------------------------------------------------- www.rtm.com
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Phone (336) 780-0897
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Fax (336) 780-9701
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Address: 6800 Star Mount Drive
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Greensboro, NC, 27403
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Roundtable Management
MEMORANDUM
To: Jerry McGuire, CEO
From: Jason Stevens, Director of Marketing
Date: 4/23/15
Subject: Expanding Roundtable Management

Round Table management has successfully competed in the United States sports industry, representing 40% of the NBA players in America. We have transformed from an unknown commodity, to a household name in the sports industry, and in the lives of our athletes families. Although we are very successful at our craft, why stop here? The world is bigger than the United States, and we believe Roundtable has the proper personnel, outside resources, and overall promising potential to begin representing international athletes in other basketball leagues outside of the NBA. As it stands now, Roundtable management does not represent any foreign players. If we want to be known as the greatest management firm in the industry, it is ideal that we begin the necessary steps to broadening our brand. NBA.com reports our league has the highest number of foreign players in the league, at 101 players1. The top countries with the most international players are Canada with twelve, which is followed by France’s ten, and lastly, Australia with eight1. These three countries are paving the way for young athletes to reach their athletic stardom. It is important to note that although a select few are chosen to play in the NBA, the talent pool surpasses more than these individuals. To make the proper transition, we must expand a country at a time.
Preliminary Research
Based on the information given, the three countries I recommend we choose from are Canada, France, and Australia. Of the three countries recommended, we must decide which one works best for us to begin our international escapades. Once we decide on a final country, we must conduct an in-depth analysis on how they conduct business, in order to be properly prepared.
1. Canada
When looking at Canada, it draws a lot of similarities to the United States. It would be ideal to utilize the vast amount of land that they cover. Encyclopedia of Nations report that Canada covers 9.9 million square miles, which is the second largest country, as far as land mass is concerned. Over the past few years, Canada has built a strong representation in the NBA. Canada Basketball article reported that “13 Canadians were signed to an NBA team at the start of the 2014-15 season ”. Due to the aboriginal expeditions, people of all different backgrounds traveled together and reached Canada, thus giving them many different influences. This is something our company could utilize.
On the other hand, Canadian government has historically fluctuated with United States government, as they often feel like the little brother to the U.S.). Former Prime Minister says that “living next to the United States is in some ways like sleeping with an elephant. No matter how friendly and even-tempered is the beast; one is affected by each twitch and grunt”4. Citizens of Canada may not be supportive of a U.S. based company, as they would rather continue to grow Canadian companies in order to create more competition with the U.S. This is something to consider.
2. France
When considering moving to France, there are a lot of benefits, and a few drawbacks. France is a rather large country, with a lot of resources. As far as our market goes, France is very prevalent in the NBA. NBA stars from Tony Parker, to Nicolas Batum have made a name for French Basketball1. Due to their location, it will be easy for us to expand to other countries, as many other countries surround them. In the last Olympic world cup, France finished with the Bronze medal, right after Serbia and the U.S. This means that they are a well-rounded basketball team that focuses on the fundamentals of the game to get the job done. It would be beneficial for us to have players geared to a more fundamental game, which reduces the number of egotistic players in the league playing for themselves.
The biggest barrier would have to be language. French businesses do not follow the status quo of basic etiquette in most European countries, which is to use English while conducting transactions overseas. It is important that we know the fundamentals of the French language. The use of an interpreter would hinder our growth. French businessman would not take our requests seriously. We cannot conduct business until we prove that their language is worthy enough for us to learn6. It would take a few years before we are fully prepared, as French language has many different levels to it. We would not be successful in a business meeting without becoming an expert in the French language.
3. Australia
The joy of conducting business transactions without having to worry about answering to a higher power is the ideal setup. In Australia, we will be given the luxury of just that. Samuel Brown from slideshare.net shares that “42% of the working force have college degrees, trade qualifications, or even a diploma or certificate of some sort8.” In order to continue expansion, Roundtable Management will eventually hire certified agents from these perspective countries, in order to diversify our company, and increase public morale. It is good to identify with countries that have established, educated individuals to help the country grow.
