A tale of two exporters...

He was a seasoned exporter for a well known brand.

Having exported many item down through the year, he was keen to work with us to future proof the transaction he was about to execute in a new market.

He knew the product was right, the price was right and there was a channel willing to take the goods. However freqeunt labelling and product modifications were bugging him. This could be a snare.

So we arranged a meet-and-greet with the new Category Manager who had arrived from abroad, who held the budget. Quick chat nice to meet you and yes please send us a quote for your product pre- registration service.

Please get registered as a preferred provider.

Quote is in.. $11,000 for 9 new product SKU...

'Thanks but no thanks – we’ll tackle this one in-house.'

9 months later.. boss calls… product 3 containers of product valued a $250,000 is stuck at Shenzhen customs. Was there anything we could do? Re-route it? Send it back to Australia?

I said 'I spoke to the Category Manager 9 months ago.. where is she?' 'Oh she left 3 months back...'

“Sorry this time not able to help”.

Whats the game plan?

Contrast it with this:

A fairly new start-up in neutraceuticals was trying to get to the bottom of why their product couldn’t be launched in retail stores in China.

They took the plunge after four months of deliberating and paid $2900 to get their label checked.

It picked up three ingredients which weren’t compliant and one ingredient which made up 70% of the neutraceutical.

They were able to take that information to their ingredient supplier a -Swiss manufacturer for whom the insight was new. They were able to register the ingredient for them on their own.

This put channels worth several million dollars in their reach.

See one company was an institution, well resourced and a major player.

The other was barely established and maintaining inventory was a cashflow challenge.

They both took a different approach to investing in learning and gathering information. The small guy made the right call.

Knowing the right information about your market gives you authority. It starts better conversations and prevents business pain.