paca sme’s us go-to-market strategy - french...

PACA SME’S US GO-TO-MARKET STRATEGY

ACCELERATING GROWTH FOR FRENCH TECH COMPANIES IN THE U.S. 2

TABLE OF CONTENTS

I - CONTEXT HIGH-LEVEL OBJECTIVES AND SELECTION CRITERIA 3-4

II-SERVICES

PROPOSED APPROACH

PHASE 1: MARKET POSITIONING AND VALUE PROPOSITION

PHASE 2: CORPORATE PRESENTATION REVIEW

PHASE 3: MARKET VALIDATION

PHASE 4: GO-TO-MARKET STRATEGY

TIMELINE

5-12

III – ABOUT FTH ABOUT FRENCH TECH HUB 13

IV - TEAM CORE TEAM & REFERENCES 14-18

V - FEES PRICING 19


HIGH LEVEL OBJECTIVES

Propose a go-to-market strategy and a go-to-market execution roadmap with critical success factors, lead channels, most attractive market entry points, and long term strategy by:

•Assessing market characteristics and perform market intelligence: main drivers of market, main ongoing developments, competitive landscape, etc.

•Developing and refining a pitch that appropriately presents the company to U.S. contacts, clearly explains the value proposition and stresses its uniqueness, and demonstrates the company’s competitive advantage.

•Validating U.S. market potential (including target list of people to contact and targets scheduling of meetings).

Validating the U.S. market and defining your go-to-market strategy will increase the valuation of your company for your investors and accelerate your business development in the U.S. by shortening your selling cycle.


SMEs’ SELECTION CRITERIA

TEAM

Capacity to adapt and to execute / Team management skills / Structure of the board / Marketing and Business Acumen

INNOVATION

Differentiation or Disruption (either technological / business model) on the U.S. market / IP / Barrier to entry

MARKET TRACTION

First references in the U.S. or in Europe, or pilots or interests of potential customers

Market sizing –Length of average Sales Cycle-– Competitive landscape

FINANCIAL CAPACITIES OR CAPACITY TO RAISE FUNDS

Funding available to finance U.S. expansion or capacity to raise funds

BUSINESS MODEL

Aligned with customer acquisition cost and sales cycle – distribution model (direct / indirect / cloud)


PROPOSED APPROACH

PRELIMINARY PHASE: INFORMATION TRANSFER • In-depth technology and product briefing • Full review of existing marketing and

communication materials • Disclosure of existing U.S. contacts &

relationships • Business plan briefing

PHASE 1: STRATEGIC SEGMENTATION AND VALUE PROPOSITION

Analyze market landscape and competition, define value proposition, and define market segments to target.


Americanize your marketing materials.

PHASE 3: MARKET SEGMENT VALIDATION & ADVANCED BUSINESS DEVELOPMENT

Meet with potential users, partners, or influencers to receive feedback on your solution.


Identify the best way to penetrate the U.S. market. Confirm and validate a strategic sales process that can minimize the sales cycle.



In this phase, French Tech Hub will analyze the current U.S. market to determine how to position your company in the existing competitive landscape, and articulate a value proposition message.

Objectives Process Deliverables

• Understand the U.S. market: size, trends, customer needs, role of the different players and major competitors.

• Figure out how to introduce the company and present your point of differentiation and unique attributes working on attraction (solving customer pain points) and distinction (be the only one to offer these attributes amongst competitors).

• Define the market segments to target and potential market entry plan.

• Analyze prospective partner.

• General inventory and profiling of all the possible relevant Market Segments.

• Gather data through secondary research (database, market research) and primary research (industry experts’ interviews): understand potential users’ primary requirements.

• Selection of the Top 5/7 most relevant sub-segment, and further strategic stratification such segments, based on demographic, economic, market access and competitive criteria.

• Market Overview. • Possible market segments Overview • Overview of the players per segment. • Ranking of the opportunities. • Definition of a multigenerational Market

entry plan (e.g. definition of the sub-segment to target First - Gen 1- and to target next - Gen 2).

• U.S. Value Proposition and SWOT.

Workshop n01: Review the early findings. List the Critical Success Factors to enter the U.S. market and the major improvements required to generate a compelling value proposition (e.g. product, UX/UI, business model, application, market access, claim

substantiation data...)


PHASE 2: CORPORATE PRESENTATION DEVELOPMENT

To stand out in the crowded U.S. market, you need to do more than simply translate your materials into English. You need marketing materials that present your value proposition in the best possible light for American audiences. Therefore we propose to help you on your existing presentation in order to check if the style complies with the American standards and to recommend edits.


• Develop a corporate presentation for an American audience: practical and action-oriented, engaging, and compelling.

• Based on a first draft of the presentation. French Tech Hub will use the same template to edit the content. 2 edit cycle maximum.

