exporting glorious gloucestershire supplement

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GLORIOUSGLOUCESTERSHIRE

EXPORTING

Celebrating the global power of glorious Gloucestershire, we speak withsome of the county’s leading experts on operating internationally...

IN ASSOCIATION WITH

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Plotting your path for growth? Our team offers genuine support to forward-looking businesses of all kinds throughout Gloucestershire and the South West including:

} Restructuring } Workable strategic plans } Audit and accounts } Taxation planning and compliance } Succession planning } Expansion to new markets } Business plans and forecasts for finance raising

If you are looking for high quality business advice based on knowledge and experience

exploratory meeting.

Richard Austin

[email protected]

01242 234421

Find out more about us at

www.croweclarkwhitehill.co.uk

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There’s never been a better time for companies totrade internationally. The currency of UK goodsand services is riding high following the hugesuccess of the Olympics; our innovation and know-how is world renowned and the demand for ourbranded goods has never been so high. InGloucestershire we have leading companies that can

take advantage of all of these thingsResearch shows that exporting companies are more productive

than non-exporters, achieve stronger financial performance, and aremore likely to stay in business.

More and more young companies are going straight forinternational opportunities from an early stage; almost one in five(17%) new companies currently active abroad are classified as ‘BornGlobal’ – so have been doing business overseas since the outset.

Over a third (35%) of companies who export report significantgrowth due to exporting, with around 38% of companies saying thatexporting delivered a level of growth not otherwise possible.

With the support and leadership of partners locally and with theexpertise provided by UKTI we have the best opportunity to increasethe number of new exporters in the county and support those whoalready export to expand their markets. Often it is fear of theunknown that prevents business leaders from taking those first keystep but with the support of experienced exporters and theprofessional community we can demystify the conceptof exporting and come together in the county tosupport each other to grow.

Suzanne Hall-Gibbins,Director GloucestershireChamber of Commerce

With a word from our guest author,Suzanne Hall-Gibbins, Director of theGloucestershire Chamber of Commerce....

WelcomeResearched& compiledby NatalieLetch

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International trade is at the heart ofHSBC – as a bank formed to facilitateinternational trade between Hong Kongand the rest of the world it is built intoour heritage, and it forms a key part ofour ethos today.We don’t just pay lip service to this

notion. Over the past 18 months HSBChas invested heavily to help supportbusinesses across the UK tradinginternationally. Last year we provided£5.1 billion of gross new lending via ourdedicated International SME fund and Iam pleased to say that we havecommitted to lend at least £5 billion viathe fund again this year.In Gloucestershire, we have built a

team dedicated solely to supportingbusinesses trading internationally. Thisskilled and highly experienced teamincludes Senior InternationalCommercial Managers Steve Breckonand Richard Carruthers, andInternational Commercial ManagerSamantha Keane.They are supported by International

Commercial Associates David Westonand Kathy Wilton.However, importantly, they are also

supported by HSBC’s presence interritories across the globe. Internationaltrade creates opportunities – such asopportunities to enter new markets,develop new skills for an employee base,

diversify a business’s income stream orcreate a physical presence in anothercountry.This is where HSBC excels beyond the

basics of banking. Of course, we canhelp businesses finance their expansionoverseas, but more importantly we canoffer valuable local advice and insight tocompanies across Gloucestershire andthe Cotswolds via our network of 7,000colleagues in 63 global locations.We are a truly global bank and our

International team in Gloucestershirecan pick up the phone to colleagues inthe majority of international marketsand get on-the-ground advice, such ashow to establish operations in thatmarket, which professional servicesfirms to use and the local customs andpractices to be aware of. Such localinsight is invaluable to our customers,even those that are experienced ininternational trade.Those small and medium enterprises

that have the potential to take theirproducts or services overseas face whatinitially appears to be a dilemma.They can maintain the status quo,

striving to build their business in homemarkets that they know and trust, orthey can also venture overseas, tacklingthe host of logistical, financial and

Words by HSBC Gloucestershire Area Commercial Director, Andy Willett

“A TRULYGLOBAL BANK”

“International tradecreates opportunities –such as opportunities toenter new markets, developnew skills for an employeebase, diversify a business’sincome stream or create aphysical presence inanother country.”

The Gloucestershire ICM team

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MAY 2013 COTSWOLD STYLE � 45

CS

cultural challenges that internationaltrade entails. Stop to think for a momentand you’ll quickly realise that there’s nodilemma here at all and that businessescan enjoy growth on both domestic andinternational fronts.To explain why I think it’s vital for

SMEs to explore foreign markets, let mestart with the economic outlook. InChina, India and Brazil GDP growthrates have slowed in recent months,giving emerging market SMEs reason toreview their expectations for regionaldemand. Then again, those growth ratesstill dramatically outstrip those of theU.S. and Europe. As economic malaisecuts spending in the developed world,manufacturers are rethinking supplychains that were designed to meetdemand from Northern consumers.In the future we expect to see a

collective reorientation towardsemerging markets from companies indeveloped and developing economiesalike. Indeed, this is already happening.The Asia-Pacific region accounted for7% of Apple’s net sales in 2009, forexample, but in 2011 this share climbedto 21%.Here’s another example. Between 2000

and 2012 almost 17 million Braziliansstarted using private healthcare. That’sthe equivalent to adding the population

of the Netherlands to the world’s privatehealthcare and pharmaceuticals market.By 2050, HSBC research forecasts that

