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Digital Market ExpansionJetzt erst recht!
HACK THE CRISIS
WEBINAR
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Are Start-Ups and SMEs missing out on growth opportunities in foreign markets?
PROBLEM STATEMENT PRE-CORONA
Start-Ups• Missing know-how for market entry• Always strapped for cash to run the
business and grow• Limited resources (need to focus on
key markets)• Missing market entry at the right
stage of the product life-cycle
SME • Fear of competitive environments• Traditional distributor models
were often not successful• Missing know-how to implement
growth strategies• Existing market expansion
services are expensive (e.g. DKSH)
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MARKET OPPORTUNITY
…creates opportunities for ≪digital-first≫market expansion strategies, and greatly reduces dependency on regional distributors.
Changingconsumer behavior
Brick and Mortar Stores
DIGITAL MARKET OPPORTUNITIES
DIGITAL DIRECT SALES
E-RETAILERAMAZON (AFFILIATE)
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2 Target Segment & Value Proposition Validation
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Market Testing
Scale up Sales and Build Brand
4-Step Lean Approach
«DIGITAL-FIRST» MARKET ENTRY STRATEGY
• Break down market expansion into phases to reduce risks and validate assumptions through testing.
• Define KPIs for each phase, which must be met to progress into the next phase.
PRODUCT-SOLUTION FIT
PRODUCT-MARKET FIT
MARKET ENTRY
1FEASIBILITY
Assess Feasibility (certifications, product specification, patents…)
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Implementation Options
Market expansion projects need to be assessed based on resource constraints and opportunity costs.The project set-up will depend on a solid analysis of available and required resources.
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Time • When do we require the
services/expertise?
• Do we have the required capacities?
Capabilities• What kind of skills
do we require?
• Do we have the skills in house?
Money• What are the
associated costs?
• Do we have the required financial
means?
DIYFREELANCER
AGENCIES1
1 Including professional services companies: Legal, Patent & Trademarks, Tax, Accounting
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What elements need to be considered?
«digital-first» Strategy
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Product Development• Design
• Product Specifications
• Trademark & Patents
• OEM/ODM1
Sourcing• Production Processes
• Certification
• Packaging
• Quality Assurance
Supply Chain• Shipping
• Customs/Fees & Dues/VAT
• Storage/Warehousing
Going to Market• Positioning & VP
• Branding
• Marketing & Communication
• Advertising & Social Media
Market Access• Sales Channels
• Customer Service
• Fulfillment & Returns
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1 An original design manufacturer (ODM) is a company which designs and manufactures a product which is specified and eventually branded by another firm for sale. An original equipment manufacturer, or OEM, manufactures products that are purchased by another company and retailed under that purchasing company's brand name.
SYSTEM ARCHITECTURE
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Customer
Fulfillment
EXAMPLE USA/EU MARKETSSIMPLE SYSTEM ARCHITECTURE FOR MARKET TESTING
Marketing Tools
• Google SEA• Amazon listing• Social media advertising
• Amazon product listing• Set up of Amazon brand page
(if TM registered)
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Customer
Fulfillment
EXAMPLE USA:SINGLE MARKET SYSTEM ARCHITECTURE
MarketingTools
E-Commerce
Marketplace
ERPAccounting
Payment Solutions
CRM
CustomerService
Sales Tax
ü Xero - Amazon & FBAü Xero – Hubspotü Xero – Avalaraü Hubspot - Amazonü Hubspot – Freshdesk (via piesync)ü Avalara – Amazon (via trustfile)
Sync!
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Fulfillment
EXAMPLE:MULTI-MARKET AND MULTI-MARKETPLACE SYSTEM ARCHITECTURE
Marketing Tools
E-CommerceMarketplaces
ERPAccounting
Payment Solutions
CRM
CustomerService
Sales Tax & VAT
Inventory and shipping platform
...
...
...
ü App integrations and process automation, e.g. Avalara-Veeqo
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How to get the required resources?
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SearchDevelop longlist of potential providers
BriefDevelop briefing / Requirement catalogue
for shortlisted providers
Understand your topic!Desk Research/Consultation
ShortlistShortlist potential providers based on
own requirement catalogue
Test!Brief more than one provider
on a smaller task first
Objective: Reduce risks in the selection process of providers and partners
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Adorable plush toys that
provide a fun and unique
method of stress relief for
users of all ages.
BELLY-RUB PUPS«fur-free stress-relief»
EXAMPLE
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5
SYSTEM ARCHITECTURE
Steps 1-4 <CHF 5k
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System Architecture• Required functionalities/requirements• Data flow and synchronization• Expandable infrastructure
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Information Asymmetries • Sales Tax / VAT / Corporate Tax• Patents• Product Certification• Contractual Agreements
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Implementation Resources• Finding the needle in the haystack• Costs vary enormously • Reliability and Trust• Experience
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Challenges
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Capture Opportunities with Speed to MarketGrowth can be initiated within a few months!
Lower Investment Risk for Investor
Lower Expansion Risk for Start-Ups and SMEs
Benefits of a ≪digital-first≫ Market Expansion
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