CONSEJOS PARA LA INTERNACIONALIZACION (1)

Cuando nos dirigimos con ilusión a la exportación abarcamos el viaje hacia el exterior como Cristobal Colón cuando partió hacia las Indias y al cabo de muchos meses descubrió America sin saber que había descubierto un Nuevo Mundo.

Aqui nos sucede a menudo que en los proyectos de internacionalización se parte con la lista de precios, catálogos y muestras hacia ferias internacionales o misiones comerciales sin saber mas datos que hay un camino por alli que debe llevarnos a nuevas ventas.

Al cabo del tiempo es cuando reflexionando reconocemos que de haber hecho las cosas con mas perspectiva , se habrían hecho diferentes.

Por ello recomiendo a los que empiezan y a los que estan a mitad de camino , a retomar en cuenta los siguientes pasos que ayudarán a realizar mejor y de forma mas precisa la estrategia de internacionalización

1.-DEFINIR UNA IMAGEN INTERNACIONAL

El exportador debe definirse bien y exponer a sus potenciales distribuidores la solidez de la empresa, el objetivo de la empresa, los beneficios de trabajar con ella y la diferencia de su producto y servicio.
Para ello hay que elaborar una presentación que abarque estos aspectos, pues es la carta de presentación de la empresa , el "elevator pitch" para nuestro contacto.

2.-DATOS==> INFORMACION ==> CONOCIMIENTO ==> SABIDURIA

No hay que andarse fuera sin tener datos generales del mercado y a ser posible concretos de los precios, canales de comercialización , volúmenes y novedades recientes.
Para acceder a ello tenemos varias vias. Una es el acceso a estudios de empresas como Euromonitor u otras pero que tienen un coste normalmente de unos 1000 euro por informe. En muchas ocasiones las agrupaciones sectoriales o federaciones empresariales tienen un contrato de acceso  y se puede solicitar gratuitamente el acceso. Existen otras vias mas faciles como revistas sectoriales internacionales que en su pagina web publican los articulos de numeros anteriores y que normalmente hay articulos sobre mercados, tendencias y noticias . Tambien los clásicos informes y estudios comerciales de las Camaras de Comercio , Embajadas, etc. Pero sobre todo , hay que tener algo de información por poca que sea , para que nuestro interlocutor aprecie que la empresa se prepara y esta preparada .

READY TO EXPORT?

Marketing to a geographic area outside of your hometown will boost your market share and help you keep pace with your competitors. Small businesses throughout the United States and other countries have gained international exposure and increased profits through exporting. In fact, the Small Business Administration (SBA) reports that small businesses represent 96 percent of all exporters of goods.

The advent of the Internet has made the daunting task of going global easier. Today’s home business owners are successfully adding international components to their marketing programs. Two principal strategies are commonly used: establishing a relationship with a business or individual overseas, and developing a Web presence that makes products and services available worldwide.

There are no hard-and-fast rules as to which businesses should export, and which should not. However, making the export decision requires careful assessment of the advantages and disadvantages of expanding into new markets. Here’s a checklist to help you determine whether your business can make it in the international markets or not:
1. Quality of your product. To ensure success abroad, your product should be special and of high quality. It is tough to sell cheap merchandise abroad, particularly if they can produce your kind of products cheaply. 2. Flexibility and change in mindset. Selling internationally means catering to the needs and tastes of people whose cultures and tastes are different than yours. You need to avoid stepping on the cultural taboos and sensitivities of your new market. Evaluate the differences carefully. 3. Language barriers. To effectively market your product, you need to be able to “speak the same language” as your consumer. Thus, you need to have the capabilities to translate brochures and product manuals into foreign languages. You have to be exacting in providing instructions and could be liable if you make errors in providing operating data. 4. Product acceptability. What works in your domestic market may not work for other markets. Sometimes, you may even need to revise your product to suit the climate and setting of your new market. If you intend to sell electronic products, for example, you need to make sure that they are suitable for electrical current differentiations abroad. 5. Product names. Cultural sensitivity includes ensuring acceptable product names. Check if your logo contains characters that may not be considered acceptable (remember Nike's gaffe?). Some names may have unfavorable meanings or connotations in other countries. 6. Level of commitment. Clarify your commitment to international trade and your reasons for exporting. You also have to have immeasurable patience, since preparations and clearances can take many months before you make a single initial shipment. 7. Organizational structure. Exporting to be successful needs an organized set-up. You need to have mechanisms to seek out buyers and importers for your products. You also need to ensure multinational legal compliance (labeling, packaging, product safety and liability laws, etc.). An alternative would be to hire an export management company to help you gain instant access to foreign market knowledge and export know-how.8. Additional costs. Expect to pay for additional costs, particularly for product modifications and extra production costs. You will also need translation services for your sales personnel and translation of your promotional materials. You can also face greatly expanded telephone and other communication bills, plus travel costs for visiting the countries in which you plan to market your products. 9. Pricing. An important consideration is whether you can sell at a competitive price abroad. Price differentials that are acceptable in the domestic market may not hold true in other countries. Carefully consider the foreign exchange market and its volatility. Given the instability of your new market’s currency, your products may be priced too high or too low. 10. Level of competition.
Exporting may offer tremendous market potential for certain small companies. However, be prepared to do additional research and incur preparation expenses necessary for developing and implementing an international business plan. An international business plan is an essential tool to properly evaluate all the factors that would affect your company's success. A more careful analysis of your market is needed to determine who your competitors are. The number of exporters providing the same product to the same market is a good indication of the demand for your business.

