This is a guest post from Mark Rodgers, CEO at Cipherion. Like many of us in Enterprise Ireland, Mark is totally passionate about regaining Ireland’s once enviable position as a nation of multilingual businesspeople:
At a reception in the Japanese Embassy in Dublin last week, there was an interesting discussion about one topic that’s hot with Japanese CEOs, i.e. the need for Japanese exporters to adopt a “China plus One” export strategy.
The current concern among Japanese CEOs is that should something happen to the Chinese economy then Japanese exporters could be left with little alternatives within Asia. Currently exports from Japan to China are doing well. However, a more balanced approach to exporting can mitigate against market risk. Japanese organisations are now focused on targeting multiple Asian markets: i.e. adopting a “China plus One” strategy meaning, for instance, “China plus Vietnam” or “China plus Malaysia”.
At Cipherion we believe that this concept could be used to Ireland’s benefit, albeit slightly modified, to encourage Irish CEOs and exporters to be more adventurous and more ambitious in their business development efforts.
By adopting an “English plus One” export strategy, Irish organisations would focus on, for example, exporting in “English plus French” or “English plus German”. So as well as targeting our traditional English-speaking UK or US markets, Irish exporters should be encouraged to take the leap and target another non-English speaking market – for example, the large French, German, Spanish or Italian markets where there are over 250 million consumers.
What’s the real challenge for Irish exporters? (more…)
Content, localisation, Marketing
Over the past ten years, a new ‘Software Economy’ has emerged. Driven by fresh business models such as Software-as-a-Service (SaaS), and reinforced by a wide range of Internet-based technologies such as Cloud, Open Source and Web 2.0, this particular economy-based process is transforming the software industry, enabling Irish companies to reach global markets with a pay-per-use revenue model.
Enterprise Ireland provides a suite of programmes designed to help companies make the occasionally challenging transition to SaaS, internet marketing and product management, and to this end is assisting with a Product Management programme that brings together international and Irish expertise to take, initially, 20 Irish software companies on the product management journey.
Product Management is a key organisational function that oversees a product through all stages of its life-cycle, from start to finish, as well as spanning both product development and marketing functions. Adhering to a product management process ensures that companies are able to identify the right market and the right customer, build the right product, clearly articulate the business value of their product to their target market, deliver the product to the customer through the most effective channels and business models, and – crucially – know when to cease investment in a non-viable product or service.
From the programme, companies will learn how to connect their marketing and product development functions in a manner that will ensure their products always reflect precisely what the customer wants – and what the customer will pay for.The programme is aimed at software companies that, typically, have been trading for at least five years, have a strong record of R&D and exports, and whose revenues (again, typically) should be in excess of €2m.
The Product Management Programme will start in early November, and will be completed in April of next year. For further information or booking please contact Eilis McNulty by telephone (01-8794000) or by email [emcnulty@dolmen.ie]
Life Cycle, Marketing, Process, Product Management, SaaS, Training
As more and more Irish consumers start using smartphones with built-in GPS and social media functions, location-based marketing (sometimes known as ‘local search marketing’) has become an increasingly interesting opportunity for small businesses.
The rise of location-based services has seen real integration of the digital and physical worlds – perhaps for the first time, at least in the business sense.
(more…)
eBusinesslive, eMarketing, Location, Marketing, Search, Smartphones
As the online and offline worlds become ever more entwined, it’s important to blend your marketing efforts across both sales channels. If you manage to combine them successfully, you can increase sales in both worlds.
But if you neglect either offline or online marketing, you will lose out on potential business.
(more…)
eBusinesslive, eMarketing, Marketing, multi-channel, online
Email, Marketing, newsletter, Potential Exporters
When used correctly, an email newsletter can be a powerful tool. SMEs can use these regular bulletins to promote products and services to customers and potential clients quickly and at a relatively low cost.
Undoubtedly, one of the biggest advantages offered by email newsletters is the relatively small expense required to get one up and running. (more…)
eBusinesslive, Email, Email marketing, eMarketing, Marketing, Newsletters
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