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Intelligent International
Expansion
Who We Are
• Multinational brand development agency
focused on strategy, communication and
implementation
• Core team of 30 people with 100 regional
experts in network
• Headquartered in Antwerp, Belgium
• Brand expression consultancy
focused on helping brands 

in transition
• 23 years of experience in 

Brand Strategy and Brand Identity
• Headquartered in Boston, USA
Clients Include:Clients Include:
Our synergistic expertise and
unique experience brought us
together to offer an intelligent
approach to helping companies
expand internationally.Branding Experts
with experience
in US Market
Branding Experts
with experience in 

EU and MENA Markets
Why Explore

International Expansion?
• Minimize risk of macroeconomic downturns in
domestic market(s)

• Companies exclusively focused on the US
market are at a disadvantage when multi-
national competitors enter the US market with
their vast knowledge and resources 

• Slower growth compared to rivals 

curbs investor appetite and lowers company’s
valuation
GDP Growth Rate
• Global economy grows faster
than US economy
• Businesses can benefit from
faster growing markets to
offset domestic slowdown
AnnualGrowth
0%
1%
2%
3%
4%
2014
2015
2016
2017
2018
World US EU MENA*
*MENA: Middle East and North Africa
Benefits of International Expansion
Expands talent
pool and
capacity for
innovation
Helps to move
capital from low
margin and limited
growth markets to
those with higher
margins and larger
growth potential
Provides direct
access to higher
value foreign
production inputs
Helps build
strategic assets,
such as
distribution
networks or new
technology
Companies stay
focused on their
core competences
by finding more
customers for
existing products
or services
Challenges of
International Expansion
Replicating your home market
business success in other countries
is dependent on many factors
regional

cultural

nuances
tax and
regulatory

issues
talent
managemen
t
cross-
border team
spirit
local
infrastructu
re
level of

corruption
CORE ISSUES
The Trial and Error Approach
Many companies rely on trial and error when planning an international
expansion. Unfortunately, this approach is far from perfect and
provides unpredictable and unreliable results.
A Story of Hubris and Repeated Mistakes
• 1998: Walmart opened first stores in Germany in full confidence
of a looming success
• They opened with low prices, zealous inventory control and a
large array of merchandise
The Results
• with their remote American-style shopping centers they failed to
address German shopping habits, which are formed around
neighborhood corner shops and daily purchasing of perishables
• 8 years and $1b later, Walmart leaves Germany with a bad taste in
its mouth and a vague understanding of what went wrong


”We made mistakes. If you want to be successful in a
foreign market, you have to know what your customers
want. That's the most important lesson.”
Walmart Germany's CEO, David Wild
A Second Failed Attempt
• 2007: Walmart went to Russia, where shopping habits are
similar to those in US. This time they failed because they could
not agree on terms with major suppliers
Takeaway: Trial and Error teaches what not to do, but it
does not give a full picture of what needs to be done
The Intelligent Approach
Brands can penetrate foreign markets by using a comprehensive
modeling approach. This helps to identify and address market risks,
adjust the product offering to t speci c markets and ensures total
integration of foreign assets with the parent organization.
A Story of Calculated World Domination
• Swedish apparel retailer: 3,500 stores, 69 countries, 6 continents
• Grows by 10-15% a year without franchising
• H&M’s strategy: runway fashion delivered at affordable prices
• Intelligently designed world domination campaign, which takes
into account the full array of local specifics as well as their fit with
the company’s own culture and values
The Results
• H&M adjusts its local offering based on the understanding of
what runway fashion means in a specific market and what are
truly affordable price points
• The company lives off feedback from its consumers and
continuously adapts to serve them better
Takeaway: Approaching international expansion
intelligently allows brands to serve consumers in various
markets without sacrificing their own identity and values
Intelligent International Expansion vs Trial and Error
• 73% of US companies use
a predominantly trial and
error approach to expand
internationally
• An equal percentage has
less than 5% of revenues
coming from abroad
Intelligent
International
Expansion
Trial and Error
Based on Scientific Medhod
Creates blueprint for future
expansion
Creates unique path and a 

hard-to-copy knowledge-base
Reduces risk of failure
Efficient process
Can quickly learn from
Why It Works
This scientific method mitigates the risk of
uncertainty in managing international
expansion without the need of expensive and
potentially harmful trials in an atmosphere of
novelty.
• evaluation of factors that contributed to
brand’s local success and their replicability
in foreign markets
• real intelligence from international markets
• country-specific experts’ advise
Our Process
Brands must adapt to and
manage many variables in order
to scale and expand effectively
Product Market
Risk
Adapt
taste
size
formulation
design
Manage
cultural
economic
financial
regulatory
Opportunity
Scale
focus
economies of scale
technology
Expand
more customers
increased knowledge
Our Process
• detailed analysis of the factors that
contribute to success of the company
and the brand in the home market
• identify foreign markets where
conditions allow for the success factors
to turn into growth drivers
Success Factors Growth Drivers
Cultural
Economic
Financial
Regulatory
Identity
Operational
What You Gain
• Expansion roadmap - where, when & how
• Brand identity adaptation
• Local expert guidance for 

in-market execution
• Analysis of factual data and 

course correction
• Strategy adjustments for the 

intended market entry
Brandhome & Blackcoffee - Intelligent International Expansion

