Lesson 1Designing distributor agreements and evaluating potential partners: KPIs, margins, exclusivity, termination clausesThis part tackles selecting and contracting distributors, defining territories and KPIs, setting margins and incentives, handling exclusivity, and crafting termination clauses that safeguard the brand and keep everyone aligned.
Screening and due diligence of partnersDefining territories and customer scopeMargin structures and incentivesService levels and performance KPIsExclusivity and non-compete termsTermination, renewal, and exit plansLesson 2Overview of entry modes: direct export, distributor, agents, e-commerce, joint venture, subsidiary, licensing, franchisingThis section introduces main entry modes from direct export to franchising, explaining setups, common uses, and how sustainability-focused firms can mix modes across markets and growth phases.
Direct and indirect exportingAgents and commission-based modelsDistributors and wholesalersE-commerce and hybrid approachesJoint ventures and subsidiariesLicensing and franchising modelsLesson 3Criteria for selecting entry mode: resource commitment, control, speed to market, risk tolerance, legal constraintsThis section offers a clear framework for choosing entry modes, balancing resource needs, control, speed, risk, and legal limits, while matching choices to company strategy and sustainability goals.
Assessing resources and capabilitiesControl versus flexibility tradeoffsSpeed to market and scalabilityRisk appetite and country riskLegal and regulatory constraintsMulti-criteria decision toolsLesson 4Setting up local sales office or subsidiary: legal registration, tax, employment, and compliance basicsThis section outlines setting up a local sales office or subsidiary, including entity types, registration steps, tax duties, employment rules, and essential compliance to operate safely and reliably.
Choosing legal form and ownershipRegistration, licenses, and permitsCorporate and indirect tax basicsEmployment contracts and benefitsCompliance, reporting, and auditsUsing local advisors and partnersLesson 5Promotion and communication adaptation: local channels, messaging that aligns with cultural norms, sustainability narratives, and regulatory advertising constraintsThis section looks at adapting promotion and communication to local cultures and rules, developing sustainability stories, selecting channels, and ensuring ads meet environmental and consumer regulations.
Mapping local media and channelsCultural norms and message framingDesigning credible green narrativesRegulation of eco-advertising claimsWorking with local agenciesMeasuring campaign impact abroadLesson 6Channel mix planning and budgeting for first 24 months (sales, marketing, logistics, partner incentives)This section guides planning the first 24 months of business activity, blending channel mixes, sales reach, marketing efforts, logistics capacity, and partner incentives into a practical budget and roadmap.
Defining channel roles and prioritiesSales coverage and headcount plansMarketing spend by channel and phaseLogistics and service cost planningPartner incentives and co-op fundsMilestones, KPIs, and reforecastingLesson 7Product adaptation for international markets: materials, certifications, labelling, language, and sustainability claims complianceThis section explains adapting products for foreign markets, covering technical tweaks, materials, certifications, labelling, language, and sustainability claims, while balancing local needs, costs, and global brand standards.
Assessing local customer needsAdapting materials and componentsMandatory standards and certificationsLabeling, language, and symbolsSubstantiating green claimsCost–benefit of product variantsLesson 8E-commerce and digital market entry: local platforms, payment systems, logistics, returns, and taxesThis section reviews digital entry paths, from local marketplaces to your own webshops, tackling platform choices, payments, logistics, returns, data protection, and cross-border tax and customs issues.
Choosing platforms and web channelsLocal payment methods and fraudCross-border logistics and deliveryReturns handling and customer serviceDigital marketing and localizationData privacy, VAT, and dutiesLesson 9Pricing strategy frameworks: cost-plus, value-based, market penetration, and premium positioning for eco-productsThis section compares main pricing methods for sustainable products, guiding how to set export prices that cover costs, customer value, competition, and positioning, while handling currency risks and channel margins.
Cost-plus export pricing mechanicsValue-based pricing for eco-benefitsMarket penetration pricing for entryPremium positioning and brand equityManaging channel margins and markupsCurrency, inflation, and price reviews
