USER MANUAL / SELF ASSESSMENT

Are You Export Ready?

Checklist: “Assessing Your Resources”

For the items below, check your present status and then star your priorities for further resources development:

We have the following commitments:
_____ Senior management support for ____ months of market development
_____ Senior management willing to travel abroad to develop business
_____ Export development budget of ___________________
_____ Other: ______________________________________

We have the following tools:
_____ Appropriate language spellcheckers
_____ Polished marketing materials
_____ Website
_____ Media kit
_____ Membership in our target market industry association
_____ Membership in a local trade organization (Chamber of Commerce)
_____ Standard fax-back materials for rapid response
_____ On-line access (for communication and on-line bidding)
_____ Other: _____________________________________

We have the following personnel:
_____ Marketing person dedicated _____% to export market development
_____ Technical staff dedicated _____% to export market development
_____ Staff who can make excellent presentations
_____ Other: ______________________________________

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Selecting a target market

“Checklist: Comparative Information for Short-Listing Markets”

To help you create a short list of the most appropriate target markets, tick the items on which you will need to comparative information for each market you are considering.

We need the following market information:
_____ Macroeconomic data such as __________________________
_____ Availability of literate skilled workers
_____ Ease of temporary business entry (visa requirement)
_____ Percentage of foreign ownership allowed
_____ Fees withheld at source from a Foreign Service Provider
_____ Performance bond requirements (if applicable)
_____ Types of support available from commercial attaches
_____ Other: _____________________________________________

We need the following customer information:
_____ Motivation for buying services from foreigners
_____ Openness to buying services from our country
_____ The potential for our firm to obtain government procurement contracts
_____ “Local content” (residency, presence, partner, agent) requirements
_____ Presence of the type of customers we usually service
_____ Other: ____________________________________________

We need the following industry information:
_____ Trends towards consolidation?
_____ Trends towards increased specialization
_____ Mutual recognition of professional credentials (if relevant)
_____ The extent of government control of the industry?
_____ Other: ______________________________________________

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Tips for developing effective website

Design

• Design the site to support your objectives.
• Get professional design advice.
• Ensure that the site reinforces your desired corporate image.
• Don’t make your site rich in graphics, to avoid downloading delays and visitor frustration.
• Ensure it is accessible 24 hours/day.
• Engage customers in a dialogue.
• Fine-tune your content for each visitor. (Integrate a personal preference database into your site).
• Keep your site updated, to retain a freshness factor.
• Give your site entertainment value.
• Keep your tone conversational in style.
• Evaluate your site to ensure it is meeting your expectations.

Launch

• Market the presence of your site through other promotional materials.
• Register your site on common search engines; get listed on “What’s New” sites.
• Plan a web site “launch” to invite clients to view the site. Send out press releases; send messages to e-mail news groups; send
  announcements to newsletters (printed and electronic) and mailing lists; advertise in “What’s New” sites; attract banner
  advertising; send direct mail announcements; add a note to signature (sig.) files.
• Provide gifts and giveaways during launch activities.

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