The 7-step COURAGE model
The COURAGE model is basically 35 years of international business experience condensed into a 7-step framework. Having helped almost 200 companies to succeed in their export ventures, I have seen both the outliers and the mistakes that are common across industries, company size, and countries.
The COURAGE model will guide you through the most important steps in preparing for your export venture and help you safely navigate around the most common pitfalls:
C – Customer Insight
You probably think you know the market preferences and behavior and underestimate the effort and knowledge it takes to have customer success.
O – Obsessed with local markets
Neither the US nor the EU is ONE market. Nor do you need them to be. Identify your best entrance market.
U – Unfold cultural differences
Cultures are more different than you anticipate when it comes to taste, traditions, leadership style, etc. Dive deep into understanding where mindset and practices differ from your home market.
R – Right Setup
You forget to take scalability into consideration. Specify the customer journey and how to set up the value chain and team to best serve your new market and optimize long-term profitability.
A – Around the Clock
No matter how you slice it, it's a 24/7 commitment to move outside your time zone and provide sufficient market support.
G – Generate Relations
The value of building solid relationships in the market is often undervalued. Cheerleaders and ambassadors – who can help cut through the red tape.
E – Exponential Growth and Exit
Have the courage to commit to an ambitious strategy focused on scalability and long-term resilience.