Emerging Market Analysis for International Trade Expansion
Patrick Schwerdtfeger is a leading authority on global market analysis and demographic forecasting for strategic international expansion planning. As demonstrated in his country-by-country economic forecasts, Patrick uses demographic data and GDP composition to effectively evaluate emerging markets and opportunities for business expansion. You can order a custom analysis of the countries or regions you’re considering and Patrick will compile a high-level strategic analysis that is guaranteed to either (1) help you avoid costly and irreversible mistakes or (2) position you for accelerated revenue growth, or both.
Western companies have enormous expertise but future growth will not come from western economies. Instead, emerging markets promise growth but they lack the processes and systems to capitalize on the opportunities. As a result, many large western companies need to expand into emerging markets but cultural differences and legal hurdles make the process difficult and frustrating. Once you select an emerging economy (or region) to expand in to, your investments will be significant and the payoff will only come years later. It’s a very important decision and you don’t want to get it wrong. Patrick’s country-by-country economic forecasts and regional comparisons offer an invaluable executive-level perspective that are guaranteed to leave you better off than before.
Patrick is available for advisory consulting arrangements and generally schedules half-day, full-day or two-day sessions with executive teams. He has provided global market analyses for organizations from New York to Dubai and from Moscow to the Philippines. Regions include the Middle East / North Africa (MINA), South America and the Asean Bloc (including Malaysia, Indonesia, Thailand, Vietnam, Singapore and South Korea among others). In each case, fascinating implications emerge when evaluating country demographic age profiles and GDP composition, revealing dramatically different growth prospects from one country to the next.
Global Market Analysis – Custom Solutions
Patrick is a leading authority on global business trends and is a regular speaker for Bloomberg TV. He has delivered programs for TEDx as well as business conferences and conventions around the world. With exposure to dozens of different industries and business models, Patrick provides a broad strategic perspective that quickly identifies marketing challenges and opportunities for executives to consider. Please contact us for rates and scheduling details.
Unemployment is up and household incomes are down. Times are tough. Meanwhile, the number of people worth 10 million or more has doubled since 1999. The same is true for billionaires. So the vast majority of people are struggling while the top tier is kicking butt and taking names. Which is it? Is this a difficult economy? Or is it the greatest business opportunity in modern history? Turns out, it’s both. It all depends on focus and leverage.
The people who are killing it are doing two things that the rest of us are not. First, they’re learning about the global “megatrends” reshaping our world. And second, they’re finding ways to leverage those trends for a profit. And as marketing professionals, we have an opportunity to steer our clients toward those trends and deliver innovative solutions for the world’s newest problems.
If you search for “megatrends” on Google, you’ll find countless blog posts and articles discussing the top 10 megatrends, or the 25 megatrends or the 5 or the 50 or the 15. You’ll never find unanimous agreement on the exact number of megatrends in existence. Depending on the extent of your research, you could probably find hundreds, but this article will discuss just five; five that are revolutionizing the world of marketing.
Data: everybody has more of it today than they did ten years ago, or even ten months ago. But what should you do with it? How can you make money with it? The first step is to reveal the wants and needs hidden inside the data, but that’s a job for data engineers and data scientists. The more important step is to convert those wants and needs into profitable services and that’s where marketing comes into the picture.
Data is converted into services through the development of algorithms. Already today, they suggest movies and songs we might like, match organ donors with patients in need, facilitate arbitrage trading strategies on Wall Street and forecast the weather for meteorologists on the local news. All of these algorithms result in profitable transactions and marketers need to understand that the value propositions they sell will be increasingly data-driven.
The best way to communicate on today’s social internet is with visual content. There are four different types of content: text, audio, photos and video. Turns out, the most viral of those four is video, and photos are in second place. People like interacting with visual content. Info graphics are a great example. Marketers need to find compelling visual ways to communicate complex data-driven services.
There was a time when information was procured from certain select sources, but those days are over. Today, everyone is a content creator. Everyone is a publisher, and some are better than others. Those who excel carry powerful influence with their loyal followers and that can either help or hurt your business. In fact, it can either explode or destroy your business!
