This presentation is meant to provide frame work for small and medium size businesses think though international expansion. This material is copyrighted and cannot be reused without authors' prior permission.

1. Glocalization
Think Global…Act Local!
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2. What is Glocalization?
 Globalization - A process by which the people of the world are unified into a
single society. This process is a combination of economic, technological,
sociocultural and political forces
 Localization – is the process of adapting a product or service to a particular
language, culture, and desired local "look-and-feel."
 Glocalization – Is a fusion of globalization and localization.
By definition, the term “glocal” refers to the individual, group,
division, unit, organization, and community which is willing and
is able to “think globally and act locally.”
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3. Back to Square One – the Intent!
 Building block of vision
/ growth
 Customer Oriented
 Messaging / Marketing
/ Sales
 Guiding Principle
 Anchor / Driving Force!
Intent
Why does the
company
exist?
Product 1
Service 1
Service 2
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4.  What is the intent of your product / service?
 Preserve and grow customer wealth
 Provide robust and economical infrastructure
 Provide unforgettable dining experience
 Getting people on their feet
 Low cost options environment conservation
Back to Square One – the Intent!
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5. Need for Glocalization
 Spread economic risk
 Currency exchange
rates
 Taxation Benefits
 24 x 7 operations
 Preservation and
Growth
 Expand customer base
 Reduce operational
costs
 Restrictive regulations
 Competition pressures
 Access to quality
resources
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6. Glocalization Cycle
Country
Mode of
Operation
Tri-Merge
Analysis
Localize
Beta &
Launch
Product / Service
Intent
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7. Identify Products & Services
 Value add of product / service
 Customer / business profile
 Competitive landscape
 Market size and growth
 Auxiliary markets
 Expected sales goals
 Regulatory requirements
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8. Identify Country
 Taxation / Tariffs
 Currency exchange rate
 Ease of operation
 Micro / Macro Economies (Local / Regional /
National) trends
 Resource availability
 Bureaucracy and political interference /
Stability
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9. Identify Mode of Operation
 Capital Investment
 Outsourcing
 Partnerships (MoU)
 Exporting products & services
 Distribution and servicing
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10. Tri-Merged Analysis
Glocalization Matrix
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Product Country
Mode of
Operatio
ns
Valves India USA / Canada EU Mexico Mfg Dist
Value Add
Accuracy, Lower TOC,
Quality
Accuracy, Lower TOC,
Quality
Accuracy, Lower
TOC, Quality, Lower
Price
Accuracy, Lower
TOC, Quality,
Lower Price
Accuracy, Lower
TOC, Quality
Customer
Profile
Multiple Verticals,
Small Medium and
Large Businesses, etc
Pulp & Paper, Small
and medium
businesses
Oil, Pulp & Paper,
Agri, Medium and
Large Businesses
Pulp & Paper,
Medium and
Large businesses
Pulp & Paper, Small
and medium
businesses
Competitive
Landscape
Large established and
small manufacturers
Small and medium size
manufactures, mostly
distribution
Medium, large
manufacturers,
strong distribution
and servicing and
innovation
Small and
medium size
manufactures,
mostly
distribution and
innovation
Small and medium
size manufactures,
mostly distribution
Market Size Established market Small Large Large Medium
Growth
Trend Rapid, slow, stable
Rapidly growing cause
of booming economy
Established market
but slow growth
Established
market but
medium growth Growing market
Currency
Exchange
Rate
Difference in
currencies high high low
Auxiliary
Markets
Entry into other
upcoming industries
like oil, paint, etc Paint, Agriculture None None Agriculture

11. Results from Tri-Merge Analysis
 Prioritized list of products
/services, countries and markets
 High level investment profile
 Opportunity size and cost
 Risk profile and fluctuations
 Vision attainment
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12. Localizing Products & Services
 Categories
 Marketing
 Sales
 Features and Functions
 Support and Servicing
 Operations
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13. Localizing Products & Services
 Marketing
 Understand demographic uniqueness
 Create emotional attachment by
connecting with local issues
 Don’t just translate…relate!
 Use social media effectively
 Offer choices (but not in a confusing way)
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14. Localizing Products & Services
 Vertical Localization
 Weights and Measures
 Language Translation
 Time zones
 Currency
 Data formatting
 Reporting
 Social Context
 Privacy laws
 Pricing (including
Taxation)
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15. Unlocalized Products & Services
 Risks of unlocalization
 Regulatory issues
 Cultural issues
 Brand issues
 Functional issues
 Product and service failure
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16. Glocalization Beta
 Gather competitive intelligence
 Short list prospects
 Form special interest group
 Show case product / service (Prototypes)
 Solicit glocalization feedback
 Create glocal user profile
 Chart workflow, pain points and non value add activities
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17. Launch Glocal Product & Service
 Preparations
 Launch Scope
 Timing
 Audience (Prospects)
 Announcements
 Sales Approach and
Collateral
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18. Glocalization Cycle
Country
Mode of
Operation
Tri-Merge
Analysis
Localize
Beta &
Launch
Product / Service
Intent
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19. Yukta Services
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20. Yukta Services
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Contact Information: 830-883-1433
Email: info@yukta.co.in
Site: yukta.co.in
Good Reads:
http://www.acclaro.com/newsletter/save-money-software-localization
http://www.infoentrepreneurs.org/en/guides/assess-your-options-for-growth/
http://www.startupoverseas.co.uk/expanding-a-business-in-canada/preparing-to-
expand.html