International Business
Global is an ideal way for an international company to enter the United States.
America is an amazing Market. It is the largest single importer of computer products in the world. Each year, the United States imports over $78 Billion in computer hardware, accessories and peripherals and more than $7 Billion in consumer electronics products. Additionally, the U.S. makes up a whopping 42% of the world’s software market.
Global’s expedited Emerging Vendor programs cut your time to this market by providing fast, effective distribution set up. Our USA Go-Guide provides you with custom market research and strategy for your company. You can also create a U.S. point of presence at a reduced cost with Global’s turn-key office suite solutions in the Global Technology Incubation Center; utilize state of the art warehouse and third party logistics through Global’s 3PL services and enjoy full channel marketing services with GMP Agency.
8 Must Do’s Before Your U.S. Market Launch
1. First Study the Market
Estimate the American market for your product and create a realistic estimate of your potential in it. Do a SWOT Analysis considering your Strengths, Weaknesses, Opportunities and Threats. Make sure you include a comprehensive Competitive Analysis to see who you are up against, who they partner with, what kind of marketing they are doing and where their product is priced.
2. Set Goals & Expectations
Plan where you want to go before you begin your journey. Set a quantity and/or revenue goal and a deadline for reaching it.
3. Pick Your Channel Sales Strategy
Decide on your where you will funnel most of your resources: Brick & Mortar Retail Stores (requires largest amount of upfront capital and marketing resources) Internet sales (E-tail market entry strategies are most popular with emerging vendors) Solution Provider/VARs (distribution partnership is critical as is marketing).
4. Choose Your Target Market
First, determine your target consumer, then narrow in on the resellers who both serve them best and are open to you with opportunities for partnership and growth. Choose your desired distributor partner by determining the primary wholesale suppliers to those resellers.
5. Develop a Marketing Plan
Come to market with a plan to promote your product in the U.S.
Set aside a budget to recruit resellers through tradeshows and co-op marketing with your distributor; a budget for co-op marketing with your resellers to promote product sales to the consumer; a budget for direct consumer marketing, public relations and social media if you plan to build a big brand here and also a budget for customer service and support. (see also Channel Marketing)
6. Put together Your Financial Plan
Your financial plan should include a product price strategy that considers mark-ups by wholesalers and resellers as well as your own required margin. Consider resources allocated to your marketing budget, domestic costs and commissions and an allocation for returns and stock rotations. Allow for currency fluctuations if based off shore. Most importantly, plan in advance how you will measure your success & ROI (return on investment). See also Channel Tools
7. Conduct Legal & Regulatory Due Diligence
Run patent and trademarks infringements searches on all your products, get domestic product liability insurance as it is required by all major U.S. resellers and wholesalers. Be prepared with material safety datasheets that may be necessary for transportation. Consider finding an U.S. attorney ahead of time for future reference.
8. Establish a U.S. Point of Presence
Set up your U.S. warehouse and logistics service for shipments out. Plan where and how you will take back returns. Establish a toll-free customer service number for consumers and appoint a U.S. contact for your reseller and distribution partners. (see also Channel Incubation)
