Exporter Issue 16 by Adrenalin Publishing Ltd

ISSUE 16 SEPTEMBER QUARTER 2010

EXPORT OPPORTUNITIES ON EVERY PAGE

Chasing World Cup business • Halal market: Business you can’t ignore • The art of export documentation • What should AucklandPlus be? • Have iPad will travel

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ISSUE 16 SEPTEMBER QUARTER 2010

COVER STORY ecoNomy World is coming to NZ: Is your business ready? Chasing World Cup business

FEATURES

REGULARS

markets Behind the bamboo curtain Getting to know China

bUsiNess tool The world according to 3D Live Popular tool for business

eye oN goverNmeNt Business capability building programme shifts shape NZTE’s new scheme

techNology Toy for the road warrior iPad must have

telecommUNicatioNs First measure, then cap your mobile costs Bill chopper

emergiNg markets Halal market – unfamiliar territory worth a chase New opportunity

eye oN goverNmeNt Managing the baby: Auckland Plus’ role in economic development Super economic development

maNagemeNt Nailing down export documentation Fine details of documentation

MANAGING COST The sticky business of collecting air travel rewards Reward or not?

FINANCE Using cross-border ﬁnancing to boost exports New product

logistics Paying for NZ’s remoteness Freight matters

pUblisher’s view / say it like it is Mike Taillie If not now, then when

profile No short cuts to brand protection A J Park

viewpoiNts David Ross Getting to markets on time

26 52

Philip Burdon Ah, a glass of wine – a taste of Asia’s consumption rise

prodUcts Global Stage Innovative NZ products seeking a worldwide audience

56 58

Exporters’ Toolkit Products & services you should know about

Export Opportunities New contacts from the New Zeland Trade Centre

directory Useful Websites Information for travellers and exporters

cover photography: NZPA/Ross Land

EDITOR: Yoke Har Lee, (E) yokeharlee@exportermagazine.co.nz COPY EDITOR: Anthony Doesburg ADVERTISING: Matthew Smith (M) 027-572-5071 email: matt@peoplemediagroup.co.nz P.O. Box 7070, Wellesley Street, Auckland, New Zealand (T) 09.366.6879 (F) 09.366.6838 www.exportermagazine.co.nz DESIGN: Craig Haythornthwaite / URBAN_i, Phone: +64.9.631.1400 PUBLISHER: PEOPLE MEDIA GROUP, www.peoplemediagroup.co.nz Ground Floor, 26 Albert Street, Auckland, New Zealand. P.O.Box 7070, Wellesley Street, Auckland, New Zealand. (T) +64.9.366.6879 (F) +64.9.366.6838 Copyright©exporter

cUrreNcy maNagemeNt NZ dollar’s attitude to risk Hedging your bets

awards Air New Zealand Cargo Auckland Export Awards 2010 Winners and Finalists

Member of the Audit Bureau of Circulations (ABC) New Zealand. Audit period January – June 2009: 3994 – per issue

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> PUBLISHER’S VIEW

Say it like it is mike taillie EXPORTER MAGAZINE / publisher@exportermagazine.co.nz

If not now then when?

he time has never been better to pick up the phone! The world has been turned on its head in the financial markets and the wave of turmoil that followed meant that many of us have had to do business in a very different way. Our banks have tightened their lending, customers are demanding further value for money and at the same time our suppliers are having a tough time. However, I am finding that now, more so than ever, is the time to pick up the phone and talk to customers, suppliers and potential business partners to uncover what might be some mutual opportunities. It would appear that that most companies are willing to listen because business ‘as usual’ just does

2 EXPORTER

not exist. This might include picking up the phone to companies that appeared too large to deal with in the past. It might be talking to suppliers about new ways of supplying products. This might be price, payments terms, minimum order quantities or something similar. If you ever had a dream business partnership in mind with someone, now is the time to pursue it. Sound the other party out with an open conversation on how you might work together. If you can be very concise with your approach, these initial conversations can be quite short initially so the downside is only a short amount of time investment. Think laterally about who you can call, how big and bold you can be. If you are in software, is it Microsoft; if you are in automotive is it GM. Who are

the biggest players in the world in your industry? What fear do you need to overcome to pick up the phone and have that discussion that might change your business almost over night? One of my biggest fears is of course complete and utter rejection. The ridiculous thing is that I am no worse for it if I am completely rejected as I was not generally doing anything with them anyway. So, apart from having to give up the hope and a bit of ego, there is very little downside. This is the time for all businesses to be big, bold and courageous. As I said to a group of men last night – ‘if not now then when,’ ‘if not me then who’. Go on, grab the phone now and starting dialing! [eNd]

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> ECONOMY

World is coming to NZ: Is your business ready? BY LO UI SE BLO C K L E Y

he Rugby World Cup (RWC) is now the world’s third largest single sporting event and, unless you have been stranded on a desert island, you will know it’s coming to New Zealand from September 9 to October 23 next year. Expensive tickets, unofficial merchandise and accommodation issues aside, New Zealand exporters need to focus on the facts – and fast. Here are a few to kick-start the business brain: Potentially 85,000 global endorsers/ consumers of Kiwi products and services are coming directly to our doorstep. The cumulative viewing audience is predicted to be 4 billion (even the US has inaugural broadcast rights). Major sponsor Heineken is said to be bringing 5000 guests to New Zealand, 75% of whom are the brewing giant’s top worldwide customers.

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KEY TAKEAWAYS > Do your research, understand who is coming, where they are coming from and hunt down the people who are bringing these visitors to New Zealand. > Think creatively. Get an expert in to work-shop some ideas. Set clear goals about what you want to achieve. > Use QR codes on your products, showcase at NZTC and advertise in Arrival or other tourism magazines. Make sure your website reﬂects the type of contact you want. > Register on the 2011 Business Club website and make use of the New Zealand Festival sector showcase events. > Use NZTE, local EDAs and chambers of commerce for contacts and events.

maNy aveNUes If those business cogs aren’t whirring by now, a little more oil, perhaps? Becoming an official sponsor of or supplier to the RWC 2011 is one obvious way exporters can get a piece of the action, albeit an expensive one. But Dallas Fisher, director of Montana Catering and global steel fabricators NDA Group, among other roles, sees many RWC opportunities that won’t tread on official toes. Most revolve around intelligence on who’s coming and where they are going to be. The first is hosting opportunities for current or potential business contacts in any export industry. Corporate hospitality packages remain available and the Government’s NZ2011 agency is matching like-minded Kiwi business people with international peers for informal hosting. The second opportunity is food and hospitality exporters showcasing specialty products to elite buyers. Of the Heineken guests, Fishers says:

photograph: NZPA/Ross Land

The mountain, in the form of the Rugby World Cup, is coming to New Zealand. Without stepping on official toes, exporters who have not yet done so should be hunting down business partners for a share in the opportunities swirling around the Cup.

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“These people are buyers, they are running large chains or restaurants and bars, the whole gastro pub thing. So there is an opportunity to try to work with them and, particularly DB in New Zealand, to – outside of these games – be talking to these people.” But don’t expect them to seek you out, he says. “You have to hunt these people down and you have to put in the investment.” That means approaching people like the corporate affairs manager at DB or Rugby Travel and Hospitality (RTH), official hospitality and travel agents of RWC 2011. Fisher says that while agencies like NZTE will be useful for invitations to functions and putting you on websites, etc, they “are not the ones actually writing the cheques to bring these people over”. His third suggestion is to target highend accommodation providers, such as Waiheke Unlimited, hosting 250 RWC VIPs, for supply deals. For example, you might offer to supply a venue with the best lamb back strap available, free of charge, in exchange for the venue telling guests exactly what they’re eating and where it comes from. Lastly, he suggests advertising in tourist-orientated media. “People are going to be moving around the country at tourist spots and in accommodation.”

