global software global software program juhani saukkonen executive director, global software...

Global Software

Global Software Program

Juhani SaukkonenExecutive Director, Global Software

Director, Software Forum, Technopolis

Global Software

What is Global Software?

Global Software is the most comprehensive

business development, marketing and networking

program for the leading Finnish

software intensive companies investigating or targeting

global markets with a focus on North

America

Global Software

Total 60 Companies Since 1998

Global Software

Short History

Pilot Software: 1998 to 2000, with 14 companiesGlobal Software I: 2001-02, with 30 companiesGlobal Software II: 2002-03, with 19 companies

Five year evolution from learning business and networking in the US to

professional coaching about global business and getting deals closed in the US.

Half of the participating companies have already closed deals in the US.

Global Software

Customer Testimonials

"By the end of Global Software II we had honed our value proposition and presentation. We also gained tens of new business contacts in the US, closed a major new partnership and attracted several US Venture Capital contacts to begin discussion on Ekahau's future funding."Antti Korhonen, CEO, Ekahau

“The insights Jutel gained about US Markets and Entry Strategies by participating in the Global Software program were crucial for closing the deal with 3i, a world leader in Venture Capital and private equity.”Jorma Kivelä, VP and co-founder, Jutel

Global Software

Highlights of this year’s program

Even more focus on Meetings with Customers, Partners and Investors in Your Industry

Partnering with Chasm Institute to Train ’How to Market High Tech Products in Global Markets

One to One Meetings with Industry Analysts

Three Phase Approach with Readiness Assesments

Worth $200 000 for your Company

Global Software

Global Software Management Team

Director’s in Finland Irmeli Lamberg - Helsinki Heikki Nuutila - Tampere Jussi Nukari - Jyväskylä Juhani Saukkonen - Oulu Petri Kinnunen –Oulu

Directors in the US Brenda Fox – Executive Director, Silicon ValleyKen Jacobsen – Silicon ValleyOwen Greeson - AtlantaSari Laitinen - MinneapolisVictor Vurpillat – Silicon Valley

Global Software

Funding & Sponsors

• Tekes provided funding for the planning and design of the 2003-2004 program

• Ministry of Trade & Industry provides funding for

Marketing, Phase I and final seminar in 2004• Local TE-Centres (Employment and Economic

Development Centres) fund Phases II and III• Program is sponsored by:

These Funding Sources & Sponsors make this program possible:

Global Software

The imperative for Finnish Software companies to Globalize

to be successful

High tech (like software) spending in Finland is under 0,5 % of

world wide spending

Global Software

Finnish high tech market (<0,5%)as a part of the global markets (100%)

Finland

Global Software

Example: Worldwide market 200 M€ and in Finland 1 M€

Revenue from Finland (M€)

Foreign revenue (M€)

Total revenue (M€)

Revenue from Finland (%)

Foreign revenue (%)

Global market share (%)

1 0 1 100 0 0.5

1 1 2 50 50 1.0

1 3 4 25 75 2.0

1 9 10 10 90 5.0

1 19 20 5 95 10.0

1 24 25 4 96 12.5

1 32 33 3 97 16.7

1 49 50 2 98 25.0

1 99 100 1 99 50.0

Global Software

Finnish high tech company is ”forced” to be global ?

10.002.001.000.50

5.00

83.33

0

10

20

30

40

50

60

70

80

90

100

0 50 60 70 75 80 85 90 95 99.4

Share of revenue (%) coming international from markets

Glo

bal

mark

et

sh

are

(%

)

Global Software

Worldwide software product markets in 2001 (€ 223 B) by some countries

(EITO2002, OECD IT Outlook 2002)

©Copyright 2002, Jussi Nukari. All rights reserved.