BEFORE EXPORTING DO YOURSELF A BRIEF INTERNATIONAL MARKETING PLAN

What have we discovered from this crisis? That´s there is another market as big as the world is and we should go for it.

What is  the most common mistake by "export " focus for SME ? That the target is "sell" without any path to follow .Just directors expect to drop on a market, or to set up a booth on an international trade and wait for the clients like a wildboar hunter sits on a hill behing a rock looking forward to shooting to the first four leg wild pig crossing . This is not export fellows, this is to pray for cash carrier wallet without any managing or sense policy

When writing a business plan? Prior to spend time and money, steal sleep  hours to our pillows , here is my list of the self questions to be done in order to draw the guidelines .

When necessary items in a business plan is important, you also want to make sure you don’t commit any of the following common business plan mistakes:Don’t wait to write your plan until you think you’ll have enough time. “I can’t plan. I’m too busy getting things done,” business people say. The busier you are, the more you need to plan. If you are always putting out fires, you should build firebreaks or a sprinkler system. You can lose the whole forest for paying too much attention to the individual burning trees

First main two questions: (what I want to become ?)

Q1.What are your export goals in terms of revenue?

Q2.What are your export goals in terms of market share? 

And then the other 10

At a minimum, the following 10 questions should ultimately be addressed:

1.   What products are selected for export development?  What modifications, if any, must be made to adapt them for overseas markets?

2.   What countries are targeted for sales development?

3.   In each country, what is the basic customer profile?  What marketing and distribution channels should be used to reach customers?

4.   What special challenges pertain to each market (competition, cultural differences, import controls, etc) and what strategy will be used to address them?

5.   How will the product's export sales price be determined?

6.   What specific operational steps must be taken and when?

7.   What will be the time frame for implementing each element of the plan?

8.   What personnel and company resources will be dedicated to exporting?

9.   What will be the cost in time and money for each element?

10.              How will results be evaluated and used to modify the plan?

SWOT ANALYSIS

Q1.List some of the strengths of your business

Q2.List some of the weaknesses of your business

Q3.List some of the threats that exist for your business

Q4.List some of the opportunities that exist Product/Service Q1.Describe the product/service you intend to export.

Q2.What is the level of demand for your product/service in the export countries?

Q3.What differentiates your product/service from what is offered by your competitors?

Q4.What is the pricing strategy for your product/service?

Q5.Does your product/service require any modifications prior to exporting e.g. regulatory and compliance? If so, identify and describe.

Q6.Does your product/service require any form of after sales service or support?

Q7.How will you provide this?

Q8.Will you be making adjustments to your marketing strategy to suit the needs of the export country? If so, describe.

Q9.What potential issues may prevent your product/service from succeeding in the international market?

Market Analysis Q1.What types of market research have you undertaken?

Q2.What countries will you be to exporting to?

Q3.What are some of the political and legal factors in these countries that may affect your business?

Q4.What are some of the economic factors in these countries that may affect your business?

Q5.What are some of the technological factors in these countries that may affect your business?

Q6.What are some of the social and cultural factors in these countries that may affect your business?

Key Questions for Export Planning

At a minimum, the following 10 questions should ultimately be addressed:

1.     What products are selected for export development?  What modifications, if any, must be made to adapt them for overseas markets?

2.     What countries are targeted for sales development?

3.     In each country, what is the basic customer profile?  What marketing and distribution channels should be used to reach customers?

4.     What special challenges pertain to each market (competition, cultural differences, import controls, etc) and what strategy will be used to address them?

