The Welsh Connection

Identifying target markets is one thing. Identifying locations to base yourself within those target markets, is another.

Pingar currently has an office in SOHO in London's West End. Looking longer term, we have had good discussions with both the East of England EDA and more recently, the Welsh Development Agency. Central London is not perhaps the best location for all our back office and UK-based market development resource.

The Welsh connection has been aided by having Gareth Davies as Australasian Head of International Business Wales. Although Gareth is based in Sydney, he travels frequently to New Zealand so dialog has been straightforward. Additional support from UK Trade & Invest in Auckland has further reduced the miles between Auckland and Cardiff.

Discussions on the ground are of course being managed by John and Tim. They are in the best position to identify exactly what resources Pingar require, where and when. That process of investigation though is symptomatic of the way that Pingar will be approaching other global target markets. It's not just the generic market location. It is identifying the specific location that will best aid and assist Pingar's market entry and growth strategy. That process requires research, research and research. And not a little patience.

Cambridge Visit

I had the chance to visit Cambridge again yesterday. Meeting with Jan Andrews at East of England International provided more insight to the type of support Pingar can expect both from the region and the organisation.

If you are looking to locate outside London, you should visit the East of England site here.

Pingar UK Relocation

It seems slightly unreal that in just over one week's time, I will be checking out office accommodation in the UK for Pingar. More particularly, a business park complex outside Cambridge called Wyboston Lakes.

Choosing the right location is a key decision that has to be made on this trip. Fast access to London is important, but so also is access to Pingar's technology partners in the Cambridge area.

We will be hosted on the day by Jan Andrews of East of England International. Having the support of the local Economic Development Agency will help identify and hopefully resolve any relocation issues. Wyboston Lakes is one of several business parks around Cambridge and it will be interesting to compare its facilities with others on offer.

I will blog through the UK trip to outline my take on the opportunities there both for Pingar and other New Zealand-based ICT companies. If global engagement means anything, it is a good place to start.

Working with EDAs (UK)

Over the past few weeks, I have been in regular contact with Jan Andrews of East of England International. We have been identifying the opportunity for establishing an office for Pingar in the region.

Over that time, Jan has provided with me with a number of answers to a number of questions. These include IT salaries in the region, the local skill base, the availability of high quality office accommodation etc. The response has been fast, so I have been able to share the information with partners both here in NZ and in the UK.

What this has taught me is that NZ companies can conduct quite serious market-related research from their desktop without having to initially commit to the time and cost of global travel. That comes later. UK Trade & Investment are well represented in NZ and can provide links to local Economic Development Agencies throughout the UK. From my experience of EEI, it is a great place to start.

Potton House, Wyboston Lakes

Potton House, Wyboston Lakes

I have kept in regular contact with Jan Andrews of East of England International since her recent visit to Tauranga. We have been looking at sourcing potential offices for Pingar in the Cambridge area. I expect John Beer, of Pingar UK, to visit a suite of offices in Potton House, next week.

Wyboston Lakes is close to the heartland of Silicon Fen and Cambridge is only one hour from London by train. Cambridge is home to Microsoft Labs and a number of other leading global technology companies.

In identifying Pingar's needs, particularly the needs of an NZ-based ICT company setting up a UK facility, it has raised other possibilities. If Pingar can get it right, is it possible to set up a 'Cluster' of NZ ICT businesses inside the same UK facility? I pose the question.