A virtual subsidiary in the Benelux
PowerQuest Corp. (now part of Symantec) was already known for its flagship product, PartitionMagic, when they set out to extend their worldwide presence through a network of companies like Eurotech Internet • Marketing, who were able to let them quickly expand across the globe.
From early on, PowerQuest knew that in order grow internationally they would have to rely on outsource partners who could quickly introduce them in a country without the full weight of budget such an operation usually entails when creating their own subsidiaries. Eurotech Internet • Marketing was chosen to represent PowerQuest Corp. in the Benelux as their virtual subsidiary.
Being based in Utah, PowerQuest had learned from other IT companies in that state the importance of speaking the native tongue, literally as well as in their approach to the market. Willing to invest in marketing, they had already put in place ad campaigns in each country represented, quickly building brand recognition. Their PR department was geared for international action too, supplying local press with dependable information in cooperation with the local virtual subsidiary.
PowerQuest also started to move away from enduser software, like PartitionMagic and Drive Image, and went into recovery tools for system administration as well as tweaking their products for the OEM market, creating indispensable tools for system builders.
So what did Eurotech Internet • Marketing do to grow PowerQuest’s business? Broadly speaking, PowerQuest’s market approach could be divided into three parts: endusers, IS professionals and OEM sales.
For each, we helped PowerQuest translate material, such as advertisements, white papers and presentations. We were in contact with the appropriate press contacts. We advised on advertising, both in content and in contracting. But most important, we put in place channels geared towards selling those particular product lines. We then kept on top of the players in each channel.
On the enduser side we put in place broadline distributors capable of selling volume into retail. The recovery tools were sold though a number of high-end VAR’s, combined with our direct input, such as visiting systems houses and VAR’s as well as organising seminars. The OEM market was developed by contacting and visiting system builders, and building a partnering relationship with Microsoft which allowed us easier entry.
Needless to say, a Dutch web site was created as a port of call for Dutch-speaking customers, and a dedicated phone number was put in place that handled pre-sales inquiries as well as first line support.
As it is in the nature of a virtual subsidiary, once the market was developed, PowerQuest could put in place their own employees. Suffice to say that in the course of us working for PowerQuest, Eurotech has grown their business from US$ 100K to well over 2.5 mln in three years.