• Then French Tech Hub will review the design.

• 10-15 slides presentation aligned with your positioning and messaging. This is done with the help of an American copywriter and designer.

Workshop n02: 2-3 hours review of existing marketing materials and brainstorming on further development, messaging and design.



In this phase, French Tech Hub will validate your U.S. value proposition & and determine market potential in the US: French Tech Hub will connect with end customers/strategic partners who can help accelerate your U.S. go-to-market strategy through opinion and signed contracts.


• Assess your positioning and solution in the U.S.

• Meet with potential users, partners, or influencers to receive direct feedbacks on your solution; analyze needs, current pain points of potential users.

• We will organize 5-8 meetings with potential users and partners in order to validate and further articulate the value proposition and its supporting pitch, explore business development opportunities and/or receive market feedback.

• Telephone or Face-to-face meetings.

Workshop n03: Analysis based on feedbacks and comments gathered during process and leading to conclusion on positioning and opportunities using a mix of criteria such as opportunity size, go-to-market challenges, readiness (product & marketing fit), competitive

challenges, etc.



In this phase, French Tech Hub will identify the best way to penetrate the U.S. market, to accelerate its development by selecting the right vertical and by proposing a strategic sales process that can minimize the sales cycle.


• Identify the best way to penetrate the U.S. market.

• Determine go-to-market challenges and competitive risks.

• Re-evaluate and revise value proposition and positioning based on all collected primary and secondary market data.

• Create strategy and roadmap for optimal entry to the U.S. market.

• Roadmap to U.S. market entry report with timeline and milestones:

• Value Proposition. • Detailed market access plan including lead

channels and marketing execution plan. • Definition of a pilot market access plan. • Implementation of a pilot Market Access

Plan. • U.S. Partnerships roadmap: overview of the

prospective partners with engagement priorities.

• Pathways to expansion.


Copyright © 2015. All Rights Reserved

EXAMPLES OF FRENCH TECH HUB GO-TO-MARKET ANALYSIS

Identify addressable opportunities & understand market dynamics

Benchmark the offering & identify U.S. value proposition

Develop hypothesis for market entry

Validate offering & strategy with stakeholders, end users, KOLs

Develop a clear Go-To-Market strategy

Define a set of actionable recommendations

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Features significance (1-4) 3 3 2 2 3 4 4 3 3 2 2 1 3 4 2 3 1 3 2 3 3 4 3 2 3 3 2

Client • • • • • • • • • • • • • • • • • • • • • • • 64

Competitor 1 • • • • • • • • • • • • • • • 45

Competitor 2 • • • • • • • • • • • 36

Competitor 3 • • • • • • • • • • • 31

Competitor 4 • • • • • • • • • • 30

Competitor 5 • • • • • • • • • 27

Competitor 6 • • • • • • • • • • 27

Competitor 7 • • • • • • • • • 26

Competitor 8 • • • • • • • • • 26

Competitor 9 • • • • • • • • 25

Competitor 10 • • • • • • • 22

Competitor 11 • • • • • • • 21

Competitor 12 • • • • • • • 19

Personal communication Home Safety Health Care


Month 1

Call 1: Kick-off call Discussion around current value prop and positioning, identified competitors, and current European and US customers (sales cycle)

Call 2 :Demo call With sales team

Call 3: Preliminary Findings

• Market analysis • Competitive landscape • Value prop early findings • List of prioritized opportunities

Month 2

Call 4: Workshop 1 Review the early findings. List the Critical Success Factors to enter the US market and the major improvements required to generate a compelling value proposition

Call 5-6 : Workshop 2 Corporate presentation and marketing materials development

Month 3 Call 7: Workshop 3

Analysis based on feedbacks and comments gathered during process and leading to conclusion on positioning and opportunities using a mix of criteria such as opportunity size, go-to-market challenges, [company] readiness (product & marketing fit), competitive challenges, etc.

Month 4 Call 8: Final report: go-to-market strategy/ roadmap to US market entry report with timeline and milestones

KEY MILESTONES


TIMELINE

Month 1 Month 2 Month 3 Month 4


PHASE 2: CORPORATE PRESENTATION DEVELOPMENT


PHASE 4 : GO-TO-MARKET STRATEGY

Plus weekly or biweekly status meetings (key insights/conclusions and priorities for next week)

Project launch

Workshop 1 Final report-out

Workshop 2 Workshop 3


.

The French Tech Hub is located in San Francisco and Boston and

provide a wide variety of integrated services needed for American

expansion, including: strategy, marketing support, business

development, domiciliation, working desks, subsidiary creation,

visa, accounting, tax, payroll, HR and administrative support, etc.