Questions exporters Need to ask themselves the all-importaNt basics: • Have I set goals about what I can achieve from the RWC? • Who is coming to the game? Who is my target audience? Do they match up? • How will I reach them — directly or indirectly? • Where are these people likely to be during the RWC? • Have I invited the potential customer/supplier/buyer that I have always wanted to approach? • Do I need to invite existing contacts and buy hospitality packages? • Have I registered on the NZ2011 Business Club site? • Have I been in touch with my global supply chain network about the event? • Can I leverage off the popularity of the event when I am overseas? • How do you make the connection, then make it easy to reconnect for visitors to ﬁnd your product again? • Does my website reﬂect my desire to attract X type of visitor? • Have I factored the RWC into my budget? What should my investment be? • Are there any New Zealand festival showcase events happening in my sector that I can make use of?

business relationships. “It’s the idea of giving these people not just the scenery but giving them our business people and our stories. Let them have that backstage pass – forming those relationships will eventually be where our business comes from.” iNtelligeNce Matheson reinforces the importance of knowing who will be here and where they will be. For example, the Italian

fUNdameNtally exporters are the oNes who have to act oN the platforms aNd the Networks that we are providiNg. what i fiNd is that people doN’t recogNise that this is poteNtially 85,000 people as close to their target market as yoU are ever goiNg to get aNd it is happeNiNg right here iN New ZealaNd.” A L e X M At H eson , n Z 2 01 1 ’ s B u s I ne ss e nG AG e Me nt MA nAG e r

bUsiNess hostiNg Alex Matheson, NZ2011’s business engagement manager, says the Government agency is focusing on two RWC initiatives, the New Zealand 2011 festival and a business engagement programme. Its online 2011 Business Club aims to attract international visitors to register before coming to New Zealand so they can be matched with peers for authentic Kiwi hosting experiences. Kiwi business people also need to register online. Aware that visitors will be coming firstly for rugby, secondly tourism and perhaps thirdly to meet New Zealand business people and do business, Matheson believes the business club will foster long-term international

6 EXPORTER

team is staying and playing in Nelson so, possibly through the business club, he could target Italians in the seafood sector and engage Nelson’s seafood industry to host those visitors at fishing or golf or wine. The club works alongside NZTE, EDAs, local business chambers and official travel agents for opportunities and intelligence. Matheson says there is already interest from official sponsors who are bringing guests to New Zealand. Alongside this the New Zealand festival features a programme of sector showcase events around the country from farmers markets to the Winter Festival in Queenstown. There are several international conferences or events in New Zealand

during the rugby, such as the Auckland International Boat Show and the Rutherford High-Tech Conference in Christchurch. The timing of these events will allow them to cash in on the rugby. Brett O’Riley, head of New Zealand Information and Communication Technologies Group (NZITC), says his sector’s Rutherford High-Tech Forum and Canterbury Software Summit will be able to tap into the EnglandArgentina and Australia-Italy games in Christchurch on the same weekend. “I think most people, in my experience, who travel this far would never turn their business brain off. But this event is more about targeting people who are not coming to the rugby currently but will take advantage of the fact the rugby is on,” says O’Riley. He has travelled to the Hong Kong Sevens many times over the past 20 years and says that event attracts a major gathering of high-tech companies from around the Asia-Pacific region. “If we are organised and present people with the opportunity, then with the double-header that weekend we will clearly get lots of Australians with the Wallabies in action against Italy, but we will get others as well.” NUts aNd bolts While openly declaring his interest, Mike Taillie, director of the New Zealand Trade Centre and publisher of Arrival magazine, suggests both those businesses can offer results for exporters around the RWC. Exporters can show product at the

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Trade Centre on Albert St in Auckland or hit visitors as they arrive at Auckland Airport with a “we are looking for agents, distributors, buyers” ad in Arrival. Taillie believes exporters need to take a look at their websites through the eyes of a dream visitor. “If the dream website visitor was the international owner, say, of 100 supermarkets, does the site target that person? My experience is 99 out of 100 don’t.” To catch those ﬂeeting visitors who see your product in New Zealand and want to get hold of it back home, Taillie reckons QR (quick response) codes that visitors can easily snap with their cellphones are the way. Sunday papers after the big final will also be the place to catch a major international audience, in thinks. Rob Bree, director of The Marketing Guy, says exporters need to think creatively in relation to the RWC. Calling in an expert to spend a few hours work-shopping possibilities can be valuable. “If nothing else you will

the don’ts of rwc 2011 • Don’t expect it just to happen without the hard yards of getting on the phone and the web and calling on people. There will be 85,000 visitors here but you have to get to the right ones. • Don’t do ambush marketing (pretending to be an ofﬁcial sponsor when you aren’t). It is loaded with legal risk and can come off looking tacky. Don’t do unsolicited, unqualiﬁed junk direct marketing to visitors.

generate 20 or 30 solutions, two or three of which might actually be quite good,” says Bree. take actioN Matheson sums up the call to action echoed by many: “Fundamentally, exporters are the ones who have to act on the platforms and the networks that we are providing. What I find is that people don’t recognise that this is potentially 85,000 people as close to their target market as you are ever going to get and it is happening right here in New Zealand.”

the first aNd most obvioUs is hostiNg opportUNities for cUrreNt or poteNtial bUsiNess coNtacts iN aNy export iNdUstry. corporate hospitality packages remaiN available aNd the goverNmeNt’s NZ2011 ageNcy is matchiNg like-miNded kiwi bUsiNess people with iNterNatioNal peers for iNformal hostiNg.

kiwi pride On a not-very-journalistic personal note, this writer’s spine tingles and tears threaten at her teenage memories of belting out the national anthem in Eden Park’s terraces before captain David Kirk’s All Blacks took the World Cup in 1987. Beyond all the sponsorship, licensing issues and big business, that pride mixed with humility is the Kiwi essence – smart, well prepared exporters can always leverage off little old New Zealand’s greatness! [eNd] LOUISE BLOCKLEY / WRITER Louise is an Auckland-based freelance writer who has recently completed an AUT Bachelor of Communication Studies in journalism. She has worked in the travel industry and for publications such as The New Zealand Herald and New Zealand News UK, London, in advertising sales.

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> MARKETS

Behind the bamboo curtain China is not one big market that can be taken down in a single gulp. Kiwi exporters trying to crack the Chinese market need to work hard at building relationships over many years. BY YO KE H AR L E E

hen Keith Mawson gets to China on the trip he won from the ANZ Bank, he will be keeping a close eye on how the Chinese eat their fish. The managing director of Taranakibased Egmont Seafoods has never been to China but is keen to export spare catch to the growing Chinese market. Mawson has surplus leather jacket and spiny dog fish which he would like to sell or convert into something he can export to China. There are also other types of seafood the company can supply. Mawson has quite a few questions. He hopes the trip to China will shed some light on the Chinese palate and how he can approach the Chinese market. Egmont Seafood already exports 50% of its locally caught produce to Thailand, Australia, the US and Spain. The emerging Chinese market is a

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KEY TAKEAWAYS > When trying to crack China, don’t attempt it from scratch, alone. > Relationships are a big deal there; work hard on them. > China can not be understood in one visit. > Understand how the Chinese build their networks. > China is not a single homogeneous market.

new geography the company hopes to expand to. ANZ, a sponsor of the New Zealand Pavilion at the Shanghai World Expo, took a first group of 27 Kiwi exporters to three cities in China – Beijing, Shanghai, Tianjin - in May. The trip included workshops and tailored seminars on topics including legal and regulatory requirements, banking and

finance in China, supply chain and logistics, understanding the China opportunity and the Chinese consumer market. It also included discussions with New Zealand businesses that are successfully operating there, site visits and networking opportunities. A second trip in September is to further the bank’s ambition of providing New Zealand exporters with a conduit for doing business in China, specifically, and Asia at large. Graham Turley, ANZ Bank commercial managing director, says the bank has a clear strategy for Asia. Besides China, it is on the ground in 13 other Asian countries. “We have significant investments in China. We can help facilitate introduction to the market so exporters can grow their business in Asia. On these trips, we are bringing people and showing them first-hand the opportunities China offers. We are very focused on helping exporters grow their business in China.”