Marketers are the stewards of community engagement. They are increasingly tasked with the identification of influencers and the cultivation of supportive (and profitable) relationships. Whether it’s through “Net Promoter Score” programs or mining influencer platforms like Klout.com, marketers need to embrace middlemen (middlepersons?) in their marketing campaigns.
The trick is to provide valuable resources these influencers can use to cultivate their own followings. All of the incentives have to point in the same direction. Influencers won’t be doing you any favors. If you want their help, you have to support their objectives at the same time. Providing value-packed resources with subtle sales pitches is the way to go.
Baby Boomers like to compete. They’re hyper independent. But their kids, the Millennial Generation, seek collaboration. They travel in tribes. And the 80-million-strong Millennials (currently ages 18 to 36) now account for 35% of the workforce. They’re not “coming.” They’re here! And if you piss just one of them off, you can lose the whole tribe in an hour or two.
Marketers need to shift from “target markets” to “target tribes.” Are they similar? Yes, but the internal connections in a “tribe” dwarf those in a “market.” So be careful! You can shoot yourself in the foot with a cannonball. The path forward is to select target tribes first and see what common values members are passionate about. You can then identify influencers who epitomize those values and start contributing to the resources described above.
The Millennial Generation doesn’t care what you do. They only care why you do it. Marketers need to focus on the “why” if they want to capitalize on the business opportunity. Millennials want purpose. They want to be part of something bigger than themselves. In fact, they want that more than money! By focusing on purpose, marketers can enlist a generation bent on finding a better future.
As mentioned above, the Millennial Generation is a growing percentage of the national workforce but their Baby Boomer parents aren’t dead yet! The 77-million-strong Baby Boomer generation (currently ages 49 to 67) still controls the vast majority of the power positions in the economy and the purchasing power that goes along with them. Who are you actually selling to? And who’s picking up the tab?
Marketers need to dissect their customer into the decision maker and the bill payer because they may not always be the same person. Baby Boomers are still contributing to many of their kids’ larger purchases (including houses, cars, education and investment, not to mention the senior facilities for their aging parents). In many of these cases, marketers may need to present two different messages for the two generations involved.
The distinctions here are important. The Millenniums want purpose and collaboration, while their Baby Boomer parents want to one-up the Jones’ and need hard data to validate their victories. Marketers need to include both when crafting collateral for split-decision products or services. Once again, it’s a function of aligning incentives.
Worldwide, it’s a different story. Western nations are getting older while emerging economies are exploding with baby booms of their own. And the proliferation of mobile smartphones is bringing the internet to billions of new users who are only beginning to make their voices heard. By 2020 (just six and a half years from now), there will be over five billion people online, 50% of them accessing the internet on mobile phones.
This explosion of users will bring unparalleled creativity, turbulence and commerce to the online arena. It’ll be fun, it could be hugely profitable but it will NOT be a smooth ride. Many of these people come from very different cultures and value very different things than we do here in America. Marketers need to craft their messages knowing that an increasing percentage of online users may react harshly to their value propositions or communication strategies.
If your business model is a winner, people in New Zealand will find you. People in Russia will find you. People in Pakistan will find you. So … find something to sell them! In other words, make sure your solution could appeal to them too. Today’s internet can put your value proposition on global stage in minutes, and marketers need to think that through before they launch. These days, offending the wrong people can have disastrous effects.
Data, Marketing and Scalability
The next 20 years will among the most disruptive in human history. By the end, China, India, the Gulf States and Brazil will hold a lot more power than they do today, and Europe, Japan and America will finally be reinventing themselves after two decades of austerity programs and entitlement reform. But that’s not where the disruption will come from. It will come from one word: scalability.
Business solutions have never been as scalable as they are today. That means successful business models will explode in size within days or weeks while failing ones disappear without a trace. We’re seeing the beginning of this today but it will only accelerate with time. Winners will win big (like, really big) while the losers will hardly have time to clean out their desks!
And what will determine these winners and losers? Two things: data and marketing. By understanding the global megatrends and working closely with data engineers, savvy marketers will design scalable solutions that accumulate profits unimaginable today. It’s an exciting opportunity. So if you want to change the world, it’s a great time to be in marketing!
The ranks for the wealthy have doubled since the year 2000. Some economies are struggling but the opportunity for individual profit has never been higher. Are you leveraging the trends?
