How to select international strategic markets for my business 02
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Transcript of How to select international strategic markets for my business 02
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Barcelona Activa Empresa
© Theresa Desuyo
Barcelona Activa Empresa
Activitat cofinançada per:
How to select international strategic markets for my business? Theresa Desuyo
Founder, Balena Partners
www.balenapartners.com
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© Theresa Desuyo
The day’s agenda
Framework to Internationalize
Examples
Exercise and Action Plan
Learnings and Tips
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Barcelona Activa Empresa
© Theresa Desuyo
A Framework
This process has the purpose of designing and implementing some strategies which will allow a company
– to exploit opportunities, and to avoid threats,
– to gain sustainable competitive advantages in its own domestic market of origin,
– and to penetrate and to capture a growing market share in an increasing number of world markets.”
“Internationalisation is a slow, step by step process whereby a
company increasingly commits itself globally. It employs people
from different nationalities, and learns how to use an
increasingly wider range of foreign sourced or foreign located
resources (technology, services, funds, organisational methods,...).
Source: Prof. Lluís Renart, IESE Business School
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Barcelona Activa Empresa
© Theresa Desuyo Source: Prof. Lluís Renart, IESE Business School
Framework 6 Phases towards
internationalisation
1. FIRST PHASE: A certain degree of consolidation in its own
original domestic market.
2. SECOND PHASE: The first steps towards exporting.
3. THIRD PHASE: Consistent exporting over time. Export volume growth. More products to more countries.
4. FOURTH PHASE: Setting up foreign sales and marketing subsidiaries.
5. FIFTH PHASE: Setting up foreign manufacturing subsidiaries.
6. SIXTH PHASE: The transnational corporation.
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© Theresa Desuyo
External environment and special
considerations
• Legal issues
– Intellectual property
– Copyrights
• Economic
– Taxes, tariffs and customs
• Culture
– Target/Marketing and Talent/Recruiting
– Language
– Level of education
• Political stability
• Identifying partners
– Associations by trade, product, service
– Companies that have a complementary offering, capabilities, know-how
• Understand internal and external business processes
– Streamlining: What is the same, different
• Scalability- current infrastructure / localized infrastructure
– Adaptability of People, Technology
– Agility and responsiveness of suppliers and other partners
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Barcelona Activa Empresa
© Theresa Desuyo
DOMESTIC SUCCESS
INTERNATIONAL CHALLENGES
EBAY
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Barcelona Activa Empresa
© Theresa Desuyo Theresa Desuyo
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© Theresa Desuyo Theresa Desuyo
eBay background
• Founded in September 1995, eBay (Nasdaq: EBAY)
• Claims to be The World's Online Marketplace® for the sale of goods and services by a diverse community of individuals and small businesses.
• The eBay community includes more than a 100M registered members from around the world.
• People spend more time on eBay than any other online site, making it the most popular shopping destination on the Internet.
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© Theresa Desuyo
Product search
Assessment
Request
Price negotiation
Ordering
Payment
Product delivery
buyer seller
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Barcelona Activa Empresa
© Theresa Desuyo
eBay- Value proposition as a
Marketmaker
Buyer
• Security
• Selection
• Protection against fraud
• Quality sellers
• Deals
• Alerts and updates
Seller
• Quality Traffic
• Security
• Protection against fraud
• Selling Opportunities
• Promotional Opportunities
• Business tips
• Alerts
• Being close to the market
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Barcelona Activa Empresa
© Theresa Desuyo
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© Theresa Desuyo
Source: Alex.com
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© Theresa Desuyo
Citysearch facts
• Founded in 1996 and headquartered in West Hollywood, California
• Citysearch is the essential local guide
• Covering more than 75,000 locales and over 18M local businesses nationwide
• Citysearch combines in-the-know editorial recommendations,candid user comments and expert advice from local businesses
• Citysearch is a subsidiary of CityGrid Media and is headquartered in West Hollywood, California.