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everyoNe has this idea that the chiNese are chaNgiNg their way of doiNg bUsiNess. that does Not meaN the westerN way of doiNg bUsiNess. the americaNs doN’t seem to get it that theirs is Not the oNly system [of bUsiNess] iN existeNce aNd the chiNese are Not moviNg towards the westerN way of doiNg bUsiNess.” rIC HA rD G A rLAnD, eX eCutIV e DIr eCto r o F nZ PHAr M ACeutICALs

Graham Turley, ANZ Bank commercial managing director.

Need to diversify There is urgency for New Zealand exporters to get a foothold China as global manufacturers turn to the vast country to diversify away from the sagging US and European markets. “Lots of Kiwi companies are also realising there are growing opportunities in China, that it is a sustainable, growing market which has a high component of highly afﬂuent consumers,” Turley says. Holding the hand of its customers, ANZ Bank hopes to show first-hand how others have accessed the market, and provide some pointers for those seeking to do the same. “The first thing that strikes people is

the size of the market. They see there is real market sustainability, the market is growing fast. People often think of China as one big market. You really need to break it down,” Turley says. The pace of change sweeping China is another reality Kiwi exporters need to get a grip on. Richard Garland, executive director of NZ Pharmaceuticals, sees China as a market for new value-added products for his company. The company has been selling to China for years through a narrow agent channel. chaNge, Not west China’s process of change has been astonishing, he says. “It has been staggering over the last 10 years, as it has been over the last 25 years. There is a boom in the Chinese economy. The question is how do you get to it.” Doing business in China remains as tough as it’s ever been. “You buy on LCs (letters of credit), but when

they buy it is on bank draft – so they are always pressing for better commercial terms. Then there is the issue that what you receive may not be what you thought you bought. You need to be careful you don’t fall into a nasty trap.” Garland advises that to avoid having your China adventure end in tears, you should work with others with some knowledge. “Everyone has this idea that the Chinese are changing their way of doing business. That does not mean the western way of doing business. The Americans don’t seem to get it that theirs is not the only system [of business] in existence and the Chinese are not moving towards the western way of doing business.” Steve Fullerton, chief financial officer at material systems and automation solution company BCS, is still trying to get to grips with the sheer scale of China, especially Shanghai, and the

about china Wine-maker Brent Marris offers a ﬁrst-person account of his China trip with ANZ.

he China trip was fantastic and gave great insights into where China will be in the next ﬁve to 10 years. What is clear is that the market is so big and fragmented that the best approach is to join forces with other wineries to tackle this market. I have linked with the two wineries that I travelled with. This is progressing well.

chiNa aNd wiNe: Demand for wine is growing at a greater rate than the wine industry’s development rate. Therefore the opportunity for NZ to export to China and ﬁll some of this demand is real. The Chinese prefer fruity whites like sauvignon blanc, pinot gris and riesling, and with a touch of sugar. Red is the dominating wine but whites are becoming much more popular as more are exposed to the wines of the New World. The hype about China’s demand is not overdone. The biggest growing markets are women, who do the grocery shopping, and the young (aged 18-35), who are looking to try new wines. It should also be noted that there are many “millionaires” coming on stream over the next few years as economic growth continues, many of whom will enjoy wine not only for drinking but as gifts. roUte to chiNa: The market is so big with so many different selling channels across the country that the correct partner is essential. There are many opportunists claiming they have the correct selling channel but having now visited and talked with the likes of NZTE, it is clear this is not the case. ANZ is helping us pursue the opportunities we identiﬁed.

12 EXPORTER

level of wealth and development there. “There are about 20 million people urbanising per year. In terms of the demand to meet the needs of the population – there will be a strong lean on automation.” BCS is working through a Chinese partner to tap into opportunities to supply automation solutions across the country. For Fullerton, the ANZ trip is “about building relationships, also about meeting like-minded people”. The magnitude of change sweeping China still astounds Peter Francis, regional manager, Asia-Pacific and the Middle East, for Gallagher Security Management Systems. An old China hand, having bicycled around Beijing in the 1980s and returning there many times over the years, Francis says any Kiwi company seeking to do business in the country needs to build solid networks and maintain regular customer contact. Gallagher, for instance, has over 60 key customers in China served by agents and distributors. “It is all about research. You have to find out how relationships work, understand your competitors, how they work, and figure out where you can add value.” Francis, who was on the first ANZ

the ins and outs of trade with china NZ exports to China (year to April 2009)

$3.08 billion

NZ imports from China (year to Dec. 2009)

$6.01 billion

China (as at April 2009)

Our 4th largest trading partner, taking 7.1% of our exports Our 2nd largest import source, providing 15% of imports.

Data source: Ministry of Foreign Affairs and Trade

What we SELL to chiNa

what we BUY from chiNa

(YEAR TO APRIL 2009 – NZ$)

(YEAR TO DECEMBER 2009 – NZ$)

• Dairy products – $977 million (up 88% year-on-year) • Wood – $700 million (up 102% year-on-year) • Baking products – $281 million • Wool – $239 million • Meat – $140 million • Fish and shellﬁsh – $136 million

• Electrical machinery and equipment – $1.2 billion • Other machinery – $1.0 billion • Knit apparel – $500 million • Woven apparel – $435 million • Furniture – $273 million • Toys and sports equipment – $240 million • Footwear – $218 million

trip, says it was well organised and professionally run. “The data provided to us was relevant and resourceful, which went to further support new exporting ventures, business direction and further consolidate short-and medium-term planning.” [eNd]

YOKE HAR LEE / WRITER Yoke Har was formerly a senior Reuters correspondent, a Business Herald writer, and personal finance editor for a regional media company. Most recently she managed internet and intranet content for a global US consultancy.

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> B U S I N E S S TO O L

Ronel Schodt with a hologram projected behind her.

The world according to 3D Live 3D Live founders Ronel and Karl Schodt’s demo room in Greenlane showing 3m-high holograms has drawn crowds fascinated by the possibilities offered by 3D technology to boost their business. BY M A RY M AC K I N V E N

he magical art of making things that aren’t real appear so is among the talents of Ronel and Karl Schodt. The Austrian husband and South African wife who came to check out New Zealand nine years ago and never left (or did they?) run two companies, 3D Live, which distributes equipment such as three-dimensional TV screens, and film business Schodt Productions. The Schodts can make a chief executive appear to be speaking at a trade exhibition on the other side of the world when in fact he’s asleep at home. His pre-recorded, projected holo-presence would be a lifelike man in action.

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KEY TAKEAWAYS > 3D Live sells and uses 3D and hologram visualisation equipment for making advertisements, product displays and special visual effects. > Its demo room is in Greenlane, Auckland. > It won an innovation award for a 3D music video at the New Zealand 2010 Juice TV awards. > The Schodts are making New Zealand’s ﬁrst feature movie in 3D, an epic drama in Maori. > 3D Live proposes to screen Rugby World Cup games live in 3D.

