To successfully penetrate the U.S. market and enjoy long term sustainable growth, you need four “key elements”:

• A unique product with well protected intellectual property, or a well priced product that meets a clearly identified market need
• The financial resources to support the initial product marketing efforts
• The most effective distribution channel for your unique situation
• The on-going agreement, support and encouragement of your shareholders

However, even with these four “key elements” many companies are unsuccessful in their attempts to penetrate the U.S. market. This lack of success is usually a result of not knowing how to do business in the USA on a long term, sustainable basis. Although the market potential is much higher, so is the competition, marketing costs, regulatory restrictions and, most importantly, cultural differences between the two countries. Contrary to what most people believe, Australia and the USA do not speak the same language.

Building a strong U.S. market presence requires developing a long term business relationship that is managed and nurtured regularly especially in today’s highly competitive market place.

It is because of these reasons you need to thoroughly consider all aspects of your business and develop a Strategic Business Plan that incorporates the company’s Vision, Strategies, Tactics and Objectives before approaching off shore markets.

From this document a focused Marketing Program will unfold that identifies quantifiable goals and targets for Product, Price, Promotion and Profit.

Decisions taken at this point in the Commercialization Process determine a company‘s future success.