 Trying to enter the security market? Working to get your product into the United States market?
These were just some of the issues that last month's conference, Market Opportunities in U.S. Homeland Security, addressed.
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Organized by the U.S. law firm of Wolf, Block, Schorr and Solis-Cohen LLP, the conference at Tel Aviv's David Intercontinental Hotel featured three key speakers:
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| |  | Christopher T. Cushing, president of the Commonwealth Group, a Washington D.C. lobbying firm
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James Sheehan, a partner in Wolf Block and former chief counsel to former Pennsylvania Governor Tom Ridge (now head of the U.S. Department of Homeland Security)
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Trendlines' own managing director, Steve Rhodes
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Following opening remarks by Gilead Sher, senior partner at Gilead Sher and Co. Law Offices and an introduction by David Gitlin, head of the Corporate/Securities Practice Group of Wolf, Block, Schorr & Solis-Cohen LLP, the presentation began.
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| Chris Cushing: A Multitude of Opportunities
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Chris Cushing began with a review of three basic things: (1) what a lobbyist is, (2) the role and organization of the Department of Homeland Security, and (3) the opportunities it holds for Israeli companies. He pointed out that because of its structure, there is no single body to approach to present a technology, but rather a multitude of opportunities presented by federal, state, and local agencies. The key to success, he said, is to learn the makeup of the market and identify exactly where you can find an entry point.
As challenging as that sounds, Cushing provided a comprehensive series of links in his presentation that represent the starting point for developing a sound strategy for approaching the U.S. market. (This presentation is a "must have" for anyone serious about the homeland security market.)
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| Jim Sheehan: The spirit of SAFETY
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Jim Sheehan followed with a presentation on the SAFETY (Support Anti-Terrorism by Fostering Effective Technologies) Act — passed as part of the Homeland Security Act of 2002 — to ensure that people are not discouraged from developing and deploying desired technologies for fear of liability.
Before describing details about the Act, Sheehan provided some background information about Tom Ridge, the first U.S. Secretary of the Department of Homeland Security, in order to illustrate the spirit of the Department. Sheehan's presentation focused on two main topics: (1) the terms and provisions of the Act and (2) practical information about the process for obtaining designation and certification.
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| Steve Rhodes: The Path to Market |
 Steve Rhodes' presentation explained the steps needed to be taken by an Israeli company in order to launch a product in the U.S. security market. His presentation explained how to develop a strategy and plan for the marketing effort. Steve emphasized the need to — |
| | | Know your market
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Pay attention to detail
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Develop quality marketing materials
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Deliver a clear message
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| | | Develop internal communications
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The first two presentations meshed with Steve's by presenting elements essential to an overall plan.
For the 110 conference attendees, the presentations were insightful, filled with important information from experts who know and understand the market, and worthwhile.
For anyone in the security business who missed the conference, the presentations provide a great deal of well-presented information that can put you and your product on the successful path in this burgeoning industry. We are happy to help you with any questions you have or challenges you encounter.
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The Trendletter team welcomes your comments.
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Naomi Alper
Senior Project Manager
The Trendlines Group
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