This document summarizes information provided by Cool Creative Concepts, a UK branding and marketing firm, about their business and international expansion efforts. Some key points: - Cool Creative Concepts works with customers to redefine their brands, build brand equity, and create integrated digital marketing campaigns. - They have expanded internationally by partnering with firms in other countries, such as a joint venture in the US and projects in Russia and Colombia. - UK Trade & Investment (UKTI) has provided support through services like market research, mentoring, and a marketing scholarship program that helped Cool Creative reposition their offering for the US market. - Cool Creative advocates an "adaptive channel marketing" approach of sharing resources

1. Boosting Local Enterprise
17th October 2013

2. Reaching the World
Samantha Gemmell
– Cool Creative Concepts
Kerry Bailey
– UK Trade and Investment
Estelle Colmeraurer
– Enterprise Europe Network
Jasmine Chambers
– China-Britain Business Council
Ben Snutch
– SynYang

3. Your Brand . Your Story . Your People
Sam Gemmell
Director
Cool Creative Concepts LTD
How to build a micro multi-national
“Opponents are thwarted with intelligent planning”
Sun Tzu
and a little help from UKTI – the SAS of business support
www.cool-creative.co.uk

4. Your Brand . Your Story . Your People
Redefining our brand values, building channel equity and
innovating our service offer
Tesseract or hypercube: A mathematical gateway to infinite possibility
www.cool-creative.co.uk

5. Your Brand . Your Story . Your People
Redefining our brand – brand is a symbol of value
Our Value Proposition
We create world-class brands and build brand equity and profitability for
our customers. We leverage brand stories and turn consumers into
brand storytellers by delivering integrated digital and social media
marketing campaigns with a measurable return on investment, reach
and influence.
www.cool-creative.co.uk

6. Your Brand . Your Story . Your People
Our value-based market offering – from this….
We are accomplished listeners and infectious storytellers.
It's not about ads... it's about reach.
It's not about marketing... it's about business transformation
www.cool-creative.co.uk

7. Your Brand . Your Story . Your People
… to this - transforming our customer’s brands
Avenger Assemble: Ironman uses his virtual technology (the net) to directly
experience the tesseract (brand) for the first time
www.cool-creative.co.uk

8. Your Brand . Your Story . Your People
Consumer covets branded services and products
Brand value recognition through relevance, reach and resonance
Loki desires tesseract (branded product) for global domination
www.cool-creative.co.uk

9. Your Brand . Your Story . Your People
Building Global Brand equity – The conversation prism
Brands become stories and
customers become storytellers
Capture attention
Steer online experiences
Spark conversations and word of mouth
Help customers address challenges and
create new opportunities
www.cool-creative.co.uk

10. Your Brand . Your Story . Your People
Building Global Brand equity – The Global Brand Sphere
Meet customers where they connect and
fold them into the narrative
Brands invest in the 5 media landscapes:
Paid: Digital advertising, banners, ad words, overlays
Owned: Created assets, custom content
Earned: Brand-related conversations & user generated
content
Promoted: in stream or social paid promotions
Shared: Open platforms or communities . Customers
co-create and collaborate with brands
www.cool-creative.co.uk

11. Your Brand . Your Story . Your People
Motivation to export
Constricting UK Market - Not buying into fiscal austerity measures
– be smart and lean not small and cheap!
Scale up not down - Need to create new COOL markets
More opportunities to exploit COOL international USP
Exciting new opportunities in emerging international markets
Sustainable route to success through innovative organic growth
BE PART OF A GLOBAL CONVERSATION
www.cool-creative.co.uk

12. Your Brand . Your Story . Your People
SMART OBJECTIVES: COOL WEALTH CREATION
•
Capitalization of the business through targeted “crowd sourcing” from
strategic partners (significant increase in balance sheet value and external investment in
Cool Creative with no debt financing required).
•
•
•
•
•
•
Build brand equity and monetize the ‘Cool Creative’ brand as a saleable
asset with significant balance sheet value.
Monetize soft value appropriations and reflect in balance sheet.
Increase top line revenue by broadening service offer beyond current
capabilities and capacities.
Increase ROI by decreasing cost-base and increasing revenue through
shared channel equity in new markets.
Redefine ROI of Human Resources as ROI of ‘active work units’ across
partner joint contracts and reflect human equity in balance sheet.
Sell company in five years.
www.cool-creative.co.uk

13. Your Brand . Your Story . Your People
Harnessing the Power of SME informal networks
Understanding the
inky world of SME
relationships,
strategic partnerships
and peer referrals
www.cool-creative.co.uk

