Market-Entry

Market-Entry, Participant Tips, Return on Investment

Navigating the Trade Show Terrain: Choosing the Right Trade Show for Your Business

In the bustling commerce landscape, trade shows stand as vibrant hubs of opportunity. These events offer a unique platform for businesses to showcase their products, connect with potential clients, and stay abreast of industry trends. However, with a plethora of trade shows spanning various industries and niches, choosing the right trade show for your business can be akin to finding a needle in a haystack. So, how do you navigate this terrain effectively? Let’s delve into the art of choosing the right trade show. Define Your Objectives Before Choosing the Right Trade Show: Before delving into the myriad of trade show options, it’s imperative to define your objectives clearly. Are you aiming to generate leads, build brand awareness, network with industry professionals, or launch a new product? Understanding your goals will serve as a compass in guiding your selection process. Each trade show caters to different objectives, so aligning your goals with the focus of the event is crucial. Research Your Target Audience: Understanding your target audience is fundamental in selecting the appropriate trade show. Consider demographics such as age, gender, profession, and interests. Research which trade shows attract attendees that closely match your target demographic. For instance, a technology company specializing in gaming peripherals would likely find more value in attending gaming expos rather than general tech conventions. Evaluate Industry Relevance: Not all trade shows are created equal. Some cater to broad industries, while others focus on specific niches or emerging sectors. Evaluate the relevance of the trade show to your industry and niche. Look for events that attract key players, influencers, and decision-makers within your sector. Participating in a trade show that aligns closely with your industry ensures that you’re surrounded by individuals who understand your products or services and are more likely to convert into leads or collaborators. Assess Past Performance to Improve Trade Show Selection: One of the most reliable indicators of a trade show’s potential value is its past performance. Research the history of the event, including attendance figures, exhibitor feedback, and post-event analysis. Analyze factors such as foot traffic, lead generation opportunities, and return on investment (ROI) for previous participants. Positive testimonials and success stories from exhibitors can provide valuable insights into the effectiveness of the trade show in achieving business objectives. Consider Geographic Reach: Geographic location plays a significant role in determining the suitability of a trade show for your business. Consider whether you’re targeting a local, regional, national, or international audience. If your business operates primarily on a local scale, attending a national or international trade show might not yield the desired results. Conversely, if you’re business has established product-market-fit in the U.S. then national shows can offer invaluable networking opportunities and exposure to the entire market. Evaluate Costs and Resources: Participating in trade shows requires a significant investment of both time and resources. Evaluate the costs associated with exhibiting at each trade show, including booth rental fees, travel expenses, promotional materials, and staff wages. Calculate the potential return on investment (ROI) based on your objectives and projected outcomes. While larger trade shows may offer greater exposure, they also come with higher costs. Balance your budget constraints with the expected benefits to ensure that you’re making a financially prudent decision. Seek Feedback and Recommendations When Choosing the Right Trade Show: Don’t hesitate to reach out to industry peers, mentors, or professional associations for recommendations and feedback. Their insights and experiences can provide valuable guidance in selecting the right trade show for your business. Additionally, leverage online resources such as trade show directories, forums, and social media groups to gather insights from fellow exhibitors and attendees. Choosing the right trade show requires careful consideration of your objectives, target audience, industry relevance, past performance, geographic reach, costs, and resources. By conducting thorough research and analysis, you can identify trade shows that offer the best opportunities for achieving your business goals and maximizing your ROI. Remember, success at a trade show is not just about being present but about being present in the right place, at the right time, and for the right reasons. For an expanded view on this topic refer to our article The 3 Truths of Gaining U.S. Sales Traction. — About MEET MEET helps international B2B & B2G companies scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney to discuss your U.S. expansion goals bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, SelectUSA

