Global Software Building Blocks For Globalization Success William L. Paulin, Ph.D.

Why Join Global Software? IF You Might Become Global Some Day … IF You Might Become Global Some Day … IF You Know How & Need To Get Ready … IF You Know How & Need To Get Ready … IF You Are Ready Now … IF You Are Ready Now … The Program Is A Platform For You To … The Program Is A Platform For You To … Accelerate Your Learning of Relevant Information, Concepts & SkillsAccelerate Your Learning of Relevant Information, Concepts & Skills Evolve Your Company Specific Strategies, Business Models & Tactical Programs... In A Relevant Global MarketEvolve Your Company Specific Strategies, Business Models & Tactical Programs... In A Relevant Global Market Increase The Effectiveness of Your Contact Making, Network Building & Business Development ActivitiesIncrease The Effectiveness of Your Contact Making, Network Building & Business Development Activities Access Multi-National Business Management & Governance ExpertiseAccess Multi-National Business Management & Governance Expertise

Some Example Globalization Issues The Global Software Program Will Help Your Company Address Better & Faster

Some Building Blocks For Globalization Success TWO ESSENTIAL MENTALITIES FOR SUCCESS TWO ESSENTIAL MENTALITIES FOR SUCCESS TWO CORE STRATEGIC TASKS THAT MUST BE UNIQUELY ACCOMPLISHED TWO CORE STRATEGIC TASKS THAT MUST BE UNIQUELY ACCOMPLISHED THREE FINLAND  USA BUSINESS CAPABILITIES TO “BEEF UP” THREE FINLAND  USA BUSINESS CAPABILITIES TO “BEEF UP” FIVE BUSINESS DEVELOPMENT PROCESSES AT WHICH TO EXCEL FIVE BUSINESS DEVELOPMENT PROCESSES AT WHICH TO EXCEL

TWO ESSENTIAL MENTALITIES FOR SUCCESS (1) VAST COMMITMENT... (WITH JUSTIFIED CONFIDENCE) VAST COMMITMENT... (WITH JUSTIFIED CONFIDENCE) It is essential to globalization success, that the globalizing company have a “nearly irrational commitment” to the globalization endeavor and the target market. But this does not mean being stupid... the market must be explored and viable business models developed before the final entry decision can be made. Global Software is an excellent context in which to perform this exploration and strategy development.

TWO ESSENTIAL MENTALITIES FOR SUCCESS (2) ACTION RESEARCH (BUSINESS BUILDING) PROCESSES ACTION RESEARCH (BUSINESS BUILDING) PROCESSES “Knowing that you don’t know”... as well as knowing how to go about learning what you need to know... are vital mentalities for successful, global business development. It is the “unknown unknowns” that kill business globalization efforts. So potential globalizers must be ready to explore, learn, adapt and evolve. “Action Research” is, I believe, the best way for Finnish high techs to do this and, again, The Global Software Program is an excellent context in which to do this.

TWO CORE STRATEGIC TASKS THAT MUST BE UNIQUELY ACHIEVED (2) BUILD A UNIQUE, WINNING BUSINESS MODEL BUILD A UNIQUE, WINNING BUSINESS MODEL While there are some universal and market-specific, best business practices that smart companies will learn and adopt (see below), the essential keys to a firm’s success – the “secret sauce” for any company ‑ are unique to that company in each specific target market. There is no “easy way”... no “one size fits all” rules for the core elements of a firm’s business development success. The highest probabilities for success are contained in developing a unique strategic business model specific to your firm and the target market. And the Global Software program is an excellent context for a firm to practice the art and science of business model development.

TWO CORE STRATEGIC TASKS THAT MUST BE UNIQUELY ACHIEVED (2) DO THE BASICS – AVOID COMMON FAILURE MODES DO THE BASICS – AVOID COMMON FAILURE MODES To paraphrase Tolstoy’s Anna Karina, “all successes are unique while all failures are the same.” While companies’ success strategy will be unique, it is true that companies can learn from those who have gone before – they can learn to avoid the common failure modes and to adapt the common success behaviors identified by others. I have several studies and articles on these and the Global Software Program is an excellent forum for companies to explore and learn lessons from others in this arena.

