The Only Way Up is Out
Category: Column By : Wempy Dyocta Read : 622 Date : Thursday, May 04, 2017 - 10:39:55

By all empirical and non-empirical judgments, Indonesia has failed to optimally export its creativity, imagination, products, services and solutions to the world. In 2015, the Economic Complexity Index ranked Indonesia 75 out of 184 economies, with major exports being natural resources such as coal, palm oil, petroleum gas, crude petroleum and rubber.

On the other hand, primary imports include high-tech products such as broadcasting equipment, vehicle parts and telephones. This phenomenon of exporting natural resources and importing high tech is attributable to the educational quality and vocational focus of Indonesia’s human capital, and its creative ability, bravery, capacity and confidence to create globally competitive products, services and solutions.

Indonesia has much to learn from Singapore, Switzerland and Israel. With relatively negligible natural resources, these nations, in stark contrast, rank high on global innovation and economic complexity indexes, meaning that their human capital is centered on professions that add value, and have an attitude of looking outward.

Scalable brands, products and services built in Singapore, Switzerland and Israel are rarely established to serve only the local economies (which are relatively small). They all serve global trends, needs, desires and markets. Whereas Indonesia’s current business leaders were able to build conglomerates fueled by domestic demand, future entrepreneurs must create value by serving the global community, not just the country.

Going international must no longer be a badge of honor. It must be status quo for local brands. Here are 10 tips for launching a global brand:

1. Begin with an International Mindset

By starting with the end in mind, one can reverse engineer all company decisions about product branding, naming, development, marketing, fulfillment, logistics and customer service strategies.

2. Search Internationally, Not Regionally

Do not leap to the immediate assumption that Southeast Asia is the first ideal international launch market. Often, ASEAN markets already have a major supply of the product or innovation you are offering. Search globally for markets with better demand.

3. Connect with Embassies, Trade Influencers and Chambers of Commerce

Proactively network with the target market’s Chamber of Commerce, government and private sector leaders, influencers, movers and shakers. More connections and insights will save you time, increase your insight and sharpen your decisions.

4. Tap Into Lived-In, Experienced Wisdom

Seek independent, objective and valuable wisdom from other business owners who have launched, succeeded, struggled or failed in that market.

5. Go

No successful international launch was ever executed distantly in an ivory tower. Invest time and resources into a solo trip or join a delegation. Have a definitive mission with key performance indicators of what must be achieved by travel’s end.

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