soft land and scale

If scaling to the U.S. market is something you’ve considered, you’re probably aware of the potential risks and rewards. At MEET, our goal is to help companies entering the U.S. market employ techniques to optimize this process by minimizing the risks and leveraging all the unique rewards that this large and competitive market has to offer. Our strategy boils down to quickly and efficiently building traction to maximize the probability of success. Our particular focus for achieving this traction is trade shows and in-person events. In this post, we’d like to take a moment to explain why we see early traction as the most important criteria to successfully scaling to the U.S. market. But first, here’s how we characterize the risks and rewards of U.S. market entry. The potential risks and rewards of U.S. market entry The general risks to U.S. market entry include everything from: Diluting your management team’s focus; Diverting resources from your current and successful markets; and Degrading your reputation, whether in your own market, with current or future investors, partners, or your team. On the flip side, the rewards—what inspired you to take these risks in the first place—are pretty straightforward. The scale of the U.S. market consumer, B2B, and B2G (business to government) segments are exceptional. And because we are a consumer culture, there’s no mistaking that the revenue and profit potentials are strong. The competitive nature of the U.S. market can be thought of as another potential risk or challenge, but also a potential reward. Companies that make it in the U.S. market gain added credibility for surviving the competition. The experience may also help them to build systems for future global expansion. Time is the greatest risk of all At MEET, we find ourselves in a wide variety of venues for our clients. And yet despite this diversity, we rarely if ever hear people talking about one of the greatest risks to scaling to the U.S. market: TIME. What happens if after 12 or 18 months of scaling to the U.S. market you haven’t established good traction? In other words, you haven’t seen at least some wins, victories, and successes. In our experience, this is when the assets of your organization begin to erode and the downward spiral begins. What are these assets? Assets include team members, investors, customers, and any type of channel partner. In the absence of signs that you are gaining traction, e.g. business closed, commissions paid, and customer results delivered it will be very hard to keep these assets and resources committed to your mission. A competitive staffing environment requires early engagement The U.S. is a uniquely competitive staffing marketplace which makes holding on to your investment in high-quality staff especially important. In the event that you are not able to show traction, your best staff will inevitably begin to look elsewhere for what they consider to be better opportunities. While we encourage all our clients to scale at their own pace, we like to emphasize the risks that slower market entry poses to keeping your team engaged, in addition to the various other assets and resources you rely on. The best way to hold on to your most valued resources while scaling to the U.S. market is by demonstrating early success and traction. Just as sports team with strong winning records attract the best players, the more victories small and large you are able to harness in the U.S. market, the better you’ll be able to retain and actually improve your most valuable assets and resources. For more tips and resources on how to effectively enter the U.S. market, check out our latest webinar: SCALE NOW: Entering the U.S. Market through Trade Shows and In-Person Events. About MEET (meetroi.com) helps international B2B growth companies soft land and scale in the U.S. through trade shows and in-person 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.

Event teams may be the most under-utilized resource at important trade show events. For opportunities like the upcoming SelectUSA Summit, where and how your team members present themselves will be a major predictor of ROI. Train to divide and conquer It happens quite often that we see events teams huddled together—whether it’s behind the booth, around a workshop table, or during a networking event. At a high-value opportunity like SelectUSA, your goal is to leverage every minute. Step one is to spread out your event team. The tendency to huddle is typically a sign of feeling shy and lacking confidence. You want to build your team’s confidence to deliver your value proposition and your (or their) self-introduction. They should also be able to deliver your opportunity one-sheet and articulate your call-to-action. Achieving these results requires training. As a manager, you can’t be everywhere at once. You also can’t achieve great results if everyone isn’t pulling their weight. As a leader, you need to make sure that your event team is prepared to expand their comfort zone, fly the coop and create value and connections on their own. Delivering clear assignments The trick to implementing an effective divide and conquer strategy is to give each of your team members a clear assignment—who they’re aiming to connect with, how and why. Whether it’s through attending workshops, visiting other booths or walking the floor, every team member should have a clear picture of the outcome they’re aiming to achieve and how they will be accountable. Holding your event team accountable through regular check-ins not only provides a more complete picture of our event ROI, it establishes a mechanism for acknowledging effective work and improving your team’s results over time. At a minimum, we recommend convening your team for 10-minutes first thing in the morning, and again at lunchtime to rally, assess and edit where necessary. The importance of a first impression Anyone you meet at a high-value event like SelectUSA, whether it’s an investor or a potential partner, will leave with an impression of your company. That impression will 100% be influenced by the competence and confidence of the team members they come into contact with. Demonstrating that your event team is well trained, independent, and high achieving sends a message to future investors and partners that their resources will be used effectively and that your company as a whole is methodical and goal-oriented. Practice makes perfect Anyone who is an athlete knows that there’s more time spent practicing than competing if one wants to be successful in any sport. The same is true with any professional endeavor. The best way to guarantee that you are representing yourself and your organization as intended is to practice well and frequently. And remember, it’s not just what you say, but how you say it. Behave how you want to be perceived. We recommend role-playing as a training tool. Training yourself and your event team to deliver with confidence and clarity is critically important anywhere and anytime you leave the office. Help your event team help you by utilizing their skills and their capacity to the fullest. About MEET (meetroi.com) helps international B2B growth companies soft land and scale in the U.S. through trade shows and in-person 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.

