1. Building an International Startup in 4 Steps
Lior Tal
Thanks for having me here today. I was asked to speak about building an international startup and decided to talk about the 4 steps that worked for me in the past.

2. About Myself Acquired ($225M) by: Acquired by:
So a bit of background about me. I come from the cyber space where I spent most of my career. I co-founded a startup called Guardium a database security company that developed a solution for very large enterprises. The guardium solution allowed them to secure many databases from various vendors and version using one solution that did not require software agents on databases. Still today, Guardium is one of the best selling solution for IBM.
After I left Guardium, I co-founded Insihtix a Network Access Solution provider that provided enterprises with a dashboard that allowed them real-time view of all enterprise network devices like PCs, laptops, printers etc. without any dependency on network infrastructure.

3. Agenda Focused on sales, business development and marketing
Why building an international startup
The 4 stage model

4. Professional Personality Assessment
Personity AI
Professional Personality Assessment
Human resources – recruiting and cloning
Advertising – personality based ads / websites
Insurance – driver and life insurance
Online dating

5. Personity Market Enterprises and staffing in the USA
Average turnover is 40%
Cost-per-hire is $4,000
Time-to-hire is 42 days
Replacing a “bad-hire” – 30% of annual salary

6. Personity in the HR Market
Immediate, accurate and inexpensive personality assessment
Authentic and unbiased – no questionnaire or games
Legally sound and privacy is protected

7. Personity Offering 45% Cost reduction 55% Time savings 6-7x ROI $2,629
Traditional Recruiting
Screening with
Resume Review
Phone Interview
F-2-F Interview
Prof. assessment
Background Checks
Offer
Hire
45% Cost reduction
55% Time savings
6-7x ROI
$2,629
71hr
$1,360
29hr

8. Why Build an International Startup?
Small local market
Large opportunity
Ecosystem
Israel is a small market
Very large international opportunity
No similar vendors
Many potential partners

9. Why Build an International Startup
Local vs International Addressable market
Population
Potential customers
Pricing / currency
Competition, potential partners, channels
4M (IL) vs 145M (USA) workforce
Limited competition
Many potential partners (ATS, job listing, background checks)
Many potential channels

10. Think “International” from Day One
Funding –International “mindset” and network
Legal and accounting – organized, top firms
Team –languages
Mentality/culture – open, tolerant
Product - localization
Local advantage
Talent pool
Raised funds from international investors
E&Y
Fluent English

11. Penetrating International Market
Networking – LinkedIn, MeetUps, partners, friends
Pilots/POC and Customers – early adaptors, friendly
Opinion leaders – technology, market, academy
Networking – Uber, AirBNB, Kelly Services, MasterCard, Deloitte, E&Y
Partners - SAP, iCims, Bullhorn, eRecruit
Rebecca Guerra – ex VP HR eBay, Rich Pennock – ex VP Kelly Services

12. Establishing an International Subsidiary
Local vendors – legal, accounting
Establish legal entity
Initial presence – sales, BD, marketing
First reference accounts
Established Personity Inc.
Recruited sales executive – Jeff Campbell
POC/Pilots with few key reference accounts
Jeff Campbell
Personity US President
CCO SalesPredict (eBay), SVP Sales SugarCRM

13. International Expansion
Team – expend sales, support, business development and marketing
PR and Marketing
Sales, Slaes, Sales
Working on that

14. Questions Lior Tal liort@personity.ai +972-54-7490308
We’re always looking for talented engineers