This webinar was conducted on Thursday November 11th by Blueliner CEO, Arman Rousta in where he which will explore the issues and challenges for brands looking to penetrate the Indian market, and on making your business more efficient and cost-effective.
The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
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Expanding into Asia Webinar
1. 7 Pillars Digital Marketing Academy
Webinar Presented by:
Arman Rousta
Digital Strategist & CEO of Blueliner February 17th, 2011
TM
Expanding into Asia: Opportunities
3. Poll # 1Poll # 1
How many times have you been to India, China
or other Asian countries for business
purposes?
⢠Not Yet
⢠1-3
⢠4+
4. Company OverviewCompany Overview
Core ServicesCore Services
⢠Web Design, Development and eCommerce
⢠Internet Marketing strategies (7 Pillars)
⢠Outsourcing (strategy, setup, recruiting,
training & management)
⢠Digital marketing and web development firm
⢠HQ in NYC with offices in India, Bangladesh
⢠Recognized for hybrid on/offshore model and
ROI-driven, online marketing campaigns
5. pillar 1. Content (Copy, Video, Photography, Audio)
pillar 2. design UX (Branding, Web Development)
pillar 3. SEO (Organic Search, Organic CSE, Onsite Search)
pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting)
pillar 5. CRM (Customer Service, Email Marketing, Web Analytics)
pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile
TheThe 7 Pillars7 Pillars of Digital Marketingof Digital Marketing
6. Interactive Marketing ClientsInteractive Marketing Clients
California Closets (Lifestyle)California Closets (Lifestyle)
Completely Bare (Beauty)Completely Bare (Beauty)
IZOD Menâs Fragrance (Beauty)IZOD Menâs Fragrance (Beauty)
Bogner (Fashion)Bogner (Fashion)
Allied Home Mortgage (Real Estate)Allied Home Mortgage (Real Estate)
New York Video School (Education)New York Video School (Education)
401kid (Finance)401kid (Finance)
CMS Forex (Finance)CMS Forex (Finance)
Class of 1 (Education)Class of 1 (Education)
Morningside Translations (Translations)Morningside Translations (Translations)
Blueliner is a reputable digital marketing agency based in New York, with
presence in Asia, Latin America and Europe. We have built successful
social, mobile and search campaigns for hundreds of clients, including:
Medical Hair Restoration (Medical)Medical Hair Restoration (Medical)
Manhattan Orthopaedic Care (Medical)Manhattan Orthopaedic Care (Medical)
Russia Today (Media)Russia Today (Media)
SogoTrade (Finance)SogoTrade (Finance)
Icebreaker (Fashion)Icebreaker (Fashion)
Lufthansa (Travel)Lufthansa (Travel)
Chaa Creek Resort (Travel)Chaa Creek Resort (Travel)
Celect.org (Social Media)Celect.org (Social Media)
Bid on the City (Real Estate)Bid on the City (Real Estate)
Red Clay Media (Marketing)Red Clay Media (Marketing)
8. Infrastructure: US â AsiaInfrastructure: US â Asia
bluelinerblueliner anglaangla
⢠Sales
⢠Vision & Strategy Development
⢠Client Relations
⢠Oversight & Execution
⢠Web Design
⢠Programming
⢠Web Marketing
⢠R & D
⢠Sales Support
NYNY
9. 8-Year Highlights8-Year Highlights
⢠Built a global operation with 3 hubs
⢠Accumulated $4+ million worth of
services expertise
⢠Brand Recognition in Media/Industry
⢠Development of highly sought-after
unique methodologies [7 Pillars]
⢠Leveraging experience to create IP
that brings new revenue streams
10. Why Asia?
ď§ Cost Savings â Back Office
ď§ New Markets â Front Office
ď§ Pros & Cons
ď§ Alternatives
11. Top Challenges Weâve FacedTop Challenges Weâve Faced
1. Retention
2. Infrastructure Headaches
3. Cultural Differences
4. Schedule/Timing Differences
12. 10 Steps to Success10 Steps to Success
1. Good HR â Hiring on Fit, not Skills alone
2. Location, Location, Location
3. Local Branding â Pride
4. Location Partnership
5. Performance-Based Incentives & Benefits
6. Skills Training â Knowledge Sharing
7. Team Building Activities â Chemistry
8. Flex Schedules
9. Solid Communications & PM Systems
10. Exchange Programs â Building Cultural IQ
13. Global Qualities that we SeekGlobal Qualities that we Seek
1. Competence in one or more areas.
2. Good Attitude. Unselfish. Disciplined.
3. Excellent English Communication Skills.
Written and Verbal; Email, Chat, Phone, Live.
4. Passion. Creativity. Curiosity. Love what they do.
5. Resourceful. Flexible. Self Learning capacity.
6. Balanced Individual. Healthy, happy and well-
grounded.
