As a key tool for export success an export plan needs to include clear set of directions to identify every step of the process. In this section you will find a suggested format for an export plan.
Note: You may want to also include a cover page and Executive Summary (1 to 2 pages) to these main content items.
Table of Contents
Executive Summary
The introduction provides the background for the export plan. It should summarize the history and rationale for introducing the company into a foreign market, as well as any required financing and conditions for accepting any investments, if that is applicable.
This section could include the company’s:
Domestic market performance
Export objectives and goals
Target markets
Business history (all aspects: including sales, profits, etc.)
Vision and mission statement
Purpose of the export plan
Organizational goals and objectives
International market goals
Short and medium-term objectives for exporting
Location and facilities
Ownership of the company
Organizational structure
Management
Staffing
Level of commitment by senior management
Relationship between exporting and other operations
Corporate experience and expertise in exporting
Strategic alliances
Export Team – skills and experience
Labour market issues
Description of products and services
Key product features
Other features
(intellectual property, after sales, seasonality, shelf life and other life cycle issues, etc.)
Adaptation and redesign required for exporting
Production of products and services (including capacity issues, etc.)
Future products and services (new product Research and Development, etc.)
Comparative advantage in production/product (advantageous selling attributes, etc.)
Indicate what you expect to achieve by entering an export market within a certain time frame, say within one year and within five years for example. You may wish to target rates of export growth as percentage of overall sales (compare to domestic sales) and also to discuss the goals and objectives of exporting as they compare with those of the company in general.
Demonstrate what you have learned through your international market research. Describe the following:
Market Research undertaken
Economic environment (GDP, wealth, trade balance, etc.)
Size of market
Key market segments/demographics
Political environment in the target market
Legal Environment
Purchase process and buying criteria (distribution and promotion channels: direct customers to end-users)
Logistics (transportation and infrastructure issues)
Description of industry participants/ industry profile
Market share held by imports
Tariff and non-tariff barriers (licenses, quotas, fees, documentation)
Industry trends and other market factors (e.g. cultural, social, business practices)
Market outlook (buyer analysis and projected demand for the product or service)
Identification of key target market segment(s)
Description of key competitors
Analysis of competitive position
Product for export market (modifications, adaptations, etc.)
Competitive advantage
Seasonality and life span issues, design, styles, etc.
Standards, quality controls, packaging, labelling, language issues
Intellectual property considerations
Pricing strategy
Export Pricing/Costing,
Current market pricing
Market Constraints on price points for entry
Promotion & Sales Strategy
Trade events and missions
In-market (Point of sale, in store, etc.)
Advertising (media, etc.)
Development of sales leads
Terms of sale
Placement/Distribution strategy
Description of intermediaries and partners
Strategic alliances (Cooperation, joint ventures, licensing, franchising etc.) if applicable
After Sales servicing (returns, warranties, etc.)
Intellectual and property protection
International legal and regulatory issues
Other legal and regulatory issues
Timelines (from production to delivery)
Use of trade service providers: Intermediaries such as customs brokers and freight forwarders
Modes of transportation (including special needs such as refrigeration, etc.)
Cargo and related insurance
Inventory control and warehousing
Trade documentation (Customs, inspections, certification – origin, safety, health, packaging, etc.)
Market (Foreign and domestic)
1. Economy, political, social situation
2. Demand
3. Product Standards/certification
Commercial
1. Partners, clients, credit
2. Payment Issues: Contracts, Credit,
3. Dispute Resolution
4. Currency
Internal Risks (your company stability, staffing, expertise, etc.)
Political and other risks
This includes the key activities to be taken to achieve the objectives, including:
Roles of various parties
Tasks to be undertaken and timing
Monitoring of evaluation criteria and process (including the methods to be used to track and measure the company’s progress in the market).
Revenues or sources of funding
Cost of sales
Other expenses or expenditures
Operating budget
Review/Summary of the Business Plan
Before you can develop an Export Plan you need a current and comprehensive Business Plan that reflects the domestic operations of your company. A Business Plan, created for the use and benefit of all who have a stake in the success of the company, is vital for many reasons including dealing with increased competition and declining market share, initiating progress in product development and clarifying strengths, weaknesses and objectives. It is therefore worthwhile to first summarize the key components of the Business Plan.
Essentials of a Business Plan
Executive Summary
Business objectives / product or service / market and customers / the management team / and the financial situation
Company Details
History and status / background and industry / objectives (mission and vision)/ overall strategic approach / Mission and Vision / primary business sector / main products / core purpose/activities
Strategic Plan
SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
Products/Services
Business objectives / product or service / market and customers / the management team / and the financial situation
Market (Domestic and/or International)
History and status / background and industry / objectives (mission and vision)/ overall strategic approach / Mission and Vision / primary business sector / main products / core purpose/activities
Competition and risk factors
Marketing Program/Plan
Business objectives / product or service / market and customers / the management team / and the financial situation
Management
History and status / background and industry / objectives (mission and vision)/ overall strategic approach / Mission and Vision / primary business sector / main products / core purpose/activities
Human Resources
Facilities
Quality Assurance Plan
History and status / background and industry / objectives (mission and vision)/ overall strategic approach / Mission and Vision / primary business sector / main products / core purpose/activities
Financial Data and Forecasts
Capital required and use of proceeds, current liabilities and assets, funding sources, balance sheets and tax statements, assumptions used / a 3 year plan / a 5 year plan
Appendices
References / product descriptions, sketches and photos / recent literature on product market, etc.
Key Element
A key element of the Export Plan is market research. The next section discusses this vital step in your export planning and the development of your overall foreign market strategy.
Product and services description and comparisons / innovative features (patent coverage) / applications / unique technology used / product or service development objectives / product /service introduction schedule and major milestones.