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The Export Go To Market Planning KitThe Export Go To Market Planning Kit consists of a detailed guide and this easy to use template to help you develop your own export plan.
These resources have been developed with funding support from Primary Industries and Regions South Australia and Austrade under the Asian Business Engagement Plan.
EnquiriesFood South AustraliaPlant Research Centre, Waite Campus2B Hartley Grove, Urrbrae South Australia 5064PO Box 124 Glenside SA 5065
Telephone +61 8 8303 9435Email [email protected] Website www.foodsa.com.au
DisclaimerThe Export Go To Market Planning Kit has been prepared as a guide only. Whilst all reasonable care has been taken in the preparation of the guide and template, users of these resources should, in all instances, refer to relevant standards and legislation. Food South Australia assumes no responsibility for the information contained in this kit and disclaims all liability in respect of such information. References to third party material contained in this kit are current only as at the publication date and are subject to change. Food South Australia reserves the right to amend, revise and/or republish these materials at any time. Food South Australia assumes no responsibility for advising users of these materials in respect of such amendments, revisions or republications and disclaims all liability in respect of any failure to notify users of these materials of such amendments, revisions or republications.
CopyrightThe Export Go to Market Planning Kit contains material copyright to Food South Australia and others. These resources cannot be reproduced for distribution or sale. The Kit is intended for personal use for the purpose of completing an Export Go To Market Plan for your business. No part of such material may be copied or reproduced without the consent of the copyright owners.
Contents
The Export Go To Market Planning Kit 4
Section 1 Overview 5
1 Company Overview and Export Objectives 6
Section 2 Market Research 7
2 Geographic Segmentation 8
3 Market and Competitor Review 9
4 Market Segmentation 10
5 Cultural and Market Considerations 11
Section 3 Market Planning 12
6 Target Market Selection 13
7 Customer Needs Analysis 14
8 Brand and Price Positioning 15
9 Key Communication Messages 16
Section 4 Export Logistics Planning 17
10 Product and Packaging 18
11 Production and Resource Capacity 20
12 Export Sales Partners 25
13 Pricing and Margins 29
14 Export Implementation Timeline 30
15 Export Action Summary 32
The Export Go To Market Planning KitDeveloping your export business, like any other form of business development, requires research and planning, and sufficient allocation of resources to be effective. Successful businesses actively manage their export activity at both the strategic and operational level. This is an ongoing process. Following development and implementation of your plan, there will be a need to review it regularly to ensure you are responding to changing needs and business priorities.
The key difference between export market development and local or domestic market development lies in the complexities associated with export marketing, such as challenges presented by understanding and managing cultural differences, language, foreign currency exchange and overseas supply chains. These factors create a level of challenge and risk distinctively different from those associated with developing your domestic markets.
How to use this KitThe Export Got To Market Planning Kit consists of two documents:
• The Export Go To Market Guide• The Export Go To Market Template
This document is the Export Go To Market Template. It provides you with a series of tables and checklists to complete, using the Export Go To Market Guide to assist you. When you have completed these tables and checklists, you will have your Export Go To Market Plan.
The template is arranged by sections in the same order as the Guide, so that you can complete each stage of your plan as you need to. Use the guide to help you consider the key issues, and then use this template to document your own plan.
Your finished Export Go To Market Plan will include:
Overview and Export ObjectivesWhere you provide brief introduction of your business.
Market ResearchWhere you summarise your key outcomes from your market research sections, including:
• Geographic segmentation (selecting and prioritising the countries you wish to target for export)• Market and competitor review (identifying competing brands and products in your target geographic regions)• Market segmentation (selecting and prioritising your preferred distribution channels in your target regions)• Cultural and market considerations (identifying cultural differences you will need to consider when planning for product
development, marketing and business relationship management for export)
Market PlanningWhere you summarise your key outcomes and describe your unique selling proposition by completing planning for:
• Target market selection (creating a profile or ‘avatar’ for your target consumer)• Customer needs analysis (identifying the needs and motivations of your targeted consumer)• Brand and price positioning (factors that will enable your brand/product to successfully attract your target consumer)• Key communication messages (deciding what your brand/product will ‘say’ to your target consumer)
Export Logistics PlanningWhere you summarise your key outcomes for:
• Products and packaging• Production and resource capacity• Export sales partners• Pricing and margins• Export implementation timeline• Export action summary
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SECTION 1OVERVIEW
1 Company Overview and Export ObjectivesBriefly describe your business, your experience and your export objectives.
COMPANY OVERVIEW
COMPANY HISTORY
KEY FACTORS FOR EXPORT SUCCESS
EXPORT OBJECTIVES
INFORMATION NEEDED TO COMPLETE EXPORT PLAN
SECTION 2MARKET RESEARCH
2 Geographic SegmentationIn this section of your plan, assess each of your potential geographic markets (these can be countries or regions within countries). To rank potential and assign priorities, follow the steps outlined in the Export Go To Market Guide.
