Messing up entry to an unfamiliar market can sometimes be pretty funny, like introducing the Chevy Nova into South America where the car's name means "doesn't go."
It probably wasn't very funny to the product manager who screwed it up.
The U.S. market is the promised land to business people the world over. It's the richest plum, the fastest moving environment, the most receptive audience in the world.
And about as forgiving as a land mine. Blow it here and it isn't just a matter of packing up and going home. It's about a potentially devastating impact on your other markets as well.
Because of its size and complexity, the U.S. presents marketing and selling challenges that are markedly different from other parts of the world. Unfortunately, because it's all they know, most U.S. marketers aren't aware of the differences. It takes a special kind of experience and orientation to help offshore companies be successful here.
It takes a TechPar Green Team. These are longer-duration projects, typically upwards of a year, and are designed specifically to assist senior executives of technology firms in addressing key issues...
- Will the same products that sold abroad sell in the US?
- Do they require new features or functions to be successful in the US?
- How should you launch: big splash or modest beachhead?
- How do you attract the best possible talent to represent your organization?
- How do you develop the necessary contacts?
- Should you take a horizontal or vertical industry approach?
- Should you consider acquiring a company already established here?
Our experience in helping offshore companies get kicked off on the right foot is unparalleled. We’re poly-robots on steroids and have engaged with businesses all over the planet.
By the way, there's something else you get when you engage a Green Team: You get our Rolodex. One of the things we do best is introduce our clients to each other, because everybody is potentially somebody else's customer or partner.
TechPar Green Teams: Don't be afraid. Be prepared.
For details on how Green Teams work, email John Singel.