This document provides an overview of key considerations for penetrating the German market. It begins with introducing the presenter and discussing go-to-market strategy fundamentals like defining goals, strategies, and minimizing risks. Next, it outlines reasons for targeting Germany, including its location in Europe and size. Potential pitfalls are then reviewed using Walmart's example. The document concludes by listing first contact points and support programs for international companies and taking questions.

1. BUILD YOUR
GO-TO-MARKET
STRATEGY
The fundamentals and small secrets of
penetrating the German market.
Jennifer
Werthwein

2. TABLE OF CONTENTS
INTRODUCTION
Short Introduction Round
01
GO-TO-MARKET
Successful Business
Development Activities
02
GERMAN MARKET
Germany as Gateway to
the European Market
03
PITFALLS
Potential Pitfalls for Israelis
04
CONTACT POINTS
First Contact Points and
Supporting Programs
05
Q&A
Ask anything you want to
know
06

3. 01
INTRODUCTION
Get-to-know each other

4. WHO ARE YOU?
PERSON
What’s your name?
YOUR STARTUP/
COMPANY
What are you currently
working on?
EXPECTATIONS
What are you expecting
from today’s workshop?

5. ABOUT
JENNIFER
I’m an entrepreneur,
currently founding my
startup, and having
more than 5 years of
experience in Business
Development with
Israeli Startups and
Companies.

6. 02
GO-TO-MARKET
Build up your successful
Business Development Activities

7. IDENTIFY AND UNDERSTAND
YOUR LONG TERM BUSINESS GOAL

8. DEFINE YOUR
STRATEGY
1. Target Market
2. Target Customer
3. Brand Positioning
4. Service Offer
5. Customer Channels
6. Budgeting Model
7. Marketing Strategy

9. MINIMIZE RISKS AND COSTS
Local business
culture
Local
regulations
Receive guidance
from market expert
Enter with full
market potential

10. 03
GERMANY
The German Market as the
Gateway to the European Market

11. WHY GERMANY?
ISRAEL
Located in the
Middle East
GERMANY
Located in the
center of Europe
Location of Germany and
Israel

12. WHY GERMANY?
● One of the world's most
experienced market economies.
● Largest consumer market in the
European Union with a population of
~ 83 million.
● Germany is a strong advocate of
closer European and worldwide
economic and political integration.
● Germany uses the common
European currency.

13. WHY GERMANY?
● The German market is
decentralized and diverse.
● Relatively high marginal tax rates
and complicated tax laws.
● Foreign investment plays a major
part for the economy.
● The German economy is heavily
export-oriented.
German states by Nominal GRP per capita in 2017

14. PARTICULAR
ISSUES WITH
DOING
BUSINESS IN
GERMANY

15. IHK/AHK
Chamber of Industry
and Commerce
NOTARY & BANK
Public Notary &
Bank Account
TRADE DEP.
Local Trade Departement
(Gewerbeamt)
Labour Association
Professional Association
(Berufsgenossenschaft) &
Local Labour Office
(Arbeitsamt)
Social Security
Social Security Office
(Sozialbehörde/-amt)
Tax Office
Local Tax Office
(Steuerbehörde/
Finanzamt)
REQUIRED OFFICES
TO SET UP YOUR FIRM

16. BUSINESS CULTURE
PUNCTUALITY
Be rather 5 minutes earlier
than 5 minutes later.
APPROPRIATE
OUTFIT
Dress smart and
professional to signal
reliability and seriousness.
PUBLIC VS.
PRIVATE
Gifts in business scenarios
are considered inappropriate.
DIRECT
COMMUNICATION
Start your presentation by
jumping straight to the
point.

17. 04
PITFALLS
Potential Pitfalls for Israelis when
penetrating the German Market

18. How Not to Enter the
German Market:
The Example of Walmart

19. TAKE AWAY
1. Flawed entry-by-acquisition strategy
2. Management by “hubris and clash of cultures”
3. Neither “everyday low prices” nor “excellent service”
4. Repeated Infringements of German Laws and Regulations

20. ● Market research
● Business plan
● Translation services
● Reach out to potential clients and partners
● Business Incorporation services
ASPECTS YOU MIGHT NEED HELP

21. 05
CONTACT
FIrst Contact Points and
Supporting Programs

22. ● German-Israeli Friendship De.Digital from the BMWi
● EXIST Startup Germany Israel
● AHK Israel
● ELNET Germany
● German Startup Association (Previous GISEP)
● German Israeli Partnership Accelerator
● Startplatz and #StartupNationToMittelstand, NRW
● Israel Partnership Accelerator, BAY
● Techbrücke Mannheim, BW
● Berlin-TLV Bridge, BER
CONTACT POINTS & PROGRAMS (Selection)

23. NEW ONBOARDING PROGRAM FROM
THE CITY OF MANNHEIM - 30.11. - 06.12.2020

24. Q&A

25. CREDITS: This presentation template was
created by Slidesgo, including icons by
Flaticon, infographics & images by Freepik
and illustrations by Stories
.
THANK
YOU
Any further questions?
Contact me:
jennifer@kanarit.com
linkedin.com/in/jenniferwerthwein/