the collective size of the economies wetoday call ‘emerging’ will have increasedfive-fold to eclipse those we now call‘developed’. What this means for theemerging world is real wage increasesand an expanding middle class withrising consumer power. For SMEs, itmeans a host of new challenges and –more importantly – new opportunities.The South West is the smallest

exporting region in the UK, withGovernment figures showing companiesfrom the region exported £12.3 billionworth of goods last year, down slightlyon 2011. The South West accounts for5.9% of all UK exports, but we mustnot let this overall figure mask theexcellent work many companies acrossGloucestershire and the wider region aredoing in the export market.Gloucester-based Gantrail for example

specialises in providing crane railinterface design and solutions. Thiscompany was formed 50 years ago butover the past 20 years has really pushedits export proposition and now generates85% of its revenue from overseasclients, selling across the majority of theworld’s largest economies.Managing Director Malcolm Trigg

explained that the company initiallydeveloped a product for domesticcustomers but quickly realised itsproducts could be sold internationallyanywhere a crane rail is required.The company has since developed a

strong network of partnerships anddivisions across the globe to effectivelymarket, manufacture and distribute itsproduct range at a local level.Malcolm stressed the company would

not be in its strong position today if ithad not developed its internationalmarkets, and also highlighted theimportance of having a strong bankingpartner in HSBC to support it.Although the company’s relationship is

managed out of Gloucestershire, it hasaccounts with HSBC in Dubai andChina.Gantrail is an excellent example of a

business that has grasped the exportednettle and its business has expanded as aresult. With the right advice andpreparation, international trade could bea critical element to business success in2013 and beyond.

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Research reveals that exporting bringswith it numerous benefits, includingimproved financial performance,increased probability of survival andincreased productivity. Businesseswhich export also tend to invest morein research and development and tendto innovateIt is no secret that the South West

lags behind its regional counterpartswhen it comes to exporting. And whilethere are many SMEs enjoying successall over the globe, we are still heavilyreliant on Europe.While developed economies struggle

with financial uncertainty and slowrecovery, other emerging regions areundergoing rapid growth, creatingopportunity and appeal for multinationalcorporations to expand operations intothese high growth areas.At UKTI we know that striking out

into new and unfamiliar markets can bedaunting, but many more South Westcompanies could and should be takingadvantage of the opportunities outthere. That is why we are hosting asecond Export Week this month that isdedicated to High Growth Markets.High growth markets are changing the

face of international business – it isthese growing economies which offertomorrow's opportunities. With so

many millions of potential newcustomers, low-cost communications,and improving infrastructure, the time toact is now. By waiting too long to invest,businesses will allow competitors tobuild a presence and market share inthose areas, making it more expensive tocommit resources and more difficult tocompete effectively when they finallydecide to take the plunge.Export Week is designed to help the

region’s businesses explore thosemarkets that perhaps aren’t so obviousand to show how we can help you reachthem. In the South West we have puttogether an interesting programme ofevents and activities that will inspire youto think about exporting to some ofthese countries, including Mexico, Brazil,Vietnam and Indonesia. Events will takeplace right across the region, fromCheltenham to Newquay, offeringsomething for both the novice andexperienced exporter - from seminarsand master-classes to networking events.There is no doubt that the past year

has been full of challenges for theregion’s companies but I strongly believethat virtually any company can export itsproducts and services – from single-owner operations to large corporationsemploying hundreds.I therefore invite you all to join UKTI

at one of our many regional eventsduring 13-17 May, to find out moreabout these countries and how UKTIcan help your business grow.We have an array of support packages

to help but the first step must comefrom business. So I would encourageyou to take that step today and seize thechallenge. Aim high and act now.

You can find out more about ExportWeek events in the South West atwww.exportweek.ukti.gov.ukTo find out more about UKTI’sservices and support packages, visitwww.ukti.gov.uk

Words by Russell Jones, Regional Director, UK Trade & Investment South West

CS

EXPORTING:

At UKTI we know thatstriking out into new andunfamiliar markets can bedaunting, but many more

South West companies couldand should be taking

advantage of theopportunities out there

aim high, act now

‘‘

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The forecast for the economic climatewildly alternates between predictions ofa triple dip recession and brightprospects for swift growth for SMEs inthe future: banks are still relativelyunwilling to fund new ventures withoutconcrete evidence of financial return, soit’s no wonder businesses are turning toexporting goods and services abroad.Many Cotswold businesses have madethe leap from local enterprises tointernational exporters, but this leap isnot without its challenges.The Select Committee on Small and

Medium Size Enterprises published itsreport Roads to Success: SME Exportsearlier in the year. The report noted thatat the start of 2012, the UK’s 4.8 millionSMEs accounted for more than half ofemployment (59.1%) and almost half ofturnover (48.8%) in the UK privatesector. The Government is pursuingexport-led recovery specifically throughSMEs in an attempt to help the UKboost its economy after one of thedeepest recessions the country has seen.However, there are a number of

barriers and challenges which are noteasy to overlook: access to finance,markets and information can be elusivein cross border exporting and

regulations can wildly differ betweencountries. Protection of intellectualproperty rights is another factor toconsider. So how does a businessbegin exporting?Firstly, funding must be assured and in

place. Recommendations in the Roads toSuccess report suggest that regionalbank managers should be given morepowers to assess local businesses interms of their eligibility for funding,using judgement rather than formulae.Traditional financing routes aren’t theonly choice: SME exporters shouldexamine other options for funds, such asventure capitalists or business angels.Groups such as the South West Angeland Investor Network (SWAIN) can

connect private investors withSMEs looking for investmentto export.

