{"id":3068,"date":"2021-06-14T15:21:51","date_gmt":"2021-06-14T13:21:51","guid":{"rendered":"https:\/\/leanstartup.hr\/?p=3068"},"modified":"2021-06-14T15:21:51","modified_gmt":"2021-06-14T13:21:51","slug":"marketing-strategije-za-izlazak-na-strana-trzista","status":"publish","type":"post","link":"https:\/\/smion.com\/hr\/marketing-strategije-za-izlazak-na-strana-trzista\/","title":{"rendered":"Marketing strategije za izlazak na strana tr\u017ei\u0161ta"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Imate ve\u0107 razvijen proizvod i uspje\u0161no poslujete u Hrvatskoj te razmi\u0161ljate o \u0161irenju na strano tr\u017ei\u0161te?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vjerojatno se pitate:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kada je pravi trenutak za internacionalizaciju? Koje tr\u017ei\u0161te odabrati i za\u0161to? Kako pristupiti novom tr\u017ei\u0161tu? Koja je razlika u pristupu izme\u0111u B2C i B2B?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Izlazak na strana tr\u017ei\u0161ta predstavlja rizik zbog raznih neizvjesnosti koje se javljaju na putu. Me\u0111utim, izlazak startupa na strana tr\u017ei\u0161ta mogu\u0107 je na vi\u0161e na\u010dina. Koji na\u010din je najprikladniji i na koje izazove mo\u017eemo nai\u0107i, poku\u0161at \u0107emo dati odgovore u ovom blogu napisanom po uzoru na <\/span><a href=\"https:\/\/youtu.be\/_pHaWq4yT_4\"><span style=\"font-weight: 400;\">istoimeno predavanje iz programa Grow IT u organizaciji ICT \u017dupanije,<\/span><\/a><span style=\"font-weight: 400;\">\u00a0koje je odr\u017eala <\/span><a href=\"https:\/\/www.linkedin.com\/in\/sanjabuterin\/\"><span style=\"font-weight: 400;\">Sanja Buterin<\/span><\/a><span style=\"font-weight: 400;\">, direktorica marketinga u Gideon Brothersu. Bilo da ste na samom po\u010detku ili naprednoj fazi razvoja startupa, tips &amp; tricks iz ovog \u010dlanka mogli bi vam biti od koristi.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Va\u017enost marketing strategije pri svakom poslovanju, pa tako i u fazi izlaska na strano tr\u017ei\u0161te je golema. Razlog tome je svakako i \u010dinjenica da je marketing taj koji utje\u010de na put korisnika (eng. <\/span><i><span style=\"font-weight: 400;\">customer journey) <\/span><\/i><span style=\"font-weight: 400;\">od same potrebe korisnika za proizvodom do kupovine i preporuke.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignleft wp-image-3087 lazyload\" data-src=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-1-300x169.jpg\" alt=\"Dru\u0161tvene mre\u017ee\" width=\"277\" height=\"156\" data-srcset=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-1-300x169.jpg 300w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-1-1024x577.jpg 1024w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-1-768x433.jpg 768w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-1-1536x865.jpg 1536w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-1.jpg 1640w\" data-sizes=\"(max-width: 277px) 100vw, 277px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 277px; --smush-placeholder-aspect-ratio: 277\/156;\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>Za\u0161to velik broj startup poku\u0161aja zavr\u0161i neuspje\u0161no?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Poznata nam je \u010dinjenica da velik broj startupa zavr\u0161i neuspjehom. No, za\u0161to se to doga\u0111a?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Razlozi za\u0161to startup poduze\u0107a propadaju su mnogi, a jedan od presudnih jest nepoznavanje tr\u017ei\u0161ta na kojem plasiraju svoje proizvode ili uslugu. Ukoliko to pogledamo iz perspektive marketinga i ako govorimo u kontekstu marketing strategije, neuspjeh startupa krije se u:\u00a0<\/span><b><\/b><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<h4><span style=\"color: #993366;\"><b>Lo\u0161oj identifikaciji ciljanog tr\u017ei\u0161ta i nepostojanju <\/b><b><i>Go-To-Market <\/i><\/b><b>strategije<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Pri izlasku na strana tr\u017ei\u0161ta, u obzir treba uzeti:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Veli\u010dina tr\u017ei\u0161ta &#8211; Koliki je to\u010dan broj potencijalnih kupaca na va\u0161em ciljanom tr\u017ei\u0161tu?