14. Your Brand . Your Story . Your People
Harnessing the Power of SME informal networks
Bimini Bahamas
Wild Dolphin
Colombian shoreline
Sauna
Miami Beach Florida
Moscow Riviera
Astrophysicist
How are they all related?
www.cool-creative.co.uk
President Putin

15. Your Brand . Your Story . Your People
Harnessing the Power of SME informal networks – our story
“I met one of our current business partners in a sauna, who knew a
Russian business consultant who was looking for creative UK companies
and checked it out through my Aunt's lodger in Sheffield, who happened to
be a Russian astrophysicist married to Putin's speech writer...
I met one of our US partners over rum cocktails on a tiny island in the
Bahamas whilst swimming with wild dolphins...
We have put the two partners together for a joint market entry into
Colombia through the US , using revenue from our Russian contracts to
fund it.
We are cross-channel marketing in Colombia with our UK Ad and FE
Education partners to build our brand equity in two Colombian markets
simultaneously“
www.cool-creative.co.uk

16. Your Brand . Your Story . Your People
“The future of competition is collaboration”
We heighten customer satisfaction by augmenting our own
capabilities with those of more proficient partners, outside our own
distinct specialisms – access to 50-60% more contract opportunities
The Three Marketeers!
www.coolcreativeco.co.uk

17. Your Brand . Your Story . Your People
“The future of competition is collaboration”
‘e-Learning Business’ - Florida
Joint venture with US partner
Skills development digital products
‘Digital Media Marketing’ - Colombia
Joint venture with our UK partner
Tier 1 brand creation and building brand equity
‘Digital Media Marketing’ - Russia
Joint venture with our UK and Russian partners
Well capitalized high growth start up companies
‘Digital Education Resources’ Colombia & India
Joint venture with our UK Education partner
Blended vocational and language training
www.cool-creative.co.uk

18. Your Brand . Your Story . Your People
“The future of competition is collaboration” UKTI value-added
UKTI adds value to these relationships by helping SMEs to formalize and
monetize the trading opportunities... and it does this very successfully...
Becoming match-fit for Global Trade:
•
•
•
•
•
•
•
•
Finding channel partners in US and Colombia
Access to experts in cyber-security plus lots more…
OMIS – customized research into target markets
Countdown to market entry support
Marketing materials support – Grant funding
Mentoring – the priceless value of a good ITA
Business Transformation “Hot-housing”
Improved performance in home territories
www.cool-creative.co.uk

19. Your Brand . Your Story . Your People
UKTI Kellogg Marketing Scholarship
UKTI sponsored an ‘ Executive Marketing Masterclass’
in Chicago, at the top Marketing School in the world
Competitive application process
Changed our whole approach to marketing
www.cool-creative.co.uk

20. Your Brand . Your Story . Your People
UKTI Kellogg Marketing Scholarship
We set up a US JV LLC and opened an office in Delray Beach Florida
www.cool-creative.co.uk

21. Your Brand . Your Story . Your People
UKTI Kellogg Marketing Scholarship
Access to a top UKTI US Expert – helped re-position our US market offering
www.cool-creative.co.uk

22. Your Brand . Your Story . Your People
“Adaptive Channel Marketing – shared channel equity”
www.cool-creative.co.uk

23. Your Brand . Your Story . Your People
“Adaptive Channel Marketing – shared channel equity”
Our adaptive channels are webs of capabilities embedded in an extended
enterprise. By sharing our resources and capabilities in novel ways and new
situations, we can take advantage of profit-making opportunities that SMEs could
not exploit alone.
Service and marketing operations are shared and costs fall by 20-25%.
Expectation of 50-60% more in sales with greater margins and less risk by
offering a broader selection of products and services than we could on our own.
www.cool-creative.co.uk

24. Your Brand . Your Story . Your People
“Adaptive Channel Marketing – shared channel equity”
Leveraging the Global Brain - Innovatively using connectivity for
business transformation
Global Telecommunications at Thunderbirds HQ Tracey Island
(skype for marionettes)
www.cool-creative.co.uk

25. Your Brand . Your Story . Your People
Innovation starts with letting go!
UKTI Passport to Export Program
We rewrote our whole business
plan!
Innovation is a mind set, an open way of
looking at the world that encourages
deviation and rewards early failure
Measure of success is new value, not
new technology or products
www.cool-creative.co.uk

