Export Planning Guide

10 Questions that Should be Addressed
Sample Outline for an Export Plan

Once you have decided to sell your products in a specific foreign market(s) it is time to develop an export plan.  A crucial first step in planning is to develop broad consensus among key management on the company's goals, objectives, capabilities and constraints.

Define your objectives - who will read it and what will they do with the plan.  Objectives help you decide how much emphasis to put on various sections.

Research is vital - tells you about your industry, potential customers and competitors, and potential sales and costs.  Be sure to allocate enough time and resources to do thorough research.

Obtain feedback on your draft plans - include both business associates and others.

Write your own plan - don't borrow a sample plan and simply change the names and numbers.  It must reflect what is important to your business and it should flow well, demonstrating why the business will be successful.

Prepare an outline of key points before you start writing - will ensure consistency, reduce duplication and address all key issues.

Believable financial projections - the financial section identifies your financing needs and the profit potential of your business.  It is an important part of the plan that gives readers confidence in your business.  Test your financial projections - failure to accurately reflect full costs of operation can destroy credibility.

Executive summary - this is likely to be the first, and often only, section people will read.  A good summary is short and highlights what is important in your plan.  It should be written last.

The first draft of the export plan may be quite short and simple, but it should become more detailed and complete as the planners learn more about exporting and their company's competitive position.

At least the following 10 questions should ultimately be addressed:

1. What products are selected for export development?  What modifications, if any, must be made to adapt them for overseas markets?
2. What countries are targeted for sales development?
3. In each country, what is the basic customer profile?  What marketing and distribution channels should be used to reach customers?
4. What special challenges pertain to each market (competition, cultural differences, import controls, etc) and what strategy will be used to address them?
5. How will the product's export sales price be determined?
6. What specific operational steps must be taken and when?
7. What will be the time frame for implementing each element of the plan?
8. What personnel and company resources will be dedicated to exporting?
9. What will be the cost in time and money for each element?
10. How will results be evaluated and used to modify the plan?

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Sample Outline for an Export Plan

Table of Contents
Executive Summary (one or two pages maximum)
Introduction:  Why This Company Should Export
Part I - Export Policy Commitment Statement
Part II - Situation/Background Analysis
	Product or Service
	Operations
	Personnel and Export Organisation
	Resources of the Firm
	Industry Structure, Competition and Demand
Part III - Marketing Component
	Identifying, Evaluating and Selecting Target Markets
	Product Selection and Pricing
	Distribution Methods
	Terms and Conditions
	Internal Organisation and Procedures
	Sales Goals:  Profit and Loss Forecasts
Part IV - Tactics:  Action Steps
	Primary Target Countries
	Secondary Target Countries
	Indirect Marketing Efforts
Part V - Export Budget
	Pro Forma Financial Statements
Part VI - Implementation Schedule
	Follow-Up
	Periodic Operational and Management Review (Measuring Results Against Plan)
Addenda:  Background Data on Target Countries and Market
	Basic Market Statistics:  Historical and Projected
	Background Facts
	Competitive Environment

One key to developing a successful plan is the participation of all personnel who will be involved in the exporting process.  All aspects of an export plan should be agreed upon by those who will ultimately execute them.

A clearly written marketing strategy offers six immediate benefits:

1. Because written plans display their strengths and weaknesses more readily they are of great help in formulating and polishing an export strategy.
2. Written plans are not as easily forgotten, overlooked or ignored by those charged with executing them.  If deviation from the original plan occurs it is likely to be due to a deliberate choice to do so.
3. Written plans are easier to communicate to others and are less likely to be misunderstood.
4. Written plans allocate responsibilities and provide for an evaluation of results.
5. Written plans can be of help in seeking financing.  They indicate to lenders a serious approach to the export venture.
6. Written plans give management a clear understanding of what will be required and thus help to ensure a commitment to exporting.  In fact, a written plan signals that the decision to export has already been made.

Source:  United States Department of Commerce; Western Economic Diversification Canada & Agri-food/Agriculture Canada.