Product Geo-Fit: optimizing product experience for the multicultural marketplace, winning global growth ground up.
Global product strategy is local product strategy, on a global scale. Each market has different maturity levels that define respective target success metrics, different addressable segments to optimize for, and different regional & cultural factors to consider in value proposition and product experience. In this presentation, Talia will cover the big picture global from geo-go product strategy for geo-fit, and will deep-dive into some examples of what makes products make sense in international markets, adding the country/culture factors in product behaviorism. Talia will share some of the AB test results she ran at LinkedIn and SurveyMonkey to drive lift on key funnels in new market: discoverability, acquisition, engagement, conversion, retention, and brand loyalty. Talia’s orientation is User-first vs US-first product dev/design. In her words: “It’s not just about your international customers understanding your product (=translation); it’s about your product understanding your international customers within the ecosystem of their geo environment (=international product experience).”
Talia is a Silicon Valley Product Executive, making products make sense in the global multicultural marketplace. She has 20 years’ experience heading internationalization, localization, international product management, and global growth strategy at Google, LinkedIn, and SurveyMonkey. Prior, Talia lead Starbuck’s brand entry in MENA, and optimized VMware’s product fit in LATAM. In 2017, Talia founded Yewser (https://www.yewser.net/), helping companies accelerate global growth ground up, winning local markets adoption on a global scale. Talia adds the cultural and regional factors in product behaviorism to optimize customer decision making and lifecycle experience on key funnels from discoverability, engagement, conversion, to retention and brand loyalty in new markets. Talia is also an Entrepreneurship Advisor at the Google Accelerator for Applied Machine Learning innovation technologies in Emerging Markets, and Co-Founder of GlobalSaké (https://www.linkedin.com/groups/13545574), a non-profit organization, creating a collective cross-border, cross-culture community of industry leaders for knowledge share. Talia teaches the MBA program at Middlebury Institute of International Studies in Monterey, and is a lecturer for Digital Marketing at San Francisco State University. She is a regular speaker at international conferences (LocWorld in Berlin, Dublin, Silicon Valley, TAUS, Product Tank), and trains Google’s portfolio startups at the Google Accelerator international campuses.
6:30 - 7:00 PM Networking
7:00 - 8:00 PM Presentation
8:00 - 9:00 PM Q&A, Networking
Information to be provided
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