This is an interactive session that explores some of the criteria that needs to be considered when marketing a product or service internationally.

1. Opportunities, Trials and Tribulations of Going Global

2. Product Camp September 17, 2011 Barbara M Fowler, JD, LL.M., CLU, ChFC BMF Management Consulting LLc bfowler@chiefoutsiders.com 2

3. Critical Factors To Consider Market Attractiveness Political and Economic Stability Employment Law Consumer Protection Law Financial Environment Regulatory Environment Competitive Situation Labor Pool Synergies/Obstacles Ease of Implementation Overall Recommendation 3

4. Country Snapshot—Selected Data (2011) 4 Bonanza Agnieska 82 million 0.04% 1.2 80.0 years 41.3 years 26.6% 20% of workers 99% US $1,976 billion 1.61% 9.8% overall US $ 50,000 31st of 100 countries 28th of 100 -Low 81st of 100 countries 88. million 1.53% 2.49 74 years 23.8 years 54.0% 15% of people over 15 92% US $637 billion 4.78% 9.8% overall US$30,000 72nd of 100 countries 68th of 100-Moderate to High 30th of 100 countries Population Population Growth (annual) Fertility (births/woman) Life expectancy Median Age % of Pop. under age 25 % Univ. Grad, Target Cities Literacy Rate GDP (US$ basis) Inflation Unemployment Average Income Corruption Index Country Risk Business Friendly Environment

5. Country Indexes CORRUPTION INDEX – This is an index that measures the perceived corruption in the country in terms of bribes asked for and given, special deals made, integrity of business dealings, honesty of government officials and judges. With one being the best country and 100 the worst, Agnieska is at 31 andBonanza is at 72. COUNTRY RISK – The likelihood that the country could change their laws and that this change would adversely affect business (for example, the possibility of nationalization, political upheaval). Agnieska is at 28 andBonanza is at 68. BUSINESS FRIENDLY ENVIRONMENT - The laws of the country that affect business such as employment protection laws, corporate taxation, tariffs, ease of licensing,Agnieska is at 81 andBonanza is at 30. 5

7. Income taxes are high

8. Government provides generous disability, unemployment and retirement subsidies

9. Well established industries

10. Economic growth slow in last 10 years

11. The country is aging and the birth rate is low. 6

13. Incomes are now growing rapidly

14. Many people have entered the middle class.

15. Many young, educated professionals starting families and the birth rate is high.

16. Women leave work force when children are born

17. Low government provided benefits7

18. The Middle Class inBonanza is Hungry 8

19. Branding In South America, you can use the same brand as you use in the United States for your product. However, in Europe the brand you have used is already in use and you need to rebrand. How do you think this will impact business? 9

20. Locations/ Benefits 10 In going to the country to set up operations, is it better to start with first class office space and compensation/benefit programs or is it better to start lower and work our way up as company grows?

21. The Decision Has Been Made You have been asked to lead a team of five ex-pats to start the operation. The team is told that they will be in-country for approximately 18 to 24 months. What are your concerns? What about your family? Will you accept this opportunity? 11

22. Early Issues Free Coffee Broken Leg Maternity Leave University Classes Marriage Leave Company Money Volunteer Activity Lunches 12

23. Questions: 1. There are two final candidates for the CEO position. Both are good. One is especially well regarded for his people development skills but his English language skills are average at best. The other is highly regarded for her financial acumen and her English is excellent. How important are the language skills? 13

24. Questions: 2. You are interviewing a candidate for a Director position. In answer to several questions during the interview, the candidate starts by saying, “I talked to my psychologist about this” or “My psychologist and I discussed this.” 14

25. Questions 3. You are interviewing to hire the person to run your IT department. The recruiter tells you that most companies prefer people with “Type A” blood for this position. How do you respond? 15

26. Questions 4. You are driving with your child and are stopped by a policeman but do not understand why. Local custom is to give the policeman your license with a 20 dollar bill wrapped around it. You do not know the language but it is apparent the policeman is expecting this. 16

27. Decisions What is the law? What do yourcore values indicate youshould consider? (worthy of trust, respect for each other, customer focused, winning) What is the “common business practice”? How will this impact your future decisions? How will this affect your company globally? 17

28. Country Facts 18

29. Country Facts 19

31. Thank you! bfowler@chiefoutsiders.com