Company Name and LogoExport Plan
Workbook
Stage 1 –Preparing Your Business
Module 1.1 Understanding Trade in Services
Module 1.2 Assessing Export-Readiness
Module 1.3 Developing your Export Plan
Participant NameCompany Name
Date
Introduction
Success in the international marketplace often depends on a company’s ability to be flexible, innovative and responsive to client needs. It takes a systematic approach to achieve all of the competencies required of an international trade professional. A key step in achieving success is to document a comprehensive Export Plan or International Business Plan.
If you plan your export project thoroughly, you will have a better chance for success in your target market. A well designed Export Plan or International Business Plan begins at home. It is built on a comprehensive domestic business plan that accurately reflects your current operations in your home country. If your business plan is out of date, now is the time to review and renew it. If you do not have one, this is definitely the time to create one. This simple process can help you to save time and resources by strategically planning and prioritizing your pursuit of export markets.
The accompanying template is a partial list of topics that need to be addressed for doing business internationally. Use the template to create your own plan. Consider it a guideline. As you complete more and more of its sections, it will become your living, long term, international business development document. Keep updating it as often as necessary.
The template below is organized according to the 4 stages in the SERVICES Go Global Roadmap. The exercises you have completed in the SERVICES Go Global workbooks can be used to develop your Export Plan. This table format can be very useful for building your plan. Some companies eventually go from this type of format to a more traditional report format for a plan. Either approach works, as long as you continue to work at it.
The Export Plan or International Business Plan represents a long term investment of your time, effort and resources. Involve your whole team – management, staff, associates, board of directors. They are all stakeholders in the success of the business and will have valuable contributions to make. It will need your attention on a regular basis as your business evolves. Keep working with it. The rewards will be worth it.
SERVICES Go Global is delivered in the Caribbean by the Coalitions of Service Industries (CSIs) who are members of the Caribbean Network of Service Coalitions (CNSC).
This programme was developed by Global Links Network Canada and associates. Materials may not be copied or reproduced without express permission. Coalitions of Service Industries and authorized trainers of the programme may reproduce according to terms and conditions specified in the trainer agreements.
SERVICES Go Global has been made possible through the generous support of the Caribbean Export Development Agency and the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ).
© Global Links Network
Contents
Executive Summary
STAGE 1 – Preparing your Business
Company Description
Business Overview
Description of Services
Client Profile
SWOT Analysis
Business Goals
Export Readiness Assessment
Action Items – Stage 1
STAGE 2 – Conducting Market Research
Primary Target Markets
Market Information
Sector Intelligence
Market Intelligence
Action Items – Stage 2
STAGE 3 –Developing Marketing Strategies
Marketing Plan
Promotional Materials
Online Presence
Winning Business
Action Items – Stage 3
STAGE 4 – Entering the Market
Market Entry Options
Partnering and Strategic Alliances
Preparing for a Market Visit
Financing Needs
Contracting
Action Items – Stage 4
Executive Summary
In any business plan, the Executive Summary is the last section to be written as it represents a summary of the contents of the business plan, in this case the Export Plan.
You may find it worthwhile to start writing a few paragraphs as you complete some of the sections below. Always keep the Executive Summary at a high level summarizing the major points, results of research and decisions made or which need to be made.
The Executive Summary should be a maximum of one or two pages. Remember to keep updating it as you go.
STAGE 1 – Preparing your Business
Company Description
Business Overview
Business History /Ownership / Management
Vision
Mission
Value Proposition
Certification or other affiliations
Description of Services
Services / Features / BenefitsClient Profile
Types of Clients / Key Market SegmentsSWOT Analysis
Strengths / WeaknessesOpportunities / Threats
Business Goals
Organizational Goals and ObjectivesInternational Market Goals
Short-term Objectives
Export Readiness Assessment
Business PlanManagement Commitment
Human Resources
Financial Resources
Quality Management
Other
Other
Action Items – Stage 1
Action Items to complete Stage 1 – Preparing Your Business
Action Items / Who / When / Status1.
2.
3.
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10.
STAGE 2 – Conducting Market Research
Primary Target Markets
Please list your target markets in rank order.
- ______2. ______3. ______
Market Information
Target Market #1: ______- Market size/ Growth/ Trends
- Political:
- Economic:
- Social:
- Technology:
- Legal:
- Environmental:
- Market Access: Free trade agreements?
- Recognition of credentials
- Regulations:
- Other:
Sector Intelligence
Target Market #1: ______- Sector Trends:
- Sector Associations:
- Sector Activities/Events:
- Sector Competitiveness:
- Sector Contacts:
- Other:
Market Intelligence
Target Market #1: ______- Market Demand:
- Potential Clients:
- Potential Partners:
- Possible Competitors:
- Specific Opportunities:
2.
3.
- Other:
Action Items – Stage 2
Action Items to complete Stage 2 – Conducting Market Research
Action Items / Who / When / Status1.
2.
3.
4.
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10.
STAGE 3 –Developing Marketing Strategies
Marketing Plan
Marketing MixBranding
Market Positioning
Networking Strategy
Strategy for Establishing Profile and Credibility
Relationship Marketing
Plans for updating of contact database
Promotional Materials
Business cardPromotional brochure
Project Portfolio / Customer Testimonials
Credentials Degrees
Certifications
Awards
Quality standards
Curriculum Vitae
Professional Affiliations
Media Kit
Online Presence
Social Media ObjectivesWeb presence
Social Media
Cloud-based Productivity
Other
Winning Business
Customizing solutionsCosting and pricing
Strategy for working with government
Pursuing IFI or donor-funded opportunities
Writing Proposals
Other
Action Items – Stage 3
Action Items to complete Stage 3 – Developing a Marketing Strategy
Action Items / Who / When / Status1.
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3.
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10.
STAGE 4 – Entering the Market
Market Entry Options
Trade AgreementsModes of Delivery
Partnering and Strategic Alliances
Benefits of partneringDesired characteristics
Best ways to find partners
Structure of alliance (business, project)
Documenting the alliance
Managing risks
Other
Preparing for a Market Visit
Objectives of visitResearch topics (Market, culture)
Specific opportunities
Travel budget
Required documents
Trade missions
Follow-up Strategy
Financing Needs
Business FinancingMarket Development Financing
Project Financing
Payment Options
Contracting
Contract templatesContract terms
Due diligence
Legal aspects and jurisdiction
Intellectual Property
Non-disclosure agreement
Risk Management
Action Items – Stage 4
Action Items to complete Stage 4 – Entering the Market
Action Items / Who / When / Status1.
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SERVICES Go Global – V1.1/2014