Smaller companies tend to focus on one nation, but in today's global marketplace this can be a damagingly blinkered view. Going international isn't quite as difficult as it sounds. Dealing with people you like and taking an intelligent, disciplined approach to business development is the first step towards building a solid and reliable international distribution network.
As a small company with an international presence, CyDen is an example of a small business that has used the technique of partnering with other companies to set up a distribution network across the world. CyDen began to develop its distribution network in 2004 and now distributes iPulse technology in more than 50 countries, despite having a workforce of only 34 people.
The company realised the value of tapping into government resources. The first step was to work with UK Trade & Investment, which provides an invaluable resource known as an Overseas Market Introduction Service (OMIS) report. For a fee of between £400 and £800, this service offers overseas market intelligence, putting businesses directly in touch with local consular offices which are able to provide access to the best country and sector-specific business advice, as well as offering support during overseas visits.
Making contact with International Business Wales also provided a firm platform for the development of CyDen's distribution network. International Business Wales gives small businesses opportunities to visit overseas markets at heavily subsidised costs. This experienced organisation set up the 'trade missions' which enabled CyDen to travel abroad to establish a presence in previously unfamiliar business territories. So far, the compnay has attended 15 trade missions, introducing the company to national agents at local trade shows and embassy-sponsored events. These agents have worked closely with the business setting up meetings along with providing support services such as interpreting. This has made it much easier for CyDen to foster lucrative relationships.
Through working with organisations like the Overseas Market Introduction Service and International Business Wales, companies gain immediate kudos with the international business community. Being referred by the British Consulate carries a lot of clout and ensures a more positive reaction from companies.
When looking for potential partners overseas it's easy to lean towards the biggest and most well known partners. However, these businesses are often less hungry than the smaller, more rapidly growing and aggressively market-oriented companies.
The most important element of all and that which is most often overlooked, is simply identifying people you like and those with whom you can work comfortably, even when the going gets tough. Quite often it is the case that the best relationships come out of business meetings where you follow your gut instinct and the chemistry just feels right.
© Crimson Business Ltd. 2006