International business development, presented at the International Trade Fair, held on 12/7/12

1. Export Readiness
& Planning

2. Export Readiness & Planning
How do you know you are ready to export?
• One simple way is to take the assessment test
at http://export.gov/begin/assessment.asp
• Self-assess: Use SWOT and/or Porter’s 6
Forces Analysis
• Must Have Conditions & “Nice-to-Have”
Conditions

3. Export Readiness & Planning
“MUST HAVE” CONDITIONS
 Upper Management Buy-In, Commitment
& Realistic Expectations
 Knowledge & Experience producing &
selling product or service
 Sufficient Corporate Infrastructure
 Solid Cash Flow
 Production Capacity & Flexibility to
produce international products or provide
the service

4. Export Readiness & Planning
“NICE-TO-HAVE” CONDITIONS
 International Expertise
 Foreign Language Ability
 Cultural Awareness / Sensitivity
 Travel to Foreign Markets

5. Export Readiness & Planning
Entry Mode
Sales
Partners
Marketing
Finance
HR
Market
Selection
Product
Logistics Selection
Export Plan
Components
Export
Success

6. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 1: Who you are
 Export Readiness Assessment
 Selling successfully in USA?
 Production Capacity?
 Good Cash Flow?
 Committed Management?
 Customer Service Capabilities?
 Cultural Knowledge?
 International Logistics Knowledge?
 International Finance Knowledge?
 Self-Evaluation
 SWOT
 6-Forces Analysis

7. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 2: Where are you going?
 Foreign Market Selection
 Reactive – Celebrate the “occasional” fish
on the line
 Low cost, Easy, Fast
 Late to the party, outsider, follower
 Pro-active – Go after the big fishes with
purpose and strategy
 Secondary, Primary, Qualitative Data
 Suitability Indicators
 Risk Assessment – political, economic,
cultural, legal
 Free Trade Agreements (FTA’s)

8. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 3: How are you going to get in there?
 Entry Mode - It is all about feedback, control,
access & infrastructure
 Indirect
 Direct (with & without investment)
 Joint Venture
 Licensing
 Partner Selection
 EMC’s, Export Agents, Piggybacking
 Commission & Direct Reps, Distributors &
End Users
CUSTOMER SERVICE RULES!!!

9. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 4: What are the other factors?
 Production Selection
 VOC
 International Standards
 Packaging, Labeling, Product Info
 After-market sales support, returns
 Sales Plan
 Prospecting
 Pricing
 Quotes
 Competitors
 Shipping Terms
 Post-Sales Service

10. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 4: What are the other factors?
 HR Plan
 Internal Resources & Capabilities
 External Help
 Training (here & there)
 Financial Plan
 Payment Terms
 Insurance
 Currency & FX
 ROI
 Capital, Costs & Expenses

11. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 4: What are the other factors?
 Logistics Plan
 Methods
 Packaging
 Documentation & Customs
 Carriers
 Insurance
 Regulations & Compliance
 Visibility in transit

12. Export Readiness & Planning
INTERNATIONAL BUSINESS PLAN
Step 5: What are your expectations?
 Set reasonable goals & forecasts
 Develop clear & measurable metrics
 Evaluate your plan periodically
Step 6: Who is doing what and when?
 Write down a plan
 Do your homework
 Begin small & start promptly

13. Export Readiness & Planning
Entry Mode
Sales
Partners
Marketing
Finance
HR
Market
Selection
Product
Logistics Selection
Export Plan
Components
Export
Success

14. Thanks!