How to do business in the UK
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This talk was given to Finnish entrepreneurs in Sept 2014, as part of an event hosted by Finpro and the Finnish British Chamber of Commerce.
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How to do business in the UK
- 1. Taking smart shortcuts to local growth
- 2. What’s in store… Who, What, Why? Know, Like, Trust Changing times Growing Locally
- 3. Our story… Who? What? Why? “Helped us to identify and develop new business opportunities in the UK and localise our Product and Marketing offer. Their market knowledge and strong network of connections shaped our thinking, developed our own partner network and grew our UK presence.” Ville Osterlund, MD. Interquest
- 4. Lost in (Google) Translation…
- 5. Finding the familiar fusion
- 6. Finding common ground for relationships SISU & Stiff Upper Lip Customer Experience Agility & Responsive Innovation
- 7. Business is built on relationships Do they KNOW you? Do they LIKE you? Can they TRUST you? Can they BUY you?
- 8. What’s changed? 70% of buying process completed before sales call Smart Marketing to inform, educate and influence
- 10. Growing locally…
- 11. Steps to growing locally… Go Local Get Personal Solve Problems Share your Stories Build Community
- 12. Futurice go local and personal
- 13. Futurice get personal We believe software is the backbone of the societies of tomorrow. We believe that in order to have a healthy society, we need software of exceptional quality that solves the right problems. We believe that the best work is done by happy, motivated people, and it is possible to build a large, successful and sustainable company full of these people.
- 14. Kiosked solving problems on second website…
- 15. Zilta share personal stories & solutions
- 16. Telling their stories • Futurice – Content Marketing plan for B2B buyers • Zilta - Awareness and Funding • InterQuest – Awareness and Community
- 17. Digia – building a community
- 18. Steps to growing locally… Go Local Get Personal Solve Problems Share your Stories Ask for smart shortcuts Build Community
- 19. Take smart shortcuts to local growth
Editor's Notes
- KNOW Who are you? Website and Mobile and LinkedIn – vital to being seen Local language, focus and contacts, jargon free, benefits and call them to action. Where are you? Partners, online presence, localise (Leeds vs Turku) LIKE Open up the doors What’s your story/style/personality/drivers What’s your offer – benefits and problems you solve and USPs When – established and creds TRUST Deeper What do you think? – white papers and thought leadership Your expertise and way you do things – see Futurice for transparency and style – CARE What else – PROOF – case studies Your team as experts BUY Free trial/taster products Products and Packages & USP’s – your compelling offer Easy to find, choose, learn and buy Delivery/returns (PoM) After sales service and customer care Make it simple and low risk for me
- LOCALISING – NO UK phone number for UK MD BUT were sitting in their customer’s premises here in the UK – local office Really care about their people and their clients. Transparent Blog, Radio show and internal data publicly available. History making - Best Place to Work in Europe for last 2 yrs. We believe that the best work is done by happy, motivated people, and it is possible to build a large, successful and sustainable company full of these people. Who are you? What do you do? (benefits) Why do you do it? Who are your ideal clients What do they need? Why do they need you?
- Blogging about each step of their progress, open, transparent and personal. Personal mission about why he launched this – so he could connect more with his Dad. Who are you? What do you do? (benefits) Why do you do it? Who are your ideal clients What do they need? Why do they need you?
- What do we mean by Socialising. Telling your story in media and channels that suit your audience to get you Known. Liked and trusted. This includes creating a continuous stream of relevant, targeted and informative White Papers, Press Release, Blogging, Social Media, Email Marketing, Events, Networking. In the B2B buying process, 75% of the decision making process is now conducted online – that means that buyers only engage with sales for verification and deeper questions. LESSON – You need to be online and publicising your content. Zilta came to us wanting help with raising their Awareness and finding Funding – so we got them into App World Startup Village at Olympia next week and introduced them to BBC Click as well as funding opportunities For InterQuest that meant a PR event at the Ice Bar in London to build awareness and a mailing list Are you Content?... Marketing - Futurice content marketing plan
- Building your following of fans to help you spread the word Give them the tools to tell their friends within your products. PARTNERING for growth Tightly targeted niche audience MBL found their artists, their partners and launch band for them Also ran successful event at Ministry of Sound, App marketing and biz dev Product as Marketing Partners can help you Build Relationships Find your community…