Create a brand name
If you want to be global your brand name must be globally significant for your product. If it tell a story it is the best. Your Brand name must play the music of your product. I choose for my company DELANCE, my father’s name, to reconnect to my father.
Follow your desire and find the way
Once I clarified and refined my design concept and target market, my next step was to identify all of the pros and cons of embarking upon this global venture.
The Pros included: I am an Engineer, an artist, and I can speak at least three languages quite well. I have the resources and connections to travel all over the world and I am a good communicator and a good saleswoman.
The Cons included: I am a woman. I am over 50. I have no money. In Switzerland, men between the ages of 35-40 are responsible for most new business start-ups.
Turn your cons in pros
Thus, I first had to cross an internal psychological boundary to refrain from feeling that my femininity and my age was a disadvantage; to the contrary, I decided that it was an advantage.
For the femininity I would do something with the spirit of a women that no men could have done
For the age, bringing with it maturity, experience, and my well-established name in the watch industry I would do a masterpiece, a resume of my life.
For the need of money I have to consider me as my capital, I have to be creative, use synergy and opportunity.
I have connections, so my strategy is to go as far as I can without having to obtain formal financing. I engage a network of friends, family, and business partners to invest in my venture. So in Mai 1996 I created DELANCE Inc.
My strategy is to find female entrepreneurs, as partners, all over the world who are in a position to both invest and launch DELANCE in their respective countries.
Find a good mentor or two or three
Share your story, your dream with your real friends. Find a dedicated mentor who understand your project and support and encourage you. Perhaps different mentor for different aspect of your business could be an idea. Do not work with your friend or family but with good partner who know what you don’t know. And just do it now.
Giselle Rufer, President DELANCE Swiss watches