Internationalisation Needs Assessment
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NEEDS ASSESSMENT OF INTERNATIONALISATION

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RESUMEN:

La internacionalización es un paso audaz para cualquier empresa, pero ¿cómo asegurarse de que tu negocio está realmente preparado para este desafío? Realizar un «Needs Assessment de Internacionalización» es la clave para descubrirlo. Este proceso te permite identificar de manera precisa qué necesitas para tener éxito en los mercados internacionales, alineando tus recursos y capacidades con las demandas de una expansión global

¿Cómo Realizar un Needs Assessment Efectivo?

  • Preparación 

  • Análisis Interno 

  • Análisis Externo 

  • Evaluación de Gap

  • Implementación y Seguimiento

La inteligencia artificial (IA) puede revolucionar tu enfoque hacia la internacionalización, desde la investigación de mercado hasta el seguimiento y ajuste de tu estrategia. Utiliza la IA para análisis de sentimientos, automatización de informes, identificación de brechas y desafíos, planificación, implementación, y mucho más. Sin embargo, recuerda que la IA sirve como complemento al juicio humano, no como un sustituto.

Aquí te presento un esquema básico sobre cómo llevar a cabo un Needs Assessment para la internacionalización:

PREPARATION PHASE

Definition of Objectives:

What does internationalisation hope to achieve? It could be increasing sales, diversifying the portfolio, tapping into global talent, etc.

Team selection:

identify the key people who will be involved in this process. Make sure you have a mix of profiles: strategic, operational, financial, etc.

INTERNAL ANALYSIS

Resource Assessment:

 analyse whether you have the necessary resources to internationalise. This includes capital, skilled labour, production capacity, technology, etc.

Capacities and Skills:

Does your team have the necessary skills and abilities? Do you need to hire or train your current staff?

Technology:

Evalúa si necesitas tecnologías adicionales o actualizar las existentes para abordar mercados internacionales.

EXTERNAL ANALYSIS

Market selection:

market research to determine which countries or regions are most suitable for your product or service.

Trade Barriers and Regulations:

Identifica las barreras comerciales, aranceles, y regulaciones que puedan afectar tu expansión.

Competitor Analysis:

study your competitors in your target markets.

GAP ASSESSMENT

Gap Identification:

uses the information gathered to identify gaps between your current capacities and needs for internationalisation.

Mitigation Strategies:

develops strategies to close these gaps, which could include acquiring new skills, forming strategic partnerships, securing funding, etc.

IMPLEMENTATION AND MONITORING

Action Plan:

Crea un plan de acción detallado que incluya metas, plazos, responsables y métricas de seguimiento.

Monitoring and Adjustment:

Una vez iniciado el proceso, es crucial hacer un seguimiento regular para evaluar el progreso y hacer ajustes según sea necesario.

Conduct a well-structured internationalisation Needs Assessment. will help you make informed decisions and minimise the risks associated with global expansion.

Artificial intelligence can be valuable at various stages of the Needs Assessment for internationalisation.

The use of artificial intelligence can be valuable at various stages of the Needs Assessment for the internationalisation of a startup seeking to accelerate its growth.

HERE ARE SOME WAYS IN WHICH YOU CAN CONTRIBUTE:

MARKET RESEARCH

Sentiment Analysis:

can analyse social media conversations and forums in different languages to determine target market sentiment towards similar products or services.

Surveys and Interviews:

The chatbot (see+) can automate data collection through online questionnaires to obtain direct feedback from potential customers in foreign markets.

INTERNAL ANALYSIS

Reporting Automation:

Puede recopilar y estructurar datos internos para evaluar la capacidad actual de la empresa, como recursos humanos, financiamiento y tecnología.

Strategy formulation:

can suggest strategies based on data analysis, although it should always be reviewed by human experts to ensure relevance and feasibility.

IDENTIFICATION OF GAPS AND CHALLENGES

Documentation Review:

can scan legal and regulatory documentation to identify potential barriers to entry into foreign markets.

Automated Benchmarking:

can compare the startup's capabilities and challenges with global competitors using pre-defined metrics.

PLANNING AND IMPLEMENTATION

Creation of Documentation:

El chatbot puede ayudar en la creación de planes de acción, hojas de ruta y otros documentos estratégicos necesarios para la implementación.

Communication Assistance:

can serve as an assistant to communicate with different departments and teams, helping to keep everyone aligned and focused.

MONITORING AND ADJUSTMENT

KPI monitoring:

Puede hacer seguimiento automático de métricas clave de rendimiento y generar informes en tiempo real.

Review and Adjustment:

Basado en datos recopilados, puede sugerir ajustes en la estrategia de internacionalización, aunque estas recomendaciones siempre deberían ser validadas por un equipo de expertos.

It is important to remember that while the artificial intelligence (ver+) can facilitate many of these processes, strategic decision-making should always involve expert human analysis. Artificial intelligence acts better as a complement to the skills of the human team, rather than as a replacement.

APPLY THIS TIP TO YOUR PROJECT

TASK

CASE STUDY: NEEDS ASSESSMENT OF INTERNATIONALISATION FOR THE STARTUP "TECHHEAL".

CONTEXT

TechHeal is a startup in the field of health technology that has developed an application for remote monitoring of chronic patients. After two successful years in the local market, the company decided to join an acceleration programme with the aim of internationalising its operations.

OBJECTIVES OF THE NEEDS ASSESSMENT: 
  • Identify target markets with the greatest potential.
  • Assess internal capacity for international expansion.
  • Identify gaps and challenges.
  • Create an action plan for internationalisation.
PHASES OF THE NEEDS ASSESSMENT
MARKET RESEARCH

ACTIONS:

  • Use of artificial intelligence to perform sentiment analysis on social networks and discussion forums in target markets.
  • Implementation of automated online surveys to assess the acceptance of the application in other countries.

RESULTS

  • Identification of three markets with high potential demand: Germany, Canada and Australia.
INTERNAL ANALYSIS

ACTIONS:

  • Artificial intelligence collects and structures internal data to assess available resources, such as number of employees, capital and technical capabilities.

RESULTS:

  • Identification of the need to hire additional developers and bilingual support staff for expansion.
IDENTIFICATION OF GAPS AND CHALLENGES

ACTIONS:

  • Artificial intelligence scans legal and regulatory documentation of target markets to identify barriers to entry.
  • Automated benchmarking to compare TechHeal's capabilities with global competitors.
RESULTS:
  • Discovery of strict data protection regulations in Germany, which will require additional investment.
PLANNING AND IMPLEMENTATION

ACTIONS:

  • Artificial intelligence helps to create a detailed roadmap for internationalisation.
  • Use chatbots to coordinate and communicate the plan to different departments in the company.

RESULTS:

Development of a 12-month action plan covering all key areas of the company.

MONITORING AND ADJUSTMENT

ACTIONS:

  • Artificial intelligence monitors KPIs such as number of downloads, user retention rate and cost of customer acquisition in international markets.
RESULTS:
  • Real-time strategy adaptation to maximise the effectiveness of expansion.

After 12 months, TechHeal has successfully launched its app in Germany and Canada, and is in the early stages of entering the Australian market. The company attributes much of its success in internationalisation to the well-structured and executed Needs Assessment, supported by the use of artificial intelligence.

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