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Broad
mission statement and initial budget
So you run a viable business currently and
you've completed an export readiness assessment which shows
that you are ready for exports. What's next?
Well, the next really important step is to
get your management's written commitment to export. However,
before you do this, you need to prepare a broad export
mission statement that outlines in very general terms what
you plan to do in respect of exports. This is an interim
measure until you have formulated a formal export plan
(see step 8 in the export process). The objective of this
broad mission statement is to get you to the point where
you can complete and present the export plan, as well as
to ensure buy-in from management for your export endeavours
and for them to approve an interim export budget that will
allow you to do the research required to gather the information
that you will need to prepare the formal export plan.
But I'm a small one-person firm - do
I need to do this
Just because you are a small firm should
not prevent you from putting down on paper your export
vision for your firm or from estimating the amount of money
you will need to do the research for your export plan.
Just by formalising your thoughts - by jotting them down
on paper - makes you think about them and may also be useful
at a later stage as a reference to see what you had in
mind and whether you have achieved your objectives. It's
all about planning, preparing and good management!
What should the broad mission statement
say?
Of course, your broad mission statement will
be unique to your firm and the sector that you are involved
in. Nevertheless, the mission statement should:
- Confirm that you are serious about exports
- Indicate your reasons for wanting to export (these
reasons for exporting essentially serve as your interim
export objectives and they will be revised later once
you have done your research and are busy preparing your
export plan)
- Indicate what your next major deliverable(s) will be
- Indicate when your hope to complete these tasks
- Indicate how much money you will need to achieve these
tasks
Bear in mind that this statement is an interim
statement. It is intended to see you through the first
number of steps in the export process until such time as
you have done the research you require to gather the information
you need for your export plan. The export plan will be
the major formal document that spells out your export objectives,
your export budget and your intended export strategy. Once
you have put forward your export plan, this broad mission
statement will fall away and will be replaced by your firm's
export objectives as stated in the export plan! Management
will, of course, also have to approve the export plan,
but that's another story.
Show me an example of a broad export
mission statement
To illustrate what we mean, we have included
a broad export mission statement for a fictitious company:
The management of Tarik Fish Exporters (Pty)
Ltd believes that the export market represents real expansion
opportunities for the firm. Management feel that by expanding
into exports the firm will be able to:
- increase sales
- reduce the risk we encounter due to seasonal sales
of our traditional products
[These two statements are your interim
export objectives].
As a next step in the export process, research
will be undertaken to determine the extent of opportunity
that exists in the export markets and to identify countries,
markets and potential customers to focus on. This research
will be used to formulate an export plan incorporating
export objectives, an export marketing strategy, an export
budget and an implementation schedule. The three month
timeframe (i.e. 31 March) is thought to be adequate to
undertake the research and to complete the export plan.
The estimated budget required to undertake the research
and to complete the export plan is R55 000 [a breakdown
of this budget would be attached].
To realise the firm's export aspirations,
it is essential to obtain the board's approval. It would
be appreciated if the would deem it acceptable to approve
this initial mission statement and budget and to commit
to the proposed export vision!
Signed by:__________ (Export manager)
MD's approval:____________
Of course, if you are also the owner
of the firm and the person responsible for exports, you
don't have to sign twice ;-)
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