CCIE

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CCIE 27 novembre 2000
Part 1 (45 minutes) - Jean Rauscher Les dix
clés du succès ! Part 2 (145 hour) Philippe
Costes (modérateur) Bernard Malfroy Jean
Rauscher Table ronde Vos opérations aux
U.S. Le Marketing and Ventes Le Recrutement

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CCIE 27 novembre 2000
Expanding your business into the USA Give back
to others
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Why is it so difficult?
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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

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Golden Rule 1

• Immediately start off selling an innovative
  product where customers ROI is obvious and can
  be evaluated in .

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Golden Rule 2

• Position your product offering against your
  competition to lead customers towards making
  their decision.
• No competition No market

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Golden Rule 3

• To quickly dominate a niche market, start off
  selling one single product.

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Golden Rule 4

• Build a list of satisfied and well-known
  customer references. Dont ask for ask for a
  strong reference instead.

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Golden Rule 5

• Set up your operations close to prospective
  customers and a deep labor pool.

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Golden Rule 6

• Launch a RELIABLE version of your product. Check
  for adjustment to the foreign market before you
  begin selling.

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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

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Golden Rule 8

• Follow a project approach
• Dont attempt to sell your product as an
  investment for the long term.
• Sell it as an operational benefit for the current
  project only.

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Golden Rule 9

• Sign alliance agreements to reassure your future
  customers.

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Golden Rule 10

• Have enough to start up your operation. Look
  for backup before launching a subsidiary.

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This presentation can be downloaded at
www.IT-Startup.com

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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
  dalarme ?

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CCIE 27 novembre 2000
Expanding your business into the USA