Take Your Company Global:the New Rules Of International Expansion

Description

If you're on the internet, you're already global. Now, get access to an innovative data-driven model for profitably expanding the international presence you already have.

Companies looking to expand used to think about entering international markets, but today you're global from the moment you create a website. Nataly Kelly, Chief Growth Officer at Rebrandly (a global tech company with customers in more than 100 countries) and former VP International Ops and Strategy at HubSpot, says now the goal should be market intensification—building on the presence you already have.

Kelly's MARACA model enables companies to distill the mass amounts of data available to determine if, how, and where they should expand by looking at three key areas of measurement:
MA: market availability—the size of the market opportunity within a given country
RA: real-time analytics—data indicating how your company is currently performing in that market
CA: customer addressability—the measure of your company's ability to address the market, no matter its size

The book is based on Kelly's experiences with building a global business both at HubSpot and as a consultant, but also contains numerous examples from successful global companies of various sizes, such as Airbnb, Canva, Dashlane, GoStudent, Facebook, LinkedIn, Lottie Dolls, Netflix, Revolut, Teamwork, and Zoom. Including information on building a globally minded corporate culture, this is a complete strategic guide to discovering international growth opportunities.

About the Author

Nataly Kelly is a seasoned business leader, international business expert, and longtime Harvard Business Review contributor on the topic of global business who is dedicated to empowering business leaders to strategically expand internationally.She is currently Chief Growth Officer at Rebrandly, a global software firm with customers in more than 100 countries. Previously, Kelly served at HubSpot as Vice President of Marketing, Vice President of International Operations and Strategy, and Vice President of Localization, where she helped drive international expansion.To help business leaders expand internationally and gain a competitive advantage, Kelly is launching Take Your Company Global: The New Rules of International Expansion (Berrett-Koehler Publishers) on September 26, 2023. She is the first author to detail the new realities of international expansion and share a comprehensive guide for businesses that seek to grow globally in a predictable, sustainable, and effective way. Connect with her at borntobeglobal.com.