Going Global
Female Entrepreneurs
Taking on the Globe By Kelly Dolan
T
his month, I spoke to members of Dell Women’s Entrepreneur Network (DWEN), a community
of female business owners across the globe that gather together to network, share knowledge and learn how to increase capital. Three women from this network share what being a part of the DWEN network has taught them about taking their businesses global.
“When I made the decision to make my business global, I just jumped straight in” says Celia Gates, Founder of Global
Brainstorm. “This wasn’t
necessarily the most sensible or cost effective route to go down, but at the time I didn’t really know what my other options were.
“I boarded a plane and flew to China after spending a fortnight scouring the internet, contacting the embassies, sifting through my social networks and leveraging any contacts I already had, including my best friend’s father who put me in touch with his brother’s agency. Eventually, having shortlisted five suitable factories and three possible agents I went to meet the people to see the services they offered for myself.
“I’d suggest taking the time to
understand a different culture and the communication ethics of the community – amend your ways when abroad rather than expecting them to adhere to yours.”
Helen Ridgway, Co-Founder of AxiCom, agrees with Celia that getting to grips with a new international
50 entrepreneurcountry Images from Left to Right: Celia Gates, Helen Ridgway and Ingrid Vanderveldt
market before taking your business there is paramount. “Visit the country and meet with people in a similar or related business.
If you don’t have
existing relationships to draw upon then ask partners or associates for introductions and recommendations. This is particularly important when recruiting staff, because a personal recommendation is worth far more than a CV from a recruitment consultant.
“Also, make sure you have a robust recruitment policy, be clear about the skills and experience you need and above all take responsibility for local hires. If at all possible try working on a project basis first to see if the chemistry is right.
“It is also important to be aware of cultural differences, not just to avoid offending anyone but to show that you are taking the market seriously and understand how the local market operates. You’re likely to need support from local businesses as well as lawyers, accountants and banks, and they can also be a good source of advice and information.
“Building your company with
established values that will translate across different markets can set you apart from the competition, not only in finding staff, but also in how your business is perceived.”
To join the DWEN network and its community
of female business
leaders around the world, visit their Twitter page or LinkedIn group.
Lastly, I speak to Ingrid Vanderveldt, Dell’s Entrepreneur in Residence and Founder of multiple companies such as Green Girl Energy Inc. Ingrid believes that understanding the ‘win- win’ between both foreign parties is the best place to start when considering global expansion. “People in different countries want to know you are coming in not only to create a win for yourself, but to contribute something back to their communities” says Ingrid. “This could be creating jobs or even buying from local vendors – it’s a two way street!
“Also, really get to know the social side of the country’s culture. For some places, such as China, it is appropriate to bring a gift to your host and it is considered rude if you don’t.
“Having local connections is also critical and you can gain
those
through networks like Dell Women’s Entrepreneur Network (DWEN), which brings together top women from all around the world. Whenever I go into a city anywhere, I am likely to have a DWEN connection that can help me navigate my way.”
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