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How to Achieve Business Success @ WCIT 2014: Ten Keys to Creating and Marketing Successful Global Products & Services Presented by: Tom Evans The Lûcrum Group May 5, 2014 5/5/2014 Copyright 2014 - The Lûcrum Group, Inc. 1

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Please join us on May 5, 2014 as CANIETI hosts Tom Evans for a free seminar where he'll present a workshop on "Ten Keys to Creating and Marketing Successful Global Products & Services" and then will describe how the "Global Market Entry @ WCIT 2014" Program will prepare companies to effectively present their companies, products and services at WCIT 2014. CANIETI has partnered with Tom Evans of The Lûcrum Group to prepare a select group of companies to successfully conduct Global Business on one of the biggest stages of the ICT Industry, WCIT 2014. The objective of this program, entitled "Global Market Entry @ WCIT 2014", is to effectively prepare ICT companies to present globally competitive products and services at WCIT 2014. Over the next five months, Tom Evans will train, coach and consult with participating companies in order to ensure that each company has world class products, services, marketing and business development and is prepared to conduct professional business discussions and negotiations at WCIT 2014. Please join us as Tom Evans shares his personal insight on conducting global business and learn how you can increase your chances of achieving business success at WCIT 2014.

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Page 1: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

How to Achieve Business Success @ WCIT 2014: Ten Keys to Creating and Marketing Successful

Global Products & Services

Presented by:

Tom Evans

The Lûcrum Group

May 5, 2014

5/5/2014 Copyright 2014 - The Lûcrum Group, Inc. 1

Page 2: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Presentation Agenda

• Why Go International

• Ten Keys to Export Success

• Global Market Entry @ WCIT 2014

Copyright 2014 - The Lûcrum Group, Inc. 2

Page 3: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Why Go International?

• Increase revenues and profits!

– Large market opportunity• Large country markets

• New and fast growing markets

– Diversify Market Risk• Help weather local financial downturns & seasonality

– Increase Revenue for Fixed R&D Investment

– Become more competitive• Increase credibility of company

• Help identify new opportunities & strengthen product

• Better serve multinational companies5/5/2014 Copyright 2014 - The Lûcrum Group, Inc. 3

Page 4: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Global Software Market

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$US Million % of World Total

United States 133,193 40.01%

Germany 23,191 6.97%

United Kingdom 22,311 6.70%

China 16,445 4.94%

France 16,390 4.92%

Japan 13,735 4.13%

Italy 10,635 3.19%

Canada 10,247 3.08%

Netherlands 8,771 2.63%

Spain 7,319 2.20%

Source: Digital Planet 2008 - WITSA (2009 Projected)

Total World Software Market = $US 332,933 Million

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Significant Spending on ICT

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Page 6: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Creating Greater Value in ICT Exports

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Page 7: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Ten Keys to Export Success

• Commitment to International Business

• Effectively Manage Channel Partners

• Adapting Product & Market Strategy

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Page 8: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

COMMITMENT TO INTERNATIONAL BUSINESS

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Page 9: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

1 - Make It a Strategic Decision

• What Should Happen

– Strategic Decision

– Markets Researched & Prioritized

– Export Plan Created

– Investments Made

– Export

• What Happens

– Opportunistic

– Met at Tradeshow

– Sounds Interesting

– Let’s Do Business

– Now Exporting

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Page 10: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

2 - Make the Commitment

• Overcome the initial difficulties and financial requirements

• Sufficient funding to develop market before reaching breakeven

• Time to develop reputation

• Invest in manager for international markets

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Page 11: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

3 – Achieve Success in Home Market

• Don’t go global prematurely

• Track record/Local credibility–Market leadership

– State of the art products

–A local multinational client

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Page 12: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

4 - Structure for International Business

• Experienced manager in international marketing & sales

• Establishing a strong product management, marketing & sales discipline

– Discipline & structure to deliver a competitive product that meets the broader needs in all markets

– Execute world class marketing & sales

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Page 13: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

GLOBAL PRODUCT & MARKET STRATEGY

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Page 14: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

5 – Beware the Large Market

• Well developed & sizable market– Saturated with products

– Very competitive

– Require higher marketing investment

• But, if I can only get a small part of a large market.– E.g., 0.5% of market share in a $US1 billion market

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Page 15: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Strategies - Targeted Markets

• Think niche markets – well targeted opportunities

– Offers more opportunities for developing competitive advantages

– E.g., 10% of a $US 50 Million market

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Page 16: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

6 - Differentiate on More than Price

• Deliver same capability but for less

• What happens when someone can sell for lower cost?