26. Your Brand . Your Story . Your People
UKTI Kellogg wisdom - Market test with a pilot
Think big, start small, scale fast
Rapid, dirty, cheap pilots are the key to
speed
Break down projects into manageable
chunks
No project at Cisco is more than 90 days old
Avoid “percentage people”
Dedicated personnel are the only ways to
get focus and speed in action
Make executives accountable for
progress
Regular review meetings
www.cool-creative.co.uk

27. Your Brand . Your Story . Your People
Universal Truths for Innovative International Trade
“Value in business markets is the worth in monetary terms of the
technical, economic, service and social benefits a customer
receives in exchange for the price it pays for a market offering”
• Measure risk by cost of failure, not probability of failure
• Aggregate sales revenue and reduce cost-base through shared
channel equity
• Augment capabilities with those of more proficient partners,
outside our own distinct specialisms
•
Know your markets and your place within them!
www.cool-creative.co.uk

28. Your Brand . Your Story . Your People
“Life in the Brand Sphere” – 6 micro-stories in less than 1 minute…
www.cool-creative.co.uk

29. Your Brand . Your Story . Your People
“Thank you for listening…“
Now what’s your story?...
www.cool-creative.co.uk

30. The UK Government’s ambitions
1.
Doubling UK exports to £1 trillion a
year by 2020;
2.
Getting more UK companies exporting
by 2020;
3.
Doubling the UK’s stock of FDI to £1.5
trillion by 2020.

31. Who is UK Trade & Investment?
£49.6Bn Sales
33,000 Customers
120,000 Jobs
BIS & FCO
9 English Regions
3 Devolved
Administrations

32. UKTI’s Global Presence
1,200
400
30
111
in
in
English Regions
East Midlands
staff in
overseas markets.
staff
ITAs

33. UKTI operates in 176 locations, in over 111 markets, covering 98
per cent of world GDP

34. East Midlands Exports
The Outcome
6000 Exporters
£18.3bn - Up 3.4%
57% Exports to Non EU Markets
5

35. International Trade Advisers
New Customers
Opportunities
Markets
Advice & Support
Business Review
Action Plan
6

37. UKTI’s Services
ERDF
Overseas Market
Introduction Service
TAP
Passport to Export
Gateway to Global
Growth
Export Communications
Review
8

38. Exporting Success
1,20
staff in
111
overseas markets.
Over
50%
UKTI’s
Customers win
Of
£600k
of
25
ITAs
in
East Midlands

39. Further information
Contact
Social media
linkedin.com/ukti
1,20
E kerry.bailey@uktiem.co.uk
staff in
111
T +44 (0)7769 235 308
overseas markets.
www.ukti.gov.uk
twitter.com/ukti
25
youtube.com/uktiweb
flickr.com/ukti
ITAs
in
blog.ukti.gov.uk
East Midlands

40. EEN Midlands
European Commission
Enterprise and Industry

41. Enterprise Europe Network
• Support services primarily aimed at SMEs,
research and innovation organisations
• Offered through a network of 600
organisations working in regional consortia
• Over 50 countries involved
• Midlands consortium – CUE Ltd, BCCI,
DNCC

42. Network in action: helping small
businesses beat the recession

43. Overseas Partnering Support Services
- Business and technology partnering
- Participation in EU research funded
project

44. Business and Technology Partnering
Services
- Partner search profiling
- Brokerage events and missions

45. Profile BOFR20130723007
A French company specializing in
engineering medical systems for
physiotherapists, podiatrists and all medical
professionals is looking for distributors of
biofeedback rehabilitation products in
Germany, UK and Switzerland.

46. Profile 20100527036 BR
Croatian company, specialized in the
development of video games for PC and
other devices and consoles (iPhone, iPad,
Nintendo, Wii, etc.) is looking for trade
intermediaries and subcontracting
partnership ("work for hire" on various
gaming platforms).

47. Profile 12 GB 45P2 3OLD TO
A UK battery company has strived to bring
the latest battery technology into the space
industry and is looking to exploit this
technology in the space industry and other
sectors. The company seeks to license the
existing techonlogy and work in joint ventures
for new development.

48. Profile 12 IT 532W 3O9N TR
An Italian SME active in the field of
renewable energies is searching for a
company/industry that manufactures thin
glass stocked in coils to use for multiple
purposes related to SME’s activity in design
and manufacturing of plant for energy
production. A commercial agreement with
technical assistance is proposed.

