Premier\'s NSW Export Awards
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Over the last 50 years over 324 NSW companies have been recognised for their exporting achievements, many of whom first entered the awards as an Emerging Exporter or Small Business and have grown into major international brands.
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Premier\'s NSW Export Awards
- 1. THE VOICE FOR AUSTRALIA’S EXPORTERS. THINK GLOBAL TRADE. THINK ECA. Think Global Trade. Think ECA. THE VOICE FOR AUSTRALIA’S EXPORTERS Leading Trade Policy Research Developing International Trade Skills Breaking Down Barriers to Trade Building Global Networks Speaker: Lisa McAuley| National Manager Amplifying Global Trade Success www.export.org.au Date: 27/06/2012
- 2. Background 50th Anniversary of the Premier’s NSW Export Awards • This year marks the 50th Anniversary of the Premier’s NSW Export Awards program, now the longest running business awards program in Australia. • Over the last 50 years over 324 NSW companies have been recognised for their exporting achievements, many of whom first entered the awards as an Emerging Exporter or Small Business and have grown into major international brands. The voice for Australia’s exporters
- 3. Background Why enter? • Maintaining international sales in the current environment is not easy, yet many exporting companies have continued to deliver strong export results and this is what we would like to acknowledge at the awards this year. • The NSW Export Awards is about highlighting companies that have shown a commitment and determination to export and who, against adversity, seek new ways to compete in the international market. • Now more than ever, we realise how important recognising success remains and this is why we encourage you to consider nominating your company for an award this year. The voice for Australia’s exporters
- 4. Awards Process Two-tier process • Companies must first enter through the state awards program (NSW Export Awards) • Companies who are successful at winning one of the twelve national award categories will progress through as National Finalists to the Australian Export Awards. • This is the only way to enter the national awards program • The one application is used for both awards programs The voice for Australia’s exporters
- 5. Award Categories- National • AGRIBUSINESS • ARTS AND ENTERTAINMENT • EDUCATION AND TRAINING • EMERGING EXPORTER • INFORMATION &COMMUNICATION TECHNOLOGY • LARGE ADVANCED MANUFACTURER • LARGE SERVICES • MINERALS AND ENERGY • REGIONAL EXPORTER • SMALL BUSINESS • SMALL TO MEDIUM MANUFACTURER • SMALL TO MEDIUM SERVICES The voice for Australia’s exporters
- 6. Award Categories- State Specific to NSW • NSW ASIAN EXPORTER • NSW YOUNG EXPORTER • NSW EXPORT SCHOLARSHIP • NSW SUSTAINABLE EXPORTER • NSW INNOVATION IN EXPORT • WESTERN SYDNEY EXPORTERHUNTER/ CENTRAL COAST EXPORTER • ILLAWARRA EXPORTER The voice for Australia’s exporters
- 7. Why enter? • RECOGNITION • REWARD • REVIEW • RESULTS The voice for Australia’s exporters
- 8. What category should you apply for? • With the one application you can select multiple categories- so long as your meet the eligibility criteria • Only those that win a national award category progress to the National Awards • When selecting categories, also consider what you would wish to be publically associated with • Judges always reserve the right to determine the award category you best belong in, normally they will adopt your stated preference The voice for Australia’s exporters
- 9. 1. Executive Summary • Take the key elements from your application, preferably in dot form. • Key points to consider are: • Very brief introduction to the company (who you are & what you do) • Any important historical highlights • Your competitive advantage: - The reason/s why the marketing strategy has worked - Market share or sales volume increases (%) - Profitability - Or any other issue that you believe has played an important role in the success of your export business The voice for Australia’s exporters
- 10. 1. Executive Summary Final top tips • Keep it short (Maximum word count is 200) • Keep it simple • The competitive advantage is your company’s key statement as to why customers should buy from you instead of your competitors. It should really be the company’s mission statement. • Write the summary last • Remember this page could make the difference between winning or not winning an award – DO IT WELL! The voice for Australia’s exporters
- 11. 2. Company product/ services • 2.1 Provide a brief history of when and how your company started, including key milestones [100 words] • When you started • How you started • Key Milestones • 2.2 Describe your product or service, what it does and its key benefits [100 words] • What it is • How it works • Importantly highlight the key benefits • 2.3 Summarise your export success(es) this year (2011/12) [100 words] • Dot point your key successes in 2012 - Sales, market share, new products, distribution, profit etc The voice for Australia’s exporters
