Chris Taylor Director of Business Development. Export Strategy Planning & Execution

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1 Chris Taylor Director of Business Development Export Strategy Planning & Execution

2 Who are we & What do we make? Who & Where are our customers located? What works for us? What are our competitors doing? Do s & Don ts.

3 Who are we? Background to our company. Family owned manufacturing company - First Established the business in July 1963 Eve Taylor, OBE started teaching aromatherapy during early 1970 s and developed one of the worlds first professional aromatherapy treatment ranges she started teaching internationally and exporting in 1976 Developed products for large US skincare company called Dermalogica 1984 Now one of the UK s fastest growing professional aromatherapy skin and body care companies Introduced Eve Taylor professional aromatherapy skincare across the world 2003 Skincare now available in 30+ countries including USA & Canada, Mexico, Japan, China, Mongolia, Korea, Malaysia, Singapore, Slovenia, Spain, Norway, Ireland amongst many others.

4 What do we make? We are a small independent manufacturer of professional aromatherapy skin and body care products for salons and spas not stores (staff 18)

5 Who & Where - are our customers? Who - Professional Beauty Salon & Spa Where - Worldwide

6 Export strategy - It has got to be a long term plan. Are you ready to export? Set yourself a target(s) country Undertake a local market reconnaissance (if possible) look at your domestic competitors are they already active in the export target markets you are looking at or not? Try to study the country/region focus on hot spots keep in touch with local conditions and changes also helps us to view the market from a local perspective.

7 What works for us? If it s a new market we will often attend a suitable trade show to test the water you never know who you will meet. Use facilities such as UKTI or business social media (network such as LinkedIn) or existing contacts (trade associations/suppliers) to try and source potential leads to visit.

8 So how do we actually do it? The most successful export route for us is Trade Exhibitions. Always think ahead for new markets if we are thinking of expanding this is what I try and do first.

9 Desk Research Q&A What market's do I want to break into or expand? What do I want to achieve? Developed vs. developing markets? (they are different) Are trade shows appropriate for this market/method of entry or expansion? Always look before you leap - it saves money and time Hit and run events - (don t just love them and leave them). Will you need a regular appearance within the show to be taken seriously? commitment.vs. one night stand! How will shows work as part of the joined up approach to the market PR, advertising long term business - master plan. What if the show flops for you do you pack-up and don t go back?

10 Suggestion 1. Ideally - try and get a local distributor on board before you exhibit or think of exhibiting. Always think native what works in the UK will often not translate so act local, in France use French, in Japan use Japanese. The local contact should know the market and tell you if the show is worth the effort/investment - or if its a complete waste of time and money.

11 Suggestion 2 long term plan If you don t have a distributor in the market and want one before you decide to exhibit (ideally) walk the show in year one for a couple of days to get a feel of the opportunity. See who you are up against locally and internationally and just how busy the show feels/looks. Always look at the current and previous years exhibitors list with a view to doing regular competitor exhibitor analysis. Is there a market for your products at this show or in this market (be realistic) Can you compete with the natives or your more established international peers? Could you create a demand or open a new market for your products?

12 Nice place but its not that glamorous. If the decision has been taken to attend an International exhibition set yourself a realistic budget. Start small if possible get some funding from UKTI/Chamber or go as part of an organised international trade pavilion (this has been very useful to us). Shows are hard work and can be lonely, travel, hotels etc - you will need to become an eternal optimist, the last day, or last hour - could just be that major deal or a significant contact is made.

13 Why do exhibitions work for us? Its part of our industries culture to help find new products/suppliers/partners. Our customers will often travel to see the show and do other things Las Vegas/Hong Kong etc. International exhibitions are expensive keep things simple easy to assemble freight is expensive.

14 What are your International competitors doing? If they are not in a market why are they not there? is their a market for your products? Recent example for us Monaco, this was a must do show, magazine suggested! Show was almost all French companies not International, but the show was presented as an international show - it was more like a domestic show so be very careful.

15 Is exhibiting worth it? yes Always remember trade exhibitions are like fishing. Sometimes you catch something and sometimes you don t it could be a long wait then the big one turns up Will your products sell in the market? Do your Homework i.e. Skin whitening products sell well in Asia but not as well in Europe. Artificial tanning products sell well in Northern Europe but not that well in Southern Europe

16 Do s Plan ahead Know your opportunity Keep things simple Visit in advance (ideal) Go native, cherry pick shows. Be optimistic, Think long term, Send the best staff to the show Use peer contacts, UKTI, speak to other UK exhibitors for advice and support. Set a realistic budget. Use all show promotions, guides etc. Use shows as part of the overall mix not one off. Don ts Go for a big stand to start off. Go for every show that lands on your desk. Be a busy fool chasing everything. Waste limited time or money See exhibitions as the panacea for all export promotion its part of the whole mix. Ignore the free services and help that others can offer such as UKTI chamber members etc never forget that export is a team effort.