If you’re going to a trade event in person, how about taking a 3D advertisement to show in export markets, suggests Ronel Schodt, 3D Live’s managing director. “For example, Fisher & Paykel takes groovy stuff such as mini-hologram units to overseas expos to display virtual products on its stand in competition with international exhibitors.” The Schodts’ hologram of the Top Twins performing on stage convinced audiences they were seeing the singers in the ﬂesh, she says. 3D Live is the exclusive importer of screening and filming equipment for 3D visualisation. It has 3D monitors for viewing with and without needing special glasses. Visualisation techniques for creating “augmented reality” put a computergenerated object such as a logo on a real object in 3D. The company also sells and operates walk-through fog screens and holographic video projection screens. The gear is used to make advertisements and presentations that are costed per project; for example, holograms are charged per square metre of “foil”, a material like lighting gel or clear backing paper. And the Schodts’ film projects are out of the movie world as we know it. iN the begiNNiNg Ronel has masters-level qualifications in advertising and music video effects. In South Africa she worked on reality TV then went to Zimbabwe to join an agency as TV advertising producer. Ronel met Karl, a news cameraman and feature film-maker, and the couple decided to farewell Africa. After a year in New Zealand they set up Schodt Productions and began making films. “We saw the recession coming so needed to come up with new ideas. Karl’s passion was still film and we thought 3D was the way to go, but it was still a bit risky. Was it just a fad?” They set up 3D Live. “It’s not easy in a recession and we realised we needed to educate people.” So they built a demo room in Greenlane to show 3m-high holograms and promote the equipment they imported. Last year 500 people from agencies, event companies and big businesses took a look. Meanwhile, they have been coming up with ideas for expanding the 3D

(From left) Husband and wife Ronel and Karl Schodt with Academy Awards nominated independent director Mike Firth.

business. They shot a 3D music video of hip-hop artist J Williams featuring Scribe. “It was amazing, the artist went to number one for five weeks and got on TV, in the newspaper and got a lot exposure.” The song You Got Me won its filmers and artists the Samsung Innovation Award at the 2010 Juice TV awards in May. Ronel is working on New Zealand’s first feature film in 3D with independent Academy Award-nominated director Mike Firth, who made Off the Edge. It will also use holographic narrators. The epic drama is set 600 years ago with three young Maori warriors on a quest to find greenstone, speaking in Maori with subtitles. Mike has drafted the script with help from Tim Sanders (a producer of Whale Rider) and production is hoped to start in February.

• • • • • • •

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world cUp iN 3d Ronel is also in negotiations with the Rugby World Cup 2011 organisers to film final games in 3D for showing live at event venues or cinemas for people who can’t get to the matches. “We will pull together a crew from Australia and the UK because there are no people with 3D skills in live broadcasting in New Zealand yet. “Sport is often filmed [overseas] in 3D because if you can’t see it live, this is the next best thing. You are right there,” she says. Business is looking up with continual developments in visual effects. The movie Avatar has set a high quality benchmark for the 3D industry. A few brands of 3D computers have been released in New Zealand and Samsung has launched the word’s first 3D LED TV screen. Ronel says: “Eventually, I think it will happen. A major benefit is you can’t copy 3D films, so it’s good for copyright protection. “Our products and prices are top of the range and after an event people always talk about it. There’s a big wow factor.” [eNd] MARY MacKINVEN / WRITER Mary has reported news for 20 years including as sole writer and editor of Business to Business monthly newspaper in Auckland, NZ, for six years. Now she combines freelance journalism with part-time writing at a business association in Auckland.

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> E Y E O N G OV E R N M E N T

Business capabilitybuilding programme shifts shape The Enterprise Training Programme is dead. In place is a new scheme that will draw on a network of 14 regional partners to identify and provide business capability-building for small- and medium-scale enterprises with partial funding provided by the Government. BY LOUI SE BLO C K L E Y

he recent scrapping of NZTE’s Enterprise Training Programme (ETP), which covered capability assessment, workshops, seminars and follow-up training, signals a significant change of Government approach. It means fully funded training and development under this umbrella is history, but doors are opening for more private training providers. NZTE and the Foundation for Research Science and Technology are creating a joint network of 14 regional partners to provide small businesses with information, funding, training and development. Training previously delivered under the ETP will no longer be fully Government funded but businesses deemed to have “growth and innovation potential and a commitment to development” by the regional partner may be eligible for a partial voucher. The voucher will be provided directly to the business to use at a course of its choice from a list of registered providers. Voucher amounts will be capped and each region will be given an allocation. Details are still to be finalised but partial vouchers could be up to $5000 per firm. Each partner organisation will be funded by NZTE and the foundation to employ staff with business development skills and R&D expertise.

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KEY TAKEAWAYS > The Enterprise Training Programme was scrapped on July 1 and work to form 14 regional partner groups is under way. > Full funding provided under the ETP has been dropped while businesses can get partial funding vouchers to undergo training by a list of registered private training providers. > Biz Information services for businesses will remain as an 0800 service but 29 “walk-in” centres around New Zealand will close their doors.

sUitable traiNiNg Euan Purdie, NZTE’s business development manager, says partners will be responsible for co-ordinating suitable training and information services in their region, assessing local businesses and directing them to courses, advisers, information and other services that will meet their development needs. “On behalf of the foundation there will be partners that provide R&D advice and manage R&D investments and the foundation’s programme,” he says. At the time of writing responses to an RFP for regional partners were being assessed. Potential partners could be

regional chambers, EDAs and other existing organisations or consortiums of various groups. “Various responses have come back from various regions and we have identified our preferred respondents. In the next couple of weeks I will be travelling through New Zealand with Hamish Campbell from the foundation and discussing proposals they have put to us and looking to form a contract with them,” Purdie says. The ETP, which a range of organisations had been contracted by NZTE to run, ceased on July 1. The NZTE-funded Biz Information service for businesses will remain as an 0800 telephone service, but 29 separate “walk-in” centres around New Zealand will close their doors. An interim scheme providing support of up to $250 was available for training undertaken to the end of September. Purdie says NZTE is aiming to have regional networks operating in October. reasoNs for chaNge The changes are driven by findings from both the Government’s Review of Business Assistance and an evaluation by the Ministry of Economic Development of NZTE’s training and information services. While the MED’s report found a high level of client satisfaction with the ETP, concerns that private providers were not able to enter this training market sparked the plans for a new model.

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The official reasoning for the changes is outlined by NZTE as a wish to: * Improve business and management capability development in SMEs, which will help drive productivity gains and greater profitability. • Reduce fragmentation by providing better co-ordinated access to Government business assistance, and so lower transaction costs for businesses. • Drive quality and innovation in the provision of training and advisory services, while also providing businesses greater choice in these services. • Create a network that will act as a filter for the foundation and NZTE and refer firms with high growth, innovation and internationalisation potential for more intensive engagement. “When the evaluation came from the MED, some of the recommendations were that we have been crowding out the private sector by having the Enterprise Training Programme. Another was that there was still a sense that they needed some support for businesses to get training and capability development and, with that, they suggested why don’t we come up with vouchers to allow

Euan Purdie, NZTE’s business development manager.

people to get access to capability training,” says Purdie. “One of the key strengths of the Enterprise Training Programme was that a business undertook a capability assessment, at which point the training provider would make a recommendation on their training needs. To me, that was a fairly critical part of the relationship.” Purdie is adamant that the changes are not designed to trim the 20082009 $8.5 million Enterprise Training budget or the $1.3 million Biz Services budget – part of an overall budget for development of providers of training

and information of $13.7 million. “The same pot of money that has been expended through enterprise training will be expended through the assessment work and the vouchers. So there is no reduction in that level of funding,” he says. The RFP document defines what the long-term aims are. “In three years’ time we will see more capability in these businesses. They will have a relationship with the regional partner, their business is growing, their revenue is increasing, they are employing more people and, again, it is a relationship between regional partners and their communities, but also between those groups and two arms of Government - the foundation and NZTE. “I have been very excited by the opportunity, very enthused. It has taken a while to get there, we have worked long and hard at it. But I think it is going to have terrific potential.” [eNd] LOUISE BLOCKLEY / WRITER Louise is an Auckland-based freelance writer who has recently completed an AUT Bachelor of Communication Studies in journalism. She has worked in the travel industry and for publications such as The New Zealand Herald and New Zealand News UK, London, in advertising sales.

