Coming to Coming to AmericaAmerica
The TransSynergy Group – Dallas, The TransSynergy Group – Dallas, TexasTexas
Donna Hegdahl, CEO & president Finnish grandparents Grew up in high-tech Passion for helping
entrepreneurs with marketing
Antti Eravaara, VP of International Finnish Lived in America for 8 years High-tech experience US &
Europe Passionate about helping
Finnish companies succeed in North America
Who are you?Who are you?
Global Software Program Participants
Education & preparation Entrepreneurial guidance Cultural differences How do you compare to US
entrepreneurs Pursue the American dream See it all around them May or may not be prepared Many resources available
Now what? The Money Chase Now what? The Money Chase
Funding Sources VC (700+ in US) Angel Investment Banker Traditional Bank Incubator (tech &
business)--or--
Self fund “the bootstrap method” Plan for ROI to keep it
going
For funding sources: package your For funding sources: package your ideaidea
You are one of many Speak the language of the money
guys Do your homework The most important sales
presentation, expect multiple versions, differing advice
Long road (6 to 12 to 18 months) Check references Relationships “rule” ask for
introductions Sell solution to a pain
Validate the market for your Validate the market for your product product
Key step for either approach Demonstrate the viability of your
product here, even if it’s selling elsewhere
Consider a beta test prior to market launch
Successful pilot- By the numbers: Market
test- Testimonials- Case Studies
Need to fund your pilot
First steps of preparationFirst steps of preparation
Establish US entity Protect your IP US bank account US accounting system US address (not a PO Box) US telephone & fax Import, warehouse & ship product
Marketing preparation Marketing preparation
Corporate identity Name – appropriate for US Logo – same or different than Finland Business cards/letterhead/envelopes
Create US sales materials Brochure and other materials Web site or “subsite” with US focus
Next steps LAUNCH PLANNext steps LAUNCH PLAN
Identify a TARGET Prepare a timeline Look for launch
events PR launch (media) Trade show or
conference Industry event
Multi-touch campaigns Quarterly campaign Direct mail Advertising
Develop reference accounts & testimonials
Next steps Launch Plan (continued)Next steps Launch Plan (continued)
Line up “people resources” Sales person or team for follow-up Technical support plan
Speak English Available in US time zones
Find a TARGET and create a “win”Find a TARGET and create a “win”
Identify a small target group to minimize costs & resources Geographic
US is huge Where is concentration
Addressable niche Trade association Cluster of affiliated companies
OEM Distribution or reseller
Research top options Look at competition
Execute your planExecute your plan
Plan for 6 to 12 months, maybe 18 to 24
Why? Buying cycle of decision-makers No one wants to risk being first Due diligence on you as a new player Compare you with competition Wait and see if you “stick”
Option: Run a beta test first
Consider Dallas?Consider Dallas?
Known for Telecom “The Telecom Corridor” Logistics Biotech High-tech
Consider Dallas?Consider Dallas?
California is losing it’s edge 40% of companies plan to move jobs
out 35% sending jobs to Texas (vs. RoUS &
RoW) Texas has become #1 competitor
Availability of educated labor pool Low cost of doing business Texas is welcoming to businesses No regulatory hassles Central location – lower travel costs &
time Lower total cost of doing business
Consider Dallas?Consider Dallas?
Middle of the country CDT time zone, easy to call both coasts DFW Airport, accessible to any place in
world Strong economy
Cost of living Labor Housing
Attractive weather (?) Little or no snow but hot in summer
Consider Dallas?Consider Dallas?
“Can do” attitude Supportive to entrepreneurs Resources available to support
startups Professional services (attorneys,
accountants, consultants, executive search firms)
Funding sources (VCs, angels, private investment groups, banking community)
Networking organizations (chambers, Metroplex Business Council, MIT Venture Forum, Southwest Venture forum, CEO Roundtables, IAMCP)
Consider Dallas?Consider Dallas?
Nokia US headquarters Finnish community Finnish suppliers
Finnish American Business Guild 2 years old Plans to be Finnish American Chamber
of Commerce Mentoring relationships Social activities
Crawfish party in March Finnish Independence Day Gala in December
Why TransSynergy?Why TransSynergy?
Finnish and American resources Known for high-tech focus Known for helping entrepreneurs Lower cost than typical “agency” Long experience in helping high-
tech Provide marketing, PR and virtual
office services Hands-on even with strategy Network of resources
Position It
Tell It
Offer ItSell It
Retain It The Marketin
g Formula