Lesson 1Designing distributor agreements and evaluating potential partners: KPIs, margins, exclusivity, termination clausesThis section covers how to select and contract distributors, define territories and KPIs, set margins and incentives, manage exclusivity, and design termination and performance clauses that protect the brand and ensure 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 section introduces major entry modes, from direct export to franchising, explaining structures, typical use cases, and how sustainability-focused firms can combine modes across markets and growth stages.
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 presents a structured framework for selecting entry modes, weighing resource needs, control, speed, risk, and legal limits, and showing how to align choices with corporate 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 how to establish a local sales office or subsidiary, covering entity choice, registration steps, tax obligations, employment rules, and core compliance processes needed to operate safely and credibly.
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 explores how to adapt promotion and communication to local cultures and rules, crafting sustainability narratives, choosing channels, and ensuring advertising complies with 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 commercial activity, integrating channel mix, sales coverage, marketing intensity, logistics capacity, and partner incentives into a realistic budget and performance 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, labeling, language, and sustainability claims complianceThis section explains how to adapt products for foreign markets, including technical changes, materials, certifications, labelling, language, and sustainability claims, while balancing local fit, cost, and global brand consistency.
Assessing local customer needsAdapting materials and componentsMandatory standards and certificationsLabelling, language, and symbolsSubstantiating green claimsCost–benefit of product variantsLesson 8E-commerce and digital market entry: local platforms, payment systems, logistics, returns, and taxesThis section examines digital entry options, from local marketplaces to own webshops, addressing platform selection, payment methods, logistics, returns, data protection, and cross-border tax and customs implications.
Choosing platforms and web channelsLocal payment methods and fraudCross-border logistics and deliveryReturns handling and customer serviceDigital marketing and localisationData privacy, VAT, and dutiesLesson 9Pricing strategy frameworks: cost-plus, value-based, market penetration, and premium positioning for eco-productsThis section compares key pricing approaches for sustainable products, showing how to set export prices that reflect costs, customer value, competitive intensity, and positioning goals while managing 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