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vrijednost tr\u017ei\u0161ta &#8211; Ima li tr\u017ei\u0161te dovoljno novaca da potro\u0161i na va\u0161 proizvod?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tr\u017ei\u0161na konkurencija &#8211; Kakva je konkurencija na tr\u017ei\u0161tu? Je li tr\u017ei\u0161te prezasi\u0107eno?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Vrijednost proizvoda &#8211; Je li vrijednost va\u0161eg proizvoda dovoljno jedinstvena?<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">O va\u017enosti tr\u017ei\u0161ta, vrstama tr\u017ei\u0161ta, vrijednosti tr\u017ei\u0161ta i njegovom istra\u017eivanju mo\u017eete saznati vi\u0161e iz ove <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=cE2ya_OvAIo\"><span style=\"font-weight: 400;\">snimke na\u0161eg predavanja u inkubatoru ICT \u017dupanije od 1:09:00 <\/span><\/a><span style=\"font-weight: 400;\">\u00a0Ako vas zanima vi\u0161e o iskustvu poduzetnika i pronalasku prikladnog tr\u017ei\u0161ta, poslu\u0161ajte na\u0161 webinar <\/span><a href=\"https:\/\/leanstartup.hr\/od-ideje-do-trzista-poduzetnici-savjetuju\/\"><span style=\"font-weight: 400;\">Od ideje do tr\u017ei\u0161ta<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vi\u0161e o istra\u017eivanju tr\u017ei\u0161ta i kako to u\u010diniti, potra\u017eite na u \u010dlanku <\/span><a href=\"https:\/\/www.netokracija.com\/lean-statup-upoznavanje-trzista-141183\"><span style=\"font-weight: 400;\">Startupi, poznajete li tr\u017ei\u0161te na kojem \u0107ete prodavati svoj proizvod?<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li>\n<h4><span style=\"color: #993366;\"><b>Nedostatak marketin\u0161kih\/prodajnih znanja u startup timu<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Vrlo \u010desto se doga\u0111a da poduzetnici budu fokusirani na proizvod i njegovu kvalitetu i ne uvi\u0111aju zna\u010daj marketing strategije u prodaji proizvoda. Ukoliko vam je poduzetni\u010dki uspjeh No. 1, onda treba puno vremena utro\u0161iti na marketing proizvoda. Na kraju krajeva, \u0161to \u0107e nam odli\u010dan, visokokvalitetan proizvod savr\u0161enog dizajna, ako nitko za njega nije \u010duo.<\/span><\/p>\n<h3><span style=\"color: #800080;\"><b>Za\u0161to je dobro razumjeti marketing?<\/b><\/span><\/h3>\n<p><img decoding=\"async\" class=\"alignleft wp-image-3088 lazyload\" data-src=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-3-300x169.jpg\" alt=\"Marketing plan\" width=\"277\" height=\"156\" data-srcset=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-3-300x169.jpg 300w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-3-1024x577.jpg 1024w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-3-768x433.jpg 768w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-3-1536x865.jpg 1536w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-3.jpg 1640w\" data-sizes=\"(max-width: 277px) 100vw, 277px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 277px; --smush-placeholder-aspect-ratio: 277\/156;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ho\u0107e li startup biti uspje\u0161an ukoliko ne rje\u0161ava stvaran problem<\/span> korisnika? Vjerojatno ne! Stoga je potrebno od samog po\u010detka razvoja startupa provoditi aktivnosti koje \u0107e pomo\u0107i prepoznati navedene probleme. Potrebno iskustvo i razumijevanje marketinga mo\u017ee se dobiti od marketing stru\u010dnjaka kojeg bi bilo dobro uklju\u010diti u projekt u \u0161to prije. Ako u timu ve\u0107 postoji takav, njegove aktivnosti su:<\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Izgradnja brenda, definiranje buying persone, pozicioniranje proizvoda<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Na\u0161 prvi savjet jest taj da marketin\u0161ki tim od po\u010detka bude dio startup tima. Osim \u0161to \u0107e vam pomo\u0107i otkriti tko je va\u0161 idealni kupac, koje probleme i potrebe ima, \u0161to mu je va\u017eno, gdje