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80% of U.S. Market Entry Projects Fail

*

...why is that?
(C) 2013 Takehill Partners LLC

* McKinsey Quarterly
In B2B Markets, is it because:
- Lack of prior success
- U.S. Accounting
- Regulations
- Taxing
- Legal agreements
- Produ...
NO!
(C) 2013 Takehill Partners LLC
It is because of the
Four Cs !
....that is, 4 easiest ways to
FAIL in your U.S. market entry.

(C) 2013 Takehill Partners ...
1

Lack of CLARITY about market position
and target customer

2

Inability to COMMUNICATE compelling
customer value and di...
Let’s Walk Them Through
One by One:

(C) 2013 Takehill Partners LLC
CLARITY

1

(C) 2013 Takehill Partners LLC

Lack of CLARITY about market position
and target customer
CLARITY

1

Remember this?
Where are you on the Cycle?

Clarity required with:
1.
2.
3.
4.

Problem vs. Solution
Performan...
COMMUNICATION

2

(C) 2013 Takehill Partners LLC

Inability to COMMUNICATE compelling
customer value and/or differentiatio...
COMMUNICATION

2

It’s not only about technology. It is also about the
CULTURE. Adjust your marketing communication
accord...
CONTENT

Lack of interesting and educational
CONTENT to enable Lead Generation

3

QUESTION: At which point (%) of the pur...
CONTENT

3
OK, 57% ...
so, what does it mean?

(C) 2013 Takehill Partners LLC
CONTENT

3
It means, that:
IF you do NOT have interesting &
educational content available online,
you have already lost to...
CONTENT

3

Videos (facts & fun)
Whitepapers & Solution docs(educational)

Customer Case Stories (convincing)
Blog, Tweets...
CREDIBILITY

4

(C) 2013 Takehill Partners LLC

Missing CREDIBILITY due to not having
presence in the USA
CREDIBILITY

4

Steps to B2B Trustworthiness

Presence:

No U.S.
address

Virtual U.S.
address

Physical U.S.
office

Mark...
Let’s repeat,
4 easiest ways to
SUCCEED
in Your U.S. market entry:

(C) 2013 Takehill Partners LLC
1

Maximize CLARITY about your market
position and target customer

2

Improve COMMUNICATION about
customer value and diff...
Thank You
and
Good Luck*!

* Yes, luck always helps. If you are not sure, contact Takehill Partners:
info@takehill.com or ...
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4 Cs of U.S. market entry - 101 guide for entering the US B2B markets

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4 critical factors when entering the U.S. B2B technology markets - a great read for all overseas companies not yet familiar with the U.S. business environment and culture

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4 Cs of U.S. market entry - 101 guide for entering the US B2B markets

