Since then, our offer has been considerably enriched to optimize exchanges between manufacturers, their sales networks (craftsmen, installers, retailers, etc.) and end customers. Our solutions are tailored to companies of all sizes, and address many of their day-to-day issues: product configuration, costing, quotations, sales management, order dematerialization, production and plant management. Our solutions share a common goal: to provide the entire industry with time savings and reliability throughout the value chain.
ELCIA is now a Group, comprising two entities: ELCIA in Brignais (near Lyon) and its subsidiary ISIA in Tarbes, as well as two minority stakes in RAMASOFT (Belgium) and our recent partner AlloTools (Luxembourg). A Group in full expansion, without losing what is its strength: Customer Service, provided by its 200 employees.
1. Why internationalize?
International development is one of the ELCIA Group’s four strategic priorities. Our ambition is to become the European leader in specialized sales solutions for joinery, blinds and closures by 2025.
Historically, ELCIA has always worked with foreign manufacturers to support their development in France. We’ve been working with this international market for almost 10 years now, and the observation has been the same for all those years: abroad, there are no sales-oriented solutions designed to simplify the life of the joiner like the ones we can offer. There’s a real need in this area, a real demand, and the foreign manufacturers we work with confirm this need. So it’s only logical that we should expand internationally. The Joinery, Blinds and Closures market is booming in Europe. So there’s real potential for ELCIA and our solutions.
2. How do you internationalize?
Our international development strategy has been implemented in 4 key stages:
Two years ago, we defined three strategic countries to target as a priority: Germany, Poland and Italy. The market is booming in these countries, and most of the manufacturers we work with are also focusing on them. We were supported by the CCI and BPIFrance during our start-up phase, so that we knew everything there was to know about the rules and administrative procedures involved in going international.
We were supported by OSCI during our operational start-up. It was very important for us to benefit from expert advice on the rules and administrative procedures involved in going international. We took part in the GoExport program offered by the CCI, which enabled us to work on a business plan with a market analysis, a strategy proposal and key figures in terms of possible revenues. We also attended Peech workshops in English and Customs. Through the Business France agency, we also took part in international days and conferences during which we were able to meet and exchange views with country experts.
At the same time, we evolved technologically, developing MyPricer, our 100% web-based sales solution. To conquer the international market, we needed a web-based solution that was quick and easy to deploy. This is the case with MyPricer, which can be used with a simple web connection, without installation or training. With its translation into 7 languages, French and foreign manufacturers can deploy it in all European countries, and manage their strategy from their head office or directly by their local sales force.
Thirdly, we invested to create a real team in charge of our international development. We recruited a Business Developer for Germany, a native German with a background in joinery, to help us with our development strategy. We also recruited two Project Engineers, one German and one Polish. It was imperative for us to recruit native speakers for a better understanding of the market. Once this team had been created, we set up a local office in early 2020, with a German postal address and telephone number, as a strong signal of our determination to be present and close to our customers.
Finally, all this was accompanied by a communication strategy at trade fairs and in the German trade press. Advertising and events have always been ELCIA’s strong points and differentiators. We exhibited at BAU, FENSTERBAU and R+T, the world’s leading trade fairs held in Germany.
3. Is the international dimension part of your strategy for bouncing back from the crisis?
The Covid-19 health crisis and, in particular, the restrictions on international travel have had a direct impact on our international development. In 2020, we had planned to take part in two trade shows in Germany. Both were cancelled. What’s more, not being able to travel abroad has prevented us from doing any physical prospecting.
We therefore had to review our strategy, adapt it and find a new way of meeting foreign companies who were not yet customers. We decided to turn to our existing foreign customers to put us in touch with their local counterparts.
Naturally, we also focused on digital marketing, organizing webinars in different languages (Polish, English, German) and taking part in two virtual trade fairs. Despite the crisis, we have continued to invest in demonstrating our presence on the German market. In particular, we stepped up our communications in the German trade press.
All this confirmed our desire to discover even more of these international markets.
