Appleton Greene – Launching Internationally
Executive summary
Launching Internationally
Appleton Greene Launching internationally can be one of the most exciting ventures that a company will undertake. However, the path to success is fraught with many challenges and can stretch an organization in directions that were never contemplated. The alignment of a company’s culture, structure, and human resources with their new international corporate expansion and business strategy, is critical to successfully launching into new international markets. As globalization expansion goals are being considered, it is all the more important that corporate alignment with its’ existing team, a company’s most valued asset, is integrated into the international launching strategy and carries through to new international markets and staff. This service requires multi-departmental participation and uses a unique stakeholder management approach, which is constantly focused on the alignment with all departmental stakeholders throughout the execution of each of the service objectives. Appleton Greene
The world offers many opportunities to launch a company’s products and services. Whether launching into Asia Pacific, N. America, Europe, Latin America, the Middle East or Africa a careful and methodical review must be undertaken through a need and culture prism. This step is a critical part of this service offering and provides a unique proposition to not only identify and prioritize the targeted markets, but also introduce clients as required to hundreds of proven professionals from multiple disciplines including sales, technical support, marketing, engineering and possible re-sellers. Therefore, a company needs a talented “coach” that has the experience necessary to guide the client successfully through the many challenges and help the client avoid many pitfalls as they launch internationally. Appleton Greene
Service Methodology
Service methodology comprises 5 succinct steps.
The first step: Pre-consulting client engagement with key company executives to better understand the company culture, successes and failures to dates, perceived challenges, current solutions and services, competitive landscape and their 3-5 year plan. The focus of this step is to understand the company aspirations and the platform on which they can build an international business. Also, during this phase a through discussion of their targeted international markets and the basis for their current international preconceptions. Appleton Greene
The second step: Meet individually with the product marketing, sales, product support and technical support organizations to have an in-depth review by department of the products and services that are targeted to be a part of the international launch. During this phase a preliminary determination will be made to understand the scope of modifications to the marketing, sales, product support product support and marketing organizations. A thorough review of all relevant marketing collateral will made to determine a viable international product offering for the targeted markets. The output of this phase will be an estimated level of effort that will be required from marketing, sales, product support, technical support and product development, if any, to support a launch in the targeted markets. Appleton Greene
The third step: Chair consolidated group meetings with sales, marketing, product support and technical support organizations to seek alignment between all organizations. Appleton Greene
The fourth step: Consolidate all of the inputs and report to the senior management team where gaps exist and present the level of effort determined for a successful international launch in the prioritized and recommended target markets. A Gantt chart that includes all pre and post launch activities will also be presented and discussed. Appleton Greene
A fifth and final step: Present to senior management an on-going consultancy plan to assist with identifying international sales and support professionals for each target market. This will include the introduction of potential sales and support professionals and indirect channels including possible distributors, value added re-sellers and OEMs. Appleton Greene
Service Options
Companies can elect whether they just require Appleton Greene for advice and support with the Bronze Client Service, for research and performance analysis with the Silver Client Service, for facilitating departmental workshops with the Gold Client Service, or for complete process planning, development, implementation, management and review, with the Platinum Client Service. Ultimately, there is a service to suit every situation and every budget and clients can elect to either upgrade or downgrade from one service to another as and when required, providing complete flexibility in order to ensure that the right level of support is available over a sustainable period of time, enabling the organization to compensate for any prescriptive or emergent changes relating to: Customer Service; E-business; Finance; Globalization; Human Resources; Information Technology; Legal; Management; Marketing; or Production. Appleton Greene
Service Mission
The service mission is to help companies launch into international markets while minimizing the many risks inherent during the launch. Mr. Nelson has the unique experience and capability to coach multi-cultural hi-performance sales organizations to successfully launch into international markets, while keeping alignment with HQ professionals and goals. He combines this with a tactical plan to successfully prioritize and penetrate the agreed global markets. He also has an extensive contact base of professionals that are “known hi performance “ sales, marketing, support and re-seller professionals around the globe; therefore, he can assist a company to quickly launch internationally while minimizing risks. Appleton Greene
Many companies will not elect to have a direct sales organization from the onset of the launch due to the expenses involved. Therefore bringing to the client an extensive contact base of “high performing” professionals and enterprises that include industry professionals, distributors, value add distributors, value add re sellers and OEMs significantly reduces risk and speeds up an international launch. Appleton Greene
Launching internationally while minimizing risks requires corporate alignment, market knowledge, cultural awareness, fulfilling the market need or creating the need, access to industry professionals and well thought out pre-launch and post-launch execution plans. As a respected sales and marketing global leader with a large contact base, Mr. Nelson is a recognized for successfully launching multiple companies into N. America, Latin America, Asia Pacific, Europe and the Middle East and Africa markets, lowering the clients international launch risks. He has many global references from supervisors, professional colleagues, customers and re-sellers attesting to his knowledge and many successes of launching companies into North America, Latin America, Asia-Pacific, Europe and the Middle East and Africa. Appleton Greene
Mr. Nelson is an approved Senior Consultant at Appleton Greene and he has experience in globalization, management and human resources. He has achieved a Bachelors in Computer Engineering. He has industry experience within the following sectors: Telecommunications; Technology and Utilities. He has had commercial experience within the following countries: United States of America; Netherlands; France; United Kingdom; France and China, or more specifically within the following cities: Atlanta GA; Amsterdam; Paris; London and Beijing. His personal achievements include: established direct sales organizations globally; established indirect sales channels globally; first multi-million$ contracts in Saudi Arabia; first multi-million$ contracts in China and first multi-million$ contracts in Americas. His service skills incorporate: business expansion; sales process; globalization; strategic growth and executive leadership. Appleton Greene
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