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"Sierra Asia delivers. For us in China, they brought access, built bridges, developed commanding positions and accelerated accomplishment in China... and we have been working successfully in China for over a decade.""
Patrick Jenevein
Tang Energy Group

"Lee guided us through the ins and outs of the Chinese business and entertainment world, allowing us to avoid many of the common mistakes newcomers to China make."
Robert Nederlander
Jr. President
Nederlander Worldwide Entertainment

"I am particularly impressed with Paula's ability to connect with senior Chinese clients. Her proven track record in adapting and excelling in new business environments and her abilities to understand, appreciate and leverage unique cultural intricacies and nuances will be of particular value to her clients."
Charles Li
JP Morgan, China

"Lee Sands was essential to our efforts to establish the first sanctioned Cooperative Joint Venture in the highly sensitive youth culture oriented music business in China. The depth of his cultural awareness, linguistic skills and familiarity with Chinese Government personnel and process were the practical key to our success in our market entry strategy."
John Dolan
Former Senior Vice President of Business Development
Sony Music

Lee's "tenacity and street smarts win raves from U.S. business."
Business Week

Lee was commended for "developing a negotiating strategy for persuading China to drop a range of restrictions on foreign companies, and to phase out protection for state-run industries."
The New York Times

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Creating China's First Live Entertainment Company


A leading U.S. entertainment company wished to enter the live entertainment business in China and needed to raise start-up money to launch their endeavor.


Although our client was a dominant force in its home market, it faced local Chinese regulations and practices that were substantially different. Moreover, no international company had yet been allowed to enter this segment of China's cultural market on its own. To overcome this challenge, our client sought a joint venture with a local company.


Market Knowledge
We educated our client about local market practices and introduced company executives to critical stakeholders, including public and private sector market participants and key regulators and government entities.

Local Partner
We investigated existing local market participants and identified a private enterprise with significant related experience. We then assisted in negotiating a joint venture agreement with a common purpose as its foundation.

Capital Raising
We helped our client position its story, define its market access and expansion strategy, and analyze the local market's historical performance. We then approached investors experienced in the cultural sector and explained to them the company's concept and strategy.

We assisted our client in obtaining government approvals and provided ongoing advice regarding government regulations. We also assisted in the negotiation of contracts with state-owned enterprises, including theatre owner/operators and municipal officials.

We introduced our client to regulatory decision-makers in their sector as well as to key circles of influence and forged close relationships between our client and the decision-makers.

Ongoing Management
Once initial funding and the joint venture agreements were fully executed, we served as advisors to the international partner and helped the two partners iron out difficulties that arose in working together. We also helped negotiate contracts with local service providers and supplied ongoing strategic advice concerning the venture. Moreover, Sierra Asia senior managers continued to leverage our relationships with local officials to ensure the inaugural project was well-received in the marketplace.

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