Women in export
ACOLLECTION OF CASE STUDIES OF SUCCESSFULBUSINESS WOMEN IN EXPORT
© 2005. This publication is the intellectual property of Austrade and cannot be reproduced in any form without Austrade's prior written permission. The information contained in this publication is anecdotal in nature and not intended as advice; Austrade makes no warranty as to the accuracy or usefulness of any information contained in this publication and any loss or damage suffered as a result of reliance on this information is the sole responsibility of the user.
Acknowledgements2 Foreword3
Axiom Business Systems4
Battlefield Sports6
Caminatta Yabbies8
EWord Technologies10
Glass Artists’Gallery12
IELTS Australia14
Inland Trading Company16
Island Olive Grove18
June Dally-Watkins20
Kids@Home22 Moonraker Australia24 Punch Coffee26
SIPOrganic Infusions28
Spicy30
acknowledgements
Austrade gratefully acknowledges the contributions of all individuals and organisations featured in Women in Export. The assistance provided by various organisations, both government and non-government, provides a backdrop for those Australian businesswomen who through their efforts are taking Australia to the world.
New Projects, Exporter Initiatives
Austrade, Canberra
2005
foreword
Austrade is pleased to present the following case studies as part of its Women in Export Program. These case studies demonstrate the success of Australian women in the international export arena. Women from all over Australia – from capital cities and regional areas and from a range of industries, from agriculture to manufactured goods and services. These women are important role models for other businesswomen hoping to expand their business internationally.
To help women realise their full export potential, Austrade has set up a 'Women in Export' program. The program is dedicated to removing barriers to export for women entrepreneurs and to raise the 'intention to export' amongst women-led companies. The Women in Export Program encourages networking and mentoring amongst women exporters and business groups to raise awareness of Austrade programs such as the New Exporter Development (NED) Program and Export Market Development Grants (EMDG).
The program itself will help Austrade's mission to 'double' the number of exporters from a 25,000 'base' of traditional exporters in 2000-01 to 50,000 by 2006-07. According to Austrade research, most of the growth in the exporter community will come from small and medium sized enterprises in emerging industries. Therefore, many of the new businesses will be run by women entrepreneurs or have female involvement in key positions in the new companies.
So in future, you will hear more stories about successful women in exporting. This will benefit those women themselves and their businesses. But there will also be community benefits as well. Austrade research shows that exporting assists wage levels, employment prospects, education and training and the spread of innovation and technology throughout Australia.
Jenny Mathews State Manager, Western Australia
Anne field
BUSINESS SYSTEMS
REASON(S) FOR GETTING INTO EXPORT
Axiom ran out of cemeteries to market to in Australia. The nature of Axiom’s niche market required the company to take its product to a mass market, which was only available in the international arena. The joint venture Axiom has just launched with its Atlanta partners, Associated Tribute Systems Inc. will promote Axiom’s technology solution to a population of 280 million.
BENEFITS DERIVED FROM EXPORTING
Axiom is gratified by the global recognition of the quality and expertise in its technology developments. Axiom has also seen a significant increase in sales, which will support further research and development into the expansion of its products. Exporting has given the company a significantly expanded growth opportunity.
MARKET ENTRYSTRATEGY
Marketing has been directly targeted to advertising and attending all international trade exhibits of the leading associations of cemeteries and funeral home managers.
BIGGEST CHALLENGE OR OBSTACLE
Overcoming the perception of ‘the geographical impossibility’in dealing with a company from Australia.Technology, personal service and a willingness to travel anywhere have helped Axiom achieve this. Another challenge has been the fluctuations in exchange rates, which have impacted on Axiom’s price structure.
ADVICE FOR NEW EXPORTERS
Axiom’s Chief Executive Officer, Anne Field said it is wise to systemise every aspect of your business and be prepared to work in your export time zone as well as the Australian time zone.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“It is very worthwhile to consider engaging the services of a professional to help you design a detailed business and export plan,” Ms Field said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW
HAS IT HELPED YOUR BUSINESS?
“The Export Market Development Grants (EMDG) scheme, which offers partial reimbursement of export promotional costs, has assisted us by compensating for some of our marketing expenditure,” she said.
