We had a great conversation 2 days ago @ ESCP Europe with some students, who wanted to know if it was more relevant to implement their start-ups in France, or more generally in Europe, or to directly move to the US.
Some constraints are obvious in Europe, and the main difficulty is…leveraging critical mass:
- you have more than 20 languages in the European Union stricto sensu
– it means that if there’s one EU citizenship, you have hundreds of local cultures you need to handle as an entrepreneur
– you not only need to translate your solution but also understand the local expectations
– people can’t easily share ideas and games through conversations, as they don’t speak all English, for instance
- there’s already a wide diversity of start-ups: how to be original?
- there are legal constraints, thus
But hey, socializers, come on! 3 arguments to answer:
- if it was all about getting enough people to be reached, just go in advertising, not marketing: many products are good for very few people: the critical mass to achieve can be a very low number, depending on your business
- think “business”, not “social”: what do you want to sell, and to whom?
- the local differences are also business opportunities: not many people know how to manage different groups of people, even in plain English: it’s time to grow it
Remember: Social Media is a practice; what are your core competences? who are the public you want to reach? What’s the value proposition?
Once you’ve solved that, you don’t care where you are: there are still people talking to other people. Be pervasive; and creative