Secondly, SMEs shouldmake connections withlikeminded people andorganisations. The Roadsto Success report notesthat SME potential ishuge. Generally SMEenterprises are“innovative,

enthusiastic, creative andcommitted” – so seize any

chances to network with Chambersof Commerce, exploiting relationshipswith twinned towns and countries, andtaking advantage of services such as

translation, market research andintelligence which are often presented bythese organisations. The Institute ofDirectors also assesses export potential,markets and selling, distributing andtransporting exports as well asorganising the paperwork and legalities.Additionally, thorough research into

potential destinations of exporting isessential to trade success. The SelectCommittee report recommends that theUK Trade and Investment (UKTI)should get the message to SMEs thatthere are significant commercial benefitsto addressing language barriers betweenhome and export countries. Placementsfor foreign students and use oftranslation services, as well as languagelessons, help to strengthen relationshipsand improve communication.Lastly, SMEs should seek professional

advice on legal and accounting mattersin new markets. As a member of theCrowe Horwath International network,we are able to provide a global service toour clients across 109 countries. We canassist with matters such as branchregistrations, recruiting local people andhow to sell in overseas markets as well asensuring compliance. All this shouldenable small business owners to takefull advantage of alternative marketsand make international tradecommercially viable.

For more professional export advice,contact Richard Austin at theCheltenham office on01242 234421, [email protected]

CS

Going GLOBALMany Cotswoldbusinesses have madethe leap from local

enterprises to internationalexporters, but this leap is notwithout its challenges‘‘

Richard Austin

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Business West is a regional businesssupport company that specialises inhelping companies grow and develop,also running a number of Chambers ofCommerce’s, including Gloucestershire,Bristol, Bath and a business network inWiltshire. The South West doesn’texport as much as other regions but thepartners in the county including theLocal Enterprise Partnership (LEP);UKTI & the Chambers are looking tochange this.In Gloucestershire a number of

initiatives are run by UK Trade andInvestment (UKTI) for potentialexporters and companies wanting toexpand their export opportunities. TheGloucestershire Export Club run by theChamber on behalf of the LocalEnterprise Partnership (LEP) engageswith new and existing exporters toinspire enthusiasm and offer support torealising a company’s own exportingpotential. If a company is successfulselling their products and services inthis country, we can see what thepotential is for interest abroad. TheExport Club allows businesses to dip inand out and keeps them in touch withwhat’s going on, ensuring they are up todate with the available support andadvice. Also sharing best practice withexisting exporters.The Chamber of Commerce is an

accredited agency so can an provideexport documentation services, enablingcompanies to gain letters of credit andproduct confirmation, which manyexport markets require and also givesauthenticity to their business,simultaneously highlighting theirmembership with the Chamber ofCommerce. The UKTI have advisors inthe UK and a range of specialist across

the world including staff in Embassy’s,with around 2,500 staff worldwide whohelp open doors to companies,introducing them to suppliers,customers and organising events. It’s apowerful message when an embassycalls a company to invite them to anevent or meeting. Meanwhile theyconduct desk based research throughtheir databases, finding the right agents,distributors and suppliers. It’s a costeffective means of getting your footthrough the door and can create awealth of opportunity.Operating across a regional network

Business West and its Chambers havedeveloped their service includingmanaging the UKTI contract for theSouth West. Within Business West thereare over 200 staff with 40% involved inexport activities.The potential to grow revenue from

exporting is huge and research hasshown that companies who export tendto be more innovative; grow quicker andbetter manage turndowns in the marketplace as they spread the net slightlywider than other companies. Thegovernment is putting more supportinto exporting as they see growth inother countries continue to rise, whereasgrowth in the UK is relatively flat. It isalso important to encourage companiesto expand out of Europe. TheOlympics also provided a magnificantshowcase for UK business and hasmeant there are great opportunities forbranded goods, as well as those in theservice sectors, for example the massesof middle class people in such countriesas Brazil and China are eager to buy UKgoods and services.The best decision a company can

make is to get in touch to see how wecan help businesess expand.

Suzanne Hall-Gibbins explains how Business Westcan help you to grow your business globally

How we can help

The Olympicsalso provided amagni!cant

showcase for UK businessand has meant there are greatopportunities for brandedgoods, as well those in theservice sectors, for examplethe growing middle class insuch countries as Brazil andChina who are eager to buyUK goods and services.

YOU to export....

CS

‘‘Suzanne

Hall-Gibbins

000 Exporting Global Gloucestershire Chamber of Commerce Edit May 13:Layout 1 24/04/2013 16:57 Page 48


Whether you are exporting for the firsttime or a seasoned exporter entering anew market, you will need to get togrips with the legal issues, both at homeand abroad. Here is a brief guide tosome of the most important ones:

• Will you appoint an agent or adistributor, and/or will you beselling into the territory yourself,either directly or via the internet?All of these have their pros and consbut issues around competition andtermination (see below) may have abearing on which route to market youchoose. What works for one territorymay not work for the next one.

• Will your agent or distributor beappointed on an exclusive, sole ornon-exclusive basis? How do you stayon the right side of any competitionlaws? This is a really important issuebecause getting it wrong can attractenormous fines.

• Are there any particular localregulations to be aware of ? Forexample, are there things which youmust, or cannot, put in your terms andconditions? Are there special rulesaround warranties? What are the ruleson product liability?

