Internacionalization of the App "Nunna Online" in pre-schools and kindergartens into Latam marketsfor educational and technological purposes

Abstract

This paper analyzes the process of internationalization of the Spanish company Nunna Online (NO) and its e-commerce app Nunna Online into the Latin American (LATAM) markets. An introduction to the company and its product is offered, as well as a Business Plan followed by a description of the actual status of Education and Technology in the LATAM markets. Once the need for Digital Platforms in the area of Education is stated, it is the time to proceed with the plans of expansion of NO into the LATAM markets. In order to find a suitable market for its software solution, a market research, analysis and an action plan are developed by the consultancy company, Consortia Consultores (CC). The course of action is established in four different phases. Firstly, a market research including economic, politic, environmental, technological and educational factors is undertaken to prioritize the markets with better options to succeed. Secondly, a training phase called `Kick Off´ establishes the starting point of the project between NO and CC with a training of demos, marketing and technical materials and any other relevant information created to be able to sell the product. Thirdly, a Go-to-market phase to obtain leads, Public Relation (PR), Marketing Campaigns, Creation of Websites and Planning of Attendance to events. Finally, a Business Development phase to develop all kinds of meetings with potential users leads to be able to sell the app. Once the market research has been analyzed, Chile becomes the most appropriate country to expand and the cities and regions of Antofagasta, Arapacá, Santiago de Chile, Atacama, Aisén and Magallanes are selected as the main focus of action due to their high Gross Domestic Product (GDP) and Human Development Index (HDI) levels. Then, the research focuses in analyzing the expansion through a Strength, Weaknesses, Obligations and Threats analysis (SWOT), relations between Spain and Chile , the mobile operative systems and the events to attend in order to promote the product in Chile and in other markets in the years to come.