Achieving Scale Through International Expansion, Part 3: How to Undertake New Market Entry and Expansion

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 how to expand internationally.

What should be the priorities at market entry?

1. Choose your go to market model
2. Target a winnable market segment
3. Focus on sales activities
4. Secure at least three reference customers
5. Recruit a handful of committed partners*
6. Refine and replicate your success
7. Progressively expand into more segments with more partners (For partner channel go-to-market model)

What is your go-to-market model?

Figure 1: Choosing the right go-to-market model

• Low Touch Solutions - Sell online and distributors
• Medium Touch Solution - Sell through partners
• High Touch Solutions - Sell directly

Online: If your product is simple to sell, easily to install, or it is hosted ...