A minor drawback to conducting business in Australia would have to be the inconvenient Wildfires that occur quite frequently. These wildfires are a result of extremely hot temperatures, as well as dry land9. It would be very inconvenient for our company to begin expansion here, and our company catches fire. If we expanded here, there would have to be some type of insurance in regards to these natural disasters.
Recommended Country
After thorough research, Canada should be our first country chosen to conduct expansion. For starters, it would be very easy for us to begin our expansion here due to the close proximity. Secondly, aside from the United States, no other country has the vast amount of young basketball talent entering the NBA in the past few years. In both 2013 and 2014, both number one selections in the NBA draft were of Canadian descent. This shows us the constant progression of these Canadian players. This is just the tip of the iceberg. My belief is that these players will continue to develop and make impacts in the NBA, The Canadian leagues, as well as Euro-leagues overseas. Before we expand our company across the waters, it is very important to develop the proper cliental base right across the border. Before conducting a proper Marketing strategy, it is important to understand Canadian Culture, and become accustom to how they conduct business.
Social Customs
Social customs in the U.S are very similar to those in Canada. When meeting individuals for the first time, a handshake suffices. Make sure your handshake is firm, while keeping eye contact with the individual. In our business, coming up with a flattering first sentence will help the business meeting go smoothly. Congratulating them on a great season, telling them, you enjoyed watching a previous game, or any type of statement that builds rapport helps. When conducting a business meeting, make sure you are likable and believable. Canadian Businessmen conduct successful business agreements with individuals they trust. Any good businessman would never trust a potential client initially. In order to successfully build clientele, we must stay true to the Canadian Protocol.
While conducting a meeting, adhere to the structure of the meeting. There is a delicate balance between building rapport, and sticking to the schedule. Although Canadians like to develop a sense of trust with potential clients, they would also love to stick to their schedule12.
Family Life
The concept of family life is very prevalent in Canadian culture. Understanding what Canadians value within family will help us develop the proper marketing scheme in the business sector. Based on the chart below, shows the importance of family life. In this 2011 Census from U Ottowa, 70% of families are legally married. Of that 70%, 32% of them have children at home13.

13
This diagram shows us that Canadians have a good work-life balance. It is important that we base a marketing strategy with respect to families. We would want to ensure that our clients are able to spend time with their families instead of spending entire days in meetings. In order to stay ethically responsible, it is important to conduct meetings, and make phone calls when children are at school, or perhaps sleeping.
Attitudes
Everyone within the business meeting has a voice. Never try to undermine or over talk anyone in the meeting. Canadian businessmen pride equality, and the ability to get their point across, whether it is the CEO, or the newly added intern15. If someone wants to speak, they should be given the opportunity. An article from WorldBuisnessCulture argues that “Canadians are direct in their communication style and can usually be taken on face value. In other words, do not try too hard to look for a hidden message in the statements of Canadians. If they feel you are untrustworthy believe their word, you put the company at risk of losing a client. Interpret a statement for what it is, and not what it potentially could be.
Also, avoid the poker face. Put everything out on the table. In America, agents tend to call each other’s bluff, and give off a little at a time, in order to gain the advantage over the other. In Canada, this is not an effective method of doing business. Businessmen tend to conduct a proper analysis once all the facts are out in the open, and they are able to make a concise decision14.
Religions
WildCanada.net states that 75% of Canadian citizens that practice religion are Christians. With such a large percentage, it is very likely that most of our clients will be Christians. With this background knowledge, it is important to note days of the week when religious services are held. For most Christians, services are held on Sunday mornings. We must also pay attention to the religious observances of Jews, Buddhist, and Hindu15.
Workplace Norms
Canadians are very concise and self-motivated when it comes to work. They pride themselves on meeting deadlines, whether it is showing up to work early, on time, or even by completing a task. When conducting business meeting with these potential Canadian clients, make sure you arrive a few minutes before you’re scheduled to show up. It is almost a guarantee that the Canadian client will be there on time. Show them that you care about their time by being available when they are ready.
As far as teamwork goes, make sure all parties are respected. Canadian workers work best under a form of comraderie16. Do not conduct business strictly for your personal gain. Understand that each person within the group is important, and make sure they understand their importance
Furthermore, be straightforward with businessmen. As expressed earlier, Canadian’s love blatant honesty and truth16. When conducting business show the integrity of the company by plainly stating all intentions and desires of your plan.