se informira, kako donosi odluke i jo\u0161 mnogo toga, ovaj tim \u0107e vam pomo\u0107i i\u00a0 u dizajnu i razvoju proizvoda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Za definiranje buyer persone tu su neki besplatni alati <\/span><span style=\"font-weight: 400;\">poput<\/span> <a href=\"https:\/\/www.hubspot.com\/make-my-persona\"><span style=\"font-weight: 400;\">Make My Persona<\/span><\/a><span style=\"font-weight: 400;\"> i <\/span><a href=\"https:\/\/xtensio.com\/\"><span style=\"font-weight: 400;\">Xtensio<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><br \/>\n<b><\/b><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Istra\u017eivanje tr\u017ei\u0161ta, A\/B testiranja<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dana\u0161nje marketing strategije uklju\u010duju mnogo istra\u017eivanja i testiranja. Prilikom plasiranja proizvoda, zadatak marketin\u0161kog stru\u010dnjaka je ispitati koje strategije funkcioniraju, a koje ne daju dobre rezultate te otkriti le\u017ei li izvor problema u proizvodu ili\u00a0 porukama koje \u0161aljete.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Marketing kampanje<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nakon \u0161to smo uspje\u0161no pro\u0161li prethodna dva koraka i imamo <\/span><i><span style=\"font-weight: 400;\">product\/market fit, <\/span><\/i><span style=\"font-weight: 400;\">vrijeme je za marketin\u0161ke kampanje. Ono uklju\u010duje <\/span><i><span style=\"font-weight: 400;\">content marketing <\/span><\/i><span style=\"font-weight: 400;\">i<\/span><i><span style=\"font-weight: 400;\"> social media <\/span><\/i><span style=\"font-weight: 400;\">kampanje. Zamka u koju upadaju mnogi startupi jest da rano krenu u pla\u0107ena ogla\u0161avanja na dru\u0161tvenim mre\u017eama i tek onda ispravljaju pogre\u0161ke u komunikaciji. Zato je va\u017eno zapamtiti da pla\u0107eno ogla\u0161avanje dolazi tek na kraju, kada je poznato koji su kanali djelotvorni.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Sada kad ste dobro savladali svoje po\u010detno tr\u017ei\u0161te, korisnici vole va\u0161 proizvod i prihodi su obe\u0107avaju\u0107i, vrijeme je za \u0161irenje na druga (strana) tr\u017ei\u0161ta. Stoga si sigurno postavljate pitanje&#8230;<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>Otkud onda zapo\u010deti?<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Ranije smo naveli neke od klju\u010dnih koraka u razvoju bilo kojeg startupa, a u nastavku se vi\u0161e bavimo izlaskom na strana tr\u017ei\u0161ta.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Korak 1.<\/span><\/i><span style=\"font-weight: 400;\"> Istra\u017eite tr\u017ei\u0161te na koje \u017eelite iza\u0107i! Postavite si pitanje: Jesam li zaista spreman za izlazak na strano tr\u017ei\u0161te? Je li to tr\u017ei\u0161te spremno za mene?<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Korak 2.<\/span><\/i><span style=\"font-weight: 400;\"> Poku\u0161ajte razumjeti \u0161to kupci na odabranom tr\u017ei\u0161tu tra\u017ee i \u017eele. Je li to neka nova usluga? Kako se za to tr\u017ei\u0161te treba pozicionirati?<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Korak 3.<\/span><\/i><span style=\"font-weight: 400;\"> Pove\u017eite se s partnerima i pro\u0161irite poslovne veze!<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Korak 4.<\/span><\/i><span style=\"font-weight: 400;\"> Mislite globalno, djelujte lokalno!<\/span><\/p>\n<p style=\"padding-left: 40px;\"><i><span style=\"font-weight: 400;\">Korak 5. <\/span><\/i><span style=\"font-weight: 400;\">Uzmite u obzir bud\u017eet potreban za financiranje radnji potrebne za izlazak na strana tr\u017ei\u0161ta.<\/span><\/p>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\">Korak 6. Zaposlite stru\u010dnjake koji razumiju lokalno okru\u017eenje, znaju kako skalirati proizvod, imaju \u0161iroku mre\u017eu poslovnih poznanstva i mogu vas povezati s drugim organizacijama i akceleratorima.