Assumptions

New England Building Structures, Inc. (NEBS) is a mid-size US-based company that has been providing building structures (pole buildings, large sheds, and modular structures) to builders throughout New England.  The owner is Sam Weiss, who founded the company and is 50 years old; last years’ revenue was 235 million US$. 

He wants to expand to new markets and realizes that most other regions of the US are already receiving similar structures…but not South America!  Research indicates that NEBS would be a unique supplier, if he could adapt his current products to the new market. 

Since costs would be prohibitive for the entire line, however, he decides that he will find a strategic, partner providing similar local structures, and formulate an agreement.  Each company would adapt, hopefully in minor ways, and leverage structural products across both regions.  Once this is successful (Sam hopes) he might continue growth in the other regions back in the States – as he would have a new offering!

Goals & Market Requirements:

• How does NEBS  find reasonable candidates?
• What are “other considerations” - governance, culture, regulations, permits, litigation, government? 
• Visit & site-inspect leading companies in South America in same industry
• Develop short list:  invite them to visit NEBS
• Choose best candidate
• Mutually agree on terms and conditions
• Determine overall structure of proposed strategic partnership
• Implement business during a “test period”
• Measure results; if successful:  continue – if not: terminate

Sam knows he needs a lot of assistance with this and must use an experienced professional who has worked in other cultures to advise him - also to know when to  bring in other experts if he needs them!  He contacts TES…but asks himself  “What do they know about building structures?  South America?  What can they do?  Why should I use them?”

TES Initial Free Consultation & Recommendations

At the initial meeting with TES, which lasts quite a while, Sam’s concerns are discussed in detail.  TES, in similar fashion, needs to be convinced that this project is both achievable and has business value.   Intense discussion takes palace – with focus on objectives, experience, knowledge of other cultures, time frames, compensation, etc..  Finally, both are satisfied - TES can handle the overall objectives and knows when to ask for assistance  and both companies get business value.  

TES proposes the following project recommendations:

• Utilize a single-phased approach: NEBS/TES decide when additional assistance is required
• TES will research “other considerations”
• TES will research entities in Brazil as potential partners
• Discuss each with Sam and construct short list to visit
• TES facilitates NEBS visit to Brazil
• Develop short list upon return
• TES facilitates trip(s) of short-listed companies to NEBS in the States
• Develop criteria for choosing best partner – choose one
• Design agreement so each partner “does his own thing” – minimize complexity of cross cultural training
• Implement  partnership for one year
• Accurately measure and monitor results
• Decide if it makes sense to continue

Execution:

• “Other considerations” discussed and agreed
• Potential partner visits take place in Brazil; 3 Companies in Sao Paolo, 2 in Rio de Janeiro, 1 Company in Brasilia, government in Brasilia
• NEBS decide on short list:  TES advises
• Short list trips facilitated and accomplished
• Final partner selected
• Agreement meetings held (facilitated by TES)
• Partners sign 1-year agreement
• Training/compensation plans designed and completed
• Partnership operates for year one

OUTCOME:  Year One of the partnership meets and exceeds project goals and a longer term renewal contract is underway. 

ANALYSIS:  In this example, Tactical Event Solutions helped create, facilitate, stage, and evaluate more than 30 different "tactical events" and meetings to help both partners reach their mutually beneficial goals.

Although TES is available to help stage, outsource, or manage single events, more complex and challenging situations involving multi players and multi events are one of our specialties.  Take advantage of TES' global expertise in creating and coordinating a series of tactical events to achieve your marketing and sales goals.