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Global Software
Global Software Program
Juhani SaukkonenExecutive Director, Global Software
Director, Software Forum, Technopolis
Global Software
What is Global Software?
Global Software is the most comprehensive
business development, marketing and networking
program for the leading Finnish
software intensive companies investigating or targeting
global markets with a focus on North
America
Global Software
Total 60 Companies Since 1998
Global Software
Short History
Pilot Software: 1998 to 2000, with 14 companiesGlobal Software I: 2001-02, with 30 companiesGlobal Software II: 2002-03, with 19 companies
Five year evolution from learning business and networking in the US to
professional coaching about global business and getting deals closed in the US.
Half of the participating companies have already closed deals in the US.
Global Software
Customer Testimonials
"By the end of Global Software II we had honed our value proposition and presentation. We also gained tens of new business contacts in the US, closed a major new partnership and attracted several US Venture Capital contacts to begin discussion on Ekahau's future funding."Antti Korhonen, CEO, Ekahau
“The insights Jutel gained about US Markets and Entry Strategies by participating in the Global Software program were crucial for closing the deal with 3i, a world leader in Venture Capital and private equity.”Jorma Kivelä, VP and co-founder, Jutel
Global Software
Highlights of this year’s program
Even more focus on Meetings with Customers, Partners and Investors in Your Industry
Partnering with Chasm Institute to Train ’How to Market High Tech Products in Global Markets
One to One Meetings with Industry Analysts
Three Phase Approach with Readiness Assesments
Worth $200 000 for your Company
Global Software
Global Software Management Team
Director’s in Finland Irmeli Lamberg - Helsinki Heikki Nuutila - Tampere Jussi Nukari - Jyväskylä Juhani Saukkonen - Oulu Petri Kinnunen –Oulu
Directors in the US Brenda Fox – Executive Director, Silicon ValleyKen Jacobsen – Silicon ValleyOwen Greeson - AtlantaSari Laitinen - MinneapolisVictor Vurpillat – Silicon Valley
Global Software
Funding & Sponsors
• Tekes provided funding for the planning and design of the 2003-2004 program
• Ministry of Trade & Industry provides funding for
Marketing, Phase I and final seminar in 2004• Local TE-Centres (Employment and Economic
Development Centres) fund Phases II and III• Program is sponsored by:
These Funding Sources & Sponsors make this program possible:
Global Software
The imperative for Finnish Software companies to Globalize
to be successful
High tech (like software) spending in Finland is under 0,5 % of
world wide spending
Global Software
Finnish high tech market (<0,5%)as a part of the global markets (100%)
Finland
Global Software
Example: Worldwide market 200 M€ and in Finland 1 M€
Revenue from Finland (M€)
Foreign revenue (M€)
Total revenue (M€)
Revenue from Finland (%)
Foreign revenue (%)
Global market share (%)
1 0 1 100 0 0.5
1 1 2 50 50 1.0
1 3 4 25 75 2.0
1 9 10 10 90 5.0
1 19 20 5 95 10.0
1 24 25 4 96 12.5
1 32 33 3 97 16.7
1 49 50 2 98 25.0
1 99 100 1 99 50.0
Global Software
Finnish high tech company is ”forced” to be global ?
10.002.001.000.50
5.00
83.33
0
10
20
30
40
50
60
70
80
90
100
0 50 60 70 75 80 85 90 95 99.4
Share of revenue (%) coming international from markets
Glo
bal
mark
et
sh
are
(%
)
Global Software
Worldwide software product markets in 2001 (€ 223 B) by some countries
(EITO2002, OECD IT Outlook 2002)
©Copyright 2002, Jussi Nukari. All rights reserved.