Author and international keynote speaker, Patrick Schwerdtfeger, periodically hosts an exclusive 2-day “Global Perspective” networking event for Dubai’s business elite. The event has just two (2) objectives.
Facilitate exclusive networking for Dubai’s business elite.
Provide global trend analysis and strategic business insights.
Registration is 40,000 AED and there are no discounts. The reason is simple: every attendee needs to know that everyone has invested the same amount of money to participate. The first objective above is the most important and the registration fee guarantees an exclusive group. The event is limited to 10 attendees and everyone will be required to sign a non-disclosure agreement (NDA) before entering the room.
During the 2-day event, you will enjoy the best of everything. It will be held at the Ritz-Carlton International Financial Centre with the best meal options available and valet parking. The first day includes breakfast, lunch and dinner, and the registration fee includes one night accommodation that evening. The second day includes breakfast and lunch. Both days include morning and afternoon coffee breaks.
Day #1 offers a full-day workshop delivered by Patrick Schwerdtfeger. Topics include the powerful global “megatrends” that are reshaping our world, the business opportunities emerging as a result and case histories of other businesses leveraging these trends for profit. You are guaranteed to gain a unique and strategic “global perspective” which will help you realign and grow your own business. Each attendee will receive a written summary of the topics covered.
Day #2 is formatted as a mastermind session. After socializing with each other on the previous day, attendees will have an opportunity to discuss their own individual businesses for 30 minutes each, with all other attendees focused on providing innovative and efficient solutions. The day is facilitated by Patrick, who will also provide suggestions and insights to each attendee. Staff will be on hand to take detailed notes of all discussions and suggestions.
This program is not actively marketed. When we get sufficient interest to fill 10 slots, the event is scheduled and registration is opened. If you’re interested in attending, please enter your name and email address below and we’ll contact you with developments as they arise. In the meantime, please pass this page along to other business professionals who might be interested themselves.
Patrick Schwerdtfeger grew up in Vancouver, Canada, and now lives in San Francisco, California. He is a regular speaker for Bloomberg TV and delivered a TEDx Talk on “Learned Intuition” in 2012. He is a leading authority on global business trends and has spoken at hundreds of business conferences and conventions around the world.
Click the button below to watch past episodes of Patrick’s video blog.
Here are two videos Patrick has recorded for his video blog, addressing a variety of topics relevant to Dubai and the Muslim World. You can watch more of his videos by visiting his video blog.
Here are two videos Patrick recorded while in Dubai in January, 2013. He was in town to speak about “Big Data: The Future of IT” for Futurescape 2013, held at the Sheraton Jumeirah Beach Resort in the Dubai Marina.
Conference TEDx Speaker on Business Intelligence Dashboards
Patrick Schwerdtfeger is a leading authority on business trends including ‘big data’ and the social media revolution and his presentations always include a compilation of case histories and success stories. He then distills the prevailing business trends and identifies best practices for attendees. He uses this same approach when speaking about key performance indicators (KPI) and the use of business intelligence dashboards and industry benchmarking tools to evaluate performance and improve results. Patrick is the author of the award-winning book Marketing Shortcuts for the Self-Employed (2011, Wiley) and a regular speaker for Bloomberg TV. He has spoken at conferences and business conventions around the world and is a huge proponent of performance measurement and analytics data to calibrate and improve business performance. And since KPI sessions tend to be dry and technical, Patrick’s dynamic and engaging speaking style make him a perfect selection to end your conference on a high note. More details in provided below.
You can’t improve what you don’t measure. Patrick learned that quickly when he first activated Google Analytics on his website. Simply by seeing the activity on his site, he started identifying specific problems, making adjustments and improving results. Performance management and performance measurement are essential for business. Thankfully, there are more measurement tools than ever, including business intelligence monitoring dashboards and industry benchmarking tools. Patrick begins his speech with a series of case histories where the measurement of key performance indicators led to dramatic improvements in operational efficiency and profitability. He also introduced a variety of tools that executives can use to quickly gain insights about their own businesses.