• How can you terminate? Will theagent or distributor be entitled tocompensation? This is anotherimportant issue. In some territories asubstantial payment can become due ontermination. Usually you cannotcontract out of this responsibility, butthere may be ways to mitigate the risk.There is no getting away from it –exporting is an activity where you aregoing to need two lawyers, one here inthe UK to guide you through thestructure and contracts and one in theterritory to help you with the localissues. If you choose an experiencedUK lawyer first they will have a triedand trusted network and will be able tofind and manage your overseas lawyerfor you. CS

CASE STUDY 1Appointing an agent inSaudi Arabia

Acting for G.B.R. Industries Ltd inappointing a sales agent in SaudiArabia. There were manycomplications around thisappointment, not least that thecontract needed to operate in twolanguages and the Arabic versionprevailed.

“We sell products all over theworld and that means engagingwith foreign business partners andworking with people you can trust.The team understands exactlywhat we are trying to achieve andhave helped us facilitate and forgesome strong business relationshipsoverseas.”

Jamie Wilde, Director,G.B.R. Industries Ltd

CASE STUDY 2.Terminating one distributor andappointing another in Canada

Assisting Bottlegreen Drinks withreplacing their distributor inCanada. This included dealingwith Canadian lawyers on manylegal issues including thoserelating to termination andexclusivity.

“They offered clear,knowledgeable and sensibleadvice delivered with Bottlegreen’sinterests at heart, and in return forreasonable remuneration.”

Simon Speers, ManagingDirector, Bottlegreen Drinks

Exporting-Gettingto Grips withthe Legals

CASE STUDY 3Warranty terms in Germany

Advising Queens Award winner,Adey Professional HeatingSolutions, on their warranty cards.Having made sure that they werecompliant with English law, legaladvice was required from Germanlawyers on the legal effect inGermany.

“The team has been a fantasticaddition to our team with local,cost effective and highlyprofessional legal advice.Particularly guiding us on foreignlaw, dealing with other companiesabroad and selling our products inother markets. We cannotrecommend Tim and Chris highlyenough.”

Rebekah Howard, OperationsDirector, ADEY Professional

Heating Solutions

Harrison Clark Rickerbys’International Team has helped manylocal exporters. For more informationor advice please contact Tim Walker:Direct Dial: 01242 246469Email: [email protected]

Harrison Clark Rickerbys is a trading name ofHarrison Clark Limited and Rickerbys LLP.Authorised and Regulated by the SRA

By Tim Walker,Partner and Head of Harrison ClarkRickerbys’ International Team

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IN ASSOCIATION WITH

Bottlegreen, the deliciouselderflower infused soft drinksthat are presented in the iconicgreen bottle. Their simplicity, loveof natural products and attentionto detail is what keeps Bottlegreenat the top of their game. Startinglife as an elderflower cordial soldto local delicatessens, Bottlegreenis now a global brand spanningCanada, Australia and Japan.The brand went global by

accident, a cousin of the owners who resided in Canadadecided to sell the product and is now their biggest market,“As the brand became better known in the UK, internationalbuyers wanted it as they saw an opportunity for it in theirmarkets”. To maintain their reputation and identity overseas,Simon comments “we keep the same look and feel in eachcountry, our branding is consistent. We continue to producemore of the same, great tasting natural products wrapped inthe most stylish packaging on the market, we are what you seein the product”.Personal contact with their customers extends to their

markets, Simon notes, “once a year I’ll go to Australia and twoto three times a year to Canada. The challenges of exportingmake our processes better. It’s hard work exporting but inmeeting their needs we improve the general quality for ourhome market”. Bottlegreen remain in Gloucestershire as theythink it’s a real selling point with their markets, “for us it is theidyllic location in the English Cotswolds, that has broad appealto our consumers in international markets. It’s so typicallyidyllic England and that attracts their attention”.

Simon Speers,Managing DirectorBottlegreen Drinks Co

TOP TIPS1. Listen to your partner in the market – they knowtheir market better than you ever will.

2.Manage exchange rate fluctuations carefully!

3. Spend time in the market if you can with yourpartner and your customer base.

BOTTLEGREENFrogmarsh Mills,South Woodchester,Gloucestershire, GL5 5ETTel: 01453 874000Email: [email protected]: www.bottlegreen.com

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Neon Play is a small company basedin Cirencester with global appeal.Exclusively, we can reveal that NeonPlay have just been awarded with the2013 Queens Award for Innovation!The arrival of the iPhone inspired

owner Oli Christie to focus onmobile gaming. Going global was always the intention, “theglobal nature of mobile App Stores means digitaldistribution is so easy - it’s literally just ticking a box. Wenow export to over 150 countries”. Neon Play wasestablished in 2010 and has had nearly 50 milliondownloads of their games.Maintaining a global presence is instant, the logo and

URL is on the loading screen of each game. Yet in a globalmarket you have to adapt to survive. Oli’s eye is always onthe future and of course with the growing interest from theFar East, Neon Play’s “latest game will be in 12+ languages,including Korean, Chinese and Japanese”. Without stock,there are no export costs, just prompt payment from Appleand Google. Oli says, “It’s an exciting and cost-efficientbusiness model in a constantly growing market”.The location of Cirencester in Gloucestershire is ideal

for Neon Play, “It was a local town and I believed youcould grow a technology company here if you created theright culture, plus employ the best people”. Oli commentsthat another benefit of Cirencester is “it’s a great place towork and the Cotswolds is the best place to live in the UK.It’s centrally located and I'm chuffed that we’ve managed tobuild the company in a traditionally uncool place like Ciren.Hopefully we’re putting the cool into Gloucestershire”.

