Export Basics - NKU Intl Business Ctr

Export Basics
Getting Started: What You Should Know

Pete Healy
Crowbar Marketing
Innovationists International
Northern Kentucky University
International Business Center
December 2009

Our “Concorde” Agenda
First Of All: Why Export?
Are You Export-Ready?
Basic Market Research
Common Export Terminology
Recommended Resources

Crowbar Marketing
www.CrowbarMarketing.com
www.TheInnovationists.com

Why Export?
Quantitative:
Sales opportunities!
The 95/5 reality
Offset domestic volatility
Don’t forget seasonality
Raise operating efficiencies,
reduce costs

Crowbar Marketing

Why Export?
Qualitative:
Brand awareness & reputation
Even bigger in digital media age
Expanded business partnerships
Distribution, manufacturing
Expertise
Straight-line growth or expansion
into licensing, etc.
Crowbar Marketing

Why Export?
End Result:

A competitive edge!

Crowbar Marketing

Are You Export-ready?
The essentials:
Senior management commitment
Knowing your product
Cash flow & room for investment
Production capacity & ability to
produce international products

Crowbar Marketing

The essentials:
Senior management commitment
What payback periods: Capital
expenditures, marketing spend?
How to allocate resources &
overhead? (staffing, materials)
Comfort level: Risk vs. reward?

Export strategy Business goals
Crowbar Marketing

The essentials:
Knowing your product
Why do customers need your
product?
Your competitive advantage: Brand
image, quality, features, price?...
Your distribution channels?

Export strategy Business goals
Crowbar Marketing

Your turn –
Cash flow & room for investment
Production capacity & ability to
produce international products

Crowbar Marketing

Does it even matter if “they” come to you?
Yes! Get the jump on competition:
Central Intelligence Agency
https://www.cia.gov/library/publications/the-world-
factbook/geos/ee.html
US Dept of Commerce / Int’l Trade Administration
http://www.trade.gov/cs/index.asp
US Dept of Agriculture / Foreign Agricultural Service
http://www.fas.usda.gov/markettradedata.asp
Produce Marketing Association
http://www.pma.com/cig/intl/internationalMarkets.cfm
Other trade/industry associations

Crowbar Marketing


Crowbar Marketing

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?
Crowbar Marketing

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?
Crowbar Marketing

Common Export Terminology
“Cost” vs. “Price”
Terms of Sale
Terms of Delivery
Terms of Payment
Letters of Credit
Documentary Collections
Freight forwarders/Carriers
Crowbar Marketing

Recommended Resources
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/busine
ss/international.aspx
Kentucky World Trade Center http://www.kwtc.org/
US Dept of Commerce (International Trade Administration)
http://www.trade.gov/cs/index.asp
http://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
Crowbar Marketing

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.

Crowbar Marketing

Export Basics - NKU Intl Business Ctr

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