With 75 years of trade show and in-person event experience under our belts, we’re not exaggerating when we say that SelectUSA is 10x better than any trade event that we go to annually. With every U.S. state represented plus a full array of resources and organizations that support U.S. market entry, it’s an extremely effective three days. To ensure you are maximizing ROI at an event like SelectUSA, you’ll need a finely tuned strategy. Part 1 of our recent SelectUSA webinar series: Creating Your SelectUSA Success Plan, focuses on how to develop a unique pre, during, and post-event strategy through each of the Event’s core components. The second step, which we cover in Part 2 of our series, is to prepare a set of tools to help you execute on that strategy, the first of which is developing your value proposition and self-introduction. There are two types of interactions that happen at an event like SelectUSA—those that are preplanned and those that happen spontaneously on the trade show floor, in a reception, event, or workshop. Being prepared and able to take advantage of every interaction is critical to maximizing ROI. Key Elements of a Value Proposition and Self-Introduction The ability to articulate a clear and concise value proposition and self-introduction is something we see founders and executives struggle with all the time. Good first impressions are critical and highly impacted by how we dress, what we say, and how we interact physically. At MEET, we like to compare constructing a good value proposition and self-introduction to baby food. Baby food is easily digestible, portable, highly nutritious (impactful), and overall easy for the recipient to action. Now imagine the thousands of messages that people are bombarded with throughout the day at SelectUSA. You want to think of your message as having the same qualities as baby food. You want it to be interesting (i.e. impactful), simple, and easy to digest—and ideally easy for the receiver to repeat to others. Developing your Value Proposition Simply put, value propositions are the value that the customer receives through a specific product or service from the customer’s perspective. It’s important to note that a value proposition should not reflect what you think your customer gains from your product or service. Rather, it is how the customer feels your product or service makes their life better from their perspective. What has it solved for them? Need some help translating your company’s value proposition to the U.S. market? Contact us today. Whatever you assume your value proposition is, think of it as a hypothesis. At MEET, we suggest that you approach every event, every interaction as an opportunity to test your value proposition’s effectiveness. Does it resonate? How do people respond? This type of data will inform and refine your value proposition(s) based on the customer or market segment you are targeting. Not sure where to begin? Think of the top three things your customer gains from your product or service. Choose one, use it to lead your conversation, and test the reactions you receive. Keep track of your opt-in rate and continue to evolve to optimize results. Developing your Self-Introduction A self-introduction is a very clear statement of the value you provide and for whom. In the event setting, it’s important not to think of this as the 30 or 60-second introduction. This is your five or ten-second opportunity to say exactly what you do in a very simple way. The goal of a well-crafted self-introduction is to start a conversation. If once you’ve completed your introduction the person you’re speaking with doesn’t follow up with a question or express interest in learning more, then: a) you didn’t effectively articulate what you do, or b) what you do is not something of interest to them—which is fine. When networking, your biggest job is not to speak but to listen, learn, and figure out where the person that’s across from you fits within your world.  Are they a resource? Are they a potential connection for people you know? Ultimately, the best referrals come from current or former customers. Finding resources that somehow improve your customers’ experience is a great way to create more referrals. Making sure that you represent yourself and your company in a way that is congruent with how you want to be perceived is critical at a high stakes event like SelectUSA. It’s never too late to test and retest your value proposition and your self-introduction to ensure you’re always putting your best foot forward. About MEET (meetroi.com) helps international B2B growth companies soft land and scale in the U.S. through trade shows and in-person 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.