Oli Christie, Founderand CEO Neon Play Ltd

TOP TIPS1. Use Skype - you can spend a fortune in phone callswhen doing business abroad, so use email and Skypeas much as possible as it will save you a lot of money.

2. Think digital - if there is any way your business canexport digitally rather than in actual physical goods,there is so much less risk with stock and transport costs.

3. Crack the UK first - before you try to expand, makesure you have a solid foundation in the UK.

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EXPORTING

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Parlane International Ltd wasestablished over forty years agoand moved to Bourton on theWater twelve years ago. MikeBurgess has worked for Parlanefor nearly thirty years, and hasbeen Managing Director formost of that time. However,Mike and his wife Caroline had the opportunity to buyParlane and have been running it together with their teamin Bourton ever since. Beginning life as a specialistglassware business, Parlane has expanded globally creatinga wide range of stylish home accessories.Managing director, Mike Burgess always knew theircompany was to be international. Mike says they developtheir “own unique style of products and the brand isgaining recognition all of the time”. Mike reveals theimportance of travelling to his markets, “We work hard at“spreading the PARLANE word” and I spend a lot oftime travelling!”. Another benefit of exporting is, as Mikenotes, “the additional critical mass for production of ourown designed products and of course it helps to keep ourturnover up when the UK market starts to flatten out”.“Parlane has its own business in the Mediterraneanserviced by a showroom and office in Barcelona, as well asexporting to the Middle East, Mexico, Australia, SouthAfrica, Canada and Scandinavia and are planning to be inPoland and New Zealand this year.As for why Parlane remain in Gloucestershire, Mikesays, “We’re in a great location - couldn’t be better! Ouroverseas visitors love the unique Cotswold countrysideand we have a superb choice of hotels and restaurants forentertaining”. He also adds that due to the logistics of themotorway infrastructure and airports, Gloucestershire is inan ideal location.

Mike Burgess, MDParlane International Ltd


EXPORTING

TOP TIPS1. Visit as many international trade fairs for your market

sector as possible.

2. Be prepared to offer special export prices for largefull container loads.

3. Look to open Euro and US$ bank accounts so thatyou can sell in different currencies.

Room 58 are as Joanna Jonesstates “One of Cheltenham’sbest kept secrets!”. Understatedby name, it reflects how thecompany prefers tocomplement rather thandominate its clients brands.Their corporate identity is thework they produce which hasled to Room 58 becoming a global marketing brand.Exporting globally, Joanna says “Was an evolution ratherthan a revolution. It started with one particular client, byexceeding clients’ expectations - all the things you’d hope to doand being proactive with technology. The niche was anopportunity to keep the brand at the heart of the business sothere wasn’t a de-centralisation of creativity, which can make abrand diluted. We specialise in emerging growth markets, ourobjective isn’t to get business worldwide, but to do really good,creative work”.Room 58 embraces the Cotswold lifestyle, believing theapproach and quality of their work stands them in acomparable position to any top London marketing firm,“These days nobody cares where you are, particularly in thedigital world. If you’re doing a good job, have a good product,are priced competitively and it’s efficient to market, then itdoesn’t matter where you are”.Exporting globally places Room 58 in a unique position inthe market, “There aren't many people working within thegeographic reach that we do who are accessible, manageablefor smaller clients as well as bigger clients. We have clients inover 30 countries, many of them in emerging markets and weoperate over 130 websites in more than 20 languages. Whenyou scratch the surface, exporting has really changed ourprofile. We just take everyday as it comes and continue to solveproblems for our clients”.

Joanna Jones, CEORoom 58 Ltd

TOP TIPS1. Focus on why you do things, not what you do.

2. Don’t let anything go out the door that you are notproud of.

3. It’s hard work, geography can work against you aswell as for you - be brave and believe you’re the best.

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EXPORTING PARLANE INTERNATIONALUnit J, Bourton Industrial Park,Bourton on the Water,Gloucestershire, GL54 2LZTel: 01451 812700Web: www.parlaneinternational.co.uk


Kohler Mira have captivated global markets with their highquality showering products and have become, as PaulHollingworth states, “a significant exporter of our innovativeproducts around the world”. The importance of investment inresearch and development is key to their success in the exportmarket, Paul says, “Kohler Mira are actually the 4th largestinvestor in R&D in the UK, making Cheltenham the centre ofexcellence for Global showering for all Kohler companiesworldwide”.Referring to Rada, a sister brand also designed and

manufactured in Cheltenham, “Rada products are designed forheavier commercial applications. Rada has subsidiaries in theNetherlands and Germany, plus export customers inScandinavia, Middle East, South Africa, Australia, Japan, HongKong, Eastern Europe, USA and Canada”.Their success, Paul reflects “is due to our constant

investment in research and new product development. Thecompany is proud of their base and facilities inGloucestershire. Our Head Office and main manufacturingfacility in Cheltenham is well established having opened in 1937and ideally located for servicing all of our domestic and exportcustomers. We have a logistics centre located in Gloucester, andrecently opened a “European” administration facility inBrockworth, which manages a number of shared services suchas finance, and purchasing for all of our Kohler UK andEuropean subsidiary businesses.”

Paul Hollingworth, SalesDirector, Kohler Mira Ltd

TOP TIPS1. Be prepared to modify or change your UK productto tailor it for your export market.

