This year, the Easton Program sponsored four Applied Management Research (AMR) Teams to help send their members abroad to better understand the feasibility and the impact of their projects. One team composed of Neal Mhaskar (’15), Kosuke Takano (’15), Aubrey L. Marsh (’15), Caroline Zetjian (’15), and Joara Hyun (’15) worked on a project involving webhosting and server related business in Brazil. An interview was conducted with Neal Mhaskar about his journey into Brazil to find a market entry strategy for a local cloud solutions provider.
The company is a medium sized business based in California, and it provides webhosting and server-related services to both domestic and international clients.
Neal and his team built out marketing plans and financial projections for this company to gauge the costs of entering Brazil and determine whether this action would be feasible. The team traveled to Sao Paulo, Brazil to talk to potential customers and measure if there is enough interest and a competitive market for webhosting services in Brazil. They attended the local edition of Campus Party, a global tech conference. At this event, the team interviewed over 60 web developers and learned more about the exigencies of the hosting industry in Brazil. Accompanying this research, the team sought to gain a broad understanding of the Brazilian market for web hosting and assess the regulatory measures in place that could negatively affect the company’s expansion plans.
One of the main concerns that his team had to tackle was determining how much localization was necessary to market in the country, and the response they received was that very little localization was needed since web developers were already well-accustomed to reading English and making purchases in foreign currency. This would have been a huge undertaking for the medium sized company and cost huge amounts of money in both translating and creating new pages and maintaining those pages for future use. Fortunately, the company can instead continue using a single, global product, at least for the foreseeable future.
As a result, the team’s recommendation focused more on developing brand awareness abroad. Allocating marketing expenses towards sponsoring web and technology conferences, seeding word of mouth, and organizing a local marketing team, along with its comparable prices in Brazil, created the best opportunity for expansion. After its successful entry into the market, the company plans to continually expand into other parts of the world.