Top Takeaways from the 10th Annual SelectUSA Investment Summit

Last week, the 10th annual SelectUSA Investment Summit took place from Sunday through Wednesday in Washington, DC. Having participated for the seventh consecutive year, we observed some noteworthy trends and insights that underscore the evolving landscape of investment in the United States. Here are our top SelectUSA Summit top takeaways: Interest in US Expansion Continues to Grow The allure of expanding into the US market remains robust, as evidenced by the diverse array of companies and investors present at the summit. The United States continues to be a prime destination for businesses seeking growth opportunities. This year, the enthusiasm for US expansion was palpable, with many international firms showcasing innovative solutions and exploring potential partnerships. The continuous interest underscores the US market’s reputation as a fertile ground for business growth, innovation, and profitability. The Support Ecosystem for Companies Expanding to the US Continues to Improve and Mature One of the most encouraging trends we’ve observed is the maturation and enhancement of the support ecosystem available to companies looking to enter the US market. From government programs to private sector initiatives, there is a robust network of resources designed to assist businesses in navigating the complexities of US expansion. These resources include: This improved support system not only makes the transition smoother for foreign companies but also enhances their chances of success once they establish a presence in the US. Founders Find More US Success by Focusing on Key Strategies Our discussions with various founders and business leaders revealed that certain strategies are particularly effective for achieving success in the US market. Here are the top three strategies that stood out: Customer Acquisition Over Government Incentives While government incentives can be beneficial, the primary focus for many successful founders is on customer acquisition. Building a strong customer base from the outset is crucial for long-term success. This involves understanding the target market, tailoring products or services to meet local demands, and implementing effective marketing strategies. Prioritizing customer acquisition ensures that the business generates revenue and grows organically, creating a solid foundation for future expansion. Building Strong Networks and Support Systems Instead of Going It Alone Another key takeaway is the importance of building robust networks and support systems. Founders who actively engage with local business communities, industry associations, and support organizations tend to fare better than those who attempt to navigate the market independently. Networking provides access to valuable insights, potential partners, and mentorship opportunities. It also facilitates knowledge sharing and collaboration, which can be instrumental in overcoming challenges and accelerating growth. The benefits of a strong network are amplified when translating an international business to the US market. Focusing on Customer Density When Establishing Traction Rather Than Selling Countrywide Finally, a targeted approach to market entry proves to be more effective than attempting to sell across the entire country right away. By concentrating efforts on specific regions and industries with high customer density, businesses can establish traction more quickly and efficiently. This focused strategy allows for deeper market penetration, better resource allocation, and the ability to build a strong local presence before expanding further. Once a solid foothold is established in key areas, it becomes easier to scale operations and extend reach to other parts of the country and other industries. The 10th annual SelectUSA Investment Summit top takeaways highlighted the continued interest and potential for growth in the US market. With an improving support ecosystem and clear strategies for success, companies looking to expand into the US are better equipped than ever to achieve their goals. By focusing on customer acquisition, building strong networks, and targeting high-density markets, founders can maximize their chances of success and make the most of the opportunities available in the United States. As we look forward to future summits, we remain optimistic about the vibrant and dynamic landscape of US expansion. For an expanded view of the SelectUSA Summit top takeaways refer to our article The 3 Truths of Gaining U.S. Sales Traction. About MEET MEET helps international B2B & B2G companies scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney to discuss your U.S. expansion goals bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, Workshops and Webinars

