As a startup founder, you often hear the advice "start global from day one". But internationalization means so much more than translating your website. How do you create visibility for your brand? How don't you start from scratch each time you set your sights on a new country? How do you scale operations and recruit the right people? Clément Cézard knows a little bit about that ;) Before taking the lead of Netflix's European Business Developement team, he was in charge of Deezer's international development, and helped the startup launch in several European countries.

1. TIPS & TRICKS
ON GOING INTERNATIONAL
#TFWORKSHOP

2. TheFamily
code: lamifasisi
WIFIWIFI

3. DISAGREE ON TWITTER!
#TFWORKSHOP

4. #TFWORKSHOP
CLÉMENT CEZARD
NETFLIX
TIPS & TRICKS ON GOING INTERNATIONAL

5. SEE YOU SOON!
LOVE.
THEFAMILY.CO
___
___

6. TIPS AND TRICKS WHEN
YOU GO INTERNATIONAL

7. MY EXPERIENCE
MARKETING
BUSINESS DEVELOPMENT
and STRATEGY

8. TO AVOID FAILURE, LET’S
BE SCALABLE
• BUSINESS MODEL
• PRODUCT
• DISTRIBUTION
• HR & TEAM

9. SCALABLE BUSINESS MODEL
• SCALABLE BUSINESS MODEL REMINDER
• It’s a model which can add significant revenue and not be constrained by its own
structure and resources
• E.g: facebook. Paypal, …
• HOW YOUR BUSINESS MODEL WILL EVOLVE IN AN
INTERNATIONAL ECOSYSTEM?
• How to keep the same economics? Meaning to keep control of your supplier
expenses, manage impacts of local taxes…
E.g: withholding taxes in Brazil and Thailand.
Specificities of German payment system or Italian prepaid offers
• Is your model fit with local ARPU?
New or emerging market
Deezer Brazil Deezer Romania

10. • PRE ADAPT YOUR PRODUCT TO EVALUATE EASILY:
• Unique global product with light localization process: languages, payments systems
• Global Product and support
Netflix content produce locally Deezer co-branded product
but for global broadcast
SCALABLE PRODUCT

11. SCALABLE DISTRIBUTION
• POTENTIAL EVALUATION
• Analysis of the market: eligible clients, partners…
• Don’t hesitate to visit the markets you want to open
• Which funds are needed?
• PARTNERS
• Identify global partners: website, media, carriers, manufacturers…
• Build partnerships offers and models that can be deployed globally (Revenue share,
affiliation…)
Deezer: Success
of Orange
bundle
Netflix: Success
of Smart TVs
Deezer: Difficult
integration with Fb

12. SCALABLE TEAM
• “EXPERT” OR A “JAKE OF ALL TRADES”?
• Importance of customer support (local language)
• Expert have a higher cost but usually provide better results
• Never put someone alone in a market
Local team 1
• Marketing
• Business
Development
• PR if needed
HQ
Interna
tional
coordi
nator
Financ
e
Local team 2
• Marketing
• Business
Development
• PR if needed
Local team 3
• Marketing
• Business
Development
• PR if needed
Success
of local hiring (Deezer and
Netflix)
Failure when hired
people who are alone /
minimum 3 people

13. THANK YOU
Q&A