Phased Market Entry

Ramus breaks down the process of market entry into distinct phases and delivers services which are clearly focused on the key activities needed to achieve success in each phase. This means that many of the non-critical activities usually associated with starting a new operation are avoided; thus reducing cost or deferring cost to a later stage whilst building momentum in the market.The modular nature of the programme means that you can choose to start at a point that suits your needs

The BranchOut approach delivers clear benefits in terms of enhanced revenue for lower cost  (Click here for an illustration).

Ramus will manage the market entry in four distinct phases :

Market awareness and acceptance in your home market does not automatically translate to the UK market. Invariably some degree of market education will be needed in the early stages of setting up. During this first phase Ramus concentrates on :

Marketing
• Ensuring your message fits with the UK market
• Communicating your message to key market groups :
• Potential customers
• Relevant Media
• Key industry influencers

Sales
• Developing the UK sales strategy – Direct, Indirect
• Building the early sales pipeline
• Building an early UK customer reference base
• Recruiting key partners to ensure that there is a whole product offer for the UK

Successful execution of this phase will prove the opportunity in the UK is real and lay the foundations for significant market penetration. During this phase Ramus provides a ready-made infrastructure for your operation; this means that your financial exposure is kept to a minimum and your risk is greatly reduced.

Once your product or service has been accepted in the market, Ramus will establish the infrastructure to support a high level of sales activity. During this phase Ramus will help to recruit key staff and then hand over the sales management activity. Ramus will focus on Country Management activities and ensure the Marketing effort fully supports the drive for sales.
Key areas of activity in this phase:

Marketing
• Refine and communicate the message for the evolving mainstream market
• Sales lead generation

Country Management
• Develop and manage the necessary infrastructure to support sales effort
• Recruit key staff, sales and local sales support
• Develop and implement key operational processes
• Develop and implement key administrative processes

This approach ensures that sales staff are fully focused on the generation of revenue and on building a strong customer base and are not distracted by non-revenue earning activities.

Having established a strong, effective sales operation and put into place the necessary operational support, Ramus will focus on helping you find the right management. Ramus will then hand over the responsibility of managing the UK sales operation and continue to focus on :

• message development for the evolving market
• managing lead generation
• coordinating marketing resources.

This approach means that sales continue to focus on revenue generation and territory development and do not get distracted by the need to build a marketing infrastructure.

By this stage of the project Ramus will have helped you establish a successful, efficient and cost effective UK sales operation. Ramus will hand over message ownership and lead generation functions to your UK management.

At this point Ramus will be working with you to exploit the next opportunity in the market. Ramus can help by applying the same methodology which means that your current UK sales force would continue to concentrate on maximising revenue from the existing product. Ramus manages the proof, market education and penetration stages. This means that you introduce your new product with the lowest committed cost and the highest probability of success without loss of momentum of your existing product sales.