0

20000

40000

60000

80000

100000U

SA

Japan

Germ

any

UK

Fra

nce

Canada

Neth

erland

Austr

alia

Sw

itzerland

Sw

eden

Spain

Belg

ium

Denm

ark

Austr

ia

Norw

ay

Fin

land

Kore

a

Irla

nd

China IndiaIsrael

Global Software

0

1

1 0

1 0 00 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80

82.5

85 90 93 95 96

97.5 98.9 99.4 99.6 99.8

Glo

bal

mar

ket

shar

e (%

)

S h a r e o f r e v e n u e ( % ) c o m i n g f r o m i n t e r n a t i o n a l m a r k e t s

6 5 % 8 3 + %

9 8 + %9 7 %7 5 + %

1 5 , 7 %

2 , 2 %

0 , 3 5 %

0 , 1 6 %

0

1

1 0

1 0 00 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80

82.5

85 90 93 95 96

97.5 98.9 99.4 99.6 99.8

Glo

bal

mar

ket

shar

e (%

)

S h a r e o f r e v e n u e ( % ) c o m i n g f r o m i n t e r n a t i o n a l m a r k e t s

6 5 % 8 3 + %

9 8 + %9 7 %7 5 + %

1 5 , 7 %

2 , 2 %

0 , 3 5 %

0 , 1 6 %

Global market share of a software company ?Example: 33% market share at home (Finland, Sweden, UK, USA) market in

2001 (EITO2002) vs. share of revenue coming from international markets

Global Software

In order to be a viable company globalization is an imperative

To be successful means globalizing your high tech businessIf you don’t investigate US markets, you may miss the best opportunity Like SAP, a German origin company, became a market leader after entering the US marketsGlobalization will dramatically increase your chances for a successful exit strategy

Global Software

Global SoftwareGlobal Software

Accelerated Paths to Accelerated Paths to Global MarketsGlobal Markets

Global Software

Learn by DoingKey

Ste

ps

To Enter ATo Enter ANewNew

MarketMarket

Global Software

Key things you need to know to get ready for Global Markets

1. Where your product and services fit in that market? ( Better yet is there a market for you?)

2. Who are your customers and how do you reach them? (Do they want what you have to offer?)

3. Who are your competitors and potential partners? (How can you differentiate yourself?)

4. How to communicate a compelling value proposition? (So customers will buy from you!)

5. Do you have what it takes and are you ready?(If not what do you need to do to be ready ?)

Strategic Positioning

Marketing

Global Software

Key Steps in Global Software

Selling

Business NetworkingMarketing


Closing Deals

Press & Analyst Tour

Global Software

Delivered in Three Phases

Phase Steps Dates & Locations

1 Getting Ready for Global Markets

December 3rd to December 12th

in Finland

2 Tailoring Business Strategy for North American Markets

January 19th to January 23rd in Finland

March 22nd to April 2nd in North America

3 One on One Appointments with Customer, Partner, Investor

June 14th to June 5th in North America

1 on 1 coaching thru graduation in September


Marketing

Business Networking


Selling

Closing Deals

Global Software

Phase I

Getting Ready for

Global Markets


Marketing

December 3rd to December 12th in Finland

Global Software

Strategic Positioning & Marketing


Marketing

Learn the principles and dynamicsof technology market development

How to identify the target customer and compelling reasons to buy (What do they want?)

How to analyze competition and position your product/service

Understand how to build your market strategy


Marketing

Global Software

Strategic Positioning and Marketing

Based on the work of Geoffrey Moore


Marketing

Global Software

Mark Cavender will join Global Software for Phase I and II

Mark Cavender is Founder and Managing Director of Chasm Institute

• Over 15 years of experience in enterprise software• Mark has a unique blend of strategic and tactical marketing skills coupled

with a strong background in software sales• Mark has worked with numerous leading enterprise software and

telecommunications companies such as Acterna, Business Objects, Hyperion, Lawson Software, Microsoft, Nextel, Nokia and SunGard as well as growing firms such as Docent, iManage, and Logility

• Prior to founding Chasm Institute, Mark spent 9 years with The Chasm Group, four years with Oracle Corporation, and before joining Oracle, he was Marketing Manager with J.D. Edwards & Co.


Marketing

Global Software

How to exploit the Technology Adoption Life Cycle

and identify types of buyers

Pragmatists create the dynamics of high-tech market development.Pragmatists create the dynamics of high-tech market development.

