This document discusses strategies for tech startups to internationalize and export. It provides context on why companies export and defines "born global" firms. Born global firms actively enter international markets from founding due to limited resources but strong international outlook. Facilitating globalization and technologies enable this. The document outlines strategies for market selection, approach, positioning and risk management. It introduces Flanders Investment & Trade which supports high-tech companies and their international networks through offices worldwide and expert advisors. FIT provides information, advice, guidance and support to strengthen Flemish competitiveness abroad.

2. TECH STARTUP DAY
Wim Pappaert
Adviseur Exportvaardigheden

3. Introduction

4. Why do companies export?
Seek growth via market diversification
Earn higher profits from lucrative foreign markets
Better serve existing customers who have located abroad
Gain economies of scale in production and marketing
Amortize the costs of product development and marketing across many markets
Obtain new product ideas from foreign settings
Confront competitors more effectively in competitors’ home markets

5. Born Global?
“business organisations that, from
inception, seek to derive significant
competitive advantage from the use of
resources and the sale of outputs in
multiple countries”
Source: Oviatt & McDougall, 1994

6. Born Global Firms
Highly active in international markets from or near founding
Characterized by limited financial and tangible resources
Found across most industries
Managers have a strong international outlook and international entrepreneurial orientation
Often emphasize differentiation strategy
Often emphasize superior product quality
Leverage advanced communications and information technologies
Typically use external, independent intermediaries for distribution in foreign market

7. Facilitating factors
Globalization of markets
Advances in communications and information technologies
Advances in production technologies
Global niche markets
Global networks

8. Strategy?

9. Strategy?

10. Growth strategy
Source: based on Solberg,A Framework for Analysis, 1997

11. Local industry globality
Internal analysis
External analysis
Choice of export market
Market analysis
SWOT
Market approach
Targeting
Positioning
Marketing mix
Risk management
Financial planning
Action plan
Top export countries
Company
Sector
Macro
economic

12. Support

13. Hightech companies are important
Are imbedded in networks of organizations that strenghten each others innovative power
Put our knowledge economy internationally in the picture
Create work and future for our highly skilled people
Strenghten the competitiveness of our region
Shapen and safeguard the future of our economy

14. Support
Quote: Carl Dujardin, CEO Xsysys, 2010
“Nowadays it’s no longer possible - as we did earlier - to learn offshore
competencies by doing. The error margin is too low, the business world is
too complex and competition too big. Starters need to realise very well
what are their own strengths. For the competencies and knowledge they
are lacking, they need to attract experienced partners. This should not
prevent them afterwards – once they have built up the knowledge and
faith – to stand on one’s own again.“

15. International Trade & Foreign Direct
Investment agencies
Brussels Region: Brussels
Invest & Export
Flemish Region: FIT
Walloon Region: AWEX
L'Agence wallonne à
l'Exportation et aux
Investissements étrangers

16. FIT’s International Network
(with partners)
Los Angeles
Mexico City
Atlanta
New YorkChicago
Montreal
Caracas
Lima
Buenos Aires
Santiago
Sao Paulo
Casablanca
Johannesburg
Tripoli
Athene Istanbul
Helsinki St. Petersburg
Moskou
Nizhny Novgorod
Teheran
Beiroet
Caïro
Riyad
Dubai
Bangalore
New Delhi
Peking
Shanghai
Guangzhou
HongkongMumbai
Hanoi
Bangkok
Kuala Lumpur
Singapore
Jakarta
Stockholm
Edinburgh
Oslo
Seoul
Osaka
Dublin
Londen
Rijsel
Den Haag
Parijs
Lyon
Bordeaux
Barcelona
MadridLissabon
Tokio
Sydney
Auckland
Taipei
Kopenhagen
Keulen
Vilnius
Warschau
Poznan
Berlijn
Praag
Wenen
Boedapest
Ljubljana
Milaan
Stuttgart
Zürich
Rome
Kantoren met Lead F.I.T.
Tel Aviv
Manilla
Kantoren met Lead AWEX of BRUSSEL
Abidjan
Algiers Bagdad
Belgrado
Birmingham
Boekarest
Bogota
Bratislava
Damascus
Genève
Havana
Islamabad
Kiev
Kinshasa
Koeweit
Montevideo
München
Nairobi
Sofia
Tasjkent
Toronto
Tunis
Zagreb
- 75 offices world wide (101 with partnering regions)
- HQ in Brussels
- Flemish & local employees
°Flemish Economic Representants,
°Technology Attachés,
°Invest & Trade Deputies

17. Services
information
advice
guidance
support

18. Information

19. Advice

20. Guidance

21. Support

22. Questions?

23. Questions?
WEST
FLANDERS
EAST
FLANDERS
ANTWERP
LIMBURG
FLEMISH BRABANT
Bruges
Ghent
Antwerp
Hasselt
Louvain
Brussels
- 5 offices, one in every Flemish province
- HQ in Brussels
- 1 point of contact for Flemish companies
- 15 experts in international development
- Account Management

24. Koning Albert II-laan 37 | BE-1030 | BRUSSELS | BELGIUM
www.flandersinvestmentandtrade.com | info@fitagency.be
twitter.com/fitagency | twitter.com/InvestFlanders | www.linkedin/groups
FIT
@FITAGENCY
Wim Pappaert
@Wim_Pappaert
Flandersinvestmentandtrade.be