Anagram Events

International Expansion & Market Entry

Whether you are an established multinational operator or someone who has developed a successful show that's outgrowing its particular niche in your home territory, international expansion is an enticing prospect to grow your business

Cloning your event brands overseas not only helps boost overall revenues, it enhances the credibility of the "mother" brand event and helps stimulate inbound sales for your existing business.

• But has your event got what it takes to be cloned successfully - and where best to start looking? 
• Should you manage an overseas launch yourself, partner with a local operator, or maybe set up a license deal? 
• How do you identify, select and recruit the right local partner - or staff?
• Which aspects of the business should you retain control over, and which should you leave to someone with "local market" knowledge and experience?
• How much of your management time do you expect - and can you afford - to allocate to managing your overseas project?

With over 10 years experience in launching, managing and developing international event businesses in the UK, Europe, Asia, The Middle East & North America (working through joint ventures, license deals and wholly owned subsidiaries) Anagram Events can help you choose the best strategy for your business - and then help you implement it.

• Outsourced business development;
  • If you already have a specific event, brand or territory in mind who's viability you want to asses, or if you have already made the first steps but need a specific project fast-tracked to delivery and implementation, we can work on a fixed term project basis as part of your existing management team to help drive the development process through to completion. You get the benefits of an experienced senior level business development resource - exactly when and where you need it - without a full time addition to your overheads, and avoiding the risk of distracting your existing management team with overseas projects. 

• Analysis & Advice;
  • Does your event have what it takes to work in an overseas market? What obstacles might you face? How easily could you set up and run a business overseas? What demands should you be expecting from an overseas partner? Could you easily and clearly articulate the USPs of your event - in a way which makes sense to someone used to the norms and practices of an overseas market? We can help you develop realistic financial expectations, re-package your existing events for overseas markets and give you an insight into the differences - and similarities - of specific territories,

• Partner identification & recruitment,
  • If you do go down the partner route to clone your shows overseas, who do you pick? What's the best way to approach them? What should you be looking for in a partner? What can you ask for - and what should you be prepared to concede? We will work with you to assess all the options, help you identify the strengths and weaknesses of each possible partner, and then make contact with them on your behalf - either openly, or without disclosing the detail of your business and your intentions - to make sure you are starting the relationship in the best possible way. 

• Partner & Licensee management;
  • Managing partners and licensees involves walking a fine line. Demand too much and you risk losing the benefit of all that "local knowledge" you selected them for in the first place. Have too little involvement and they may end up running something which becomes "their" event, not a clone of yours. Our extensive experience of successful partner management can help you walk this line successfully. We can manage partners directly, or support you in building relationships at all levels of the partner organisation from the boardroom to the sales desk. Using this approach your partners & licensees will value your contribution to your venture, building value for them and you through collaboration.