Industry
Fashion Accessories, National Company

Background
A successful organisation in Australia and New Zealand was looking to expand into the North American market. The product had some uniqueness however they were entering a competitive market that required significant investment and longevity of product would be an issue. They had made some attempts to enter the market but were achieving only minimal take-up by low end retailers. They had lost a considerable amount of money and time in testing those approaches.

Sales Focus International Approach
Our team in Chicago , reviewed the market to ascertain the best point of entry and where the best results could be achieved in the short term to minimise the cost associated with entry into the market. Through the conduct of market research and intelligence, several cities were identified as first penetration points. They further identified businesses that would have the most influence over the market to raise a second level of interest for the product to further expand the market.

The go-to-market strategy took into account the level of funds available from the Australian company and the requirements of branding and penetration to the identified targets within the North American cities.

The strategy developed focused on the initial customers to be secured, their leverage partners identified and how to best achieve branding at a low cost access level. It provided them with access points that would realise considerable order value in the early stages that supported the marketing communication.

Results
-Forward order sales were achieved with the initial customers that provided them with the funds for marketing communication to increase sales
-Second tier leverage partners contacted the company and relationships were secured
-The company achieved its initial market penetration and growth requirements.