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EXPORTER 19

20 EXPORTER

> T E C H N O LO GY

Toy for the road warrior The iPad is not primarily designed for business. It has great appeal, however, as a travel companion, acting as a virtual home away from home. BY A N T HO N Y DO E S B U R G

hen Apple launched its iPad tablet computer this year, it’s safe to say it didn’t have exporters in mind. Much more ambitious than that, the world’s hottest technology company would like to get the devices into the hands of everyone on Earth. Apple is fortunate to be aided and abetted by a media that drools over every new gadget it comes out with. Stories often look as though they were written by journalists who’ve just taken delivery of an Apple freebie, or are hoping Steve Jobs will put one in the post on reading their breathless dispatch. I’ve long since given up hope of enjoying any largesse from Apple. But bribes aren’t necessary to write mostly positively about its products; pleasure in their use takes care of that. A good user experience is what you’re almost guaranteed with Apple gear. You’re also guaranteed to pay a premium price, whether for one of its laptop or desktop computers, the iPhone, or, indeed, the iPad. Apple seldom, if ever, feels the need

KEY TAKEAWAYS > Apple products are premium priced but a pleasure to use. > An iPad-equipped road warrior won’t be stuck for entertainment or envious fellow travellers. > With a Bluetooth keyboard, an iPad will function as a dumbeddown laptop. > It’s early days for iPad application development. > iPad connectivity costs can be a trap for the unwary.

to justify its prices, which people are willing to pay in the expectation of getting a quality product, with the bonus of the envy it inspires in others. It has sold tens of millions of iPhones on that basis. The iPad, however, is a new kettle of fish. It’s neither a laptop or a phone, most resembling a big iPod. But its large screen marks it out as a device for viewing text, pictures and video, rather than playing music. With its ability to connect to WiFi and 3G networks, and small data storage

capacity compared with a laptop, it’s clearly intended for connecting to the internet, rather than as a standalone gadget. At the office, a desktop or laptop computer does perfectly well at providing internet and email access, which pushes the iPad towards home, where it can keep us company on the couch or serve up recipes in the kitchen. On the face of it, that would seem to rule the iPad out as a useful tool for exporters on the road. In fact, however, it could be the perfect travel companion, acting as a virtual home away from home. As a relatively new addition to the Apple product range, the iPad doesn’t have a fraction of the applications available for the iPhone. But several of the iPad programs already in the online App Store could be useful for a road warrior. Staying up to date with New Zealand news is made easy with the New Zealand Herald app, a free application that repackages the paper’s print and internet content for the iPad. TVNZ News is a similar free offering from Television New Zealand, promising breaking national, world, business, sport and entertainment news.

EXPORTER 21

North&South magazine readers are catered for with a free app — but you may baulk at the $6.50 price to download each issue.

while the ipad is Not a phoNe, it caN fUNctioN like oNe UsiNg skype, aN app that eNables free calls to other skype Users, aNd calls to laNdliNes aNd mobile phoNes at rates that are typically better thaN phoNe compaNies charge.

skype, calls While the iPad is not a phone, it can function like one using Skype, an app that enables free calls to other Skype users, and calls to landlines and mobile phones at rates that are typically better than phone companies charge. A built-in iPad app that could lighten a traveller’s bag is iBooks, an e-book reader with which to access a growing library of digital books. That’s a growing library outside New Zealand — readers here are limited, for now, to free out-ofcopyright titles, fine if your taste is in the classics. Video is another built-in iPad app to entertain someone on the move. Movies can be bought or rented through Apple’s iTunes online store, and the iPad battery provides about 10 hours of viewing time. Is there more to the iPad than entertainment to brighten a bland hotel room, though? Happily for an exporter wanting to justify the iPad’s price — from $800 for a WiFi model with 16 gigabytes of storage to $1350 for a 64-gigabyte WiFi and 3G model — there is.

word processiNg, demos Aside from the device’s built-in email, contacts and calendar apps, which are readily synchronised with a desktop or laptop computer, the $14 Pages, Keynote and Numbers apps are basic word processing, presentation and spreadsheet programs. They can be used in a limited fashion with the iPad’s on-screen keyboard, or more effectively with a $119 iPad Keyboard Dock, which also allows you to recharge the device’s battery. Otherwise, any Bluetooth keyboard will do. Another invaluable iPad app that lets you to take the office on the road with you is Dropbox, an online storage service where up to 2 gigabytes of files can be stored free, and synchronised with a desktop computer. Those files can then be accessed via the internet with an iPad. The $30 iTeleport goes one better, allowing an iPad user to remotely access their desktop computer

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from anywhere, controlling its programs. Although it’s early days for the iPad, there are other apps that strengthen the case for an exporter eyeing one. Applications that let them connect to an office network, and that provide pared-down access to databases, for instance, will proliferate. A crucial point when travelling, however, is to beware the cost of connectivity, whether through a hotel WiFi network, or roaming on 3G cellular, either of which can be exorbitant. One way to minimise charges is to make use of any free WiFi hotspots you come across. And remember, once Apple has you hooked, you’ll be attached for life. [eNd] ANTHONY DOESBURG / WRITER Anthony Doesburg is an Auckland-based freelance journalist who specialises in technology.

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EXPORTER 23 Ogilvy/KB1223

> T E L E C O M M U N I C AT I O N S

First measure, then cap your mobile costs ZiCi and Mobile Mentor have combined their technical expertise to help companies with extensive and complex mobile networks capture the real cost to their operations. BY SA N G E E TA A N A N D

xporting companies that do not tightly manage their mobile phone bills will slice into profit margins when international calls and roaming charges become the dreaded monster that takes a life of its own. Almost every business uses mobile phones for work and, with export firms dealing with overseas markets, international calls and roaming charges can add up to sizeable amounts. Mobile phones are a major cost centre but most businesses pay little attention to their mobile bills. After all, there isn’t time to scrutinise every call staff make. But you can’t manage what you can’t measure, and managing phone expenses gets complicated with the growing use of internet-enabled phones, net books and e-Readers. The first step in managing these expenses is putting in place a system

24 EXPORTER

KEY TAKEAWAYS > Telecommunications has become one of the top five operational costs for organisations. > Specialist solutions can help increase productivity and result in up to 30% reduction in the total cost of ownership of the mobile fleet and 80% firstcall resolution of mobile support queries. > Expect a typical return on investment in the system within 90 days. > The software requires little to no client staff resources; Mobile Mentor becomes the single point of contact throughout the full mobile lifecycle. > Suitability depends on number of mobiles and the use they’re put to.

that records, analyses and reports on usage data, a process that it is often impractical to do manually. A number of automated solutions can help exporters manage these costs, but two companies - Mobile Mentor and ZiCi - have joined forces to offer an integrated service. “[The tie-up] makes it easier for the client to get a complete solution,” says Denis O’Shea, chief executive of Mobile Mentor. “ZiCi does the analysis and

reporting and Mobile Mentor provides the mobile help desk, user support, repairs, etc.” “The two services are synergistic,” says ZiCi head Jamie Burrows, “producing a combined value greater than the two separate services. For example, Mobile Mentor has an intimate understanding of what mobile usage and costs customers should be measuring, and ZiCi constructs the reports accordingly.”

spending 15 years in Finland, Sweden and Switzerland, before starting Mobile Mentor. complex to maNage But how does the exporter really save? “Mobile is becoming a core business tool to enable firms to increase efficiency and customer responsiveness, and telecommunications now sits within the top five costs for an organisation,” says O’Shea. “As the number of mobiles increases so does the complexity of managing them, particularly if organisations have multiple offices, and mobile administration and support split across multiple staff. “The 15R Mobile Management service enables them to regain control and visibility of their mobile investment. It provides the support, analysis and advice to enable them to optimise their investment in mobile assets for productivity, with a declining cost envelope.” Exporters can save without having to buy the software tools. “We can typically provide a return within 90 days. That means our monthly fee will be recouped from savings by the end of the third month, and the customer is in profit each month after that,” says O’Shea. “We aim to reduce the total

cost of ownership by about 1% each month compounding over a multi-year contract.” Running the tools doesn’t consume staff time. “Once the service is implemented there is little to no client staff resources required - Mobile Mentor becomes the single point of contact and takes care of managing the full mobile lifecycle. The service takes away the pain and complexity for clients of trying to manage and support the mobile ﬂeet in-house and enables staff to focus on their core responsibilities,” says O’Shea. However, the solution’s suitability depends on the number of phones an exporter has and the complexity of usage. “The volume and complexity of billing data means that the task of analysing and coding expenses to different cost centres often requires specialist tools and skills. This only gets harder as the ﬂeet size increases and changes, and the business needs become diverse,” says Burrows. [eNd] SANGEETA ANAND / WRITER Sangeeta Anand, is an international writer specialising in business, supply-chain and technology. She has written for several publications in New Zealand and overseas.

