The Framework for selling your software in another country
The framework for selling your software in another country aims to maximize the succesrate when software companies want to enter a new market. The framework is meant for CEO, CSO, CMO of software-, IT- and OT- companies who want to sell their software in another country or another market. The framework consist of the courses “How to find a Best Buy Market”, “How to design a Best Buy Market”, How to prepare for Software Export”, “How to improve Software Sales”. With these courses the framework aims to prevent the 8 most frequent pitfalls of software export an it helps to aply the 8 TODO’s to be succesful in software export. More information about the courses can be found in the links below.
8 TODO’s to be succesful in software export
- Be as informed as possible, up-front
- Enter new countries in the right sequence
- Consider 16 strategies for market entrée
- Develop a Replacement Sell Strategy
- Create a profile of the “They have nothing” competitor
- Choose between finding and designing a market
- Be prepared for the replacement market
- Balance Innovative products and cash cows.
8 MOST frequent pitfalls in software export
- postponing when alternative strategies are available
- no or incorrect selection criteria for the new market
- not enough focus
- adapt but no-adapt
- no repositioning
- not enough uniqueness
- hopping
- expectations
About the framework
When software companies enter new markets they tend to follow the phases presented in the graph below. When results are less than extented they will hop to the news “uninformed optimism”. As a result all efforts and expenditures in sales and marketing are lost. The framework aims to prevent this by offering as mutch usefull information as possible to change your starting position from “uninformed optimism” into “informed optimism”, up front. Coming prepared is a significant succes factor as well. The framework adresses this as well.
Another important succes factor is related to the selection criteria that software companies tend to use when they consider a new country to go to. The framework offers better selection criteria and country specific information that wil enable you to compare different countries and industries.
- Which countries are too soon or too late to enter
- In which market will my product be the best buy in the market
- In which market will the sales and marketing efforts be most effective
16 strategies for market entry are presented. These strategies will help overcome the obstackles which prevent an organisation from starting with export now.
Last but not least multiple optimisation and improvement tools are offered to bend the curve into an upwards growth curve. These tools are especially handy when companies have entered the valley id despair.
Instructor
Arthur Scholten is the author of the Franework “How to start selling your software in another country”. He has over 10.000 hours experience with helping foreign software commpanies enter the market in the Netherlands. He has provided guidance and advice and has hands-on experience resulting in new clients, partners, tech-partners, references and take-over candidates for the respective principles.
