MGSE Presents Perspectives on US Market Entry at BritishAmerican Business Inc Event LONDON—Stephen Esbin, founding Partner of MGSE, was a featured speaker at the BritishAmerican Business Inc's (BABi) Growing Business Forum on April 29. The topic for the presentation was "New Markets - The Transatlantic Breakthrough". BABi of New York and London is the leading transatlantic business organization, dedicated to helping its 800-plus members build and expand their international business. Mr. Esbin addressed the key business issues of US market entry for small and medium size enterprises (SMEs) based in the UK. In his opening remarks, Esbin noted that marketing is about providing good advice and counsel so client organizations can make an informed decision about entering the US market. While he encouraged organizations to conduct their own due diligence, he emphasized, "that good advice can be one inch away from bad advice." Using several case studies as examples of how to evaluate the market and to then develop marketing strategies, Esbin pointed out that, "the barriers to market entry that clients often see can be advantages in disguise." He suggested that marketers define the US market in terms of the perceptions that outsiders have and identified the five barriers that clients mention most about the US - market dynamics, size, demographics, distribution and marketing costs. After providing a brief description of each area, Esbin concluded, "It's not what you know about the US market - it's what you can do with what you know when deciding about US market entry." Richard Stevens, Chairman of the BABi Growing Business Forum, noted that many of the forum's speakers tended to be representatives from UK companies. Mr. Stevens observed that, "It was refreshing for forum attendees to get an American's perspective about how UK organizations can approach the complexities of entering the US market." MGSE, founded in 1999, is based in Santa Monica, California and is a member of the British American Business Council / Los Angeles. The firm, which specializes in developing marketplace evaluations and facilitates market entry, works with small and medium size enterprises in the US, UK and Europe who desire to introduce their products and services to the US market. For more more information, contact Stephen Esbin at stephen@mgse.us. or visit us at http://www.mgse.us BritishAmerican Business Inc (www.babinc.org) of New York and London (BABi) is the leading transatlantic business organisation, dedicated to helping its 800-plus member companies build and expand their international business. BABi provides its members directly with a range of targeted business services focused on business development, business intelligence and networking, and with access to broader business networks in more than 60 other major cities throughout North America and Europe. BABi incorporates the British-American Chamber of Commerce (New York/London) and the American Chamber of Commerce (UK), which merged in September 2000 to create the strongest transatlantic business organisation.