So, you’ve understood that the future of your business is far from home.
And you have the ambition, vision and confidence to want to become a global player. From this point, you have two key challenges: you need to build global business and you need to build global brand. You have a clear target but how will you get there?
Without a sustainable global business model, you simply put your company resources at risk. Without the ability to define how you capture, create and deliver value globally, you simply don’t know what you are doing. So, It’s all about an effective and focused strategy! And… risk management.
This is NOT a race to plant flags in as many countries as possible. It’s a long way to go, not a one-year event and… you won’t see the fruits immediately, so be patient.
Here are 10 basic rules before you’ll ship your first container.
1. It’s a WIN WIN WIN GAME or loss! Think about how your partners will benefit from mutual relationship them.
2. Management is everything! You should put your best man to handle it and you should measure your every move.
3. Collect data as much as you can. You can’t go there without sufficient market research.
4. Make sure your ambition matches your efforts. If you declare that you want to go globally, you’ll have to behave as one.
5. Your no#1 challenge should be building brand awareness.
Don’t expect that everybody knows who you are and what you’re good at.
Most of the time they will not!
6. Be as creative as possible. It will lower your marketing expenses.
7. One size does not fit all! Don’t copy paste the same penetration/product strategy every place you go. Different places = different game rules.
8. Seek the shortest and efficient path to the consumer! It will enable the most attractive pricing strategy.
9. It is your baby. If you’re not willing to invest in it, no one will do it for you. If you’ll put your costs on your channel partners, they simply stop be your ones.
10. Learn from your competitors and from other markets all the time. The world is changing all the time, embrace the change.