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U.S. Commercial Service
U.S. Department of Commerce
The Basics of Exporting
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Basic Elements for Export
1. Assessing Your Organizational & Product Readiness for Export
2. Market Research & Assessing the Competition
3. Developing an Export Strategy & Marketing Plan - Assessing Market Characteristics
4. Promoting Products In Target Markets
5. Complying with U.S. and Foreign regulations
6. U.S. Commercial Service Assistance for Exporters
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Assessing Your Organizational and Product Readiness
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Evaluating Your Product Readiness
What has contributed to the success of your product or service domestically?
– Does a similar demand exist overseas?
What are the unique features of your products? – Do these features enhance the demand for your product in
certain markets or regions?
Other areas to think about– Labeling changes, altering components or ingredients,
instructions or manuals may need to be translated, ability to provide after sales service or support.
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Organizing For Exporting
A company new to exporting generally treats its export sales the same as domestic sales.
– This is a mistake.
Two key advantages of separating international from domestic business are:
– The centralization of specialized skills needed to deal with international markets.
– A focused effort on export sales.
Separating international from domestic business may be done at different levels in the organization.
– Depending on your firm, some international sales people may specialize by product or by geographical region
Commitment from your firm’s CEO or President is critical to the success of the export initiative.
Market Research & Assessing the Competition
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The Importance of Market Research
Your company may begin exporting without any market research if it receives unsolicited orders from abroad.
– But, you will find even more promising markets by conducting a systematic search.
Businesses that invest time in market research increase their chances of succeeding more cost effectively.
Researching potential markets can help your company by: – Finding where your products are most likely to sell – Identifying market segments and niches – Determining both domestic and international competitors – Discovering how to overcome barriers to market entry – Understanding customers' needs and accommodating as appropriate– Identifying new trends– Determining your price competitiveness
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Market Research Sources
www.export.gov - country and industry specific reports from the U.S. Commercial Service
www.buyusa.gov/eme - Industry specialized reports and bulletins from the U.S. Commercial Service
www.strategis.ic.gc.ca – U.S. and Canadian statistical trade information
www.census.gov
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Fee Based Resources
Harris Selectory On-Line Database Kompass.com On-Line USA Trade Online Statistics BNA Export Reference Guide On-Line Distributor Match
Developing an Export Strategy & Marketing Plan
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Export Plan Content
An export plan should contain the following information.
Executive Summary Export Policy Commitment Statement
– Mission statement
– Objectives of exporting
Background Analysis – Why your company is ready to export
Market Analysis and Implementation Strategy– Identify and rank markets, products, and possible distribution channels
Financial Analysis – Export budget
Addenda – Facts to back up the export plan
• Background data • Research information
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Promoting Products in Target Markets
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Promotion Techniques
Tapping into foreign visitors at domestic shows you may already be exhibiting at
Exhibiting at key foreign trade shows Overseas industry publications Identifying distributors by seeing who other firms with
complimentary products have appointed Working leads and referrals from other overseas distributors Networking thru key international industry associations Holding targeted training or informational seminars in a key
market Promotional Assistance thru U.S. Commercial Service
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Complying with U.S. & Foreign Regulations
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Compliance with U.S. Regulations
Why should you do your homework?– U.S. Export Enforcement fines can be very steep,
even if mistakes are unintentional.
Does your product require an export license?• U.S. Department of Commerce, Bureau of Industry and
Security
http://www.bis.doc.gov • U.S. Department of State, Directorate of Defense Trade
Controls
http://www.pmdtc.org
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Complying with Foreign Regulations and Requirements
Why should you do your homework? • Each country’s requirements may be different. They can also
change without notification. Is product registration required with their ministry?
• Is outside lab testing required? For entry, what documents are required?
• Certificate of Free Sale• Certificate of Origin• Sanitary Certificates• BSE Certificates
– Some of these documents may need to be stamped by their consulate in the U.S.
Consider the market’s regulatory standards• UL, CE, and CCC marks• Labeling
U.S. Commercial Service Assistance for Exporters
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U. S. Department of Commerce Resources
The U.S. Commercial Service is part of the U.S. Department of Commerce, an agency of the United States government.
Our mission:
To promote the export of goods & services from the United States, particularly by small- and medium-sized businesses
To represent U.S. business interests internationally
To help U.S. businesses find qualified international partners
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Trade specialists in over 100 U.S. cities and 83 countries worldwide...
Our Network & What it can do for you
We can...
• Locate international buyers, distributors & agents• Provide expert help at every stage of the export process • Help you to enter new markets faster and more profitably
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US Commercial Service
Business Matchmaking Gold Key Matchmaking International Partner Search International Company Profile
Trade Promotion Events Catalog Exhibitions International Buyer Programs Trade Missions/US Pavilions
Tailor-Made Programs Advocacy Single Company Promotions Business Consulting FUSE (Post web promotion)
Market Research Market Research Library Customized Market Research China Commercial Brief
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How to contact us:
200 E. Las Olas Blvd., Ste. 1600
Ft. Lauderdale, FL 33301
Tel: 954-356-6640
Fax: 954-356-6644
Email: [email protected]
To Locate a US Export Center Near You, Visit: http://www.buyusa.gov/home/us.html