For many international companies looking to scale to the U.S. market, SelectUSA is a once in a lifetime opportunity. In our last post, we discussed how to goal-set your SelectUSA strategy plan and design an agenda that reflects your clearly defined priorities. In this post, we’d like to provide a quick overview of the unique features the 2019 SelectUSA Investment Summit has to offer to help ensure you are leveraging every opportunity to maximize ROI. At the 2018 Summit, we were blown away by the maturity of the companies, the preparation of the various regions, and the resources made available by U.S. government agencies, investors and market-entry thought leaders. With value at every turn, it’s critical that scaling companies take time before the event to strategize around who they’re aiming to meet and what they’re aiming to learn. Structured Content The agenda for SelectUSA, i.e. the schedule of events that take place between 8am on June 10th and 4pm on June 12th, is packed with workshops, plenaries, matchmaking and networking events. Workshops cover a variety of topics from fundraising to legal to regulatory issues specific to the U.S. market. In addition to generalist topics that are likely of interest to all companies planning to scale to the U.S. market, there are a variety of industry-specific opportunities, specifically tech, digital economy, advanced manufacturing, biotech and life sciences, and food and beverage. Beyond supplying uniquely useful content, these sessions are highly useful spaces for networking. Exhibit Floor On the exhibit floor, you’ll find the majority of all 50 states presenting the value of their region to scaling enterprises. If you’re coming to SelectUSA with the express purpose of determining where best to locate in the U.S., this is your prime opportunity to make connections. Many booths will be staffed by major employers and companies in the region (i.e. major potential customers), as well as economic development professionals who can provide tailored information on their region’s strengths and weakness for your particular business or industry. Besides the states and regions exhibiting, you’ll also find a variety of service providers and government agencies that support companies entering the U.S. Whether you’re looking for market data or have patent and trademark questions, these representatives are there to supply information, knowledge, and contacts to help facilitate your market entry. Matchmaking platform Taping into the SelectUSA Matchmaking platform is one of the best ways to maximize ROI. Through the online system and associated app, attendees can create a portfolio of documents and videos to introduce their company to the rest of the summit. At a minimum, we recommend uploading an opportunity 1-pager. Here’s what we recommend. The Matchmaking platform is a great way to easily identify yourself and your company. It can also be used to set up meetings, engage in messaging and develop your own customized schedule of workshops and events. Ideally, you’ll want to use this schedule to ensure the right mix of content, networking, and one-on-one meetings throughout the event. Collateral and spin-off events The full agenda of Collateral Events is available on the Summit website and will continue to grow as the event gets closer. These events are a fun way to gather information about particular regions and build relationships outside of the formal conference environment. For those who already have a strong inclination for the specific state or region they’d like to scale their company, spin-off events are perhaps just as valuable as the Summit itself. As early as a week before and up until several days after, these events take place on location and provide an opportunity for scaling companies to meet local business leaders and experts, and experience first-hand what the city, state or region has to offer them. If you’re considering multiple regions and it’s feasible, try a divide and conquer approach. The opportunity to spend quality time in your priority regions and be received by valuable contacts should not be missed. MEET and other resources At MEET, we help international B2B growth companies soft land and scale in the U.S. through trade shows and in-person events. We look forward to SelectUSA all year for the unique opportunity to connect with companies that are seriously looking to grow in the U.S. market and could benefit from our platform of tailored services from strategy to execution. Please stop by and visit us at Booth 224 in the main exhibition space. Also, don’t hesitate to connect with us beforehand so we can learn about your objectives for the event and see how we can facilitate connections or provide information that will help you get the most out of the Summit. We also encourage you to connect with the hosts of SelectUSA with specific questions or connection requests. In our experience, hosts are the most underutilized assets at an event. Having vetted every participant at the Summit, they are your best bet for high-quality references. And because they rarely get asked for this type of information, they’re often happy to help. As we explained in our last post, the key to maximizing ROI at SelectUSA is to arrive with a set of clearly articulated goals and an agenda for how to achieve them. Like any good trade show strategy plan, this requires putting in a good deal of time before the event even takes place. Developing and uploading a 1-pager on the matchmaking site, reaching out to event hosts and economic development officers from regions of interest, and mapping out your priority workshops are just a few great ways to transform your goals into an action plan. Everyone who comes to SelectUSA is aiming to achieve something different. The trick is to find value in every available minute. We hope this quick overview of all that SelectUSA has to offer will get you started. About MEET (meetroi.com) helps international B2B growth companies soft land and scale in the U.S. through trade shows and in-person events. MEET’s processes help its clients ramp-up sales quickly and maintain a steady stream of high-quality prospects going

