1. Building a Global Brand on the Web
U.S. Commercial Service
Building a Global Brand on the Web
(Seller Beware)
September 19, 2012
SVAMA
Aileen Nandi, Commercial Officer
Silicon Valley U.S. Export Assistance Center
U.S. Commercial Service © 2012

2. What Works on the Web? YES Europe, Singapore, Australia
Cloud technologies
Consumer products
Commodities
eBay model NO
India, Latin America
Representation agreements
High tech equipment
Niche products
Custom-made designs/equipment/pieces

3. Do Your Due Diligence Know your partners
Don’t rely solely on incoming leads
Many countries -- deals based largely on personal contacts
Consider Exim/SBA guarantees with new foreign clients
Conduct the relevant background checks
U.S. Commercial Service © 2012

4. Market Research at www.export.gov
Our Market Research Library contains more than 100,000 country and industry specific market reports, web sites, events, and trade directory listings.
Country Commercial Guides (CCGs)
Market Research by Industry/Country
Customized Market Research

5. Cloud providers – data centers maintained in U.S.
IPR: Self-Protect
Registered patents and recorded trademarks provide basis for legal action (not always an option for small companies).
Biotech company – DNA analysis: licenses the software but the end-result analysis performed in the U.S.
Cloud providers – data centers maintained in U.S.
Software – exclusive license to large operator
U.S. Commercial Service © 2012

6. IPR Resources StopFakes http://www.stopfakes.gov/
Toolkits: Brazil, Brunei, China, Croatia, Egypt, European Union, India, Italy, Korea, Malaysia, Mexico, Pakistan, Paraguay, Peru, Russia, Taiwan, Thailand, Vietnam
Intellectual Property Rights In China Webinar Series
DOC-ABA free legal consultation for Brazil, Russia, India, China, Egypt, Thailand, Kenya, Ghana, Mozambique, Angola, Senegal, Nigeria, Colombia, Mexico, Indonesia, Vietnam, Turkey, Saudi Arabia, Argentina, or South Africa (
U.S. Commercial Service © 2012

7. Face-to-Face USUALLY Best, but…
Provided a list of potential channel partners to a SaaS company – signed a deal in Hong Kong and negotiations in Korea, Australia and Singapore
Assisted a Calcutta-based pipe importer buy the FasTracKids franchise as advertised in Commercial News USA.

8. Tips to Succeed
Did I say due diligence? Choose your clients and partners carefully
Insist on payment upfront until a solid working relationship is established
Protect your IPR and your brand name
After sales service and follow-up
Know the markets
Utilize your networks and resources

9. Thank You Silicon Valley U.S. Export Assistance Center
55 S. Market Street, Suite 1040
San Jose, CA
main:
fax:
U.S. Commercial Service © 2012