5 rules of international
expansion
By Danica Brinton
Director, International Strategy and Localization, Linden Lab
Consultant, Apple, Inc.
Scope
New technologies and new media
 iPod
 iTunes
 Ask.com
 Second Life
 iPhone
Rule 1: Plan well – select target markets
• Opportunities /
threats
• PR ecosystem
• Potential
partnerships
• Social policies,
geo-political
situation, culture
• TM
• Labor laws
• Licenses
• Tax system
• Currency
• Banking / payments
Market
research
Current
penetration
Local
Regulations
Rough LOE
• Brand awareness
• Brand
perception
• User base
• Domain name
• Any existing
partnerships
• How hard is it to
localize your
product?
• Scope?
• Expertise?
New markets in the new media
Traditional Tier 1
markets:
France
Japan
Germany
Canada
Traditional Tier 2
markets:
Spain
Netherlands
Italy
Australia
Traditional Tier 3:
Denmark
Finland
Norway
Sweden
China, Hong Kong
Korea
New high-tier contenders:
China
India
Brazil
Turkey
Poland
Portugal
Arab world
Malaysia
Russia
Mexico
Argentina
Chile
Colombia
Israel
Indonesia
Hungary
Czech Republic
Greece
Romania
Rule 1: Plan well – business plan for selected
markets
Deep market analysis
• Competitors
• GTM strategies for
other global entrants
• Future market
potential
• Segmentation
• Investment level /
ROI
• 2-yr plan
Company-wide
commitment
• Resources
• Processes
• Budget
Rule 2: Focus on your product!
• Attractive to global audience?
• Attractive to specific market audience?
• Monetization model / pricing
• Tracking
Features
Documentation
• Customer Service?
•
Help
Process
Resources
• Roadmap?
• Globalized PRD’s?
• Maintenance Plans
• Organization
• Development Resources
Local payment methods and local currency
Boleto Bancário
BPay
Carte Bleue
Cash (through the mail)
cashU
CertaPay (Interac)
Check (by fax)
Click2Pay
Visa, MasterCard, American Express
Diners
Debit Card
myCitadel Wallet
NextPay
Nordea
Paymate
PayPal
PayPoint
paysafecard
Paysbuy
POLi
Recurring Direct Debit
RuPay
TravelersExpress MoneyGram
Easecard
Ecapay
eCheck (one-time direct debit)
eNets via Moneybookers
EPS/Netpay
Ficha RAP by ACTeCASH
Giropay
hyperWallet
iDeal
ING Home’Pay
INOCard
InstaDebit
JCB
Laser card
Maestro
Mister Cash
Mobillcash -- mobile phone billing
MOLePoints
Money Order or Cashiers Check by Mail
Moneybookers
Moneymail
UAH iMoney
UDPay
WebMoney Transfer
Western Union QuickPay
Yandex Money
Ultimate Game Card™
Bank Transfer
Direct Debit
Th!s
Todito Cash
Wallie-card
IPS
Snap
Sofortüberweisung
Solo
Ukash
Visa Delta/Debit
Visa Electron
Rule 4: Internationalize!
Product
architecture:
- Databases
- Platform
- Framework
- Localizable
strings
- Server-side
messaging
Website:
Infrastructure:
-Data
centers
Presentation
layer:
- UI design
- Content
editorial
- Design
- Packaging
- Navigation
- Collateral
- Cookies,
- Settings
- SEO
Rule 4: Localize well!
Tier system / Per-locale ROI
Inventory of localizable assets
Start small
Monitor process
Localization Model
Community Groups or Solution Providers?
Content editorial
Fully localized experience
Rule 5: Engage your influencers
Bloggers, TV
personalities,
Industry Pundits,
industry-specific
publications
Main-stream media
with globally relevant
case studies
Trade shows,
conferences
Local representation
/ PR agency
Early adopters
Free trial,
sweepstakes,
contests
Product placement
In summary
Plan well
Focus on Product
Internationalize your offering
Localize your offering
Engage your influencers
Q&A
Danica Brinton
Director, International Strategy and Localization, Linden Lab
Consultant, Apple, Inc.
Danica@LindenLab.com