Looking Beyond to Find Your Customers
About Us
by Rick Murray, Chief Executive Officer, ASBA
The Arizona Small Business Association
Global is the new buzz word in business.
have had marginal success in the U.S. but
is the largest trade association dedicated
For most of us, the idea of going global seems
have potential for high demand overseas.
to serving small business in the state
like a lot of effort and time — both of which
Many small businesses make 100 percent of
representing 10,000+ member businesses
are in short supply. Add to it the risk of doing
their sales in foreign markets.
and over 1/2 million employees in all 15
business with someone who speaks a different
counties. ASBA members enjoy access
language and uses different currency, and going
to significant group discounts, countless
global doesn’t look like a very good business
opportunities to do business with each
opportunity. But it doesn’t have to be that way.
other, a wide array of insurance products,
The Metro Phoenix Export Alliance (MPEXA)
and active advocacy efforts on public
was recently formed to help small businesses
policy issues to protect their businesses.
identify opportunities in exporting and assist
Discover more at www.asba.com.
them in making exporting a reality. If you have a website, you are already global. MPEXA
Join ASBA. Be amAZed®
will become a resource for small businesses, helping identify and monetize exporting opportunities. MPEXA will be educating
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companies that have not exported in the past to recognize the opportunities available. The SBA Export Business Planner has a list that helps assess your business’ readiness to export. 1. Determine the Benefits and Trade-Offs of International Market Expansion Start by brainstorming a list of benefits and trade-offs for expanding your market internationally. Your list of benefits and trade-offs should be based on your current assumptions about 1) your company, 2) your
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company’s products, and 3) market knowledge.
Not Work
2. Perform a Business/Company Analysis You’ll need to perform an in-depth analysis
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of your existing business to determine the
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feasibility of growth.
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3. Conduct an Industry Analysis Once you have examined the status of your
Phoenix, AZ 85034
own company, the next area for consideration
p. 602.306.4000
is your overall industry. How is it currently involved in the global marketplace?
Southern Arizona 3444 N. Country Club Rd. Suite 118 Tucson, AZ 85716 p. 520.327.0222 © 2016 ASBA. A publication of the Arizona Small Business Association. For more information or to join ASBA, please contact us at www.asba.com. Section designed by the Arizona Small Business Association.
4. Identify Products or Services with
5. Marketability: Match Your Product/ Service with a Global Trend or Need Once you’ve identified products/services with export potential, the next step is to identify the most profitable foreign markets for those products. This means gathering foreign market research. Ask yourself: • Which countries are best-suited for my product? • Which foreign markets will be easiest to penetrate? • How does the quality of my product compare with competing in-market goods? • Is my price competitive? • Who could my major customers be? 6. Define Which Markets to Pursue Once your research has revealed the largest, fastest-growing and simplest markets to penetrate for your product or service, the next step is to define which markets to pursue. It’s best to test one market, and then move on to secondary markets as your expertise develops. SBA data shows that new-to-export businesses often tend to choose too many markets at first. For most small businesses, choosing one to three foreign markets initially is recommended. Exporting doesn’t have to be daunting and unmanageable. MPEXA is a resource you can use to help create the path of least resistance for exporting and eventually greater profitability. The initiatives created by MPEXA are making exporting easier and more straightforward for companies, helping them realize our customers are no longer just in our neighborhoods.
Export Potential Part of the overall analysis of your current business involves identifying products and services that may have export potential. These have sold successfully domestically or maybe
Metro Phoenix Export Alliance
mpexa.com
For more information on exporting and the services MPEXA can provide, contact Dawn Nagle at 602.386.5608.
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