Verbal and Nonverbal Communication
Canadian Businessmen enjoy creating somewhat of a positive relationship with their potential clients, so their verbal communication comes off very relatable and very approachable. It is important to understand the nonverbal cues as well. These forms of communication add to the verbal message, giving words life.
Like in most cultures, a handshake is used very frequently. A handshake and proper eye contact represents the acknowledgement of respect. There are a few common gestures that can have more than one meaning, so be careful when they are used. The universal meaning when rubbing your chin is that you are in deep thought. Be very careful when performing this act, as the wrong rotation can mean something totally different. Brushing your chin in a forward motion can be interpreting as a sign of disrespect to Canadians18. Also, be sure to use head nods to express you are engaged in the meeting18.
Geert Hofstede’s Value of Culture
Below is a picture of Canada’s Geert Hofstede’s Value of Culture results. 20
Canada highest model number falls under Individualism. This means that Canadian individuals tend to be motivated by their own needs, as well as their close family19. In the business sector, this will self-motivate them to conduct business in the most efficient way possible, in order to create a comfortable life for themselves and their family. In order to sign these Canadian athletes, we must understand their thought process. It is important to create a marketing strategy that benefits them, as well as their families.
Canada also scored relatively high in the area of indulgence19. In essence, Canadians are motivated by living lavishly. As far as business is concerned, Canadians are motivated by creating a scenario where fun and luxury are at the tier front. We must also consider incorporating ways for these athletes to live lavish lifestyle as well.
In the masculinity department, Canadians pride themselves on competing on a rather high level athletically, as well as maintaining a delicate balance with family19. This is quite useful in our market, as competition is always a threat to players. It is of their best interest to maintain their overall competitive nature while playing sports, to maintain their status.
As far as Uncertainty Avoidance goes, the Hofstede Centre reveals that Canadians are often “uncertainty accepting”19. This is due in part to Canadian’s openness to new concepts, and new ways of living19.
Power distance is not of great importance to Candaians19. In the business world, bosses and CEO’s often incorporate their employees in making decisions that will benefit the entire company. This is a very important concept, as employees tend to be more engaged in a task if they helped create the task. By incorporating your employees in the decision-making process, you create a group of people who feel needed. This in turn will increase productivity and efficiency of work.
Their lowest score recorded was in the area of Long Term Orientation19. This means that Canadians tend to stick to their old ways of conducting business. It is important to understand the business norms of traditional Canadian business, in order to maximize business meetings.
Education
Education in Canada is very similar to that of the United States. Children conduct grade school from Kindergarten to 12th grade. Canadian government invests a good portion of their funds on educating the next generation20. This will in turn create a generation of individuals who are prepared to take on the business world. Once we become established, we can also help Canadian students fund education. We could give scholarships to potential sports agents who met the requirements we were looking for in a young aspirant. This would in turn better our public perception as a company that cares deeply about their community.
Recommendations
* Building a name * Initially, we would have to convince Canadian athletes that we are genuine. If they think we are in this business strictly for a profit, we will not succeed. * We have to prove to them that we are here to guide each and every player in making their dreams a reality, by providing a positive representation of them outside of the court. * Setting ourselves apart from our competitors. * In order to expand, we must create a need, and prove to our potential clients what we offer is totally and completely better than our competitor. * We can potentially reach that goal by showing the successfulness our company has experienced in the US. * We would then inform them on our efforts to have the same productivity in Canada. * Provide them with facts and statistical knowledge. * Update the latest market developments * Show how we can help them stay current. * We explain how over the past few years, Canada has experienced the largest amount of players to enter the NBA draft in recent memory, and that the market is constantly looking for new talent. * We would also explain how much influence we have in teams signing our players. Even if they were not prepared for the NBA, we would give them alternative league options, such as Euro-leagues, and even their local Canadian leagues. * Create ways to expand our agent personnel within Canada (Sports marketing plan). * This shows that we care about diversity, and the ability to work, and learn from different people in all walks of life. * We would have to make sure all potential employees were certified with a bachelor’s degree, and preferably any type of graduate degree. * We would also have to find the proper area to begin expansion in Canada. * The easiest place to start is Toronto. * Not only is Toronto the largest city in Canada, but there are many U.S. ties there. * This will allow us to grow at a slower, more productive pace.

