CASE STUDY: How DBTH agency launched Trello in France ?

Trello

Among DBTH’s several fields of expertise, one is to help companies expand their activities worldwide, either for French companies that want to reach new markets abroad or international companies that want to localize their activities in France. New-York startup Trello is one of the former, and called upon DBTH to position itself on the french market through three axis : the translation of its website and communication elements, professional and generalist PR productions, and the embeddedness in the french tech and web ecosystem.

Let’s jump into Trello’s team marathon in France for the launch of Trello in french !

Mid-september, three representatives of the startup Trello, Michael Pryor, CEO and co-founder, Kirsten Habacht, VP of sales and Alexia Ohannessian, International Product Director, were in Paris to celebrate the launch of Trello in France. But what is Trello exactly ? It is a collaborative management tool, that works as a dynamic and interactive whiteboard, and beneficiate from one of the fastest growth of 2015 thanks to 100 000 new users each week and more than 10M across the world.

Their french trip started on September 15th, as our three executives from New-York and Rio de Janeiro met the Trello French User Group in Microsoft Ventures, before Michael Pryor speech at France Digitale Day on a conference called “ Start-up vs. the World”, and their meeting with eFounders’ entrepreneurs later that day.

Our little team barely had the time to recover from jetlag, as they were expected early on September 16th for a breakfast at NUMA, a well-known Paris incubator for a talk on teamwork optimization, concluded by the feedback of Blablacar on their uses of the tool. On the afternoon, you had to be at TheFamily if you wanted a chance to meet Michael Pryor around a drink after his talk, or at the XIème Art café later in the evening to talk IT development with Epita students.

Between all of these meetups, they gave lots of interviews for major medias such as Le FigaroPresse CitronFrenchweb, or Usine Digitale, and even a video interview, broadcasted on NowTechTV Youtube channel. DBTH also managed to have some of their opinion columns published on high coverage medias.

If Michael Pryor and Kirsten Habacht had to go back to New-York straight after, Alexia Ohannessian, french but based in Rio De Janeiro, kept going on the “Trello Tour de France”, from Paris to Lyon and Nantes. On September 17th, she was at Jean Moulin University in Lyon, for a conference on the entrepreneurial process and the stakes around collaborative tools with a focus on Trello. The day after, it is at the feminine incubator Rhône-Alpes Pionnières that Alexia animated a conference on the development of a startup through product marketing and growth hacking, with a specific focus on Trello in Brazil.

After the weekend, she went from Lyon to Nantes for a major event the “Nantes Digital Week” ! There, she took part in a workshop on collaborative tools and digital in enterprises and on the “Mash Up Les Entrepreneuriales” where she spoke on a panel discussion and did a Trello presentation for the closing cocktail. Then, she went back to Paris, co-holding on September 25th a workshop on the Lean Startup, speaking at lunch time at Le Wagon, on “Culture at Trello and best practices to internationalize your product”, and finally, meeting the young entrepreneurs of YUMP Academy later in the afternoon.

The week after that, while Alexia was already back in Rio, it is Hamid Palo, Mobile Lead & Tech at Trello that took the follow-up of the french launch in Paris. He shared his experience as a web and mobile developer and his deep knowledge on app stores functioning and App Stores Optimization (ASO). He was on monday September 28th at l’Accélérateur, on Tuesday at ParisTech incubator and then at Simplon, before ending his tour Wednesday 30th with a meetup at TheFamily and a workshop session at the J-1 event organised by Presse-Citron and Microsoft.

 A month later, from October 27th to October 30th, Alexia Ohannessian came back to Paris with Trello VP Marketing Stella Garber, for a catch-up session and some talks more focused on marketing. At this occasion, a meetup occurred in BlaBlaCar’s headquarters with the Trello French User Group so that they could share their different uses of the tool, and reveal the results of a survey on Trello’s users. Earlier during the day, the two young women met the team of Girls in Tech for an interview, before going to the coding school 42, talk in front of brillant students.

On wednesday October 28th, they were both at the Bpifrance France hub all morning, first for a breakfast with Bpifrance Excellence and then for a talk with the community of Girlz in Web. Later, they went to Paris Pionnières another feminine network, before ending the day at Paris Founders Event. The marathon kept going the day after, with a particularly busy day, starting early with the team of Le Slip Français, then another school with the students of CELSA, some more entrepreneurs at Réseau Entreprendre, the startups of l’Accélérateur in the afternoon, some other students at Simplon school, ending with a meetup at the coworking space 10h10.

Finally, the tour ended up on October 30th, with a first meeting at la Gaîté Lyrique with Résidence Créatis, another lunch at TheFamily, a meetup with Microsoft Ventures startups, and then a meeting with the Pépinière de la Courneuve’s entrepreneurs. In the end, the Trello team would have take part on 35 events in front of more than a thousand people !

 

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About the author

Virginie Berger est la fondatrice de DBTH, agence spécialisée en stratégie et business développement international pour les industries créatives, technologies et services innovants. Ancienne directrice marketing de MySpace, passée aussi par NRJ et Microsoft, elle est aussi l'auteur du livre sur "Musique et stratégies numériques" publié à l'Irma.

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