How Does Export Canvas Work?

1. Problem – Customer Problem Awareness

Your customers will probably have several different issues that they run into. But how aware are they of these problems. Do they know how to deal with these problems? Do they even know that they have these problems? From the first step of the Export Business Model Canvas it is all about the people. Instead of immediately solving these problems we will help you think about the fact of your customer problem awareness. Auto manufacturer Henry Ford once said: ‘When I ask my customers what they would have wanted, they would have said: a faster horse.’ Steve Jobs said: ‘Often people do not know what they want until you show it to them.’ With this step we will help you figure out the problems that your customers face.

2. Solution – What problem are you going to solve?

What will you team do exactly, and in which country, to make sure that the export business model will actually work in the future? Here it is all about the most important business activities. Are your core activities suitable for exporting? They are, just like the key resources, necessary to earn money with your value proposition, to maintain your client relationships and to reach your markets.

3. Unique International Value Proposition – What do you offer what others don’t?

The value proposition is the reason why clients choose  your company. With complex products and services it will become more important to show added value before a client will purchase the product of service. A good value proposition is not only indispensable but can also differ per country. What is your Export Blue Ocean?

4. Competitive Advantage – How’s your business better?

How do you create a competitive advantage? By providing lower prices for the same products (cost leadership), by offering a better or more attractive product (product differentiation) or by focusing on a certain niche. With 1 click of your mouse you will find an alternative. Is it possible to duplicate what you are doing abroad?

5. Buyer Persona’s – Who are your perfect clients?

Sales and marketing are important pillars under your export plan. Which different groups of customers do you want to reach with your company in another country? What is the Export Buyer Persona? Choose which way you want to have contact with your client and what the clients expects from you. This can differ per customer group. From fully automated to face-to-face contact. An Export Journey just for your company.

6. Export KPI’s – Measure what and how?

Your Key Resources are the most important tools and resources that are necessary to let your business model work. But how are you going to measure this? Key Performance Indicators are variables to analyze the performances of a business, brand of product. KPI’s are used to generally objectively measure the success of an export plan.

7. Channels & Countries – Where can you buy what?

Channels play an important role in how your client experiences your company. You will reach your client groups via the communication-, distributing-, and sales channels to deliver your value proposition. Do you choose for a country-for-country roll-out or do you directly select groups based on language and culture? Which network do you need for a warm introduction to local partners.

8. Cost Structures – Basic Costs / Export Costs

With a good thought out export plan there is a cost analysis. Are you aware what you require financially? Are your most important resources, core activities and partners clearly defined? And which price are you going to charge in which country? From Lean Six Sigma the cost-benefit analysis is a tool to get clear insights to the future costs and the expected yields.

9. Revenue Streams – Pricing? / Investors? / Subsidy?

Who is going to pay you what? With which currency’s will you be dealing? Each customer segment can generate one or more revenue streams. For example by sales, rent, service or partner deals. At the end you will be dealing with creditworthiness, payment security, default or refusal of delivered goods. Market prices or transport costs: include it all in your Export Canvas.