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Foreign Market Selection: Best Practices from the Florida SBDC Network Export Marketing
Plan Program
Presented by Katie Arroyo, Florida SBDC at UNF
Deborah Bernard Lanford of Florida SBDC at PBSC Selma Canas, Florida SBDC at USF
30th Annual ConferenceSpokane, Washington
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Overview
Speaker Intros
Florida SBDC Network International Services
Export Marketing Plan Overview
Plan Development Methods
Choosing Indicators
Results
Best Practices30th Annual Conference Spokane,
Washington 2
FSBDC International Services
• One-on-One, no cost, confidential consulting
• Export Marketing Plan Service
• International Trade Training• The Basics• International Trade Master Series• Export University with U.S. Commercial Service• “Doing Business In..” series
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The EMP Program
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A Tremendous Value• Street Value: $20,000-$25,000
• EMP Program Price: $4,000
• Enterprise Florida Scholarship: $3,500
• Cost to the Business: $500
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The EMP Program
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Export Marketing Plan Service
4 CONSULTANTS IN THE FLORIDA SBDC NETWORK
DELIVERED 23 EMPS FIRST STEP GRANTS AWARDEDFLORIDA SBDC BEGINS EMP PROGRAM
55 CGBPs IN FLORIDA SBDC NETWORK
138 PLANS DELIVERED, 40 TRADE SHOWS/MISSIONS ATTENDED
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Export Marketing Plan Service
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Export Marketing Plan Service
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Export Marketing Plan Service
The 2016 President’s E-Award for Export Assistance
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Export Marketing Plan Service
Medical Manufacturer Utilizes Export Marketing Plan for
Expansion Plans
"I find that the SBDC is a very professional organization with deep data and market research tools that support our business."
- John A. Hartnett, III VP - Global Business Development
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Export Marketing Plan Service
Reactive Strategic Profitable
• Company SWOT Analysis
• Industry Breakdown
• Competition Evaluation
• Target Market Opportunities
• Country Recommendations
• Tariff and VAT Breakdown
• Market Entry Methods
• Action Plan
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How to Qualify• 2 years in business
• 5 employees
• Over $500,000 in annual revenue
• Florida manufacturer or professional service provider
• 51% US Content
• New-to-export or infrequent exporters30th Annual Conference Spokane,
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Methods Change Over Time
High level, academic strategic and practical
General analysis customized, quantitative foreign market analysis
International Marketing Metrics tool customized indicator spreadsheets
Statewide investment in subscription-based foreign market analysis databases
More engagement with clients as they attend Trade Shows and Trade Missions
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Finding the Right Indicators
Need to understand the company, product/services, applications/uses, target markets
XYZ: LEED Certification, Sustainable Materials, Stormwater and Drainage Solutions
Indicators 6 and World Green Building Trends Indicator 3 and 4
Need to understand the industry in the U.S. and Globally IbisWorld, FirstResearch, MarketLine, Freedonia, Mintel, ICON Group,
Euromonitor, etc. IbisWorld: links to additional information on industry (p.22) Key External Drivers (p.24) ITA’s Top Markets Reports – Environmental Technologies (p.63)
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Finding the Right Indicators
Does the company need local supply of inputs? Tire Recycling (p.46) Indicator 5
What are the trade flows for the product WISER World Database, UN Comtrade Indicators 1 and 2
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Finding the Right Indicators
Standard IndicatorsEase of Doing Business Index Free Trade AgreementsCountry Credit RiskGDP and Urban PopulationEXIM Bank Support
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Finding the Right Indicators
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Finding the Right Indicators
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The Results
Trade Shows Client attended Medica in Germany and obtained over 60 good leads Used EMP to prioritize leads based on top markets
Trade Missions Dec 2016 to Santo Domingo, DomRep | 4 EMP clients attended
Outdoor Cushion manufacturer – solid lead for Punta Cana resort Outdoor Sign Restoration Service – negotiating a contract
May 2016 to Mexico City, Mexico | 2 EMP clients attended Auto parts manufacturer obtained solid leads and made a 2nd trip in Feb 2017
Oct 2015 to Toronto, Canada | 2 EMP clients attended Agriculture equipment manufacturer obtained solid leads
Dec 2014 to Santiago, Chile | 2 EMP clients attended Auto parts manufacturer obtained solid leads and purchase orders
Feb 2014 to Santo Domingo, DR | 2 EMP clients attended
Cosmetics manufacturer signed contract for $110,000 during trip, returned for Trade Winds event30th Annual Conference Spokane, Washington 20
Best Practices
Let the data speak for itself and don’t recommend markets
Schedule a follow up meeting 10-15 days after EMP presentation Client should’ve reviewed/analyzed plan and chosen top 3-5 markets Provide country specific research as needed and to stay engaged
Provide a country profile report if client will be attending a trade mission Country facts, geography, languages, culture, customs, typical
food/beverages, how to do business in that country, etc.
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QuestionsKatie [email protected]
Selma [email protected]
Debbie [email protected]
http://www.sbdc.unf.edu/30th Annual Conference Spokane,
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Thank You!
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