2. Take it one market at a time.

3. Be prepared to invest time in a lot of desk researchto identify the right markets.

MIRA SHOWERSCromwell Road,Cheltenham,Glos, GL52 5EPTel: 0844 571 5000Web: www.mirashowers.co.uk

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Based in Tewekesbury,Trackwise’s first exportcustomer was in SouthAustralia. Trackwise have sincespread their wings to the USA,Europe and China evenopening a new joint venture,Trackwise Epitome India,proving that Trackwise arefirmly established and evergrowing in the export market.Philip Johnston explains what initially inspired him to

begin exporting, “At the time that Trackwise startedexporting there was a very strong UK competitor, whowas several steps ahead in just about every respect.Growth via export was, therefore, the only option.Trackwise’s first export customer, found as a visitor, not asan exhibitor, at a trade show, was in Melbourne, SouthAustralia. They became Trackwise’s largest customer andunderpinned our export growth that led to a Queen’sAward in 2005”. Becoming an exporting company hasbeen fruitful for the company, Philip notes, “competing ina global market, going head to head with globalcompetition in a decade of manufacturing price deflation,has forced Trackwise to be highly lean, highly efficient,highly innovative”.Retaining their corporate identity in a competitive global

market means they have to be adaptable, “until a recentinnovation required a change in company branding, theTrackwise corporate strap-line was ‘Global RF PCBSolutions’. Our customers are, in general, globalcompanies with global operations and Trackwise’corporate identity reflects that”.

Philip Johnstone, ChiefExecutive, Trackwise

TOP TIPS1. The barriers to export are far lower than you think.

2. The same attributes that underpin your success in theUK are in demand worldwide.

3. If physical export is an issue then there are othermodels, JV, Licensing etc that will allow you to profitfrom overseas demand.

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EXPORTING

IN ASSOCIATION WITH


SLG Beauty is a family ownedbusiness specialising in cosmeticmanufacturing. Creativity is at theheartbeat of SLG and alongsidetheir own range of designer brands,they also create bespoke privatelabel collections and licensed product ranges.Reflecting on how SLG initially became a globalexporter Miles Dunkley says, “Exporting was always ofparticular interest and was enhanced when we bought oneof our major competitors in 1998: which was a companylargely based on export business. SLG has expanded boththrough UK and export markets. By tapping into differentmarkets we are able to organically grow our customer andproduct base”.SLG’s corporate identity is of particular importance,Miles explains, “Working with many high profile privatelabel companies, we fully appreciate the importance ofbranding. Our strategy is to keep a consistent corporateidentity both in the UK and worldwide. This issynonymous with customer recognition and continueswith the building of trust in our brand”.SLG continue to grow as a company and so we werekeen to learn how they sustain their success and whatgives them an edge in their sector, “We’re still able to takeadvantage of raw materials from Europe and the UK andcontinue to manufacture 40% of our turnover in ourGloucestershire factory. This combined with our uniquedesign-led manufacturing capability and a world class inhouse creative team gives us the edge to create and supplyhigh fashion beauty brands. Our success is sustained bydesigning and manufacturing beautiful products for thebeauty industry, giving the customer a top class service”.

Miles Dunkley, MDSLG Beauty


EXPORTING

TOP TIPS1. Tap into your local Chamber of Commerce for anyqueries you have on the market you are entering.

2. Use any government funding available to exhibityour products in the new market and meet newcontacts.

3. Find an experienced Agent or Distributor operatingin the new market to help promote your products.This is often achievable at trade exhibitions.


EXPORTING

Renishaw is one of Gloucestershire’s biggestglobal businesses that develops pioneeringengineering products that aim to advancetheir customers’ operational performance.Today it has over 60 offices in 32 countries.Rhydian says, “As we exported from such anearly stage in our history, it has just been anatural process for us”. Exporting has alsoprovided many benefits including, “having to meet the highestquality standards for our products and services, spreading businessrisk as growth rates and economic cycles can be different acrossthe globe; and by helping us to identify opportunities for newproducts by being close to customers in many different markets.”Renishaw maintains a consistent corporate identity which it

makes accessible to several countries, including China which is oneof their biggest markets “representing around20% of sales.” Rhydian explains, “In some countries we use

phonetic translations of the name Renishaw, so in China forinstance we use 3 characters which are sounded as ‘Le ni shau’, butthe Chinese characters always appear alongside our registeredEnglish language trademarks on marketing collateral and tradeshows graphics.”Their success, Rhydian believes “has been built on three key

pillars – innovative products, high quality cost-effectivemanufacturing, and the ability to provide local customer support inall its key markets around the globe”. Gloucestershire is significantto Renishaw, as it placed them in a good location for recruitment;“The West has a rich heritage in engineering and manufacturing,therefore, many of the skills that we’ve required over the years arefound in the Gloucestershire/Bristol/South Wales area”.

Rhydian Pountney,International Sales ManagerRenishaw Plc

TOP TIPS1. Research the opportunities - investigate the market,use the internet, local exhibitions, trade associations,UKTI support; local trade advisors.