The second part of Patrick’s KPI speech deals with the identification of winning Key Performance Indicators. There are endless things you can measure but some are far more insightful than others. There is no point embracing performance management in business without first identifying the best possible things to measure. As it turns out, much of this process can be automated. By importing basic financial data, many business intelligence dashboards can automatically compare financial ratios against industry benchmarks and instantly identify glaring variances. The job then becomes one of understanding those variances and identifying those that reflect operational challenges. Selecting Key Performance Indicators then becomes simple and obvious.
Reality for Small and Medium Sized Businesses (SMB)
The sad reality is that most small and medium sized businesses (SMB) are still managing much of their operations with isolated analyses and Excel spreadsheets. There is little or no industry benchmarking analysis and minimal performance management. Large Fortune 500 companies have embraced Key Performance Indicators (KPI) as an integral part of their management process and the technology now allows small and medium sized businesses to use the same tools themselves. Companies like webKPI are bringing Fortune 500 performance measurement tools to smaller entities. Patrick knows the founders of webKPI and have worked with them to customize solutions for today’s small businesses.
Need to find a dynamic speaker? There are many things to consider. Do you need a motivational speaker? Or a business keynote speaker? When is your event? How many people are you expecting? And where is the event taking place? The answers of these questions will be important in your search. But in general, here are some some tips to keep in mind when looking for a good professional speaker for your upcoming event.
Book a Speaker Tip #1: Request a video.
Video is the best tool you have to evaluate potential speakers. You will immediately see if they are effective speakers or not. You’ll also see if they’re taking their speaking careers seriously. Good video is difficult to get. First, the speaker needs to be in front of an audience before anything can be recorded. Second, impressive videos require impressive events (raised stage, dimmed audience lighting, nice room, big audience). Third, a good video has at least two camera angles, ideally three. That requires a full video crew. And finally, all of this costs money!
There are hundreds of thousands of people who claim to be “speakers” but 99% of them only speak for free at local networking events. If they have video at all, it will be obvious that they aren’t serious about their careers. By requesting a video, you immediately weed out the newbies. It’s also the fastest way to see if they’re content and speaking style are consistent with your event objectives.
Book a Speaker Tip #2: Request references.
It’s important to see where the speaker has spoken and to whom. In most cases, speakers will include a list of past clients or a list of speaking destinations (see the map below) on their websites. But if not, request one. Ideally, request a list of references as well. The people you call have very little allegiance to the speaker and will probably give you honest feedback on the speaker’s contribution to their own events.
Many speakers have huge egos. Ask about that when you call their references. Planning events is difficult enough as it is. The last thing you need is a ‘prima donna’ speaker that asks for silly and unrealistic accommodations when you’re busy with other things. Besides, generous and thoughtful speakers can add a lot to an event’s success. By attending dinners, signing books and answering questions, they can make attendees feel acknowledged and appreciated.
Book a Speaker Tip #3: Check social media.
Social media like Facebook, LinkedIn, YouTube and Twitter provide an immediate look at a person’s influence. Are they well connected? Do they have a lot of followers? Are they active on YouTube? How many views have their videos had? While these metrics are far from perfect, they remain valuable when you consider the time it takes to check them. You can check a speaker’s social media presence in less than 2 minutes. So when you compile the list of prospective speakers for your selection committee, include their social media statistics.
Book a Speaker Tip #4: Keynote or Platform?
There is an important distinction in the speaking business. About 90% of speakers are “platform” speakers. Only 10% are “keynote” speakers. Platform speakers are always trying to sell something. Keynote speakers do not. The destination of a platform speech is the SALE. The destination of a keynote speech is the MESSAGE. Make sure you hire a keynote speaker. Nothing can ruin an event quicker than “an offer” during your general session!
Patrick Schwerdtfeger is a leading authority on self-employment and the author of the award-winning book, Marketing Shortcuts for the Self-Employed (2011, Wiley). He is a regular speaker for Bloomberg TV and has spoken about business trends, modern entrepreneurship and the social media revolution at conferences and business events around the world.
Patrick’s past books include Webify Your Business: Internet Marketing Secrets for the Self-Employed (2009) and Make Yourself Useful: Marketing in the 21st Century (2008). He has been featured by the New York Times, LA Times, San Francisco Chronicle, CNN Money, Fortune, Bloomberg Businessweek, the Associated Press, MONEY Magazine and Forbes, among others.