The presentation outlines a program run by The Lûcrum Group that helped technology companies in Guadalajara, Mexico transform to succeed in global exports. The program provided training, coaching and mentoring to help companies define their core competencies, ideal customers, and value propositions. It assisted companies in creating export plans, marketing materials, and presenting at the WCIT 2014 conference. Participants saw transformed approaches to defining their offers and marketing based on clear value propositions.

1. Transforming Guadalajara Tech Companies for Global Export Success
Presented by:
Tom Evans
The Lûcrum Group
Oct 1, 2014
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2. Presentation Agenda
•Export Challenges for ICT Companies
•Project Overview
•Results & Testimonials
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3. Export Challenges for ICT Companies
•Too broad of offering
–“We can do anything”
•Compete principally on lower price
•Solution not developed with global markets in mind
•Marketing is about features, technology & company and not about Value
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4. Program Objectives
PrepareMexicoICTcompaniestoAchieveExportBusiness:
•Presentgloballycompetitiveproductsandservices;
•Performworldclassmarketingandbusinessdevelopment;
•Conductprofessionalbusinessdiscussionsandnegotiations;
•Closebusinessdealswithorganizationsfromaroundtheworld
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5. Key Goals of Program
•Define core competencies & strengths of company
•Identify ideal customer/project profile
•Define a clear and differentiated Value Proposition
•Define criteria for ideal distribution partner
•Key Deliverables
–Business Export Plan
–Presentation of Offering
–2-Page Marketing Sheet
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6. Program Plan
1.Global Market Readiness Assessment
2.Training Workshop (12 hours)
3.Coaching & Mentoring
4.Creating Global Marketing Materials
5.Dress Rehearsal
6.First Event –WCIT 2014
7.Post Congress Coaching
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7. Workshop
•Creating a Compelling and Globally Competitive Product and Go-to-Market Strategy
•How to:
–Complete an in-depth Market Analysis
–Define competitive & differentiated offering
–Creating a value-oriented message
–Develop competitive Export Strategy
–Effectively working with partners
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8. Coaching & Mentoring
•May to Sept 2014
•Guide & coach through the steps (Market Analysis, Export Strategy, WCIT 2014 Prep)
•Regular group meetings
•10 Hours of individualized research and consultation
•Marketing Materials review
•Dress Rehearsal of an event
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9. Results
•Companies have transformed the way they speak about their offers
–Clear target markets
–Well-defined & differentiated Value Proposition
–Marketing is about Value
–Clear definition of business partners
•ProMexicosupportive of future programs
•Testimonials
–Martha Contreras –Axai
–David Alfaro -masFusion
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10. Questions
Muchas Gracias!
Tom Evans
The Lûcrum Grouptevans@lucrum-group.com
+1.512.961.5267
Skype: tevanstx
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