0
20000
40000
60000
80000
100000U
SA
Japan
Germ
any
UK
Fra
nce
Canada
Neth
erland
Austr
alia
Sw
itzerland
Sw
eden
Spain
Belg
ium
Denm
ark
Austr
ia
Norw
ay
Fin
land
Kore
a
Irla
nd
China IndiaIsrael
Global Software
0
1
1 0
1 0 00 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80
82.5
85 90 93 95 96
97.5 98.9 99.4 99.6 99.8
Glo
bal
mar
ket
shar
e (%
)
S h a r e o f r e v e n u e ( % ) c o m i n g f r o m i n t e r n a t i o n a l m a r k e t s
6 5 % 8 3 + %
9 8 + %9 7 %7 5 + %
1 5 , 7 %
2 , 2 %
0 , 3 5 %
0 , 1 6 %
0
1
1 0
1 0 00 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80
82.5
85 90 93 95 96
97.5 98.9 99.4 99.6 99.8
Glo
bal
mar
ket
shar
e (%
)
S h a r e o f r e v e n u e ( % ) c o m i n g f r o m i n t e r n a t i o n a l m a r k e t s
6 5 % 8 3 + %
9 8 + %9 7 %7 5 + %
1 5 , 7 %
2 , 2 %
0 , 3 5 %
0 , 1 6 %
Global market share of a software company ?Example: 33% market share at home (Finland, Sweden, UK, USA) market in
2001 (EITO2002) vs. share of revenue coming from international markets
Global Software
In order to be a viable company globalization is an imperative
To be successful means globalizing your high tech businessIf you don’t investigate US markets, you may miss the best opportunity Like SAP, a German origin company, became a market leader after entering the US marketsGlobalization will dramatically increase your chances for a successful exit strategy
Global Software
Global SoftwareGlobal Software
Accelerated Paths to Accelerated Paths to Global MarketsGlobal Markets
Global Software
Learn by DoingKey
Ste
ps
To Enter ATo Enter ANewNew
MarketMarket
Global Software
Key things you need to know to get ready for Global Markets
1. Where your product and services fit in that market? ( Better yet is there a market for you?)
2. Who are your customers and how do you reach them? (Do they want what you have to offer?)
3. Who are your competitors and potential partners? (How can you differentiate yourself?)
4. How to communicate a compelling value proposition? (So customers will buy from you!)
5. Do you have what it takes and are you ready?(If not what do you need to do to be ready ?)
Strategic Positioning
Marketing
Global Software
Key Steps in Global Software
Selling
Business NetworkingMarketing
Strategic Positioning
Closing Deals
Press & Analyst Tour
Global Software
Delivered in Three Phases
Phase Steps Dates & Locations
1 Getting Ready for Global Markets
December 3rd to December 12th
in Finland
2 Tailoring Business Strategy for North American Markets
January 19th to January 23rd in Finland
March 22nd to April 2nd in North America
3 One on One Appointments with Customer, Partner, Investor
June 14th to June 5th in North America
1 on 1 coaching thru graduation in September
Strategic Positioning
Marketing
Business Networking
Press & Analyst Tour
Selling
Closing Deals
Global Software
Phase I
Getting Ready for
Global Markets
Strategic Positioning
Marketing
December 3rd to December 12th in Finland
Global Software
Strategic Positioning & Marketing
Strategic Positioning
Marketing
Learn the principles and dynamicsof technology market development
How to identify the target customer and compelling reasons to buy (What do they want?)
How to analyze competition and position your product/service
Understand how to build your market strategy
Strategic Positioning
Marketing
Global Software
Strategic Positioning and Marketing
Based on the work of Geoffrey Moore
Strategic Positioning
Marketing
Global Software
Mark Cavender will join Global Software for Phase I and II
Mark Cavender is Founder and Managing Director of Chasm Institute
• Over 15 years of experience in enterprise software• Mark has a unique blend of strategic and tactical marketing skills coupled
with a strong background in software sales• Mark has worked with numerous leading enterprise software and
telecommunications companies such as Acterna, Business Objects, Hyperion, Lawson Software, Microsoft, Nextel, Nokia and SunGard as well as growing firms such as Docent, iManage, and Logility
• Prior to founding Chasm Institute, Mark spent 9 years with The Chasm Group, four years with Oracle Corporation, and before joining Oracle, he was Marketing Manager with J.D. Edwards & Co.
Strategic Positioning
Marketing
Global Software
How to exploit the Technology Adoption Life Cycle
and identify types of buyers
Pragmatists create the dynamics of high-tech market development.Pragmatists create the dynamics of high-tech market development.
Innovators Early Adopters
Early Majority Late Majority Laggards
TechiesTry it!
PragmatistsStick with the herd!
ConservativesHold on!
SkepticsNo way!
VisionariesGet ahead of the herd!