It doesn’t matter what you export, where you export, how big or small it is, New Zealand Post can make it happen. Call us on 0800 276 7848 or visit www.nzpost.co.nz/export

EXPORTER 25

R+R 20008

cost coNtrol To put it simply, ZiCi delivers to clients the expense management component of Mobile Mentor’s 15R™ Mobile Management Solution. “While mobile is the great enabler of our time, its potential to help people work smarter has not yet been reached,” says O’Shea. “Together with ZiCi we help businesses to control costs and data security while increasing productivity. Previously this level of end-to-end service management, reporting and insight was not available in New Zealand.” The two companies had been separately helping New Zealand businesses save costs. Mobile Mentor’ customers have 150,000 users in New Zealand, Australia, the United Kingdom, North America and Brazil, and its solution is resold through IBM and Vodafone New Zealand. Individual call costs may not seem high, but they add up, and small savings are helpful to the bottom line. “Results achieved include up to 30% reduction in the total cost of ownership of the mobile ﬂeet, 80% first-call resolution for mobile support queries and a decrease in return to operation - ultimately increasing overall productivity and optimisation of the mobile ﬂeet,” says O’Shea, who was a director of Nokia,

> GUTSY PEOPLE

Viewpoint david ross SOUTH PACIFIC VICE-PRESIDENT FEDEX EXPRESS

Getting to markets on time A supply chain partner with great networks and efficient hubs is critical for the success of New Zealand exporters hoping to reach the world market in good time.

xporting can allow companies to expand into new markets, increase profitability and spread risk. Companies must, however, be aware of the challenges associated with exporting and how to get the best outcomes for success. Among the challenges companies can face is coping with the

26 EXPORTER

uncertainty of new markets, working in diverse cultures, managing dispersed resources and competing with a larger pool of regional and global competitors. In addition, customs regulations and duties, and taxes, are the biggest barriers for companies in accessing international markets. In a FedEx-commissioned study of 2100 small businesses in early 2010,

almost a quarter of the respondents said that duties and taxes were a barrier to their operations. Specifically, FedEx identified that for 10 per cent of New Zealandâ&#x20AC;&#x2122;s export trade, customs clearance was the greatest key to business expansion in US markets. Additionally, about a fifth of the studyâ&#x20AC;&#x2122;s respondents said access to logistical tools and resources was also a problem.

Networks and access Partnering with a reputable and proven supply chain provider that has both global reach and expertise helps companies overcome these challenges and enter new markets with ease. Supply chain providers have greater access to proven, widespread networks; are able to assist companies with global sourcing and selling through technology innovation in e-commerce; and can advise in areas such as international shipping, custom regulations, duties and taxes. A close collaboration between the supply chain partner and the exporter allows the supply chain partner to understand the needs and stringent requirements of particular industries. The supply chain operator can help tailor a single global delivery web platform to meet the company’s specific expansion needs. The role of a global logistics facilitator is to connect the world. Over the past decade, Europe has been, and continues to be, a key export market for many businesses in the Asia-Pacific region.

Consequently, FedEx introduced an industry-first new next-business-day service connecting mainland China, Hong Kong and Singapore with France and Germany, enhancing Asia-Europe overnight services. Using hubs to speed up FedEx also expanded its International Economy (IE) and International Economy Freight (IEF) services to Europe-Middle East (EMEA) and Latin America, bringing a total reach of 36 destinations in EMEA and 16 destinations in Latin America. These services complement our more time-sensitive shipment services such as International Priority (IP) and International Priority Freight (IPF). New Zealand exporters can use tailored Asia-Pacific hubs to reach the world in a more economical, quality and timedefinite way. Pumpkin Patch is an example of a New Zealand export success story. Beginning in 1990 as a relatively simple mail-order children’s clothing company, Pumpkin Patch has now become a global operation with more than 220 company-owned stores and over 300 franchised outlets worldwide. When

Pumpkin Patch expanded beyond New Zealand and Australia, it realised the need for an uncomplicated, fast and reliable approach to exporting. It chose FedEx. Through the partnership, Pumpkin Patch increased its export efficiency and entered new markets with ease. As Pumpkin Patch’s export volumes grew, a FedEx team in each country was available to help. With the opening of an AsiaPacific hub in Guangzhou in February 2009, FedEx is poised to stimulate trade to and from the EU and Asia; and via US-Asia trade lanes by providing customers with fast and reliable service between the largest marketplaces in the world. This is particularly significant considering China is one of New Zealand’s top trade partners, receiving almost 6 per cent of all exports. New Zealand’s total exports for the year ending June 2009 totalled 92,036 tonnes. To support continued export growth it is important that New Zealand exporters select partners who operate with service, efficiency and reliability. [END]

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Editor’s note: The views expressed above may not necessarily reflect the view of this magazine but we are happy to provide the space for gutsy opinion.

Call us on 0800 276 7848 or visit www.nzpost.co.nz/export

EXPORTER 27

> EMERGING MARKETS

Halal market – unfamiliar territory worth entering Fear of the unknown has left Kiwi exporters trailing in the chase for a slice of the global halal food market valued at US$769 billion a year.

BY SA N G EE TA ANAND

t is big. It is unknown. It can be highly lucrative. Not many Kiwi exporters have gone down the trail but the global halal market is providing huge opportunities for businesses both in food and non-food products with the value of trade in the halal foods segment estimated at US$769 billion ($1075 billion) a year. In New Zealand further impetus has been given by a recent New Zealand Trade and Enterprise report that highlights halal as an emerging global trend. Halal is not a new concept. But it has largely been shunned by exporters for fear of the unknown. To enter this mostly untapped market, New Zealand companies need to familiarise themselves with halal certification requirements. certificatioN process “We understand that halal certification enables Muslims to follow a dietary guideline for permitted and non-permitted food,” says Gillian Ng, owner of NaturePlus

28 EXPORTER

KEY TAKEAWAYS > Despite halal certiﬁcation challenges, there are opportunities for exporters. > There’s growing potential for exporting halal products to Asian and Middle Eastern countries. > The emerging market for nonfood halal products is worth exploring. > Ensure suitable halal alternatives to regular ingredients are available. > Where possible, include Muslim employees in your workforce. > Do your homework and liaise with customers.

New Zealand, which exports nutritional supplements. “Since this is a serious matter for our Muslim consumers, we respect it and ensure that our products are halal-certified wherever possible.” By catering to Muslim requirements, the company has also found it beneficial and easier

to market such products to this community. Emerald Foods has been using halalcertified ingredients in some of its products. “Halal ingredients are used in New Zealand Natural Ice Cream, which is bound for the Gulf states,” says Shane Lamont, Emerald Foods’ managing director. He says the company gets value from selling halal products in the Gulf states and the Kingdom of Saudi Arabia markets. halal lamb Similarly, Franklin Foods exports processed meat products to a number of overseas halal markets including Singapore and the United Arab Emirates. Halal sales represent an important chunk of New Zealand lamb exports, which total 40% of the world market. Ninety-five percent of New Zealand lamb exports are halal while non-halal production is being phased out. Halal products are among the wide range of goods Franklin Foods produces for the local and export markets. “Products such as beef burgers, lamb burgers, chicken burgers, meatballs and chicken

EXPORTER 29

nuggets are all carried under our ‘Zareena’ brand, which is our halalspecific brand,” says Paul Brown, the company’s managing director. “With the potential for large customer bases in Asia and the Middle East, we see a growing opportunity in exporting such products, and a positive future for New Zealand companies.” limitatioNs Like any market, however, halal sales have limitations and challenges. Uncertainty around halal’s acceptance as a mainstream trend, lack of a global halal standard, availability of low-cost options in bulk-buying Muslim markets, and variations in requirements of different Muslim sects and groups make it a difficult market to serve. And then there are product-specific challenges, as experienced by Emerald Foods. “Ice cream ﬂavours are the most difficult to source as halal. We are often replacing a non-halal version, which requires a matched outcome,” says Lamont. Halal products are often expensive, prompting this advice from Lamont: “We recommend finding appropriate solutions before committing. Make sure a suitable halal replacement ingredient

with the same outcome is definitely available. Don’t assume an exact match is available.” differeNt reQUiremeNts While there is a huge potential market for New Zealand halal products in Asia and the Middle East, exporters must understand what is involved in manufacturing products for these specific markets. “Each importing country has its own set of requirements. So you need to do your homework and liaise with importers and customers,” says Andrew van der Werff, Franklin Foods’ export sales manager. Van der Werff has another useful insight. “It is also helpful to have Muslim employees in your processing plant who understand the requirements, and this also gives credibility to your compliance systems that are required for halal certification.” There are several certifying bodies in New Zealand and exporters need to choose one that covers the countries they intend to export to. As the trend gains momentum, halal products will find their way into non-food products such as cosmetics and pharmaceuticals.

