Here’s the good news – there are lots of excellent resources available to help you prepare your export marketing plan. But, why have a plan, you ask? Because it will provide the details you need to stay on track, is easier to share with the team, and allows you to refer to your exporting strategy throughout the process with a clear understanding of what is required.
What should your marketing plan include?
Research – Where are the largest and fastest growing markets for your product? What are the trends and outlooks? What are the market conditions and practices? What are the competing firms and products?
Export information – Which countries will be the most accessible for your product or service? What are the emerging markets and what is the sustainability of these markets? What are the economic growth forecasts? Are there any incentives for exporting to certain countries? Any barriers?
Targets and trends – What are the wages, age, gender and other qualities that affect consumer behavior abroad? How do your competitors deal with the market overseas? What are the cultural, religious, regional and political behaviors and beliefs? How will these impact your market position overseas?
Don’t get overwhelmed, there are lots of places to get this information including first-hand consulting and plenty of free or low cost training options available. Here are just a few:
- U.S. Commercial Service – The Trade Information Center (TIC) provides plenty of information about government export programs including NAFTA (North American Free Trade Agreement) and other FTA’s (Free Trade Agreements). You can call them directly at 800-USA-TRADE to speak to a specialist.
- Small Business Association (SBA) – The SBA has export training tools and resources that you can research online. Also included are the success stories of other small businesses to help you model your approach. You can find out more at www.sba.gov
- Central Intelligence Agency (yes, that CIA) – Produced annually, the World Fact Book provides country by country data on demographics, economics, communications and defense. You can order a print version of the book by calling (202) 512-1800 or going online to www.cia.gov/cia/publications/factbook
- U.S. Department of Commerce – Via the Census Bureau, the Department of Commerce collects and analyzes worldwide demographic information. You can pull information specific to any country in concise documents full of great information. Call to order a print version at (202) 512-1800 or online at www.census.gov/ipc/www/idb
- U.S. Department of Agriculture/Foreign Agriculture Service (FAS) – Lots of information and usually the first point of contact for the agri-business industry. From answering questions to export counseling, from trade show information to trade delegations, the FAS can provide country and commodity specific foreign market information reports. Go online to www.fas.usda.gov or call exporter assistance at (202) 720-7420.
- U.S. Department of Commerce/Office of Textiles and Apparel – This database provides iformation on overseas markets and the rules and regulations affecting apparel and textile exports. From comprehensive information on regulatory issues and compliance to more general information on potential buyers and suppliers. Go online to www.otexa.ita.doc.gov
- Organization for Economic Cooperation and Development (OECD) – This organization provides information from its 30 member countries on economic policies designated as providing economic benefit including social concerns to increase the standard of living. Included are survey data defining market demand, production capabilities, employment, prices, wages and more. You may call for a print copy at (202) 785-6323 or at www.oecdbookshop.org
Lastly, don’t forget your local resources such as the Centers for International Trade Development (CITD) or the Small Business Development Center (SBDC), many of which also offer global consulting services.
About Leah Goold-Haws
Leah Goold-Haws is currently the Deputy Sector Navigator for Global Trade & Logistics, in Far North California as part of the Doing What Matters Initiative. This initiative, of the California Community Colleges Chancellor's office is part of a state-wide effort for jobs and the economy. Leah is part of the CITD (Centers for International Trade Development) network and consults with businesses involved in global trade, promotes international business courses on behalf of the community college system, assists small business in developing global entry strategies, and increases exposure to global trade and logistics opportunities throughout the region. You can find out more about this initiative at http://doingwhatmatters.cccco.edu. Connect with Leah at http://www.exportnorcal.com or on LinkedIn.
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