Strategic Positioning
Marketing
Global Software
How to identify market dynamics: the Early Market, the Bowling Alley,
the Tornado, and Main Street
Chasm
EarlyMarket
Bowling Alley
TornadoMain Street
Four Unique MarketsFour Unique Markets
Strategic Positioning
Marketing
Global Software
How to Plan a Market Development Strategy
DealDriven
MassMarketing
1 to 1Marketing
Product to ServiceMarketing
Niche MarketingNiche Marketing
Strategic Positioning
Marketing
Global Software
Strategic Positioning & Marketing
Strategic Positioning
Marketing
Learn the principles and dynamicsof technology market development
How to identify the target customer and compelling reasons to buy (What do they want?)
How to analyze competition and position your product/service
Understand how to build your market strategy
Market Research Data on your industry
Strategic Positioning
Marketing
PositioningPositioningSegmentationSegmentationMarket StrategyMarket Strategy
Global Software
Industry Market Research
Directors of Global Software will work with you to
1. Estimated Size of the market
2. Layout of Customers, Potential Channel Partners, Competition in your industry
3. Product look and feel for North American Markets
4. Pricing Strategies
for your Market
Strategic Positioning
Marketing
Global Software
Key things you need to know to get ready for Global Markets
1. Where your product and services fit in that market? ( Better yet is there a market for you?)
2. Who are your customers and how do you reach them? (Do they want what you have to offer?)
3. Who are your competitors and potential partners? (How can you differentiate yourself?)
4. How to communicate a compelling value proposition? (So customers will buy from you!)
Strategic Positioning
Marketing
Global Software
Telling your company story in 30 seconds!(the famed elevator pitch)
Directors of Global Software will work with you to:• Articulate your value proposition
(What problem, business need or pain do your products address and solve? What will the customers ROI be?)
• Package and present your story to be more appealing to a customer, partner or funding source(Elevator pitch, Executive Summary, 6 Slide Sales or Funding pitch)
• How to gage and follow up on the level of interest in your company
(Lead Management)
Global Software
Key things you need to know to get ready for Global Markets
1. Where your product and services fit in that market? ( Better yet is there a market for you?)
2. Who are your customers and how do you reach them? (Do they want what you have to offer?)
3. Who are your competitors and potential partners? (How can you differentiate yourself?)
4. How to communicate a compelling value proposition? (So customers will buy from you!)
5. Do you have what it takes and are you ready?(READINESS ASSESSMENT )
Strategic Positioning
Marketing
Global Software
Key deliverables of Phase I
Map showing customers, partners and competitors in your industry
Ability to develop a detailed 9-point strategy the Early Market and the Bowling Alley
BusinessNetworking
Press & Analyst Tour
Set of compelling company presentations
Readiness Assessment report
Global Software
Phase IITailoring your Tailoring your
Business Strategy ForBusiness Strategy ForNorth American MarketsNorth American Markets
BusinessNetworking
Press & Analyst Tour
Three PartsJanuary 19th to January 23rd in Finland
1 on 1 Coaching in February to prepare for the 1st Field Trip to North America
March 22nd to April 2nd in North America
Global Software
In Both United States
and Canada
Global Software
Steps to Tailoring Business Strategy
Business Networking
Press & Analyst Tour
BusinessNetworking
Press & Analyst Tour
Programs and tools for each phase of the sales cycle andhow to implement a marketing & sales strategy
How to generate new business even in an economywhen money is not budgeted by your customer
How to How to ImplementImplementMarket Market StrategyStrategy
Global Software
Implementing Strategy
Mark Cavender will be back to train and coach on:
Building a strategic frameworkFine-tune 9-point marketing strategyPlan go-to-market programs
Provocation-Based SellingUnderstand the change in customer
behavior and competition in a downturnUse proposals to your advantage
BusinessNetworking
Press & Analyst Tour
Global Software
Steps to Tailoring Business Strategy
Business Networking
Press & Analyst Tour
Learn the principles and dynamics of Public Relations (PR)
Begin to meet and leverage a business network in North America
Practice Delivering the right message to analysts like Gartner, Forrester, IDC
BusinessNetworking
Press & Analyst Tour
Programs and tools for each phase of the sales cycle andhow to implement a marketing & sales strategy
How to generate new business even in an economywhen money is not budgeted by your customer
How to How to ImplementImplementMarket Market StrategyStrategy
Go Live!Go Live!Start tellingStart tellingYour StoryYour Story
Global Software
Donna CandeloriManaging Director
Will Join Global Software for Phase II and prepare you for and orchestrate
a Tri City Press and Analyst Tour
Over twenty years of consumer and high-tech sales, marketing and communications experience
Agency experience includes A&R Partners, Franson, Hagerty & Associates and Saatchi & Saatchi Advertising
Corporate experience includes Sega of America, Silicon Graphics, Mountain Network Solutions and Ziff-Davis Publishing
Industry veteran with broad business and media contacts Manages select accounts; from strategic direction, to influencer
liaison, to material development and implementation
Shaping Decisions
BusinessNetworking
Press & Analyst Tour
Shotwell
Global Software
Jay ShotwellStrategist
Her partner will also join the program for Phase II
Founder and CEO of Shotwell Public Relations in Santa Clara for 20 years
Specializes in strategic, creative, and relationship development for emerging and established corporations within the computing and internet marketplace
Program development has led to market creation and branding, executive profiling, launch plans, the creation of PR tools, and building industry relationships
Held senior marketing positions at Ampex, Memorex, Condor Computing, National Semiconductor and TeleVideo
Shaping Decisions
BusinessNetworking
Press & Analyst Tour
Shotwell
Global Software
PR…What It Can Do For You
Exposure (Customer finds you)
Credibility (Better if someone else promotes you than you bragging about yourself In a noisy
market with a lot of competing voices)
Relationships(Analyst and editors are better connected than you are)
(Use them as conduits to people you want to meet and have a relationship with)
Shaping Decisions
ShotwellBusinessNetworking
Press & Analyst Tour
Global Software
Donna and JayWill help you Get Readyfor the PR Challenges
Telling a compelling story
Credible management
A product/service the market needs
Sustainability
Informative company website
Analyst references
Shaping Decisions
ShotwellBusinessNetworking
Press & Analyst Tour
Global Software
PR Checklist
Timing – Market, Product, Momentum
Credibility – People, Product, Customers
Product – Working Demo
Sources – Channel, Customers, Funding
Tools – Press Kit, News, Testimonials
Results – Ink, Sales, Customers, Partners
Shaping Decisions
ShotwellBusinessNetworking
Press & Analyst Tour
Global Software
Benefitsof the Press & Analyst Tour
Increases sales opportunities Gain product evaluation with key influencers Heightens impressions
(Awareness you exist) Foster third-party relationships Discover joint opportunities with new alliances
(Customer, Partner, Funding Sources) Accelerates return on investment
(Bigger bang for marketing $)
Shaping Decisions
ShotwellBusinessNetworking
Press & Analyst Tour
Global Software
Benefits Donna and Jay Bring to the Program
They keep an eye on the industry for our clients
Tracking trends– Marketplace, Competitors, Influencers
Researching opportunities
Monitoring perception
Analyzing news and competitive activity
Measuring results– Message accuracy, competitive gains, impressions
Shaping Decisions
Shotwell
BusinessNetworking
Press & Analyst Tour
Global Software
Phase II Deliverables
Market and Sales Strategy
Press Kit Materials
Press & Analyst Feedback &
Business Networking Connections
ReadinessAssessment Report
Polished Elevator Pitch & Sales Materials
Business Plan Review
Exposure to North American Business Practices
BusinessNetworking
Press & Analyst Tour
Global Software
You will exit Phase II with …
A Readiness Assessment report that you can discuss with your Board of Directors
and funding sources to ensure that your are ready for proceeding to Phase III of the
program
Global Software
Phase III
Customer, Partner, InvestorOne on One Appointments
Selling
Closing Deals
June 14th to June 5th in North America
1 on 1 coaching thru graduation in September
Global Software
Steps to Selling & Closing Deals
Selling
Closing Deals
Establish your business model(OEM, royalty deal, sell IP, Direct sales, Channel partner, or revenue share deal)
Identify Prospects
Set Appointments
Additional Networking Events
1 on 1 Customer, Partner, Funding source meetings
Selling
Closing Deals
Global Software
Discover your Business Model
First hand experience with North American business practices
Establish your business model – OEM, royalty deal, sell IP, Direct sales, Channel partner, revenue share deal
In a market that is 90 times larger than Finland’s!
