you and why. Keep meetings short and sweet. Be ready to pitch your ideas and be clear about what you want out of the meeting in the them down. Localisation ma ers. to which you need to localise depends on your core audience businesses?) and your budget. At a minimum, you’ll need to make sure your tagline, website copy, email campaigns, and event topics resonate with your new audience. After the baseline channels are nailed, you can consider localizing your UI, offering, pricing, color scheme, packaging, etc. If you don’t have the staff to conceive entirely separate campaigns, start by taking HQ’s most successful campaigns, double-checking that the value prop and call to action stand up in your expansion region, and then having a local marketer
  7. 7. Top 10 Tips On Going Global: oDesk + General Assembly 7 9 10 A good PR agency is worth its weight in gold. The team within the agency is even more important than the agency reputation as a whole. Make sure you select the team before you sign. Don’t fall victim to one group pitching and another team becoming your day-to-day contact. Compare apples to apples during the proposal process. Agency contacts with journalists, analysts, bloggers and other make a dent as a small team. business, differentiators, and market direction. Make them work for you. Demand results. Because of the in our experience. Be sure to keep your first few customers extra happy. As discussed above, you may need to rely upon your personal Incentivize action. Offer freebies, dedicated or exclusive discounts, vouchers, trials and tasters to get your future users power to help people want to talk about you. Be strategic. Just like with partnerships, go after 5 to 10 guest speakers, bloggers or media references. Share these wins via your site, campaigns, and events. Create local success stories/case studies. Build marketing collateral that demonstrates why other people think you rock and how you’ve helped them rock, too. Once you get a few strong stories under your belt, many doors will suddenly open. key improvements. Show small acts of kindness. You want to go after word of by human conversations and brand ‘delighters’. Send your new customers or clients a personalised card (or jam jar like or customer support call), and remember that every interaction you have is the cornerstone of your brand experience.
  8. 8. Top 10 Tips On Going Global: oDesk + General Assembly 8 Nothing is more exciting & challenging than conquering a new market. You will make lots of mistakes, but never forget to celebrate your victories, both large and small. ! at home, you’ll have to treat your expansion to the new market as an early-stage venture. With so much to do, crystal focus is key to your success. Understand, plan, and agree on the What, Who, and 12 months. Communicate with HQ as often as possible, and in as constructive a way as possible. Don’t waste time focusing on just reporting and feeding and actions that you can review with your local team and then with HQ. much as the HQ can give you cookie-cutter tools with the best local market. Help them help you, don’t rely on copy paste,
  9. 9. Top 10 Tips On Going Global: oDesk + General Assembly 9 educational institution that is building a community of individuals empowered to pursue work they love, through instruction and opportunity in technology, business and design. We offer classes, workshops, full-time immersive programs and online educational programming on the most relevant skills of the 21st century economy, including web development, user experience design, digital marketing and data science. oDesk is a leading online workplace, where savvy businesses and talented freelancers work together to get the job done. Companies come to oDesk to hire, manage, and pay talented freelancers from around the world, and a global community of freelancers join oDesk to get access to jobs that are personally,
  10. 10. THANK YOU Share your tips with @oDesk and @GA_London on #goingglobal

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