Industry
The cemetery and funeral home industry
Product/Service
The company provides software technology solutions to managers in the Death Care industry. The software addresses: managing financial and accounting information, record keeping and property mapping services. The company’s signature product is the Touch Screen Kiosk program, which allows people to locate their loved ones in a cemetery at the touch of a button
Business start up 1983
Exporting start up 2002
Markets
Currently the USA, but plan to expand into other countries
Key achievements
Successfully implementing state-of-the-art technology solutions in California, Illinois, Ohio and Georgia. In addition, Axiom has formed a strategic alliance with a significant industry supplier in Atlanta to consolidate its position in the Northern American confraternity of cemetery managers
BATTLEFIELD SPORTS BRISBANE | QUEENSLAND
Nicole Lander
REASON(S) FOR GETTING INTO EXPORT
Battlefield Sports is the creator of a new game concept, laser skirmish, a hybrid of traditional indoor arena laser tag and paintball skirmish. The company had always set out to export its product. Laser Skirmish is a niche product so Battlefield Sports always had their sights on global expansion. Because of a small Australian market, Battlefield Sports’financial survival is dependant on successful exports.
BENEFITS DERIVED FROM EXPORTING
The company has been collecting an impressive swag of awards since it began, including a major award at the 2004 Queensland Export Awards. Battlefield Sports are also having great financial success. The 2003-2004 financial year saw a massive increase in global sales of 210.4 per cent over the previous year.
MARKET ENTRYSTRATEGY
Battlefield Sports focussed on internet marketing to launch its products internationally. They are well ranked in Google, Yahoo and others. Web marketing is becoming more challenging, but Battlefield Sports already has its brand name out there. Battlefield Sports are leveraging off this with traditional marketing. They will continue to grow the export business through a combination of new product development and enhancement, and expansion of existing and potential markets, including North America and Asia.
BIGGEST CHALLENGE OR OBSTACLE
Battlefield Sports believes its greatest challenge has been staying innovative: “The research and development side turned out to be more expensive than we first thought but we have to do it to keep ahead,” Battlefield Sports Senior Vice-President, Marketing, Nicole Lander said.
ADVICE FOR NEW EXPORTERS
Ms Lander said: “Give it a go and keep going. I believe in being on post. I’ll often wear my battle fatigues to the office so I’m ready at a moment’s notice to go out to the battlefield.”
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“If you have already got a solid base in Australia that always helps,” she said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
“The company has just been approved for its first grant through Austrade’s Export Market Development Grants (EMDG) scheme, which offers partial reimbursement of export promotional costs,” Ms Lander said.
Industry
Sports entertainment hybrid
Product/Service
Laser skirmish and equipment
Business start up
2002
Exporting start up
2002
Markets 17 countries, including the US, UK and Canada
Key Achievements
Starting a new industry from scratch and finding huge success; offering a product that appeals to a larger market than traditional indoor laser tag and outdoor paintball skirmish
CAMBINATAYABBIES
KUKERIN | WESTERN AUSTRALIA
Mary Nenke
REASON(S) FOR GETTING INTO EXPORT
Cambinata Yabbies never intended to get into exporting. However, founder of the company Mary Nenke said their six children were in various stages of education when the recession hit and they found themselves unable to make ends meet as traditional wheat and sheep farmers. Yabbies became the solution almost by accident when their son Paul caught 50kg to sell. From there they began.
BENEFITS DERIVED FROM EXPORTING
Exporting has given Cambinatta Yabbies a much wider market and they feel great satisfaction to be promoting such a wonderful product from a country that is clean and green. International clients highly regard their product.
MARKET ENTRYSTRATEGY
Cambinatta Yabbies placed a free listing on the Austrade website and a US export businessman stumbled across their website. He gave them a call and the US export business took off. Cambinatta Yabbies believed it was essential to expand internationally.
BIGGEST CHALLENGE OR OBSTACLE
Mrs Nenke said surviving drought has become a way of life for her family.
“In 1996 we nearly lost Cambinata Yabbies – and in 2002 the worst drought in the state’s history reached its peak,” she said.