- 12. 3. Export Marketing Strategy 3.1 What was the rationale behind your international marketing strategy? • Outline the key points and define the rationale behind your decision to undertake your various marketing activities • Marketing Strategy! Not a Marketing Plan! • How your product/service (through its competitive advantage) is positioned against the competition. • It can be product, distribution, price etc.. • It must be supported by some form of evidence to support your positioning • My International marketing strategy is based on.................. this is supported by.................. • As a result of your marketing strategy = increase sales, opened new markets, signed new distribution agreements in xx markets, retained xx customers.. The voice for Australia’s exporters
- 13. 3. Export Marketing Strategy 3.2 How was your international marketing strategy implemented? [200 words] • Marketing Plan: what you do to promote your product by capitalising on the elements contained in the marketing strategy. Including international: • Advertising • Communication • Promotion • Partnerships • Digital marketing • Events/overseas exhibitions • Trade missions The voice for Australia’s exporters
- 14. 3. Export Marketing Strategy 3.3 What were the results of your international marketing strategy? [100 words] • List the key outcomes that were measured in relation to your marketing strategy/ plan. For example, as a result of xxx the company: • Increased number of sales/sales leads • Market Share • New Distribution Agreements • Sales growth • Entered new markets • International enquiries • Contribution to your CRM database • Press / media generation, • Positive customer/client feedback The voice for Australia’s exporters
- 15. 4. Annual Export Sales • Level of export sales revenue as a proportion of total sales revenue, and the growth in export sales in the last three years or since your company began exporting. • If the 2011/2012 figures are estimates, please tick the box below. • You have the option of reporting data by either financial or calendar year. • Please note you should only fill in one table and that you the data you present must be consistent throughout the application. • The judges will be looking at the quality of your export marketing strategy in conjunction with your level of export sales. The voice for Australia’s exporters
- 16. 3.5 Principal export markets • List your top nine performing export markets • Select your primary export markets • If you do not record information by country than please include by region • The judges will be looking for market diversity.. The voice for Australia’s exporters
- 17. 4. Infrastructure, Systems & Employment 4.1 Briefly describe the infrastructure (financial / human resources / production capacity) you have in place to develop, increase and respond to export sales. [200 words] • It is important here to convince the judges that you are committed to export and have invested to ensure you the capability to sustain your export business. For example: • Export has grown from X% to Y% in 15 years • The Managing Director is the key driver in export • The exports awards are the only awards program we enter • Investment in R & D The voice for Australia’s exporters
- 18. 4. Infrastructure, Systems & Employment 4.2 Outline the processes you have in place to manage your export business, the related financial risk and the systems you use to monitor your export performance [200 words] • Your export business is not an export until the money is in the bank and a profit has been made....use this section to convince the judges that you know how to manage the risk associated with any successful international business. For example: • Foreign exchange policy • International sales contracts • Credit & Marine Insurance • Export Documentation • Protecting your Intellectual Property in International Markets • ISO accreditation • CRM Database • Financial management The voice for Australia’s exporters
- 19. 4. Infrastructure, Systems & Employment 4.3 Employment numbers based on financial year data • Total number of employees: Self- explanatory, the total number of people employed by your organisation (including part- time, casual staff and contractors) • Total number of export employees: This is rather a confusing question, as in some companies everyone is in someway involved with the export process of the business. You should include all the staff involved in the export process of your business. The voice for Australia’s exporters
- 20. 4. Infrastructure, Systems & Employment How have your export activities contributed to employment growth in your company? • Remember in some industries the number of people employed in your company does not necessarily reflect your growth in exports. • This should be answered in relation to your industry and your company. • A manufacturing company might be able to show their export growth through increasing the number of staff employed to manufacture their products. • An ICT company might streamline their full-time staff and work with contractors. • This question can be misleading, but as long as the answer explains how employment growth/ reduction relates to an increase in export sales or profit then you have addressed the question The voice for Australia’s exporters
- 21. 5. Innovation, Technology & Sustainability 5.1 How does your company demonstrate innovation in exporting? [100 words] • Product design or service • Manufacturing/ production • Quality Control • Packaging • Marketing Strategies (using new Social Media for example..) • Supply & Distribution Channels • Order Fulfilment & Customer Service • Pricing • Research & Development • Investment in people/ knowledge base (Management & Organisation) The voice for Australia’s exporters