Successful Internationalization with Marco Barozzi, Expo Consulting

Bill Kenney: Hi and welcome to the next episode of Belly2Belly. Today, we’re speaking with Marco Barozzi from Expo Consulting about successful internationalization. How are you today, Marco? Marco Barozzi: I’m doing well, thank you. It’s a pleasure to be here. About Expo Consulting Bill Kenney: Great to have you. Many companies are expanding internationally and are curious about strategies to succeed. Can you tell us about Expo Consulting’s role in assisting companies with international expansion? Marco Barozzi: Certainly. Expo Consulting, founded in 1997, specializes in helping Italian companies enter foreign markets through international trade fairs and events. We offer personalized services to small and medium-sized enterprises, building relationships with trade show organizers and other relevant stakeholders worldwide. Despite the challenges posed by the pandemic, we remain committed to providing our clients with the best support and results. With over 25 years of experience, our multilingual team focuses on putting the customer first and facilitating their entry into global markets. Bill Kenney: Impressive dedication to supporting companies in their international endeavors. Do you specialize in specific industries, and are you primarily focused on B2B? Marco Barozzi: While we have experience in various industries, such as food and beverage, packaging, machine tools, tourism, and more, our expertise spans across different sectors. Italy being an export-oriented country, we cater to the needs of diverse industries, offering horizontal knowledge and experience. Top Challenges Internationalizing Companies Face Bill Kenney: That’s a broad spectrum of expertise. From your experience, what are the top challenges companies face when expanding internationally, and how do you help them overcome these obstacles? Marco Barozzi: Cultural differences pose significant challenges for companies expanding internationally. Misunderstandings, communication breakdowns, and ineffective business practices often stem from a lack of cultural sensitivity. Additionally, navigating legal complexities, compliance issues, bureaucracy, and supply chain disruptions can hinder expansion efforts. Political instability and economic downturns in target markets further contribute to uncertainty. At Expo Consulting, we help companies address these challenges by providing cultural awareness training, legal guidance, logistical support, and strategic advice tailored to their specific needs. Top Attribute for Successful Internationalization Bill Kenney: Those are indeed complex challenges. On the flip side, what key attributes have you observed in successful founders or leaders of companies that have scaled internationally? Marco Barozzi: Successful founders and leaders of internationally scaling companies exhibit cultural awareness, open-mindedness, and resilience. They understand the importance of adapting products and services to local markets and building trust over time. Strong, diverse teams with multilingual skills contribute to effective communication and problem-solving. Adaptability, resourcefulness, and patience are crucial traits for navigating the complexities of international expansion. Ultimately, successful international expansion requires a long-term, strategic approach rather than a quick fix. Bill Kenney: Absolutely, it’s a journey that requires patience and perseverance. Thank you, Marco, for sharing your valuable insights today. It’s been a pleasure speaking with you. Marco Barozzi: Thank you, Bill. The pleasure was mine. I’m always available for further discussions. Successful Internationalization & Exhibitor Tips Summary Points: Expo Consulting specializes in assisting Italian companies with international expansion through participation in trade fairs and events. Their personalized services cater to small and medium-sized enterprises across various industries. The top challenges companies face when expanding internationally include cultural differences, legal complexities, bureaucratic hurdles, supply chain disruptions, and political instability. Expo Consulting provides support in navigating these challenges through cultural awareness training, legal guidance, and strategic advice. Successful founders and leaders of internationally scaling companies demonstrate cultural awareness, open-mindedness, resilience, adaptability, and patience. They prioritize building trust, forming diverse teams, and adopting a long-term strategic approach to international expansion. About MEET MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821. Meeting ended after 00:13:16 đź‘‹ Belly2Belly successful internationalization podcast – Marco (2024-02-29 09:01 GMT-5) – Transcript Attendees Bill Kenney, Marco Barozzi Successful Internationalization & Exhibitor Tips Transcript This editable transcript was computer-generated and might contain errors. Watch the conversation here Read also “The 5 Rules of U.S. Trade Show Follow-Up” — Marco Barozzi, mbarozzi@me.com https://www.expoconsulting.eu/en/ – Feel free to contact us with any questions Bill Kenney,bill@meetroi.com MEET,https://sheikharin.com/meetroi/