• Need to compete on total value

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Page 17: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

7 – Focused Value Proposition

• Clearly defined target markets

• Important problem that people want to solve

• Value clearly understood by target buyers in target geography

• How can you create a competitive advantage

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Page 18: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

8 – Invest in Localization/Globalization

• Globalize/localize everything

– Marketing & sales techniques

– Messaging & positioning

– Your support structure

– Packaging

– Local regulations & compliance

• Don’t use the low cost provider

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Page 19: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

EFFECTIVELY MANAGE CHANNEL PARTNERS

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Page 20: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

9 - Select Capable Channel Partner

• Select a partner

– Clear criteria for partners

– Due diligence

– Get to know them

• Selecting and managing channel partners is crucial to success

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Page 21: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

10 - Effectively Enable Channel Partner

• Develop structure & tools to teach & aid partners

–Marketing & Sales

– Implementation

– Support

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Page 22: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Summary

• You have to be committed

• Focus first on business/market development

– Not sales or income

• Dedicate someone to this task

– Or it will suffer from attention

• Understand the differences in markets and how to adapt to be successful

• Learn to select & manage channel partners

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Page 23: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

GLOBAL MARKET ENTRY @ WCIT 2014

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Page 24: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Program Objectives

Prepare Mexico ICT companies for WCIT 2014 to:

• Present globally competitive products andservices;

• Perform world class marketing and businessdevelopment;

• Conduct professional business discussions andnegotiations;

• Close business deals with organizations fromaround the world

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Page 25: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Program Plan

1. Global Market Readiness Assessment

2. Training Workshop (12 hours)

3. Coaching & Mentoring

4. Creating Global Marketing Materials

5. Dress Rehearsal

6. WCIT 2014 – Showtime

7. Post Congress Coaching

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Page 26: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Global Market Readiness Assessment

• 45 to 50 minute interview & business discussion with company (May 5 & 6)

• Report on:

– Strengths & weaknesses of the company & offering

– Global competitiveness of their offer (product/service)

– Readiness to conduct international business

– Recommendations to enhance competitiveness

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Page 27: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Workshop

• Creating a Compelling and Globally Competitive Product and Go-to-Market Strategy

• May 8 & 9: 12 Hours

• How to:– Complete an in-depth Market Analysis

– Develop competitive Export Strategy

– First steps to presenting at WCIT 2014

– Effectively working with partners

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Page 28: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Coaching & Mentoring

• May to Sept 2014

• Guide & coach through the steps (Market Analysis, Export Strategy, WCIT 2014 Prep)

• Regular group meetings

• 10 Hours of individualized research and consultation

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Page 29: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Global Marketing Materials

• Two hour on line workshop

• Understand what is expected for globally competitive marketing materials

• Professional review & edit of 2 pages of materials

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Page 30: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Dress Rehearsal

• Practice your WCIT 2014 presentation & business discussions

• Sept 2014

• Get feedback and final adjustments to ensure readiness

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WCIT 2014 - Showtime

• Onsite support to help you through any business presentations, discussions or negotiations

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Page 32: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Post Congress Coaching

• Coaching & consulting post congress to negotiate & close deals

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Page 33: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

How to Participate

• Assessment & Workshop

– Payment of $US 800 immediately

• Coaching, Mentoring, Marketing Materials, 10 Hours, Dress Rehearsal, WCIT 2014 Support

– Payment of $US 4625

• Post Congress Coaching

– Negotiated on a per company basis

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Page 34: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Program Incentives

• Program in review with ProMexico

• Reimbursement of up to 75% of program costs upon completion of program & deliverables.

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Page 35: How to Achieve Business Success at WCIT 2014:  Ten Keys to Creating and Marketing Successful Global Products & Services

Questions

Muchas Gracias!

Tom Evans

The Lûcrum Group

[email protected]

+1.512.961.5267

Skype: tevanstx

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