Start exporting

• Step 1: Market Definition
  The market definition determines the direction of your export. The market definition usually contains several dimensions: products, customer groups, and needs. In this step you look into the question of what the company considers as their market.
• Step 2: Internal analysis
  Is the company financially capable to broaden their market or develop their market? A financial ratio analysis is indispensable. Beside the financial approach you have to analyze both the organization as well as the product of the client.
• Step 3: Export Country Selection
  Which country would be the best to start selling your products? Focus on a few potential interesting export markets first, and then determine which ones you are going to tackle (first).
• Step 4: Industry Analysis
  The most important question for the exporter is how the developments in the industry of the chosen country will form. Then you will look at the opportunities and threats from the industry and how the export companies can position themselves within the markets.
• Step 5: Competitive Analysis
  In what way can the product differentiate itself from competitive products? Important is to determine who are the current or potential competitors and how they differentiate themselves. You design a competitive analysis based on how a competitive analysis can be defined.
• Step 6: Customer Analysis
  After, with the help of your filter model, you have chosen a few countries, you will determine which countries contain attractive segments that react homogeneous on the marketing policy.
• Step 7: Distribution Analysis
  An answer to the question on how the foreign market should be approached, an analysis of how the enter and their possibilities is necessary. You will put the pros and cons of the possible different channels opposite of each other.
• Step 8: Confrontation Matrix
  After the internal and external analysis you will put together a confrontation matrix. You will formulate a few options on how the country/market can be successfully realized. Also, you will set your growth strategy and determine your market choice and market entry strategy.
• Step 9: Export Marketing Policy
  Why should a foreign client buy this product or service and why should it be with you? In this part you will refine the P’s of the marketing mix.
• Step 10: Financial feasibility of your Plan
  In the last step you will ask yourself what is the extent of financial risks and what are the steps that need to be taken and what the feasibility of your plan.

The Export Canvas forms the basis for your Export Plan and further development of it.