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Brandhome & Blackcoffee - Intelligent International Expansion

  • 2. Who We Are • Multinational brand development agency focused on strategy, communication and implementation • Core team of 30 people with 100 regional experts in network • Headquartered in Antwerp, Belgium • Brand expression consultancy focused on helping brands 
 in transition • 23 years of experience in 
 Brand Strategy and Brand Identity • Headquartered in Boston, USA Clients Include:Clients Include:
  • 3. Our synergistic expertise and unique experience brought us together to offer an intelligent approach to helping companies expand internationally.Branding Experts with experience in US Market Branding Experts with experience in 
 EU and MENA Markets
  • 4. Why Explore
 International Expansion? • Minimize risk of macroeconomic downturns in domestic market(s)
 • Companies exclusively focused on the US market are at a disadvantage when multi- national competitors enter the US market with their vast knowledge and resources 
 • Slower growth compared to rivals 
 curbs investor appetite and lowers company’s valuation
  • 5. GDP Growth Rate • Global economy grows faster than US economy • Businesses can benefit from faster growing markets to offset domestic slowdown AnnualGrowth 0% 1% 2% 3% 4% 2014 2015 2016 2017 2018 World US EU MENA* *MENA: Middle East and North Africa
  • 6. Benefits of International Expansion Expands talent pool and capacity for innovation Helps to move capital from low margin and limited growth markets to those with higher margins and larger growth potential Provides direct access to higher value foreign production inputs Helps build strategic assets, such as distribution networks or new technology Companies stay focused on their core competences by finding more customers for existing products or services
  • 7. Challenges of International Expansion Replicating your home market business success in other countries is dependent on many factors regional
 cultural
 nuances tax and regulatory
 issues talent managemen t cross- border team spirit local infrastructu re level of
 corruption CORE ISSUES
  • 8. The Trial and Error Approach Many companies rely on trial and error when planning an international expansion. Unfortunately, this approach is far from perfect and provides unpredictable and unreliable results.
  • 9. A Story of Hubris and Repeated Mistakes • 1998: Walmart opened first stores in Germany in full confidence of a looming success • They opened with low prices, zealous inventory control and a large array of merchandise
  • 10. The Results • with their remote American-style shopping centers they failed to address German shopping habits, which are formed around neighborhood corner shops and daily purchasing of perishables • 8 years and $1b later, Walmart leaves Germany with a bad taste in its mouth and a vague understanding of what went wrong 
 ”We made mistakes. If you want to be successful in a foreign market, you have to know what your customers want. That's the most important lesson.” Walmart Germany's CEO, David Wild
  • 11. A Second Failed Attempt • 2007: Walmart went to Russia, where shopping habits are similar to those in US. This time they failed because they could not agree on terms with major suppliers Takeaway: Trial and Error teaches what not to do, but it does not give a full picture of what needs to be done
  • 12. The Intelligent Approach Brands can penetrate foreign markets by using a comprehensive modeling approach. This helps to identify and address market risks, adjust the product offering to t speci c markets and ensures total integration of foreign assets with the parent organization.
  • 13. A Story of Calculated World Domination • Swedish apparel retailer: 3,500 stores, 69 countries, 6 continents • Grows by 10-15% a year without franchising • H&M’s strategy: runway fashion delivered at affordable prices • Intelligently designed world domination campaign, which takes into account the full array of local specifics as well as their fit with the company’s own culture and values
  • 14. The Results • H&M adjusts its local offering based on the understanding of what runway fashion means in a specific market and what are truly affordable price points • The company lives off feedback from its consumers and continuously adapts to serve them better Takeaway: Approaching international expansion intelligently allows brands to serve consumers in various markets without sacrificing their own identity and values
  • 15. Intelligent International Expansion vs Trial and Error • 73% of US companies use a predominantly trial and error approach to expand internationally • An equal percentage has less than 5% of revenues coming from abroad Intelligent International Expansion Trial and Error Based on Scientific Medhod Creates blueprint for future expansion Creates unique path and a 
 hard-to-copy knowledge-base Reduces risk of failure Efficient process Can quickly learn from
  • 16. Why It Works This scientific method mitigates the risk of uncertainty in managing international expansion without the need of expensive and potentially harmful trials in an atmosphere of novelty. • evaluation of factors that contributed to brand’s local success and their replicability in foreign markets • real intelligence from international markets • country-specific experts’ advise
  • 17. Our Process Brands must adapt to and manage many variables in order to scale and expand effectively Product Market Risk Adapt taste size formulation design Manage cultural economic financial regulatory Opportunity Scale focus economies of scale technology Expand more customers increased knowledge
  • 18. Our Process • detailed analysis of the factors that contribute to success of the company and the brand in the home market • identify foreign markets where conditions allow for the success factors to turn into growth drivers Success Factors Growth Drivers Cultural Economic Financial Regulatory Identity Operational
  • 19. What You Gain • Expansion roadmap - where, when & how • Brand identity adaptation • Local expert guidance for 
 in-market execution • Analysis of factual data and 
 course correction • Strategy adjustments for the 
 intended market entry