LEADFORMANCE & BRIDGE Software publisher Objectives Strategy: expert Commercial success Advanced Store locator Connection on – offline Integrated in a website Advantages (SEO, Fast deployment, Customer satisfaction, All industries)

CONSUMER BEHAVIOUR

Graphic by Milo taken from ess.com

Leadformance Internal and External Environment Analysis Example: SWOT & Porter

SWOT

OPPORTUNITIES & THREATS ROPO/ROBO trend Internet users on the increase Competition of big brands with distribution networks Limits of online business Search engines & SEO importance increasing Free online localizing tools Potential competition Brands reluctant to invest? Time consuming to educate potential clients Fast development of information technologies and the Internet

STRENGTHS & WEAKNESSES Expertise, R & D, Innovation Start-up energy & dynamism Clients – big brands Customer satisfaction Behaviour driven development Team Lack of notoriety Financial dependency Dependency on one single product Clients – big brands Limited flexibility of the solution Not sufficient capacity of the working place

5 Forces of Porter

INTERNATIONAL DEVELOPMENT

Decision Process Deciding whether to go abroadDeciding which markets to enterDeciding how to enter the marketDeciding on the marketing programDeciding on the marketing organization By Kotler & Keller (p. 600)

Evaluation of International Development Potential METHODS

AREAS TO ANALYZE General analysis: PEST in its detailed version – STEEPLE (social, technological, economic, environmental, political, legal and educational aspects) Cultural background Internet user behaviour tendencies (Google Insights) Potential clients (brands with large distribution networks)

CZECH MARKET general analysis (example application)

Google Insights Comparison Czech vs. French Internet users search behaviour - example of using the tool

Interest over time

Search Terms Analysis

Potential Clients’ store locator analysis Example: Škoda Auto

Store Locator of Škoda Auto

Presence on Google Local

STORE LOCATOR AUDIT of "Škoda - Auto" TOTAL: 6.3/10 CRITERIA : Access to the point of sales DetailPoints Value Map x 0.25 Animated map (e.g. regional approach, flash) x 0.25 Advanced search (e.g. by zip code, town, product) x 0.25 Symbol of Store Locator on the brand’s home site Point of sale information Address and contact details x 0.25 Photos and visual presentation x 0.5 Welcome note and presentation of the point of sale x 0.75 Opening hours x 0.25 Special offers (general) x 0.25 Map by Google Maps x 0.5 Mini-sites x 0.5 Print version of the point of sale mini-site 00.5 Special offers (specific for each point of sale) x 0.5 Visibility of the point of sale on mobile platforms 00.5 Contact Generation for the points of sale Decentralized newsletter x 0.5 SMS sending 00.5 Contact form 00.5 Decentralized contact form 00.5 Call Center x 0.5 Contact Recruitment for the points of sale Points of sale in Google local x 0.5 SEO "point of sale" + "brand" + "town" x 0.5 SEO "point of sale" + "industry" + "town" 01

CONCLUSION

Methodology for Evaluation of International Development Potential General Analysis of the target market (STEEPLE) Consider cultural aspect Analysis of customer behaviour tendencies on the target market (statistics, researches) Analysis of Internet users search behaviour (Google Insights) Potential clients existing store locator evaluation (evaluation grid, mark 0 – 10)

the international development of Leadformance on the Czech market would be recommendable and should presumably be successful There are more than 20 potential clients of Leadformance obtaining a mark in store locator evaluation lower than 6 the final decision is not straightforward and would depend on other factors (size of potential clients’ distribution network etc.) There are less than 20 potential clients of Leadformance obtaining a mark in store locator evaluation lower than 6 2 hypotheses depending on the store locator evaluation analysis outcome

MY CONCLUSION Expected Consumer behaviour tendency Expected store locator analysis results in the Czech Republic List of potential clients in corresponding industries Suggestion of new industries to conquer

PRODUCT COMMUNICATIONS Do not change product Adapt product Develop new product Do not change communications Straight ExtensionProduct Adaptation Product Invention Adapt communications Communication Adaptation Dual Adaptation Kotler & Keller, p. 611 Five International Product and Communication Strategies

Thank you for your attention!