GATEWAY TO TRADE. A Market Entry Programme for International Trade in Services COURSE OUTLINE. Course Format. Course Objective.

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1 COURSE OUTLINE GATEWAY TO TRADE A Market Entry Programme for International Trade in Services The GATEWAY to Trade competency-based training programme has been uniquely tailored to support service providers in improving their exportreadiness. A 4-stage, logical approach takes participants through 12 modules of export preparation. The training is practical and hands-on, incorporating exercises and supporting participants in the development of their export plans. Course Objective To enhance the export capacity of service providers, leading to the development of an export plan Who Should Attend Small and medium enterprises (SMEs) in the following service sectors, either currently exporting, or considering exporting: IT services, business and professional services, educational services, health and wellness tourism, creative and cultural, and others. Course Format 2-day classroom training delivered by certified GATEWAY to Trade Trainers, combined with online support in development of export plans. Languages English & Spanish Global Links Network Inc. 2018

2 Preparing Your Business Stage 1 Stage 1 provides context for the programme, underscoring the importance of trade in services, encouraging participants to examine their exportreadiness and introducing them to the export plan. Explain what a service export is Describe the importance of global trade in services Discuss the small business perspective Provide examples of the enabling environment Explain what it means to be 'export ready' Assess resource requirements Evaluate the company's export potential Conduct a SWOT analysis Understand the importance of having an export plan Describe the components of an export plan Provide examples of best practice Use the export plan template to develop their own export plan 1.1 Understanding Trade in Services What is a Service Export? Global Trade in Services Small Business Perspective Enabling Environment 1.2 Assessing Export Readiness What is Export Readiness? Assessing Resource Requirements Evaluating Export Potential Conducting a SWOT Analysis 1.3 Developing Your Export Plan Why Have an Export Plan? Components of the Export Plan Best Practices Export Plan Template

3 Conducting Market Research Stage 2 Stage 2 offers participants guidance on gathering market information and intelligence at the country and sector levels. Describe market research Identify market research objectives Outline market types Conduct a PEST analysis Research key sources of market information Describe characteristics of the target market Provide overview of key sectors in target markets Describe market intelligence Understand customer needs Assess their competitiveness Select target markets Find opportunities 2.1 Researching Markets What is Market Research? Market Research Objectives Understanding Market Types PEST Analysis Sources of Market Information 2.2 Researching Sectors General Overview Sub-Sector Specific Overviews (tailored to country priority sectors) 2.3 Gathering Market Intelligence What is Market Intelligence? Understanding Client Needs Competitive Analysis Selecting a Target Market

4 Developing a Marketing Plan Stage 3 Stage 3 supports participants in their export marketing efforts addressing issues such as marketing strategies, online presence, pricing and customizing solutions. Describe the strategic elements of the marketing plan Develop a strong value proposition Consider the marketing mix elements Understand the key aspects of relationship marketing Consider how to modify marketing materials for the export market Develop a customer-centric approach to marketing Describe key elements of creating an effective web presence and social media strategy Determine how to customize solutions Describe various pricing strategies Understand the key elements of working with government Understand the key strategies in preparing proposals 3.1 Starting with a Marketing Plan Value Proposition Marketing Mix Establishing Profile and Credibility Relationship Marketing 3.2 Developing an Online Strategy Websites and Website Content Social Media Search Engine Optimization Best Practices 3.3 Winning Business Customizing Solutions Costing and Pricing Working with the Government Closing the Deal

5 Entering the Market Stage 4 Stage 4 identifies various market entry options, including an in-depth look at strategic alliances. This stage also covers the legal and financial aspects of services exporting. Consider various market entry options Describe each of the four modes of exporting services Understand various types of strategic alliances and key steps for establishing them Consider cultural elements in doing business internationally Describe key challenges of financing and understand how to assess financial needs Outline various aspects of market development financing Consider options for project financing Describe key challenges of financing and understand how to assess financial needs Consider how to manage financial risks 4.1 Market Entry Options Market Access Delivering by the Four Modes Strategic Alliances Travelling to the Market 4.2 Financing and Getting Paid Planning Your Financing Market Development Financing Project Financing Getting Paid 4.3 Developing Your Export Plan International Trade Law Intellectual Property Contracting Considerations

6 About GATEWAY to Trade The GATEWAY to Trade programme supports the growth of trade in services from developing countries by building the export capacity of their service sector stakeholders, including: SME service providers, intermediary organizations and industry associations. The programme provides trade promotion organizations with a turnkey system, including a trainer certification programme, as well as tools, methodologies and a customizable website, ensuring knowledge transfer and programme sustainability within 6 months. Client-tailored programme elements include: training and coaching, export plans, market visits, matchmaking initiatives, market profiles, sector profiles and sector action plans. GATEWAY to Trade is a gender responsive programme. More Information: Founded in 1991, Global Links Network Canada Inc. (GLN), is an international trade facilitation firm that specializes in private sector development and trade-related capacity-building with a particular focus on trade in services for developing countries. GATEWAY to Trade is a Global Links Network initiative. Global Links Network Inc. 2018