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Information about jmcneill_presentation

Published on January 13, 2009

Author: aSGuest10388


Slide 1: Success in Global Exporting of Software Presented By: Jennifer McNeill President and CEOCipherSoft Inc. Agenda : Agenda Why Many Great inventions Fail to Get to Market Marketing to the Masses Creating a Global Presence Creating a Distribution Channel Using Resources to your Advantage Pricing Software so that Customers will buy Understand your Limitations Perception is EVERYTHING Summary Why Many Great Ideas Fail to Get to Market : Why Many Great Ideas Fail to Get to Market Market research has not been performed Inventors and developers are sometimes limited in marketing and sales skills Companies don’t always hire qualified staff in all areas Product launches and marketing plans are ignored Budgets don’t include time to market issues Risk management has not been done (What happens if no one buys?) Marketing and sales people are used interchangeably Outside financing is unavailable Companies underestimate (and don’t respect) their competitors Marketing to the Masses : Marketing to the Masses Create an exciting Product Launch Identify key market opportunities and target Understand your goals for the marketing efforts Budget marketing dollars for long term Create a price point that will entice buyers Don’t underestimate your global capabilities Utilize the Web whenever possible Utilize “free” advertising Use the Press (they need you) Creating a Global Presence : Creating a Global Presence Research global opportunities and create model to fit your business opportunity Take advantage of being a Canadian company Research similar companies who are able to utilize your technology Create a strong Web presence Create a Global Distribution Channel : Create a Global Distribution Channel Build on relationships with other technology companies Piggyback on larger more successful companies If possible, create relationships with larger companies who have a strong market presence Try to build relationships with the dominant market leader in your industry Don’t try to compete with “the big guys” Using Resources to your Advantage : Using Resources to your Advantage Obtain loans and grants from the Government and angel investors Utilize knowledge provided by industry analysts and business experts Mimic other successful companies Understand the capabilities provided by the Web Marketing doesn’t have to mean spending lots of dollars Offer Jobs to Canadian Immigrants Examples of Global Partnering : Examples of Global Partnering Oracle Partner One of 2 global Oracle migration partners The only Validated Oracle migration partner Member of Oracle’s Partner Network Member of Oracle’s Technology Network IBM Business Partner Endorsed by IBM globally Sun iForce Partner Development Migration Global reseller of Exodus Hewlett Packard Partner Global reseller of Exodus Offers services to implement Exodus Examples of Global Partnering : Examples of Global Partnering Distribution Channel growing dynamically Partners now located in Australia, Brazil, Israel, Middle East, Asia, Spain, throughout Europe Currently working with large consulting companies globally including: Lockheed Martin Accenture Cap Gemini Northrup Grumman Pricing Software so that Customers Will Buy : Pricing Software so that Customers Will Buy Research other pricing models already in place by competitors Don’t get greedy Be prepared to price to get large number of customers as quickly as possible (multiple footprints) Create market demand Use Awards and Nominations : Use Awards and Nominations Nominated as Entrepreneur of the Year in 2004 Exodus nominated as “Product of the Year” in 2004 by Canadian Dealer News Recently named in Profit’s Top 50 Hottest Companies (2005) Nominated for the ASTEC award (2005) Nominated in Profit’s Top 100 Women Managed Companies Nominated as RBC’s Woman Entrepreneur of the Year in 2005 Understand Your Limitations : Understand Your Limitations Understand what you know (and what you don’t know) Seek highly qualified staff – then trust them to do their job Don’t think you know everything Listen, Listen, Listen Perception is EVERYTHING : Perception is EVERYTHING Microsoft spends $.67 of every dollar on marketing Many best of breed products fail terribly due to poor marketing Understand the market trends thoroughly before launch You don’t get more than one chance to “launch” a product Perception is EVERYTHING : Perception is EVERYTHING Marketing efforts should include: Press identification and regular contact Graphic and modern Web site, easy to maneuver, clear message Email blasts to prospect database in a professional manner Trade shows (watch those dollars!) Joint marketing activities with large, credible companies Summary : Summary Review your plan often and ensure things are on track Don’t be afraid to acknowledge what you don’t know Take advantage of skilled staff who are knowledgeable Don’t lose focus, stay the course Utilize outside resources Track and understand your market activity constantly Marketing and Sales and two specifically different areas of expertise Ask questions, research often Slide 17: Thank you for attending! Jennifer McNeill President & CEO (403) 256-5699

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