Actions for This Step      Section 2 built awarenessof potential market opportunities.      Section 3 helps the user to Develop and Assess Export Readiness. It offers a straightforward process for preparing to initiate a decisive and cost-effective export marketing campaign.       The process can be reviewed by looking once more at the Export Development Roadmap.    View Roadmap   Actions to be taken in this step include: Determining requirements: Product specification and evaluation for export markets, facilities required, personnel needs,  purchased services specs, and the resulting budget;  Setting strategy: Pricing, promotion, customer services;  Setting goals: First year goals , 2-5 year goals, longer term goals;  Assessing and building internal commitment: management, marketing team, support staff; The Go/no-go Decision.

Five Marks of a Successful Exporter Before launching the case for a detailed planning exercise, here are five essentials that often predict a company's chances of success in global markets.  1. Established Domestic Business  2. Production Capacity and Location(s)  3. Stability of Available Supply  4. Organization & Specialized (Dedicated) Staff  5. Financial Resources Available Click here for descriptions.

The Case for Building an  International Marketing Plan A proven methodology for organizing and completing the readiness step is to develop an International Marketing Plan (IMP).  The IMP is based on results of awareness and readiness assessments, along with additional information on requirements, strategies, goals and commitments.  According to the U.S. Small Business Administration:  “Behind most export success stories is a plan.  Whether formally written, or sketched out informally at a meeting of your management team, an international marketing plan is an essential tool to properly evaluate all the factors that would affect your company’s ability to go international.” Click here for more on the case for building an IMP

Building the  International Marketing Plan:  A Six-Part Outline We offer a typical outline of  an IMP for your consideration.  The outline will give you a start on adapting a table of contents to suit you own business and objectives.  Click here to review the six-part outline.

Focus on Product Features Selecting and/or modifying a company's product(s) for the export market is fundamental to an international marketing campaign.  Some of the key considerations are: 1. Suitability to a Foreign Market 2. Standards and Quality Required  3. Function and Design (Modifications?)  4. Global Competitiveness  Click here for details.

Exert Global Reach What are the special needs of handling a company's products in foreign markets?  Some of them are listed here and briefly described below. Service Availability, Location(s)  Training Needs, Domestic and Foreign  Publications and Languages E-Commerce Applications Click here for details.

The Sine Qua Non (Management) Strength and consistency of management support are essential attributes of an export development program.  These four elements are good predictors of success. 1. Management Support 2. Program Priority  3. Consistency of Attention 4. Commitment of Top Management Click here for details.   .

Avoid Thirteen Common Pitfalls While Building Your IMP Referring to IMP's, the Small Business Administration raises a number of red flags.  Click here to discover the 13 Most Common Mistakes  Made by New Exporters

The Go-No/Go Decision (Ready or Not?) Is the company ready to jump off into an export development campaign - assigning people, spending money, and making legal commitments?  Some solid numerical estimates and management decisions will be required to reach the "ready or not" decision. Feasibility Report - Options, What-if's  Strategy and Phasing, Vision Statement Firm Commitment (w/ budget) Click here for details.