Developing a sound business plan for export
An export strategy is an essential component of your business plan. Keep it simple, but make sure everyone in the company involved in achieving export results is aware of the plan and has a sense of engagement with it.
Why have an export strategy?
Developing a sound export strategy helps you define your export aims and match your resources to those aims. Your export strategy will help you manage the market sectors you have identified as core business. Focusing your resources enables you to provide quality responses and service to your new export customers.
A well-developed export strategy will help in dealing with a range of service providers. It singles you out as a company that has well-developed, realistic goals and programs designed to achieve them.
Incorporating exports in your business plan
An export strategy must be integrated with your company’s overall business plan. Align export activities with daily operations and avoid any conflicts between your domestic and international activities.
Understand the areas where you have a strong competitive advantage. These areas may include your technology, your staff or business systems. Determine how best to use them to achieve your export goals. Also identify any weaknesses.
What are the key elements of an export strategy?
Bring your key export goals into sharp focus – so you know exactly where to aim your efforts. Particular aims could include reducing seasonal demand swings, reducing fixed costs, fully realising production capacity, accessing new technology, consolidating your international reputation or matching the performance of your domestic competitors who are already selling offshore. There are excellent export planning tools available online – see the list of websites below.
Use some simple scenarios
Assess the outlook for your business in the UK and EU market. What are the constraints on your export growth? Apply three simple scenarios from low growth and intense competition to a high growth situation. Prepare yourself for a range of marketing contingencies to help assure yourself of your company’s ability to meet varying levels of resource commitment and market demand.
It’s not complex
The best export strategy is concise and simple. It involves on-going discipline to assess why your company should export and how you will achieve your goals. Make sure your objectives are clear and that all staff involved in export contribute to the strategy.