Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Thomas Neubert
• Born, raised, educated in Germany, NRW – Paderborn
• Mktg. Director – Orchid Inc. (Duesseldorf) ‘91-’94
• VP/GM – ELSA Inc. (Aachen) ’94-’98
• Founder – GB Communications ’98-’02
– President – Twirlix (Frankfurt) – Interim VP for multiple companies
• VP Business Development - Fox Technologies (SAP) ’03
• VP Business Development - FVC Inc. (Siemens)
• VP Sales/Strategic Accounts – Vidyo Inc. ’06 – present
– Initial traction in Europe (Germany, Israel, Turkey) – Japan
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• German Market Dynamics
– Retail-Internet-OEM-Service-Distribution ?
– Product Development Schedule
• Local conferences/exhibitions
– Pricing structure
– Support/Service requirements
– Warrant/Customer service
• US Customers and Market Dynamics are
different in most cases
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Market Research
– Google – Linked-In etc.
– Analysts Reports (market and competitive
analyses)
– Research Databases
– Conference websites
– GACC / DIHK
– Visiting Regions – network
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Challenges that almost everyone
underestimates !!
• PEOPLE BY FROM PEOPLE
• CULTURAL DIFFERENCES
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• PEOPLE
– Globalization lead by Executive Management/CEO
– Separate, dedicated budget
– Find local qualified people that fit
– People changing jobs more often
– It takes time – don’t give up too early
• Culture
– THIS IS GREAT ! (they actually mean it)
– Horizontal versus vertical management structure
– Aggressive marketing versus facts
– Service expectations versus quality only
–
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Because Germans have such close relationships with
the American people, we THINK we KNOW them
• If none of this makes sense or is not tengable
enough, please remember just two things :
• Whatever you do in the US – would you do the
same in JAPAN ?
page 7
GABA Facts
• Non-profit organization, founded in 2003
• Financed solely by membership and event fees, sponsorship income and donations
Structure
• 250 paying members and growing!
• Corporate as well as individual members • Mailing list of over 3500 contacts
Members
• Large Affiliate Network within California
• Collaboration with German Government Institutions (German Consulate, GACC, Invest in Germany, …)
Supporter s
• More than 30 events per year • Over 2000 attendees in 2007!
• Outstanding panel speakers and moderators
Events
• 2 Part-time staff members • 1 Part-time Webmaster • 9 Board members
• 17 Industry Experts, who volunteer as Industry Group Chairs • 15 Local Chapter Board members
• Countless volunteers in California as well as Germany
page 8
GABA Industry Groups
GABA Events:
• Industry specific topics • Excellent speakers • Up to date information
from experts
Automotive
Thilo Koslowski, Gartner, Inc.
Life Science
Ulrike Ruppelt, DES Architects + Engineers
Birgit Jaitner, Scientist, XOMA
Media & Entertainment
Achim Hoelzle, FeldbergPacific Florian Brody, GenieTown Inc.
Telecommunication
Daniel Kellmereit, Detecon, Inc. Gerald Host,
Nokia Siemens Networks
Women in Business
Linda K. Cleary, Mindjet
Software & IT
Gunther Hofmann,
The Brenner Group, Inc.
Human Resources
E.J. Dieterle, YES Partners Jennifer Vessels, Next Step
Clean Tech
Philipp Kunze, Solaria Gopal Shankar, ib vogt
Olaf Groth,
Global Business Network
VC & Entrepreneurs
Sven Weber, Cipio Partners Ram Srinivasan, Wellington
Partners
page 9
GABA Events
• All GABA events are being organized by the GABA Industry Group Chairs. These volunteers are leading experts in their business industry and are helping GABA to recruit outstanding panel speakers and moderators.
• Alone in the San Francisco – Bay Area GABA organizes more than 30 events per year and attracts approx. 2,000 people per year to attend the events. On average 60 to 100 people attend a GABA industry focus event.
page 10
Event Highlights
Global Players: What does it mean to be green? - February 13th, 2008
Solar Power: Achieving Cost Competitiveness - September 25th, 2007
Financial Outlook 2008 at the German Consulate in San Francisco - December 4th, 2007
Exclusive Sponsor: Lufthansa
Speakers: BMW, Google, Lufthansa, PG&E Host: Google
• Organized in cooperation with the MIT Alumni Club Clean Tech Group • Sold out event with 200 attendees!
“It was absolutely phantastic and inspiring.” "Fabulously well orchestrated. Thanks so much."
Sponsor: Fish & Richardson
Speakers: Citi Bank, Wellington Partners, KL&Gates,… Host: German Consulate, San Francisco
• Held every year at the Christmas decorated German Consulate on Jackson Street • Sold out event with 100 attendees!
Sponsors: KL&Gates, Invest in Germany, Roth&Rau, m+w zander Speakers: Q-Cells AG, Solaria, Roth&Rau, m+w zander, Signet Solar
• 2nd annual Clean Technology Industry Group event at the US Solar Power Conference • Supported by SEMI, TiE, Invest in Germany and GACC San Francisco
page 11
GABA Members
• GABA members represent all facets of the international professional business community
including high-tech and life science firms, trade specialists, bankers, venture capitalists, insurance, government officials, attorneys, translation firms, marketing firms, consultants, and entrepreneurs. • A large number of members are holding senior level position within their companies or work on
executive level.
• GABA also manages a mailing list, which contains more than 3,500 contacts within the German
American Business Community. This mailing list is a major source for event attendees and potential
page 12
The GABA Network
GABA has built an extensive network among partner associations, German government related organizations and other Government Organizations:
German Government Organizations
• German Consulate, San Francisco • Invest in Bavaria • Berlin Partner • Invest in Germany • Bundesagentur fuer Aussenwirtschaft • Heidelberg Economic
Development Agency (HEDA) • German American Chamber of
Commerce (GACC) • And more…
• TiE (The Indus Entrepreneur) • MIT Alumni Club
• SVASE (Silicon Valley Association of Startup Entrepreneurs)
• SVC Wireless (Silicon Valley-China Wireless Technology Association)
• CITD (Centers for International Trade Development)
• SiliconFrench • Hispanic Net • NET-IP
• SIPA (Silicon Valley Indian Professional Association) • And more…
GABA Affiliate Network Other Government
Organizations
• Swiss American Chamber of Commerce
• Business Association Italy America
• French American Chamber of Commerce
• British-American Business Council
Bay Area 61.0% Munich 29.5% Berlin 6.7% Hamburg 2.4% Socal 0.4%
GABA Stammtisch Members 2007
The GABA Online Community
GABA utilizes a number of different online communities in order to enable all GABA members and beyond to connect and network. These online communities are also an important marketing tool for GABA
GABA German Stammtisch
Virtual Community focused on the Bay Area with over 1600 members
GABA Mailing List
More than 3,500 contacts within the German American Business Community This mailing list is an important marketing tool for GABA.
GABA LinkedIn Group
Business Networking Group with almost
350 members, GABA Members only
GABA Xing Group