“This time it was a different though – experience has been the greatest teacher. Obviously we could do more without the drought, but we have strategies for recovery. We buy yabbies from a huge area and that’s how we survive. In fact we source product from more than 700 farmers in Western Australia and 90 per cent of them are women.”
ADVICE FOR NEW EXPORTERS
Mrs Nenke said: “You are a woman – don’t try and be a man. Recognise your own skills and those of the people you work with, and utilise them. Women are natural negotiators and multi-taskers.”
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“It is vital to build a strong relationship with your customers so they will stand by you,” Mrs Nenke said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE,
HOW HAS IT HELPED YOUR BUSINESS?
“Austrade was a great help in launching the company on the export market, by providing financial assistance from the Export Market Development Grants (EMDG) scheme, which helps exporters by providing partial reimbursement of export promotional costs. Austrade is very supportive when we are marketing overseas,” she said.
Industry Food
Product/Service
Live yabbies
Business start up
1991
Exporting start up
1993
Markets Include Hong Kong, Singapore, Europe and Dubai. Currently working with a US importer to supply frozen and gourmet products
Key achievements
Exporting an unknown product from a farm near a tiny town in rural Western Australia
EWORD TECHNOLOGIES
ADELAIDE | SOUTH AUSTRALIA
Wendy Kennedy
REASON(S) FOR GETTING INTO EXPORTS
Several years ago eWord worked with the Adelaide Education Department to customise its Microsoft Office system, when the client remarked there was a need for a children’s software product. So eWord went away and developed Max’s Sandbox (later renamed Max’s Toolbox), a children’s interface for Microsoft Office. The software sits over the Microsoft Office program, making it more attractive and user-friendly for children.
When eWord showed its program to the Department of Education client he said he thought there would be a worldwide market for the product.
BENEFITS DERIVED FROM EXPORTING
Sales increased and eWord is hoping this year will be the turning point for the company.
MARKET ENTRYSTRATEGY
eWord initially received assistance from Microsoft to market the product in the US, and also hired a US citizen to represent them. They had good results, but it became apparent the company needed to find a major publisher to achieve maximum sales. eWord signed an exclusive agreement with Scholastic in the US in December 2003 and sales have increased tenfold since then.
BIGGEST CHALLENGE OR OBSTACLE
Cash flow proved to be their biggest challenge because eWord financed the project themselves. eWord found Government funding very helpful for cash flow, particularly through Austrade’s EMDG (Export Market Development Grants) scheme, which provides partial reimbursement of export promotional costs.
ADVICE FOR NEW EXPORTERS
Wendy Kennedy, eWord’s Chief Executive Officer said one of the things they learned is that as a small company it is difficult to find the huge dollars needed for marketing. “The strategy of going with a publisher was a good idea,” she said.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“It is really important to do the research on your market. But even more importantly, make sure you do your feasibility study and make sure you are going to get a return,” Ms Kennedy said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
“They have given us vital financial assistance. Austrade has been fantastic, especially the staff in the UK and Spain,” she said.
Industry
Computer technology
Product/Service
Customised software solutions
Business start up
1995
Exporting start up
2001
Markets
US, UK, Italy and South Africa
Key achievements
Negotiating an exclusive deal to distribute children’s software program ‘Max’s Toolbox’through US publishing giant Scholastic
GLASS ARTISTS’GALLERY
GLEBE | NEW SOUTH WALES
Maureen Cahill
REASON(S) FOR GETTING INTO EXPORT
As a recognised artist Maureen Cahill, Director of Glass Artists’ Gallery said she is proud of the standard of glass art in Australia. “When I started, people weren’t used to seeing glass as an art form. I had a strong desire to help take Australian artists further afield and this pushed me into exporting,” she said.
Ms Cahill said Australia is at the cutting edge in contemporary glass, and the company needed to expand. Now the company has a great collection of established artists, and Glass Artists’Gallery is always developing emerging artists.
BENEFITS DERIVED FROM EXPORTING
Ms Cahill said it has been an honour to help put Australian contemporary glass artists on the international map.
This year the company plans to send works to the famed Victoria and Albert Museum in London. There are only 40 galleries invited from all over the world. There is another Australian gallery participating, Raglan Gallery, in Manly, Sydney.