- 22. 5. Innovation, Technology & Sustainability 5.2 To what extent is your technology leading edge? Outline how technology has assisted your company in building your export brand/service and export performance. [100 words] The The judges will be looking for evidence of sustainable business practices and innovative techniques: • Accounting/ taxes/ finances • Order taking and tracking • Order fulfilment and shipping • Inventory Management • Database Management • Communication with customers/ International Communication • Presentations • Production: design, cost-tracking supply management • Internet marketing/ website/ e-mail • Internet Sales The voice for Australia’s exporters
- 23. 5. Innovation, Technology & Sustainability 5.3 Provide a summary of the measures your company has taken to make your export business sustainable. [NB: sustainable can include ecological and / or economic factors] [100 words]The The judges will be looking for evidence of sustainable business practices and innovative techniques: • Social Responsibility: energy reduction/ new energy sources/ waste reduction/ improved production & agricultural processes • Economic: Staffing budget/ marketing/ travel etc.. The voice for Australia’s exporters
- 24. 6. Export Planning & Direction 6.1 Export Direction - provide an indication of the future export direction of your company over the coming 12-18 months. [100 words] The judges will be looking for evidence of the company’s commitment to international business: Examples: • New markets- where and why? • Investing in R & D • Launching a new product or service • New strategic partnerships • Changes to production or supply & distribution networks.. • Employing new staff to support export growth/ development The voice for Australia’s exporters
- 25. 7. Financial Strategy & Data 7.1 Briefly describe your financial strategy for your export business including risk management, foreign exchange policy and credit arrangements [200 words] The judges will be looking for examples of a sound capital base (substantial net profit) and sufficient capital (cash & resources) to support export activity: Examples: • How have you managed the high Australian Dollar? • How do you manage cash flow? • Do the financial results reflect investment by the company in new markets/ products etc? The voice for Australia’s exporters
- 26. Key Dates Questions about the NSW Export Awards program? The Premier’s NSW Export Awards program is managed by the Export Council of Australia (Australian Institute of Export.) Please contact: Lisa McAuley E – lisamcauley@aiex.com.au T- 02 8243 7400 W- www.aiex.com.au Key dates • Applications Close- 20th August 2012 • Finalists Announcement- September 2012 • NSW Gala Awards Presentation- Thursday 11th October, Sydney Exhibition & Events Centre, Darling Harbour • National Export Awards: Tuesday 27th November, Canberra The voice for Australia’s exporters
- 27. Export Council of Australia The Premier’s NSW Export Awards have been run for a number of years by the Australian Institute of Export in conjunction with the NSW State Government. In 2012, the Premier’s NSW Export awards will be managed by the Export Council of Australia, a new entity launched in conjunction with the Australian Institute of Export in April this year, the Export Council has been established to: • Lead Trade Policy Research • Develop International Trade Skills • Break down Barriers to Trade • Build Global networks • Amplifying Global Trade success • Advocate for Australian exporters At the heart of global trade: www.export.org.au The voice for Australia’s exporters
Editor's Notes
- Header Slide
- RECOGNITION When the Export Awards recognises your company, it gives you the chance to tell the world of your success. Recognition is important, and winning an Export Award is instant recognition. It gets your company’s name out to the people that matter most, the region in which you and your company operate. Getting an Export Award is not just about winning - it’s about having your peers recognise your company’s excellence in the hardest marketplace of all the international market. REWARD Excellence in export is never a result of one person’s hard work; it’s the work of a team. Taking your staff to the Export Awards provides an excellent opportunity to reward them for all their hard work throughout the year, while showing them what to strive for next year- unless your company is the winner, in which case relax you’re the best! REVIEW Valuable time spent on the Export Awards application is also time spent updating your business plan. All successful companies review their business plans on a regular basis. The Export Awards provide a perfect reason for reviewing your strategies, plans and finances, while at the same time preparing an entry to the awards. RESULTS Business prefers dealing with sound reputable companies. By entering or winning a prestigious export award, you command instant respect. Put the Export Awards symbol on your business cards, letterhead and brochures to communicate your success to your international clients.
