UKTI prepares Sesame Access for success

Fast facts Company: Sesame Access Systems Ltd Industry: Engineering invisible wheelchair access solutions Target Market: France UKTI Services: Passport to Export, Significant Assistance www.sesameaccess.com

Sesame Access lift at Bentinck Street, London

UK Trade & Investment (UKTI) is on hand to support Sesame Access Systems Ltd along the way as the company plans its expansion into overseas markets. Sesame Access Systems Ltd was started by retired hydraulic engineer Charlie Lyons in 1997. He heard from a friends wife how difficult it was for her to gain access into buildings in her wheelchair, especially Listed Buildings. Charlie decided to invent a wheelchair access system that was practical, discreet and aesthetically protected the architectural significance of the buildings. So he designed and engineered a system of retracting stair lifts and invisible platform lifts access that would blend into their surroundings. One of the companys first installations was at the Institution of Civil Engineers in Westminster, London. There are two Sesame Access lifts there, one fitted into stone steps outside the building and one into marble steps inside.

Other Sesame lifts followed at venues including the Barbican Centre, the University of Cambridge and Kensington Palace. In recent years, Charlie has been joined by his son Steven and daughter Alison, making Sesame Access a family-run business. It has 15 employees and will be installing its 100th lift this summer. Wheelchair access solutions that were on the market 15 years ago were out of character with listed and prestigious buildings, says Alison, Director of Commercial Development at Sesame Access Systems Ltd. Architects wanted an alternative solution that better suited the architectural merit of buildings. People in wheelchairs wanted a stylish, no-fuss access system which they could control. By creating bespoke systems designed specifically with their end location in mind, we are providing a practical, aesthetically attractive solution thats in keeping with its surroundings. Identifying new markets Keen to maximise its potential both at home and overseas, in October

2012, Sesame Access joined Growth Accelerator. Through this innovative, 200 million programme, private sector businesses experts and Government work together to help Englands brightest companies to achieve their ambition. A Growth Accelerator mentor linked the company with UKTI, and in September 2013 it joined Passport to Export, the UKTI programme that helps businesses to prepare for international markets. UKTI seminars and advice from an International Trade Adviser (ITA) have helped Sesame Access to understand aspects of exporting such as the costs involved and how to approach new markets. In October 2013, Alison attended a UKTI event called Meet the Heads of Trade in October 2013 where heads of trade from British Embassies around the world were available to discuss the markets in which they work. We want to become the Rolls Royce of the lift world, a name synonymous with innovation, quality and credibility, says Alison.

 Theres so much to think about when exporting, but UKTI is helping us to develop a structured, methodical approach. Their support has been invaluable
Alison Lyons, Director of Commercial Development at Sesame Access Systems Ltd

Helping you to do business abroad Doing business in another country can be a challenge, so its good to know that UK Trade & Investment is there to help you succeed. Through a range of unique services, including participation at selected trade fairs, overseas missions and providing bespoke market intelligence, UK Trade & Investment can help you crack foreign markets and quickly get to grips with regulations and business practices overseas. Through our Passport to Export programme we offer new and inexperienced exporters: Free capability assessments Support in visiting potential markets Mentoring from a local export professional Free action plans Customised and subsidised training Ongoing support once youre up and running UKTI was delighted to support Sesame Access Systems Ltd in its business overseas. To find an adviser in your chosen market and begin your own success story now, scan this code with your smartphone, visit www.ukti.gov.uk, or email enquiries@ukti.gsi.gov.uk UK Trade & Investment is the Government Department that helps UK-based companies succeed in the global economy. We also help overseas companies bring their high-quality investment to the UKs dynamic economy. We provide companies with the tools they require to be competitive on the world stage.

Its crucial for us to get our brand out there, not just in the UK but overseas as well. Our ITA is incredibly helpful and supportive. His coaching has been key to us having the confidence to approach new markets. Its not easy to keep up with all the opportunities out there for promoting your business, whilst going about the day-to-day management of your company. Our ITA makes sure we dont miss out, and weve found the events hes recommended to us to be very useful. Getting organised The UKTI Head of Trade from France was very enthusiastic about the potential for Sesame Access there. The company had already installed one of its systems at Sotherbys in Paris, across the road from the British Embassy. With this local showcase available for potential customers to see in action, and given the closeness of France to the UK, it decided to focus its initial efforts here. UKTI in France offered an Embassy function room for an official launch, which is due to take place in September 2014. Alison is already working closely with UKTI there on the arrangements. Although not yet officially launched in France, Sesame Access has recently secured another contract with a major hotel in Paris. Meanwhile, in the run up to the launch event, the company is working to improve the search engine optimisation of its website. Next month it plans to use UKTIs Export Communications Review to make sure that its promotional materials are suited to the French market. Following that, it will commission an Overseas Market Introduction Service (OMIS), asking the UKTI team in Paris to identify relevant contacts to invite to the launch event. Theres so much to think about when exporting, but UKTI is helping us to develop a structured, methodical approach, says Alison. Their support has been invaluable: theyve introduced us to key people that we would have had a hard time meeting otherwise; given us match-funding towards overseas

trips and I am applying for financial help towards the cost of a website review; and when the invitations to our launch go out with the Embassy crest on them, this will impress people in a way that we simply couldnt with a cold call from the UK. Seeing the government support available for companies like ours makes you proud to be British. We will certainly continue to work with UKTI to grow our business in overseas markets. Top tips for working in France We have closely linked economies and similar markets but there is no doubt there are differences in our business culture. Here are our top tips to help you make your business visit a success. French business culture is still relatively formal Appearance is important dress smartly Address people with Monsieur or Madame followed by their surname. Use their first names only when invited Relationship building is important. Build up a matrix of friends and contacts Lunches and dinners are good relationship building opportunities. Much of France stops work between midday and 2pm Dont be scared to express confrontational ideas or engage in rigorous debate Use logical arguments rather than the hard sell in your presentations Negotiations can be lengthy due to hierarchical business structures The French tend to focus on longterm objectives French companies take time over decisions and an important part of their decision making is to examine a problem or proposition from every angle.

Published April 2014 by UK Trade & Investment Crown Copyright