Innovators Early Adopters

Early Majority Late Majority Laggards

TechiesTry it!

PragmatistsStick with the herd!

ConservativesHold on!

SkepticsNo way!

VisionariesGet ahead of the herd!


Marketing

Global Software

How to identify market dynamics: the Early Market, the Bowling Alley,

the Tornado, and Main Street

Chasm

EarlyMarket

Bowling Alley

TornadoMain Street

Four Unique MarketsFour Unique Markets


Marketing

Global Software

How to Plan a Market Development Strategy

DealDriven

MassMarketing

1 to 1Marketing

Product to ServiceMarketing

Niche MarketingNiche Marketing


Marketing

Global Software

Strategic Positioning & Marketing


Marketing

Learn the principles and dynamicsof technology market development

How to identify the target customer and compelling reasons to buy (What do they want?)

How to analyze competition and position your product/service

Understand how to build your market strategy

Market Research Data on your industry


Marketing

PositioningPositioningSegmentationSegmentationMarket StrategyMarket Strategy

Global Software

Industry Market Research

Directors of Global Software will work with you to

1. Estimated Size of the market

2. Layout of Customers, Potential Channel Partners, Competition in your industry

3. Product look and feel for North American Markets

4. Pricing Strategies

for your Market


Marketing

Global Software







Marketing

Global Software

Telling your company story in 30 seconds!(the famed elevator pitch)

Directors of Global Software will work with you to:• Articulate your value proposition

(What problem, business need or pain do your products address and solve? What will the customers ROI be?)

• Package and present your story to be more appealing to a customer, partner or funding source(Elevator pitch, Executive Summary, 6 Slide Sales or Funding pitch)

• How to gage and follow up on the level of interest in your company

(Lead Management)

Global Software






5. Do you have what it takes and are you ready?(READINESS ASSESSMENT )


Marketing

Global Software

Key deliverables of Phase I

Map showing customers, partners and competitors in your industry

Ability to develop a detailed 9-point strategy the Early Market and the Bowling Alley

BusinessNetworking


Set of compelling company presentations

Readiness Assessment report

Global Software

Phase IITailoring your Tailoring your

Business Strategy ForBusiness Strategy ForNorth American MarketsNorth American Markets

BusinessNetworking


Three PartsJanuary 19th to January 23rd in Finland

1 on 1 Coaching in February to prepare for the 1st Field Trip to North America

March 22nd to April 2nd in North America

Global Software

In Both United States

and Canada

Global Software

Steps to Tailoring Business Strategy

Business Networking


BusinessNetworking


Programs and tools for each phase of the sales cycle andhow to implement a marketing & sales strategy

How to generate new business even in an economywhen money is not budgeted by your customer

How to How to ImplementImplementMarket Market StrategyStrategy

Global Software

Implementing Strategy

Mark Cavender will be back to train and coach on:

Building a strategic frameworkFine-tune 9-point marketing strategyPlan go-to-market programs

Provocation-Based SellingUnderstand the change in customer

behavior and competition in a downturnUse proposals to your advantage

BusinessNetworking


Global Software

Steps to Tailoring Business Strategy

Business Networking


Learn the principles and dynamics of Public Relations (PR)

Begin to meet and leverage a business network in North America

Practice Delivering the right message to analysts like Gartner, Forrester, IDC

BusinessNetworking


Programs and tools for each phase of the sales cycle andhow to implement a marketing & sales strategy

How to generate new business even in an economywhen money is not budgeted by your customer

How to How to ImplementImplementMarket Market StrategyStrategy

Go Live!Go Live!Start tellingStart tellingYour StoryYour Story

Global Software

Donna CandeloriManaging Director

Will Join Global Software for Phase II and prepare you for and orchestrate

a Tri City Press and Analyst Tour

Over twenty years of consumer and high-tech sales, marketing and communications experience

Agency experience includes A&R Partners, Franson, Hagerty & Associates and Saatchi & Saatchi Advertising

Corporate experience includes Sega of America, Silicon Graphics, Mountain Network Solutions and Ziff-Davis Publishing