GEOGRAPHIC SEGMENTATION
GEOGRAPHIC MARKETS POTENTIAL FOR PROFIT
POTENTIAL TO CONVERT
POTENTIAL FOR LONG-
TERM LOYALTY
PRIORITYMARKET RANKING
(1,2,3 ETC)
(H = High, M = Medium, L = Low)
3 Market and Competitor ReviewThis section of your plan identifies the key players and assesses your competitors in your chosen geographic markets.
MARKET AND COMPETITOR REVIEW
COMPETITOR PRODUCT STRENGTHS WEAKNESSES PRICE POINTS
OVERALL POINT OF DIFFERENCE
OTHER COMMENTS
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4 Market SegmentationThis section of your plan identifies the different customer and consumer groups you will be targeting in your geographic markets. To rank potential and assign priorities, follow the steps outlined in the Export Go To Market Guide.
RETAIL MARKET SEGMENTS
RETAIL CUSTOMER GROUPS (BUSINESSES OR CONSUMERS)
POTENTIAL FOR PROFIT
POTENTIAL TO
CONVERT
POTENTIAL FOR LONG-
TERM LOYALTY
PRIORITYMARKET RANKING
(1, 2, 3 ETC)
(H = High, M = Medium, L = Low)
FOOD SERVICE MARKET SEGMENTS
FOOD SERVICE CUSTOMER GROUPS (BUSINESSES OR CONSUMERS)
POTENTIAL FOR PROFIT
POTENTIAL TO
CONVERT
POTENTIAL FOR LONG-
TERM LOYALTY
PRIORITYMARKET RANKING
(1, 2, 3 ETC)
(H = High, M = Medium, L = Low)
5 Cultural and Market Considerations 10
Use this section of your plan to note any cultural considerations you may need to consider when developing your marketing, pricing, packaging and products etc. The Export Go To Market Guide includes a list of some of the cultural considerations that may apply.
CULTURAL CONSIDERATIONS
•••••••••
Use the next two tables to list macro and micro risks that need to be considered in your export plan. Use the Export Go To Market Guide to assist you to identify any relevant risks and include any others that may also apply.
MACRO RISKS
MACRO RISK TYPE
RATING
(H, M, L)
CONSEQUENCES STEPS TO MANAGE RISK
Political
Personnel / Asset
Other
MICRO RISKS
MICRO RISK TYPE
RATING
(H, M, L)
CONSEQUENCES STEPS TO MANAGE RISK
Legal
Bribery / Corruption
Exchange Rate
Quarantine
Non Payment
SECTION 3MARKET PLANNING
6 Target Market SelectionIn this section of your plan, create consumer profiles for your targeted market segments. Give them a name, an age range and describe the market segment they represent. Then list the key characteristics of each group of consumers. Use the Export Go To Market Guide for examples and key questions to help you identify key characteristics for each group and add other identifying factors you can think of as well.
CONSUMER PROFILE 1
NAME AGE TARGET MARKET REPRESENTED
CHARACTERISTICS
CONSUMER PROFILE 2
NAME AGE TARGET MARKET REPRESENTED
CHARACTERISTICS
CONSUMER PROFILE 3
NAME AGE TARGET MARKET REPRESENTED
CHARACTERISTICS
7 Customer Needs AnalysisUsing the customer profiles you have developed, list their needs (practical and emotional), ranking their importance and assessing your feasibility to deliver on each need, following the instructions in the Export Go To Market Guide.
CUSTOMER NEEDS ANALYSIS
HIGH PRIORITY TARGET MARKET
CUSTOMER NEEDSIMPORTANCE TO TARGET
MARKET
FEASIBILITY OF DELIVERY
RANKING (1, 2, 3 ETC)
(H = High, M = Medium, L = Low)
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8 Brand and Price PositioningUse this section of the template to develop your branding and price positioning statements. Follow the steps in the Export Go To Market Guide to identify your desired brand positioning criteria and develop your statements.