• Then, sold banners, web sites and ecommerce solutions
• Today, pay-per-performance advertising
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Barcelona Activa Empresa
© Theresa Desuyo
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Barcelona Activa Empresa
© Theresa Desuyo
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© Theresa Desuyo
EDUCATIONAL SERVICES
FT RANKED
Financial Times ranked Business School
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© Theresa Desuyo
Snapshot
Opportunities
• Strong domestic brand
• Grow international brand
• 50+ international partners
• Not yet exploited
• Existing models at similar organizations
• Deliver value to the client
Challenges
• Internal debates
• Varying internal goals
• Current talent not prepared
• People resources slim
• Partners only accustomed to collective exchanges
• Not known internationally
• Divisive and unclear strategies
• Long processes
• Each country, each institution has its own culture
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Barcelona Activa Empresa
© Theresa Desuyo
Target markets
• US
• UK
• China
• Italy
• Value-added and expertise
• Language, Anglo-Saxon and proximity
• Eye of the “storm”
• Expertise in Luxury Goods
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Barcelona Activa Empresa
© Theresa Desuyo
Partnering Strategy
2001
• Similar culture
• Experimental
• Brand image
• Contacts
• Complementary content
• Exchange basis
• Paid basis
• Used to learn before establishing greater commitment
Process lasted until 2006 before developing a stronger international partner
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Barcelona Activa Empresa
© Theresa Desuyo
WHERE AND WHY
INTERNATIONALIZE?
Measuring risks and opportunities
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Barcelona Activa Empresa
© Theresa Desuyo
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© Theresa Desuyo
Manufacturing or commercial
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© Theresa Desuyo
Customer
service
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© Theresa Desuyo
Design,
Talent
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© Theresa Desuyo
Where is your need?
Area: Alliances v. Market
• Production
• Distribution
• Talent
• Design
• Commercial / Sales
• Other
Impact on your organization
• In-house
• Outsource
• Partner
• Resources
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Barcelona Activa Empresa
© Theresa Desuyo
Exercise: Self-assessment and
brainstorming
• Business Model Generation
• Principal output
– Key Resources
– Key Partners
– Cost structure
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Barcelona Activa Empresa
© Theresa Desuyo
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© Theresa Desuyo
Action Plan
Task Objective Metrics Timing Resources
1
2
3
4
5
6
7
8
9
10
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Barcelona Activa Empresa
© Theresa Desuyo
Learnings
• What did you learn about your own company?
• What resources do you need?
• What research do you need to do before entering other markets?
• Have you considered your alternative routes
• What is your exit strategy?
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Barcelona Activa Empresa
© Theresa Desuyo
Tips
• Join associations online and offline
– Trade
– Complementary
• Do research on similar businesses
– Contact experts
– Informational interviews with other professionals
• Be open to new models of going international
• Search for domestic and international support
– Spain, EU
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Barcelona Activa Empresa
© Theresa Desuyo
Expanding your business outside the
European Union
• The European Commission proposes a new strategy aimed at helping small and medium-sized enterprises to expand their business outside the European Union.
The new strategy sets out 6 fields of action:
1. Strengthening and mapping the existing supply of support services
2. Creating a single virtual gateway to information for SMEs
3. Making support schemes at EU level more consistent
4. Promoting clusters and networks for SME internationalisation
5. Rationalising new activities in priority markets
6. Leveraging existing EU external policies
Source: http://ec.europa.eu/enterprise/policies/sme/market-access/internationalisation/index_en.htm
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Barcelona Activa Empresa
© Theresa Desuyo
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© Theresa Desuyo
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© Theresa Desuyo
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© Theresa Desuyo
Readings and resources
• http://www.forbes.com/sites/china/2010/09/12/how-ebay-failed-in-china/
• http://www.businessweek.com/magazine/content/11_17/b4225039040486.htm
• http://smallbiztrends.com/2011/02/getting-international-business.html
• www.doingbusiness.org
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© Theresa Desuyo
Thank you for your attention!
Theresa Desuyo http://es.linkedin.com/in/theresadesuyo
www.balenapartners.com