49. Brokerage Events
- European Space Solutions 2013, Brokerage
Event 7 November 2013, Munich
- Medica 2013, Fair and Brokerage Event, 20-22
November 2013, Dusseldorf
- Milipol Paris 2013 , Fair and Brokerage Event
20-21 November 2013, Paris

50. Support Your Participation in European
Funded Projects
- Partner/Coordinator search profiles
- Seminars

51. Profile RDES20130910001
A Spanish Technology Centre needs
partners for a proposal to develop novel
simulation approaches for real-time modeling
of manufacturing processes based on liquid
composite molding for designing optimal
control strategies. ERANET (AirTN)

52. Seminars
Presentation of the latest developments in
Horizon 2020 and an overview of the
proposed Work Programme:
• Food, agriculture and forestry – Harper
Adams University, 5th November 2013
• Space – Harwell, 12th November 2013
• ICT- Aston University Conference Centre,
20th November 2013

53. Enterprise Europe Network
www.een-midlands.org.uk
Coventry University Technology Park
Puma Way,
Coventry CV1 2TT
024 7623 6236
een-midlands@coventry.ac.uk

54. Jasmine Chambers
International Trade Adviser - China
UKTI & CBBC East Midlands

55. Doing Business in China - How to Succeed
•
Market & trade overview
•
Live business opportunities
•
Selling to China
•
Industry clusters
•
Managing risks
•
Help & Support
slide 2

56. China in numbers
•
•
•
Grown around 10% a year for 32 years
2nd largest economy
122 US$ billionaires (2nd after the US)
•
China’s GDP
- 2002: 90% of the UK
- 2012: three times of the UK
- 2020: five times of the UK (estimated)
•
•
•
Glowing domestic market
Moving towards to a consumer-based society
Spurring green growth
slide 3

57. China & UK trade overview
•
UK goods exports to China
doubled since 2009
•
7th biggest goods export
market in 2012 (4th by
2018)
•
14th largest services export
market (up from 17th 2009)
•
3rd largest market for East
Midlands firms (up from 9th
2012)
slide 4

58. Live business opportunities
www.cbbc.org
slide 5

59. Live business opportunities
www.ukti.gov.uk
slide 6

60. Live business opportunities
Retail
•e-Commerce company wants to work with UK online retailers in the
Chinese market 31/12/2013
•Supermarket distributor seeks mothers and infant products from the
UK 31/01/2014
Healthcare
•Partners sought for continuous care retirement community (CCRC)
project in Qingdao 30/11/2013
Sports & Leisure
•Equestrian club in Chengdu seeks UK expertise 01/04/2014
and many more…
slide 7

61. Selling in China: Opportunities in All Sectors
Must Have USP
slide 8

62. Selling in China: Market Exploration
Preparation
•Research
•Tailor offering to the market (“Chinese plus”)
•Have an IP plan
Engaging
•Visit the market – on your own or
with an organised market visit
•Build your network
•Support anything you set up
slide 9

63. Selling in China: Market Entry
Follow up
•Be proactive – no “hands off”
•Flexibility – eg “localisation”
•Do you need local content?
•Do you need a presence in the
market?
•Take advice (CBBC, UKTI,
professional services,
independents)
slide 10

64. Ways to enter the Chinese market
Exporting
•Direct selling/exporting
•Agent/distributor
•Franchising
•Licensing/technology transfer
Investment
•Non trading presence:
- Incubator
- Representative office
•Trading presence:
- Joint Venture/Partnership
- Wholly Foreign Owned Enterprise
slide 11

65. Rising regional cities
& industry clusters
slide 12

66. Sector:
Advanced Engineering

67. Sector:
Retail
slide 14

68. Managing risks
•
Prepare well
•
Knowing your partner(s)
•
Choose the right team
•
Have an IP plan
•
Maintain focus
•
Culture considerations
slide 15

69. We are here to help
CBBC:
•Leading source of China business information, advice & consultancy
•Over 60 years history
•Works closely with UKTI and other partners
•Membership organisation: 1000+ companies of all sizes
UKTI:
•Government organisation to ensure UK businesses’ success in
international markets
•East Midlands team headquartered in Derby
•Overseas teams are part of the British diplomatic network in more than
100 countries worldwide including China
slide 16

70. UK support network in China
CBBC Offices
Shenyang
Beijing
Qingdao
Nanjing
Shanghai
Hangzhou
Xi’an
Wuhan
Chengdu
British Embassy
Beijing
British Consulates-General
Shanghai
Guangzhou
Chongqing
Changsha
Shenzhen
Guangzhou
Chongqing
Xi’an
Changsha
slide 17

71. What support is available?
•
Tailored advice & information
•
Identify opportunities and potential customers & partners for your
products and services
•
Practical and on-going in market support
•
Grants for eligible SMEs to internationalise
slide 18

