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Introducing the 8 export Ps –
your unique toolbox to develop and grow your export
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Export is changing – big time!
For years consumer brands and others were living in a world where they would produce some products and then try and then sell them through retailers in the home country.
Then they would get some export people with "a good contact book" and "many years of industry experience" and expect these people to flock their existing products across the world. At a push, they would add a foreign-language label to the packaging to suit local requirements, and then call it "product adaptation."
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Hybrid Export – developing your export in the new normal world
- Hybrid Export can help develop more enterprising export initiatives
- The way that we trade across the world is changing and is beyond recognition in many areas
- The acceleration in the growth of digital marketing “caused” and fuelled by the COVID pandemic combined with changing lifestyles and demographics mean that successful exporters have to discard ‘the way we do things around here’
- Develop, reset, focus and grow the 8 Export Ps in the Hybrid export concept and business model
Based our extensive research and industry knowledge, leading export experts and consultancy, Optimum Export are now launching their ground-breaking programme Hybrid Export programme that combines the 8 export Ps and helps you to develop the right mix for your business and your export
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- Passion - Passion should be what drives you to grow your export. (Without passion export is a very tough job)
- Platform is key in export communication. Your international social media platforms must be fun, professional and consistent and above all authentic
- Product - Standard products and/or dedicated products for different markets?
- Proposition - Your value proposition is a unique identifier for your business. It gives buyers a reason to purchase what you sell. It’s not created in the boardroom but in the market place
- Place - where you are your selling products. from is becoming ever more complicated. You need to acutely aware of the retail landscape in your markets and on how they are evolving
- Pricing - Who decides your export prices? The consumer, the retailer, the sales person, the accountant…?
- Partners - Which partnerships best suit the product/service, markets, customers, your own platform and the perceived brand position
- Planet – you must ensure that your ethos and behaviour is responsible, transparent and sustainable
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The 8 export Ps help you to adapt your export culture and practices
Many companies are not adapting their export culture and practices to fit in with the new world order. They still rely on distributors and agents who have not changed their business practices either and as the retail landscape is changing across the world, with the high streets being decimated, vloggers having a massive influence and consumers demanding instant, personalised service.
I am not saying that this is an easy challenge, but here at Optimum Export, we like to believe that we have some ideas, based on best practice from businesses such as yours across the world, on how best to best to kickstart your export, helping you to adapt to the new ‘normal’.
Over the next weeks and months, we would like to come with us on this journey and we hope we can help and inspire you, and if you have any ideas, questions or case-studies we would love to hear from you.
Export innovation is about constant evolution. It can be a change to your processes, delivery model or your marketing. It is a bit like 'baby-steps'; you just keep going, learn from each step and if you make a mistake, you adapt and go forward again.
An increasing number of businesses of all shapes and sizes are looking for growth outside their home markets which is great. We are experiencing an amazing change in how people across the world communicate, get entertained and do their shopping -18,6% of retail sales in the UK is done online. 33% of Danish online shopping goes through e-commerce sites based outside Denmark.
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The little black export book is
useless without trust and connection
They used to ask, “If you stole Steven Spielberg’s address book, would it help you get a movie made?”
The point was that even if you had the phone numbers and names, calling them up and saying you’d stolen them wasn’t worth very much. The data has no value without trust and connection.
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Now, twenty years later, all the address books have been stolen. Everyone has all the data. Identifying the right people (or spamming everyone) is easy and cheap.
Which makes the point even more urgent than ever: Without trust and connection, access to data is worthless. So, building and maintaining that trust and connection is now vital, also for exporters, both with your overseas partners and your consumers. That takes two qualities: Dedication and honesty and, as we have seen on many occasions, it can really backfire if you try and take short-cuts on those two points.
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Optimum Export – export advice, inspiration and knowledge for the ‘new normal’ export world
Over the years we have seen a lot of official export support and advice which is focused on the traditional export areas, such as 'finding an agent', 'getting paid' or 'governance and operations'. While these have a point, they ignore the whole issue around innovation and enterprise in growing your export and becoming a global player.
Innovation leads to export - export leads to innovation – you must create a listening and learning organisation (we can help you with that)
- As you move into the global marketplace, you have the opportunity to learn from international best practice. That helps you become more innovative and productive, giving you an enduring competitive edge, both at home and abroad - a wonderful virtuous circle driving further export success.
- What is the most innovative initiative your business has done in the last twelve months?
- How well does your business work across the 'silos'?
- Do you use local social media to 'listen to people's lives'
- Do you employ and support an Export Innovator?
- How do new ideas get from 'the bottom' to 'the top'? If at all!
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Let’s talk!
What are your export successes and challenges?
What are the issues that really affect your export?
If you want to have a chat about your export, please get in touch.
do get in touch on 07540334043 or email me on hlp@optimumexport.com.
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Hanne-Louise Pedersen, the founder and director of Optimum Export holds an MBA and CIM Marketing degree. Born in Denmark, she lived and worked across Europe and has worked with mainly top consumables and food & drink categories across the world.
For the last 23 years she has been based out of the UK, when not on international business trips looking after demanding global customers and retailers. Key regions: Europe, Asia and North America
The international business experiences, knowledge and global networks are formalised into thoughts, tools and to-dos, ready to be applied to your company and help grow your export.
Please call us on +44 7540334043 or email hlp@optimumexport.com to discuss your requirements and we will find the best solution for you to Grow your Export.
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