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Identify Key Markets

This phase identifies countries and distribution channels that have the potential to generate sustainable free cash flow and/or EBITDA growth, in alignment with corporate and product strategy. The deliverables created in this phase facilitate board and senior management discussion around key markets for consideration, and a set of strategic hypotheses for agile refinement during future phases of the project.

Objective

Identify the key markets where the company can materially grow free cash flow.

Phase 1

Identify Key Markets.

Deliverable

Presentation of Target Countries with relevant qualitative/quantitative data supporting rationale for each country.

CEO & Board

Establish governance framework for international expansion.

Corporate Strategy EVPs & SVPs

Align international expansion strategy with corporate strategy.

Product, Sales & Marketing VPs

Establish criteria for target country identification in alignment with Corporate, Product & Customer Acquisition Strategy.

Directors & Managers

Analyze qualitative/quantitative research and build presentation supporting entry-rational for each country.

Research & Analysis Team

Gather and present qualitative/quantitative research with a set of preliminary product/market fit insights for each country.

Time Frame

2-3 Months

Work Products

1. Program Plan    2. Governance & Strategic Alignment Framework   

3. Qualitative/Quantitative Research Findings    4. Product/Market Fit Insights

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Research Competitive Position

This phase explores a set of hypotheses around the competitiveness of your products/services in the key international markets identified for growth. The deliverables created in this phase facilitate board and senior management discussion around the capacity and capability of your team to support sustained growth by establishing a superior and well-differentiated position in each market.

Objective

Identify the key competitive advantages that can deliver sustained growth in each market.

Phase 2

Research Competitive Position.

Deliverable

Presentation of competitive dynamics in target countries based on Porter’s Five Forces Model of Competition.

CEO & Board

Establish governance framework around capacity and capability to compete in each target country.

Corporate Strategy EVPs & SVPs

Align competitive strategy for target countries with strategic priorities and competitive strategy in core markets.

Product, Sales & Marketing VPs

Identify gaps in capacity and capability to win in each target country.

Directors & Managers

Analyze qualitative/quantitative research and build presentation supporting competitive strategy for each target country.

Research & Analysis Team

Gather and present qualitative/quantitative research with a set of preliminary competitive advantage insights for each country.

Time Frame

2-3 Months

Work Products

1. Governance & Strategic Alignment Framework     2. Qualitative/Quantitative Research Findings     3. Competitive Insights for each Target Country

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Refine Market-entry Strategy

This phase facilitates discussions to evaluate the pros and cons associated with multiple different entry approaches for each market based on organizational capability and capacity e.g. M&A, direct entry, strategic partnerships, venture investments, traditional distributor model, franchise model etc.

Objective

Refine market-entry strategy based on organizational capability and capacity.

Phase 2

Refine Market-entry Strategy.

Deliverable

Presentation of strategic options for Market-entry into each country.

CEO & Board

Establish New Markets Committee comprised of 2 – 3 Directors and draft a Charter that includes the committee’s purpose and responsibilities.

Corporate Strategy EVPs & SVPs

Refine market-entry strategy for each country balancing strategic priorities with prior organizational experience with international expansion, current capabilities and capital/resource capacity.

Product, Sales & Marketing VPs

Identify barriers to entry in each target country and develop short/long-term hypotheses for gaining market share by overcoming the competitive gaps identified in Phase 2.

Directors & Managers

Analyze qualitative/quantitative research and present pros and cons of different options for market-entry into each country.

Research & Analysis Team

Gather and present qualitative/quantitative research with a set of preliminary market-entry insights for each country.

Time Frame

2-3 Months

Work Products

1. New Markets Committee Charter     2. Qualitative/Quantitative Research Findings

3. Market-entry Insights for each Target Country

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Develop Innovative Partnerships

This phase explores innovative strategic partnerships that help accelerate the market-entry strategy for each country while minimizing risk, and increasing capital efficiency.

Objective

Identify strategic local partners that can leverage your products/services to gain a disruptive competitive advantage.

Phase 2

Develop Innovative Partnerships.

Deliverable

Presentation summarizing innovative strategic partnerships that increase capital efficiency and lower risk.

CEO & Board

Evaluate strategic partnership options and make recommendations to management based on comparable lessons-learned from other companies where Board members have experience with innovative/disruptive partnerships.

Corporate Strategy EVPs & SVPs

Short-list options for innovative partnerships based on strategic corporate priorities.

Product, Sales & Marketing VPs

Leverage intelligence from customer/partner conversations to identify innovative partnerships that are a symbiotic fit for integrating into product development roadmap, or provide a disruptive sales and marketing advantage, in alignment with corporate strategy.

Directors & Managers

Analyze qualitative/quantitative research and present business cases for innovative partnerships that accelerate execution of the competitive strategy for each country, in alignment with corporate strategy.

Research & Analysis Team

Gather and present qualitative/quantitative research with a set of innovative partnership insights for each country.

