Coming to Coming to AmericaAmerica

The TransSynergy Group – Dallas, The TransSynergy Group – Dallas, TexasTexas

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?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 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 For funding sources: package your ideaidea

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 Validate the market for your product 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 preparationFirst 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 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 PLANNext 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)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”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 planExecute 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?Consider Dallas?

Known for Telecom “The Telecom Corridor” Logistics Biotech High-tech

Consider Dallas?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?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?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?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?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 ItSell It

Retain It The Marketin

g Formula