Success in Global Exporting of Software

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Success in Global Exporting of Software
Presented By Jennifer McNeill President and
CEOCipherSoft Inc.
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Agenda

• Why Many Great inventions Fail to Get to Market
• Marketing to the Masses
• Creating a Global Presence
• Creating a Distribution Channel
• Using Resources to your Advantage
• Pricing Software so that Customers will buy
• Understand your Limitations
• Perception is EVERYTHING
• Summary

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Why Many Great Ideas Fail to Get to Market

• Market research has not been performed
• Inventors and developers are sometimes limited in
  marketing and sales skills
• Companies dont always hire qualified staff in
  all areas
• Product launches and marketing plans are ignored
• Budgets dont include time to market issues
• Risk management has not been done (What happens
  if no one buys?)
• Marketing and sales people are used
  interchangeably
• Outside financing is unavailable
• Companies underestimate (and dont respect) their
  competitors

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Marketing to the Masses

• Create an exciting Product Launch
• Identify key market opportunities and target
• Understand your goals for the marketing efforts
• Budget marketing dollars for long term
• Create a price point that will entice buyers
• Dont underestimate your global capabilities
• Utilize the Web whenever possible
• Utilize free advertising
• Use the Press (they need you)

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Creating a Global Presence

• Research global opportunities and create model to
  fit your business opportunity
• Take advantage of being a Canadian company
• Research similar companies who are able to
  utilize your technology
• Create a strong Web presence

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Create a Global Distribution Channel

• Build on relationships with other technology
  companies
• Piggyback on larger more successful companies
• If possible, create relationships with larger
  companies who have a strong market presence
• Try to build relationships with the dominant
  market leader in your industry
• Dont try to compete with the big guys

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Using Resources to your Advantage

• Obtain loans and grants from the Government and
  angel investors
• Utilize knowledge provided by industry analysts
  and business experts
• Mimic other successful companies
• Understand the capabilities provided by the Web
• Marketing doesnt have to mean spending lots of
  dollars
• Offer Jobs to Canadian Immigrants

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Examples of Global Partnering

• Oracle Partner
• One of 2 global Oracle migration partners
• The only Validated Oracle migration partner
• Member of Oracles Partner Network
• Member of Oracles Technology Network
• IBM Business Partner
• Endorsed by IBM globally
• Sun iForce Partner
• Development
• Migration
• Global reseller of Exodus
• Hewlett Packard Partner
• Global reseller of Exodus
• Offers services to implement Exodus

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Examples of Global Partnering

• Distribution Channel growing dynamically
• Partners now located in Australia, Brazil,
  Israel, Middle East, Asia, Spain, throughout
  Europe
• Currently working with large consulting companies
  globally including
• Lockheed Martin
• Accenture
• Cap Gemini
• Northrup Grumman

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Pricing Software so that Customers Will Buy

• Research other pricing models already in place by
  competitors
• Dont get greedy
• Be prepared to price to get large number of
  customers as quickly as possible (multiple
  footprints)
• Create market demand

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Use Awards and Nominations

• Nominated as Entrepreneur of the Year in 2004
• Exodus nominated as Product of the Year in 2004
  by Canadian Dealer News
• Recently named in Profits Top 50 Hottest
  Companies (2005)
• Nominated for the ASTEC award (2005)
• Nominated in Profits Top 100 Women Managed
  Companies
• Nominated as RBCs Woman Entrepreneur of the Year
  in 2005

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Understand Your Limitations

• Understand what you know (and what you dont
  know)
• Seek highly qualified staff then trust them to
  do their job
• Dont think you know everything
• Listen, Listen, Listen

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Perception is EVERYTHING

• Microsoft spends .67 of every dollar on
  marketing
• Many best of breed products fail terribly due to
  poor marketing
• Understand the market trends thoroughly before
  launch
• You dont get more than one chance to launch a
  product

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Perception is EVERYTHING

• Marketing efforts should include
• Press identification and regular contact
• Graphic and modern Web site, easy to maneuver,
  clear message
• Email blasts to prospect database in a
  professional manner
• Trade shows (watch those dollars!)
• Joint marketing activities with large, credible
  companies

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Summary

• Review your plan often and ensure things are on
  track
• Dont be afraid to acknowledge what you dont
  know
• Take advantage of skilled staff who are
  knowledgeable
• Dont lose focus, stay the course
• Utilize outside resources
• Track and understand your market activity
  constantly
• Marketing and Sales and two specifically
  different areas of expertise
• Ask questions, research often

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(No Transcript)
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Thank you for attending!
Jennifer McNeill President CEO (403)
256-5699
jmcneill_at_ciphersoftinc.com
www.ciphersoftinc.com