Case 1: Sportextreme

By Tom Lund Jensen

1. Presentation of Sportextreme

2. Why going to Britain

3. First – a bad start

4. Second – a kick start

5. Where are we today

Program

Sport shop•Largest assortment•Lowest price•Best service

Establish connection to tour operators

Create profit

for the owner

Deliver vitalinformation andservice

Customer

Member

Ambassador

Customer

Member

Customer

Presentation of Sportextreme

Why go to Britain

Fraud moving closer – we need access to credit card infoPBS is not improving fast enough (>200 lost production hours a year)Cost savings expectedProblems with some suppliers doing our marketing in English Not all brands love us so we have some parallel imports.

First - a bad start

First attempt: Marts – September 2005 DK auditors contact in UK claims to be able to helpFollow up every 2-3 weeks nothing happens in the UKOur auditor backs out

Second attempt: September – November 2005My bank in Denmark has a contact bank in the UKAfter introduction no replay from contact personAfter calling x times, finally a contact “I will have the right person call you”I have not heard anything yet – even after many emails

Second – a kick start

Third attempt: December 2005December 6th We met with Lassen.net in DenmarkDecember 12th We had email contact to Steen Rosenfalck December 20th We had Sportextreme Ltd. registered

Where are we today

4th January 2006 Steen introduced us in 3 banks5th January Lassen.net introduced us in Danske Bank in London6th January Barclays returned in email6th to 13th January Intensive email correspondents with Barclays 13th January Meetings with Barclays assisted by Lassen.net

We now have: Company, address, UK-secretaryBank account, Eurocard and Visa agreementFraud checkReopened our USA advertisingA contact that help us understand UK

We are working

out of Britainia

today!