İlhan Bagoren is a Board Member of YASAD Software Industrialists Association, Board Member of Services Exporters’ Association (HİB) and Chairman of Turkish Telecommunications Cluster (HTK) He is a serial entrepreneur, who started Telenity, a leading telecom software company, after a successful exit in the US. He plays an important role in shaping the software sector in Turkey, especially in telecom software based on his international business expertise over 30 years. Together with HTK, he is in charge of developing end to end 5G infrastructure of Turkey and promoting software export.
Sevilay Güven is the General Secretary at YASAD, Turkish Software Industry Association, and Owner of IT&L Consulting Ltd. She has worked as a technology leader in industrial companies for over 25 years with specialization in Operational Excellence, business leadership IT Management and IT governance. She has also served in Administrative councils of several associations since 1999 and realized many organizations and conferences for ITC and Logistics sectors.
Burak Neslitürk is a management consultant working with the Turkish IT industry on strategic planning, business development and global growth. He was previously engaged with marketing, sales, partner eco-system and business development activities for Turkish and global tech companies. Burak has a bachelor’s degree in computer engineering from the Izmir Institute of Technology.
Hans Peter Bech is a bestselling author and a frequent blogger on how to make information technology companies global market leaders. He has produced numerous books, papers, podcasts and videos on business development in the IT industry. Hans Peter has also facilitated workshops on global business development for İMMİB and the Sabanci University in Istanbul. He holds an M.Sc. in macroeconomics and political science from the University of Copenhagen.
Picking one country over another should be based on some facts that justify the choice. Such facts are usually the result of a market analysis or a market assessment – two names for the same thing.
Ideally, you would prefer to have a decision matrix where you can rate the most critical characteristics for your type of product across the markets that you consider. Then pick the one with the best match, while you keep exploring new opportunities.
The two main questions for designing a market assessment template are:
- What do we need to know?
- How do we find the information?
As explained in the book, Going Global on a Shoestring, Alexander Osterwalder’s business model environment framework can be used as a generic template for market analysis.
However, it doesn’t answer the two main questions listed above specifically for your product.
A shoestring type of market analysis will focus on answering four questions:
- How big is the market for your product?
- Can you use your current position in this market?
- Can you use your current revenue generation approach in this market?
- How much localisation is required, and which strategic alliances must you forge to get accepted?
Providing answers to these four questions can be done through a mix of desk research and interviews.
Through desk research, you should be able to identify all the competitors. In some countries, you can get access to their annual reports too, and check how they are performing.
Getting a take on the size of the market should help you decide if it is worthwhile considering.
From mapping the competitive landscape, you should get a feeling of what your current position will look like in the new market. Will you be sufficiently differentiated, or will you be too much “me too”?
The devil is in the details, and you only get those by talking to potential customers, channel partners and consultants. Hans Peter will explain how you get sufficient market intelligence without having to commission an expensive market analysis.
Date: Wednesday, June 8th 2022 at 10:00 am (Instanbul time GMT+2)
Number of Participants: Unlimited
Course Language: English
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More Information: Burak Neslitürk, firstname.lastname@example.org
YASAD is a non-governmental organisation representing the software industry in Turkey. It was established in 1992 to be the liaison between the software industry and the authorities to improve the software industry market locally. YASAD also works to increase software exports from Turkey by helping its members to create international brands.