Getting internationalisation right
Two weeks ago we organised a meetup in Berlin for our portfolio companies and friends around the topic of internationalisation. With over 40 companies in our portfolio, of which more than 80% are active in more than one country, the accumulated knowledge about the dos and don'ts of internationalisation is massive. Sharing this knowledge was the goal of this event.
The event comprised 9 very interesting presentations. Below you can find a summary of the key takeaways from each of the sessions. Maybe it will be useful for your internationalisation efforts.
Fabian Siegel, Marley Spoon / formerly Delivery Hero:
Discussed the advantages and disadvantages of centralised (done out of one country) vs. local (including teams on the ground) approach while internationalising.
Concluded that strongest possible centralisation as long as possible tends to be beneficial as it maximises communication within the teams and speeds up problem solving.
Building local teams in a centralised HQ can work well.
For far away regions, autonomous regional teams are the way to go (one country for many neighboring markets).
Christian Miele, Kreditech:
Big believer in centralisation, after all Kreditech is operational in nearly 10 countries, largely out of their Hamburg office.
Christian explained how following a carefully designed internationalisation process one can avoid later headaches in complex scenarios (e.g. regulation) and eventually speed up growth.
Internationalisation as a risk management strategy.
Starting out of Berlin, Fyber expanded to the US so that it is Fyber’s biggest market right now.
Know exactly why you want to go to the US before making the step, as well as be honest with yourself about why you can be successful there.
Attracting talent in the US is very hard, especially as a European startup, building an employer brand takes a lot of time and is much more expensive than Europe.
One of the founders should move over to make the US a success.
Jan Bohl and Christian Sturm, Ableton:
Hardware enabled Ableton to grow in countries where there is strong piracy and selling software is difficult.
Internationalising via distributors is a great way to spread the word fast.
Being proactive while dealing with compliance can be a good investment to avoid challenges with compliance later on as complexity of the issues increases (massively) with international scale.
Don't be afraid of Asia, it is a great opportunity for online software.
However, Asia is not homogenous and different parts of it require different approaches.
For example, the English-speaking countries, like India, are easier to deal with culturally, but have a relatively high price sensitivity. The economically stronger countries like Japan or South-Korea are very different culturally and require a very local approach.
Especially in eCommerce, being the market leader is key. And in Home & Living, this is only possible with a very local approach and excellent operations.
Effectiveness comes before efficiency, if you want to grow fast.
Incumbent industry experience is rarely very relevant when you hire - in the end, we want to do things differently.
Meritocracy and full transparency on metrics are key for managing international teams.
Local international teams can be more effective in growing internationally than a centralised approach.
Obviously, local teams are more expensive.
Providing local teams with some freedom to adjust product to local specifics brings positive results, but increases complexity.
Fredrik Pfisterer, Mambu:
Global enterprise SaaS sales are well possible, but any opportunity beyond 20k ACV needs a lot of legwork (field sales).
Field sales can be a very expensive and time consuming - qualify your leads radically before you get on a plane as you can't afford losing once you embark.
Strong reliance on local teams while accelerating the marketplace internationally.
Three ways of building such local teams (1) acqui-hires; (2) hiring or spin-off from existing team + relocate; (3) hire local.
Regular meetings of all local teams are crucial for building company culture and communication.
Even though we organised the event at a relatively short notice, over 50 participants from all around Europe and beyond could make it. The feedback we received after the event was very positive which was an additional confirmation that the format of topic focused portfolio events that we started two years ago with our annual Point Nine SaaS Founder Meetup is the right one. We will do our best to organize more such meetups in the future and to make them as good as possible.
Many thanks to everyone who participated in the event, as it is each and every participant and their experiences that make these meetups so good. Also, many thanks to KPMG Berlin for providing us with a nice location and a foosball table ;-)