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3089 lazyload\" data-src=\"https:\/\/leanstartup.hr\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-4-300x169.jpg\" alt=\"Poslovanje\" width=\"275\" height=\"155\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 275px; --smush-placeholder-aspect-ratio: 275\/155;\" \/><\/p>\n<h3><span style=\"color: #800080;\"><b>\u0160to moram uzeti u obzir pri \u0161irenju poslovanja na strana tr\u017ei\u0161ta?<\/b><\/span><\/h3>\n<h4><span style=\"color: #993366;\"><b>Cilj je prodaja rje\u0161enja, a ne proizvoda!<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Ako \u017eelite da va\u0161e poslovanje bude uspje\u0161no, va\u0161 primarni cilj mora biti prodaja rje\u0161enja. Velik broj startupa fokusira se na proizvod, a manje na rje\u0161enje. Ono \u0161to korisnik tra\u017ei nije proizvod, ve\u0107 rje\u0161enje za svoj problem. Uvijek razmi\u0161ljate o problemu koji va\u0161 proizvod rje\u0161ava i znajte da on nije svrha samom sebi.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"color: #993366;\"><b>Morate imati dobru pri\u010du!<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Dobra pri\u010da je jako koristan prodajni alat. Svi vole \u010duti pozadinsku pri\u010du koja stoji iza kvalitetnog proizvoda ili usluge. Startupi \u010desto imaju dobru i autenti\u010dnu pri\u010du i nemojte se bojati ispri\u010dati ju. Budite sigurni da \u0107e va\u0161i klijenti, investitori, ali i mediji \u017eeljeti \u010duti pri\u010du o razvoju proizvoda koji nudite, na \u010demu ste grije\u0161ili i \u0161to ste nau\u010dili na tom putu.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"color: #993366;\"><b>Iskoristite sve dostupne resurse!<\/b><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Svaki \u010dlan va\u0161eg startup tima predstavlja i koristan marketin\u0161ki alat. Takozvani evan\u0111elisti imaju izra\u017eenu strast prema onome \u0161to rade, stoga iskoristite to i potaknite ih da \u0161ire pri\u010du o va\u0161em startupu i proizvodu.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>Taktike marketinga za izlazak na strana tr\u017ei\u0161ta<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Marketing je vrlo \u0161iroko podru\u010dje i postoje brojne taktike pomo\u0107u kojih je mogu\u0107e \u0161iriti mre\u017eu klijenata i kupaca. Neke od njih nabrojati \u0107emo u nastavku.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Taktike brendiranja<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pozicioniranje i slanje poruka<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Potencijalni kupac<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Content marketing i SEO<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Komunikacija na dru\u0161tvenim mre\u017eama i izgradnja zajednice<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pla\u0107eno ogla\u0161avanje<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pokroviteljstvo doga\u0111anja (offline i online)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">PR i analyst relations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brendiranje poslodavaca<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Nikako ne poku\u0161avajte realizirati vi\u0161e aktivnosti odjednom. Najbolje je zapo\u010deti s aktivnostima pri vrhu, a zatim ih slijediti redom.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>The Startup Starter pack<\/b><\/span><b><\/b><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3090 lazyload\" data-src=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-12-300x169.png\" alt=\"Marketing strategije na dru\u0161tvenim mre\u017eama\" width=\"277\" height=\"156\" data-srcset=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-12-300x169.png 300w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-12-1024x577.png 1024w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-12-768x433.png 768w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-12-1536x865.png 1536w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-12.png 1640w\" data-sizes=\"(max-width: 277px) 100vw, 277px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 277px; --smush-placeholder-aspect-ratio: 