Achieving Scale Through International Expansion, Part 2: Where Should a Microsoft Dynamics ISV Look?
If your company develops, sells and supports packaged software on a Microsoft Dynamics platform, then the challenge of achieving real scale will depend on expanding internationally. But knowing when, where, and how to expand can mean the difference between success and failure.
This three part series of articles examines:
- When is a software company ready to expand internationally?
- Where should it expand to maximize near and long term success?
- How should it undertake its new market entry and expansion?
Consider the following questions when deciding where to expand internationally.
Which country should you expand into?
Two strategies for deciding which country to expand into are:
- Start with a smaller market to
pilot and refine your go-to-market approach
If your financial resources are particularly limited and your company has had limited experience in selling outside its domestic market, then a short term strategy may well be to begin in a smaller test market. This offers the combined benefits of a smaller investment and lower risk. For example, if your software is in English, the US and UK are large markets with vast opportunities, however, they are also the most competitive and costly to penetrate. Whereas, Australia or New Zealand are much smaller but equally developed English speaking countries. The market is concentrated in just two cities. Here, customers and partners are more easily identifiable and the competition may not ...FREE Membership Required to View Full Content:
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