Remaking the International SIG to Help Members GROW

By Scott Drushella, independent consultant and chair of International SIG

In January the newest member of the SAO SIG family, the Internaltion SIG (IntlSIG)was born. Or should I say “reborn,” since the first international committee was in existence in the late 1990s. The IntlSIG has found new life and is being formed to provide SAO members with a resource for information on all aspects of expanding your business outside the US. In the SAO’s START – MOVE – GROW initiative, the IntlSIG’s focus will be on the element of GROW.

The purpose of the committee in providing value to the membership is centered in these areas:

• As a clearinghouse and facilitator in the exchange of information amongst the Northwest’s international community.
  
• As a provider of unique international programs that complement other SAO SIG committees and public and private organizations.
  
• As a mentor, providing assistance and advice regarding international topics.
  
  

How will the IntlSIG help my company?
The committee is in the process of determining specifics on how it will meet its purpose stated above, but it has outlined the following roles and responsibilities it sees for itself:

• To partner with other Northwest-region international organizations to build a central database of easily accessible information, activities, events, etc.
  
• To be an advocate for international business as a growth option for SAO members.
  
• To utilize the committee’s expertise to offer assistance and guidance to members seeking basic international knowledge.
  
• To assist other SAO SIGs when offering an international element to their educational program seminars.
  
• To provide specific programs on international topics to complement existing events offered by federal, state or private organizations.

One suggestion, and an example of providing value, has been to develop a primer or “how to” manual on the issues and options a software company needs to address in moving into non-US markets. For anyone who has been through the process it can be a minefield where much can go wrong. Having a document that exposes the issues and areas specific to software when expanding overseas could be very helpful.

I thought organizations already existed to provide international assistance?
There are a number of organizations – both private and public – that offer great services, conferences and seminars on international business. The committee is not looking to duplicate what others are doing. One of the goals is to integrate with these other organizations so that:

1) We know what is being offered so that we don’t recreate something that is currently available, and

2) We make sure you are aware of the events through SAO communication avenues so that you can take advantage of them.

In addition, another difference will be a focus on software and international software issues.

My company does not sell outside the US but is interested in looking at overseas markets. Will there be programs or information available for us?
There are two main types of SAO members that we hope to address – companies with little or no experience in international markets and those that have international distribution and want to expand.

For us to be able to do that effectively, we need to know what companies are looking for. We've developed a short survey that will help direct us in providing programs, written materials and other events that will provide the most benefit. Please take a few minutes to complete the survey so that we can build programs and offer information around your and other SAO members' needs.

Meet the committee
The International SIG is made up of people with a diversified background of international experience from legal to sales to marketing and support. Most have been involved in international business for many years and have backgrounds in running or working in successful companies where international trade was an important aspect of their business. Also represented are individuals who started international departments or divisions in their companies. Still others work for federal and state agencies who offer services to Oregon companies looking to grow their exports.

The SIG committee members are:

Scott Drushella, chair, international consultant

Andrew Shakman, managing director, LeanPath

Cynthia Brown, chair, computer science department, Portland State University

Dave Hersch, president, Jive Software

David Parker, director of product marketing, Serena Software

David Paull, business development & marketing, MSInteractive LLC

James Latham, marketing consultant, James Latham Consulting

Jim Thayer, senior economic development manager, Portland Dev. Commission

Karen Goddin, director, International Trade Oregon Econ. Dev. Dept.

Nicholas Gilman, international sales manager, Instantations, Inc.

Paul Taylor, Taylor & Parrilli Global, Law Office

Rashid Ahmed Sr., project coordinator, Portland Dev. Commission

Scott Goddin, director, Portland Dist. Export Assistance Center

Tom Dicorcia, trade officer, International Trade Oregon Econ. Dev. Dept.

Wistar Kay, business development manager, Int’l. Trade State of Washington

For further information on the International SIG, please feel free to contact Scott Drushella at sdrushella@comcast.net.

About the Author
Scott Drushella – independent consultant and chair of International SIG – has been involved in international software sales and marketing activities for over 20 years, specializing in business development, partner relationships and channel management.