- All though there are no points allocated for the executive summary. This is the first opening statement the judges will read. It introduces the judges to your organisation and your export story. It is also an opportunity to list your key achievements in the last year. These don’t necessarily need to be financial, they can also relate to expanding into new markets or developing a new product launch or service. One short paragraph on what you do and who your key customers/users are.Outline your competitive advantage – from a marketing/strategy viewpointList the key inputs and outcomes achieved in the last twelve months; this can be done by product or region or both.Provide a brief summary of your sales, profit, and number of people employed in export and exports as a percentage of total sales.
- What are you your key strengths that differentiate your company from the competition?Examples:Better PriceGreater Product FeaturesNiche or SpecialityHigher quality performance/ quality or product durabilityCredibility/ Proven Model/ Longevity in the marketInnovative product or service New technologyDesign- packaging, logo, website etc..Social / Corporate Responsibility
- Outline specifically what you export. It is important that you explain it in language the non specialist reader understands. If you have a multi-faceted business or distribution regime, list the products, services or distribution regime by dot point.E.G. XYZ Pty Ltd produces a range of microphones for the different sectors in the recording industry. They are marketed under three brands, each designed for a specific market sector:ABC Microphones – marketed to the high tech recording industryEFG Microphones – marketed to the Film industryHIJ Microphones – marketed to the Retail sector(You may wish to include some country/region specific information or % of sales achieved by product range etc).
- is really important....too often entrants simply list the promotional activity they undertake which is the often the result of a strategy....not the strategy itself
- Communication- person to person marketing (networking/ word of mouth/ trade shows/ overseas trade missions/ membership of industry associations and business associations & public relations)Traditional Advertising- international print/ radio/ tvPrint Marketing- business cards (international translations etc../ brochures/ catalog/ direct mail campaigns/ marketing collateral) On-line marketing (save some of this for the technology component of the submission): Blogs/ e-mail marketing techniques/internet advertising/ Search Engines Optimisation/ Website/ E-mailSocial networking (again you might want to save this for the section asking for use of technology)Other marketing Strategies: in store marketing/ out of box marketing/ promotional marketing/ events / telemarketingSponsorships & Partnerships: for example product endorsements from celebrities etc..
- The judges will be looking at the quality of your export marketing strategy in conjunction with your level of export sales Complete the annual total sales figures (both domestic and international sales) and then the total sales of goods and services for your export markets. The form will auto calculate the Percentage change in value of exports from previous year and the export sales as a percentage of total sales revenue. List your top five performing export markets. Some companies do not record the information by country but by region, entering the figures by region is also accepted.
- The judges will be looking at the quality of your export marketing strategy in conjunction with your level of export sales Complete the annual total sales figures (both domestic and international sales) and then the total sales of goods and services for your export markets. The form will auto calculate the Percentage change in value of exports from previous year and the export sales as a percentage of total sales revenue. List your top five performing export markets. Some companies do not record the information by country but by region, entering the figures by region is also accepted.
