Marketing – Commercialization
Set targets and be operational to achieve them.
A) Validation Strategies & Business Model
The list of ingredients and variables are known, the adjustments made, it is at this point, after the various phases of validated self-knowledge (Diagnostic), Market (Empathy, understanding and knowledge of the other) and the adequacy of supply (adaptation efforts to upgrade to the application), the modified product receives positive feedback. These fruits make the company operational in defining commercial marketing strategies that are tied to changes made to make the product market ready.
Different elements will therefore be elaborated such as a business plan with sales strategies selected according to preceding months’ results meetings, the definition of strategic partnerships, the profile location for the choice of the test / control / reference customer , the business strategy (who does what and when for the test client, the animation of Vars / Partner Integrators and future prospects / customers), financial projections or prospecting plan.
Objectives : To define a roadmap based on the experience and confirmation of the previous steps leading to objectively projecting themselves knowingly in terms of strategic vision, sales objectives, and means to achieve them.
B) The Dry Run
The dry run is very important because it determines the efficiency of the customer’s initial installation in North America. This simulaiton is usually done with the French company, prospective clients and Canadian integrating partners.
Next you need to finalize your sales method as well as training, support/maintenance, services (technical, skilled workers, scientists), partners, finishing the product so it will satisfy the first customer.
Objectives : To have a global Canadian experience from A to Z with the product and associated services making it possible to form Integrating Partners in indirect mode or set the global sales targets directly after the simulation. This client will be both witness and participant of this first Canadian experience, to serve as support to convince the Integrating Partner or to make the second sale in Canada.
C) Sales Rehearsal & Partners
This stage is the one every company wants to get to as it is the last one before becoming fully operational. It is the third step after Company Selection and its adaptation to Canadian soil.
The Sales and Partners rehearsal will allow the company to choose the prospective clients or customers and partners, and not be caught in a process of improvisation, rough and unprepared. It also includes the organization and structured coordination of client or partner training with different skills and levels. (General Management, Operations and Sales / After Sales).
This last part also constitutes the preparation or finalization of various negotiations between the company and its future Canadian business partners, technology or R&D. It also manages the client process from A to Z in a proven concept (POC) that allows testing scenarios of customer locations and to correct imperfections, basically trouble shooting for the set-up of the future company.
Objectives : To validate sales, business models and criteria (R&D, PI, Partners) for the creation of a joint venture or subsidiary or other forms of associations in North American.