1. Export Basics: Getting Started
H J Bengochea B.Sc. M.B.A.
February 2016

2. The New Business Environment Realities
Trade Agreements
Sustainable Physical Environment
Sustainable Social Dynamics
Technological Revolution
CARICOM / CSME
The Paris Agreement
UN Sustainable Development Goals
Internet
Caribbean Basin Initiative
Sustainable Cities
Eradication of Poverty
Social Media
ACP – EEC Convention
Sustainable Transport
Women Empowerment
Global Financial Transactions
CaribCan
Sustainable Energy
Education
CARICOM & Colombia Agreement

3. New Business Opportunities in Times of Change Short Case Studies
Mario Sabga-Aboud
In 1986, while T&T struggled under the weight of a deep economic depression, Mario Sabga-Aboud opened a fast-food restaurant which sold hamburgers to a public that everyone knew loved chicken. Despite the naysayers, it turned out Trinidadians liked patties, too. One year later, the nation would find out that people quite possibly liked pizza even more than patties, and Pizza Boys was born. 
Today, the Pizza Boys Group is the umbrella under which an impressive collection of restaurants operates.
Claudia Pegus
Claudia Pegus is more than an haute couture fashion designer. She is one of the main drivers of the growth of the fashion industry in T&T working tirelessly towards the creation of a space which allows for the operation of retail and export-oriented fashion houses as well as encouraging the development of our young people looking for a career within the industry.
Over the course of three decades, Pegus has learnt from old Spanish tailors, apprenticed with English couturiers, presented collections at international Fashion Weeks, consulted for governments, continued to provide for a private clientele outside of the shores of Trinidad, taught at university and delved into retail. 
Neysha Soodeen
Neysha Soodeen is no stranger to people calling her crazy. Head of the Toute Bagai Publishing Company, she launched a magazine that no advertiser or banker wanted to get behind. Today, it is one of the leading Caribbean magazines and can be found on coffee tables across the world and in stores that previously didn’t want to accept it for sale.
From one magazine to three, the MACO brand is synonymous with quality and advertisers recognise the intrinsic value of sharing space with such a brand. At the start, however, she could only hold on to advertisers who were more comfortable with radio and television, by offering deep discounts. 

4. What did we learn as we discussed these examples?

5. The Concept of the Long Tail

6. Our Business Mission and Purpose
What is your Business Mission & Purpose?

7. The Opportunities that Exporting Offers to my Business
Theoretical Benefits of Exporting
Benefits to my Business
Opportunities Open to my Business for Exporting
Increasing Sales
Increasing Profits
Reducing Risk in the local Market
Lower Unit Costs/Economies of Scale
Overcoming Seasonal Fluctuations e.g. Carnival Industry
Extending Product Life Cycle e.g. Soca Songs
Business Learning & Cross Fertilization

8. The Risk Benefit Analysis of Exporting
Benefits
Risks
Investment in Adaptation too high to be recovered
Need for Additional Financing
Risk of non-payment
Less Focus on Local Market
Risks in Logistics
Delay in Payment

9. Which Tier are You?
Reasons for Choice of Tier

10. Export Readiness Assessment: Product/Service & Possible Overseas Competitive Advantage
Resource
State of Readiness (Scale of 1 – 5 with 1 being not interested and 5 being I am committed to shipping an order this month)
Our Commitment to Exporting
A Clearly Defined Mission / Purpose with International Relevance
Product(s) / Services that you desire to Export
Presence of Excess Capacity to Export
Clearly defined Overseas Customer Competitive Value Proposition/ Competitive Advantage Overseas
Financial Commitment
Organizational Readiness (Human Resources & Systems)
Total Score

11. Detailed Export Readiness Assessment Form for those scoring 20+ on the previous checklist
Time allotted for distribution and filling out of the detailed Export Readiness Assessment Form.
For those scoring less than 20 points :- What are the Key Obstacles to Exporting?

12. A simple journey of a product/service to an overseas market and the ‘travel documents’ it would need
Sub-Sections
Specific Documents
Common Export Documents
Commercial Invoice, Export Packing List, Proforma Invoice
Transportation Documents
Airway bill, bill of lading, shippers export declaration (EEI),
Export Compliance Documents
Export Licenses
Certificates of Origin & certificates for specific goods
Certificate of Origin
Other Export Related Documents
Inspection certificate , insurance certificate, weight certificate

13. Key Success factors: Mission, Strategy, Product/Service, Competitive Advantage, Finance, A Guide
My Resources
Mission & Purpose
Strategy
Product/Service
Competitive Advantage
Finance
Information
An Overseas Business Plan
A Guide

14. Source of affordable Guides & Mentors
What can they Offer
How can I make use of these Guides
exporTT
Comprehensive Information & Guidance & Overseas Missions
smetoolkit.org
Comprehensive Software & Planning Tools
Ministry of Foreign Affairs
Network of Embassies
Ministry of Trade
Information and Permits
EXIM Bank
Trade Financing
TTMA
Advice & Guidance
Chambers of Commerce

15. Choice of Entry Strategy
There are many methods of entry into a market and the choice of an Entry Strategy is probably the single biggest weakness of potential exporters.
Many potential exporters seem to only consider the export of physical product into a market or the direct exporting of a service.
A potential exporter should approach each market as a chess game, taking considerable thought and analysis of a game plan before making the first move.
Each market is unique and the choice of Entry Strategy should be ideally suited to the market.

16. Entry Strategies and their advantages
Risks
Direct Export Distribution
Longevity potential; large sales
Inadequate funds to support the effective roll out
Overseas (target market) manufacture
Avoid Customs and Tariffs, viewed as local
They begin to make their own product
Private Label
No marketing investment, local commitment
They will eventually make alternative arrangements for manufacture
Licensing technology
Technology stolen or duplicated
Purchasing into an overseas establishment
Fast turnaround, learn the market as you grow
Inadequate Due Diligence
Establishing an overseas company
Control of Distribution
Unable to recover one’s investment
Selling to only one large client (strategic alliance)
Low upfront investment
Lose other opportunities in the target market