  1. 1. 80% of U.S. Market Entry Projects Fail * ...why is that? (C) 2013 Takehill Partners LLC * McKinsey Quarterly
  2. 2. In B2B Markets, is it because: - Lack of prior success - U.S. Accounting - Regulations - Taxing - Legal agreements - Product certifications - Distributor or reseller selection - Office location - Local employee selection - Supply chain logistics - Investor funding - Customs and tariffs - IP rights and agreements - Incompetent consultants - Language skills - Advertising - 100+ other details...??? (C) 2013 Takehill Partners LLC
  3. 3. NO! (C) 2013 Takehill Partners LLC
  4. 4. It is because of the Four Cs ! ....that is, 4 easiest ways to FAIL in your U.S. market entry. (C) 2013 Takehill Partners LLC
  5. 5. 1 Lack of CLARITY about market position and target customer 2 Inability to COMMUNICATE compelling customer value and differentiation 3 Lack of interesting and educational CONTENT to enable lead generation 4 Missing CREDIBILITY due to not having presence in the USA (C) 2013 Takehill Partners LLC
  6. 6. Let’s Walk Them Through One by One: (C) 2013 Takehill Partners LLC
  7. 7. CLARITY 1 (C) 2013 Takehill Partners LLC Lack of CLARITY about market position and target customer
  8. 8. CLARITY 1 Remember this? Where are you on the Cycle? Clarity required with: 1. 2. 3. 4. Problem vs. Solution Performance vs. ”old method” Customer Value & Benefits Features/Functionalities Clarity required with: 1. 2. 3. 4. 5. Differentiation /Competitive advantage Quality Ease-of-use, User Experience Customer Value & Benefits Features/Functionalities About finding the first reference client at market entry... (C) 2013 Takehill Partners LLC So what? Ask: does my marketing match the adoption cycle, RE: nature of competition and customer behavior?
  9. 9. COMMUNICATION 2 (C) 2013 Takehill Partners LLC Inability to COMMUNICATE compelling customer value and/or differentiation
  10. 10. COMMUNICATION 2 It’s not only about technology. It is also about the CULTURE. Adjust your marketing communication accordingly. B2B Communication USA (Strengths) EUROPE (To improve) Marketing Claims: Bold: ”This is the #1 leading solution, because...(prove us wrong!)” Modest: ”Here are the facts, and it works.” Bragging: Required Considered Unprofessional Strategic Marketing: Same strategic marketing ”Mantra” for all Marketing Dept disconnect as ”island” Social Media & SEO: TOP Priority MEDIUM priority Competitive Advantage: Clearly communicated (front page) Communicated (last page) Marketing Comm Budget Investment ! Expense ! Customer Service The customer is KING. We serve them when we have time... (C) 2013 Takehill Partners LLC
  11. 11. CONTENT Lack of interesting and educational CONTENT to enable Lead Generation 3 QUESTION: At which point (%) of the purchasing process cycle, does B2B customer contact vendors, to seek out information to support his purchase decision? Customer Due Diligence Begins 1997 Customer’s own internal & online analysis Customer Purchase Decision Customer contacts vendor 27% Customer analysis begins with vendors Customer contacts vendor 2013 Customer’s own internal & online analysis * Source: CEB survey of B2B customer purchasing behavior 2012 (C) 2013 Takehill Partners LLC 57%* Customer analysis begins with vendors
  12. 12. CONTENT 3 OK, 57% ... so, what does it mean? (C) 2013 Takehill Partners LLC
  13. 13. CONTENT 3 It means, that: IF you do NOT have interesting & educational content available online, you have already lost to your competition! (C) 2013 Takehill Partners LLC
  14. 14. CONTENT 3 Videos (facts & fun) Whitepapers & Solution docs(educational) Customer Case Stories (convincing) Blog, Tweets, Facebook, E-mail news (updated weekly) Website and Data Sheets (minimum requirements) (C) 2013 Takehill Partners LLC
  15. 15. CREDIBILITY 4 (C) 2013 Takehill Partners LLC Missing CREDIBILITY due to not having presence in the USA
  16. 16. CREDIBILITY 4 Steps to B2B Trustworthiness Presence: No U.S. address Virtual U.S. address Physical U.S. office Marketing language: Bad grammar OK English Engaging Industry Language No dedicated contact person in the USA U.S. consultant w/your business card Your own U.S. employee(s) Testimonials: No customer case stories European case stories U.S. Customer case stories Word-of-mouth: Unhappy customers in Soc- media Happy Quiet Customers Happy Customers in Soc-media U.S. contacts: = You are so NOT Ready (C) 2013 Takehill Partners LLC = This is Your First Step = You Are Winning Business!
  17. 17. Let’s repeat, 4 easiest ways to SUCCEED in Your U.S. market entry: (C) 2013 Takehill Partners LLC
  18. 18. 1 Maximize CLARITY about your market position and target customer 2 Improve COMMUNICATION about customer value and differentiation 3 Create interesting and educational CONTENT to enable lead generation 4 Secure CREDIBILITY by having physical or virtual presence in the USA (C) 2013 Takehill Partners LLC
  19. 19. Thank You and Good Luck*! * Yes, luck always helps. If you are not sure, contact Takehill Partners: info@takehill.com or +1-703-504-8157 © Takehill Partners LLC, McLean, VA 22101, USA, - Takehill Partners provides U.S. market entry and business development services to technology companies worldwide, focusing on B2B solutions, mobile platforms, enterprise software and Health IT markets. (C) 2013 Takehill Partners LLC

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