2: Current business viability
here: Step 2: Current business viability
this section, we play hardball - we are going to tell you
what you don't want to hear. Sorry, but it has to be said,
and you need to take heed!
Exports are difficult
Exporting is a difficult business to be in.
Think about it - you are trying to sell something to someone
who may not speak your language, who has a different culture
to yours and that is located thousands of kilometres away
from you in another country. After all, it's difficult
enough trying to sell something to someone around the corner.
If you are struggling to make it in the local market, you
should know that it will not be any easier in international
If you are struggling forget exports
Unfortunately, there are many, many companies
who turn to exports when they are struggling to make it
at home. Perhaps they have the hope that exports will resurrect
their failing sales or provide some miracle salvation to
their current situation. Nothing could be further from
the truth. Exports will drain what money and resources
you have left and will bankrupt your company quicker than
you say "Oh, what about exporting". Leave exports
well alone - they're not your salvation. You need to make
a success of your company at home first. Only then you
can consider expanding into export markets, with your local
sales and profits financing your export endeavours.
Too often we hear stories from those individuals
and organisations (often referred to as export promotion
organisations - EPOs) tasked with helping exporters enter
the international market, about irate individuals from
struggling firms who approach them and demand to be helped
and who will not accept that they cannot succeed in exports.
Are you one of these firms? If so, forget exports; prove
yourself at home first.
Forget those miracle stories
Do not tell us that you have heard a story
or know a company that has managed to "make it big"
in exports even though they were a small company struggling
in the local market. Our answers to you are:
OK, now visit our business viability checklist
and judge yourself to see whether you have a viable business
- You probably don't know the full extent
of the story or perhaps it's just an urban legend.
- Because the odd company makes it contrary to expectation
does not mean that every other company will make it