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4 Export fails to avoid in 2016

5 April 2016

4 Export fails to avoid in 2016

If you’re an exporter, you’ll know it’s not all beer and skittles when it comes to achieving business success.

And with this in mind, our Executive Committee recently met to discuss some of their export failures – with the goal being to create learning opportunities for other exporters.

So without further ado, here are our top 4 export failures to avoid (and learn from):

4 export fails to avoid in 2016


1. Fail: Not tackling a public relations incident.

Tips for exporters when your reputation is at stake:

  • Act quickly
  • Acknowledge the situation
  • Plan your response

Bonus tip: Learn and monitor the communication channels of your market.


2. Fail: Not having IP protection before entering the market.

Tips for exporters when entering a new market:

  • Get IP advice
  • Get a trademark for each country you want to export to
  • Be prepared to enforce your IP (and understand the costs)

3. Assuming your product will work in your chosen market.

Tips for market validation:

  • Make sure you understand the environment first
  • There’s no substitute for physically going there
  • Spend time building relationships

4. Adopting a scatter-gun approach.

Tips for exporters:

  • Be targeted and focused on your specific area of the market
  • Validate all information (and have all variations in writing)

And just to prove we're not making stuff up, here are the hand-written notes from our session...

Export Fail One

Export Fail Two

Export Fail Three

Export Fail Four

Our Export Committee meet each month and have poor hand-writing.

Got a topic you’d like covered? Email melissa@exportnz.co.nz

Car in Harbour Photo Credit – SunLive