Industry veteran with broad business and media contacts Manages select accounts; from strategic direction, to influencer

liaison, to material development and implementation

Shaping Decisions

BusinessNetworking


Shotwell

Global Software

Jay ShotwellStrategist

Her partner will also join the program for Phase II

Founder and CEO of Shotwell Public Relations in Santa Clara for 20 years

Specializes in strategic, creative, and relationship development for emerging and established corporations within the computing and internet marketplace

Program development has led to market creation and branding, executive profiling, launch plans, the creation of PR tools, and building industry relationships

Held senior marketing positions at Ampex, Memorex, Condor Computing, National Semiconductor and TeleVideo

Shaping Decisions

BusinessNetworking


Shotwell

Global Software

PR…What It Can Do For You

Exposure (Customer finds you)

Credibility (Better if someone else promotes you than you bragging about yourself In a noisy

market with a lot of competing voices)

Relationships(Analyst and editors are better connected than you are)

(Use them as conduits to people you want to meet and have a relationship with)

Shaping Decisions

ShotwellBusinessNetworking


Global Software

Donna and JayWill help you Get Readyfor the PR Challenges

Telling a compelling story

Credible management

A product/service the market needs

Sustainability

Informative company website

Analyst references

Shaping Decisions



Global Software

PR Checklist

Timing – Market, Product, Momentum

Credibility – People, Product, Customers

Product – Working Demo

Sources – Channel, Customers, Funding

Tools – Press Kit, News, Testimonials

Results – Ink, Sales, Customers, Partners

Shaping Decisions



Global Software

Benefitsof the Press & Analyst Tour

Increases sales opportunities Gain product evaluation with key influencers Heightens impressions

(Awareness you exist) Foster third-party relationships Discover joint opportunities with new alliances

(Customer, Partner, Funding Sources) Accelerates return on investment

(Bigger bang for marketing $)

Shaping Decisions



Global Software

Benefits Donna and Jay Bring to the Program

They keep an eye on the industry for our clients

Tracking trends– Marketplace, Competitors, Influencers

Researching opportunities

Monitoring perception

Analyzing news and competitive activity

Measuring results– Message accuracy, competitive gains, impressions

Shaping Decisions

Shotwell

BusinessNetworking


Global Software

Phase II Deliverables

Market and Sales Strategy

Press Kit Materials

Press & Analyst Feedback &

Business Networking Connections

ReadinessAssessment Report

Polished Elevator Pitch & Sales Materials

Business Plan Review

Exposure to North American Business Practices

BusinessNetworking


Global Software

You will exit Phase II with …

A Readiness Assessment report that you can discuss with your Board of Directors

and funding sources to ensure that your are ready for proceeding to Phase III of the

program

Global Software

Phase III

Customer, Partner, InvestorOne on One Appointments

Selling

Closing Deals

June 14th to June 5th in North America

1 on 1 coaching thru graduation in September

Global Software

Steps to Selling & Closing Deals

Selling

Closing Deals

Establish your business model(OEM, royalty deal, sell IP, Direct sales, Channel partner, or revenue share deal)

Identify Prospects

Set Appointments

Additional Networking Events

1 on 1 Customer, Partner, Funding source meetings

Selling

Closing Deals

Global Software

Discover your Business Model

First hand experience with North American business practices

Establish your business model – OEM, royalty deal, sell IP, Direct sales, Channel partner, revenue share deal

In a market that is 90 times larger than Finland’s!

Selling

Closing Deals

Global Software

Lead Generation and Appointments

Appointments and presentations with real customers, partners and funding sources in your target market

Deliver your message and value proposition to a North American customer, partner or funding source

Which will lead to further validation of your product, value proposition, positioning, competition, business model and sales/marketing strategy

Selling

Closing Deals

Global Software

Business Plan Competition

Global Software has partnered with a Leading Calgary VC who has invited the companies in Phase III to participate in their business plan competition

Potential Additional Investment to fund your globalization

Selling

Closing Deals

Global Software

Business Connections

Introductions to 100+ key business contacts and insights into North American business expertise

