Five things to get

right when expanding

into new markets

With

Elsita Meyer-BrandtHead of New Market Expansion & International Marketing,

Eventbrite

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

Action

Audit existing

customers. Where do

you see traction?

Analyse size of market.

Then, competitors and

growth potential. Pick

the low hanging fruit.

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

Action

How would you get

your first customer?

What would you need

to have in place to

service them?

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.

Action

Identify local partners.

Maybe even host

partner events.

4. When you get

there, move fast

“Be scrappy, make mistakes, and ask for

forgiveness.”

- Kevin Hartz, Founder, Eventbrite

Action

Ready, fire… aim!

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

Action

Record your learning!

Watch your competitors.

Constantly re-evaluate.

Go back to the first step.

Thank You