At Consumer Stage we are now attending the last talk of the growth vertical E-commerce, Marketplaces and Classifieds today.
Julienne Ernst, International Growth Strategy and Sales Manager DACH from Google, speaks about chances and possibilities to grow your business internationally.
Ernst starts her speech with a bold statement: "I will share some of our earned insights of what it really takes, to succeed internationally."
On the example of Airbnb, who expanded internationally within a year, she explains that you need to be fast if you wanna go global.
Reasons for businesses failing to go international are according to her for 60% of exporters that they have a lack of access to relevant market information, for even 83% a lack of know-how on overcoming operational hurdles. It's key for success to overcome these problems.
Googles Market Finder is supposed to help with that. It analyses your website and finds markets, that would be suitable for your product, explains Ernst before she introduces Gastón Tourn.
He is the CMO of Bettzeit, a leading sleep tech player. He talks now about how his company grew international. They used Google market finder to find suiting markets but also did a lot of research on what message attracts costumers to buy the mattress.
"We have never left a market, if a market responds differently than we expected then we run new tests very fast", Tourn answers, when being asked, what he does if a new market doesn't work quite out for their product. "For example, we found out in tests, that the consumers of the US-market, which is very competitive, reacted way more interested in buying our mattress when we promised them a European sleeping experience - what that means for your marketing, is what you need to find out then."
Overall the most important factor when entering a new market is knowing your customer, his needs and wishes and adjusting your product as well as your marketing strategy to it.
"Be like a child: learning fast is something that you need to do when you just arrive in a new market. And don't be scared. Try and test things", Tourn summarizes.
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