1. Global Software Global Software Program Juhani Saukkonen Executive Director, Global Software Director, Software Forum, Technopolis

2. Global Software What is Global Software? Global Software is the most comprehensive business development, marketing and networking program for the leading Finnish software intensive companies investigating or targeting global markets with a focus on North America

3. Global Software Total 60 Companies Since 1998

4. Global Software Short History Pilot Software: 1998 to 2000, with 14 companies Global Software I: 2001-02, with 30 companies Global Software II: 2002-03, with 19 companies Five year evolution from learning business and networking in the US to professional coaching about global business and getting deals closed in the US. Half of the participating companies have already closed deals in the US.

5. Global Software Customer Testimonials "By the end of Global Software II we had honed our value proposition and presentation. We also gained tens of new business contacts in the US, closed a major new partnership and attracted several US Venture Capital contacts to begin discussion on Ekahau's future funding." Antti Korhonen, CEO, Ekahau “The insights Jutel gained about US Markets and Entry Strategies by participating in the Global Software program were crucial for closing the deal with 3i, a world leader in Venture Capital and private equity.” Jorma Kivelä, VP and co-founder, Jutel

6. Global Software Highlights of this year’s program Even more focus on Meetings with Customers, Partners and Investors in Your Industry Partnering with Chasm Institute to Train ’How to Market High Tech Products in Global Markets One to One Meetings with Industry Analysts Three Phase Approach with Readiness Assesments Worth $200 000 for your Company

7. Global Software Global Software Management Team Director’s in Finland Irmeli Lamberg - Helsinki Heikki Nuutila - Tampere Jussi Nukari - Jyväskylä Juhani Saukkonen - Oulu Petri Kinnunen –Oulu Directors in the US Brenda Fox – Executive Director, Silicon Valley Ken Jacobsen – Silicon Valley Owen Greeson - Atlanta Sari Laitinen - Minneapolis Victor Vurpillat – Silicon Valley

8. Global Software Funding & Sponsors Tekes provided funding for the planning and design of the 2003-2004 program Ministry of Trade & Industry provides funding for Marketing, Phase I and final seminar in 2004 Local TE-Centres (Employment and Economic Development Centres) fund Phases II and III Program is sponsored by: These Funding Sources & Sponsors make this program possible:

9. Global Software The imperative for Finnish Software companies to Globalize to be successful High tech (like software) spending in Finland is under 0,5 % of world wide spending

10. Global Software Finnish high tech market (<0,5%) as a part of the global markets (100%) Finland

11. Global Software Example: Worldwide market 200 M€ and in Finland 1 M€ Revenue from Finland (M€) Foreign revenue (M€) Total revenue (M€) Revenue from Finland (%) Foreign revenue (%) Global market share (%) 10110000.5 11250 1.0 13425752.0 1910 905.0 1192059510.0 1242549612.5 1323339716.7 1495029825.0 19910019950.0

12. Global Software Finnish high tech company is ”forced” to be global ? Share of revenue (%) coming international from markets Global market share (%)

13. Global Software Worldwide software product markets in 2001 (€ 223 B) by some countries (EITO2002, OECD IT Outlook 2002) ©Copyright 2002, Jussi Nukari. All rights reserved. ChinaIndia Israel

14. Global Software Global market share of a software company ? Example: 33% market share at home (Finland, Sweden, UK, USA) market in 2001 (EITO2002) vs. share of revenue coming from international markets

15. Global Software In order to be a viable company globalization is an imperative To be successful means globalizing your high tech business If you don’t investigate US markets, you may miss the best opportunity Like SAP, a German origin company, became a market leader after entering the US markets Globalization will dramatically increase your chances for a successful exit strategy

16. Global Software Accelerated Paths to Global Markets

17. Global Software Learn by Doing Key Steps To Enter A NewMarket

18. Global Software Key things you need to know to get ready for Global Markets 1.Where your product and services fit in that market? ( Better yet is there a market for you?) 2.Who are your customers and how do you reach them? (Do they want what you have to offer?) 3.Who are your competitors and potential partners? (How can you differentiate yourself?) 4.How to communicate a compelling value proposition? (So customers will buy from you!) 5.Do you have what it takes and are you ready? (If not what do you need to do to be ready ?) Strategic Positioning Marketing

19. Global Software Key Steps in Global Software Selling Business Networking Marketing Strategic Positioning Closing Deals Press & Analyst Tour

20. Global Software Delivered in Three Phases PhaseStepsDates & Locations 1 Getting Ready for Global Markets December 3 rd to December 12 th in Finland 2 Tailoring Business Strategy for North American Markets January 19 th to January 23 rd in Finland March 22 nd to April 2 nd in North America 3 One on One Appointments with Customer, Partner, Investor June 14 th to June 5 th in North America 1 on 1 coaching thru graduation in September Strategic Positioning Marketing Business Networking Press & Analyst Tour Selling Closing Deals