BRAND AND PRICE POSITIONING
DESIRED BRAND POSITIONING CRITERIA IMPORTANCE TO TARGET MARKET
FEASIBILITY OF DELIVERY
RANKING(1, 2, 3 ETC)
(H = High, M = Medium, L = Low)
BRAND POSITIONING STATEMENT (UNIQUE SELLING PROPOSITION)
PRICE POSITIONING STATEMENT
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9 Key Communication MessagesIn this section of your plan, list your key brand features and benefits, following the steps in the Export Go To Market Guide. This will give you a list of key communication messages to use in your marketing strategy.
BRAND AND PRICE POSITIONING
NO. KEY FEATURE WHICH MEANS KEY BENEFIT
which means
which means
which means
which means
which means
SECTION 4EXPORT LOGISTICS PLANNING
10 Product and Packaging This section of the template provides you with a checklist to consider and identify any changes to your products or packaging that might be required for your selected target markets.
NO. MODIFICATION CHECKED
1 Flavour Profiles / Ingredients
2 Colours
3 Sizes / Weights
4 Additives
5 Product names / descriptions
6 Shelf life
7 Label changes required for marketing
8 Label changes required for regulatory compliance
9 Packaging materials and components required for marketing
10 Packaging materials and components required for logistics
11 Full height vs half height dividers
12 Refrigeration / humidity proof labels and packaging requirements
13 Packaging configurations
14 Carton and closure durability
15 Carton filler materials
After working through the checklist, use the next table to list any required modifications and assess their importance, and to assess the feasibility of implementing the modifications. Follow the steps in the Export Go To Market Guide to assess importance and feasibility and decide on your final ranking.
EXPORT PRODUCT AND PACKAGING REVIEW
NO. PRODUCT DESCRIPTION
IMPORTANCE TO
TARGET MARKET
REQUIRED MODIFICATIONS
FEASIBILITY OF IMPLEMENTATION
RANKING(1, 2, 3 ETC)
(H = High, M = Medium, L = Low)
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11 Production and Resource CapacityUse the next two checklists to assess your production and resource capacity, and any potential costs that may be required to implement your export plan.
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FEATURE QUESTIONS TO CONSIDER Y / N
NEW PRODUCT / PROCESS
DEVELOPMENT
Do you have the right staff for new product development?
Do you have the right staff to alter the operations?
Do you know where to find assistance?
EQUIPMENT CAPACITY
Do you have extra capacity to absorb your desired growth in processing and packaging in a 3 to 5 year timeframe?
If not, can you develop the specifications necessary to buy new equipment/plant expansion?
Are you looking to buy or lease new equipment to cope with capacity growth?
Have you factored in the time necessary to perform production changes for the new capacity/product?
Is the new line/equipment flexible enough to accommodate extra capacity for the next 3 to 5 years?
PROCESS CAPACITY
Do you understand your current bottlenecks?
Can you smooth them out during your growth period or will they become more problematic?
ENERGYDo you need to increase the availability of steam/chilled water/air conditioning?
Can your electricity supply plan cope with an increase in demand?
WASTE Do you need to account for a greater capacity in solid/liquid waste disposal?
FLOOR SPACE If you need to increase production capacity, do you have space to accommodate new equipment?
CAPACITY VS QUALITY
Can you deliver more product without sacrificing the quality level that your buyers expect from your product?
CONTROLSYSTEMS Are your control systems compatible with the new equipment?
QUALITY Do you need to re-design your quality assurance methods for the new production capacity?
STAFF CAPACITY Can you absorb the capacity by increasing the number of shifts?
STAFF RECRUITMENT
What new skills and working conditions (working space, lockers, uniforms, tools etc) do you need to consider if recruiting extra staff?
STAFF TRAINING Are you factoring in the time needed for recruitment, induction and training of new staff?
EXPORT SET UP CHECKLIST
FEATURE ASSESSED Y / N / NA OPTION 1 OPTION 2 OPTION 3 COMMENTS
PURCHASE PRICEDeposit, Payment terms, Finance costs
DELIVERY COSTS – LOCALCustomer to organise delivery, Free in store
DELIVERY COSTS – INTERSTATECustomer to organise delivery, Land based freight, Free in store – offload at factory
DELIVERY COSTS – OVERSEASFree on board – factory to boat, Insurance, Unload costs, Land based freight, Customs, Taxes
Cost insurance freight – factory to local port, Unload costs, Land based freight, Customs, Taxes
INSTALLATION COSTS – PURCHASER TO INSTALLPlumber, Electrician, Gas fitter, Offload / loading equipment hire, Services to offload or move into position, Other
INSTALLATION COSTS – TURNKEY ALL INCLUSIVEPart of quote, Extra
INSTALLATION COSTS – PROJECT MANAGEMENTCouncil approval, Timing and co-ordination of suppliers/ services, Permits etc.
