Export and Expand covers the 8 essential steps in expanding your business globally. It starts by prioritising export markets; deciding which consumers, shoppers and trade customers to target; researching and contacting the right Go-to-Market partners; product development and branding; building an export team; selling and negotiation; marketing for sell-thru and creating a robust export business plan.

Table of Contents
Introduction

The Export Roadmap

Chapter 1: Where to export?

Easier Markets

Harder Markets

Choosing the Most Attractive Export Markets

Assessing Your Export Capability

Competitors Matter

Export Select

Chapter 2: Who to Target?

Consumers

Shoppers

Trade Customers

Importers and Distributors

Wholesalers

Retailers

Non-Retail

Foodservice end users

Ecommerce

Understanding Consumers, Shoppers and Customers

Segmentation

Five Low Budget Sources of Customer Insight

Five Best Practice Sources of Customer Insight

Typical Consumer, Shopper, Retailer and Importer needs

Chapter 3: Go to Market Strategy

Ten Common Export Business Models

Finding the Right Partner

Key Criteria for Partner Selection

Chapter 4: Export Product Development, Branding & IP

Making Sense of Rules & Regulations

Export Branding: The Fundamentals

Core Branding Elements

Brand Positioning

Five Principles of Naming Export Brands

The Five Secrets of Trademarking

Export Product Development

Chapter 5: Preparing to Export

Export Operating Structures

Roles and Responsibilities of Key Export Staff

Controlling Pricing

Incoterms

Payment Options

Risk Management

Export Documentation

Chapter 6: Selling & Negotiating

Preparing to Sell

Checking Customer Needs

Selling

Negotiation

Distributor Management: Eight Point Plan

Chapter 7: Marketing for Sell-Thru

Increasing trade distribution

E-Commerce distribution

Stimulating shopper or patron purchase: Off Line

Stimulating shopper or patron purchase: On Line

Effective Promotional Mechanics for Driving Trial Purchase: Offline

Encouraging repeat usage

Advertising

Five Golden Rules of Marketing Activation

Chapter 8: Export Business Plans

One Page Business Plan Template

Post Launch Sales Forecasting

Summary: The Five Secrets of Export Expansion

Glossary

Dedications

The Author