277\/156;\" \/><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Razumijevanje 3 Cs: Customer (korisnik), Company (tvrtka), Competitors (konkurencija)<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Va\u017eno je znati tko je va\u0161 kupac, koje su njegove navike i osobine. Tako\u0111er, nemojte zaboraviti ni svoju ulogu, za\u0161to postojite, \u0161to proizvodite i \u0161to \u017eelite promijeniti. Zadnje, ali ne i manje va\u017enije je poznavati svoju konkurenciju, koja im je slaba to\u010dka, mo\u017eete li pokriti te nedostatke i s kime \u0107ete dijeliti tr\u017ei\u0161te. Vi\u0161e o 3 Cs pro\u010ditajte <\/span><a href=\"https:\/\/learn.marsdd.com\/article\/the-3-cs-of-brand-development-customer-company-and-competitors\/\"><span style=\"font-weight: 400;\">ovdje<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Definiranje svoje pozicije i narativa<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Koje probleme rje\u0161avate? \u010cije probleme poku\u0161avate rije\u0161iti? \u0160to vas \u010dini boljim\/lo\u0161ijim od drugih? <\/span><span style=\"font-weight: 400;\">I zatim, <\/span><i><span style=\"font-weight: 400;\">stavite se u cipele<\/span><\/i><span style=\"font-weight: 400;\"> kupca! Postoje razni na\u010dini kako testirati interes kupaca, od aktivnosti korisnika na dru\u0161tvenim mre\u017eama i broja pretplate na newsletter do konkretnih istra\u017eiva\u010dkih postupaka kao \u0161to je intervju, anketa, etnografija i fokus grupe. Na ovom <\/span><a href=\"https:\/\/hbswk.hbs.edu\/item\/how-entrepreneurs-can-find-the-right-problem-to-solve\"><span style=\"font-weight: 400;\">blogu<\/span><\/a><span style=\"font-weight: 400;\"> mo\u017eete prona\u0107i inspiraciju na koje na\u010dine ispitati zainteresiranost potencijalnih kupaca te je li problem koji rje\u0161avate aktualan i relevantan.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Razvijanje marketin\u0161kog plana<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nemojte po\u017eurivati s izradom plana! Prije samog kreiranja, va\u017eno je isplanirati marketing strategije i taktiku. Ukoliko ste po\u010detnik i treba vam pomo\u0107 oko izrade, prvo istra\u017eite <\/span><a href=\"https:\/\/youtu.be\/4ti_uK60nLk\"><span style=\"font-weight: 400;\">kako kreirati marketin\u0161ki plan<\/span><\/a><span style=\"font-weight: 400;\"> i \u0161to on treba sadr\u017eavati.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Definiranje korporativnog identiteta<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Korporativni identitet ne uklju\u010duje samo logotip i dizajn va\u0161e tvrtke ili projekta. Identitet va\u0161e tvrtke povezuje se i s na\u010dinom komunikacije, pona\u0161anjem, sloganom. Svi ovi \u010dimbenici bitno utje\u010du na percepciju tvrtke od strane klijenata i ulaga\u010da. Zato neka vam jedan od prvih koraka bude odrediti temeljne standarde, od vizualnog identiteta do komuniciranja s publikom.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Priprema kvalitetnog pitch decka<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Unaprijed pripremite pitch deck, on \u0107e vam trebati vrlo \u010desto, osobito zato \u0161to \u0107e u po\u010detnom stadiju razvoja startupa osniva\u010d imati glavnu ulogu marketin\u0161kog stru\u010dnjaka.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ne zaboravite pravilo 10\/20\/30 pri kreiranju decka! Dakle, 10 slajdova, 20 minuta i veli\u010dina fonta 30! \ud83d\ude42<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pri kreiranju vizualno atraktivnog pitch decka poslu\u017eite se jednostavnim i besplatnim alatom kao \u0161to je <\/span><a href=\"https:\/\/www.canva.com\/\"><span style=\"font-weight: 400;\">Canva<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Izrada press kita<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kako bi imali spreman materijal, unaprijed izradite press kit! Svrha ovog paketa jest da<\/span><span style=\"font-weight: 400;\"> svatko tko \u017eeli saznati vi\u0161e o vama, upoznati klju\u010dne ljude i informacije o va\u0161em poslovanju ne mora razgovarati s vama, ve\u0107 da sami do\u0111u do informacija. Ovo \u0161tedi njihovo i va\u0161e vrijeme, a drasti\u010dno pobolj\u0161ava odnose s medijima bez napora s va\u0161e strane. Sigurno se pitate \u0161to press kit mora sadr\u017eavati. Svaki medijski paket trebao bi imati <\/span><span style=\"font-weight: 400;\">kratku pri\u010du o nastanku startupa, va\u0161u biografiju, relevantne fotografije, razli\u010dite varijante logotipa, fotografije visoke rezolucije, video i audio materijali, podaci za kontakt, poveznice na dru\u0161tvene mre\u017ee tvrtke i informacije o proizvodu ili usluzi koju nudite.