EDUCATE YOURSELF If you are launching in a new country, learn the local culture and traditions, and from more than just one source! Countries are big places with several million people, so do not put all your eggs in one basket when it comes to seeking out advice on some of the nuances of the language, the design, etc. Similarly, when it comes to hiring staff, try to draw from a diverse area. This can help prevent cliques from forming, which will harm your long-term prospects. EXPERIENCE THE NEWMARKET YOURSELF Attempt to spend time in the new market, if at all possible, and mingle with the people on the ground. The people you meet and interact with will one day be your customers (hopefully). It is all well and good going somewhere and attending business meetings and presentations from people you are spending large amounts of money with, who will “wine and dine” you and make you feel at home. These people are only interested in keeping you happy and will paint the picture you want to see. I am not saying they will outright lie to you, but do not think spending time with them is going to teach you about the real culture or what your customers think or how they act. The people you meet and spend time with day to day will give you a far better picture of what the country is really like. SCOUT YOUR COMPETITION If it is a new vertical, set aside some time (and perhaps a little money) to give your potential competition a test ride. You need to do this for real, not demo play, and not in your office. Use it on the train or at home in your bedroom, in your kitchen or as you watch your sports team play. Register an account yourself and actually use the site in the same settings that your average customers will be using them. This is essential to really understand what you are competing with. Just becauseyouare verygood, or even the bestatwhatyoudo inone geographic region and/or one typeofproductvertical , it doesn’tmean youcan replicatethat success elsewhere. Thereare somanyvariables that meanyour success maynotbeduplicated . CAUTION: ENTER AT YOUR OWN RISK G P W A t i m e s . o r g 30
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