Marion Gamel

Penetrating The Global Market

This article is written by Clinton James, a Contributor Author at Startup Istanbul.

Marion Gamel is the Vice President of marketing Europe for Eventbrite. She is a certified Executive Coach (WABC), a mentor, a Digital Advisor and a non-executive Director and who specializes in C-suite performance and digital companies experiencing high growth.

In 2006, we began collaborating with Eventbrite in Silicon Valley, when technology has completely changed today. Speaking at Startup Istanbul, she found that three out of five people spend a lot of time with this device, apart from their significant other. Their idea was to use technology that tends to isolate people and create room to share this time.

They thought it will be used by small groups, but eventually was used by big events, with their first truce in 2012, linked to Black Eyed Peas in Central Park New York. Their main objective is to enable event organizers to make online attendance for events, popularize social media events and empower them to collect money and tickets and to continue to analyze their projects from their data, giving control over what happened. They have more than $ 200 million in funds, are all over the world, processing gross ticket sales up to $ 3 billion, and employed over 400 people.

This encourages the move from local to global, but there are some risks that are involved: less focusing on innovation, loss of corporate culture mainly due to time differences, and loss of money and resources in building new markets, which can be very expensive. Before you deal with the global market, ask yourself: Am I ready? What is my position in the local market? Can I afford it? Am I ready to devote my resources to my homeland? If so, follow these steps:

Setting country priorities, this includes internal and external data that captures language and maturity. You should think of things like population, internet, mobility, market analysis, and more that can function like a strategy to enter new markets. You will be able to see the most profitable market and the probability of success. From here, all you need is hard work. This recommends that you go to markets that are already interested in your product or service and that are similar to your country or that can develop in the same or faster way than your country.

How can you enter the market? Think about tax laws, local markets, offices and local banks. Second, localization is about making your business available in a market. This involves understanding about differences. So start talking to your audience and follow their needs and local needs.

Prepare a long way for your partners, who can be the government of all non-government organizations. Act fast and hard before turning it on. Make sure you have a public relations tour before you send a ‘SWAT’ team of smart people, because it takes time to build a new MD and workforce in the new region.

In summary, Marion’s advice, build an informational international playbook that you can use as a diary track all your movements. Be careful while hiring in your new markets and remember how hard it was to choose your co-founder. Never higher before you meet someone directly.

─ July 31, 2019