How We Did It: Two Approaches for Expanding Abroad
(Room Ballroom C)
07 Jun 17
3:15 PM
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3:45 PM
Expanding overseas brings a boatload of decisions surrounding product offering, marketing strategy, operations and whether to partner with locals or go it alone. I See Me!, a purveyor of personalized children’s books, entered three new markets in late 2016 (United Kingdom, France, China) via two business models to determine which works better. This session will outline the advantages and disadvantages of marketing directly to consumers in other countries versus working through local distributors, hosting the website yourself or outsourcing it, whether modifying product to suit local consumer preferences was worthwhile and lessons in operations and customer service tailored to different international markets.