<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Investiranje u kvalitetnu web stranicu<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Nemojte anga\u017eirati poznanika koji se donekle razumije u razvoj weba (jedino ako nije pro)! Radije odvojite dio bud\u017eeta koji \u0107ete iskoristiti za izradu kvalitetne web stranice. Ne zaboravite da je va\u0161a web stranica sr\u017e va\u0161eg brenda!\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Produciranje kvalitetnog sadr\u017eaja<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Sadr\u017eaj koju nudite svojoj publici mo\u017ee dolaziti u razli\u010ditim oblicima. Bilo da se radi o blogu, webinaru, podcastu, oglasu ili vizualu, va\u017eno je da budete u stalnom doticaju s publikom, i najva\u017enije, s klijentima. Sadr\u017eaj koji proizvodite <\/span><span style=\"font-weight: 400;\">mo\u017ee uistinu utjecati na va\u0161e poslovanje. Neka istra\u017eivanja pokazuju da stvaranje kvalitetnog edukativnog sadr\u017eaja <\/span><a href=\"https:\/\/www.conductor.com\/learning-center\/educational-content-impacts-revenue\/\"><span style=\"font-weight: 400;\">pove\u0107ava vjerojatnost kupnje va\u0161eg proizvoda za 131%<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\">\n<h4><span style=\"color: #993366;\"><b>Definiranje kanala marketin\u0161ke komunikacije<\/b><\/span><\/h4>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Razmislite koja je dru\u0161tvena mre\u017ea prikladnija s obzirom na proizvod koji nudite. U skladu s time, odredite ho\u0107e li to biti Facebook, Instagram, LinkedIn, YouTube ili neka druga dru\u0161tvena mre\u017ea.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>Kako izraditi marketing strategije za izlazak na strana tr\u017ei\u0161ta?<\/b><\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3091 lazyload\" data-src=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-5-300x169.jpg\" alt=\"Marketing strategije za dru\u0161tvene mre\u017ee\" width=\"277\" height=\"156\" data-srcset=\"https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-5-300x169.jpg 300w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-5-1024x577.jpg 1024w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-5-768x433.jpg 768w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-5-1536x865.jpg 1536w, https:\/\/smion.com\/wp-content\/uploads\/2021\/06\/Dizajn-bez-naslova-5.jpg 1640w\" data-sizes=\"(max-width: 277px) 100vw, 277px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 277px; --smush-placeholder-aspect-ratio: 277\/156;\" \/><\/p>\n<h4 style=\"padding-left: 40px;\"><span style=\"color: #993366;\"><b>1. Definiranje ciljeva<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing strategije moraju podupirati business strategije<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ciljeve definirajte odmah na po\u010detku i uvjerite se da ih svi \u010dlanovi poznaju<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Evaluirajte svoju trenutnu poziciju na tr\u017ei\u0161tu<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Odaberite 2,3 glavna cilja i nekoliko podciljeva<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prihvatite \u010dinjenicu da se svi ciljevi ne\u0107e mo\u0107i realizirati (ni Rim nije sagra\u0111en u jedan dan)\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Postavite\u00a0 <\/span><i><span style=\"font-weight: 400;\">milestones<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Budite dosljedni i uvijek mjerite onu metriku koju ste odabrali na