NoN-food halal items The halal market for non-food items has great growth potential. At the recent Beautyworld Middle East 2010 Expo, the region’s largest trade fair for beauty products, cosmetics and perfumes, halal cosmetics were in huge demand. Research from the Institute of Personal Care Science of Australia indicated that the global cosmetics market is worth US$335 billion ($469 billion) and the global halal cosmetics market is estimated at US$13 billion ($18 billion). Euro Monitor International has carried out research indicating that the beauty and cosmetics industry is likely to expand globally by 8.5% by 2014. What is evident is this market is still unexplored and there is sufficient scope for New Zealand to tap into it. Kiwi exporters need to examine the market’s potential and consider the steps they would need to take to get a piece of the action. [eNd] SANGEETA ANAND / WRITER Sangeeta Anand, is an international writer specialising in business, supply-chain and technology. She has written for several publications in New Zealand and overseas.

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The New Zealand Export Credit Office (NZECO) provides financial guarantee products for New Zealand exporters. Our products help these exporters manage risk and capitalise on trade opportunities around the globe. As well as working directly with exporters, we work closely with commercial financiers in New Zealand and offshore to support and improve the competitiveness of exporters. NZECO is currently located in the Treasury and obligations to third parties are guaranteed by the New Zealand Government.

30 EXPORTER

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No matter what. EXPORTER 31

> E Y E O N G OV E R N M E N T

Managing the baby: AucklandPlus’ role in economic development Whether AucklandPlus, the entity with the job of Super City economic development, will be able to meet its mandate remains to be seen. Business people are eager for it to have real grunt, however, and do not want it to duplicate local efforts. BY VA L L E V E S O N

anaging the growth of the Auckland region’s new economic development agency, AucklandPlus, will be a tricky task given the region’s range of needs. Key business leaders want many things for the body but do not want it to lose sight of local needs. AucklandPlus is a business unit of the Auckland Regional Council. A new board is in the process of being selected and the newly appointed chief executive is still getting to know his job. Exporter asked leading business people what they thought the performance parameters for AucklandPlus should be. The Business Roundtable is of the view the job of economic development is best kept for private sector organisations such as the Auckland Chambers of Commerce and Employers and Manufacturers Association. Bruce Goldsworthy, who manages the EMA’s advocacy and manufacturers division and represents the organisation on a number of community liaison groups, thinks AucklandPlus has a role for the region into the future. “While we will be better off with a single entity as far as the Super City is concerned, rather than five or six, we will still need local activity. “A lot of work should be done on a local basis. Business feeds off local areas and local people – I wouldn’t like

32 EXPORTER

KEY TAKEAWAYS > Business leaders suggest: > AucklandPlus looks into gaining real advantage from sister city relationships. > What’s local must not be lost. > Existing services should not be duplicated > It can be a useful tool for marketing the region

to see places like the North Shore or Waitakere ignored. So my first message to the new AucklandPlus is don’t lose sight of what’s local. “AucklandPlus, if it’s still called that, has important roles to play as far as regional contact with central government agencies is concerned.” In tourism, for instance, AucklandPlus would be able to regionally promote tourism rather than looking at specific areas. “Seeing Auckland as a whole will end some of the confusion the industry faces,” Goldsworthy says. maNNa AucklandPlus was established in 2005 and, according to its website, is responsible for implementing key elements of the Auckland Regional Economic Development Strategy, which aims to boost the region’s economy. “The strategy aims to generate a

virtuous cycle of business growth and skills development, one that will increase business productivity and people’s participation in education, training and the labour force,” according to the website. AucklandPlus is the official investment agency for the region and is responsible for promoting the Auckland region as a place to invest and do business in. Goldsworthy feels strongly that the new AucklandPlus should not duplicate the already existing services of Export New Zealand Auckland. “This organisation is ideally set up and we wouldn’t want AucklandPlus to duplicate what’s already been established and has a track record. We don’t want duplication of local government services.” Goldsworthy says where he thinks the new AucklandPlus can shine is in sister city relationships. “In this area there is potential to gain real opportunities. Tauranga has proven how successful these relationships can be – it has been active both culturally and business-wise with its sister city in Japan and has seen huge benefits.” more grUNt Goldsworthy says Auckland has several sister cities, but they should be culled to just those that can bring real benefits. “They can work properly – not just be mayoral visits to the cities with no business benefits.

EXPORTER 33

“AucklandPlus could assess what the economic benefits are with having a certain sister city – it’s not all cultural warm fuzzies. Local government can facilitate international business. In other cities in the world, the mayor carries weight – we need to give more status to our mayor so he can help us gain from our sister city relationships.” Goldsworthy says once the new Super City is established we should have more grunt – but keeping local involvement is critical. Roger Kerr of the Business Round Table sees a major role for an organisation like AucklandPlus. “Councils should focus on their core public-good roles and do them well and at a low cost. AucklandPlus should not displace private sector activities such as those undertaken by the EMA and the Auckland Regional Chamber of Commerce. “It should establish rigorous KPIs — which will not be an easy task — and review whether it is achieving value for money at three-yearly intervals.” The Auckland Regional Chamber of Commerce did not want to comment on the issue because of a conﬂict of interests – its chief executive, Michael Barnett, is the current head of AucklandPlus.

34 EXPORTER

a lot of work shoUld be doNe oN a local basis. bUsiNess feeds off the local areas aNd local people – i woUldN’t like to see places like the North shore or waitakere igNored. so my first message to the New aUcklaNdplUs is doN’t lose sight of what’s local.” Bru C e G oLDsWo rtHY, eM PLoYer s AnD M AnuFACtur er s Asso CIAtIo n ADVo CACY AnD M AnuFACtur er s DIV IsIo n

haveN for bUsiNess Professor Tim Hazledine of the University of Auckland Business School’s Department of Economics says as the Auckland region is the only serious urban centre in New Zealand, it needs to be celebrated and built upon. He is a bit sceptical of the term Super City, as the area is only about the 340th biggest in the world. “However, conglomeration economies do seem to be the most successful. What we thought the trend was with technology enabling people to work from far-ﬂung places doesn’t seem to be true – face to face contact and old-fashioned meeting for a cup of coffee and networking seems to be behind the success of such places. “Making Auckland a better place for business with better transport infrastructure is key, as is improving the waterfront area.” He says taking advantage of our connection to the Asia-Pacific Rim is

vital. “It shows we’re not such a silly, far off place. Auckland is the gateway to the Pacific Rim. We need to optimise that link.” He says AucklandPlus can be a good marketing tool, particularly if its website shows off good pictures of New Zealand. “It should be supplying information, not writing cheques, not subsidising growth or anything like that. The city must make itself good for business.” He makes the point that the phrase “world-class” city should be thrown out. “It shows we’re trying too hard – does New York ever call itself a world-class city? It just is.” [eNd] VAL LEVESON / WRITER Val is an Auckland-land based sub-editor and freelance writer who covers career issues, technology and business trends. She has worked at the Northern Advocate in Whangarei, the Manawatu Evening Standard in Palmerston North and The New Zealand Herald in Auckland.