Entreprenuers and Advisors in your industry spacePR, Marketing & Sales ProfessionalsLawyers & AccountantsRecruiters & Government OfficialsPotential employeesBusiness Angels & Venture Capitalists

Selling

Closing Deals

Global Software

Business Connections

Executive briefings from major companies setting the market trends in North America

Peer to Peer enhanced learning, additional new business and partnering opportunities through peer to peer business networking events in North America

Selling

Closing Deals

Global Software

Phase III Deliverables

Lead Generation and Appointments

Business Model

Launch Strategies

Customer, Partner, Investor Contacts

Peer to Peer Business Alliances

Potential VC Funding

Goal is to Close a Deal

Selling

Closing Deals

Global Software

Reduce the cost, minimize the riskand Improve the success rate

to entering the North American Market

Global Software

Global Software

ProgramProgramDeliverablesDeliverables

Readiness Assessment Report 6 Slide sales or funding pitch Executive Summary Elevator Pitch 9 Point Market Strategy Industry Market Research

Readiness Assessment ReportBusiness Plan ReviewBusiness Networking ConnectionsExposure to NA Business PracticesPress & Analyst FeedbackPolished Elevator PitchSales MaterialsSales Strategy

Potential VC FundingPeer to Peer Business AlliancesCustomer, Partner, Investor ContactsLaunch StrategiesBusiness ModelBusiness Plan ReviewLead Generation and Appointments

Goal is to Close a Deal

Global Software

Testimonials ’ The GSW program gave us the best

possible contacts in our industry. This has opened the doors for us to the US- and other markets as well.’

‘There are things, you can't learn from books. One of those things isdoing business in US. GSW gave me an excellent insight experienceabout it and I warmly recommend that Finnish SW companies join the GSWprogram as well.’

Jyrki EklundCEO, Fitware Oy

Kauko Väinämö CEO, CIM Networks Oy

Global Software

Ajatuspaja, Kimmo Laakkonen

I am not a fan of listening lectures. When I participated in the Introduction seminar of the previous Global Software,I got the feeling, that GSW offers all the insights using "learning by doing" method. I was right. The program was really concrete and it gave me the opportunity to understand how successful American businessmen think and operate.I was really happy to meet 100+ business practitioners not only from America but also from Finland. During the GSW program Ajatuspaja changed its business model and the way of doing business. The change was really radical. Earlier we were selling software to customers. Now we are solving customer problems. We know how to articulate ROI and increased productivity in customer's business case. Our new way of doing business suits very well also for doing business in Finland. Our HQ is in Jyväskylä. We have office also in Oulu and we are opening our Helsinki office in November 2003. We have almost doubled our workforce since we started Global Software program. I believe that the future offers lots of new business opportunities for us both in Finland but also internationally. Now we are much better equipped for these future challenges. I recommend this new Global Software program to all Finnish high tech startups. If you are active, this process can really make the difference.

Global Software

Niko Frilander, COO, Idean Research Ltd.´For Idean Research, Global Softwareprogram has given a lot. After the program we have better presentation materials, new marketing attitude and several important contacts in the US (and in Finland as well). It is also easier in many ways to meet new challenges in international business environment.`

Global Software

‘Global Software was a comprehensive and encouraging learning experience for Solita. In addition to gaining insight into how to do business in the US, it really pushed us hard to develop our overall strategy and marketing skills. Now we are extremely better prepared to enter the US market.’

Heikki HalmeCEO, Solita Oy

Global Software

Participation in the programYour Investment Investment per company

by the Government & EUPhase I: 1 500 eur Phase I: 6 000 eurPhase II: 6 200 eur Phase II: 17 600 eurPhase III: 8 100 eur Phase III: 22 900 eurThe participation fees are for two persons per company. In phases II and III participation fees also cover the travel costs and accommodation in North America.

This is a mutual effort! Government & EU invest in you andexpect you to commit and invest your time in the program.

FILL THE APPLICATION FORM ON http://oyt.oulu.fi/globalsoftware BY OCTOBER 31st

Global Software

Apply Today!

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