Time Frame

2-3 Months

Work Products

1. Strategic Partnership Options     2. Qualitative/Quantitative Research Findings

3. Innovative Partnership Insights for each Target Country

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Pursue Anchor Oppurtunities

This phase facilitates the deployment of tactical teams to evaluate and pursue a selective list of opportunities for each target country.

Objective

Conduct business development activities and qualify active opportunities in alignment with market-entry strategy.

Phase 2

Pursue Anchor Oppurtunities.

Deliverable

Presentation summarizing a qualified list of opportunities and strategic rationale for each.

CEO & Board

Strategy, Governance & Oversight.

Corporate Strategy EVPs & SVPs

Evaluate Anchor Opportunities based on alignment with corporate strategy and strategic hypotheses for each target country.

Product, Sales & Marketing VPs

Prioritize opportunities based on accretive and/or strategic M&A, venture investments, product integration partnerships, business/market development alliances etc.

Directors & Managers

Hypotheses for each opportunity: Strategic & Tactical considerations, Risk profile, Capital and cost implications, Operational considerations, Talent utilization, Technology Integration, Cultural fit and progress monitoring dashboard.

Research & Analysis Team

Gather and present qualitative/quantitative research with a set of opportunity insights for each country.

Time Frame

2-3 Months

Work Products

1. Anchor opportunity summaries     2. Qualitative/Quantitative Research Findings

3. Opportunity Insights for each Target Country

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Invest Incrementally

This phase explores multiple different investment options for each market based on organizational capability and capacity e.g. M&A, organic growth investments, CVC participation, JVs etc.

Objective

Plan and execute a milestone based investment roadmap.

Phase 2

Invest Incrementally.

Deliverable

Presentation summarizing investment options in alignment with international expansion strategy.

CEO & Board

Strategy, Governance & Oversight.

Corporate Strategy EVPs & SVPs

Define investment roadmap and milestones based on alignment with corporate strategy and strategic hypotheses for each target country.

Product, Sales & Marketing VPs

Prioritize investment opportunities and milestones based on risk and timing of contribution to free cash flow.

Directors & Managers

Draft investment case roadmap and recommendations for each opportunity summarizing capital allocation, resource requirements and costs, Revenue/ROI/FCF milestones, strategic benefits, appraisal of options and recommendations, assumptions/dependencies, risk and sensitivity analysis, and Timelines.

Research & Analysis Team

Develop investment models based on research and data gathered in prior phases.

Time Frame

2-3 Months

Work Products

1. Investment case presentations for each opportunity in each country.

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Manage Risk & Scale

This phase facilitates collaboration between P&L leaders and the Corporate Risk Management department to develop a risk management plan for each market, and scale selective opportunities.

Objective

Implement Risk Management Plan & Opportunity Scalability Plan based on Investment Case Milestones.

Phase 2

Manage Risk & Scale.

Deliverable

Risk assessment and sensitivity analysis for all options to scale or exit.

CEO & Board

Risk Management Committee’s evaluation of compliance within the company’s global risk management framework, and impact on International Expansion Program Strategy, Governance and Oversight.

Corporate Strategy EVPs & SVPs

Align international expansion program strategy with company’s global risk management framework and make scalability recommendations based on achievement of investment case milestones.

Product, Sales & Marketing VPs

Refine risk management plan for each opportunity in each target country based on adjustments to risk and sensitivity analysis.

Directors & Managers

Update risk and sensitivity analysis from prior phases based on progress towards achieving investment case milestones.

Research & Analysis Team

Update risk models based on current research and data associated with country risk, product/partner/customer risk, internal capacity/capability risks, and other macro/micro risks.

Time Frame

2-3 Months

Work Products

1. Risk management plan presentations for each opportunity in each country.

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Facilitate Global Collaboration

This phase is focused on executing a sustainable global collaboration plan that helps prioritize qualified opportunities in each market, and allocating product or shared services resources to win/grow these opportunities.

Objective

Implement, Measure & Monitor Global Collaboration Plan.

Phase 2

Facilitate Global Collaboration.

Deliverable

Presentation summarizing global collaboration plan.

CEO & Board

Strategy, Governance and Oversight.

Corporate Strategy EVPs & SVPs

Align International Expansion Plan with Global Collaboration Plan to maximize synergies.

Product, Sales & Marketing VPs

Refine global collaboration plan for each product, account and opportunity.

Directors & Managers

Develop and execute global collaboration plan with focused activities for identifying cross border synergies, improving cultural intelligence and negotiating tactics, building trust amongst internal and external collaborators, overcoming language and physical distance barriers and aligning with a unified global strategy that accelerates localized execution.

Research & Analysis Team

Provide best practices research and insights for a global collaboration plan that is aligned specifically with the organization’s International Expansion Program.

Time Frame

2-3 Months

Work Products

1. Collaboration Plan for each opportunity in each country.

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