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.