1. Export Success Drivers
Alberto Quiroz CITP, P.Eng.
13 October 2015 Alberto Quiroz, P.Eng., CITP

2. Export Success Drivers
10/13/2015 Alberto Quiroz P.Eng., CITP 2
Ability
Attitude
Motivation
Knowledge

3. Assessment of the capabilities
13 October 2015 Alberto Quiroz, P.Eng., CITP
• Is the company successful locally?
• Does the company have a significant brand equity over competitors?
• Does the company have a technological advantage over
competitors?
• Does the company have the capabilities to modify the existing offer
to comply with local regulations?
• Does the company have the production capacity to meet added
demand?
• Does the company have the resources to invest in exporting?

4. Export Success Drivers
10/13/2015 Alberto Quiroz P.Eng., CITP 4
Ability
Attitude
Motivation
Knowledge
•Strategic Assets
•Management skills
•Innovation /Flexibility
•Access to resources

5. Attitude
• Does the company have the innovation and flexibility culture to adapt and
lead in the new market?
• Is the company making a commitment to pursue the market?
• Is Global growth part of the company vision?
• Does the company understand the risks and the mechanisms available for
mitigating these risks?
13 October 2015 Alberto Quiroz, P.Eng., CITP

6. Export Success Drivers
10/13/2015 Alberto Quiroz P.Eng., CITP 6
Ability
Attitude
Motivation
Knowledge
•Strategic Assets
•Management skills
•Innovation /Flexibility
•Access to resources
•Desire and Commitment
•International outlook
•Perception of Risk

7. Motivation
• Does the company have an entrepreneurial spirit?
• Does the company welcome cultural diversity?
• Is the company open to expand its current capabilities?
• Does the company see opportunities in expanding into a new market as a
vehicle to:
– Spread risks?
– Expand sources of revenue?
– Build resiliency for economic downturns?
13 October 2015 Alberto Quiroz, P.Eng., CITP

8. Export Success Drivers
10/13/2015 Alberto Quiroz P.Eng., CITP 8
Ability
Attitude
Motivation
Knowledge
•Strategic Assets
•Management skills
•Innovation /Flexibility
•Access to resources
•Desire and Commitment
•International outlook
•Perception of Risk
•Awareness of opportunities
•Awareness of resources
•Basic knowledge

9. Get to Know the Market
• Understand the industry
• Develop a detailed market research that
identifies:
– The target customers
– Competitors and their offers
– Market dynamics and specifics such as: Regulations,
Average operation costs, customers limitations for
investments, customer preferences etc.
– How the product will be delivered
– How the product will be Installed and serviced
10/13/2015 Alberto Quiroz P.Eng., CITP

10. Export Success Drivers
10/13/2015 Alberto Quiroz P.Eng., CITP 10
Ability
Attitude
Motivation
Knowledge
•Strategic Assets
•Management skills
•Innovation /Flexibility
•Access to resources
•Desire and Commitment
•International outlook
•Perception of Risk
•Awareness of opportunities
•Awareness of resources
•Basic knowledge
•Market research
•Market Entry Plan
•Logistics & Operation
Success

11. Reinforcement & Knowledge transfer
• What positions need to be adapted-created within the company to
provide support?
• How will the new export team will look like?
• What knowledge is missing?
• What will the strategy be?
• Develop the detailed plan to determine the sales channel and the support
structure around it.
• Plan to meet the conditions for project viability, Return on Investment and
cost of ownership
• Ensure customer identifies the product benefits
• Take customer to visit successful installation in similar markets
10/13/2015 Alberto Quiroz P.Eng., CITP

12. Export Success Drivers
10/13/2015 Alberto Quiroz P.Eng., CITP 12
Ability
Attitude
Motivation
Knowledge
•Strategic Assets
•Management skills
•Innovation /Flexibility
•Access to resources
•Desire and Commitment
•International outlook
•Perception of Risk
•Awareness of opportunities
•Awareness of resources
•Basic knowledge
•Market research
•Market Entry Plan
•Logistics & Operation
Success
Reinforcement &
Knowledge transfer