Developing Your Products And Services presentations from the ExploreExport 2014 event on 10 November 2014 at Murrayfield Stadium in Edinburgh.

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ExploreExport
2014
Murrayfield Stadium
Edinburgh
Monday, 10 November 2014

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Developing your Products and Services for International Markets

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Morag Eaton
Innovation Specialist
Scottish Enterprise
&
Charles Broadfoot
Innovation Specialist
Scottish Enterprise

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Why should exporting be considered?
Is there a demand?
When to consider?
What are the language impacts?
What are the regulatory impacts?
How can Scottish Enterprise help?
Product development for exporting

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Key component of strategy for profitable business growth
Why should exporting be considered?
Market Penetration
Product Development
Market Development
Diversification
Existing
New
New
Existing
Products
Markets
Ansoff Matrix

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Market research identified an opportunity
Enquiries from other countries received
How does this fit with company and innovation strategy?
How realistic is the opportunity?
Tradeshows, Global Scots
Scottish Enterprise research service
International students
Pilot minimum viable product
Would crowdfunding be appropriate?
Is there a demand?

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Initial product design, what is the impact of ........
business environment?
language?
regulations?
culture?
Understand and document the requirements
Implement at the appropriate times
It is never too late for a viable opportunity but .....
costs will be higher
it will take longer
When to consider?

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Product design
More space required for words eg German
Left to right writing not right to left
English speaking country eg Australia, North America
What about American spelling?
Is there a terminology difference ? Sweets – Candies
User guides, buttons, website translations
Business language is English eg India
For a business product English may be acceptable
United Arab Emirates, labels in Arabic but discussions in English
What are the language impacts?
or

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Language Examples
Ryan & O’Donnell – Irish Dance Shoes
Same style sold internationally
Promoted through Irish, US and Canadian competitions
International shipping from website
Sumdog – free educational games
For US, Maths changed to Math
Reports formatted to UK or US curriculum
School competitions used for US promotion
Office recently opened in US

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Regulations depend on product type and industry
Physical product - eg CE mark EU, UL/CSA for N. America
Medical devices - eg US FDA, Japan
Software, services
Tax rates eg VAT equivalent
Cultural eg different education systems
Privacy, data security
Food – restricted ingredients eg Ponceau 4R banned in Canada
Intellectual Property – do you have freedom to operate?
Trademarks, patents, logos ......
What are the regulatory impacts?

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Regulatory example
Edesix body worn video cameras
Designed for international use from day 1
Launched initially in the UK
Currently running an international pilot

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Existing relationship with Scottish Enterprise or Business Gateway – contact your advisor
Contact Scottish enterprise - 0845 607 8787
http://www.scottish-enterprise.com/services/do-business-outside-scotland
R&D Approaches
http://www.scottish-enterprise.com/knowledge-hub/articles/guide/new-approaches-to-r-and-d
Innovation Support – review of your project by an Innovation Specialist
http://www.scottish-enterprise.com/services/develop-new-products-and-services/innovation- support/overview
Make it to Market – grant to support market assessment or product development for export
http://www.scottish-enterprise.com/services/do-business-outside-scotland/make-it-to-market- grant/overview
Networking, Knowledge – SE Events
http://www.scottish-enterprise.com/events
How can Scottish Enterprise help?

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Q & A
Panel Session

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Book an appointment with an Export Advisor to get you started. Email: international@scotent.co.uk
Telephone: 0800 0191 953
Events: http://www.scottish.enterprise.com/events
Newsletter sign-up: https://www.scottish-enterprise.com/subscribe
NEXT STEPS – TALK TO SDI

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End of seminar
Thank you!