Doing business in Hannover

Doing Business and Promotion of
Business Development in Germany
Niedersachsen Delegation in PA | Peter Eisenschmidt

At the Heart of Europe

•

Business Development in Germany | Sept 2011 | Page1

Do I need To Tell you About…Industries in Niedersachsen?
•

• ICT
• Automobile
• Aerospace
• Mechanical engineering
• Food processing/Agriculture
• Biotechnology/Life sciences
• Energy technology
• Trade fairs
• Logistics
• Tourism


Gate to the European Market
•

Hannover Region:

• City of Hannover and 20 surrounding cities and boroughs

• Surface: 2,290 km²

• Inhabitants: 1.12 million

Catchment Area:

• 56.8 mill. people in a radius of 300 km (Germany only)

• 129.2 mill. people in a radius of 500 km (Germany and
neighbouring countries)


Transportation infrastructure
•

The Role Of Hannover As a
1„5 hrs
Transportation Hub

• Traditional role as an East-West trade hub with easy 2„5 hrs

access from all points within Europe

• Main crossroads of major German and European road,
rail and water arteries
3 hrs
• Linking the north-south and west-east arteries of the
German autobahn network

• International Airport to all major European destinations

• International Railway Hub, >110 high speed connections


Infrastruktur
•

International Railway Hub
110 fast train connections, 20 international connections

Hamburg 1„09
Bremen 0„59

Berlin 1„31
Cologne 2„43

Leipzig 2„45
Frankfurt 2„06

Munich 4„34


Transportation Infrastructure
•

International Airport Hannover
• Operation hour 24/7 (night-flight traffic)

• Direct access to numerous European destinations

• 3 modern terminals with a capacity of 10 mill.
passengers

• Direct S-bahn (train) access to Hannover Central Station

• 13,000 parking lots

• Several low-cost-carrier

• Air Cargo Center with an annual capacity of
about 60,000 tons handling of cargo.


International exhibition centre
•

The world’s largest exhibition facilities

• 1 million square meters; 27 halls

• 28,000 exhibitors and 2.5 million visitors p.a.

• hosting leading international fairs and associated
congresses and venues of global reputation,
such as CeBIT, Hannover Fair, IAA, Biotechnica ...


Companies in the Hannover Region
•

• Hannover‘s Economy

• Automotive / Engineering

• Financial Services / Insurance

• Logistics / Trade

• Other services

• and even more


Education
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Academic Institutions / Research Bodies
• Hannover University (focus: natural/technical sciences)

• Hannover Medical School (MHH)

• Veterinary School (TiHo)

• University of Applied Sciences and Arts

• Hannover College of Music and Drama

• GISMA Business School

• International School Hannover

• First class science and research institutes


Developing Economic Relations
•

Possibilities of An Economic Development Agency

Global / Transnational Level : guidelines and treaties

National level: laws and fundings

Federal State Level

Municipal level: regulations and local needs

Economic Development
Industry Level: business needs of SME


First Steps in Germany
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Success Factors for International Expansion

• Market Knowledge – Prozess knowledge, communication expertise,
Business Development Approach

• Market entry – vertical Know-How, customers, partners, sales channels

• Localized Marketing – Public Relations, PR work, collateral, localized
information / translation, homepage, pricing etc.

• Internationalization – Strategy, lokalized knowledge, synergies in affinity of
markets or market participants

• Market values – Behaviour in business, Mentality, Culture


Understanding German (Business) Culture
•

The Land of the „Dichter und Denker“ (Poets and Thinkers)
• Value individual opinions (allowing everbody to communicate his opinion?)

• Speak out directly what we think (probably rude?)

• Therefore have rude and complex language (which still allows great literature?)

• Like to discuss issues until all opinions had been heard (long decision processes?)

• Going for the perfect solution (probably too bureaucratic?)


hannoverimpuls
•

hannoverimpuls is ...

• the business development agency of the Hannover Region

• a joint venture of the City of Hannover and Hannover Region

• privately managed and controlled to guarantee flexibility, versatility and speedy responses

• a highly motivated and experienced team of business sponsors and experts

• working together with partners from business

• focusing on six industrial sectors with a high growth potential

• stimulating sustainable processes relating to business start-up, growth and co-operation and
company location


The Instruments of hannoverimpuls
•
Strengthen the Strengths, Minimize the Weaknesses

Pushing the change of the regional
industrial sectors, creating qualified
jobs and corporate/economical Value

The City and Region of Hannover are giving
priority support to the following six key
industrial sectors using the instruments of

• Mobilising and supporting start-ups

• Attracting and establishing companies

• Initiating corporate growth


Services of hannoverimpuls
•

Services offered by hannoverimpuls GmbH
Market
• Strategic marketing/
Consulting
• Marketing & Sales
Outsourcing
Finance Administration
• Visas
• Hannoverimpuls funds • Office-/Laboratory space
• Access to EU funds Your company
• Registrations/
• Financing by 3rd parties in Germany? authorizations
• Office-/Laboratory space • Human Resources

• Networks
• Partnerships with
regional R&D

Technology


Products to Support Business Expansion
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Products to Support Business Expansion

• ProMAP – Product Market Analysis and Placement: Strategic Marketing, Workshop

• GeMS – German Marketing&Sales Solutions: M&S Outsourcing

• Plug&Work: Office-, Lab-, Production-Space, for free, for one year


ProMAP
•

ProMAP - Strategic Marketing to Prepare Business Expansion

● Product Market Analysis and Placement

● “Workshop”

● 3 Modules

● 1. Module: Market Analysis

● 2. Module: Product Analysis

● 3. Module: Workshop – defining a strategy for marketing based on mod 1 + 2


GeMS
•

GeMS – German Marketing&Sales Solutions
● Marketing&Sales outsourcing
● In cooperation with Inline Sales GmbH
● Services
● Market Studies
● Key Account Management
● Road Shows
● Sales with own Sales Force
● Telephone Marketing
● Fee-for-Service
● Special Conditions for Customers of hannoverimpuls


GeMS - Benefits
•

Benefits
• Professional support
• Access to partner networks
• Industry knowledge
• Calculable costs of the sales function
• Increased flexibility
• Improved customer service
• Perfect entry into new markets
• Increase number of sales people without increasing head-count
• Reduced disruption of current processes
• Reduced risk of investment
• Fast implementation (sometimes without need to get approval from different departments)

• Support of under-performing internal sales units


hannoverimpuls
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Plug & Work –
the start-up and expansion initiative

• Rent-free work and office space for one year

• Intensive networking

• Comprehensive starter package including

• Strategic coaching

• IT support and free software

• Hannover Welcome Package

• and many added extras


Support after setting up a Business in Hannover
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Innovation+ Promotion of
Funding of
Investments
Office in Hannover

consulting service

Growth

> SME
Marketing/Design Financing in
Consulting Start-up Phase

Seed Financing Credit / Loan
Guarantees

Framework Program 7


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Endfolie Variante 1
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Doing business in Hannover

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