Deirdre McPartlin is a Senior Advisor in Enterprise Ireland’s Brexit Unit. Prior to that she worked for three years in Enterprise Ireland Engineering Department. Deirdre has over 15 years experience helping Irish companies understand, access and penetrate the German, Austrian and Swiss markets.

1. European Opportunities for
Export
Deirdre McPartlin
Letterkenny, 10 March 2017

2. Global Ambition
If you’ve got the ambition we'll
help you take it global.
Enterprise Ireland’s role
Driving the growth of Irish industry
• Support 5,000 Irish owned businesses
across all sectors of manufacturing and
internationally traded services
• Responsibility for FDI in food
• Mandate to drive collaboration and
commercialisation of state-funded research
• 32 international offices
• 9 regional offices

3. Exports +€5bn to
€26bn p.a
67% outside UK
+60,000 new Jobs
Sustain existing
+50% R&D Spend
€1.25bn p.a.
+€4bn to €27bn Spend
in Economy p.a.
What success looks like
in 2020
Greater scale in Irish enterprise
– at company, market, sector
and regional level
Strategic shift in
the global footprint
– in markets outside the UK
Unprecedented contribution
by Irish enterprise to powering
the Irish economy

4. • Dependency on UK market – possible market contraction and price pressures
• Currency – impact on profits; delayed decision making due to uncertainty
• Customers – Brexit will also impact your customers
• Competition – expect new and increased competition
• Supply chain – impact on cost, certainty and quality
• Transport and logistics – established transport routes may no longer be optimal
• Regulations and standards – may change for exporting to and importing from UK
• Customs, tariffs and taxation – may see an increase in administration, cost and time
• Movement of people – possible restrictions
Are you Brexit Ready?
Nine areas of exposure

5. Competitiveness
Innovation
and R&D
Financial
Management
Expanding Reach
Four building blocks
Optimising people,
equipment,
technology, and
information in
sourcing, production
and delivery of goods
and services
Development of
better solutions (new
or improved products
services or processes)
to provide a strong
competitive edge
Diversifying into new
international markets
and new market
segments within the
UK and elsewhere
Tracking and
management of assets,
income and expenditure
in parallel with the
development of strategic
plans for cost
management, revenue
generation and funding.

6. Expanding Reach
Diversifying into new international markets and new market segments within the UK and elsewhere
Expanding your reach
Research
and select
new markets
Validate the
opportunity
Enter
market and
build

7. Sector Patterns in Expanding Export Footprint
• Software/ICT
• Agricultural Machinery
• Sub-Supply
• Construction Products
• Construction & Engineering
Services
• Food
• Consumer Goods
• Lifesciences

8. Some Market Opportunities
• Benelux:
• NL a viable alternative to UK – closeness in taste, culture etc
• Proctor & Gamble test all consumer products in Belgium (Walloon and
Flanders provide insights into German and French tastes)
• Strong construction & engineering footprint from Ireland for pharma sector –
emerging opportunities in Biotech, Datacentres and Food Processing
• Antwerp and Rotterdam continue to expand as major Transport & Logistics
hubs for companies with relevant solutions
• Opportunities for agriculture solutions – NL is second largest agri-food
exporter
• Netherlands a leader in digital and creative sectors – opportunities for
Ireland’s talent management cluster

9. • Nordics:
• Sweden ranked most innovative country in Europe, followed by Denmark and
Finland
• This makes it an IoT hotbed (4x more connected devices than anywhere else)
• Fintech – banks trying to identify how to future proof their businesses in
changing world. Have a track record as early adopters
• Automotive – Volvo, Scandia, MAN etc
• High tech construction – Data centres, emerging pharma opportunities
• “Unicorn” hotbed – opportunities for talent management cluster to service
this sector
• Med-tech & digital healthcare – 10 major hospital projects in pipeline
• France:
• Paris as reinvigorated Finance Centre post Brexit
• Rail Infrastructure
• Elon Musk – Hyperloop
• Digital opportunities

10. • Germany, Austria, Switzerland:
• Agritech – increased drive towards farm mechanization
• Fintech – Frankfurt and Zurich already major financial centres. 20k new jobs
expected for Frankfurt post Brexit
• Digital – Berlin acknowledged as European tech capital
• Construction – strong growth. Datacentres & smart home important niche
opportunities

11. How do we determine most attractive market?
• What is the market size (for my products)?
• Is the market growing? At what speed?
• Are prospects investing in new projects? What is the appetite to
spend?
• How competitive is it – how many players are in our space?
• Is our value proposition as strong here as it is in existing markets?
• How does pricing compare to markets we are currently in?
• What is the business culture – can we adapt to it?
• Are market conditions stable (political, economic, regulatory)?

12. Which markets are accessible for us?
• Do we have existing contacts in-market?
• Do some of our existing customers have a presence there?
• Is flight connectivity/frequency an advantage?
• What are the barriers to entry? Can they be easily overcome?
• Do our products/service need to be adapted? What effort is required
and is it sustainable?
• Will language be a significant barrier?

13. Expanding Reach
Diversifying into new international markets and new market segments within the UK and elsewhere
The Journey
Research
and select
new markets
Validate the
opportunity
Enter
market and
build

14. The Critical Factors for Export Success…
…and the nuances
of these for
success in Europe

15. Expanding Reach
Diversifying into new international markets and new
market segments within the UK and elsewhere
Expanding your reach
EI Supports
• Market Research Centre
• Sales and marketing
programmes
• Mentors
• Overseas network
• Tools to validate opportunity
• Feasibility funding
• Market study visits
• Funding for business
development, e-
marketing
• Trade missions
Research
and select
new markets
Validate the
opportunity
Enter
market and
build

16. Accessing EI supports
• Guide will be available to all to assist in
examining exposure to Brexit
• Suite of financial and non-financial supports
for EI clients
• Depending on stage of development use
diagnostic tools to assess and prioritise needs
• Access and further information via your usual
EI contact point or use DA finder on
https://www.enterprise-
ireland.com/en/About-Us/Our-People/
• LEO clients should contact local LEO office
We helped them rise
to another level.