Exporting 101

Darrell Wong
Customer Manager
20th June 2013

New Zealand Trade

and
Enterprise (NZTE)

Government Agency
Work closely with ministries: Economic Development, Ministry
of Foreign Affairs and Trade, Ministry of Science and
Innovation
International market research and partnering
International connectivity and relationship building
Disseminate business information
Skills and training programs
Business capability programs
Identifying and co investing in high growth potential export
projects

NZTE Purpose
Unleash the international
potential of New Zealand
businesses to build the
nations lasting prosperity

NZTE Focus
Our Customers Grow ...
Bigger, Better, Faster

Supporting the internationalisation journey

BETTER BUSINESS
Business Basics
Regional Partners, Training, Mentoring,
Biz 0800, Incubators

Lean Business
Better by Design
Leadership & Performance
GELP, Man+, Business Awards

Capital Solutions

FOUNDATION

MARKET GROWTH

GLOBAL REACH
Channels & Partners
Digital, Channel Strategy

Global Networks
Beachheads, KEA, WCNZ, ICN

Market Services
Research, in-market support

Trade Missions

INTERNATIONALISATION

Strategies.
India, Australia,
USA, Middle
East , ASEAN
Challenge
4:China,
Maximum
international
value

What Does A Customer Manager Do?

Single point of contact and maintain customer
relationship
International market research and partnering
International connectivity and relationship building
Advise regarding business capability and act as
sounding board for customers & owners
Identifying and co investing in high growth potential
export projects

12 Steps to Exporting
1.Identify your Target Market
2.Competitor Analysis
3.Can You Make Any Money?
4.Selecting a Market Entry Model
5.Building Competitive Advantage
6.Manage the Risk
7.Make Sure Your Have the Finance
8.Understanding Compliance
9.Capacity, Capability and Logistics
10.Promotional Plan
11.Pitching Your Business SALES
12.Follow Up

Market Feasibililty

1. Identify your Target Market

2. Competitor Analysis
3. Can You Make Any Money?
4. Selecting a Market Entry Model

1. Identify Your Target Market

All successful companies have had one common factor in developing

products for a market a deep understanding of the market via
RESEARCH

Target Country: Economic, political

stability, tariffs, NTB, FTA, Competition, Proximity, culture, language

Best Target Profile: who is your customer?

Profile? Analyse current customers, be flexible

Key is to clearly define your specific niche &

try to establish a leadership position

Examples of Niches
Hunza premium low voltage outdoor lighting
Flotech - Biogas Upgrading sustainability market
Supreme Steel oilfield services, mining, defence

2. Competitor Analysis
Understanding Your Key Competitors profile,
customers, channels, pricing, products
Attend Tradeshows, talk to distributors etc

3. Can You Make Any Money?

Casflow forecasts sales forecasts, pricing,
set up costs, freight costs etc
Breakeven point

4. Selecting a Market Entry Model

Agents and Distributors
Direct Selling setting up an offshore
office
JVs
Licensing, Franchising etc

Prepare Your Business

5.
6.
7.
8.
9.

Building Competitive Advantage

Manage the Risk
Make Sure Your Have the Finance
Understanding Compliance
Capacity, Capability and Logistics

5. Building Competitive Advantage

Analyse your product / service - USP

SWOT analysis
Validation of product
Brand positioning
Strategic alliances
Barriers for competitors

6. Manage the Risk

1. Business Culture political instability, war, different laws,
culture
2. Financial Risk credit checks, export guarantees,
damaged goods, FOREX, tariffs, customs, bid &
performance bonds etc
3. Dealing with Success unsolicited enquiries
4. Protecting your IP patents, protecting your advantage,
Technology & innovation

7. Make Sure You Have the Finance

Understand the financial requirements
forecast & contingency
Sources of Funding
Debt Funding banks & private institutional
banking
Equity Funding friends & family, angel
investors, venture capitalists, corporate
investors

8. Understanding Compliance
Understand regulations
1. Entry Requirements customs, GST, insurance, HS codes, CCC etc
Barriers to Market Tariffs & duties, Product Stds (CE, UL etc),
product liability, packaging & labelling, bar coding &tracking chips,
country of origin, export documentation etc
2. Cargo Insurance
3. Working Directly in Your Export Market entry requirements,
employment legislation

9. Capacity, Capability and Logistics

Can you deliver? capacity, equipment, staff, materials,
timing etc?
Logistics freighting, transport, storage, insurance,
freight forwarder

Implementation of Strategy
10. Promotional Plan
11.Pitching Your Business SALES
12. Follow Up

10. Promotional Plan

Define your Target Market
Define your Objectives
Define channels to market distributor, agent , direct etc
Brand positioning & Brand story
Strategy - Market visits, Trade Fairs & conferences, PR,
advertising
Budget & Timeline
Implement
Measure & Evaluate

Brandstory - Pure NZ Light

Positioning - Made in NZ,
Engineering, Reliability,
Sustainability

11.Pitching Your Business SALES

Research target customers
Identify pain points & goals
Identify key decision makers
Develop rapport & relationship
Listen, listen, listen!!!! Ask lots of questions.
Value Proposition elevator pitch, tell brand story,
brand positioning
4. Validate and build credibility reference sites
5. Negotiate to overcome barriers provide solutions
6. Closing

1.
2.
3.

12. Follow Up

Plan your follow up in advance

Stay in the Drivers Seat
Adapt and Review stay flexible
Visit the market
Customer Relationships
Channel relationships
It takes Time! Perseverance!
Your staff excellent service, human capital

Thank You
and
Good Luck!