Last year, the team at MEET joined more than 3,000 international business investors, U.S. economic developers, CEOs, government officials and market-entry thought leaders at the 2018 SelectUSA Investment Summit. Unequivocally, SelectUSA 2018 was the best trade event we’ve ever attended and we’re thrilled to be returning this year. For companies looking to scale internationally to the U.S. market, you’d be hard pressed to find a better opportunity to help you achieve your goals. At MEET, we help international B2B growth companies soft land and scale in the U.S. through trade shows and in-person events. One of the most effective ways we do this is by ensuring that every investment of time and resources in the U.S. market is maximized. This requires an immense amount of trade show strategy planning—from event selection, marketing design, execution, and follow-up. In our recent webinar, Setting the Table: Creating Your SelectUSA Success Plan, Part 1, our goal was to help companies planning to attend SelectUSA approach the event from the perspective of a trade show strategy plan. In essence, how to apply our strategic planning and implementation tools to the best opportunity in the business. Setting your goals for SelectUSA For many companies looking to scale to the U.S. market, SelectUSA represents months or even years of planning executed in a 3-day event. Fully leveraging this opportunity requires setting clearly articulated goals for: What you’re aiming to accomplish; Who you’re aiming to meet; and What you’re aiming to learn. Goal-setting your trade show strategy is similar to using the gym. A facility manager fills the gym with all sorts of equipment with the expectation that not everyone will use every asset but some combination will satisfy each individual’s purpose for being there. It is therefore up to the individual to identify the best regiment to achieve their desired results. Similarly, every trade show attendee comes to an event with different goals and priorities. Meanwhile, the event organizers have curated a full program of tools of resources with these goals in mind. Y(our) role is to develop a unique plan of action (meetings, booth strategy, speaking events) to achieve them. SMART Goals For a really simple way to look at effective goal-setting, we like to refer to SMART goals — Specific, Measurable, Achievable (realistic), Relevant (to the priority that you’ve set), and Time-bound, i.e. it’s not a goal if you don’t have a deadline for meeting it. High-level examples for SelectUSA may include determining the best city in which to scale your venture, connecting with U.S. investors, and developing channel partners. Using SMART to distill these goals into a clearly articulated action plan will help you be more effective at prioritizing your agenda, and at networking. The better you are at succinctly expressing your purpose for attending SelectUSA, the better those around you will be at helping you achieve your goals. Setting your agenda Now that you have your SMART goals, it’s time to set your agenda. That means determining who, of the approximately 3,000 people in attendance, are your primary targets and how you will meet them. These are not general categories or types of people, i.e. investors or marketing consultants, though that’s a great place to start. Rather, these are people by name or discipline/role who you know will be in attendance and networks you can use to connect with them. At MEET, we recommend taking a deep dive into the SelectUSA platform (schedule of events, attendees and resources) as soon as possible, and creating a map which overlays your top three market entry priorities with the most valuable resources. Back to our gym analogy, maximize ROI by becoming your own ultimate trainer. Identifying your best leverage points Like sand in an hourglass, time does run out on great opportunities like SelectUSA. Another strategy for maximizing ROI at high stakes events like this one is to utilize every available minute the show has to offer and identify your best leverage points for making connections. You are not restricted to the event dates to schedule your meetings. As soon as the event app is available, you should begin matchmaking, even setting up preliminary meetings. Positioning yourself so that you can have second and third-level conversations at the event. This will create more value than trying to follow-up remotely from your home market. Maximizing ROI at a unique opportunity like SelectUSA requires preparation. Setting goals that you can clearly articulate, mapping a strategic agenda over these goals, and leveraging every opportunity before the event to connect with the most valuable resources are a great place to start. About MEET (meetroi.com) helps international B2B growth companies soft land and scale in the U.S. through trade shows and in-person 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 free, no-obligation consultation bill@meetroi.com or +1 (860) 573-4821.

