globalEDGE Blog - By Tag: market-entry-strategy

By some accounts, moving is ranked as the third-most stressful event a person can experience, after death of a relative and divorce. Two Men and a Truck started as an after-school business (Video: The Story of the Stickmen) for two high school boys in Lansing, Michigan. As a small business focused on local moving services, the company began in 1985 with $350, a hand-drawn logo, and an advertisement in a local community newspaper.

In 1989, Melanie Bergeron, the daughter of founder Mary Ellen Sheets, opened the first franchised office of Two Men and a Truck in her hometown of Atlanta, Georgia. Melanie is now board chair, with Brig Sorber as the chief executive officer and Jon Sorber as executive vice president. Randy Shacka, who joined the company as an intern in 2001, was promoted in 2012 to president, and Brant Hartle is the Chief Financial Officer. Shacka is the first president of the company who did not come from the family.

Two Men and a Truck is no longer “two men and a truck.” The company has grown both domestically and internationally to most of the United States and some 380 locations worldwide.

The traditional model for young start-ups has been to establish a foothold in the United States for a couple years, before branching out to Europe and Asia. These traditional models are out of date and only constrict your company's growth potential.

The United States used to be worth twice as much as Europe and three times that of Asia. Times have changed though; the world is becoming one market, a global market. The language of this global market is currency, which can take on multiple forms, but it's uniting all. If you aren't doing business in Europe and Asia, that's 2/3's of your potential revenue streams you are missing out on.

The theory that the internet has greatly lowered barriers to entry into many markets is well established. Many companies have greater access to distribution channels coupled with low capital costs to start up a business in the 21st century. You can add another advantage of doing business in the digitized age: Big Data.

In a continent where the Internet is scarcely available, computers are often too expensive to buy, and online business transactions can be extremely complicated to conduct, Africa is experiencing an upwelling in mobile phone use as a means of sharing information and doing business. Of the 695 million current mobile phone subscribers in Africa, the vast majority of this demographic does not belong to the middle and upper class, where e-commerce is commonly conducted on computers. According to Primedia Online business development manager Susan Hansford, many mobile phone subscribers still live in small, remote villages, where advertising high-priced consumer goods would make little to no sense. Stemming from these circumstances, Africa has since provided innovators and investors the unique opportunity of reaching millions through markets based around mobile phone use.

In a survey on globalization conducted by Ernst & Young, the majority of companies responded that diversity of gender, ethnicity, and experience are important components of a successful management team.  These respondents stated that financial performance and overall reputation would be improved by incorporating diversity throughout an organization.  Despite their own advice, many upper management teams are composed exclusively of people from one country.  In order to capitalize on opportunities in emerging markets, it seems beneficial to have managers with first-hand knowledge of business around the world. 

Discussion about the BRIC countries, Brazil, Russia, India, and China, has become widespread as global trade continues to see growth in the near future. Doug Barry, the Director of Marketing and Communication at the United States Commercial Service was able to emphasize this growth in his article Building with BRICS. These countries are on everyone's radar when looking for potential market growth and investment. They have proved their worth so far in the past couple years and there doesn't seem to be much slow down in the next decade. Now the only question is where to focus the most attention and what actions are being made to ensure we don't miss out on a great opportunity.

In the increasingly global landscape, globalization has become a goal for many businesses large and small. Free trade agreements, along with technology advancements have encouraged the globalization of companies. Trade is much easier and quicker than it used to be, but that does not eliminate the challenge that globalization presents to businesses. Small businesses that cannot afford to hire a foreign marketing agency sometimes struggle with the globalization and exporting process, luckily it can be done through careful planning and utilization of free and readily available resources.

Founded in 2003 by Andrew Rugasira, Good African is a coffee manufacturer which has begun to penetrate the global business scene. Good African began its foray into international markets via Waitrose, a British supermarket chain, has expanded to other rival chains, and is now being sold in supermarkets across Britain. The company is also planning on expanding to the United States as well. What lessons might someone seeking to take their business global bring away from Mr. Rugasira and Good African?

The plan, in addition to some reasonable sales projections and a statement of how your product or service is positioned for international buyers, should single out from three to five markets to focus on.  The markets can be selected by an analysis of secondary research information or by looking at where previous inquiries or sales have come from.

Portugal may be known to many for port wine and perhaps even fado music, but there are far more opportunities in the Portuguese market than people may realize. And realizing this is something that can prove very valuable to businesses looking to export to other areas of the world, especially for the United States. Portugal is not only a member of the European Union, but it has very strong ties to the U.S., meaning many American companies who have set up operations there have access to the EU market, giving it a huge advantage.