MOBE has done remarkably well in certain countries. People seeking to duplicate this success in new geographical areas don’t have to entirely “reinvent the wheel.” They can repeat what has been proven to work and make some slight adjustments—or, they can stick with what’s already working.
The World of Entrepreneurship
According to the most recent report from the Global Entrepreneurship Monitor (GEM, “the world’s foremost study of entrepreneurship”), the most entrepreneurial country in the world is Uganda.
This is based on an analysis of the percentage of the adult population that owns their own business and has been in operation for at least 90 days. More than a quarter of Uganda’s adult population (28.1%) are entrepreneurs.
For MOBE consultants seeking to approach a new territory for their business, Uganda sounds like an unbeatable opportunity, doesn’t it?
Unfortunately, it probably isn’t.
GEM’s report places the United States as the 41st in the world, with only 4.3% of its adult population being entrepreneurs.
That doesn’t sound like much of an opportunity to build a MOBE business, does it?
Yet, it’s MOBE’s best market.
The primary reason is language. Presently, this is the main qualification in the question of where to promote MOBE.
Culturally Appropriate Presentation?
I started MOBE in Perth, Australia. Because I speak English, that’s the language I created all of MOBE’s courses and promotional materials in. Though we are working on translating our materials and presentations into other languages, it’s been a slow process. So, for the foreseeable future, you will have your best luck marketing MOBE to people who speak English.
I’ve been asked from time to time if a consultant would need to adjust their promotion or live presentation with respect to cultural differences. I’ve never changed the substance of MOBE’s promotional materials or presentations to fit a particular culture. The reason is, if you’re presenting to an English-speaking audience, they are already either Western or westernized. For instance, we’ve brought MOBE to Malaysia and Singapore—Eastern countries that have been influenced by the west.
However, what you might need to adjust is the manner in which you deliver it.
MOBE’s presentation and promotions are not particularly “hype-driven” but may be perceived that way by cultures who either have no experience with sales hype or no tolerance for it. For instance, Australians want the facts—blunt and down to earth. People from Singapore are much the same; they want to see the numbers.
So, you don’t need to change the substance of your pitch. Though you might want to alter how you deliver it to fit the sensibilities of the people receiving it, you always want to ensure that you communicate in a way that creates the maximum amount of impact, regardless of country or culture.
Go Where the Market Is
I can totally understand some consultants’ desire to be the first representative in a new territory, build a strong team, and making millions of dollars. However, developing a new market always involves more risk than promoting to an existing market.
The United States is MOBE’s biggest market, followed by Australia, Canada, and the UK. When you hear that MOBE has paid out $59 million in commissions to its consultants, you might get the idea that the U.S. is saturated and is no longer a good opportunity.
The truth is, we’ve only scratched the surface there. Worldwide, we have tens of thousands of active consultants, but with an adult population of 210 million and a 4.3% entrepreneurship rate, the U.S. presents an opportunity to reach more than 9 million more entrepreneurs.
You can promote MOBE to the home business market in any country, but for the greatest chance at success, your shortest road is to promote it in our biggest markets, which are the U.S., the UK, Canada, Australia, and more recently, Singapore and Malaysia.