Chui Chui Tan is an International Growth Adviser and Culturalisation Strategist who has worked with big brands like Spotify to ensure they have successful market expansions. I spoke to her about some important issues around internationalisation, global market expansion, and some of the pros & cons of different approaches.
I recently found out that my former leadership coach has been diagnosed with terminal cancer. Tracy helped me through some tough times, and helped me improve in various areas. I'm grateful to her to this day.
Tracy's friends are trying to raise funds so that she can enjoy some final experiences with her family, and leave behind fond memories for after she's gone. If you'd like to donate anything at all, please visit the link here.
You don't need to overengineer from the start, but you do need to make sure you have flexible building blocks in place so that you're not starting from scratch when you do want to expand.
2. It's not good enough to just translate text - you have to understand the cultural contextCountries aren't defined solely by their languages - they have different currencies, different date formats, and different norms - you can't just do "International Spanish" and be done.
3. There's a framework to help you choose the best marketsYou can map potential market size & return on investment against efforts required & ease of entry to help you decide where to prioritise. You'll be working off imperfect information but it's important to think it through.
4. There are two main ways to go into other markets and both have pros and consYou can sell to local companies with global offices counterparts or you can set up an organisation/partner in other countries. They both have pros and cons and it's important to be intentional.
5. Going into unpromising markets is OK but start smallSometimes, big whale customers or globally-minded investors will heavily encourage you to get into a market you don't really want to go into. This is OK, but it's important to take an MVP approach rather than go all in.
Contact Chui ChuiYou can connect with Chui Chui on LinkedIn or visit Beyō Global's website.
Debbie Levitt's Hot Take - Democratising our Work means AI is Going to Steal all our Jobs Sooner (with Debbie Levitt, CXO @ DeltaCX and Author "Customers Know You Suck")
Build Better Products at Scale with Product Operations (with Melissa Perri & Denise Tilles, Product Consultants & Co-authors "Product Operations")
Knowing your Customers, Seeking Evidence and Sticking up for Continuous Discovery (with Hope Gurion, Product Leader and Team Coach @ Fearless Product)
Transforming your Organisation to the Product Operating Model (with Marty Cagan, Author "Inspired", "Empowered" and "Transformed")
Applying Product Management Principles to Life (with Miloš Belčević, Author "Build Your Way")
Standing up for User Research... and User Researchers (with Debbie Levitt, CXO @ DeltaCX and Author "Customers Know You Suck")
Building Great Companies through Community-Led Growth (with Lloyed Lobo, Author "From Grassroots to Greatness")
Harnessing Generative AI to Reimagine the Future of Product Management (with Shyvee Shi, Product Lead @ LinkedIn & Author "Reimagined: Building Products with Generative AI")
Enabling Strategic Product Decisions through Product Operations and Portfolio Management (with Becky Flint, CEO of Dragonboat)
Nailing your Brand Marketing by Embracing your Zone of Genius (with Orly Zeewy, Brand Strategy Consultant & Author ”Ready, Launch, Brand”)
Making Sure You Make an Impact through User Research (with Steve Portigal, User Research Consultant & Author ”Interviewing Users”)
Helping Superhero Startup Founders Stay Away from their Kryptonite (with Richard Blundell, Founder @ Vencha & Co-author ”The Go To Market Handbook for B2B SaaS Leaders”)
Making our Product Teams Stronger through Building Communities of Practice (with Petra Wille, Author ”Strong Product People” and ”Strong Product Communities”)
Going Beyond the Dreaded Product Demo and Creating the Perfect Sales Pitch (with April Dunford, Author ”Obviously Awesome” and ”Sales Pitch”)
Nailing your Product/Market Fit Strategy by Focusing on the Mission Critical (with Maja Voje, Growth Strategy Expert & Author ”Go-To-Market Strategist”)
Fearlessly Defeating the Four Horsemen of a Product-Friendly Culture (with Eisha Armstrong, Co-founder @ Vecteris & Author ”Productize” & ”Fearless”)
How to Build Products when the Founder IS the Product (with Saagar Bains, Fractional Product Leader & Former Head of Product @ The Body Coach)
Supporting the Next Generation of Female Product Managers with Women in Product UK (with Namrata Sarmah, Founder @ Women in Product UK & CPO @ INTO)
Paying Off Your Organisation’s Human Debt Through Agility & Psychological Safety (with Duena Blomstrom, Founder & CEO @ People Not Tech)
Moving Beyond Founder-Led Product Development & Setting PMs up for Success (with Jennifer Yang-Wong, VP of Product @ Contrary)
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Aligned Money Show
Gorse Culture PODcast : The H.R. Detective Agency!
HCI Leadership Revolution
The Ramsey Show
Planet Money