72. Save the dates
‘China in Your Hands’ conference
Hilton Hotel Leicester, 14 November
Doing Business in China Clinic
•Lincoln, 2 May
•Nottingham, 26 June
•Northampton, 25 July
•Leicester, 23 October
•Derby, 5 December
*Market Visit to Shanghai, Nanjing, Ningbo, 7-11 April 2014*
marketvisits@uktiem.co.uk
slide 19

73. Thank you
slide 20

74. HUBBLE OCTOBER 2013
TAKING YOUR PRODUCT TO
A FOREIGN MARKET - CHINA

76. ABOUT SYNYANG
UK OFFICE
LEICESTER
CHINA OFFICE
SHENZHEN
We are a British company with over 10 years of
experience in facilitating trade between China & UK

77. ABOUT SYNYANG
“A SAFE GATEWAY TO CHINA”
By managing risks and providing auditable processes
we offer our clients a robust entry point to the
Chinese Market via an established infrastructure and
trusted business partnerships.

78. GLOBAL TRADING CREDENTIALS
We have also delivered goods and services in to
over 40 different countries spanning several major
global markets

79. DIVERSIFICATION - PRODUCT
FOOD & BEVERAGE
SUPPLIER AUDITS /
QUALITY CONTROL
PRINTING
PACKAGING
PHOTOGRAPHY
PUBLICATIONS
SURVEILLANCE
PRODUCTS
AUTOMOTIVE
TOOLING
AUDIO VISUAL
EQUIPMENT
ELECTRONICS
MEDICAL DEVICES
EXTRUDED
PLASTICS

80. ENTERING A FOREIGN MARKET
ASK YOURSELF:
You have decided to launch your product or service in China
WHY?

81. WHY?
ANSWER:
a) It’s fashionable to have a China Strategy!

82. WHY?
ANSWER:
a) It’s fashionable to have a China Strategy!
b) China’s massive so we are bound to make millions!
c) Our product is selling like “hot cakes” in the UK so the
Chinese market is bound to respond in the same way!
d) Careful market research and due diligence suggests that
our product is applicable, appropriate and commercially
viable in the Chinese market and that demand is likely to
be sustainable

83. ENTERING A FOREIGN MARKET: WHY?
Unless you have answered “D” that question, you are
likely to have massively UNDERESTIMATED THE
COMPLEXITIES,
and unless you get incredibly lucky, your China journey is
likely to be short-lived.

84. ENTERING A FOREIGN MARKET: CHALLENGES
PHYSICAL
GEOGRAPHY
ON-THE-GROUND
CONTACTS
LANGUAGE
BARRIERS
LOCAL
LEGISLATION
TIME
DIFFERENCES
CUSTOMARY
ASPECTS
OF BUSINESS

85. “A CHINA STRATEGY”
 China is made up of 34 Administrative Regions
 Each with their own regulatory nuances and
legislation
 The criteria can vary between provinces
 A single strategy will not do for China as a
whole.

86. “A CHINA STRATEGY”
 Standards and accreditations will be very
different to the UK
 Goods licensed for sale in the EU are not
necessarily licensed for sale in China.
 Do not assume the standards in China will be
lower!

87. “A CHINA STRATEGY”
 Eastern taste’s may often be very different to
those in the West in certain markets.
 The availability of technology means China’s
development may often leapfrog certain
stages.
 Price points may be very different.
 Success in the UK does necessarily equal
success in China.

88. WE’VE BEEN DOING BUSINESS IN CHINA FOR YEARS!
 Many countries have experience of sourcing from China.
 Selling to China is a whole different ball game.
 Now they are the client – You need to be prepared to do
business on there terms.
 The UK is not the only nation who recognises the
opportunity that China represents.
 Be prepared to compete globally.
 Be aware that some of your global competitors will
probably have been in the market for sometime.

89. TIPS: IF GOING IT ALONE
 Spend time building and understanding your supply chain.
 Invest in your own resources in China.
 Utilise Government Sponsored Initiatives.
 Professional Advice – Taxation / Law / Intellectual Property /
Compliance Testing
 Do your research.
 Do not under estimate the importance of relationships with
China Partners.

90. TIPS: IF PARTNERING WITH A CHINA SPECIALIST
 Partner well: Choose a partner with resource in China
 Agree where responsibilities start and finish
 Agree on a testing / sign off procedure
 Professional Advice – Taxation / Law / Intellectual Property /
Compliance Testing
 Do your research
 Do not under estimate the importance of relationships with
China Partners

91. ANY QUESTIONS?
WWW.SYNYANG.COM