5.     How will the product's export sales price be determined?

6.     What specific operational steps must be taken and when?

7.     What will be the time frame for implementing each element of the plan?

8.     What personnel and company resources will be dedicated to exporting?

9.     What will be the cost in time and money for each element?

10.   How will results be evaluated and used to modify the plan?

A clearly written marketing strategy offers six immediate benefits:

1. Because written plans display their strengths and weaknesses more readily they are of great help in formulating and polishing an export strategy.
2. Written plans are not as easily forgotten, overlooked or ignored by those charged with executing them. If deviation from the original plan occurs it is likely to be due to a deliberate choice to do so.
3. Written plans are easier to communicate to others and are less likely to be misunderstood.
4. Written plans allocate responsibilities and provide for an evaluation of results.
5. Written plans can be of help in seeking financing. They indicate to lenders a serious approach to the export venture.
6. Written plans give management a clear understanding of what will be required and thus help to ensure a commitment to exporting. In fact, a written plan signals that the decision to export has already been made.

What is Branding?

THE WATER IS FREE. WE CHARGE FOR THE LABEL AND THE BOTTLE ( "PERRIER")
What is Branding?

Branding is not only your logo but also your business name. Great names evoke intrigue, savvy and class, and tell customers a lot about who you are. When you begin the branding process, think first about your name. Next, envision an image that works with that name. Finally, create a byline, which is a short sentence that describes who you are or what you stand for. Here's an example. I named of one of my first coffee bars "Caffe Primavera." In Italian, "Primavera" means springtime. For my logo I used a Corinthian column with a floral theme at its base, surrounded by two renaissance angels. The byline I chose was "Coffee delivered from heaven."

There are many examples of expired branding in the coffee world. Let's look at Seattle's Caffe D'arte (Italian for "coffee of art"). Its simple logo incorporates the company name and a cup in a design that uses traditional Italian colors. Its byline, "Taste the Difference," tells you a lot. It indicates this company has traditional Italian coffee and suggests it is a high quality product.
Another Seattle coffee company with impressive branding is Caffe Vita. Its logo features an Italian clown holding a cup. The image is classy, whimsical and reminds me of Carnival in Venice, reinforcing the link to Italy, the Mecca of espresso. The company uses its name and branding in fun and unique ways, probably more so than any other company in the industry.
Recently the company gave away black hats with an embroidered logo that simply said "Caffe Vita." But for the younger crowd, as a very creative and unique promotion, the company created cheap black and white foam baseball hats that from a distance read "VITA SUCKS." Upon closer inspection, you could read small print that said, "VITA is great! What SUCKS is when you can't find any!"
Your Byline
You can't underestimate the importance of a great byline in your marketing program. In addition to the bylines noted above, here are some fictional examples: Albany Coffee: "Your Hometown Roaster," and Anchorage Coffeehouse: ""Hot Brews for a Cold Day." Remember, your byline should tell your customers what your mission is in one easily remembered concise statement.

Why Branding is Important
Your brand is more than a series of words; it is your corporate identity. Your name and logo should tell people who have never been to your establishment something about you. Your brand should be strong enough to convey a message and a feeling in an instant. When you run a small newspaper ad, besides a Website, phone number and address, your logo may be all someone has by which to judge your business. If your logo looks professional, it alone may be the reason that someone decides to visit your coffee establishment for the first time.

When you are developing your identity, first define your target or niche market and make sure your branding speaks to those groups. For example, if you are located close to a university or college, your branding should appeal to the young adults who will probably be your main source of income. If your operation is in a downtown district, it would be wise to create branding that will be attractive to office workers and business people. If you're in a suburban shopping mall, you will probably want to develop an identity that will engage mothers, shoppers and area residents.

Properly executed branding can set small chains and independent retailers apart from the big chains. World Cup Coffee & Tea, a small chain in Portland specializing in organic, shade-grown, fair-trade and relationship coffees, has created branding with thematic ties to its niche market-coffee consumers who are interested in the social issues surrounding coffee. So its branding is colorful and fun, with an International and ecological flavor, suggesting an affinity with the environment and sustainability issues.
I have seen many small companies make the mistake of choosing an identity too quickly. Sometimes when Bellissimo arrives to train retailers on-site, the first thing we see is a sign with a poorly designed logo. We do our best to explain how to use these ill-conceived logos, but to be honest, if the identity is not professional, do you want to see it everywhere you look? A good rule of thumb is to have as many people as possible look at your prospective logo before you invest any money in it. Garner the opinions of people whose taste you trust.
Taste may be subjective, the law is less so. From a legal standpoint, it is extremely important to check with your attorney before finalizing your name to avoid copyright infringement. Every state has different laws regarding business names. A client of mine in Arizona wanted to register the name "Caffe Paradiso," but because there was already a "Paradise Café" in the state, my client was unable to use the name. In other states, the name may have been acceptable. Make sure you follow the proper registration procedures in your state so you will not have to change your name years later because of an infringement violation.
Options are Endless
If you have a great logo and brand, you can add another profit center to your business by selling retail items. The sale of retail merchandise can put additional dollars in your till each and every day if your brand is visually appealing and cool.

