WHAT THE EX­PERTS SAY

Inc. (USA) - - LEAD -

Ben Wright, CEO of Ve­loc­ity Global, a Den­ver-based in­ter­na­tional em­ploy­ment ser­vices firm

“I’m not sur­prised Levy spent months get­ting to know his distrib­u­tor. Not only is this a good prac­tice when mak­ing that de­ci­sion; it’s the only way to es­tab­lish trust and a long-last­ing re­la­tion­ship in Ja­pan.”

Al­berto Perl­man, co-founder and CEO of Zumba Fit­ness

“I like how Eyal ze­roed in on the fact that what closes the sale is touch­ing the Yogibo. I hope he’s mak­ing sure he can get out of his dis­tri­bu­tion agree­ments if he’s not happy. I learned the hard way to al­ways have outs in con­tracts.

“Has he tested in­fomer­cials? Some­times in­fomer­cials can re­place the need for a tac­tile ex­pe­ri­ence— they’re a great way to ex­pand in­ter­na­tion­ally as long as dis­trib­u­tors can get the right mar­gins.”

Jan-Bene­dict Steenkamp,

au­thor of Global Brand Strat­egy: World-Wise Mar­ket­ing in the Age of Brand­ing

“I’m as­ton­ished by Levy’s am­bi­tion. Go­ing in­ter­na­tional at this early stage is dar­ing, given Levy has to do all the heavy lift­ing.

“He is right to al­low strat­egy mod­i­fi­ca­tions. Not adapt­ing to lo­cal con­di­tions is the most im­por­tant rea­son many in­ter­na­tional ex­pan­sions fail.”

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