Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch?

Transcription

1 Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch? Thomas Neubert Born, raised, educated in Germany, NRW Paderborn Mktg. Director Orchid Inc. (Duesseldorf) VP/GM ELSA Inc. (Aachen) Founder GB Communications President Twirlix (Frankfurt) Interim VP for multiple companies VP Business Development - Fox Technologies (SAP) 03 VP Business Development - FVC Inc. (Siemens) VP Sales/Strategic Accounts Vidyo Inc. 06 present Initial traction in Europe (Germany, Israel, Turkey) Japan tneubert@gmail.com

2 Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch? German Market Dynamics Retail-Internet-OEM-Service-Distribution? Product Development Schedule Local conferences/exhibitions Pricing structure Support/Service requirements Warrant/Customer service US Customers and Market Dynamics are different in most cases

3 Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch? Market Research Google Linked-In etc. Analysts Reports (market and competitive analyses) Research Databases Conference websites GACC / DIHK Visiting Regions network GREAT!! We have all the FACTS, lets go

4 Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch? Challenges that almost everyone underestimates!! PEOPLE BY FROM PEOPLE CULTURAL DIFFERENCES

5 Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch? PEOPLE Globalization lead by Executive Management/CEO Separate, dedicated budget Find local qualified people that fit People changing jobs more often It takes time don t give up too early Culture THIS IS GREAT! (they actually mean it) Horizontal versus vertical management structure Aggressive marketing versus facts Service expectations versus quality only

6 Markteintritt USA Kopieren der heimatlichen Erfolgsformel reicht nicht aus oder doch? Because Germans have such close relationships with the American people, we THINK we KNOW them If none of this makes sense or is not tengable enough, please remember just two things : Whatever you do in the US would you do the same in JAPAN? Communicate Communicate - Communicate

7 GABA Facts Structure Members Supporter s Events People Non-profit organization, founded in 2003 Financed solely by membership and event fees, sponsorship income and donations 250 paying members and growing! Corporate as well as individual members Mailing list of over 3500 contacts Large Affiliate Network within California Collaboration with German Government Institutions (German Consulate, GACC, Invest in Germany, ) More than 30 events per year Over 2000 attendees in 2007! Outstanding panel speakers and moderators 2 Part-time staff members 1 Part-time Webmaster 9 Board members 17 Industry Experts, who volunteer as Industry Group Chairs 15 Local Chapter Board members Countless volunteers in California as well as Germany page 7

8 GABA Industry Groups Women in Business Linda K. Cleary, Mindjet Clean Tech Philipp Kunze, Solaria Gopal Shankar, ib vogt Olaf Groth, Global Business Network VC & Entrepreneurs Sven Weber, Cipio Partners Ram Srinivasan, Wellington Partners Oliver Hanisch Life Science Ulrike Ruppelt, DES Architects + Engineers Birgit Jaitner, Scientist, XOMA Media & Entertainment Achim Hoelzle, FeldbergPacific Florian Brody, GenieTown Inc. GABA Events: Industry specific topics Excellent speakers Up to date information from experts Automotive Thilo Koslowski, Gartner, Inc. Telecommunication Daniel Kellmereit, Detecon, Inc. Gerald Host, Nokia Siemens Networks Human Resources E.J. Dieterle, YES Partners Jennifer Vessels, Next Step Software & IT Gunther Hofmann, The Brenner Group, Inc. page 8

9 GABA Events All GABA events are being organized by the GABA Industry Group Chairs. These volunteers are leading experts in their business industry and are helping GABA to recruit outstanding panel speakers and moderators. Alone in the San Francisco Bay Area GABA organizes more than 30 events per year and attracts approx. 2,000 people per year to attend the events. On average 60 to 100 people attend a GABA industry focus event. page 9

10 Event Highlights Global Players: What does it mean to be green? - February 13th, 2008 Exclusive Sponsor: Lufthansa Speakers: BMW, Google, Lufthansa, PG&E Host: Google Organized in cooperation with the MIT Alumni Club Clean Tech Group Sold out event with 200 attendees! It was absolutely phantastic and inspiring. "Fabulously well orchestrated. Thanks so much." Financial Outlook 2008 at the German Consulate in San Francisco - December 4th, 2007 Sponsor: Fish & Richardson Speakers: Citi Bank, Wellington Partners, KL&Gates, Host: German Consulate, San Francisco Held every year at the Christmas decorated German Consulate on Jackson Street Sold out event with 100 attendees! Solar Power: Achieving Cost Competitiveness - September 25th, 2007 Sponsors: KL&Gates, Invest in Germany, Roth&Rau, m+w zander Speakers: Q-Cells AG, Solaria, Roth&Rau, m+w zander, Signet Solar 2nd annual Clean Technology Industry Group event at the US Solar Power Conference Supported by SEMI, TiE, Invest in Germany and GACC San Francisco page 10

11 GABA Members GABA members represent all facets of the international professional business community including high-tech and life science firms, trade specialists, bankers, venture capitalists, insurance, government officials, attorneys, translation firms, marketing firms, consultants, and entrepreneurs. A large number of members are holding senior level position within their companies or work on executive level. GABA also manages a mailing list, which contains more than 3,500 contacts within the German American Business Community. This mailing list is a major source for event attendees and potential new GABA members. page 11

12 The GABA Network GABA has built an extensive network among partner associations, German government related organizations and other Government Organizations: German Government Organizations Other Government Organizations GABA Affiliate Network German Consulate, San Francisco Invest in Bavaria Berlin Partner Invest in Germany Bundesagentur fuer Aussenwirtschaft Heidelberg Economic Development Agency (HEDA) German American Chamber of Commerce (GACC) And more Swiss American Chamber of Commerce Business Association Italy America French American Chamber of Commerce British-American Business Council And more TiE (The Indus Entrepreneur) MIT Alumni Club SVASE (Silicon Valley Association of Startup Entrepreneurs) SVC Wireless (Silicon Valley- China Wireless Technology Association) CITD (Centers for International Trade Development) SiliconFrench Hispanic Net NET-IP SIPA (Silicon Valley Indian Professional Association) And more page 12

13 The GABA Online Community GABA utilizes a number of different online communities in order to enable all GABA members and beyond to connect and network. These online communities are also an important marketing tool for GABA GABA German Stammtisch Virtual Community focused on the Bay Area with over 1600 members GABA LinkedIn Group Business Networking Group with almost 350 members, GABA Members only Munich 29.5% Berlin 6.7% Hamburg 2.4% Socal 0.4% Bay Area 61.0% GABA Stammtisch Members 2007 GABA Xing Group German Business Networking Group with 620 members GABA Mailing List More than 3,500 contacts within the German American Business Community This mailing list is an important marketing tool for GABA.