Lesson 1Designing distributor agreements and evaluating potential partners: KPIs, margins, exclusivity, termination clausesThis part covers selecting and contracting distributors, outlining territories and KPIs, fixing margins and rewards, handling exclusivity, and crafting termination and performance terms 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 part introduces main entry modes, from direct export to franchising, explaining setups, common uses, and how sustainability-oriented firms can mix modes across markets and growth phases for optimal expansion.
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 offers a structured way to choose entry modes, balancing resource demands, control, speed, risk, and legal barriers, and linking selections to company strategy and sustainability targets for smart decisions.
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 establishing a local sales office or subsidiary, including entity types, registration steps, tax duties, employment rules, and essential compliance steps to run safely and gain trust abroad.
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 at adapting promotion and communication to local cultures and regulations, building sustainability stories, selecting channels, and making sure ads follow environmental and consumer rules for effective outreach.
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 business activities, blending channel mixes, sales reach, marketing efforts, logistics setup, and partner rewards into a practical budget and performance guide.
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 tweaking products for foreign markets, covering technical updates, materials, certifications, labels, languages, and sustainability claims, while matching 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 part reviews digital entry choices, from local marketplaces to your own sites, tackling platform picks, payment ways, logistics, returns, data safety, and cross-border tax and customs matters for smooth operations.
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 main pricing methods for sustainable products, teaching how to set export prices that cover costs, customer value, competition levels, and positioning aims, while handling currency risks and channel profits.
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
