At the end of October 2021, my team leader and I joined a team called the overseas business development team. Though the name suggests our focus, we were unsure where to begin or how to go about achieving our goals, namely our company’s expansion into the US market.

The first order of business was to get to know my new team leader and build relationships with various departments in the company since the team leader just joined the company. We spent time acquainting ourselves with colleagues and outlining our objectives. I recognized the importance of products and decided that visit to the factory for further training would be beneficial.

Several weeks before my transfer to the team, I took it upon myself to draft a business plan for the US business in my spare time. I summoned memories of my MBA courses, including business strategy and global business, as well as my experience writing business plans and gathering relevant data through multiple resources. With these resources, I was able to create an outline for our team to work from.

1.0 Product and Services
1.1 Problem Worth Solving
1.2 Our Solution
1.3 Validation of Problem and Solution
1.4 Product Overview
1.5 Competition
1.6 Roadmap/Future Plans

2.0 Market Analysis
2.1 Market Segmentation
2.2 Target market segment strategy
2.2.1 Market needs
2.2.2 Market trends
2.2.3 Market growth
2.3 Key customers
2.4 Future markets
2.5 Competition
2.5.1 Competitors and alternatives
2.5.2 Competitive advantage

3.0 Marketing and Sales
3.1 Marketing plan
3.2 Sales plan
3.3 Location and facilities
3.4 Technology
3.5 Equipment and tools

4.0 Organization and management
4.1 Organizational structure
4.2 Company history and ownership
4.3 Milestones
4.4 Key metrics

5.0 Financial projections and metrics
5.1 Revenue and sales forecast
5.2 Expenses
5.3 Projected profit and loss
5.4 Projected cash flow
5.5 Projected balance sheet
5.7 Use of funds

In order to prepare for the upcoming business ventures, I conducted extensive research and filled in any knowledge gaps by drafting a detailed business plan. However, I found that some of our initial hypotheses were not feasible. Nonetheless, by properly formulating and testing these hypotheses, I can gain a better understanding of the direction we need to take.

Through the process of creating a master plan, I was able to gain a comprehensive understanding of all the necessary details involved in the preparation and planning of our business. However, I understand that our executives prefer to receive succinct and easy-to-read reports, such as a one-page summary that includes key information.

For instance, a one-page summary could include details about

• The current state of the US market
• Current business model and limitations
• Proposed business model and expected results in the future
• Competition analysis
• Estimated financial statements
• Required resources.

However, before we move on to planning and executing our business, we must confirm whether or not we actually have the necessary conditions to operate in the US market. For example, we need to consider whether we have a suitable website that caters to US customers, as well as how to adapt to the US standard of measurements such as feet, inches, pounds and etc.. We also need to consider local IT system requirements and the need for local staff, as well as legal matters such as company establishment, visa requirements, and other preparations. There is much to consider and prepare for.

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돌아가서 10월 말

팀장님과 나 둘이서 팀이 만들어졌다. 이름하여 해외 사업 추진팀, 뭘 추진해야 하긴 할 것 같은데 뭐부터 시작해야 할지 도통 감이 오지 않는다. 어쨌든 목표는 우리 회사의 미국 진출, 미국 사업 준비 그리고 성공. 새로운 팀장님 만나 관계 형성하고 여러 부서 돌아다니며 인사하고 앞으로 무엇을 해야 할지 정리해 보고 제품이 중요하다니 공장 가서 파견교육 (신입사원 이후 또) 갔다 오고 나니 시간은 잘 가는데 막상 미국 업무해 놓은 게 없다.

해외 팀으로 발령 나기 몇 주 전에 귀띔을 받아서 기존 팀에 있으면서 사실 시간 나는 대로 사업계획서를 작성해 봤다. 그래도 MBA 과정 다녔다고 지난 추억의 소환, 경영전략, 글로벌 비즈니스 등 수업의 기억, 사업계획서 과제 및 자료, 이메일을 탈탈 털어서 극소한 지식을 총동원해 일단 Outline을 잡아봤다. 참고로 내가 근무하고 회사는 국내 기반 소비재 (이면서 사무용 제품) 제조사!

1.0 Product and Services
1.1 Problem Worth Solving
1.2 Our Solution
1.3 Validation of Problem and Solution
1.4 Product Overview
1.5 Competition
1.6 Roadmap/Future Plans

2.0 Market Analysis
2.1 Market Segmentation
2.2 Target market segment strategy
2.2.1 Market needs
2.2.2 Market trends
2.2.3 Market growth
2.3 Key customers
2.4 Future markets
2.5 Competition
2.5.1 Competitors and alternatives
2.5.2 Competitive advantage

3.0 Marketing and Sales
3.1 Marketing plan
3.2 Sales plan
3.3 Location and facilities
3.4 Technology
3.5 Equipment and tools

4.0 Organization and management
4.1 Organizational structure
4.2 Company history and ownership
4.3 Milestones
4.4 Key metrics

5.0 Financial projections and metrics
5.1 Revenue and sales forecast
5.2 Expenses
5.3 Projected profit and loss
5.4 Projected cash flow
5.5 Projected balance sheet
5.7 Use of funds

기존 경험과 부족한 부분들은 리서치 해보며 하나하나 빈칸 넣기, 사업계획서를 작성해 보았다. 하지만 상당 부분은 가설에 불가하다는 점. 그럼에도 불구하고 가설을 제대로 세워보고 맞았는지 틀렸는지 알게 되면 어느 정도 방향을 잡아갈 수 있지 않을까 싶다. 이렇게 마스터플랜을 짜보며 대략적인 사업 준비 및 계획에 대한 모든 디테일을 파악할 수 있었다. 하지만 경영진들은 이렇게 길고 디테일한 사업계획서도 있지만 원페이지 형식에 직관적이고 핵심적인 내용만 정리해서 보고받는 것을 더 좋아할 것이다. 이를테면

• 현재 미국 사업 현황 (=지금 어떤 상황인가?)
• 기존 비즈니스 모델과 한계점 (=왜 미국 진출해야 하는데?)
• 변경 비즈니스 모델 및 기대효과 (=가서 뭐 할 건데?)
• 경쟁 분석 (=그게 말이 되나?)
• 추정 재무제표 (=그래서 얼마나 벌어올 거야?)
• 필요한 자원 (=그래서 얼마가 필요해? 사람은 누구 붙여줘?)

그렇게 또 다른 한 벌의 계획서가 나온다. 하지만 다 문서와 글에 불과하다는 것…

일단 가설과 계획들은 차차 확인해보는 걸로 해보자. 계획은 그렇다 치는데 우리가 지금 미국가서 사업을 할 수 있는 여건인가? 미국색깔 나는 마땅한 홈페이지도 하나 없고 미국은 다 inch/feet 스케일로 얘기하는데 우리 카탈로그 및 제품 정보는 다 mm인데..? 현지 IT 시스템 구축은 뭘로 하지? 현지 직원도 있어야 할 거 아닌가? 아 회사설립 형태는? 나는무슨 비자 받아서 근무해야하지? 아 확인해야하고 준비할게 많다. 말 할때 마다 “아” 가 안나올 수가 없다. 아..