Market-Entry

The 3 Truths of Gaining U.S. Sales Traction

Have you ever gleaned lessons that you’d rather not relearn? These invaluable insights often come at the expense of trials and tribulations, leaving indelible marks that shape our future endeavors. The same is true for most companies as they learn how to get US sales traction. With over a decade of experience aiding international B2B and B2G companies in gaining traction and scaling operations in the U.S., we’ve distilled three core truths. These revelations stem from witnessing companies grappling with these lessons firsthand. The toll of failure ranged from significant financial setbacks to personal upheavals, including health struggles and even marital strains. By embracing these truths, you’ll pave a smoother path toward validating product-market fit, fostering traction, and achieving scalability within the U.S. market. Customer Density is Critical for US Sales Traction Securing a sale is no small feat, especially in a new market. The inaugural sale invariably proves the most arduous, entailing a labyrinthine journey fraught with many potholes and hazards. In the U.S., establishing trust amidst unfamiliarity—be it with your brand, customer base, or market successes—poses a formidable challenge to conversion. The path to easing subsequent sales lies in proximity. To achieve this the second customer shares a strong linkage or industry alignment with the first. This proximity capitalizes on insights gleaned from the initial sale. This leverages knowledge of customer pain points, relevant use cases, and implementation hurdles to expedite and enhance subsequent transactions. Beyond bolstering sales efficiency, prioritizing customer density streamlines onboarding, service delivery, and ongoing maintenance—a holistic approach pivotal to sustainable growth. Founder-Driven Sales A common pitfall for companies venturing into the U.S. market is entrusting initial sales efforts to local representatives. This approach often backfires due to several reasons: Lack of Foundation: Local representatives commence with zero customer anecdotes, institutional insights, or adeptness in articulating your tailored solutions to target buyers. High Turnover: U.S. sales representatives, if met with initial challenges, swiftly move on to other prospects, amplifying turnover costs. Dependency Challenges: New market entry necessitates robust support from various departments at the home office, a rapport difficult for local reps to establish. Founder-driven sales circumvent these hurdles, offering a higher likelihood of success during the nascent stages of U.S. expansion. Founders bring unparalleled historical context and narrative depth, fostering connections and they navigate organizational support structures with ease. The founder’s initial presence in the U.S., albeit minimal, gradually escalates alongside demand, persisting until a repeatable sales process emerges—typically spanning 12 to 24 months. Agile Marketing Communications Upon entering the U.S. market, companies often overestimate their grasp of customer acquisition strategies. This overconfidence manifests in rigid promotional materials, similar to casting a fishing line without considering bait or fishing grounds. Similar to planning a fishing trip, your U.S. market strategy should address three key questions: What’s the Target Fish? Where’s the Best Fishing Spot? Which Bait to Use? Adopting an agile marketing approach empowers local teams to iteratively refine marketing assets, swiftly adapting to evolving market dynamics. This nimble methodology minimizes both time and cost investments, which are crucial for establishing traction, and then identifying and scaling a sustainable sales system. By embracing the principles of customer density, founder-driven sales, and agile marketing communications, your journey into the U.S. market can be marked by strategic finesse rather than repeated trials. May these insights serve as a beacon, guiding your business through the intricacies of market entry and positioning it for enduring success in the competitive landscape of the United States. How to Get US Sales Traction Resources Learn about our Intelligent Trade Show System MEET’s Belly2Belly Podcasts About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Market-Entry, Return on Investment, Workshops and Webinars

MEET’s Intelligent Trade Show & Event System

In our more than 12 years of helping international companies scale in the U.S., we have seen the many challenges that these companies experience when they try to productively participate in U.S. trade shows & events. The U.S. market is large and highly competitive. The trade show and event landscape is abundant and complex. And U.S. buyers have specific needs and expectations. All of this makes leveraging U.S. trade shows and events particularly challenging. The top critical fail points that we see in companies trying to expand in the U.S. include They select the wrong trade shows and events to participate in They negotiate on emotion and anecdotal information rather than fact Their teams are not well prepared, directed, or empowered to leverage the opportunity They do not have a reliable method to measure and continually improve results To solve this we developed The MEET Intelligent Trade Show & Event System (video). This system is built on a series of analytic tools. TRADE SHOW EVALUATOR (video) helps you choose the best and most efficient trade shows and events for you to participate in based on your target buyer persona and expansion stage. TRADE SHOW NEGOTIATOR (video) reveals the best path to negotiate with each trade show organizer. You will be able to quantitatively value each trade show and help the organizer become an ally in your success. TRADE SHOW COOKBOOK (video) helps you identify the specific value drivers for each trade show and event to properly prepare, direct, and activate your team to engage and enroll targets effectively. Each individual will have specific performance goals pre-, during, and post-event. TRADE SHOW ROI CALCULATOR (video) helps you not only measure the result of each trade show and event against specific value drivers but also gives you a basis for accurate hypothesis testing, rate and option negotiation, and continuous performance improvement If this sounds interesting to you, please tune in. We’re going to have a few more sessions that go into the details of each tool. We’re excited about the evolution of these tools and think that they will have a great impact on your business. We certainly would appreciate any thoughts, questions, or feedback that you have. We’ll see you all again very soon. About MEET helps international B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, Return on Investment

