"Globalization" planning, "localization" test

01

If you are familiar with the phrase "global planning, localization test", it is because it is inspired by the slogan of "globalization planning, localization execution". Essence

"Globalization Planning, Localization Test" means that you have the globalization plan of your product, but before you put it in any time to develop and implement these ambitious international plans, you should find a smaller and more easy to reach A subset of the target market, first verify whether your creativity is feasible.

You can choose your town, community, workplace or school as the initial market. The closer this market is, the easier it is to get in touch with you. The following is the time of enjoying the daydream. You can imagine that your own unique Basa Restaurant Creative will become the next Pesa Kitchen in California, and has hundreds of branches in many countries around the world.

But unless you have succeeded somewhere, don't waste time to make the global market expansion plan.

Both globalization and localization have the meaning of geographical location, but the principle of "localization test" is not only suitable for physical distance or geographical areas. It is suitable for any market with multiple conceptual groups or industry standards, and each requires additional investment to reach and occupy.

For example, in the smartphone market, where the user lives, it is not as important as the mobile phone platform they use. The relatively mainstream platforms include Apple's iOS and Google's Android.

Many mobile application developers have invested 2 to 3 times the start -up funds and waste for several months of projects and marketing time. At the same time, they developed and released new applications on multiple mobile platforms. Not interested in their applications. So you should choose a more technical or conceptual platform, verify your creativity on it, and then set off to conquer users of other platforms.

Suppose you are a mobile application developer who is most familiar and experienced in Google Android operating system, then it is your localized "community". For you, even Android users thousands of miles away are easier to contact than iOS users next door.

Therefore, first produce new applications in the Android market and test. If the pre -test shows that your application may successfully win these users, then you can start considering the development of other platforms.

02

But what if you can't find a creative localized market? For example, you live in Montana in northwestern United States, and your creativity is a solar surfboard. Then, I suggest you either move to southern or Hawaii in southern California, or find a creative way to meet this gap again. Essence

"Localization Test" is one of my favorite strategies, because this is the best way to quickly get out of the market and contact the market. Applying this tactic, we can retract the puppet and advance forward. We not just shrink the hypothesis to a small test market, but to shrink into a small localized test market.

You can and should also measure how much you follow the tactics of "global planning, localization test" to calculate your data distance (DTD).

If you plan to collect data at the real world such as shops, street or club meetings, then you can choose a favorite distance unit for measurement DTD, such as rice and kilometers, and then try to shorten the distance.

As much as possible to verify the localization of the initial market, this can save valuable time and money, so that you can run more tests or test more creativity.

03

If your product creativity needs to be marketing, purchased and used online, what should I do? You can replace the physical distance unit with a virtual distance, such as email, online articles or web pages. It's just not calculating the number of physical steps, but to calculate the number of numbers.

This is easier than you think. Next, we will use another case to explain the reason.

For example, there is a sound of sound adjustment equipment, which can make music with poor recording effect more abundant and less harsh. We set the target market frame as a high -fidelity audio -visual enthusiast -those who spend a lot of money to buy audio equipment to pursue high -quality sound effects.

Nowadays, most enthusiasts buy products online because physical audio shops have become very rare as bookstores. Therefore, I plan to market and sell my audio equipment online and design the pre -type and test accordingly.

If we want to apply the "Localization Test" tactics, what does localization mean on the Internet? Here, the virtual district we think is the Internet audio forum where you visit and actively participate in posting product reviews.

If you are one of the first members of the forum and have a good relationship with the founders of the forum, as long as you talk to him, he will allow you to post to introduce your equipment, so you can see if there are forum members of the forum members I am interested in buying it. In this way, the number of your DTD numbers is the following three steps:

Step 1: Send an email to the forum administrator.

Step 2: Post the post to introduce your own products.

Step 3: Create a simple website with only login pages to collect some vital interests of potential customers, such as emails and deposits.Because you are already a member of the forum and have a good relationship with the founder of the forum, you can choose this "online block" to do a very fast type and run.

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