Export Essentials

Do you have a product that you are proud of? A product that helps people? There is demand for it and so you are making sales. You are convinced that more people need your product. So what’s your next step? Do you want to reach more people in your own country? Or across the border? Crossing the border can create huge increases in sales. It may seem like a big task, but in this article, you will discover that it is not that bad.

Before you physically cross the border, you have to do it mentally. It starts with thorough market research. This way you will find out which export country is the best choice for you.

Good market research rests on a number of pillars.

• Customers: Where are your end-users located? Who are your customers? Where are these potential customers located? How big is that group and do you expect this group to increase or decrease?
• Distribution: Through which channels will your product be offered? Do you want to sell directly to the end-user through a webshop or indirectly by finding an intermediary? So what distribution channels are there?
• Competition: Which direct and indirect competitors are located in the country? What do they offer and how do your products differ from each other? What is the price level?
• Cost: What extra costs do you get when selling across the border? Think of import duties and transport costs. Are you able to offer the product in the country at a reasonable price?
• Legislation and regulations: What requirements does the country set for my product? In which language should the instructions for use or the label be? Does the product need to be CE marked? This information can often be found on a government website of the country from which you operate.
• Marketing: How are you going to bring your product to the attention? Through which channels are you going to approach people? Do you adjust the product or current marketing? Do you trade under the same or a different name?

You suddenly have a long list of questions. If you take the time for this and answer the questions broadly, you are well on your way. Of course, this is not all. During the research, more questions are guaranteed to come to your mind. Write these down immediately so that you don’t forget them and you can answer them later. Brainstorm with someone about these questions. An extra angle is always valuable.