• Thomas Neubert - AHK San Francisco

Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Thomas Neubert
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Born, raised, educated in Germany, NRW – Paderborn
Mktg. Director – Orchid Inc. (Duesseldorf) ‘91-’94
VP/GM – ELSA Inc. (Aachen) ’94-’98
Founder – GB Communications ’98-’02
– President – Twirlix (Frankfurt)
– Interim VP for multiple companies
• VP Business Development - Fox Technologies (SAP) ’03
• VP Business Development - FVC Inc. (Siemens)
• VP Sales/Strategic Accounts – Vidyo Inc. ’06 – present
– Initial traction in Europe (Germany, Israel, Turkey)
– Japan
• [email protected] - 408-921-0074
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• German Market Dynamics
– Retail-Internet-OEM-Service-Distribution ?
– Product Development Schedule
• Local conferences/exhibitions
– Pricing structure
– Support/Service requirements
– Warrant/Customer service
• US Customers and Market Dynamics are
different in most cases
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Market Research
– Google – Linked-In etc.
– Analysts Reports (market and competitive
analyses)
– Research Databases
– Conference websites
– GACC / DIHK
– Visiting Regions – network
• GREAT !! We have all the FACTS, lets go
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Challenges that almost everyone
underestimates !!
• PEOPLE BY FROM PEOPLE
• CULTURAL DIFFERENCES
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• PEOPLE
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Globalization lead by Executive Management/CEO
Separate, dedicated budget
Find local qualified people that fit
People changing jobs more often
It takes time – don’t give up too early
• Culture
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THIS IS GREAT ! (they actually mean it)
Horizontal versus vertical management structure
Aggressive marketing versus facts
Service expectations versus quality only
Markteintritt USA – Kopieren der heimatlichen Erfolgsformel reicht
nicht aus – oder doch?
• Because Germans have such close relationships with
the American people, we THINK we KNOW them
• If none of this makes sense or is not tengable
enough, please remember just two things :
• Whatever you do in the US – would you do the
same in JAPAN ?
• Communicate – Communicate - Communicate
GABA Facts
Structure
• Non-profit organization, founded in 2003
• Financed solely by membership and event fees, sponsorship
income and donations
Members
• 250 paying members and growing!
• Corporate as well as individual members
• Mailing list of over 3500 contacts
Supporter
s
Events
People
• Large Affiliate Network within California
• Collaboration with German Government Institutions (German
Consulate, GACC, Invest in Germany, …)
• More than 30 events per year
• Over 2000 attendees in 2007!
• Outstanding panel speakers and moderators
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2 Part-time staff members
1 Part-time Webmaster
9 Board members
17 Industry Experts, who volunteer as Industry Group Chairs
15 Local Chapter Board members
Countless volunteers in California as well as Germany
page 7
GABA Industry Groups
Clean Tech
Women in Business
Philipp Kunze, Solaria
Gopal Shankar, ib vogt
Olaf Groth,
Global Business Network
VC & Entrepreneurs
Sven Weber, Cipio Partners
Ram Srinivasan, Wellington
Partners
Oliver Hanisch
Linda K. Cleary, Mindjet
Life Science
Automotive
Ulrike Ruppelt,
Thilo Koslowski, Gartner, Inc.
DES Architects + Engineers
Birgit Jaitner, Scientist, XOMA
GABA Events:
• Industry specific topics
• Excellent speakers
• Up to date information
from experts
Telecommunication
Daniel Kellmereit, Detecon, Inc.
Gerald Host,
Nokia Siemens Networks
Media & Entertainment
Achim Hoelzle, FeldbergPacific
Florian Brody, GenieTown Inc.
Human Resources
Software & IT
E.J. Dieterle, YES Partners
Jennifer Vessels, Next Step
Gunther Hofmann,
The Brenner Group, Inc.
page 8
GABA Events
• All GABA events are being organized by the GABA Industry Group Chairs. These volunteers
are leading experts in their business industry and are helping GABA to recruit outstanding
panel speakers and moderators.
• Alone in the San Francisco – Bay Area GABA organizes more than 30 events per year and
attracts approx. 2,000 people per year to attend the events. On average 60 to 100 people
attend a GABA industry focus event.
page 9
Event Highlights
Global Players: What does it mean to be green? - February 13th, 2008
Exclusive Sponsor: Lufthansa
Speakers: BMW, Google, Lufthansa, PG&E
Host: Google
• Organized in cooperation with the MIT Alumni Club Clean Tech Group
• Sold out event with 200 attendees!
“It was absolutely phantastic and inspiring.”
"Fabulously well orchestrated. Thanks so much."
Financial Outlook 2008 at the German Consulate in San Francisco - December 4th, 2007
Sponsor: Fish & Richardson
Speakers: Citi Bank, Wellington Partners, KL&Gates,…
Host: German Consulate, San Francisco
• Held every year at the Christmas decorated German Consulate on Jackson Street
• Sold out event with 100 attendees!
Solar Power: Achieving Cost Competitiveness - September 25th, 2007
Sponsors: KL&Gates, Invest in Germany, Roth&Rau, m+w zander
Speakers: Q-Cells AG, Solaria, Roth&Rau, m+w zander, Signet Solar
• 2nd annual Clean Technology Industry Group event at the US Solar Power Conference
• Supported by SEMI, TiE, Invest in Germany and GACC San Francisco
page 10
GABA Members
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GABA members represent all facets of the international professional business community
including high-tech and life science firms, trade specialists, bankers, venture capitalists, insurance,
government officials, attorneys, translation firms, marketing firms, consultants, and entrepreneurs.
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A large number of members are holding senior level position within their companies or work on
executive level.
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GABA also manages a mailing list, which contains more than 3,500 contacts within the German
American Business Community. This mailing list is a major source for event attendees and potential
new GABA members.
page 11
The GABA Network
GABA has built an extensive network among partner associations, German
government related organizations and other Government Organizations:
German Government
Organizations
• German Consulate, San
Francisco
• Invest in Bavaria
• Berlin Partner
• Invest in Germany
• Bundesagentur fuer
Aussenwirtschaft
• Heidelberg Economic
Development Agency (HEDA)
• German American Chamber of
Commerce (GACC)
• And more…
Other Government
Organizations
• Swiss American Chamber of
Commerce
• Business Association Italy
America
• French American Chamber of
Commerce
• British-American Business
Council
• And more…
GABA Affiliate Network
• TiE (The Indus Entrepreneur)
• MIT Alumni Club
• SVASE (Silicon Valley
Association of Startup
Entrepreneurs)
• SVC Wireless (Silicon ValleyChina Wireless Technology
Association)
• CITD (Centers for International
Trade Development)
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SiliconFrench
Hispanic Net
NET-IP
SIPA (Silicon Valley Indian
Professional Association)
• And more…
page 12
The GABA Online Community
GABA utilizes a number of different online communities in order to enable all GABA members
and beyond to connect and network. These online communities are also an important marketing
tool for GABA
GABA German Stammtisch
Virtual Community focused on the Bay Area
with over 1600 members
Berlin
6.7%
Munich
29.5%
GABA LinkedIn Group
Business Networking Group with almost
350 members, GABA Members only
Hamburg
2.4%
Socal
0.4%
Bay
Area
61.0%
GABA Stammtisch Members 2007
GABA Xing Group
German Business Networking Group with 620 members
GABA Mailing List
More than 3,500 contacts within the German American Business Community
This mailing list is an important marketing tool for GABA.