THREE FINLAND  USA BUSINESS CAPABILITIES TO “BEEF UP” (1) BUILD THE MANAGEMENT TEAM’S CAPABILITIES & EXPERIENCE BUILD THE MANAGEMENT TEAM’S CAPABILITIES & EXPERIENCE Any pre-globalized company in Finland is likely to have “holes” in its management team’s experience – both in terms of just plain senior business experience as well as market specific experience. Global Software is an excellent place to meet a multi- national set of potential advisors, board members and/or “virtual executives.” – to “fill in” their management experience “holes.”

THREE FINLAND  USA BUSINESS CAPABILITIES TO “BEEF UP” (2) DEVELOP THE TOTAL, MARKET-SPECIFIC PRODUCT DEVELOP THE TOTAL, MARKET-SPECIFIC PRODUCT It is highly likely that any Finnish companies’ physical product is, in itself, not exactly right for the North American marketplace... and it is virtually certain that their customer selling, training and service functions – highly important elements in the firm’s “Total Product” – are extremely inadequate. In short, it is true that despite the fact that a pre-globalized Finnish company’s technology is likely incredible and leading edge, its products probably suck for the USA market – they must be significantly evolved, localized and fixed. And Global Software is an excellent forum for exploring this likelihood and “road-mapping” its resolution.

THREE FINLAND  USA BUSINESS CAPABILITIES TO “BEEF UP” (3) CREATE A CORE STRATEGIC LEVEL SELLING FUNCTION CREATE A CORE STRATEGIC LEVEL SELLING FUNCTION The size and isolation of the Finnish marketplace seems to mitigate against the need for an extensive and robust selling function. The North American marketplace couldn’t be more different. “Selling” – sales, marketing, training and customer service – may be the most important strategic function in a company... in the USA. Thus, the globalizing Finnish company must expect to build a dramatically increased selling and marketing function. And, again, the Global Software programs is an excellent context for road-mapping this activity.

FOUR BUSINESS DEVELOPMENT PROCESSES AT WHICH TO EXCEL (1) THE EXPLORATION PHASE – BI-NATIONAL “ACTION RESEARCH” THE EXPLORATION PHASE – BI-NATIONAL “ACTION RESEARCH” Entrepreneurship research shows that winners are deeply involved and familiar with the marketplace. Since pre-globalization stage companies do not know their target market, they start with a disadvantage that must rapidly and effectively overcome. They must explore, discover and learn... in the target market. This early stage “market research” cannot be done well from afar or by remote control... nor can it be effectively given away to others to do. To successfully impact the company, it must be performed by company principles... in the target market... and with the assistance of globally experience, target market based facilitators/navigators. The most effective process by far for small companies, we call “action research.” Action research combines early stage selling with a market exploration focus ‑ research by doing “beta business” so to speak. This is the fastest, least expensive route to a market specific business model – one with a chance of winning – and the Global Software Program provides a good context and general input foundation for this action process. Entrepreneurship research shows that winners are deeply involved and familiar with the marketplace. Since pre-globalization stage companies do not know their target market, they start with a disadvantage that must rapidly and effectively overcome. They must explore, discover and learn... in the target market. This early stage “market research” cannot be done well from afar or by remote control... nor can it be effectively given away to others to do. To successfully impact the company, it must be performed by company principles... in the target market... and with the assistance of globally experience, target market based facilitators/navigators. The most effective process by far for small companies, we call “action research.” Action research combines early stage selling with a market exploration focus ‑ research by doing “beta business” so to speak. This is the fastest, least expensive route to a market specific business model – one with a chance of winning – and the Global Software Program provides a good context and general input foundation for this action process.

FOUR BUSINESS DEVELOPMENT PROCESSES AT WHICH TO EXCEL (2) THE LAUNCH PHASE – “EVOLUTIONARY DEVELOPMENT” PROCESSES THE LAUNCH PHASE – “EVOLUTIONARY DEVELOPMENT” PROCESSES Plan and execute the launch program to the start-up success point (BE).

FOUR BUSINESS DEVELOPMENT PROCESSES AT WHICH TO EXCEL (3) THE EARLY GROWTH PHASE ‑ ORGANIZATION BUILDING PROCESSES THE EARLY GROWTH PHASE ‑ ORGANIZATION BUILDING PROCESSES Build the people and organization carefully to first profit and to the breakout launch phase.

FOUR BUSINESS DEVELOPMENT PROCESSES AT WHICH TO EXCEL (4) THE ON-GOING GROWTH PHASE ‑ BUSINESS CULTURE PROCESSES THE ON-GOING GROWTH PHASE ‑ BUSINESS CULTURE PROCESSES Manage the business development and growth stage.

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