po\u010detku<\/span><\/li>\n<\/ul>\n<h4 style=\"padding-left: 40px;\"><span style=\"color: #993366;\"><b>\u00a02. Napravite zada\u0107u<\/b><\/span><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Istra\u017eite tr\u017ei\u0161te i konkurenciju<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Napravite SWOT analizu i doznajte po \u010demu ste dobri, a na \u010demu trebate jo\u0161 poraditi<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kreirajte <\/span><i><span style=\"font-weight: 400;\">buyer personu <\/span><\/i><span style=\"font-weight: 400;\">i poku\u0161ajte dobiti uvid u njeno pona\u0161anje, navike, osobine, itd.<\/span><\/li>\n<\/ul>\n<h4 style=\"padding-left: 40px;\"><span style=\"color: #993366;\"><b>3. Kreirajte marketing strategije<\/b><\/span><b><\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zapamtite da \u0107ete na po\u010detku Vi biti brend, to zna\u010di da \u0107ete upravo vi predstavljati svoj startup. <\/span><b>Brend nije ono \u0161to vi mislite da jest, brend je ono \u0161to va\u0161i klijenti misle.<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Iako je razvoj svijesti o brendu i povjerenja kupaca vrlo te\u017eak zadatak za startupe, on je ujedno jedan od najva\u017enijih koraka.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Koristite dru\u0161tvene mre\u017ee i komunicirajte s publikom. Stalno!<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ne zaboravite da Facebook i Instagram nisu jedine dru\u0161tvene mre\u017ee! Najkvalitetnija komunikacija odvija se na Quori i Redditu.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">U svakom podru\u010dju poslovanja postoje influenceri. Poku\u0161ajte stupiti u kontakt s njima i zadobiti njihove povjerenje, a samim time i njihove pratitelje.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gradite mre\u017eu poznanstva i prije nego vam ona zatreba.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gostujte u raznim blogovima! Neka va\u0161 brend bude prepoznatljiv i na drugim siteovima.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pridru\u017eite se lokalnim akceleratorima i organizacijama koje vam mogu pomo\u0107i.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sudjelujte u eventima kada god je to mogu\u0107e.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kreirajte relevantan sadr\u017eaj. Nemojte to \u010diniti samo zato jer mislite da morate, ve\u0107 zato \u0161to smatrate da \u0107e to biti vrijedno za va\u0161u publiku.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lokalizirajte svoju web stranicu.\u00a0<\/span><\/li>\n<\/ul>\n<h4 style=\"padding-left: 40px;\"><span style=\"color: #993366;\"><b>4. Odredite klju\u010dne pokazatelje uspje\u0161nosti (KPIs)<\/b><\/span><b><\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Zapo\u010dnite s A\/B testiranjem kako bi dobili uvid u ono \u0161to funkcionira kod vas, a \u0161to ne djeluje. U\u010dite iz svojih gre\u0161aka i uspjeha, ali svakako to dokumentirajte.<\/span><\/li>\n<\/ul>\n<h4 style=\"padding-left: 40px;\"><span style=\"color: #993366;\"><b>5. Izradite takti\u010dki plan<\/b><\/span><b><\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Prona\u0111ite prioritete i odredite 4-5 glavnih taktika kojima \u0107ete se koristiti u nadolaze\u0107oj godini.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Taktiku odredite prema onome \u0161to \u017eelite posti\u0107i, kako \u0107ete ih posti\u0107i, kako \u0107ete nadi\u0107i problemati\u010dne faze i kako \u0107ete odrediti sljede\u0107e korake.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>5 neprijatelja dobrog marketinga<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Naveli smo \u0161to je dobro \u010diniti, a u nastavu nekoliko (to\u010dno 5) savjeta \u0161to ne \u010diniti ako \u017eelimo uspje\u0161an marketing.\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nikad nemojte testirati na velikom uzorku. Sva testiranja obavite na manjem uzorku jer je mogu\u0107e pogre\u0161ke lak\u0161e ispraviti na takvom uzorku.