FRENCH TECH HUB ADVANTAGE

Bi-cultural and multi-disciplinary team

We approach each project with an agile team structure tailored

to each client’s specific questions and needs. Project teams are

comprised of both qualified internal staff and ad-hoc veteran

industry experts

Track-record

150+ clients in IT and life sciences since 2009

Our clients have raised more than $85 million

Integrated approach

We provide services that streamline entry into and penetration of

the US market, including: operations support, funding access,

market entry and business development

For more information visit: www.frenchtechhub.com

ABOUT FRENCH TECH HUB A GROWTH ACCELERATOR FOR FRENCH INNOVATIVE COMPANIES

http://www.frenchtechhub.com/


Valerie Zeller U.S. Market Entry Areas of expertise: go-to-market strategy, positioning, marketing execution plan, launch 20 years of market strategy experience in Europe and USA. Has worked for European and U.S companies launching their products on the U.S market since 1996 by designing and implementing strategic marketing plans. Technologies and markets include: mobile, enterprise software, hospitality and travel, mobile health.

Robert Di Loreto Business Strategy & Advanced Business Development Areas of expertise: business strategy, M&A, fund raising, manufacturing, process industries, supply chain, healthcare, aerospace, defense Over 20 years of domestic and international sales, strategy, and business development experience, pioneering and scaling disruptive technology solutions for large corporate enterprises. Examples include Internet of Things (IoT); general sensor platforms and solutions leveraging temperature, motion, camera, active/passive tags; smart/predictive analytics; mobile; enterprise software.

THE CORE TEAM

Luka Grujic

Strategy Areas of expertise: design/product development processes and evaluations, customer ethnography, market research, business and regulatory strategies Former business development / program management intern at T3 Labs, leading a team developing a novel orthopedic medical device..

Helene Andre

Market Research Areas of expertise: positioning and competitive studies, market surveillance, marketing strategy Worked in various marketing consulting agencies where she led quantitative market studies in countries such as China or Saudi Arabia. She also wrote reports on consumer trends and monitored industries for Fortune 500 companies such as Kraft. Prior to working for French Tech Hub, Hélène worked at PRIME where she helped build tech partnerships between French & U.S. companies and R&D centers.

Meryl Draper

Branding Areas of expertise: corporate communications, advertising, and marketing. Meryl has 360-degree branding experience spanning corporate communications, advertising, public relations and marketing. She began her career in PR at MSLGROUP working with high-technology clientele including Cisco and Blackboard, and subsequently joined Ogilvy & Mather, India, where she oversaw IBM's advertising campaigns in 25+ global markets. Prior to founding Quirk, Meryl built big data startup darling 6sense's ($32 million in funding) brand from the ground up.


SOME RECENT RELEVANT GO-TO-MARKET STRATEGY PROJECTS TO DRAW FROM

Disruptive Fin-Tech Platform and Infrastructure Client

French Tech Hub validated a go-to-market strategy for this start-up client with no customers or presence in the U.S. Connected with the C-suites of:

Major Partnership under negotiation

Disruptive Acoustic Analytics Product

French Tech Hub initiated the first pilots in the U.S. and help this start-up targeting the oil and gas storage and energy companies migrate from a “services to a product” company. Connected with the C-suites of: Two pilots under definition

1 2

See appendix for additional case studies



Leading Smart City platform vendor

FTH established visibility and momentum into key partners opportunities. Cities of: • San Francisco • Boston • Louisville • Seattle • San Jose • New York

Disruptive Monitoring Product

FTH established visibility and momentum into key partners opportunities. Client can leverage this by having these 2 key U.S. players on its advisory board, build experience and demonstrate success in this segment of the U.S market.

3 4




Leading European Security Software Company

French Tech Hub validated a mid-tier market strategy for this start-up client with no presence in the U.S. and based on a strategic segmentation of the most relevant segments, recommended to target the healthcare segment as an initial U.S. market approach. Connected with the C-suites of:

Leading European Health and Wellness platform and connected devices vendor

Despite a strong value offering in accuracy and ease of use, our client had a below the average value offering for data management platform compared to the competition in the U.S. French Tech Hub initiated partnerships discussion to strengthen the company’s value offering. Connected with the C-suites of:

5 6



REFERENCES

ACCELERATING GROWTH FOR FRENCH TECH COMPANIES IN THE U.S.

IT SME

IT Startups

Tech

Health

Others


PRICING

Payments are due upon receipt and shall be invoiced as follows: • € 5,000 at the signature of the project; • € 5,000 after completion of Phase 1&2; • € 5,000 after completion of Phase 3&4 French Tech Hub’s fees do not include taxes as well as the fees for certain service providers (e.g., bank, insurance provider). This offer is valid for thirty days.

Phase Price

PHASE 1: MARKET POSITIONING AND VALUE PROPOSITION

€ 22,000 € 15,000 if selected for the PACA’s

acceleration program


PHASE 3: MARKET VALIDATION


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