Google Switzerland and Switzerland Global Enterprise launch "Market Finder

Since the "franc shock" at the latest, it has become clear to many export-oriented SMEs that it is time to put out feelers for new international markets. And the same applies to all other SMEs: Due to digitalization, it is now more necessary than ever to also consider an internationalization strategy. Because today, around 2.5 billion people worldwide are online. "In the next three years, that number will be 4 billion - half the world's population," said Elisabete Ramalho, Industry Leader-Luxury, Finance, CPG at Google Inc. at the launch event on November 7, 2018 in Zurich. This means that digital channels offer new opportunities for exports - especially for SMEs.

"Trial and Error" as a risky game

But how do you open up new markets abroad? Market analyses are usually the first step in any export strategy. SMEs often have too few resources for extensive clarifications. This can have costly consequences - trial and error is a risky game and can ultimately nip any export effort in the bud. It is therefore easier to drive an export project forward via digital channels - starting with the analysis of demand for the company's own products in potential target markets, the recording of customer potential, through to online marketing and sales via e-commerce - increasingly also via mobile devices. Thus, the use of digital channels is now essential for Swiss companies if they want to address consumers abroad and win new ones, regardless of whether they are in the B2B or B2C sector.

Market Finder: Data and know-how in cooperation

Against this background, Google and Switzerland Global Enterprise (S-GE) decided as partners to launch the "Market Finder", a tool that can access extensive data material and provides practical know-how based on it. "Our goal is to bring more SMEs closer to international value chains and to make this path easier for them with digital tools," says Daniel Küng, CEO of S-GE. Digital channels are now indispensable components of a market entry strategy in many countries, Küng adds.

Based on daily searches for products and services, Google can now draw on an impressive database and thus aggregate extensive knowledge about regional markets and consumer behavior. Beyond digital channels, however, the target market also needs a good partner network and other marketing and sales channels. Cultural and regulatory differences should also not be underestimated. A kitchen manufacturer in the high-price segment, for example, had to learn that this is not entirely trivial when, based on analyses of global real estate investments, it came to the conclusion that the Gulf region could be a lucrative sales market. However, since kitchens do not enjoy the same status there as in Europe, for example, the export efforts were ultimately not crowned with success. "Opening up new markets remains a challenge. But digital tools can make market entry much easier. They must therefore be seen as part of an overall export strategy," says Daniel Küng.

Low-threshold support for export strategies

In summary: Market Finder is able to provide SMEs with a sufficient basis for starting an export strategy with comparatively little effort - initially, it is sufficient to enter one's own company URL for initial information. The tool is also free of charge; all that is required for registration is a Gmail account. The Market Finder is divided into three categories: "Find new sales markets", "Plan operations" and "Market the company". After entering the company URL, the category of products or services offered by the company is determined. On this basis, Market Finder then selects the recommended markets. It takes into account factors such as the average number of monthly Google searches per product or service, the cost-per-click that advertisers pay for keywords, and GDP growth per year per economy. Other data is collected to give an idea of the business outlook in each country. As soon as users want to implement their export strategy in concrete terms on the basis of the data, consultants from Google and S-GE are available to provide further support.

"Get started immediately by entering the company URL".

Questions for Tobias Wittmann, Director at Google for International Growth Strategy & Sales:

SMEs should benefit from digital channels and drive internationalization. What is Google's approach to supporting SMEs in this?

We want to make it as easy as possible for SMEs to exploit international growth potential. That's good for Google and good for the SMEs - basically a win-win situation. Market Finder is a core part of the infrastructure we have created for this purpose. The journey usually begins with the question: Where do we want to export?

To put it casually: At the beginning of every SME's internationalization strategy is a Google search?

Yes. On the digital side, it's much easier to try out new markets. For one thing, we have data. This allows us to make data-based decisions that are not possible offline and involve much more trial and error. Second, it's easier to test in a digital way. So I can start in a market with a small test budget.

What are your digital tips and no-go's for "digital internationalization"?

There are essentially three steps involved. First, I need to identify the opportunities: Where is the journey going? Where do I want to grow as a company? I need to understand the customers and get smart about them first: How do I need to approach them? What is the competitive situation? That can all be done in a data-driven way. Second, I need to be as smart as possible about implementation. Here, I can use Market Finder to find out what assistance is available and what support Google, for example, can provide in cooperation with Switzerland Global Enterprise. In this way, I can avoid using an unnecessary amount of resources. Thirdly, there is the digital advertising strategy, and here we at Google can draw on a wealth of resources. That is our core business. In summary, I look at what data and information I can use from Google to make a real strategic decision instead of trial and error. Operationally, it's about whether I need to translate my website - for some markets that makes more sense than for others. If I have an English-language website, I can get started very quickly for some products. But I still need to know which payment channels I need and what the customer care should look like. Google offers a lot of help for such questions with the Market Finder.

How does the partnership between Google and S-GE work?

S-GE is a partner that takes a holistic approach. They work with similar organizations around the world and take companies by the hand to discuss issues such as customs or taxes with them. They bring in the right partners to do that. At Google, we strongly support S-GE from the data side, meaning we provide the data.

The Market Finder is explicitly targeted at Swiss SMEs?

The version we are going live with today is designed for Swiss users. We have developed Market Finder as a global platform and are active in other markets with it. We recently launched it in Italy as well.

How easy and intuitive is the Market Finder to use? For SMEs, a lot of things have to be as unbureaucratic as possible.

The operation is really very simple. In principle, I can get started as soon as I have entered my URL. The platform reads out which business areas I'm in and makes suggestions on how the query can be readjusted. The analysis is then based on this. For example, it determines in which countries the product is searched for the most, and also takes into account the competitive situation. Once a company has decided on a market, we can then also provide support from the operational side. For example, the platform contains explanations on how to deal with payment or customer care in this target market.

The link to the platform: g.co/marketfinder