How to Achieve Business Success at WCIT 2014: Ten Keys to Creating and Marketing Successful Global Products & Services

How to Achieve Business Success @ WCIT 2014: Ten Keys to Creating and Marketing Successful

Global Products & Services

Presented by:

Tom Evans

The Lûcrum Group

May 5, 2014

5/5/2014 Copyright 2014 - The Lûcrum Group, Inc. 1

Presentation Agenda

• Why Go International

• Ten Keys to Export Success

• Global Market Entry @ WCIT 2014

Copyright 2014 - The Lûcrum Group, Inc. 2

Why Go International?

• Increase revenues and profits!

– Large market opportunity• Large country markets

• New and fast growing markets

– Diversify Market Risk• Help weather local financial downturns & seasonality

– Increase Revenue for Fixed R&D Investment

– Become more competitive• Increase credibility of company

• Help identify new opportunities & strengthen product

• Better serve multinational companies5/5/2014 Copyright 2014 - The Lûcrum Group, Inc. 3

Global Software Market


$US Million % of World Total

United States 133,193 40.01%

Germany 23,191 6.97%

United Kingdom 22,311 6.70%

China 16,445 4.94%

France 16,390 4.92%

Japan 13,735 4.13%

Italy 10,635 3.19%

Canada 10,247 3.08%

Netherlands 8,771 2.63%

Spain 7,319 2.20%

Source: Digital Planet 2008 - WITSA (2009 Projected)

Total World Software Market = $US 332,933 Million

Significant Spending on ICT


Creating Greater Value in ICT Exports


Ten Keys to Export Success

• Commitment to International Business

• Effectively Manage Channel Partners

• Adapting Product & Market Strategy


COMMITMENT TO INTERNATIONAL BUSINESS


1 - Make It a Strategic Decision

• What Should Happen

– Strategic Decision

– Markets Researched & Prioritized

– Export Plan Created

– Investments Made

– Export

• What Happens

– Opportunistic

– Met at Tradeshow

– Sounds Interesting

– Let’s Do Business

– Now Exporting

Copyright 2014 - The Lûcrum Group, Inc.5/5/2014 9

2 - Make the Commitment

• Overcome the initial difficulties and financial requirements

• Sufficient funding to develop market before reaching breakeven

• Time to develop reputation

• Invest in manager for international markets


3 – Achieve Success in Home Market

• Don’t go global prematurely

• Track record/Local credibility–Market leadership

– State of the art products

–A local multinational client


4 - Structure for International Business

• Experienced manager in international marketing & sales

• Establishing a strong product management, marketing & sales discipline

– Discipline & structure to deliver a competitive product that meets the broader needs in all markets

– Execute world class marketing & sales


GLOBAL PRODUCT & MARKET STRATEGY


5 – Beware the Large Market

• Well developed & sizable market– Saturated with products

– Very competitive

– Require higher marketing investment

• But, if I can only get a small part of a large market.– E.g., 0.5% of market share in a $US1 billion market


Strategies - Targeted Markets

• Think niche markets – well targeted opportunities

– Offers more opportunities for developing competitive advantages

– E.g., 10% of a $US 50 Million market


6 - Differentiate on More than Price

• Deliver same capability but for less

• What happens when someone can sell for lower cost?

• Need to compete on total value


7 – Focused Value Proposition

• Clearly defined target markets

• Important problem that people want to solve

• Value clearly understood by target buyers in target geography

• How can you create a competitive advantage


8 – Invest in Localization/Globalization

• Globalize/localize everything

– Marketing & sales techniques

– Messaging & positioning

– Your support structure

– Packaging

– Local regulations & compliance

• Don’t use the low cost provider


EFFECTIVELY MANAGE CHANNEL PARTNERS


9 - Select Capable Channel Partner

• Select a partner

– Clear criteria for partners

– Due diligence

– Get to know them

• Selecting and managing channel partners is crucial to success


10 - Effectively Enable Channel Partner

• Develop structure & tools to teach & aid partners

–Marketing & Sales

– Implementation

– Support


Summary

• You have to be committed

• Focus first on business/market development

– Not sales or income

• Dedicate someone to this task

– Or it will suffer from attention

• Understand the differences in markets and how to adapt to be successful

• Learn to select & manage channel partners


GLOBAL MARKET ENTRY @ WCIT 2014


Program Objectives

Prepare Mexico ICT companies for WCIT 2014 to:

• Present globally competitive products andservices;

• Perform world class marketing and businessdevelopment;

• Conduct professional business discussions andnegotiations;

• Close business deals with organizations fromaround the world


Program Plan

1. Global Market Readiness Assessment

2. Training Workshop (12 hours)

3. Coaching & Mentoring

4. Creating Global Marketing Materials

5. Dress Rehearsal

6. WCIT 2014 – Showtime

7. Post Congress Coaching


Global Market Readiness Assessment

• 45 to 50 minute interview & business discussion with company (May 5 & 6)

• Report on:

– Strengths & weaknesses of the company & offering

– Global competitiveness of their offer (product/service)

– Readiness to conduct international business

– Recommendations to enhance competitiveness


Workshop

• Creating a Compelling and Globally Competitive Product and Go-to-Market Strategy

• May 8 & 9: 12 Hours

• How to:– Complete an in-depth Market Analysis

– Develop competitive Export Strategy

– First steps to presenting at WCIT 2014

– Effectively working with partners


Coaching & Mentoring

• May to Sept 2014

• Guide & coach through the steps (Market Analysis, Export Strategy, WCIT 2014 Prep)

• Regular group meetings

• 10 Hours of individualized research and consultation


Global Marketing Materials

• Two hour on line workshop

• Understand what is expected for globally competitive marketing materials

• Professional review & edit of 2 pages of materials


Dress Rehearsal

• Practice your WCIT 2014 presentation & business discussions

• Sept 2014

• Get feedback and final adjustments to ensure readiness


WCIT 2014 - Showtime

• Onsite support to help you through any business presentations, discussions or negotiations


Post Congress Coaching

• Coaching & consulting post congress to negotiate & close deals


How to Participate

• Assessment & Workshop

– Payment of $US 800 immediately

• Coaching, Mentoring, Marketing Materials, 10 Hours, Dress Rehearsal, WCIT 2014 Support

– Payment of $US 4625

• Post Congress Coaching

– Negotiated on a per company basis


Program Incentives

• Program in review with ProMexico

• Reimbursement of up to 75% of program costs upon completion of program & deliverables.


Questions

Muchas Gracias!

Tom Evans

The Lûcrum Group

[email protected]

+1.512.961.5267

Skype: tevanstx


mailto:[email protected]