The Green Export Enabler Program (GEEP) aims to enhance the export readiness and global competitiveness of California suppliers of green technologies, specifically focusing on the Chinese market. It offers a comprehensive 7-step approach including competitive audits, export training, and market entry strategies to small and medium-sized enterprises (SMEs). The program is supported by various partners and aims to attract clients by providing a net cost of $0 after offsets, successfully training them for export opportunities in China.

1. Green Export Enabler Program
“Green” Export Enabler Program
Market Development Cooperator Program (MDCP)
3-Year Cooperative Agreement Program
Maurice Kogon, Director
El Camino College
Center for International Trade Development
November, 2009
Award Number: IT09MAS1120006

2. Green Export Enabler Program
GEEP Objectives
For California Suppliers of Green Technologies
• Increase global competitiveness and export readiness
• Increase export skills & competency
• Enter and develop the China market
o Increase market exposure
o Establish effective representation
o Make ongoing export sales
Award Number: IT09MAS1120006

3. Green Export Enabler Program
GEEP Partners & Supporters
• USDOC/ITA/Office of Energy/Environmental Industries
• California USEACs and CITDs
• USFCS China/Hong Kong
• U.S. Export-Import Bank
• California Manufacturing Technology Consulting
• HKTDC & HK Science & Technology Parks Corp.
• Los Angeles Area Chamber of Commerce
• GEEP Facilitators
- Carolyn Brown, (Export Finance)
- Frances Chou (Agent/Distributor Agreements/Contracts)
- Norman Harris (Transportation/Logistics)
- Ashok Sadhwani (Export Compliance, Transaction Support)
- Brett Tarnet (Insurance Brokerage)
Award Number: IT09MAS1120006

4. Green Export Enabler Program
California’s Competitiveness in Green Tech
• More than $3 billion in venture money was invested in CA
clean/tech companies in 2008 – over 57% of all U.S. investment in
the sector.
• CA has the highest number of patents (607) in the solar, wind and
battery industries.
• Energy productivity (total GDP produced per unit of
energy) is 68% higher in CA than for the whole U.S.
• CA generates $2.17 in GDP for every 10,000 BTU of
energy it uses, compared with $1.29 for every 10,000
BTU for the whole U.S.
Award Number: IT09MAS1120006

5. Green Export Enabler Program
Green Export Growth Potential: China
• China not only has enormous needs for cleaner energy, air and
water, but is also the country best able to afford the massive
investment and imports to meet the need.
• Under the Government’s $585 billion Economic
Stimulus Plan, $105 billion alone is slated for rural
area water safety projects, urban wastewater
treatment, key water body pollution control and
ecological environment protection.
• The Government projects an increase in China’s
green technology market from $186 billion in 2010 to
$555 billion in 2020.
Award Number: IT09MAS1120006

6. Green Export Enabler Program
Target “Green” Clients for GEEP
• Suppliers drawn from partner databases
Renewable energy (wind, solar, geothermal, tidal)
o
o Pollution controls (air, water, sewage)
o Energy-efficient building materials
• Primarily SMEs
o Up to 25 per year for full 7-step GEEP service
o Up to 50 per year for 1 or more GEEP services
• Larger Manufacturers
o Take part in GEEP trade events & matchmaking
o To motivate SME client participation
Award Number: IT09MAS1120006

7. Green Export Enabler Program
GEEP 7-Step Deliverables for Clients
• Step 1—Customized Competitive Audit and Consulting
• Step 2—Customized Export Readiness Assessment
• Step 3—Workshops on All Aspects of Exporting
• Step 4—Customized China Entry Strategy & Action Plan
• Step 5—Market Promotion & Matchmaking Events
• Step 6—Representative Office/Showroom in HK
• Step 7—Export Financing & Transaction Support
Award Number: IT09MAS1120006

