SF Globalization – Product Geo-Fit: Optimizing Product Experience for the Multicultural Marketplace

This week, Talia Baruch with Yewser Interaction gave us a great presentation on How to Make Your Product Make Sense in the Global Marketplace, held at the new Twitch headquarters in San Francisco.

Talia is a great speaker, her presentation gave the audience simple, step-by-step insights for winning global growth.

One of the first things that really resonated with me was her speaking about how a successful global product strategy is local product strategy on a global scale. Plus, how quickly this type of strategy is accelerating global adoption.

As an example, it took Windows 25.8 years to attain 1 Billion Monthly Active Users. By comparison, it took WhatsApp only 6.8 years to reach the 1 Billion MAU milestone, with it’s biggest growth in India, a mobile-first market.

Windows was simply not a product that could have expanded as quickly into a mobile-first market. The numbers clearly show it’s crucial to integrate these Cultural and Regional factors into your Product Plan, and to answer “What are we optimizing for, and how do we define success” before building a holistic cross-functional rollout strategy for global growth.

I write about the business side and the numbers, and I love attending sessions like this where the presenter is clearly knowledgeable and passionate about them. Talia had some great insights into defining Market, Product, and Organizational readiness. Stressing the importance of taking a User-first perspective for users in each market rather than a US-first perspective.

Different markets lend themselves to different goals, aligning your goals to the markets that enable them is another key factor in the success of your expansion.

  • Growth. Emerging Markets expand at 2-3 times the rate of developed markets and are expected to account for over 50% of Global GDP by 2030.
  • Engagement. Countries like Mexico and Brazil have a culture that naturally engages and creates virality.
  • Monetization. English speaking US, UK, AU, CA plus a handful of other markets around the world have the highest eGDP.

Organizations also must take a mobile-first approach for many non-US markets such as those in Southeast Asia, LATAM and MENA.

Some of the other key takeaways from her presentation had decided the fates of many of the large enterprises I have worked with as well. The winners have all done the things Talia spoke about next.

  • Incorporate the Regional and Cultural context into the product strategy or business strategy.
  • Optimize for each local market through the product experience, and partnerships with other local brands and services – Strive for local relevance.
  • Deploy, measure, adjust, measure, keep optimizing for greater and greater lift.
  • Be conscious of age demographic relevance, for example the elderly population is much higher in North America and Western Europe than in countries like China and India.

“It’s not about what corporations want to sell, it is all about what the user wants to buy.”

  • Talia Baruch, Yewser Interaction

Thanks Talia, the Twitch team and our SF Globalization hosts for another great session.

See you next month!

-Ben (ben@spartansoftwareinc.com)