2. Going Global without Going Broke:An Evolutionary Approach to a Global Web PresenceJen ModarelliWhite Horse Principal and B2B Strategistjenmod@whitehorse.com

3. If you listened only to industry press, you’d think there was only one way to take your Web presence global, and it’s the expensive way.

5. For most companies in this economic climate, the road to integrating their global brand online is only getting longer.

6. We all must do more with less.

7. But when it comes to globalization, one size does not fit all.

8. Too often, companies attempt to over-globalize, creating standards that don’t work for their organization.

9. However, there is a fiscally responsible way organizations can evolve their global presence.

11. If you do, is it the same product, a subset, or an entirely customized product or solution?

12. Do you have satellite offices serving customer basis in multiple countries?

13. If you do have satellite offices, are they staffed from headquarters or are they managed and staffed at the local level?

14. Do you develop and design products in various countries?

15. If you do, do those design teams integrate across countries or are projects generally assigned to a single location?

16. Do you provide global customer service for products sold into other countries?

18. How are your web budgets allocated?

19. These criteria put you on an evolutionary path. Finding your evolutionary stage is the key to success. 4. Integrated infrastructure 3. Translated microsites 2. Template support 1. Interface integration

20. Interface integration: looking global without supporting global by integrating locations and contact info.

21. Interface integration: looking global without supporting global by integrating locations and contact info.

22. 2. Template support: supplying design templates to international site owners to broadly define a look & feel.

23. 2. Template support: supplying design templates to international site owners to broadly define a look & feel.

24. 3. Translated microsites: partial translation of content that remains centrally controlled.

25. 3. Translated microsites: partial translation of content that remains centrally controlled.

26. 4. Integrated infrastructure: centralized workflow and content management support integrated messages.

27. 4. Integrated infrastructure: centralized workflow and content management support integrated messages.

28. Now you’re ready for global planning. Get executive-level support Align global stakeholders and influencers Develop a clear roadmap

29. Thank you! Jen Modarelli jenmod@whitehorse.com Helpful links: http://www.forrester.com/Research/Document/Excerpt/0,7211,38872,00.html http://bytelevel.com/reportcard2008/ http://www.cisco.com/en/US/netsol/ns871/index.html