8. Green Export Enabler Program
Step 1: Customized Competitive
Audit and Consulting
• Objectives
o Conduct full operational review
o Identify specific improvement needs
• Methods
o On-site team visits –ask questions, take notes
o Prepare written audit report (with CD version)
o Review findings with top management
o 4 more consulting hours to conduct SWOTT
o Optional fee-based training, possibly offset by ETP
Award Number: IT09MAS1120006

9. Green Export Enabler Program
Step 2: Export Readiness Assessment
• Objectives
o Identify specific export strengths & weaknesses
o Suggest steps to increase export readiness
• Methods
o Companies take CITD 23-point ERA test
o Immediate report provides feedback
o Identifies export strengths & weaknesses
o Recommends actions to overcome weaknesses
o Review findings with top management
Award Number: IT09MAS1120006

10. Green Export Enabler Program
Step 3: Basic Export Training
• Objectives
o Increase company export knowledge & skills
o Equip companies to meet needs–from getting ready to getting paid
• Methods
o 3-hour group workshops on 8 topics
o Basic export counseling as needed
o Specialized export counseling as needed
Award Number: IT09MAS1120006

11. Green Export Enabler Program
Step 4: China Market Research
• Objectives
o Assess market demand for green technologies
o Assess market competition
o Assess market entry conditions
o Identify potential buyers & distributors
• Methods
o Use CITD website and other databases
o Compile customized market research package
Award Number: IT09MAS1120006

12. Green Export Enabler Program
Step 5: Customized Export Market Plans (EMPs)
• Objectives
o Provide structure/roadmap for China export success
o Tailor to company’s resources/capabilities
• Methods
o Use CITD EMP template
o Identify export objectives/policies/resources
o Identify best market entry strategy for China
o Identify target contacts/customers
o Specify actions and milestones to achieve goals
Award Number: IT09MAS1120006

13. Green Export Enabler Program
Step 6: Export Marketing & Promotion
• Objectives
o Increase China market exposure
o Attract inquiries/leads/orders
• Methods
o Develop/promote company websites
o Register in CITD and other export directories
o Take part in GEEP-organized trade events
Award Number: IT09MAS1120006

14. Green Export Enabler Program
Step 7: Matchmaking & Transaction Support
• Objectives
o Identify/select best overseas representatives
o Support overseas representatives
• Methods
o CITD/Partner importer/distributor lists
o CITD/Partner rep-find services
o Careful screening to avoid traps
o Model agent/distributor agreements
o Legal assistance
o Guidance through 1st transaction
Award Number: IT09MAS1120006

15. Green Export Enabler Program
China Market Entry Incubator
Global Technology Center
• GEEP clients can lease low-cost space at the Global Technology Center in the
Hong Kong Science Park to facilitate China market entry and expansion.
• Those that choose this “home-away-from-home” option, on either a short-or
long term basis, will get help to:
• Identify and build relationships with potential partners
• Host training sessions and media events
• Conduct in-country market research
• Establish a long-term presence for market expansion
Award Number: IT09MAS1120006

16. Green Export Enabler Program
GEEP Costs, Benefits, and Outcomes for Clients
Net cost to GEEP clients: $0
• Up-front client registration fee $1,000
• Client costs defrayed by GEEP $1,500
• Market value of competitive assessment $1,000
Benefits/Outcomes: 25 GEEP clients per year
• Made fully export trained & ready to export
• Know their best markets and entry strategies for China
• Have a manageable export market plan
• Have exposure in the China markets
• Appoint distributors in China
• Hire additional workers to meet export demand
Award Number: IT09MAS1120006

17. Green Export Enabler Program
Thank you!
Kerry L. Bonner, GEEP Manager
El Camino College Business Training Center
Center for International Trade Development
13430 Hawthorne Blvd.
Hawthorne, CA 90250
310-973-3161
kbonner@elcamino.edu
www.GreenExport.org
www.GreenTechExport.org
Award Number: IT09MAS1120006