- FinancialOur business is based on profitable growth, hence our financial planning is a key factor in determining the extent to which we expand our business growth……..The company has built up a strong capital base from prudent financial management……XYZ has excellent relationships with XXX Bank and has worked with that company for X yearsKeeping bad debts under controlHuman: International Sales Force and StructureGlobal Management- supervised/ technical staff/ customer service/ call centre managementWe employ dedicated export sales and marketing staff for each sector of the business……..We have a dedicated export managerAll staff undertake the Australian Institute of Export, Export Procedures and Documentation Course….. or Export TrainingStaff are always prepared to work overtime when demand is highestHow do you encourage all of your staff to be involved in the business but also in the exportsDo you employ people with different language skills?Do your allow your staff to participate in overseas trips to meet customers or the opportunities to work overseas? How does this relate to your HR strategy?Production: Manufacturing equipment is continually upgraded to ensure we produce world’s best practice in terms of quality and cost.Manufacturing meet XYZ Standards recognized throughout the worldTwo outside providers have been accredited to produce element of our products should short term demand outstrip supply.
- The company has in place a foreign exchange policy and employs the services of an international trade lawyer to ensure contracts are soundCredit Insurance is always taken for new customers and when entering a new marketMarine Insurance is taken on all shipmentsExport DocumentationProtecting your Intellectual Property in International MarketsISO accreditationCRM DatabaseFinancial management- letters of credit? What is your payment policy for international payments? Cash flow management?
- Your accountant might process the international payments on behalf of the export department Elements of your product are designed by your team in Australia but the product is sold internationally Your website required global payment solutions, language translation etc then this is assisting to drive the export business All the staff who are involve in manufacturing and shipping your products are part of the export team If you are in the services sector, include all staff that work on elements of your international project, even if this is not their full-time occupation
- Innovation: innovation can be found in all aspects of the business, it is not just about the innovation in the product or service you export but also the processes you use to market, sell, distribute your product to the market. Technology: Technology can come in many forms. Your company might be a company that invests in R & D and of course it is a natural fit to discuss any technological advancements that have been made to your product here. However, with the growth of technology we are now able to use technology to assist in global growth. For example- Webinars/ Skype/ Social Media/ Websites. Think about all of the ways you might use to technology to assist you in getting new clients, retaining existing clients, meeting clients or new distributors… It can also be used in how you manage the export process with online electronic documentation software and new programs such as e-certify. There are many advancements in software that might also assist you in managing your CRM system or customising packaging.
- Technology: Technology can come in many forms. Your company might be a company that invests in R & D and of course it is a natural fit to discuss any technological advancements that have been made to your product here. However, with the growth of technology we are now able to use technology to assist in global growth. For example- Webinars/ Skype/ Social Media/ Websites. Think about all of the ways you might use to technology to assist you in getting new clients, retaining existing clients, meeting clients or new distributors… It can also be used in how you manage the export process with online electronic documentation software and new programs such as e-certify. There are many advancements in software that might also assist you in managing your CRM system or customising packaging.
- Sustainability: this can be both ecological and economic. The judges are aware that it has been a difficult year and this is an opportunity to explain how the company has approached the ramifications of the GFC and the high dollar.. Explain the management strategies the company has used to maintain the export business throughout the year..
- Sustainability: this can be both ecological and economic. The judges are aware that it has been a difficult year and this is an opportunity to explain how the company has approached the ramifications of the GFC and the high dollar.. Explain the management strategies the company has used to maintain the export business throughout the year..
- Sustainability: this can be both ecological and economic. The judges are aware that it has been a difficult year and this is an opportunity to explain how the company has approached the ramifications of the GFC and the high dollar.. Explain the management strategies the company has used to maintain the export business throughout the year..
- Sustainability: this can be both ecological and economic. The judges are aware that it has been a difficult year and this is an opportunity to explain how the company has approached the ramifications of the GFC and the high dollar.. Explain the management strategies the company has used to maintain the export business throughout the year..