1. Globalization Readiness: From Strategy to Execution
Luciana Vecchi
Globalization Strategy at NetApp

3. How can this be possible?
Executable Strategy!
Patience,
Perseverance,
Assertiveness,
Communication, and
Practice
– Lots of practice!

4. Brasilia, Federal Capital of Brazil

5. Honolulu, Hawaii, US

6. Silicon Valley, CA, US

7. What is Globalization?

8. Executive Decision Makers
Globalization 
The process of international integration arising from the interchange of world views, products, ideas and other aspects of culture.
Executive Decision Makers

9. Transcreation
Machine Translation

10. Executive Decision Makers
Delivery Teams

12. Executive Decision Makers
The Puzzle
Executive Decision Makers
Delivery Teams
Market Entry and growth opportunity
Market complexity
Local rules & regulations
Local Infrastructure
Pricing
Taxation
Language limitation
Language Barrier
Cultural differences
Software code
Documentation

14. 10
Steps

15. Allocate Time and Resource
STEP 1
Allocate Time and Resource

16. Understand who are the players
STEP 2
Understand who are the players

17. Get clarity on the company’s plans
STEP 3
Get clarity on the company’s plans

18. Gather Market Knowledge!
STEP 4
Gather Market Knowledge!

19. GLOBALIZATION OPPORTUNITIES TO TACKLE FAST
Template Sample
LOCAL TRENDS
GLOBALIZATION OPPORTUNITIES TO TACKLE FAST
Public Sector Bids
Made in China (MIC) requirements on rebranding
US Companies creating very solid R&D innovation centers
Provide localized offerings to Government Segmentation to avoid further missing revenue opportunity ($XXM) - Public Sector, Health Care and Education
Fully understand this trend and how to operate with in it
Partner with Manufacturing to understand pros and cons
NetApp Confidential - Internal Use Only

20. STEP 5
Reality Check!

21. Template Sample IN COUNTRY DEPARTMENT NAME/TITLE COUNTRY ASK
REASON + SCOPE
COST
Product Ops:
Mario Petanga, Sr Dir
Allan Mars, Dir
Product 1
Product 2
Local preference
(UI + error message)
Government regulations
$ xxxx
Sales Ops:
Training:
Marketing:
Legal:
Customer Support Ops:
Customer/
Partner:
TOTAL
$ xxxxxx
HQS
DEPARTMENT
NAME/TITLE
PROGRAMS
REASON/SCOPE
COST
Product Ops:
Marico Fran, Product Manager
Jeannine, Sr Manager
Product 2
Product 3
Product 4
Government regulations
Biggest account ($50M Year)
New Account ($2M Year)
$xxxx
Sales Ops:
Training:
Marketing:
Legal:
Customer Support Ops:
Customer/
Partner:
TOTAL
$ xxxxxx

22. STEP 6
Connecting the Dots

23. Globalization Strategy Plan: Template Sample
IN COUNTRY DEPARTMENT
NAME/TITLE
COUNTRY ASK
REASON + SCOPE
COST
Product Ops:
Mario Petanga, Sr Dir
Allan Mars, Dir
Product 1
Product 2
Local preference
(UI + error message)
Government regulations
$ xxxx
Sales Ops:
Training:
Marketing:
Legal:
Customer Support Ops:
TOTAL
$ xxxxxx
HQS
DEPARTMENT
NAME/TITLE
PROGRAMS
REASON/SCOPE
COST
Product Ops:
Marico Fran, Product Manager
Jeannine, Sr Manager
Product 2
Product 3
Product 4
Government regulations
Biggest account ($50M Year)
New Account ($2M Year)
$xxxx
Sales Ops:
Training:
Marketing:
Legal:
Customer Support Ops:
TOTAL
$ xxxxxx
GLOBALIZATION
PROGRAMS NEEDED
COUNTRY ASK
HQs PROGRAM PLANNED FOR (COUNTRY)
COST
Product Ops:
Product 1
Product 2
Product 3
Product 4
YES NO
$ xxxx
Sales Ops:
Training:
Marketing:
Legal:
Customer Support Ops:
TOTAL
$ xxxxxx
3-5 Prioritized Asks
DECISION
RECOMMENDATION
SCOPE/OUTCOME
DRIVERS
DECISION MAKER
INVESTMENT
Product Ops:
Product 2
Product 3
Government regulations
Biggest account ($50M Year)
DEPARTMENT:
IN-COUNTRY:
$ xxxx
Sales Ops:
Training:
Marketing:
Legal/Finance/Manufacturing:
Customer Support Ops:
TOTAL
$ xxxxxx

24. Commitment (Investment)
STEP 7
Commitment (Investment)

25. Globalization program
Sample Template
INVESTMENT OPTIONS
Globalization program
Scope
Option 1
Option 2
Option 3
INFRASTRUCTURE
1. Customer Support Site
Top traffic pages (metrics provided by Support Site team)
$ xxx.00
2. Knowledge Base
Mchine Translation + article post-editing
3. Tools
4. Community Website
5. Support Call Center
DOCUMENTATION
1. Process guideline
2. Registration doc
3. Bla Bla
4. Bla Bla
5. Bla Bla
PM Fees
1 contractor
TOTAL
$XXX,000

26. STEP 8
Execution Time!

27. Communicate, Communicate, Communicate!
STEP 9
Communicate, Communicate, Communicate!

28. STEP 10
Show the Impact

29. Gather Market Knowledge Understand who are the players10
Show the Impact
Steps Recap
Communicate 9
Execute! 8
Commitment 7
Connect the Dots 6
Reality Check 5
Gather Market Knowledge 4
Understand who are the players 3
Connect the Dots 2
Time & Resources 1

30. Executive Decision Makers
Executable
Strategy
Delivery Teams
Globalization Readiness

31. How can this be possible?
Executable Strategy!
Patience,
Perseverance,
Assertiveness,
Communication, and
Practice
– Lots of practice!

32. luciana.vecchi@netapp.com lucianavecchi