Developing Strategic Focus

The hardest part of building an effective strategic focus is having a specific and clear target outcome. The best outcomes are like a destination that you would drive or travel to. When you do this well your vision and focus transcends the organization aligning your team in action and purpose. The more geographically distributed your team and operations are the more important to have a clear and omnipresent strategic focus. Can you imagine leaving your house without a destination? Most likely not. That clarity of destination allows us to plan, follow a route, and to assure that we’re on course. Think about all of the “turn-by-turn” information that you have at your fingertips once you choose a destination in your car. Airplane pilots and ship captains submit flight and route plans before leaving port to assure safety and that desired destinations are reached. Steps to a strategic focus Identify the desired outcome(s)…these should be specific, measurable, and time bound Create an inventory of assets and resources…people, capital, machines, technology, IP, partners, etc… Develop a plan that best utilizes the assets and resources to most efficiently and effectively accomplish the desired outcome(s) by the target date(s) Identify your key success indicators and create system to track results and periodically adjust tactics About MEET (meetroi.com) helps international B2B companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. MEET’s processes help its clients ramp up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.

Exhibitor Tips, Market-Entry, Participant Tips

Are Your Leadership Team and Key Personnel Ready?

Today we’re here to tackle another question about the successful expansion of your business to the U.S. Are your leadership team and key personnel ready for your U.S. expansion? This issue is another significant potential pothole in your U.S. expansion journey. Get it wrong and you’ll have greater turnover, internal dysfunction, and poor results. What we see happen with our clients reveals that there are three basic questions you want to ask Is someone from the management team ready to commit a significant amount of time in the U.S. market? In some cases that may start off as a few weeks. Maybe three to four weeks a quarter. In other cases, it’ll be someone moving right into the market. Either way, there should be significant blocks of time where there is a leader from the team ready to spend time in the market to build intelligence, to build relationships, and to build the team. It doesn’t happen without that institutional knowledge from someone from the home team who is committed. Is the leadership team ready to commit to covering the duties and responsibilities of the person who is now in the U.S. market or primarily focusing on the U.S. market? Is the rest of the team ready to cover those responsibilities full-time or has the person been replaced in those duties so you can take those off their plate? The U.S. is going to take all of their attention. It’s just like nurturing a young baby. The U.S. is going to have lots of needs and opportunities and it will be up all hours of the day and night. Is each department and team within the home office ready and committed to support the new market? The U.S. market has mission-critical startup demands just like they would have in the home market. Websites, marketing materials, social media, trade show banners and booths, and all of the marketing communications elements need to get created and iterated quickly. We see this phenomenon with every company entering the U.S. Where the U.S. team is not at the water cooler every day and they’re not in the social events, so it’s very natural that they don’t get the attention. The challenge in particular to the U.S. market is it’s very normal that within 3-years of entry that the U.S. business is larger than the rest of the business everywhere else in the world. This imbalance in need, authority, and resources between the new U.S. and home office can create a real fail point if not anticipated and addressed early. It is critical to engage your team to assure that you and your organization are prepared and committed to the U.S. expansion. Your collective investment of time, passion, and capital requires success. About MEET (meetroi.com) helps international B2B companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. MEET’s processes help its clients ramp up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, Workshops and Webinars

Why Are You Expanding Internationally?

One place where internationalizing companies get tripped up is not being clear about the purpose of the international expansion. If you can’t answer or don’t have an answer to the question, “why are you expanding internationally?” then it’s probably something you need to step back and answer. Think about all of the reasons why you might expand. Your reasons for expanding should be fully in line with what your goals are as an organization. Answer, “what do you want to accomplish and by when?”  As you can understand and articulate your organizational goals, lining up your international expansion to those goals is paramount for an efficient and successful expansion. Ultimately, all of our businesses are operating on limited resources the top of which are time, people, and capital. It is critical then that we use those precious resources to our best advantage. So, think about the goals that you have and how will expanding internationally helps accomplish those goals. Conversely, it is also important to consider how will international expansion potentially puts those goals at risk. Being aware of the potential challenges and risks will enable you to realize and manifest the best decision-making and strategies. These top reasons for expanding internationally should help you begin the process. You will likely think of others and add them to the list. Expand service to existing customers. Expanding to satisfy current customer demand is far and away the safest and most reliable reason to expand. Having ready customers and profit streams pulling you into a new market better assures financial stability and success. Potential to increase revenue and profits. Going to new markets where there are more and/or higher-margin customers can be a great reason to expand. Entry into new markets. There is a learning curve when you enter any new market. Starting sooner can potentially get you further ahead faster. Expand customer base. Whether it’s a land grab or incrementally growing your customer base taking market share is a mid and long-term play. Diversification through expansion. Besides growing revenue and profits, diversifying your markets can also help stabilize the business long-term by hedging individual market variability. Access to additional talent. New markets bring significant opportunities to add new team members with advanced skills, competencies, and experiences. Building a strong global team of “A players” is the hallmark of every great company. Gain competitive advantage. Outflanking the competition in new markets can create additional competitive and market share opportunities.  Enhance and improve company reputation. Larger customers can be attracted as your global footprint increases. Reference customers in new geographies and industry verticals accelerate growth as these examples build market trust. Create economic and operational efficiencies. Done right, the expansion of your organization will create operational efficiencies as costs are spread over more customers and revenues. About MEET (meetroi.com) helps international B2B companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. MEET’s processes help its clients ramp up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.  

