Building a business without borders

After surveying New Zealand companies about attitudinal and aspirational barriers to exporting, New Zealand Trade and Enterprise has produced a guide for would-be exporters.

This Way Up: Facing the Challenges and Thinking contains tips and information to help would-be exporters take the plunge.

NZTE's survey found a confident, decisive risk-taker is more likely to turn a company into an exporter. Agency chief executive Tim Gibson summarises the booklet's advice for taking Kiwi products to the world.

Read success stories

Stories of exporters overcoming difficulties to achieve global success can be inspiring. Take Ross MacKenzie of Penrose-based Old Fashioned Foods. "Our first consignment of steam puddings for Sainsbury's in the UK was rejected because delays at their end meant the product didn't comply with shelf-life requirements," he says. "We responded by air freighting a container of puddings worth $50,000 profit at a cost of $100,000. It was our first big breakthrough in the UK and we were determined not to miss the opportunity. Now we send half a million puddings to the UK each week."

Collaborate

Look for opportunities to collaborate with like-minded people or experienced exporters - those who've hung up their boots and those still in the game. Bounce ideas around, mine them for their knowledge and information, talk through issues and spark off each other's creativity. Information is power There is plenty of free information available online and at libraries. There are also regular seminars, workshops and training programmes available from NZTE, Export New Zealand, local economic development agencies and the Chambers of Commerce. The Biz Service is also a useful source of information and training resources. Check out www.exported.co.nz

Take small steps

Test the waters - try exporting to New South Wales first, rather than the whole of Australia. Celebrate successes Celebrating small successes can be an effective way to overcome the fear of failure. "I never lose any sleep over a failure, I just think, 'tomorrow's another day and we'll get on and have another go'," Bob Sievwright of Tauranga-based Trimax Mowing Systems says. Form alliances If you feel exporting is just too big a task for your business to handle itself, form relationships or alliances with others. As John Bush of Christchurch technology company Northern Arch notes, "to export successfully you need a team with a blend of complementary skills. Nobody can do it alone."

Network

Good relationships and networks can help mitigate the risks. Form networks both in New Zealand and internationally to help open doors, assist with marketing, and provide market intelligence and sales.

Get a mentor

A mentor can be one of the most valuable assets when you start exporting. "I have an exceptional chairman of the board who I know and trust and who is a very supportive mentor," Rick Fala, CEO of bathroom products maker Methven, says. "Being a CEO can be a very lonely role and you need someone to bounce ideas off."

Take the plunge

Even successful exporters had to take that leap from selling locally to selling to the world. Many felt the fear. But they did it anyway. You can too.

This Way Up can be downloaded from www.nzte.govt.nz, or phone NZTE on 0800 555 888.

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