Many businesses choose their next export market by accident: an enquiry arrives, a trade show is coming up, or a competitor is already there. Sometimes it works. Often it ties up time and money in a market that was never the best fit.
1. Start with what makes you sell at home
List the three or four reasons customers buy from you today. Then ask, honestly, whether those reasons travel. A strong local brand, a short supply chain or a personal relationship may not carry over.
2. Screen several markets, not one
Compare a handful of candidate markets on the same criteria:
- demand and fit for your category;
- access: tariffs, standards, certification, logistics;
- competition and price levels;
- channels: is there a realistic route to market for a business of your size?
- practicalities: language, time zone, travel and payment practices.
3. Go deep on the top one or two
For the best-scoring markets, research the landscape, the target audience, the barriers to entry, the competitors and the retailers or distributors you could work with. A simple SWOT keeps it honest.
4. Decide the route in
An importer or distributor is often the fastest route in, but not always the best. Compare the options for your category before you start approaching partners.
5. Budget for the marathon
Plan for at least a year of effort: materials, samples, travel, trade shows and follow-up. The first order is the start, not the finish.
--- This is an example article to show how Insights will look. Edit or replace it in the Studio.