Lesson 1Designing distributor agreements and evaluating potential partners: KPIs, margins, exclusivity, termination clausesThis part covers how to pick and contract distributors, define areas and KPIs, set margins and rewards, handle exclusivity, and make termination and performance parts that protect the brand and keep alignment.
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 part brings in main entry modes, from direct export to franchising, explaining setups, usual uses, and how sustainability-focused companies can mix modes across markets and growth steps.
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 part shows a proper frame for picking entry modes, weighing resource needs, control, speed, risk, and legal limits, and how to match choices with company strategy and sustainability aims.
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 part outlines how to set up a local sales office or subsidiary, covering entity pick, registration steps, tax duties, employment rules, and main compliance processes to work safe and trusted.
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 part looks into how to change promotion and communication to local cultures and rules, making sustainability stories, picking channels, and making sure advertising follows environmental and consumer rules.
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 part guides planning the first 24 months of commercial work, mixing channel types, sales cover, marketing strength, logistics capacity, and partner rewards into a real budget and performance map.
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, labeling, language, and sustainability claims complianceThis part explains how to change products for foreign markets, including technical changes, materials, certifications, labeling, language, and sustainability claims, while balancing local fit, cost, and global brand sameness.
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 part checks digital entry options, from local marketplaces to own webshops, handling platform pick, payment ways, logistics, returns, data protection, and cross-border tax and customs matters.
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 part compares key pricing ways for sustainable products, showing how to set export prices that show costs, customer value, competition strength, and positioning aims while handling currency risk 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
