Export for growth

Your business is doing well and you’re itching to explore new markets. Turn your brand into a household name. Hey, why not? Kiwis have sold overseas for generations. You’ll be following in great and famous footsteps if you export. 

At its simplest, exporting is selling goods or services in another country. What the product or service is, how much you sell, or how it’s sold or delivered doesn’t matter. All that matters is that you’re selling to someone overseas. 

Exporting can: 

• expand your business and make it more competitive
• increase your potential customers 
• grow demand for your goods or services
• boost your sales and profits
• spread your risk so that your eggs aren’t all in one basket 
• smooth out the ups and downs of business. 

Don’t press “Go” just yet

Hang on a minute. Remember the saying ”If you fail to prepare, you are preparing to fail”? We recommend you do careful homework first. You may already have distributors all around the country, but exporting’s very different. 
   
Exporting is a much bigger deal than an Otago vineyard selling to someone in the sunny Bay of Plenty. You’ll be exploring new frontiers. To succeed, you’ll need more than good luck and your gut feel on your side. 

You have to think systematically about things like: 

• marketing – will your usual channels work?
• taxes – how much will you have to pay, and where? What about export duties and levies? 
• logistics – who will distribute your product and how will it get to customers? 
• copyright – what will you do if someone copies the design you’ve spent years perfecting?  

Offer something they can’t resist

What’s the big deal about your products or services? Why would someone beat a path to your door? Your local market values convenience? Sweet. But the overseas market you’re eyeing might value quality or prestige more. Making something super convenient is no use if that’s not what someone wants. 

To identify your value proposition (what problem you solve for customers), check out this explanation, video and template. 

Learn what a value proposition is — New Zealand Trade and Enterprise 

Map your export journey before you start

Want to sell to people in San Francisco, Sydney, or Shanghai? You’ll need a good export plan. Do your research so you can make smart decisions about where and how to export.  

Find out what, if anything, you’ll have to change about what you’re selling and how you sell it.  

Find out what you need to know about exporting — business.govt.nz

Create a good export plan — business.govt.nz

Think about how to ship and distribute — business.govt.nz

Connect, connect, connect! Being well connected means you’re more likely to hear about news and developments. More likely to hear about potential clients and get in touch with them. More likely to meet people with exciting ideas and out-of-the-box solutions. Who knows, they might want your service or hold the answer to a problem that’s keeping you up at night. 

Grappling with a problem because you’re a small player? Someone will be able to help. Small and medium businesses made up 96% of firms that exported in 2018, directly or indirectly. 

To be well connected, you have to get out there, attend events and shake hands. But you can also find and use existing networks.  

Tap into a network of innovators — Callaghan Innovation 

Contact overseas Kiwis who have local connections — Ministry of Foreign Affairs and Trade 

Join an export peer group — New Zealand Trade and Enterprise 

Meet women who export — New Zealand Trade and Enterprise  

Join Ngā ratonga pakihi Māori – Māori Business Services — New Zealand Trade and Enterprise 

You’re an expert in your field, but no one is an expert at everything. There’s just too much to know. But consulting professionals who have “been there, done that” will help you find the best path and avoid gnarly problems. 

For example, talk to lawyers about protecting your intellectual property, trademarks, designs and patents.

Consult accountants who know all about overseas taxes, to understand how best to organise your books and accounts.  

And get advice from government agencies that are set up to help exporters too. 

Find out about intellectual property protection for exporters — New Zealand Trade and Enterprise 

Government agencies can help when you export — business.govt.nz