Below is a picture of the Toronto Raptors Arena
In conclusion, we have given an overview of several aspects of Canada. Understanding the culture and customs will aid us in making smart business decisions. If our company focuses on the way business is conducted in Canada, we will have a better chance of attracting and retaining Canadian players. This in turn will help to expand our brand and aid us in our quest of becoming one of the top sports management companies in the industry. I hope that this information was informative. If you have any questions or concerns, please contact me at (336) 780-0897. Thank you.

Jason Stevens
Director of Marketing

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[ 1 ]. Record 101 international players on opening day rosters (NBA.com) http://www.nba.com/2014/news/10/28/international-players-on-opening-day-rosters-2014-15/
[ 2 ]. Encyclopedia of the Nations (Canada) http://www.nationsencyclopedia.com/economies/Americas/Canada.html [ 3 ]. With NBA players showing way, Canadians aim for Rio in 2016 (NBA.com) http://www.nba.com/2014/news/features/david_aldridge/07/28/morning-tip-canadian-basketball-players-union-new-executive-director-josh-huestis-qa-kendall-marshall/
[ 4 ]. Culture and Customs of Canada (Canada)http://www3.sympatico.ca/dpaulschafer/CultureAndCustomsOfCanada.pdf
[ 5 ]. MegaEssays.com (Canadian-American Relations essays) http://www.megaessays.com/viewpaper/74819.html
[ 6 ]. Benefits of Doing Business in France (Benefits of Doing Business in France) http://www.communicaid.com/cross-cultural-training/blog/benefits-of-doing-business-in-france/#.VT14WEDLOm8 [ 7 ]. www.fiba.com/spain2014 (FIBA.com) http://www.fiba.com/basketballworldcup/2014 [ 8 ]. Doing Business in France: 8 Cultural Cues That Make (or Break) a Deal (International Business Times) tp://www.ibtimes.com/doing-business-france-8-cultural-cues-make-or-break-deal-368258 [ 9 ]. Business Advantages you can gain in Australia (Business Advantages you can gain in Australia) http://www.slideshare.net/SamuelBrown13/business-advantages-you-can-gain-in-australia [ 10 ]. Australia's Wildfires Are Getting Worse Because of Climate Change (Bloomberg.com) http://www.bloomberg.com/bw/articles/2015-01-06/australias-wildfires-are-getting-worse-because-of-climate-change [ 11 ]. http://www.nba.com/2014/news/features/david_aldridge/07/28/morning-tip-canadian-basketball-players-union-new-executive-director-josh-huestis-qa-kendall-marshall/
[ 12 ]. Canada- Language, Culture, Customs and Etiquette (Canada- Language, Culture, Customs and Etiquette) http://www.kwintessential.co.uk/resources/global-etiquette/canada.html [ 13 ]. //www.kwintessential.co.uk/resources/global-etiquette/canada.html
[ 14 ]. Facts & Figures: Family Structure (Facts & Figures: Family Structure) http://www.med.uottawa.ca/sim/data/Families_Canada_e.htm
[ 15 ]. In this section: Business Culture in Canada (Top Tips on Canadian Business Attitudes and Doing Business in Canada) http://www.worldbusinessculture.com/Doing-Business-in-Canada.html
[ 16 ]. Culture and Religion in Canada (Culture and Religion in Canada) http://www.wildcanada.net/culture-and-religion-in-canada.html [ 17 ]. Canadian Workplace Culture (Discover Tourism) http://discovertourism.ca/en/come_work_in_canada/canadian_workplace_culture
[ 18 ]. Canada- Language, Culture, Customs and Etiquette (Canada- Language, Culture, Customs and Etiquette) http://www.kwintessential.co.uk/resources/global-etiquette/canada.html
[ 19 ]. O' Canada (: Verbal and Non-Verbal Communication) http://rodgersm71.blogspot.com/2013/03/verbal-and-non-verbal-communication.html
[ 20 ]. What about Canada? (Canada) http://geert-hofstede.com/canada.html
[ 21 ]. Education In Canada (CAPSI RSS) http://www.caps-i.ca/education-in-canada/
[ 22 ]. MasterPlans (: The Business Plan Experts) http://www.masterplans.com/business-plan-articles/sports-marketing-business-plan