21. Global Software Phase I Getting Ready for Global Markets Strategic Positioning Marketing December 3rd to December 12th in Finland

22. Global Software Strategic Positioning & Marketing Strategic Positioning Marketing  Learn the principles and dynamics of technology market development  How to identify the target customer and compelling reasons to buy (What do they want?)  How to analyze competition and position your product/service  Understand how to build your market strategy Strategic Positioning Marketing

23. Global Software Strategic Positioning and Marketing Based on the work of Geoffrey Moore Strategic Positioning Marketing

24. Global Software Mark Cavender will join Global Software for Phase I and II Mark Cavender is Founder and Managing Director of Chasm Institute Over 15 years of experience in enterprise software Mark has a unique blend of strategic and tactical marketing skills coupled with a strong background in software sales Mark has worked with numerous leading enterprise software and telecommunications companies such as Acterna, Business Objects, Hyperion, Lawson Software, Microsoft, Nextel, Nokia and SunGard as well as growing firms such as Docent, iManage, and Logility Prior to founding Chasm Institute, Mark spent 9 years with The Chasm Group, four years with Oracle Corporation, and before joining Oracle, he was Marketing Manager with J.D. Edwards & Co. Strategic Positioning Marketing

25. Global Software How to exploit the Technology Adoption Life Cycle and identify types of buyers Pragmatists create the dynamics of high-tech market development. InnovatorsEarly Adopters Early MajorityLate MajorityLaggards Techies Try it! Pragmatists Stick with the herd! Conservatives Hold on! Skeptics No way! Visionaries Get ahead of the herd! Strategic Positioning Marketing

26. Global Software How to identify market dynamics: the Early Market, the Bowling Alley, the Tornado, and Main Street Chasm Early Market Bowling Alley Tornado Main Street Four Unique Markets Strategic Positioning Marketing

27. Global Software How to Plan a Market Development Strategy Deal Driven Mass Marketing 1 to 1 Marketing Product to Service Marketing Niche Marketing Strategic Positioning Marketing

28. Global Software Strategic Positioning & Marketing Strategic Positioning Marketing  Learn the principles and dynamics of technology market development  How to identify the target customer and compelling reasons to buy (What do they want?)  How to analyze competition and position your product/service  Understand how to build your market strategy  Market Research Data on your industry Strategic Positioning Marketing PositioningSegmentation Market Strategy

29. Global Software Industry Market Research Directors of Global Software will work with you to 1.Estimated Size of the market 2.Layout of Customers, Potential Channel Partners, Competition in your industry 3.Product look and feel for North American Markets 4.Pricing Strategies for your Market Strategic Positioning Marketing

30. Global Software Key things you need to know to get ready for Global Markets 1.Where your product and services fit in that market? ( Better yet is there a market for you?) 2.Who are your customers and how do you reach them? (Do they want what you have to offer?) 3.Who are your competitors and potential partners? (How can you differentiate yourself?) 4.How to communicate a compelling value proposition? (So customers will buy from you!) Strategic Positioning Marketing

31. Global Software Telling your company story in 30 seconds! (the famed elevator pitch) Directors of Global Software will work with you to: Articulate your value proposition (What problem, business need or pain do your products address and solve? What will the customers ROI be?) Package and present your story to be more appealing to a customer, partner or funding source (Elevator pitch, Executive Summary, 6 Slide Sales or Funding pitch) How to gage and follow up on the level of interest in your company (Lead Management)

32. Global Software Key things you need to know to get ready for Global Markets 1.Where your product and services fit in that market? ( Better yet is there a market for you?) 2.Who are your customers and how do you reach them? (Do they want what you have to offer?) 3.Who are your competitors and potential partners? (How can you differentiate yourself?) 4.How to communicate a compelling value proposition? (So customers will buy from you!) 5.Do you have what it takes and are you ready? (READINESS ASSESSMENT ) Strategic Positioning Marketing

33. Global Software Key deliverables of Phase I Map showing customers, partners and competitors in your industry Ability to develop a detailed 9-point strategy the Early Market and the Bowling Alley Business Networking Press & Analyst Tour Set of compelling company presentations Readiness Assessment report

34. Global Software Phase II Tailoring your Business Strategy For North American Markets Business Networking Press & Analyst Tour Three Parts January 19th to January 23rd in Finland 1 on 1 Coaching in February to prepare for the 1 st Field Trip to North America March 22nd to April 2nd in North America

35. Global Software In Both United States and Canada

36. Global Software Steps to Tailoring Business Strategy Business Networking Press & Analyst Tour Business Networking Press & Analyst Tour  Programs and tools for each phase of the sales cycle and how to implement a marketing & sales strategy  How to generate new business even in an economy when money is not budgeted by your customer How to ImplementMarketStrategy