“People now think of Glass Artists’Gallery globally as very significant producers of exquisite contemporary works in glass,” Ms Cahill said.
MARKET ENTRYSTRATEGY
Glass Artists’Gallery adapted existing gallery techniques to exporting, by including both established and new and emerging artists in each group. This gives buyers the confidence to try new artists, as they come with the involvement of the established names.
BIGGEST CHALLENGE OR OBSTACLE
Ms Cahill said sometimes it has been quite hard financially to get the money to travel overseas to develop export markets, especially in the early days when they only sold a few pieces at a show. But passion has kept them going.
ADVICE FOR NEW EXPORTERS
“I think you have to be ready not to expect a quick return – you have to be a stayer,” Ms Cahill said. “And it is very important to follow up on everything you do. Personally know your product too, that builds up confidence.”
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
Ms Cahill advised: “Do your homework before you go, especially in relation to costs such as freight. Be aware of cultural differences.”
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
“Austrade has assisted with enhancing what we were already doing with our product. Accessing their contact database was very useful and their advice has always been helpful,” Ms Cahill said.
Industry
Art
Product/Service
Contemporary glass art
Business start up
1982
Exporting start up
1991
Markets
The US, and later this year to London
Key Achievements
Bringing Australian artists to the forefront of the global glass art industry
Anne-Marie Cooper
REASON(S) FOR GETTING INTO EXPORT
IELTS always planned to pursue an export market, and invested a great deal of time and finances to research and develop their product. The company pride themselves on being an international test and they knew the Australian market would be too small on its own. IELTS knew the demand was there for our product overseas.
BENEFITS DERIVED FROM EXPORTING
IELTS finished last year on a high note, winning the coveted 2004 Australian National Education Export Award. It was the first time a Canberra-based company has ever taken out the award. IELTS Australia manages, markets and delivers the International English Language Testing System throughout the world. Their exporting success put them and Australian education on the international stage. IELTS clients include immigration departments in Australia, New Zealand and Canada.
MARKET ENTRYSTRATEGY
The company worked hard to profile Australia in an education setting and sent people overseas to meet with prospective clients. IELTS had to be transparent about their research and development and believe their product has set a benchmark for English language testing. Apowerful branding strategy, innovative marketing and promotion, and a focus on maintaining the integrity and security of the test helped IELTS significantly increase their share of the global market in the past few years.
BIGGEST CHALLENGE OR OBSTACLE
Maintaining the security and integrity of the test has been IELTS Australia’s greatest challenge. Every time a test is delivered it is a unique version. This has been vital for their credibility and reputation.
ADVICE FOR NEW EXPORTERS
Ms Cooper, Manager, said you have got to have an absolute passion for what you are doing, not only for your work, but your product. “You can never be complacent with anything,” she said.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“You certainly have to have people with a broad and complementary skill set within the company, including people who have very strong business acumen,” Ms Cooper said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS:
“Austrade has been a useful partner in establishing the company’s export links. They have provided valuable assistance in evaluating the markets we want to enter,” she said.
Industry Education
Product/Service
English language testing
Business start up
1989
Exporting start up
1990
Markets
99 testing locations in 31 countries
Key achievements
The recognition gained for the test by the education sector, but particularly from governments and professional bodies
Marita Corra
REASON(S) FOR GETTING INTO EXPORT
Inland Trading’s Director Marita Corra said that she started the business with her husband Greg and began exporting as a hobby in the third bedroom of their Canberra home. Marita was a teacher and wasn’t looking for a new career. But the business grew very quickly and as orders grew the couple realised a career change would be necessary. The third bedroom made way for an office and small warehouse in Canberra and a warehouse in Adelaide. Sometimes they send out up to 5000 cases a week. Now the company is totally dedicated to exports.
BENEFITS DERIVED FROM EXPORTING
Inland Trading Company represent about 60 boutique wineries in Western Australia, South Australia, Victoria, New South Wales, Tasmania and the Australian Capital Territory. The company has taken great satisfaction from the fact that they are a launch pad for so many ‘small guys’of the Australian wine industry. Mrs Corra said the business has also opened up the world to them. “Long term, financially we will be better off. But you have to give a lot to get those rewards,” she said.
WHAT WAS YOUR MARKET ENTRYSTRATEGYAND WHY?
The couple went to a trade show in Singapore and used the support of Austrade Singapore. But they didn’t always follow a traditional path. They don’t have a website – and are proud of it. “Many people say we should have a website but I won’t. I believe in getting over there and meeting with people face to face,” Mrs Corra said.
BIGGEST CHALLENGE OR OBSTACLE
Logistics have proved to be their greatest challenge. The company moves product all over Australia and the world, and finds this leads to a bit of a juggling act sometimes.
ADVICE FOR NEW EXPORTERS
Mrs Corra said: “It is very hard sitting here in Australia. You have to get over there – and more than once. Your customers need to see your face.”
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“Have confidence to go with the highs and the lows of business. Also make sure you have a product that the client wants,” she said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW
HAS IT HELPED
YOUR BUSINESS?
Mrs Corra said Austrade certainly fast-tracked their entry into the Asian market. “Rather than a little step forward, it was a giant step,” she said.
Industry
Wine industry
Product/Service
Exporting wine
Business start up
1996
Exporting start up
1996
Markets
More than 20 countries worldwide, including Canada, Asia, Europe and Japan
Key achievements
Starting a new company from scratch and becoming a global success
ISLAND OLIVE GROVE
CAMBRIDGE | TASMANIA
Wendy Roberts
REASON(S) FOR GETTING INTO EXPORT
Olive farming began as a hobby but that didn’t last long. When the Island Olive Grove label began gathering momentum in Australia, so too did their enthusiasm to take it global. It was decided that a good outcome would be to have Olive Grove on the shelves of Harvey Nichols – this goal was achieved.
BENEFITS DERIVED FROM EXPORTING
Director of Island Olive Grove, Wendy Robert said it has been gratifying to watch the business grow and find acceptance all over the world. “There have been the financial benefits, but we have to work hard to achieve them,” she said.
MARKET ENTRYSTRATEGY
Ms Robert said her husband is a retired corporate lawyer and regularly travels to London – so he obliged by taking some olives with him and meeting with the head grocery buyer of Harvey Nichols. The meeting resulted in an order for a pallet of product immediately. “Once you’re in a store like Harvey Nichols it is a step into almost any other store in the world. Sometimes it is worth approaching things differently and this proved that,” she said.
BIGGEST CHALLENGE OR OBSTACLE
As the business grew it has been a challenge to preserve their local customer base. Olive Grove has been determined to achieve this, because the local market is their bread and butter, and the foundation on which the company was built.
ADVICE FOR NEW EXPORTERS
Island Olive Grove is now reaping the financial benefits of export success, but Ms Robert said you can never rest on your laurels. “You have to maintain the passion, attention to detail and commitment to hard work. It is paying off for us now, but there is still no week where I can sit back and think the orders will just come through by themselves,” she said.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
Follow your instinct, but also know your market and believe in your product.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
“Austrade played an integral role in the early days with initial contacts and guidance – they are great partners to have. But only you can sell your products. It boils down to sheer hard work,” Ms Robert said.
Industry Food
Product/Service
Olives and olive products
Business start up
1994
Exporting start up
2000
Markets
UK, USA, Singapore, Hong Kong, New Zealand, and Denmark
Key Achievements
To have products listed as continuity grocery lines on the shelves of up-market UK department store Harvey Nichols
Jodie Bache-McLean
REASON(S) FOR GETTING INTO EXPORT
After more than half a century enjoying massive success with personal development and modelling programs in Australia it was time for June Dally-Watkins (JDW) to go global. The company believes in what they do and have found the world is becoming so much closer to them.
They have already launched a major joint venture with one of India’s most successful grooming and modelling colleges, the Meyhar Bhasin Academy (MBA), to deliver courses to students in New Delhi. MBAchose JDW because of its respected international reputation.
BENEFITS DERIVED FROM EXPORTING
Jodie Bache-McLean, General Manager of the company said: “becoming global has brought great satisfaction that we are able to duplicate such a successful recipe in other countries and with different cultures.”