UTILITY COSTS PER ANNUMExpected life of equipment (years) electricity usage per annum, and consumption whole of life cost gas usage per annum & consumption
Water usage per annum and consumption whole of life cost
Compressed air usage per annum and whole of life cost
Telecommunications
EXPORT SET UP CHECKLIST
FEATURE ASSESSED Y / N / NA OPTION 1 OPTION 2 OPTION 3 COMMENTS
COST OF SPARESMinimum order requirements/costs, inventory costs, holding cost of spares, lead time, transportation/ location, specialist service person, operating spares, insurance spares at time of purchase
INDIRECT COSTSTraining for initial use
Number of heads covered for initial training
Additional staff / heads required to train, ongoing training costs
Cost of on-going support (software, technical etc.)
Residual value at end of expected life cycle
Cost of decommissioning if applicable)
SPECIFICATION COMPLIANCEDoes it do what you intended to do? Australian / international standards, product / service quality
Reputation and other user feedback / testimonials
TECHNICAL SUPPORT WHERE IS IT BASED? Local, interstate, overseas?
Training – on site, off site or virtual (online)
RELIABILITY OF SUPPLIER AND SERVICEResearch product commentaryAre they a known supplier?
Is supply or service subcontracted?
PERSONNELLocal support?
Is there 24 hour support if needed?
EXPORT SET UP CHECKLIST
FEATURE ASSESSED Y / N / NA OPTION 1 OPTION 2 OPTION 3 COMMENTS
WARRANTYWhat are the warranty terms?
Extended warranty available?
What additional cost for extended warranty?
WORK HEALTH AND SAFETYComplies with any state or federal WHS requirements?
Complies with Australian standards / HACCP standards?Is equipment HACCP certified?
IMPLEMENTATIONWho manages the project?
Does it need to be a turnkey project?
LOCATIONWhere is the supplier based / located?
Is the supplier the manufacturer or a distributor?
STOCKING POLICYAvailability of spares
LEAD TIMEIs timing critical?
Penalties if they do not deliver on time?
AFTER HOURS SERVICEIs it required?
FLOOR SPACECapacity and layout approved / reviewed
GENERAL INFRASTRUCTUREAdequate doorway clearance for plant / equipment?
Are floors ok for loading (for moving and final position)?
INTERACTION WITH OTHER EXISTING EQUIPMENTDoes it and can it communicate with existing equipment?Is it setup for internet of things?
EXPORT SET UP CHECKLIST
FEATURE ASSESSED Y / N / NA OPTION 1 OPTION 2 OPTION 3 COMMENTS
CURRENT SERVICES CAPABILITY (CAPACITY OF EXISTING SERVICES)Electricity, Gas, Water, Telecommunications
DISRUPTION TO CURRENT BUSINESSIs there any impact to production during installation?
Lost production volumes?
Lost resource time?
What penalties are incurred for out of business hours services or operation?
Equipment hire costs
Installation
12 Export Sales PartnersUse this section of your plan to identify, assess and select your export partners, including you distributor/agent and freight forwarders.
NO. SELECTION CRITERIA CHECKED
1 Existing customer base
2 Existing product portfolio
3 Size of total portfolio
4 Number of competitor like products
5 Location
6 Size of organisation and resources / turnover
7 Number of sales staff
8 Warehousing requirements
9 Delivery requirements
10 Other logistical requirements
11 Image of organisation
12 Specific personalities involved / organisational culture
13 General perception of competence
14 Business ‘fit’
15 Level of interest or passion displayed
16 Existing personal relationship / common relationships / contacts
EXPORT SALES PARTNER ASSESSMENT
DISTRIBUTORMEETS
SELECTION CRITERIA
POTENTIAL FOR
PROFIT
POTENTIAL FOR
CONVERSION
POTENTIAL FOR
LOYALTY
RANKING(1, 2, 3 ETC)
(H = High, M = Medium, L = Low)
DUE DILIGENCE CHECKLIST
INVESTIGATIONS DISTRIBUTOR 1 DISTRIBUTOR 2 DISTRIBUTOR 3
Business structure
Registrations obtained
Identities of directors/owners
Current / recent financial statements
Competition with other products
History of distribution arrangements
References from other suppliers
Bankruptcy / insolvency
Legal action
Internet search
Marketing MaterialsThis checklist will help you ensure your marketing materials and information are ready for use in your export market. Ideally, you should complete this checklist before meeting with your new export partners so that you can provide samples of mock-ups of key marketing materials they will be using for you.