37. Global Software Implementing Strategy Mark Cavender will be back to train and coach on:  Building a strategic framework  Fine-tune 9-point marketing strategy  Plan go-to-market programs  Provocation-Based Selling Understand the change in customer behavior and competition in a downturn Use proposals to your advantage Business Networking Press & Analyst Tour

38. Global Software Steps to Tailoring Business Strategy Business Networking Press & Analyst Tour  Learn the principles and dynamics of Public Relations (PR)  Begin to meet and leverage a business network in North America  Practice Delivering the right message to analysts like Gartner, Forrester, IDC Business Networking Press & Analyst Tour  Programs and tools for each phase of the sales cycle and how to implement a marketing & sales strategy  How to generate new business even in an economy when money is not budgeted by your customer How to ImplementMarketStrategy Go Live! Start telling Your Story

39. Global Software Donna Candelori Managing Director Will Join Global Software for Phase II and prepare you for and orchestrate a Tri City Press and Analyst Tour  Over twenty years of consumer and high-tech sales, marketing and communications experience  Agency experience includes A&R Partners, Franson, Hagerty & Associates and Saatchi & Saatchi Advertising  Corporate experience includes Sega of America, Silicon Graphics, Mountain Network Solutions and Ziff-Davis Publishing  Industry veteran with broad business and media contacts  Manages select accounts; from strategic direction, to influencer liaison, to material development and implementation Shaping Decisions Business Networking Press & Analyst Tour Shotwell

40. Global Software Jay Shotwell Strategist Her partner will also join the program for Phase II  Founder and CEO of Shotwell Public Relations in Santa Clara for 20 years  Specializes in strategic, creative, and relationship development for emerging and established corporations within the computing and internet marketplace  Program development has led to market creation and branding, executive profiling, launch plans, the creation of PR tools, and building industry relationships  Held senior marketing positions at Ampex, Memorex, Condor Computing, National Semiconductor and TeleVideo Shaping Decisions Business Networking Press & Analyst Tour Shotwell

41. Global Software PR…What It Can Do For You Exposure (Customer finds you) Credibility (Better if someone else promotes you than you bragging about yourself In a noisy market with a lot of competing voices) Relationships (Analyst and editors are better connected than you are) (Use them as conduits to people you want to meet and have a relationship with) Shaping Decisions Shotwell Business Networking Press & Analyst Tour

42. Global Software Donna and Jay Will help you Get Ready for the PR Challenges Telling a compelling story Credible management A product/service the market needs Sustainability Informative company website Analyst references Shaping Decisions Shotwell Business Networking Press & Analyst Tour

43. Global Software PR Checklist Timing – Market, Product, Momentum Credibility – People, Product, Customers Product – Working Demo Sources – Channel, Customers, Funding Tools – Press Kit, News, Testimonials Results – Ink, Sales, Customers, Partners Shaping Decisions Shotwell Business Networking Press & Analyst Tour

44. Global Software Benefits of the Press & Analyst Tour  Increases sales opportunities  Gain product evaluation with key influencers  Heightens impressions (Awareness you exist)  Foster third-party relationships  Discover joint opportunities with new alliances (Customer, Partner, Funding Sources)  Accelerates return on investment (Bigger bang for marketing $) Shaping Decisions Shotwell Business Networking Press & Analyst Tour

45. Global Software Benefits Donna and Jay Bring to the Program They keep an eye on the industry for our clients Tracking trends –Marketplace, Competitors, Influencers Researching opportunities Monitoring perception Analyzing news and competitive activity Measuring results –Message accuracy, competitive gains, impressions Shaping Decisions Shotwell Business Networking Press & Analyst Tour

46. Global Software Phase II Deliverables Market and Sales Strategy Press Kit Materials Press & Analyst Feedback & Business Networking Connections Readiness Assessment Report Polished Elevator Pitch & Sales Materials Business Plan Review Exposure to North American Business Practices Business Networking Press & Analyst Tour

47. Global Software You will exit Phase II with … A Readiness Assessment report that you can discuss with your Board of Directors and funding sources to ensure that your are ready for proceeding to Phase III of the program

48. Global Software Phase III Customer, Partner, Investor One on One Appointments Selling Closing Deals June 14th to June 5th in North America 1 on 1 coaching thru graduation in September

49. Global Software Steps to Selling & Closing Deals Selling Closing Deals  Establish your business model (OEM, royalty deal, sell IP, Direct sales, Channel partner, or revenue share deal)  Identify Prospects  Set Appointments  Additional Networking Events  1 on 1 Customer, Partner, Funding source meetings Selling Closing Deals

