Amit's Book Update #1

I have numerous comments posted to articles enquiring about my book and when I expect to launch. So I have created a newsletter that I will run regularly to update readers on the book's progress and make readers aware of some of its content to appeal to readers before launch.

This first newsletter describes what I call "the concept framework". This is the background of the book and explains what led me to be inspired to write the book.

This "concept framework" leads me to develop a more detailed chapter-by-chapter structure that takes readers on a journey in the book.

A journey of understanding distributor markets. A journey that unveils answers to such questions as:

Why do so many struggle to deliver their numbers?

Why do so many fail to create the models that will create success?

Which models can scale and create success? Why?

Why do many models not scale?

As my book on emerging markets approaches the final stages before launch, I want to share with readers the background that shaped my thinking and inspiration to write the book.

Emerging markets are characterised by a common go-to-market model that involves working in some shape or form with and through distributors.?

What are the challenges that I decided to address??

The background to my book, the concept framework so to speak, that shaped my thinking before I started to write the book is detailed below. ?

You could say that I started the search to share with readers through my experience, the right way to succeed in these distributor markets.?

Read on…...

The Background:

Getting into emerging markets is easy. There is a regulatory process to enable products to be registered and exported into a country. The commercial opportunities are unrelated to the regulatory process.

Since growth is the name of the game for global companies, emerging markets offer the opportunity to improve growth rates.

Companies went through periods of review seeking out opportunities to improve growth. Many emerging markets attracted attention due to their growth rates (albeit from a lower baseline of sales). These markets are typically described as ‘distributor’ or ‘partnership’ markets.

Investment cases were presented and accepted by seniors. This was the easy part.

Senior managers made the case that if they received $x million in funding, they would deliver $y million in sales and $z million in profit compounded over five years.

These sales and profit values promised over five years became known as???????????? “the critical mass” to be delivered year-on-year.

Little did seniors realise that this was a challenge that would prove elusive and challenging to deliver for so many executives.

The challenge, therefore, for so many companies operating internationally through?distributors is clear. Simply stated, it is:??????????????

"How do we deliver and achieve a scalable critical mass within five years?"

The typical results experienced by so many company seniors resulted in clusters of small value businesses that barely grew and failed disappointingly to make any impression on the numbers in the investment case agreed.

Many executives had failed to deliver their agreed numbers repeatedly over successive years. They had broken their promises to their executive boards and would face the consequences for non-delivery.

Anyone can be forgiven once for missing their numbers. But for some, it was becoming a habit when seniors failed to deliver their numbers over several years in succession.

In short, they could not find “the right way” to succeed.

Success and scalability had eluded many seniors in ‘distributor’ markets.

The investment case presentation to the Board reverberated painfully in their minds. The presentation for the investment case had been easy.

Delivering it was painful.

Many seniors admitted defeat, quietly saying to themselves many times over

IF ONLY.

IF ONLY they knew the right way.?

The book was born…..a young embryo in my mind!

Now I had to make it happen! I had to see it through the gestation period and deliver the baby.

The delivery date is approaching.....

Read on to the sequel newsletter in a week or so time.