Market-Entry, Participant Tips, SelectUSA

SelectUSA Pro Tips – Part 2 of 3

There is only 1-month to go until SelectUSA 2022 and it’s not too soon to start your preparation. As some have described it, this is the “World Cup” for U.S. market entry. Hundreds of support resources from the federal government, every state, many regions, business investors, and service providers will be on hand to help accelerate your successful U.S. market entry and expansion. We are sharing our pro tips for getting the most out of SelectUSA 2022 as a participant. Today’s installment will focus on developing your preparation. Next month, in part 3, we’ll tackle participation. Check out part 1 on “strategy”, here. These same rules can be applied to participating in any event. Preparation Now that you’ve established your goals and have a plan it is critical to prepare. Like practice for an athlete or musician, preparation assures positive results. The top 3 items related to preparation are: Set appointments: Set as many pre-event and event appointments with target individuals as makes sense with the goals that you’ve set. Pre-event appointments allow you to cover many of the preliminaries so that your appointments at the event can be 2nd level and much more productive. Develop your value proposition and self-introduction: Your ability to convert meetings into opportunities will largely depend on how well you communicate. Any audience that you speak with be they customers, investors, EDOs, or partners will want to know succinctly what you do, what you need, and what’s in it for them. Keeping this initial statement to 30-seconds or less is ideal. The goal is to create interest and a conversation. One-page overview and business cards: A one-page overview of your company, your expansion goals, and your needs creates tangibility and clarity for any audience you will meet with. This document also allows your audience to take notes and more easily remember and share your details with others on their team. Business cards have a similar effect and can communicate a great deal simply and affordably. About MEET (meetroi.com) helps international B2B growth companies soft-land and scale in the U.S. through trade shows and events. MEET’s processes help its clients ramp up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.

Market-Entry, Participant Tips, SelectUSA

SelectUSA Pro Tips – Part 1 of 3

There are only 2-months to go until SelectUSA 2022 and it’s not too soon to start your preparation. As some have described it, this is the “World Cup” for U.S. market entry. Hundreds of support resources from the federal government, every state, many regions, business investors, and service providers will be on hand to help accelerate your successful U.S. market entry and expansion. Over the coming 2-months, we’ll share our pro tips for getting the most out of SelectUSA 2022 as a participant. Today’s installment will focus on developing your strategy. Next month we’ll dive into preparation and in June we’ll tackle participation. These same rules can be applied to participating in any event. Strategy Like the rudder on a ship, an effective strategy guides our effort and assures that we arrive at the desired destination and outcome. The top 3 items related to strategy are: Set your goals: Identify your top 3 U.S. expansion priorities. What are your imminent U.S. milestones? What gaps do you have in accomplishing those milestones? Identify your leverage: Identify the resources that can help you resolve your gaps and accomplish your top milestones. What resources at and through SelectUSA can help you with your top priorities? Who could help you brainstorm potential resources? Who’s network can you leverage to make the appropriate connections? Create your plan: How will you connect to these resources prior to SelectUSA? Who can introduce you to these people? The goal is to have as many pre-SelectUSA meetings with target resources as you can. This allows you to have next-level meetings and make meaningful progress toward your U.S. expansion priorities at the event itself. About MEET (meetroi.com) helps international B2B growth companies soft-land and scale in the U.S. through trade shows and events. MEET’s processes help its clients ramp up sales quickly and maintain a steady stream of high-quality prospects going forward. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.

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