• Logo items you can sell include:
• T-shirts / Sweatshirts
• Mugs / Coasters
• Thermal mugs
• Branded pre-sold coffee cards
• Hats
• Chocolates
• Even Frisbees!

These may cost a little bit to produce, but remember that selling retail merchandise emblazoned with your branding amounts to free advertising. To soften the blow, many establishments sell this type of retail item at a small markup. Even if you only make a dollar on a T-shirt, the true value lies in the marketing bang you get by having people promoting your product outside of your store.

Paper to-go cups with your logo that employees take back to an office are great advertising. If you can't afford to have them pre-printed, use stickers. The point is: always think of the residual effects that your branding can have on your business.
If you are a new operation, hire a professional to help you conceive and execute your branding program and assist you with your marketing. If you are an existing establishment and feel you made poor choices when developing your brand, you may want to consider re-branding. However, this can prove costly, and may not make sense, especially if your business is well established. Many companies choose to re-brand from time to time if their name and logo has a dated and worn look or feel.
Branding and identity are two of the most important parts of your overall marketing program. Your marketing materials, your menu board and your signage will all incorporate its elements. Think hard, take your time and if need be, hire a professional

Choosing Sales Channels

Choosing your Sales Channels

 

Channel marketing proves to be a “fit” if the process better responds to the desires of the target market than the organization could do alone. An organization must answer the question, “Will our customers or clients be better served by channel members rather than having us perform these functions?”

Lot size

How many “units” does the end user want per transaction? A household may purchase one personal computer per transaction. The customer service department of Eddie Bauer may purchase 20 personal computers at a time. Channel members may have systems designed to address the needs of both.

Waiting time

The speed of providing faster service may be magnified through the systems that channel members offer.

Location

Getting the product in the right place and time is important. Arranging for “authorized dealerships” throughout a wide geographic area allows products to be conveniently and affordably accessible to customers.

Product variety

The ability to purchase other products from a retail store may enhance the sales and/or margins of all products offered by attracting customers who appreciate the variety of products.

 

Service support

Channel members may be better equipped to offer add-on services. This may include advertising, credit, delivery, installation, and repair to enhance the overall value provided to the customer.

The first step is to select intermediaries that complement the product or service. These channel members should have the goal of offering attractive attributes to the end user. Channel members also need to be motivated to continue to provide value. Motivation typically exists in the form of profitability through stimulating sales. The overall goal is to build long-term and supportive relationships among channel members that are successful for all involved.

WRITTING A GOOD BUSINESS PLAN

What factors are involved in creating a good business plan? Is it the length of the plan? The information it covers? How well it’s written, or the brilliance of its strategy. No.

The following illustration shows a business plan as part of a process. You can think about the good or bad of a plan as the plan itself, measuring its value by its contents. There are some qualities in a plan that make it more likely to create results, and these are important. However, it is even better to see the plan as part of the whole process of results, because even a great plan is wasted if nobody follows it.

Planning is a process, not just a plan

A business plan will be hard to implement unless it is simple, specific, realistic and complete. Even if it is all these things, a good plan will need someone to follow up and check on it. The plan depends on the human elements around it, particularly the process of commitment and involvement, and the tracking and follow-up that comes afterward.

Successful implementation starts with a good plan. There are elements that will make a plan more likely to be successfully implemented. Some of the clues to implementation include:

1. Is the plan simple? Is it easy to understand and to act on? Does it communicate its contents easily and practically?
2. Is the plan specific? Are its objectives concrete and measurable? Does it include specific actions and activities, each with specific dates of completion, specific persons responsible and specific budgets?
3. Is the plan realistic? Are the sales goals, expense budgets, and milestone dates realistic? Nothing stifles implementation like unrealistic goals.
4. Is the plan complete? Does it include all the necessary elements? Requirements of a business plan vary, depending on the context. There is no guarantee, however, that the plan will work if it doesn’t cover the main bases.

Uses of business plans
Too many people think of business plans as something you do to start a company, apply for a loan, or find investors. Yes, they are vital for those purposes, but there’s a lot more to it.