2. Agree strategy and investment levels internally - berealistic on levels of return, costs and timescalesinvolved; decide which sales channels areappropriate e.g. Agent/Distributor/Joint Venture;consider establishing own entity e.g. representativeoffice, wholly owned subsidiary

3. Be aware of business risks & follow due diligence –bribery and corruption act.

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Exporting is at the heart of Tudor RoseInternational (TRI). Developing fromintroducing Cadbury Biscuits to theMiddle East 28 years ago, TRI hasbecome a partner of choice for brandowners who want to reach out to globalmarkets.Louise says “We purely export products across the globe -every year we have grown as a company, both in new andemerging markets. We export brands on behalf of many largeUK manufacturers therefore it’s our suppliers brand that we arerepresenting and we do this as if it were our own brand. TRIdistribute to 79 countries using 194 different customers,therefore our company identity and reputation is extremelyimportant, and we are aware of cultural and religious differencesin the countries we manage”.Recently featured on the Top 100 Gloucestershire companieslist, Louise says, “Our success comes from working with highlyreputable suppliers, brands and in-market customers. Workingclosely with all of our partners to ensure that we exportproducts that are right for our markets to ensure as positive salesas possible. We continuously adapt to changes in legal andcultural legislation and this allows us to progress and grow inmany markets. Many of our traditionally large markets are goingthrough extremely challenging times and we have to be able tochange strategy quickly”.In terms of logistics, Gloucestershire is ideal, “We have goodtransportation links to our suppliers and haulage companies.We’re also close to many UK airports to enable us to travel toour markets”. Evolving with the brand is essential, “Over theyears, as the company has got bigger, we have had to change;naturally this has meant an increase in staff, changes to systemsand new processes. We face challenges and working in so manymarkets mean that things change quickly, so our company hasdefinately progressed since the early days!”

Louise Toshack, BrandAccount ManagerTudor RoseInternational Ltd

TOP TIPS1. Understand local law, legislation and cultural

differences

2. Be adaptable.

3. Keep on top of the news – what is happening inmarket can have a knock-on effect on your sales.

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Prima Dental is a world leadingdental manufacturer that exportsaround 80% of their products toover 100 countries worldwide andconsistently invest in research,development, infrastructure andrecruitment.Richard says, “The UK market has never been bigenough, so we’ve always targeted overseas markets”.Prima Dental maintain their identity consistently, whichestablishes them in the global market, “Our consistent andwell-recognised brand, with a reputation for innovationwhich remains the same throughout the world. The PrimaDental ‘face’ as part of our logo sets us apart from ourcompetitors. We recently refreshed our brand identity witha subtle change to our well-recognised ‘face’, giving thebrand a universal look, enhancing us as an establishedglobal exporter”Richard says, “The key to our success is the high qualityand innovation of all our dental products, high levels ofinvestment in high tech machinery and our constant driveto make them even better for dentists, and ultimately theirpatients. We continually invest and develop our productrange through vital research, enabling us to constantlyinnovate and launch new bur designs”.Embracing digital technology keeps Prima Dental aheadof their competitors, “We just launched a new multi-tierwebsite, pioneered new e-learning tools and a new iPadApp – the first of its kind in our sector, reinforcing ourreputation for innovation and doing business differently”.

Richard Muller, MDPrima Dental

TOP TIPS1. Tap in to experts in your industry - UK trade bodies

like UKTI and relevant country-specific bodies likeChina British Business Council as early as possible.

2. Patience and tenacity are key ingredients because itcan take months if not years (particularly if you areconsidering markets like Russia) to get a foothold into anew market.

3. Visit potential clients and contacts in person andinvest significant time and resources into building upreally good relationships with them.

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EXPORTING PRIMA DENTALUnit E, Stephenson Drive,Gloucester, Gloucestershire,GL2 2HATel: 01452 307171Web: www.primadental.com

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Fabric Architecture was createdthrough a gap in the market thatNigel Browne, Debra’s husband andco-owner, discovered when needing a‘cool’ looking fabric structure to takeout on a road show to take hismuseum exhibitions to schoolchildren in Australia. His designs soon became awardwinning products and have led to immense global success.Debra says, “People began to ask if they could have thatbut in a different shape or a different size, so we naturallyfell into the business through his design and expertise. Itwas really in its infancy, nobody was doing it. With the twoof us, and both having a passion for new cultures, we lovedoing business in places we never have before, we find itstimulating and interesting”.Projects often lead them to a new market, Debra says,“If we think there is the opportunity, sometimes we usethe DTI or the UKTI to do market research and othertimes it depends on the sophistication of the market.Fundamentally, we have to enjoy and think it would be afun and interesting place to do business and know thatthere is a demand”.The organic, family nature of the business transcendsthroughout the company and embraces its roots, “Thedesign, the essential hub of the business will stay inGloucestershire. This is where our designers and engineersare - it’s where the heart and soul of the company is. Itwill have other hubs, other children, but the family homeis here!”

Debra Drew, MDFabric Architecture Ltd


EXPORTING

TOP TIPS1. Have a bank that understands the challenges of

doing business internationally is fundamental.2. Abraham Lincoln quote: “It’s a challenging time, we

need to become un-enamored with all we know” - Dothis when going into a new country, invest in personaltime with your client, get to know people. Train yourstaff to improve their interactions with people.

3. Use local suppliers - Don’t ever underestimate thechallenge of finding great local suppiers that meetyour expectations - Respect the local market.


EXPORTING

Fluid Transfer, based in Nailsworth, areglobal exporters providing refuellingsolutions for aviation, marine and groundfuels. However, they didn’t initially set outto become global exporters. Theopportunity derived from supplying their equipment to Shelland Air BP in the 1970’s and seeing that their orders were forlocations overseas. John says, “Perhaps one the most successfultrips was joining the Middle East Association Trade Mission tothe region in 2003. With support from UKTi in each of the sixcountries visited, delegates were assisted in identifyingpotential agents, distributors and end customers with meetingsarranged in the surrounds of the UK embassy in each country.John says that they have a consistent brand and corporateidentity since that is effective within their niche sector, “We arepart of the privately owned Sturrock and Robson Group,which is an important marketing tool during initial discussionsand introductions. In some market areas we appoint agents torepresent our business following a robust due diligenceprocess to ensure they are best fit”.In order to make exporting successful they have had toadapt and look for alternative markets to sustain business,“Following the Strategic Defence and Security Review inOctober 2010 we had to look for other customers in existingand alternative markets. Today 83% of our sales are exportbound on a growing turnover. We have been traditionallystrong in the Middle East and Far East regions, and continueto enjoy success there”. Exporting also benefits their staff,“Exporting provides us with growth leading to increasedemployment opportunities. An increasing number of our staffhave experienced the thrill and challenges of travelling todifferent countries in support of our equipment and our localin-country partners, learning new cultures and means ofcommunication”.

