The design of a suitable business model, i.e. the sales, services and demand creation models adapted country by country, is a delicate process which raises numerous questions :

Can demand be efficiently created without local subsidiaries ?

Is it better to work with master distributors or to sign up VARs directly ?

Who will provide the services and under what terms and conditions ?

How do you combine the "push" and "pull" activities to optimize ROI?

Can the sales model be the same across Europe ?

Etc.

In order to help its customers achieve a satisfactory response to all these questions and many others, Software in Europe synthesizes the numerous parameters that a software publisher must take into account to expand its sales, services and demand creation models in Europe, in particular :

Parameters related to the software

• The price positionning
• The ability to generate value added services: consulting, training, support
• The existence of localized versions
• The packaging : box, license, downloadable file, integrated solution
• The sales potential in the targeted countries, etc.

Parameters related to the software publisher

• Its marketshare & market awareness in Europe
• Its investment plan in terms of local demand creation
• Its training, support and maintenance structures in Europe
• The need for European subsidiaries, etc.

Parameters related to the targeted markets

• The local practices as regards software purchasing : resellers, Web, mail ordering, solutions
• The local context of distributors, integrators, resellers, trainers and support companies
• The existence of local or locally represented competition
• The results of market surveys if any, etc.

On the basis of that synthesis, Software in Europe delivers a set of documented recommendations on the types of possible subsidiaries or partners and the choices to be made on each market, which combine in variable proportions :

  One or several of the software sales types met in Europe :
• Direct sales by local subsidiaries, existing or to be established
• 1 tier indirect sales through integrators, VARs or OEMs
• 2 tier indirect sales through master distributors and their reseller networks
• Mail order and catalog sales
• Web sales
• Sales in turnkey solutions
• Sales in partnership with a manufacturer, etc.

  Demand creation methods adapted to European markets :
• Demand creation management by local subsidiaries or remotely
• Tele-prospection, mailing and emailing campaigns aimed at customers and partners
• Sales promotion programs
• Partner and Distributor programs
• Advertisement and sponsoring programs, Web campaigns, etc.

  Professional services organization models :
• Organization of support through the Web, local subsidiaries, specialised service suppliers, etc.
• Organization of training : direct, through VARs, through local trainers, on-line trainers etc.
• Organization of project management and consulting services

The recommendations communicated to our customers are clear, accurate, supplied with graphics and a Powerpoint facilitating an easy presentation to other decision makers in your company.