For ambitious US/ Overseas tech and digital scale-up businesses seeking market entry into the UK, the challenges in this new ‘post-COVID’ world, have substantially grown. The obstacles seem insurmountable – with travel restrictions, the possibility of quarantine and lack of cohesive insurance cover.
Three Strands of Successful UK Market Entry
Prior to COVID-19, any US / Overseas scale-up business seeking UK market entry typically faced three key problem sets:
To a degree, these three strands could be managed from the US/ Overseas. However, in reality, each requires in-time-zone conversations, UK cultural awareness and HQ management bandwidth. The difficulty of maintaining this, at the pace that US/ Overseas tech firms are used to working, is currently exacerbated by COVID-19 travel restrictions.
Avoid the First Hire, First Fire, Trap!
Traditionally, any market entry business plan starts with the first hire of a ‘hunter’ sales rep. With no localised sales collateral, the sales rep finds things hard going and is often diverted to create (or hire an agency to create) something market appropriate – not what they were hired to do! This delays critical revenue generation. And with little or no agency management experience, the localisation project inevitably fails, sales targets are missed – and that first hire can become the first ‘fire’!
On the other hand, if all of the plans for market entry are done remotely from the US/ Overseas – this marginalises everything into narrow time-zone windows, limiting the ground that can be covered. The result is that the pace of market entry is slow, leading to missed targets, management frustration and dented credibility with investors.
GTM Concierge Provides Flexible Support Across all Three Strands
GTM Concierge brings time, focus and critical ‘boots on the ground’ back to UK market entry. It expands scarce executive bandwidth and accelerates the identification of solutions to market entry problems – builds your network of ‘friends and advocates’. And, most importantly, bridges the control/activity management gap to a permanently staffed autonomous business unit.
The benefits to any US/ Overseas scale-up are instant. Immediate, flexible, senior support in London for as long as you need it – but without a fixed commitment. Access to experienced business executives with the ability to represent the business, access multiple networks and triage solution providers. From a cost and resources perspective, the role adapts in line with needs of the business – by your side at each step as you grow into the market.
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About GTM Global
GTM Global connects UK scale-up brands in digital and tech to a designated panel of experts from government, trade bodies and commercial partners to provide on-going advice and guidance on go-to-market strategy and international expansion planning.
By participating in the programme you can expect a mix of the following: