While exporting goods or services can often prove transformational for small businesses, the idea can seem unrealistic at first, with many put off by a lack of experience or the cost. In fact, for businesses looking to explore new ways of diversifying and growing, exporting could very well be the next logical step. We met four SME owners with experience of export success, and asked them for their top pieces of advice …
Online marketplaces, buying behaviour, and a wealth of resources
Caroline Davis
Director of Boxt Socks, a Yorkshire-based brand of novelty socks delivered in fun, quirky packaging
My business partner, Natalie Prior, and I are both from a design background. On setting up the company two years ago, we had plenty of knowledge and experience in design and manufacturing, but our sales mantra was to sell what we could, wherever we could. Exporting wasn’t something we’d thought about until we spoke to an adviser at the Department for International Trade [now the Department for Business and Trade] and realised how much potential there was. Now around 80% of our goods are sold abroad. We’ve learned plenty and with the help of our international trade adviser we are now not only working with online marketplaces such as Ankorstore and Faire, selling to Europe and the US, but also distributors in Greece and Australia. There’s a huge amount of help available if you’ve not done it before – exporting really isn’t that scary.
Confidence, helpful advisers, and lucrative markets
Shalom Lloyd
Founder of Naturally Tribal Skincare, an ethically sourced skincare brand that pays homage to Lloyd’s African heritage
Globally, $190bn (£160bn) is spent on skincare, with $18bn (£15bn) accounting for natural products. Naturally Tribal Skincare is targeting a small fraction of this segment. Across industries and markets internationally, ethical conscientiousness and traceability have become a requirement for consumers. They are so well informed and savvier than ever before. Quality, provenance, authenticity and heritage appeal to shoppers, and are becoming an increasing priority. When one combines market size and potential with strong brand USPs, and then seals that with “made in the UK”, which speaks to quality – the export door swings open! Exporting wasn’t initially something we’d thought of as we figured it was only for large businesses with years of experience. Working with our international trade adviser to understand key markets and market requirements gave us an enormous confidence boost, as well as the knowledge and tools to begin our export journey, to the EU, Africa, USA, and Israel.
Approvals, labelling, and trade networking
Bob McDonald
Co-owner of the Armagh company Burren Balsamics, manufacturer of whole-fruit-infused balsamic vinegars and condiments
We sell to many countries in Europe as well as the US and Dubai, with support from the Department for Business and Trade. Exporting accounts for around 65% of our present turnover – three years ago it was closer to 15%, so the growth has been quite decent. Each country has its own set of challenges. In the US, for example, you need to be FDA approved, and in the United Arab Emirates, it’s helpful to think about things like ensuring labelling is in Arabic, or being Halal approved. Clear branding and labelling with simple grammar helps. For food businesses, I’d recommend specialty trade shows like the International Food and Drink Event where you’ll meet buyers from around the world. Try to understand each country’s importing regulations ahead of approaching buyers.
Regulatory issues, cultural nuances, and lots of patience
Sina Yamani
CEO of Cardiff-based mobile ordering platform Yoello, designed to enable payments for the hospitality and retail sectors
We partner with acquiring banks and point-of-sale companies around the world and are currently in 10 different jurisdictions. We trade with the US, Canada, Australia, parts of Europe and Dubai. Exporting for us meant getting to grips with not only different cultures and ways of doing business, but regulatory, legal and compliance issues – every country has its own rules and in regulated environments like fintech, that can be really challenging. There’s also a cost element – not every company can pick up the phone and start dealing with international clients in different time zones without having measures in place first. We purposely approached English-speaking countries first, but there are subtle nuances between even American English and British English, for example. My advice for other B2B companies like ours? Be patient. You could be a year into working on a deal and might not have signed anything yet – hang on in there!
Wherever you are on your exporting journey, the Department for Business and Trade can help. Access a wide range of free support and find out how your business can sell to the world at great.gov.uk