MARKET ENTRYSTRATEGY
They formed the joint venture with MBAto test the market. The success of this has inspired the company to pursue other potential markets.
BIGGEST CHALLENGE OR OBSTACLE
The biggest challenge so far has been the process of establishing the systems. It is a very long process and you have to understand the culture and the nature of the way they do business. Ms Bache-McLean said the company is still very much in the baby stages of this process.
ADVICE FOR NEW EXPORTERS
“To be successful you must research your market and build relationships. I really believe it makes a big difference having people on the ground in your proposed market,” Ms Bache-McLean said.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“Again, research and make sure your costings are accurate. It is important that your product offers value as well as quality,” she said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE,
HOW HAS IT HELPED YOUR BUSINESS?
Ms Bache-McLean said Austrade has been instrumental in establishing their export industry. “They introduced the Indian (MBA) opportunity to JDW. We had been thinking for some time about taking our courses overseas and asked Austrade to help us find not only the best possible market for us, but also the best possible joint-venture partner. Austrade has been incredible – being there to support us and getting the pathways for us,” she said.
Industry
Education and training
Product/Service
Personal development programs and modelling agency
Business start up 1950
Exporting start up
Formally set up in 2004
Markets
South East Asia, India, Dubai, Hong Kong, and China
Key achievements
To internationally spread the success of the June Dally-Watkins concept
Victoria Lewis
REASON(S) FOR GETTING INTO EXPORT
Kids@home always planned to get into exporting, but it happened far quicker than anticipated, because of overseas demand for their product. They had a lot of international inquiry through their website, and were approached by two stores in New Zealand. The company discovered there was clearly a gap in the market for their product so decided to run with it.
BENEFITS DERIVED FROM EXPORTING
Kids@home Managing Director Victoria Lewis said there aren’t a lot of benefits to start with. “The costs outweigh the benefits. However, now we estimate exporting accounts for about 10 per cent of our business and we are confident we can get that to 30 per cent.”
MARKET ENTRYSTRATEGY
The company’s market entry was demand driven and they sent their first shipment to New Zealand in March, 2004. They appointed a distributor in August, 2004 to oversee their formal export plan, which was based on market research and advice from Austrade.
BIGGEST CHALLENGE OR OBSTACLE
Ms Lewis said: “Without doubt it has been the cost of entering the export industry. But we also face another logistical challenge because much of our product is bed linen and different countries have different sized beds. This means we have had to customise our products to meet countries’individual needs.”
ADVICE FOR NEW EXPORTERS
Research your market very thoroughly. Never underestimate the costs and time involved in getting established.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
Be realistic in your goals – export success does not come overnight. It is also a good idea to establish yourself domestically first.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
“We have used the services of Austrade to help us forge links with some of the countries that are further away from us, like Sweden, Saudi Arabia and Canada,” Ms Lewis said. “They have helped us overcome language barriers, with advice, information on potential markets and making contacts. They have made exporting much easier for us.”
Industry
Homewares
Product/Service
Children’s homewares under the Freckles label, including themed printed bed linen, quilted coverlets, and associated products
Business start up
2003
Exporting start up
2004
Markets
New Zealand, Sweden, Saudi Arabia, New Zealand and Hong Kong. Recently appointed a distributor in the US and Canada
Key achievements
Establishing our presence in those countries, particularly New Zealand, where our products are in 55 retail outlets
MOONRAKER AUSTRALIA
DOWSING POINT | TASMANIA
Geraldine Edwards
REASON(S) FOR GETTING INTO EXPORT
Moonraker Australia had humble beginnings in a backyard garage. It was there that the company’s first antennas were made. It went on to become the first resident of Tasmania’s Technopark at Dowsing Point.
Moonraker achieved occasional exports over the years, and had participated in a few international exhibitions, but in 1991-92 decided to formalise a marketing strategy in which export was a major element. The company believed Australia was too small to grow, especially for their industry, which is even smaller. They decided that to expand their company they had to export.
BENEFITS DERIVED FROM EXPORTING
The company’s range of antennas has grown immensely since the early days and their customers now include defence forces, and both marine and land-based organisations. Moonraker now export 50 per cent of their products.
