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What a Business Needs to do When Looking to Reach a Global Audience

March 31, 2016 Business News No Comments Print Print Email Email

When it’s time for your business to expand, you might be looking to reach out to a global audience. There are many benefits associated with doing this.

But there are also many hurdles that you will have to clear. It’s all about trying to avoid as many of the risks as possible and taking advantage of the rewards.

So, if you’re trying to reach a global audience, here are some things that you will need to do to make a success of it.

Study the Market

The very first thing that you need to do is get to know the market that you’re heading into. It’s never a good idea to dive straight in before you know what you are going to be facing. This should be part of a wider effort to carry out market research. It should be done before you decide for sure where you choose as a location to expand your business in.

You can hire a company to carry out market research for you. This will take some of the load off your shoulders and allow an expert (or a team of them) to do the job properly. This is the best option if you don’t have any idea where to start when carrying out market research.


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Make Contacts in New Territories

Before you actually go ahead with your plan to reach out to a global audience, you should make contacts. Talk to people who already run businesses in the part of the world where you want to do business. They might be able to give you some tips that will help you out when you eventually expand. You should also learn from their mistakes.

It’s always better to learn from someone else’s mistakes than have to make your own. There are many pitfalls associated with expanding a business globally, so it’s good to know what you’re going to be getting into. You’ll probably be surprised by how many people will be willing to help you if you ask them for advice.

Get to Know Countries First Hand

If you ask me, it makes a lot of sense to visit a country and get to know it a little if you want to do business there. There is no real replacement for seeing a country with your own two eyes and getting to know it. This will help you experience and get to grips with its culture that will be very new to you.

You can treat it as a business trip and carry out some research while you’re there. But don’t take it all too seriously. It’s important to be relaxed and get to know the place in a more authentic kind of way. It will help you more than you probably realise, so don’t be tempted to skip over this stage of the process.

Set Up a Global Headquarters

If you are moving into a few new countries or territories, it might be a good idea to set up a new headquarters. This could be the location from which your whole global business operates from. You might want this to be located in one of the places that you have just started doing business in. That’s something for you to decide though.

Obviously, setting up a new office headquarters for your business can be expensive. But if you want your business to expand and grow, then it might be what you need to do. You will need to make sure that you have the cash to cover the costs before you actually go ahead with this kind of project though.

Understand Cultural Differences

One of the things that you’re going to have to do is navigate the cultural differences when operating in a new country. You don’t want to make a big mistake that causes damage to your business. If you do something that is deemed offensive, for example, you could cause serious damage. That’s not what you want to happen.

So, to avoid something like that happening, you need to understand the culture that you’re operating in. This can be done by speaking to local people and getting advice from other business owners who do business in that location. As long as you’re careful and cautious at all times, it shouldn’t become a big problem.

Check Out the Competition

It’s very important to know what you’re up against from the start when you expand into a new country. You will have to carry out some market research and find out which businesses will be your main rivals. If you’re sure that you’re capable of taking on the existing businesses in the sector, you can do ahead with your expansion plans.

Once the business is up and running, you shouldn’t just rest on your laurels. It’s important to always keep an eye on the competition. In the early months, they might change their approach in order to keep up with your business’s arrival on the market. That’s why it’s so important to stay on your toes and keep watching the competition.

Find a New Niche

Expanding a business into a foreign country is like starting a new business. Yes, you are just expanding. But the market is so different that you might have to take your business in an entirely different direction. This means forging out a new niche for your business. It doesn’t matter if it’s slightly different from your business back home; it just needs to be appealing to an audience.

This doesn’t have to mean going in a new direction, but it’s something that you shouldn’t rule out. Businesses that stick too close to their original model ignoring the local market realities, don’t tend to last long. You have to be willing to adapt to the situation around you if you’re going to be successful.

Consider Your Finances

Any expansion has to be planned out extensively with regards to the company’s finances. Your expansion won’t work out for you if you don’t have the right amount of money to pay for it. Look at the business’s finances and see whether or not you can afford to go ahead with the expansion at this time. If you don’t, then leave it for another time.

There are other financial concerns that you will have to deal with too though. For example, how are you going to deal with exchange rates when you are sending items across the world. Corporate FX for Australian companies could help with this, so see what’s involved. And remember, expansions only work if they’re backed up with cash.


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Stay Within the Local Laws

There are many challenges to face and things to get used to, but the most important is the law. You don’t want to fall foul of the law when you start operating in a new country. So, it’s important to make sure you brush up on the local laws. This might take some time, and you might want to hire a lawyer to help you with it.

You will also need to follow all the relevant regulations and measures when it comes to setting up the business. How businesses are registered and taxed is different from country to country. You can’t just assume that it will be the same as where you are originally from. If there are any other licenses and permits that you need, make sure you get them too.

Keep an Eye on Global Trends

When you are operating in a global market, you have to keep on eye on global market trends. If things change in the market, and there is a slump in a particular part of the world, this could damage your business. This is something that you’re going to have to get used to when you are running a business that operates globally.

If you notice that there is a downward trend in the part of the world you are operating in, you need to take this into account. It could mean that you move out and try to sell your products in a different location. Or it could simply mean that you do more to promote your product and make sure that any downturn has a minimal effect on your business.

Don’t Expect Instant Success

You might wish that your expansion efforts become an instant success. But it rarely works out like that. If you want to find success, you will have to work at it and make sure that you are doing the right things. Too many entrepreneurs underestimate the level of hard work and investment that goes into this kind of things. So, don’t fall into that trap.

What you should be doing is analysing your performance and staying in touch with the people you hire. You will make some mistakes to begin with, but it’s how you react to these mistakes that’s important. Even if you make big mistakes, you can still bounce back if you make the right decisions at the right times. It’s important to accept that things won’t always go smoothly.

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