110303_BI_hannoverimpuls Flat World Forum CeBIT 2011

Türk-Alman Business Center | March 2011 | Seite 1

• Endfolie Variante 1

The

Türk-Alman Business Center –

Bridging Business Relations between Turkey and Germany

Dr. Hartmut Selle

Project Director International Affairs, hannoverimpuls

March 3, 2011


• The Instruments of hannoverimpuls

Strengthen the Strengths, Minimize the Weaknesses

The City and Region of Hannover are giving priority support to six key industriesusing the instruments of

• Mobilising and supporting start-ups

• Attracting and establishing companies

• Initiating corporate growth

Pushing the change of the regional

industrial sectors, creating qualified

jobs and corporate/economical Value


•

Some Thoughts about Turkish-German (Cultural)Relations


•


• Business Relations between Turkey and Germany


• Developing Economic Relations

Possibilities of An Economic Development Agency

Global / Transnational Level

Federal State Level

Municipal level

Industry Level: business needs of SME

National level


•

German International Business Culture

Source: Bitkom IT Summit, 2007

We would employ foreign IT Specialists, if

admistration efforts are not that high

Without immigration, our projects will leave

Germany

employment of foreign IT Specialist is necessary to

support international projects and cooperations

matches completely Does rather not matchRahter matches Does not match at all

Market Entry in Germany


•

Success Factors for International Expansion

• Market Knowledge – Prozess knowledge, communication expertise, Business Development Approach

• Market entry – vertical Know-How, customers, partners, sales channels

• Localized Marketing – Public Relations, PR work, collateral, localized information / translation, homepage, pricing etc.

• Internationalization – Strategy, lokalized knowledge, synergies in affinity of markets or market participants

• Market values – Behaviour in business, Mentality, Culture

First Steps in Germany


• Doing Business With Germans

The German …

… a difficult Partner or Customer?!


• Understanding German (Business) Culture

• A federal society with a number of equal powers, arguing and discussing

• Value individual opinions (allowing everbody to communicate his opinion?)

• Speak out directly what we think (probably rude?)

• Therefore have „rude“ and complex language (which still allows great literature?)

• Like to discuss issues until all opinions had been heard (long decision processes?)

• Going for the perfect solution (probably too bureaucratic?)

The Land of the „Dichter und Denker“ (Poets and Thinkers)



• … will ask detailed questions

• … will expect as much information as possible

• ... will allow „normal“ employees to say their opinion

• … will go for the perfect solution (and not for the most emotional one)

• … will expect your product fitting into his concept

• … may be hardly understandable in this decision making

Conclusions of a Turkish Company: German customers …



• … create a network of trust!

• and use this trust to bring in solutions and support for

the development of German-Turkish business

One Mission for taBC, NGlobal, hannoverimpuls and other partners …


• Support by Partner hannoverimpuls

Administration

•Visa

•Office- and Labspace

•Legal and Tax consultancy

•Access to govermental Organis.

•Recruiting

Market/Marketing

• Strategic Marketing Consulting

• Marketing & Sales Outsourcing

• Product Design

Financial

• Hannoverimpuls Funds

• European Regional Fund

• Financing by 3rd parties

Technology

• Technology Networks

• Partnering with local R&D


• Products to Support Business Expansion

• ProMAP – Product Market Analysis and Placement: Strategic Marketing, Workshop

• GeMS – German Marketing&Sales Solutions: M&S Outsourcing

• Plug&Work: Office-, Lab-, Production-Space, for free, for one year

Products to Support Business Expansion


• Support after setting up a Business in Hannover

Offi

ce in

Han

nove

r

Gro

wth

> S

ME

Innovation+Funding of

consulting service

Marketing/Design

Consulting

Seed Financing Credit / Loan

Guarantees

Financing in

Start-up Phase

Promotion of

Investments

Framework Program 7


• Business Relations between Turkey and Germany


•


• Produkt

Ansiedlung

ProMAPProduct, Market Analysis and Placement(Strategic Marketing to Prepare Business Expansion)

• Entwicklung einer umfassenden und sorgfältigen Unternehmensstrategie mit individuell ausgesuchten Spezialisten und Entscheidern aus dem Unternehmen

• Konzentration auf die Bedürfnisse der Unternehmen

• hannoverimpuls übernimmt 50 % der Gesamtkosten von ProMAP, wenn Hannover Ausgangspunkt oder Ziel der Expansion ist.


• ProMAP

ProMAP - Strategic Marketing to Prepare Business Expansion

● Product Market Analysis and Placement

● “Workshop”

● 3 Modules

● 1. Module: Market Analysis

● 2. Module: Product Analysis

● 3. Module: Workshop – defining a strategy for marketing based on mod 1 + 2


• GeMS

GeMS – German Marketing&Sales Solutions● Marketing & Sales outsourcing● In cooperation with Inline Sales GmbH● Services

● Market Studies● Key Account Management● Road Shows● Sales with own Sales Force● Telephone Marketing

● Fee-for-Service● Special Conditions for Customers of hannoverimpuls


•

• Rent-free work and office space for one year

• Intensive networking

• Comprehensive starter package including

• Strategic coaching

• IT support and free software

• Hannover Welcome Package

• and many added extras

• Competition with jury decision every 3 months

hannoverimpuls

Plug & Work –the start-up and expansion initiative

110303_BI_hannoverimpuls Flat World Forum CeBIT 2011

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