Petit-déjeuner de la Promotion Economique du Canton de Genève
Key considerations
for a successful US market entry
Applied to the emerging high-tech company
Emmanuel Savioz
SpringBay Partners
Founding Partner
Geneva, October 31st., 2003
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Does it Fit Your Strategy?
• Growth
– Vision
• How do you see the form of your company in the future if
everything is successful?
• Is US expansion important to that vision?
– Revenues
• How much?
• How fast?
• At what cost?
– Risk tolerance
• US business development is expensive and takes longer than
expected
• It is often not successful unless undertaken with the same
seriousness as starting a new business
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Do You Have Adequate Resources?
• People
– Corporate management and stakeholder buy-in
– Assigned an internal person to drive, manage, and troubleshoot the US initiative
• Money
– How will it be funded?
– Will it distract from domestic and other programs?
– Will US money be required?
• Time
– Setting everyone’s expectations
– Does the company have the patience?
• Focus
– Does it have priority for the company?
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Do You Have the Infrastructure?
• Communications
• Banking
• Legal
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Do You Have a Marketing Plan?
• Market Research
– Detailed analysis of the market, its characteristics, needs
and desires
• The Marketing Plan
– Market Segmentation
– Market Positioning
• The Marketing Budget
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The Product (or Service)
Price
Place
Promotion
Persuasion
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Are You Ready for Unique Marketing Issues?
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Localizing corporate and marketing messages?
Localizing US style business?
Creating new collateral?
Supporting local market communications?
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Trade shows
P/R
Analysts
Advertising
New website
• Customized pricing and business models?
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Have You Done a Financial Plan?
• Proforma Income and Balance sheets
• Capitalization requirements
• Cash flow analysis
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CONTACTS
Unites States:
SpringBay Partners
731 Palmira Ct.
CA, 94783
USA
+1-925-413-5768
[email protected]
[email protected]
Switzerland:
SpringBay Partners
Victor-Ruffy 53
1012 Lausanne
Switzerland
+41-21-652-20-90
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