MARKET ENTRYSTRATEGY: Moonraker identified and researched potential markets in three countries in the South-East Asia region. They followed this up with visits, and with the help of Austrade contacted companies to see if there was interest. There was, and that enabled Moonraker to grow their exports in a professional way.
BIGGEST CHALLENGE OR OBSTACLE
Moonraker’s Marketing Manager Exporting, Geraldine Edwards said sales are a lot of paperwork and hard work. “There is also a lot of travel because we pride ourselves on supporting our customers. Learning the technical side of the company has also been a challenge,” she said.
ADVICE FOR NEW EXPORTERS:
Ms Edwards said: “Go and see the market for yourself. Developing relationships is more important when customers are far from you.”
Other key points for consideration when exporting: “South-East Asia is a good market to start off in, but you have to know that you are competitive with price and service,” Ms Edwards said.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
Ms Edwards said having Austrade with them was a real help. “The prestige of having the government with you is worth a lot. And with the support of the EMDG (Export Market Development Grants) scheme while we were eligible, we’ve been able to expand our research and our markets,” she said.
The EMDG scheme assists exporters by providing partial reimbursement of export promotional costs.
Industry
Radio communication
Product/Service
Antenna systems
Business start up
1971
Exporting start up
Occasional exports from late ’70s; launched formal export plan in 1992
Markets
Asia and Pacific Region and the US
Key achievements
Successfully expanding the company on a global scale
PUNCH COFFEE
EAST PERTH | WESTERN AUSTRALIA
Judith Darlington
REASON(S) FOR GETTING INTO EXPORT
Punch Coffee always believed that high-grade gourmet coffee could be taken to a new level, in a similar way in which boutique wineries have created a select wine culture. When the company discovered their rare wild coffee, they believed it should sit on the world stage, so decided to export.
Having worked in public relations in five-star hotels for many years, Judith Darlington, Director and Founder of Punch Coffee said she got to know their specific need to have products that couldn’t be found everywhere. “We knew our coffee would meet that need around the world,” she said.
BENEFITS DERIVED FROM EXPORTING
Punch Coffee is based in Perth and produce a gourmet coffee bean that is marketed to six-star hotels, Michelin-rated restaurants and upmarket gourmet retailers.
Punch Coffee’s proudest achievement is the fact that their coffee is now sold in Fortnum & Mason in London, the store known as ‘the Queen’s greengrocer’. They were recently in London and when they saw PUNCH on the shelf, looked at each other and said: ‘it’s a bit like winning the Academy Awards of retailing’.
MARKET ENTRYSTRATEGY
Punch Coffee did a lot of research to identify their markets. They knew one of the most important things for coffee was being able to get it to customers fresh. They spent a lot of time researching and establishing worldwide trademarks and designing every aspect of their packaging. All of their coffee is roasted to order and then air freighted to customers.
BIGGEST CHALLENGE OR OBSTACLE
Time differences means Punch Coffee staff are on deck all the time, but they gladly do it because they love what they do.
ADVICE FOR NEW EXPORTERS
Ms Darlington said: “You really have to research the acceptability of your product.”
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“You really can’t underestimate the power of packaging and your own presentation is such an important thing, right down to your business card,” Ms Darlington said.
“We never expected any help from the government so we were pleasantly surprised when Austrade contacted us to see if there was anything they could do to help. They have offered great support and advice,” she said.
Industry Food
Product/Service
Coffee
Business start up
2003
Exporting start up
2003
Markets
The UK, France, Belgium, Malaysia and Mauritius
Key achievements
To have product accepted into the famed Fortnum & Mason store in London
SIPORGANIC INFUSIONS
BELGRAVE | VICTORIA
Melinda Barlow
REASON(S) FOR GETTING INTO EXPORT
When the company was purchased in 2001 it had just three herbal blends and a database of 30 mail-order customers. SIPOrganic Infusions was given an extreme makeover and they now have 16 teas.
SIPOrganic Infusions now has a national network of distributors, and their export program takes their teas to major retailers in Europe and the UK.
The company found exporting was a natural step for two reasons. They identified the market for their products, and there was only so much business they could do in Australia.