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Nemoj pretjerivati s kori\u0161tenjem buzzworda i \u017eargona. Iako svi volimo koristiti \u0161to kra\u0107e termine, zaboravite na to. Va\u0161 klijent \u017eeli dobiti preciznu i razumljivu poruku.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Ne fokusirajte se na proizvod, nego na rje\u0161enje problema.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Ne postoji samo jedna buyer persona, postoji \u010dak do 7 razli\u010ditih profila.<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">Nemojte tro\u0161iti vrijeme na stvaranje sadr\u017eaja koji ne donosi dodanu vrijednost.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h3><span style=\"color: #800080;\"><b>Tips&amp;Tricks\u00a0<\/b><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Kao \u0161lag na kraju, zavr\u0161ni savjeti i preporuke za uspje\u0161an tr\u017ei\u0161ni nastup startupa.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><b>Postavite dobre temelje!<\/b><span style=\"font-weight: 400;\"> &#8211; Kupcu mora biti jasno koji je va\u0161 proizvod, po \u010demu je poseban i za\u0161to im je potreban.<\/span><\/p>\n<p><b>Zaposlite marketin\u0161ki tim!<\/b><span style=\"font-weight: 400;\"> &#8211; Ukoliko se nalazite na po\u010detku i namjeravate zaposliti samo jednu osobu, zapo\u010dnite s product marketing managerom.\u00a0<\/span><\/p>\n<p><b>Fokusirajte se na jednu temu!<\/b><span style=\"font-weight: 400;\"> &#8211; Kada je rije\u010d o kreiranju sadr\u017eaja, za po\u010detak se usredoto\u010dite na samo jednu temu i postanite autoritet u tom podru\u010dju.<\/span><\/p>\n<p><b>Gradite brend!<\/b><span style=\"font-weight: 400;\"> &#8211; Prihvatite pozive na evente, podcaste, webinare, itd.<\/span><\/p>\n<p><b>Uklju\u010dite se u zajednicu!<\/b><span style=\"font-weight: 400;\"> &#8211; Pridru\u017eite se startup akceleratorima, udrugama, forumima i aktivno sudjelujte.<\/span><\/p>\n<p><b>Pratite EU funding programe!<\/b><span style=\"font-weight: 400;\"> &#8211; Putem ovih programa mo\u017eete dobiti sredstva za evente koje organizirate ili za izradu weba.<\/span><\/p>\n<p><b>Komunicirajte na domicilnom jeziku! <\/b><span style=\"font-weight: 400;\">&#8211; Ukoliko se \u0161irite na strano tr\u017ei\u0161te, poku\u0161ajte komunicirati na domicilnom jeziku, klijenti, ali i investitori \u0107e cijeniti va\u0161 trud.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Bilo da ste poduzetnik s \u2018lifestyle biznisom\u2019 ili tehnolo\u0161ki startup, savjeti i izvori navedeni u ovom \u010dlanku mogli bi biti od koristi. Internacionalizacija poslovanja uklju\u010duje jo\u0161 niz drugih izazova, a savjete kako se s njima nositi nadamo se objaviti u nekom od sljede\u0107ih blogova. Vi\u0161e o drugim temama iz <a href=\"https:\/\/leanstartup.hr\/category\/blog\/\">startup ekosustava <\/a>i <a href=\"https:\/\/leanstartup.hr\/category\/startup-caffe\/\">startup poduzetni\u0161tva<\/a> mo\u017eete pro\u010ditati u blogovima na na\u0161em webu.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Imate ve\u0107 razvijen proizvod i uspje\u0161no poslujete u Hrvatskoj te razmi\u0161ljate o \u0161irenju na strano tr\u017ei\u0161te? Vjerojatno se pitate:\u00a0 Kada je pravi trenutak za internacionalizaciju? Koje tr\u017ei\u0161te odabrati i za\u0161to? Kako pristupiti novom tr\u017ei\u0161tu? Koja je razlika u pristupu izme\u0111u B2C i B2B? Izlazak na strana tr\u017ei\u0161ta predstavlja rizik zbog raznih neizvjesnosti koje se javljaju [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":3071,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_uf_show_specific_survey":0,"_uf_disable_surveys":false,"_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[38],"tags":[29],"class_list":["post-3068","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-poduzetnistvo-u-startupima","tag-razvoj-poduzetnicke-ideje"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing strategije za izlazak na strana tr\u017ei\u0161ta - Smion<\/title>\n<meta name=\"description\" content=\"Va\u017enost marketing strategije pri svakom poslovanju je golema. 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