John Little, MDFluid Transfer

TOP TIPS1. Use the UKTi and in-country chambers of commerce

to assist and support.

2. Travel to each country you are targeting, trademissions are a great way for first time exporter.

3. Understand the culture and way business is conducted.

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EXPORTING


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Based in Eagle Tower,Cheltenham, Albright PatentsLLP are a forward thinking patent& trade mark attorney practiceoffering specialist services andexpertise to protect your creativevision, innovation and investmentand obtain related Intellectual Property Rights (IPR). ‘IPR’encompasses patents, designs, copyright and trademarks.

Albright has a strong client base in Gloucestershire, and ourattorneys always welcome the opportunity to discuss issues‘across the table’. In today’s electronic world this can make apleasant change. In addition, Albright has established asignificant portfolio of national and international clients, andbuilt up a network of trusted foreign associates.

Many of Albright’s clients have already taken steps to protecttheir IPR beyond the UK. They can concentrate their effortson the commercial aspects of their export plans withconfidence that their IPR are secure in the countries where theyare looking to develop business opportunities.

IP rights are territorial, and protection cannot be assumed toexist where registration has not been sought or granted.Nothing will frustrate marketing plans more than discoveringcritical IPR are not available for use or registration in aparticular country.

At Albright we are often asked whether ‘worldwide’ IPRprotection can be obtained. There is no such thing, but thereare several very cost effective strategies that can be used forwidespread protection. The experienced attorneys at AlbrightPatents LLP will review the requirements of each of our clientsand provide tailored advice.

TOP TIPS1. Secure your ‘home’ market first. This will open up

access to the most cost effective filing routes.2. Take advantage of the 6 and 12 month ‘priority

periods’ to backdate foreign Applications, andspread the cost.

3. Optimise the protection for your IPR at the outset.This will provide security and cost savings.

ALBRIGHT PATENTSEagle Tower,Montpellier Dr,Cheltenham, Glos,GL50 1TATel: 01242 691801Web: www.albrightpatents.co.uk

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Are You Thinking Of Exporting?Here Are Our Top Tips

Research & Understand Potential RisksIs it the right time for you to expand overseas? If so, doyou have existing contacts where you want to exporttoo? It is wise to travel to the intended destination,personal contact can go a long way. The politicallandscape will also differ and you could encounterchallenges along the way. Consider hiring a localaccountant and solicitor who is already familiar with thefinancial and legal environment.

Know Your Market ThroughlyEnsure you know your market inside out. Identify anypotential competitors and examine how you could dothings differently to stand out from them. Be sure thatthere is space in the market for your company.

Pace YourselfTake small steps when expanding and avoid thetendency to rush. This will enable you to avoid makingany crucial mistakes, ultimately, allowing for smallchanges that may need to made. What may workperfectly for you in the UK will not necessarily have thesame success overseas.

Remember Your Core BusinessThere could be a inclination to become preoccupiedwith your expansion but try not to neglect yourcommitment to your core business. If your new venturerequires your full engagement, ensure that you havesomeone who you trust completely, taking care of yourbusiness.

Cultural DifferencesConsider cultural barriers such as language, religion,ethical standards and how such things can influencebusiness decisions and processes. If you maintainrespect for cultural differences, it can only benefit you - itcould be the difference between making or breaking adeal.

Retain Your Corporate Identity –Check Your Freedom To UseCheck to see that you can use your brand name in anypotential market, as if someone has existing rights toyour brand name they will be in a position to preventyou from exporting there. Likewise, the next thing to dowill be to register your trade mark to prevent imitatorsand anyone that tries to undermine your brand. Getprofessional advice when doing so, as there may befairly different legalities from what there is in the UK.

Look Into Further AdviceHaving support and advice during ever stage of theprocess will be crucial. Become familiar with HMRC’sadvice and liaise a export consultant who will work withyour to realise your company’s opportunities and risksand whether it is the right time for your company toexport.

Julia House, Trade MarkAttorney, AlbrightPatents LLP

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MAKING YOUR ‘LIGHTBULB MOMENTS’ LAST A LIFETIME In today’s competitive marketplace entrepreneurs and their precious ideas need guarding. Harrison Clark Rickerbys’ Intellectual Property team can make sure your ‘next big thing’ isn’t over before it begins. The team has produced a free guide to Intellectual Property, from creation through to expansion and beyond and is essential for anybody who sees potential in their bright ideas.

To request your copy contact:

[email protected] 01242 246494 www.hcrlaw.com Cheltenham Hereford Ross-on-Wye Thames Valley Worcester

ONE VISION TWO LEADING NAMES IN LAW THREE COUNTIES AT OUR HEARTHarrison Clark Rickerbys is a trading name of Harrison

Clark Limited and Rickerbys LLPAuthorised and Regulated by the SRA


Specialists in Business IT Support

01452 720 250www.ssl-uk.net



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