50. Global Software Discover your Business Model First hand experience with North American business practices Establish your business model – OEM, royalty deal, sell IP, Direct sales, Channel partner, revenue share deal In a market that is 90 times larger than Finland’s! Selling Closing Deals

51. Global Software Lead Generation and Appointments Appointments and presentations with real customers, partners and funding sources in your target market  Deliver your message and value proposition to a North American customer, partner or funding source  Which will lead to further validation of your product, value proposition, positioning, competition, business model and sales/marketing strategy Selling Closing Deals

52. Global Software Business Plan Competition Global Software has partnered with a Leading Calgary VC who has invited the companies in Phase III to participate in their business plan competition Potential Additional Investment to fund your globalization Selling Closing Deals

53. Global Software Business Connections Introductions to 100+ key business contacts and insights into North American business expertise Entreprenuers and Advisors in your industry space PR, Marketing & Sales Professionals Lawyers & Accountants Recruiters & Government Officials Potential employees Business Angels & Venture Capitalists Selling Closing Deals

54. Global Software Business Connections Executive briefings from major companies setting the market trends in North America Peer to Peer enhanced learning, additional new business and partnering opportunities through peer to peer business networking events in North America Selling Closing Deals

55. Global Software Phase III Deliverables Lead Generation and Appointments Business Model Launch Strategies Customer, Partner, Investor Contacts Peer to Peer Business Alliances Potential VC Funding Goal is to Close a Deal Selling Closing Deals

56. Global Software Reduce the cost, minimize the risk and Improve the success rate to entering the North American Market Global Software

57. Program Deliverables Readiness Assessment Report 6 Slide sales or funding pitch Executive Summary Elevator Pitch 9 Point Market Strategy Industry Market Research Readiness Assessment Report Business Plan Review Business Networking Connections Exposure to NA Business Practices Press & Analyst Feedback Polished Elevator Pitch Sales Materials Sales Strategy Potential VC Funding Peer to Peer Business Alliances Customer, Partner, Investor Contacts Launch Strategies Business Model Business Plan Review Lead Generation and Appointments Goal is to Close a Deal

58. Global Software Testimonials ’ The GSW program gave us the best possible contacts in our industry. This has opened the doors for us to the US- and other markets as well.’ ‘There are things, you can't learn from books. One of those things is doing business in US. GSW gave me an excellent insight experience about it and I warmly recommend that Finnish SW companies join the GSW program as well.’ Jyrki Eklund CEO, Fitware Oy Kauko Väinämö CEO, CIM Networks Oy

59. Global Software Ajatuspaja, Kimmo Laakkonen I am not a fan of listening lectures. When I participated in the Introduction seminar of the previous Global Software,I got the feeling, that GSW offers all the insights using "learning by doing" method. I was right. The program was really concrete and it gave me the opportunity to understand how successful American businessmen think and operate.I was really happy to meet 100+ business practitioners not only from America but also from Finland. During the GSW program Ajatuspaja changed its business model and the way of doing business. The change was really radical. Earlier we were selling software to customers. Now we are solving customer problems. We know how to articulate ROI and increased productivity in customer's business case. Our new way of doing business suits very well also for doing business in Finland. Our HQ is in Jyväskylä. We have office also in Oulu and we are opening our Helsinki office in November 2003. We have almost doubled our workforce since we started Global Software program. I believe that the future offers lots of new business opportunities for us both in Finland but also internationally. Now we are much better equipped for these future challenges. I recommend this new Global Software program to all Finnish high tech startups. If you are active, this process can really make the difference.

60. Global Software Niko Frilander, COO, Idean Research Ltd. ´For Idean Research, Global Softwareprogram has given a lot. After the program we have better presentation materials, new marketing attitude and several important contacts in the US (and in Finland as well). It is also easier in many ways to meet new challenges in international business environment.`

61. Global Software ‘Global Software was a comprehensive and encouraging learning experience for Solita. In addition to gaining insight into how to do business in the US, it really pushed us hard to develop our overall strategy and marketing skills. Now we are extremely better prepared to enter the US market.’ Heikki Halme CEO, Solita Oy

62. Global Software Participation in the program Your InvestmentInvestment per company by the Government & EU Phase I: 1 500 eurPhase I: 6 000 eur Phase II: 6 200 eurPhase II: 17 600 eur Phase III: 8 100 eurPhase III: 22 900 eur The participation fees are for two persons per company. In phases II and III participation fees also cover the travel costs and accommodation in North America. This is a mutual effort! Government & EU invest in you and expect you to commit and invest your time in the program. FILL THE APPLICATION FORM ON http://oyt.oulu.fi/globalsoftwarehttp://oyt.oulu.fi/globalsoftware BY OCTOBER 31st

63. Global Software Apply Today!