ITEM MARKETING MATERIALS CHECKED
1 Website (up-to-date, device agnostic, mobile friendly, in local language?)
2 Corporate profile document or capability statement (video format preferable)
3 Business cards (include international telephone details e.g. 61 8 and ‘Australia’ after ‘SA’. It is recommended that this information is repeated on the other side in the local language)
4 Email signature updated with international telephone details
5 Consumer marketing materials such as point of sale material, brochures, neck tags and advertising
6 Testimonials from other distributors, senior government officials or senior executives
7 Product samples
8 Price lists
9 Product information sheets (for sales team)
10 Media kit (including press releases, images and product samples)
NO. FREIGHT AND LOGISTICS CHECKED
1 Selection of suitable freight forwarder
2 Understanding of Incoterms
3 Understanding of different export payment options
4 Understanding of different shipping options from Australia to destination
5 Understanding of documentation required to be completed by, or in conjunction with, your freight forwarder
Ongoing export partner managementFollow the steps in the Export Go To Market Guide to develop your calendar for export partner management.
ONGOING DISTRIBUTOR MANAGEMENT PLAN
ACTION QUARTER 1 QUARTER 2 QUARTER 3 QUARTER 4 FREQUENCY
13 Pricing and MarginsUse the steps in the Export Go To Market Guide to complete your export pricing review process.
EXPORT PRICING REVIEW
NO. PRODUCT CATEGORY PRODUCT UNIT RETAIL PRICE
UNIT WHOLESALE
PRICE
IMPORTER PRICE
NET UNIT MARGIN
(%)
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14 Export Implementation TimelineThis checklist is a useful guide to identify key requirements you need to ensure are met to be able to export your products successfully. Complete this table for each geographic market you intend to target.
Regulatory requirements checklist
REGULATORY REQUIREMENTS
REQUIREMENTS RESPONSIBILITY CHECKED STATUS
Quarantine
Import permits
Food standards
Labelling
Ingredients
Claims (performance, health)
The next step in completing your implementation timeline is to identify and schedule the marketing activities you intend to use to promote your product. Include information about who will undertake each activity and when it will occur.
MARKETING ACTIVITIES SCHEDULE
NO. TARGET MARKET
PROMOTION TYPE / NAME
PROMOTION DESCRIPTION OBJECTIVES FREQUENCY WHO START END
The following milestones also need to be included in your export implementation plan:
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EXPORT IMPLEMENTATION MILESTONES
MILESTONE WHEN RESPONSIBILITY STATUS
Visit to intended market
Equipment purchases
Training
Distributor appointment
Product modifications
Packaging modifications
Freight forwarder appointed
Payment system set up
First export production run
Commencement of consumer sampling program
Sales forecast
15 Export Action SummaryFinally, bring together your marketing, milestone and meeting plans from the previous steps to create your export action summary. This will help you to prepare and monitor your progress as you implement your export plan.
EXPORT ACTION SUMMARY
TASK NO. WHO? TASK / ITEM OUTCOME DATE
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Food South AustraliaFood South Australia is South Australia’s peak body for the food and beverage industry. Food South Australia is an independent, industry-led and membership-based organisation representing food and beverage manufacturing companies based in South Australia. Our mission is to to grow markets, capacity and connections for the industry by providing business and market development support, and acting as a united voice for South Australia’s food and beverage industry.
Primary Industries and Regions South AustraliaPrimary Industries and Regions SA (PIRSA) is a dynamic Government of South Australia agency with the vision of growing sustainable and competitive regions. PIRSA is committed to the sustainable use of the state’s agriculture, wine, seafood, forestry and food industries along with the provision of associated research, regulation, policy development and biosecurity imperatives. PIRSA leads and drives the State Government’s strategic priority of Premium Food and Wine from our Clean Environment. This activity received funding from PIRSA as part of the Building Markets – South East Asia Program.
AustradeThe Australian Trade Commission (Austrade) is the Australian Government’s trade and investment development agency, operating as a statutory agency within the Foreign Affairs and Trade portfolio. Austrade helps companies around the world to source goods and services from Australia.
