GO GLOBAL : Why, When, Where, How the METRIXLAB | MACROMILL case by Han de Groot Founder of METRIXLAB Member of the Board of MACROMILL General Partner at VOC Capital Partners

1. GO GLOBAL
WHY – WHEN - WHERE – HOW
b y H a n d e G r o o t , F o u n d e r o f M E T R I X L A B , M e m b e r o f t h e B o a r d o f D i r e c t o r s o f M A C R O M I L L I n c .

2. Leading Provider of Marketing Analytics
26 Offices in Europe, U.S.A. & Asia
$300 Mio Revs |1500 Employees

3. Back in 2000…

4. GO GLOBAL, WHY & WHEN?
Revenues: 100K (2000) | 400K (2001) | 800K (2002)
2001/2: 400K/800K Revs
Investor said YES; we said NO
Too small, Too risky

5. GO GLOBAL, WHERE?
Revenues: 800K (2002) | 1.2M (2003) | 2.4M (2004)
“via a friend of a friend of a friend ”
2003: 1.2M Revs
First Spain with Dutch MD

6. GO GLOBAL, WHERE?
Revenues: 2.4M (2004) | 4.2M (2005)
2004: UK with Dutch MD
2006: Acquisition of UK Quickwise
Q u i c k W i s e

7. GO GLOBAL, WHERE?
2005/6: Germany & France
with local MD
2011: Acquisition of CRM Metrix
Revenues: 4.2M (2005) | 8.2M (2006)

8. Revenues: 21M (2010) | 26M (2011)
2012: India
GO GLOBAL, WHERE?
2010: U.S.A first with Dutch-US MD
2012: US Acquisition of
2013: Acquisition of

9. GO GLOBAL, WHERE?
2013: China with local MD
Revenues: 40M (2012) | 50M (2013)

10. GO GLOBAL, WHERE?
2014: Brazil with Local MD
2015:
Singapore
2015:
Mexico

11. GO GLOBAL, WHERE?
2014: JAPAN
Korea

12. GO GLOBAL, HOW?
• Dare to look beyond neighboring countries for expansion
• the World is your Oyster
• Success or failure depends on your first hire: the Country MD
• Internationalize with locals
• Build a Marketing & Sales, Operations, Finance & HR "Portal"
• Track your foreign subs daily: "KPI/Data” Discipline
• Make sure you have sufficient support resources at HQ
• Appoint Liaison Officers / "Go Global Buddies”
• Train, train, train your Country MD & his team
• Selective M&A can accelerate globalization