Selling
Closing Deals
Global Software
Lead Generation and Appointments
Appointments and presentations with real customers, partners and funding sources in your target market
Deliver your message and value proposition to a North American customer, partner or funding source
Which will lead to further validation of your product, value proposition, positioning, competition, business model and sales/marketing strategy
Selling
Closing Deals
Global Software
Business Plan Competition
Global Software has partnered with a Leading Calgary VC who has invited the companies in Phase III to participate in their business plan competition
Potential Additional Investment to fund your globalization
Selling
Closing Deals
Global Software
Business Connections
Introductions to 100+ key business contacts and insights into North American business expertise
Entreprenuers and Advisors in your industry spacePR, Marketing & Sales ProfessionalsLawyers & AccountantsRecruiters & Government OfficialsPotential employeesBusiness Angels & Venture Capitalists
Selling
Closing Deals
Global Software
Business Connections
Executive briefings from major companies setting the market trends in North America
Peer to Peer enhanced learning, additional new business and partnering opportunities through peer to peer business networking events in North America
Selling
Closing Deals
Global Software
Phase III Deliverables
Lead Generation and Appointments
Business Model
Launch Strategies
Customer, Partner, Investor Contacts
Peer to Peer Business Alliances
Potential VC Funding
Goal is to Close a Deal
Selling
Closing Deals
Global Software
Reduce the cost, minimize the riskand Improve the success rate
to entering the North American Market
Global Software
Global Software
ProgramProgramDeliverablesDeliverables
Readiness Assessment Report 6 Slide sales or funding pitch Executive Summary Elevator Pitch 9 Point Market Strategy Industry Market Research
Readiness Assessment ReportBusiness Plan ReviewBusiness Networking ConnectionsExposure to NA Business PracticesPress & Analyst FeedbackPolished Elevator PitchSales MaterialsSales Strategy
Potential VC FundingPeer to Peer Business AlliancesCustomer, Partner, Investor ContactsLaunch StrategiesBusiness ModelBusiness Plan ReviewLead Generation and Appointments
Goal is to Close a Deal
Global Software
Testimonials ’ The GSW program gave us the best
possible contacts in our industry. This has opened the doors for us to the US- and other markets as well.’
‘There are things, you can't learn from books. One of those things isdoing business in US. GSW gave me an excellent insight experienceabout it and I warmly recommend that Finnish SW companies join the GSWprogram as well.’
Jyrki EklundCEO, Fitware Oy
Kauko Väinämö CEO, CIM Networks Oy
Global Software
Ajatuspaja, Kimmo Laakkonen
I am not a fan of listening lectures. When I participated in the Introduction seminar of the previous Global Software,I got the feeling, that GSW offers all the insights using "learning by doing" method. I was right. The program was really concrete and it gave me the opportunity to understand how successful American businessmen think and operate.I was really happy to meet 100+ business practitioners not only from America but also from Finland. During the GSW program Ajatuspaja changed its business model and the way of doing business. The change was really radical. Earlier we were selling software to customers. Now we are solving customer problems. We know how to articulate ROI and increased productivity in customer's business case. Our new way of doing business suits very well also for doing business in Finland. Our HQ is in Jyväskylä. We have office also in Oulu and we are opening our Helsinki office in November 2003. We have almost doubled our workforce since we started Global Software program. I believe that the future offers lots of new business opportunities for us both in Finland but also internationally. Now we are much better equipped for these future challenges. I recommend this new Global Software program to all Finnish high tech startups. If you are active, this process can really make the difference.
Global Software
Niko Frilander, COO, Idean Research Ltd.´For Idean Research, Global Softwareprogram has given a lot. After the program we have better presentation materials, new marketing attitude and several important contacts in the US (and in Finland as well). It is also easier in many ways to meet new challenges in international business environment.`
Global Software
‘Global Software was a comprehensive and encouraging learning experience for Solita. In addition to gaining insight into how to do business in the US, it really pushed us hard to develop our overall strategy and marketing skills. Now we are extremely better prepared to enter the US market.’
Heikki HalmeCEO, Solita Oy
Global Software
Participation in the programYour Investment Investment per company
by the Government & EUPhase I: 1 500 eur Phase I: 6 000 eurPhase II: 6 200 eur Phase II: 17 600 eurPhase III: 8 100 eur Phase III: 22 900 eurThe participation fees are for two persons per company. In phases II and III participation fees also cover the travel costs and accommodation in North America.
This is a mutual effort! Government & EU invest in you andexpect you to commit and invest your time in the program.
FILL THE APPLICATION FORM ON http://oyt.oulu.fi/globalsoftware BY OCTOBER 31st
Global Software
Apply Today!