Start Up, Part II

After covering off some of the basics in creating an international business (Start Up, Part I), it's time to look at the 'How.'

Do you have any contacts?  Is there anyone you know that can either connect you to the consumer or that can assist in part of the distribution or supply chain?  Friends, relatives, or other people that share your passion can offer help and insight. 

How will you provide the product or service?  By mail?  Digitally?  Will product need to be produced locally, or can it be made centrally and shipped internationally? 

In this case, a 'where' raises one other question: focus. For example, you might think that China is the largest untapped market for your business, so you'll jump right in. However, can you speak Chinese?  Will they use what you offer?  Can you reach even those who speak English (and, chances are that they'll have higher disposable income anyway, so you might be on the right track)?  But a market like China could be TOO big. It might be best to focus. Maybe, through your research, you have found that Hungary, for example, has a specific demographic that is very similar to your core and it is growing. Focus. And the learn Hungarian. 

Next, how do you reach them?  Direct email? Facebook? Twitter? Tumblr?  If these are affective (and sometimes they are not), then go to town. For its impact on current events, Twitter is great because it was used to organize political demonstrations in Iran, Tibet and China. But personally, I don't care to read every little thing that pop's into people's brains (except for ESPN's Bill Simmons' feed -- fabulous!).  

Connection and communication is the real trick.  And, how do you keep them abreast of updates on your business, so that it's relevant to them and not lost in the constant noise that's being fed to us, particularly via Facebook's new profile setting (see my post, 'The Death of Facebook'). 

The most important thing in reaching that international audience, though, is having the ability to speak to them, whether it's common language, common interest or common experience. Can you take what excites you most about your business and convey it to your international audience so that they GET it? 

Once these questions are answered, it's time for the next phase: going into business. Start-Up, Part III  is coming soon...