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Five things to get
right when expanding
into new markets
With
Elsita Meyer-BrandtHead of New Market Expansion & International Marketing,
Eventbrite
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1. Research the
opportunities
and prioritise
your markets
• Where are you customers, where are you
seeing traction?
• Don’t simply pick the biggest market, pick the
one with the most opportunity for growth
• "Ripeness Model" - population, urban density,
GDP, political stability, eCommerce, and mobile
and internet penetration
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Action
Audit existing
customers. Where do
you see traction?
Analyse size of market.
Then, competitors and
growth potential. Pick
the low hanging fruit.
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2. Plan in-depth
how you’ll enter
the market
• "We create an International Playbook, a manual
with instructions on how to enter a new
market"
• Include all the details you will need for all
departments: sales, marketing, finance,
product, legal, engineering and so on
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Action
How would you get
your first customer?
What would you need
to have in place to
service them?
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3. Prepare a long
way ahead,
through
partners!
• Be patient and lay the groundwork very early
• Start by developing the relationships with key
influencers and local partners.
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Action
Identify local partners.
Maybe even host
partner events.
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4. When you get
there, move fast
“Be scrappy, make mistakes, and ask for
forgiveness.”
- Kevin Hartz, Founder, Eventbrite
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Action
Ready, fire… aim!
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5. Keep learning • Markets change, so stay on top of what’s
happening
• Markets that looked ripe a few years ago could no
longer be viable, while other markets you didn’t
consider before could hold lots of opportunity
• Stay abreast of what your rivals are doing to
avoid getting beaten to the chase
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Action
Record your learning!
Watch your competitors.
Constantly re-evaluate.
Go back to the first step.
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Thank You