Europe Is Not One Market (Examples)

Europe is not one market; it's many local markets.

Below an example recipe for launching 🇩🇪 (did it 2x):

Germany is the 4th biggest economy in the world.

Lots of world-leading brands are based here.

To land them, consider these 5 things:

1. Website/Materials: Localization ≠ Translation

↳ Adapt to local customs and business etiquette (below)

↳ Translation changes text from one language to another

↳ Localization speaks to subconscious, adapts to cultures

2. Certificates and Social Proof

↳ Authentic endorsements and certificates are key

↳ Real data, back-ups, and facts; proof in tangible form

↳ Germans love Hollywood tales, but not when doing business

3. Data Security

↳ Strong focus on privacy and data protection

↳ Two World Wars, hyperinflation, two dictatorships

↳ Comply with regulations, show commitment proactively

4. Branding

↳ Avoid loud, flashy tactics to grab attention

↳ Germans prefer understatement and substance

↳ Instead, focus on product/service quality + efficiency

5. Decision Making

↳ Deeply influenced by thoroughness and accuracy

↳ Have patience: Germans make consensus decisions

↳ Expect a slower decision process: scrutiny and evaluation

Bonus:

↳ If you’re a German company, say it

↳ Being based in SF looks cool for investors

↳ But it may hurt your perception of all the above

Much of the above logic applies to other markets.

P.S. That’s my old CRO Wolfgang ("Wolf") and I before a big meeting in 2019.