14. Poll # 2Poll # 2
Rate your experience with Outsourcing to Asia?
⢠Havenât done it
⢠Poor
⢠Average
⢠Great
26. Is The World Flat or Curved?Is The World Flat or Curved?
27. Whatâs Next? 3-5 Year HorizonWhatâs Next? 3-5 Year Horizon
1. Real Estate prices will continue to balloon
2. Average salaries will also rise with inflation
3. More exodus from US/Europe âback homeâ
4. Wild West mentality of opportunity. New brands
and business models will emerge. Everyone
wants in.
28. P5. Social Media MarketingP5. Social Media Marketing
1 billion+ worldwide social network users
How will you tap in without expanding?
ď Viral, Buzz, Word-of-Mouth Marketing
ďReputation Management
ď Social Book marking and âsocializingâ
ď Blog Marketing
ď Application Development: Widgets, Wiki, Blogs, Forums, Polls, etc.
29. P6. Mobile is GlobalP6. Mobile is Global
⢠Nearly 10% of website traffic is now coming from mobile;
we expect that to be over 20% within two years.
⢠Over 1 billion cell phones globally
⢠Mobile is web interface for more than 50% of web users
30. Local-Global Search ResultsLocal-Global Search Results
THE PROOF IS IN THE (SEARCH) PUDDING
Consider the same search in different languages and countries. SEO
opportunities are vast in developing economies.
âMortgage listsâ
6,000 searches per month!
1st
page of Google, 3rd
listing
35. Vision & ExpansionVision & Expansion
⢠Front Office Today: U.S., India
⢠Front Office 2012: + China, Europe, Latin America
⢠Back Office Today: U.S., India, Bangladesh,
Mexico, Vietnam, Macedonia
⢠Back Office 2012: + China, Europe, Latin America
⢠Setup & Support Model: Helping other
companies, including service providers and brands,
setup abroad.
⢠JV Model: Support ventures and brands via joint
ventures and incubation at Blueliner.
36. Arman Rousta
Chief Executive Officer
arman@bluelinerNY.com
US â Asia â Europe â Latin America
www.bluelinerny.com
⢠Twitter.com/blueliner
⢠Facebook.com/bluelinerny
⢠Youtube.com/bluelinerpodcasts
⢠Linkedin.com/companies/blueliner-marketing
⢠Flikr.com/blueliner-marketing
Hinweis der Redaktion
Asia vs. Eastern Europe vs. Latin America
All I can do is share my experience. It doesn't necessarily mean this is the way it is.
5 Steps to setting up off-shore
Location
Local partner(s)
Company formation (Legal)
HR
Systems (Project Management, Communications, etc)
Travel/exchange/training
Cultural Intelligence
Top Challenges we've faced
Retention
Rising prices
Infrastructure headaches
Cultural differences
Schedule/timing differences
Anecdotes & Observations from My Trips
Places I went
Food & Sickness
Preparation
Pictures & Videos - Top 100
Personal experiences - Daily Log
Cricket Craze - IPL
Growing middle class (# of retailers, roads improving, etc)
Operational Costs
Setup
Maintenance
General cost levels per resources.Â
Things to Avoid
Rush hour traffic
Metered taxis
Food from street vendors
Opportunities in next 3-5 years
Real Estate prices going up
More exodus from US and Europe "back home"
Chances to get in, establish leadership
Wild West mentality; rapidly maturing markets and evolving culture
New brands and services can sell to wealthier middle class and companies in need. Don't just think back-office anymore, there's a big market!
Who I am?
Why I went to India?
Why we went to Bangladesh?
Why I went to China?
Pros and Cons of Outsourcing.
India vs. Bangladesh
Asia vs. Eastern Europe vs. Latin America
All I can do is share my experience. It doesn't necessarily mean this is the way it is.
5 Steps to setting up off-shore
Location
Local partner(s)
Company formation (Legal)
HR
Systems (Project Management, Communications, etc)
Travel/exchange/training
Cultural Intelligence
Top Challenges we've faced
Retention
Rising prices
Infrastructure headaches
Cultural differences
Schedule/timing differences
Anecdotes & Observations from My Trips
Places I went
Food & Sickness
Preparation
Pictures & Videos - Top 100
Personal experiences - Daily Log
Cricket Craze - IPL
Growing middle class (# of retailers, roads improving, etc)
Operational Costs
Setup
Maintenance
General cost levels per resources.Â
Things to Avoid
Rush hour traffic
Metered taxis
Food from street vendors
Opportunities in next 3-5 years
Real Estate prices going up
More exodus from US and Europe "back home"
Chances to get in, establish leadership
Wild West mentality; rapidly maturing markets and evolving culture
New brands and services can sell to wealthier middle class and companies in need. Don't just think back-office anymore, there's a big market!