Export Basics - NKU Intl Business Ctr

Export BasicsGetting Started: What You Should Know

Pete HealyCrowbar Marketing

Innovationists International

Northern Kentucky UniversityInternational Business Center

December 2009

Crowbar Marketingwww.CrowbarMarketing.comwww.TheInnovationists.com

Our “Concorde” Agenda

First Of All: Why Export?

Are You Export-Ready?

Basic Market Research

Common Export Terminology

Recommended Resources


Why Export?

Quantitative:

Sales opportunities!The 95/5 reality

Offset domestic volatilityDon’t forget seasonality

Raise operating efficiencies, reduce costs


Why Export?

Qualitative:

Brand awareness & reputationEven bigger in digital media age

Expanded business partnershipsDistribution, manufacturing

ExpertiseStraight-line growth or expansion into licensing, etc.


Why Export?

End Result:

A competitive edge!









Are You Export-ready?

The essentials:

Senior management commitment

Knowing your product

Cash flow & room for investment

Production capacity & ability to produce international products



The essentials:

Senior management commitmentWhat payback periods: Capital expenditures, marketing spend?

How to allocate resources & overhead? (staffing, materials)

Comfort level: Risk vs. reward?

Export strategy Business goals



The essentials:

Knowing your productWhy do customers need your product?

Your competitive advantage: Brand image, quality, features, price?...

Your distribution channels?

Export strategy Business goals



Your turn –

Cash flow & room for investment

Production capacity & ability to produce international products










Does it even matter if “they” come to you?

Yes! Get the jump on competition:

Central Intelligence Agencyhttps://www.cia.gov/library/publications/the-world-factbook/geos/ee.html

US Dept of Commerce / Int’l Trade Administrationhttp://www.trade.gov/cs/index.asp

US Dept of Agriculture / Foreign Agricultural Servicehttp://www.fas.usda.gov/markettradedata.asp

Produce Marketing Associationhttp://www.pma.com/cig/intl/internationalMarkets.cfm

Other trade/industry associations









Management questions:

Stable political system?

Stable economy, exchange rate?

Intellectual Property protections?

Anti-American sentiment?

US Commercial Attaches available?

Tariffs or NTTBs on imports?

Licenses, regulatory requirements?



Marketing questions:

Already a market there for your product? What price range?

Annual sales volume?

Largest market-share holders?

Channels of distribution, Channel member expectations?

Advertising: Types, spend, restrictions?

Branding: Positioning of top brands?










“Cost” vs. “Price”

Terms of Sale

Terms of Delivery

Terms of Payment

Letters of Credit

Documentary Collections

Freight forwarders/Carriers










NKU International Business Center http://www.nku.edu/~cob/institutes/ibc/index.php

NKITA (NKY International Trade Association) http://www.nkychamber.com/cwt/external/WCPages/business/international.aspx

Kentucky World Trade Center http://www.kwtc.org/

US Dept of Commerce (International Trade Administration) http://www.trade.gov/cs/index.asphttp://www.export.gov/

US Dept of Agriculture (Foreign Agricultural Service) http://www.fas.usda.gov/

Central Intelligence Agency https://www.cia.gov/library/publications/the-world-factbook/geos/ee.html

UNZ & Company http://www.unzco.com/index.htm


Pete Healy• Pete Healy introduced wine coolers to Japan in the early 1980s, and has been involved in

international business every since. Widely regarded for his work in international, strategic, and digital marketing, Pete’s work includes:

• International launch or expansion of client brands such as Lindsay Olives, Wente Wines and Phillips Farms;

• Development of Jelly Belly® jelly beans as an international brand with distribution around the world;

• Advising to Perfetti Van Melle marketing managers in The Netherlands, India, and other countries on Mentos® marketing strategies in the US;

• Workshops and classes on international sales and marketing strategies for the US Department of Commerce, the Foreign Agricultural Service of the USDA, University of California Berkeley, and the National Confectioners Association;

• Seminars on international payment methods, logistics, and export licensing for UNZ & Company, the Small Business Administration, and others;

• Consulting to Silicon Valley manufacturers on export licensing and international logistics.

• Pete is currently Director of Crowbar Marketing (www.CrowbarMarketing.com) and a founding partner of Innovationists International (www.TheInnovationists.com). He is president-elect of the Cincinnati chapter of the American Marketing Association for 2009-2010, and can be found at www.LinkedIn.com/in/PeteHealyKY. Formerly a resident of Sapporo, Japan, and the San Francisco Bay Area, Pete now lives in Northern Kentucky.

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Export Basics - NKU Intl Business Ctr