How to work with an export plan
Why should you use this site?
The best way to achieve export success is to formulate an export strategy based on solid information and sound assessments. Some companies begin export activities haphazardly, without carefully screening target markets or options for market entry. While these companies may have a measure of success, they most likely have overlooked better export opportunities. If early export efforts are unsuccessful because of poor planning, a company may be misled into abandoning exporting altogether. This web site is designed to guide U.S. food, fish, fiber, and forest product companies, new to exporting, through the information gathering and assessment process that is needed to develop a successful export plan or strategy. By completing this tutorial you will have: A comprehensive understanding of the export planning process. A list of export planning resources that relate specifically to your needs. A concrete export plan to guide you and your company through the successful development of export markets.
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How does this site work?
This site leads you through the process of developing an export plan for your company and the specific product, or products, that you want to export. This site is divided into the following sections. Company Target Market Product Pricing Market Entry Action Plan
For each section, the site provides a series of questions and an explanation of why their answers are important. Some questions you will choose not to answer because they may not relate to your particular situation, and you may need to formulate some questions that are pertinent to your unique situation. The goal is to help you determine the type of information you need to gather. You will be able to answer many of the questions based on your knowledge of your company and product(s). Others will require you to use the list of resources and links furnished in the site.
Want to see how the final export plan might look? The site provides a sample export plan for "Export Cookies" that was created for a fictitious company called "Sweet Success" by using the resources provide in the site. The site also contains a glossary of definitions for technical terms related to exporting. Back to Welcome
Who should use this site?
The information in this site can be valuable to anyone interested in exporting agricultural products. However, the site is designed specifically for companies and individuals new to export marketing. You will find this site especially valuable if your company has passed FAS's "Are You Ready To Export?" test. The site will also be especially useful if you have an inquisitive mind, a sincere desire to help your company succeed in its long-range export efforts, and sufficient time to explore thoroughly the resources that the site provides. Back to Welcome
How can you develop an export plan using this site?
You can download an export plan template. The template follows the format presented in this site. The template can be downloaded from the "Download Resources Page," which is accessible through the menu at the top of your screen. If you load the template into your word processor, you can then switch back and forth between the template and your web browser. This will allow you to type notes and paste information from various web sites into your template. In fact, you will be developing a skeleton of your company's export plan as you work your way through this site. Back to Welcome
What is an export plan?
An export plan is your "Recipe For Export Success." It is a well-thought-out strategy for preparing your company, your product, and your marketing efforts to succeed in the export business. As with good recipes, an export plan needs to include a specific, clear set of directions and to identify every step of the process. You may also need to modify your "recipe" a little, as you gain experience and examine your results. In general, it can be said that an effective export plan: Is brief, to the point, and simple.
Has specific goals and objectives. Is based on facts, not assumptions. Is developed systematically. Considers all options at each decision-making point. Has honestly described limitations, as well as strengths, in your business, your product, and your target market.
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How do you use an export plan?
Effective export plans vary in formality, length, and style. These factors depend on how you use your export plan. Your plan may be a way to organize your own efforts. On the other hand, you may be writing your plan as part of your application for the United States Department of Agriculture (USDA) Market Access Program (MAP) or to get a bank loan. You are the best judge of what you want your final plan to look like. However, you should keep the first version of your export plan simple. It needs to be only a few pages, since important market data and planning elements may not be available. The initial planning effort itself will gradually generate more information and insight. As you learn more about exporting, and your company’s competitive position, the plan will become more detailed. There are some general guidelines that can help you get the most out of your export plan: Track your actual accomplishments, budgets, and schedules against those you put in your plan. Compare the results of your actions with the objectives identified in your plan. Revise your plan as you get new information, gain new experience, and see actual results.
All of these come down to one basic tip: make your export plan a flexible tool that works for you.