CCIE – 27 novembre 2000 Part 1: (45 minutes) - Jean Rauscher Les dix clés du succès ! Part 2: (1:45 hour) – Philippe Costes (modérateur) Bernard Malfroy – Jean Rauscher Table ronde : Vos opérations aux U.S. Le Marketing and Ventes Le Recrutement CCIE – 27 novembre 2000 Expanding your business into the USA “Give back to others” Why is it so difficult? Why is it so difficult? • Cultural differences of doing business • Analysts and the stock market influence day-to-day decisions • Difficulties in finding good people • American personal goals are different • Size of the country Golden Rule # 1 Immediately start off selling an innovative product where customer’s ROI is obvious and can be evaluated in $$. Golden Rule # 2 Position your product offering against your competition to lead customers towards making their decision. No competition = No market Golden Rule # 3 To quickly dominate a niche market, start off selling one single product. Golden Rule # 4 Build a list of satisfied and well-known customer references. Don’t ask for $$; ask for a strong reference instead. Golden Rule # 5 Set up your operations close to prospective customers and a deep labor pool. Golden Rule # 6 Launch a RELIABLE version of your product. Check for adjustment to the foreign market before you begin selling. Golden Rule # 7 Recruit a US Manager able to : Understand the US market Suggest improvements to the European team Manage a budget tightly Build a motivated / faithful team Stick to your company through difficulties Golden Rule # 8 Follow a project approach: • Don’t attempt to sell your product as an investment for the long term. • Sell it as an operational benefit for the current project only. Golden Rule # 9 Sign alliance agreements to reassure your future customers. Golden Rule # 10 Have enough $$ to start up your operation. Look for backup before launching a subsidiary. This presentation can be downloaded at www.IT-Startup.com Panel and audience discussions on: Lancer vos opérations U.S.: •Quelles différences culturelles sont des facteurs de risque dans les affaires •Comment présenter votre offre de produits? •Quels sont les premiers obstacles que vous allez rencontrer? •Que devez-vous sous-traiter? Le Marketing and les ventes aux U.S.A.: •Devez-vous vous concentrer sur le marketing ou sur les ventes en premier? •Faut-il vendre en direct ou à travers des distributeurs? •Quelles sont les actions marketing les plus efficaces aux U.S.? •Peut-on vendre au téléphone? Le plus grand challenge: Recruter aux Etats-Unis •Comment recruter aux U.S.? •Faut-il engager un américain ou un Européen pour diriger la filiale? •Comment payer et garder le patron de votre filiale? •En cas de problèmes, quels sont les signaux d’alarme ? CCIE – 27 novembre 2000 Expanding your business into the USA