Section IV Small Business Marketing Strategies
Raise quality levels.
Become more customer oriented.
Becoming a global entrepreneur does require a modification in the mindset of thefirm.
Success in the global economy also requires:
staying nimble enough to use speed as a competitive weapon
maintaining a high level of quality and constantly improving it
being sensitive to foreign customers’ unique requirements
adopting a more respectful attitude toward foreign habits and customs
hiring motivated, multilingual employees
retaining a desire to learn constantly about global markets
The entrepreneur needs to prepare by asking and answering the followingquestions:
Is there a profitable market in which our firm has the potential to be successfulfor an extended period of time?
Does our firm have the specific resources, skills and commitment to succeedin this venture?
Are there pressures domestically that are forcing the firm to seek globalopportunities?
Do we know the culture, history, economics, value system, etc., of thecountry(s) which we are considering?
Is there a viable “exit strategy” if the conditions change or the new venture isnot successful?IN THE FOOTSTEPS OF AN ENTREPRENEUR Blasting Their Way into International MarketsSUMMARYEngineered Demolition, a family business with 20 employees that operates in a unique nichemarket that spans the globe: explosive demolition. The Minneapolis-based company is one of just a handful of businesses worldwide that uses implosion to destroy old buildings inmetropolitan areas to make way for new ones. Chong and Kelly spend a great deal of timeeducating clients about the implosion process, dispelling the misconceived images people haveof debris shooting out for hundreds of yards from the work site. After studying the blueprints of the target building, Engineered Demolition workers plan the blast, emphasizing four keyelements: the direction of the fall, how straight the fall is, the material structure of the building,and the proximity and location of adjoining buildings.As one might imagine, implosion is a highly specialized field that requires extensive training.Both Kelly and Chong hold blaster's licenses valid in the United States and internationally.Engineered Demolition currently averages about 75 jobs a year, but business is doubling aboutevery four years. Chong says that the number of jobs from international customers is increasingrapidly. Currently, about one-third of the company's contracts come from international clients.Although used for years in the United States and Canada, demolition by implosion has caught on