SIPOrganic’s Founder and Director, Melinda Barlow said both herself and her partner are very passionate about international travel and saw exporting as a vehicle for that.
BENEFITS DERIVED FROM EXPORTING
Exporting has provided a cash flow to keep the company flourishing. Their business only started to grow when they started exporting.
MARKET ENTRYSTRATEGY
They didn’t consider exporting until a Saudi Arabian company that wanted to distribute their products through Saudi Arabia and the Middle East approached them. Once they had done it, and understood the process better, they realised they should continue. They have spent the past two years becoming familiar with markets and it is only really this year that they have developed an exporting plan.
BIGGEST CHALLENGE OR OBSTACLE
Ms Barlow said maintaining cash flow has been difficult. “We are very limited in financing options,” she said.
ADVICE FOR NEW EXPORTERS
Ms Barlow advised that it is wise to always ask questions. “I was very afraid of doing that early on, but I have learned it is better to ask than to get it wrong.”
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
“Be really clear in communication and you can’t go far wrong. And you can never assume who will buy your products and who won’t. You should never think you can’t sell ice to Eskimos or tea to China. You can,” Ms Barlow said.
IF
YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR COMPANY?
Ms Barlow said joining forces with Austrade was a great move. “They helped us lay the foundations and make the contacts we wouldn’t have made without them.”
Industry Food
Product/Service
Herbal infusions, black and green teas
Business start up
1998
Exporting start up
2002
Markets
Europe, the UK and working towards Canada this yea
Key achievements
To buy a business with a small mail order database and take it global; to have product on the shelves at trendy UK department store
Harvey Nichols
Heather Marshall
REASON(S) FOR GETTING INTO EXPORT
Sweet’n Spicy manufacture a range of sauces, chutneys, dressings and mustards, all with an Australian native influence. The company looked at exporting because, due to being a niche gourmet, the domestic market was very seasonal – mostly Christmas and summertime. Sweet’n Spicy had to find a way to increase sales to keep the business growing and maintain staff.
BENEFITS DERIVED FROM EXPORTING
The seasonal dilemma was solved by exporting to countries like the US and UK whose summertimes are the opposite. Sweet’n Spicy has found exporting to be an excellent solution.
MARKET ENTRYSTRATEGY
Sweet’n Spicy’s Executive Director and Founder, Heather Marshall said she approached a company that was importing English-made food hampers to Australia, to see if they would be interested in buying Australian products for sale in the UK. “They were. My first export was a sale amounting to $3660, and for a genuine cottage industry that was a big order. I am still exporting to the same company six years on,” she said.
BIGGEST CHALLENGE OR OBSTACLE
Surviving the losses has been the greatest challenge. Ms Marshall said she is the first one to admit she has made mistakes in business, but believes it is the mistakes – not the successes – that have made her and her company even stronger.
ADVICE FOR NEW EXPORTERS
If you are going to be in business you have to take chances and you will fail as well as succeed – just try to twist some positives from the negatives when that happens.
OTHER KEYPOINTS FOR CONSIDERATION WHEN EXPORTING
Success will very rarely knock on your door. You have to be out there looking for new marketplaces and devising new products, while still maintaining some brand recognition. You have to be prepared to go on trade missions, as it is a huge marketplace out there. Use the government’s support wherever you can. At the same time, never forget your domestic customers.
IF YOU HAVE RECEIVED ASSISTANCE FROM AUSTRADE, HOW HAS IT HELPED YOUR BUSINESS?
“Austrade has helped me enormously in establishing the export side of my business. I have achieved exports without them but they have introduced me to key buyers I wouldn’t have met otherwise,” Ms Marshall said.
Industry Food
Product/Service
Gourmet condiments, manufacturing, wholesale and retail
Business start up
1996
Exporting start up
1998
Markets
Nine countries including the UK, US, Germany, New Zealand and parts of Asia
Key achievements
Surviving the ups and downs of small business
For more information and advice about exporting your products and services to new global markets, contact Austrade and speak to an export adviser today.
—Call 13 28 78 and speak to one of our advisers
—Visit us online at www.austrade.gov.au
—Women in Export www.austrade.gov.au/womeninexport
—Or email us on info@austrade.gov.au