It’s easy for international CEOs who are scaling to the U.S. market to get completely absorbed by tangible tasks like fundraising, customer validation, and team building. While these milestones are fundamental to any U.S. market entry endeavor, there remain less tangible, “softer” tasks that scaling CEOs must master in order to achieve success. Tasks like fitting in culturally and building local networks of support. In our recent blog series reflecting on our conversation with Priscila Bala, Head of the New York Office for Octopus Ventures, we covered best practices for internationally scaling firms related to fundraising, team building, and market testing. We concluded our conversation by discussing the less tangible prerequisites to successful scaling, such as bridging cultural divides and how to compensate for the absence of a business network. Learning in context People often joke that the U.S. and the UK are separated by a common language. In the context of scaling to the U.S. market, this typically means that companies misinterpret shared language as shared business culture and as a result fail to account for the vast array of small but critical differences between the two countries. Priscila suggests that it takes several visits to the U.S. over an extended period of time to actually appreciate its cultural differences. “I like to encourage entrepreneurs to forget everything they’ve learned about the U.S. and pretend they’re expanding to China or Japan. I ask them: How would you behave? What would you take for granted? What would you question? What would try to learn? Because the U.S. feels familiar, people skip that step of recognizing that it’s an incredibly different culture.” From how informal Americans can be in conversations, to the value of small talk, and to predicting next steps in a negotiation, cultural differences are best learned in context and that will require time on the ground. As Priscila reminded our listeners, the U.S. itself is a culturally diverse place. From doing business in New York to Los Angeles, foreign companies report having vastly different experiences with U.S. funders, service providers, and contractors based on differences in pace, formality, and perceived friendliness. Saving time and money The ability to understand the culture of the country you are aiming to scale into is more than just a “nice to have”.  It can easily save you time and money when building relationships that lead to sales. Priscila points out that while B2B Europe is still very relationship driven in terms of how it manages sales and contracts, the U.S. tends to be more value and criteria driven. “Buyers do their homework and if you don’t meet those criteria, it doesn’t matter how nice you are. What you don’t want is to misread a situation and spend a lot of time spinning your wheels with contracts or conversations that are not going to happen.” The key to building local networks Local networks provide companies powerful insight into market trends, policy changes, and in some cases, a reliable stream of new customers. Foreign companies entering the U.S. market lack these networks and the unique benefits they offer. The key to making up for this loss, Priscila suggests, is to build the type of team that is both aware of the culture and skilled in identifying and forging strategic relationships—the type of relationships you might take for granted in your domestic market. “It’s critical to have people on your team who are open to the challenge and understand how to build alliances, ask the right questions, and get under the skin of what’s really happening. Ultimately this is the missing link for many scaling firms.” The role of relationships in U.S. market entry is complex. On one hand, in the B2B space, foreign firms may feel that U.S. deal-making underemphasizes the role of relationships and relies too heavily on criteria-based decision-making. On the other hand, building relationships in a foreign market are critical to understanding cultural dynamics and developing local networks of support. In essence, scaling into the U.S. market means sweating the big and small stuff. Putting together the right team to help you manage it all, helps. To hear more from Priscila about the challenges and best practices to U.S. market entry, check out our full interview: Reviewing Octopus Venture’s Treatise on U.S. Market Entry: “Question the Questions.” For access to all of MEET’s webinar content on how to successfully scale your company in the U.S. market through trade shows and in-person events, subscribe to our YouTube Channel. About MEET (meetroi.com) helps international B2B growth companies soft land and scale in the U.S. through trade shows and in-person 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 free, no-obligation consultation bill@meetroi.com or +1 (860) 573-4821.