Инструменти и бизнес одит за експанзия на нови пазари

1. Netpeak
Gennadiy Vorobyov & Simeon Penev
Tools and business audit
for expansion into
new markets

4. Who will deliver value in solving these two questions
Is there an opportunity? Do we have the right to win it?

5. How can agencies and Google deliver value?

6. How can digital data deliver value?

7. The path to international expansion
1 2 3
Decide where
to go
Get your
gear ready
Scale to
take off
Prioritize where your
opportunities lie
Prepare your
operations
Launch, measure and
build your brand

8. Decide where to go
0. Preparation
1. Market and competitor analysis - use
2. Internal business analysis
3. Positioning and business strategy
4. Branding and marketing communications
5. Ready to go with performance marketing
1

9. Get your gear ready
2

10. Why is localization important?
Our advertising clients indicated that localization is the #1 operational hurdle in their internationalization efforts
Source: 1. Google internal survey with advertisers. 2. Harvard Business Review: Speak to Global Customer in Their Own Language.
3. Can’t Read Won’t Buy, Localization Survey. 4. Can’t Read Won’t Buy, Localization Survey
72%
of consumers spend most
of their time on websites in
their own language.2
82%
of shoppers are more likely
to buy if promotional
material is in their own
language.3
44%
of exporters say that
localizing their website
content is a prohibitive factor
for growth.4

11. Landing Page Experience

12. Support Effectiveness

13. Delivery & Fulfillment
Source: Google/ Euromonitor Consulting
General
eCommerce
Courier
Preference
Product
Returns
Avg delivery
Lead time
3-5 business days
2-3 business days
66% of customers will
abandon carts if they have
to pay for returns
63% of US consumers
are most incentivised by the
Prospect of free shipping
21% of German shoppers
abandoned carts due to
unclear returns policy
DHL, Hermes, DPD, UPS
DHL, UPS, FedEx, USPS
Highest return rate in Europe
estimated around 53%
US Vs DE Delivery Preferences

14. Conversion Funnel
Example 1 Example 2
security badge
secure wording “(ie “Pay Securely Now”)
progress bar
prepare users for redirect
guest checkout
2
3
1 Security badges- Norton 2 Progress bar
3 Payment badges
1
Checkout should include:

15. Scale to take off - real examples
3
Capino.bg - market selection

16. Key ad metrics for market selection

17. Competitors’ Costs and CPC Analysis - Poland

18. Get your gear ready
2

19. Operational must-know facts - Poland

23. Dream of worldwide business?
We'll help you make it happen

24. Simeon Penev | International Growth Consultant | Netpeak
0897066490
@ s.penev@netpeak.net