Coming to America

The TransSynergy Group – Dallas, Texas  Donna Hegdahl, CEO & president  Finnish grandparents  Grew up in high-tech  Passion for helping entrepreneurs with marketing  Antti Eravaara, VP of International  Finnish  Lived in America for 8 years  High-tech experience US & Europe  Passionate about helping Finnish companies succeed in North America

Who are you?  Global Software Program Participants  Education & preparation  Entrepreneurial guidance  Cultural differences  How do you compare to US entrepreneurs  Pursue the American dream  See it all around them  May or may not be prepared  Many resources available

Now what? The Money Chase  Funding Sources  VC (700+ in US)  Angel  Investment Banker  Traditional Bank  Incubator (tech & business) --or--  Self fund “the bootstrap method”  Plan for ROI to keep it going

For funding sources: package your idea  You are one of many  Speak the language of the money guys  Do your homework  The most important sales presentation, expect multiple versions, differing advice  Long road (6 to 12 to 18 months)  Check references  Relationships “rule” ask for introductions  Sell solution to a pain

Validate the market for your product  Key step for either approach  Demonstrate the viability of your product here, even if it’s selling elsewhere  Consider a beta test prior to market launch  Successful pilot - By the numbers: Market test - Testimonials - Case Studies  Need to fund your pilot

First steps of preparation  Establish US entity  Protect your IP  US bank account  US accounting system  US address (not a PO Box)  US telephone & fax  Import, warehouse & ship product

Marketing preparation  Corporate identity  Name – appropriate for US  Logo – same or different than Finland  Business cards/letterhead/envelopes  Create US sales materials  Brochure and other materials  Web site or “subsite” with US focus

Next steps LAUNCH PLAN  Identify a TARGET  Prepare a timeline  Look for launch events  PR launch (media)  Trade show or conference  Industry event  Multi-touch campaigns  Quarterly campaign  Direct mail  Advertising  Develop reference accounts & testimonials

Next steps Launch Plan (continued)  Line up “people resources”  Sales person or team for follow-up  Technical support plan  Speak English  Available in US time zones

Find a TARGET and create a “win”  Identify a small target group to minimize costs & resources  Geographic  US is huge  Where is concentration  Addressable niche  Trade association  Cluster of affiliated companies  OEM  Distribution or reseller  Research top options  Look at competition

Execute your plan  Plan for 6 to 12 months, maybe 18 to 24  Why?  Buying cycle of decision-makers  No one wants to risk being first  Due diligence on you as a new player  Compare you with competition  Wait and see if you “stick”  Option:  Run a beta test first

Consider Dallas?  Known for  Telecom “The Telecom Corridor”  Logistics  Biotech  High-tech

Consider Dallas?  California is losing it’s edge  40% of companies plan to move jobs out  35% sending jobs to Texas (vs. RoUS & RoW)  Texas has become #1 competitor  Availability of educated labor pool  Low cost of doing business  Texas is welcoming to businesses  No regulatory hassles  Central location – lower travel costs & time  Lower total cost of doing business

Consider Dallas?  Middle of the country  CDT time zone, easy to call both coasts  DFW Airport, accessible to any place in world  Strong economy  Cost of living  Labor  Housing  Attractive weather (?)  Little or no snow but hot in summer

Consider Dallas?  “Can do” attitude  Supportive to entrepreneurs  Resources available to support startups  Professional services (attorneys, accountants, consultants, executive search firms)  Funding sources (VCs, angels, private investment groups, banking community)  Networking organizations (chambers, Metroplex Business Council, MIT Venture Forum, Southwest Venture forum, CEO Roundtables, IAMCP)

Consider Dallas?  Nokia US headquarters  Finnish community  Finnish suppliers  Finnish American Business Guild  2 years old  Plans to be Finnish American Chamber of Commerce  Mentoring relationships  Social activities  Crawfish party in March  Finnish Independence Day Gala in December

Why TransSynergy?  Finnish and American resources  Known for high-tech focus  Known for helping entrepreneurs  Lower cost than typical “agency”  Long experience in helping high-tech  Provide marketing, PR and virtual office services  Hands-on even with strategy  Network of resources

Position It Tell It Offer It Sell It Retain It The Marketing Formula