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Jonathan Cullen

Jonathan Cullen

Group Chief Development Officer Global, Hero Brands International

This is a step-by-step approach to prepare a business for global expansion.
Looking at the current Company structure.
Identifying any areas of the business that need additional support.
Identify the Markets and who you would be suited to partner with.
Carry out Market research as to will your product work in different Markets, would you need to change you product mix.
Once the markets are identified, short list the potential Partners.
Look at a partners experience, What brands they own and how large their Country Footprint is, look at their Infrastructure and Financials.
Once the Countries are Identified and the Partners shortlisted, look at Supply Chain (importing product or locally sourcing product).
Look at the legal implications of taking Money out of the region, what laws do you need to consider by a group using your Identity (IP).
How are you going to support your Partner: will you provide Training, Operational support, Marketing, Supply Chain and Development.
How do you manage the long term relationship.

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