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> M A N AG E M E N T

Nailing down export documentation Absolute accuracy in export documentation is the only way exporters can ensure they get paid on time. BY M A RY M AC K I NV E N

o ensure no mess-up on the payment front, shippers better have their export documents arrive where they are needed, accurately and on time. Logistics specialist and export educator Murray Painter, managing director of Go Global Group, says: “Payment – cash ﬂow- is dependent on the speed with which the documents are faxed or emailed, and the customer’s happiness.” The documents most exporters will prepare are: 1. a bill of lading or air waybill providing transport instructions to the carrier 2. an international invoice 3. an FTA certificate of origin for Customs where New Zealand has a free trade agreement (FTA) — more demanding than a certificate of origin 4. a finance document such as a bank draft or letter of credit, and 5. the export entry for New Zealand customs.

36 EXPORTER

KEY TAKEAWAYS > Export documents perform three broad functions: banking/ﬁnance, transport and compliance. > A typical shipment needs eight to 15 documents - the same number for sea or airfreight. > The documents must be accurate and on time. > Nearly all documentation is electronic, reducing duplication, mistakes and delays. > Banks, freight forwarders and specialist training courses are there to help. Big importers will know their country’s requirements. > Visit carriers’ websites.

There are many other possibilities, depending on the countries’ and traders’ specific requirements; for example, certificates from the Ministry of Agriculture and Forestry,

New Zealand Food Safety Authority (NZFSA) and independent global inspection company SGS. All sorts of hold-ups are possible. For example, the Australian Quarantine and Inspection Service has been known to hold samples arriving without NZFSA certificates, even though certificates are not required under CER. It helps that most documentation is completed electronically: in the case of meat, product is documented from bar codes on animals’ ear tags to packaging on the supermarket shelf. Large companies have their own document specialists while small exporters tend to use a third party such as a customs broker or freight forwarder that specialises in export documentation. “Banks will advise on the letter of credit they provide and check all the exporter’s documents before they go out, to help you as well as protect their own backsides because they could be liable [for payment] if there were mistakes,” says Painter. “A letter of credit is onerous,

EXPORTER 37

expensive and tough to deal with. People try to avoid using them but in some countries you would be wise to present one to ensure payment.” Sorting out payment If an exporter can’t arrange payment by the most secure method - cash in advance - it’s important they talk to their bank to find out the best payment method, says the head of international trade at Westpac Institutional Bank in New Zealand, Barry Squires. For example, if the documentary letter of credit from the importer’s bank can be supplied to the exporter’s bank, the bank will pay the exporter’s bank, which then pays the exporter. “This facility is for existing customers who ask for it, and where the foreign bank has a good credit rating,” says Squires. Other common facilities include a bill of exchange and cash against documents on arrival of vessel. Go Global runs courses about

Barry Squires – Head of international trade at Westpac Institutional Bank.

documentation within the modules in which they crop up, such as finance and supply chain management. Help is also at hand from Export New Zealand, which runs a half-day course on international trade documentation. Course presenter Peter Cooper says documentation is cumbersome but necessary, and accuracy and consistency are very important.

All your documents [for a shipment of goods] must look, taste and smell the same; the figures must be identical on the packing list and bill of lading, the commercial invoice and proforma invoice.” P e te r Coop er, cou rs e p res en t e r

The excuse not to pay “All your documents [for a shipment of goods] must look, taste and smell the same; the figures must be identical on the packing list and bill of lading, the commercial invoice and proforma invoice,” says Cooper. “People at the other end often look for ways to prevent your shipment going through and this could be an issue. A letter of credit is usually tied to the bill of lading and if they vary, you don’t get paid. “Ask all the dumb questions and do things right in the beginning. You don’t cut corners on paperwork. “Document specialists are the unsung heroes of exporting,” Cooper says. Mediterranean Shipping Company (MSC) has a documents team of 15 in New Zealand handling the shipper’s bill of lading, the title to the goods as well as their receipt and evidence of carriage by sea to the documented customer or agent. The bill of lading is drawn up once the exporter provides the shipper’s letter of instruction that includes the cargo booking number, names and contact details of the trading parties and details of the goods and container. The shipper sends the bill with his other documents to the overseas client or client’s bank that is going to pay him.

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38 EXPORTER

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MSC southern regional manager Kevin Inder stresses that none of this happens until the shipper has booked space and agreed to the terms and conditions of carriage. And international security regulations require documentation to be processed to stringent cut-off dates before sailing to the US and China and, from January 1, to the EU. He says shipping documents have been tried and tested to be a foolproof way of trading; it’s the timing that is difficult today. software Exporters who find the documentation job has become too big for their staff but want to keep it in-house can buy customised export documentation software from Auckland firm Prodoc. Prodoc’s Steve Cox says the software comes into its own for exporters matching multiple documents or sending to multiple destinations more than a few times a week. The software connects with enterprise resource planning (ERP) systems, and updates are rarely needed. Prodoc clients write as many as 500 documents a month each, and ship more than 55% of New Zealand exports, he says. [eNd] MARY MacKINVEN / WRITER Mary has reported news for 20 years including as sole writer and editor of Business to Business monthly newspaper in Auckland, NZ, for six years. Now she combines freelance journalism with part-time writing at a business association in Auckland.

expert tips from auckland chamber of commerce for effective export documentation 1. complete yoUr research Before exporting your goods ensure that you know what export documentation you need. Different documentary requirements exist for different countries and industries. Your local Chamber of Commerce can help or get your customer to talk to the local authorities in the importing country. Do your best to get good information in advance. 2. be as accUrate as possible Ensure that the information on each document is accurate and that the information across all your documents is consistent. If you are exporting under a Letter of Credit, ensure that you are complying with the requirements stipulated. 3. take advaNtage of the opportUNities available to yoU Under the various Free Trade Agreements (FTAs) that New Zealand has with international partners you may be able to get preferential access to international markets that exporters from other countries do not receive. In order to obtain this preferential access you’ll need to complete and provide specific export documentation to accompany your goods at the port of entry. For more information about how to take advantage of these FTAs call your local Chamber of Commerce for advice. 4. be efficieNt aNd save moNey It is now possible to complete your export documentation electronically. Instead of having to courier export documents or drop them off, have them manually stamped and couriered back to you, you can now do it all electronically. The New Zealand Chambers of Commerce electronic certification allows you to submit your documents to the Chamber online. They will then be electronically stamped and returned to you via email. 5. keep yoUr hoUse iN order Keeping good records is vital, but doesn’t need to be time consuming or complex. The Chamber’s electronic documentation service enables an efficient filing system for your export documents.

EXPORTER 39

The sticky business of collecting air travel rewards As airlines tweak their reward programmes to hold on to customers, savvy travellers with frequent flyer points at stake stay picky about who they fly with. Companies will do well to keep their options open in their quest for cost-effective corporate travel plans.

BY VA L L E V E S O N

s airlines continue to modify their reward schemes to keep market share, companies seeking the most cost-effective corporate travel arrangements need to stay alert to the best deals. Many frequent ﬂyers consider reward schemes when deciding which airline to use. Travel management companies say the best way to tap into the opportunity to collect reward points is to tag on individual travel while on a business trip. Reward point programmes are costly for airlines. However, a competitive market has led to a range of offers. But with reward points being accrued by individual travellers, not the company paying for the ticket, a company looking for a travel management plan should not base its choice on loyalty schemes. “Reward point programmes are expensive to run and I think most airlines would acknowledge this,” says Simon McKearney, general manager of FCm Travel Solutions and Corporate Traveller (Flight Centre’s corporate divisions). “As we see more airlines enter the incredibly competitive airspace we have in New Zealand, we also see more reward programmes being offered to the traveller - Velocity points, Airpoints and Air Miles are a few examples.”

40 EXPORTER

KEY TAKEAWAYS > Frequent ﬂyer rewards are offered to individuals, not companies. > Loyalty programmes come with a cost. You are better off seeking the best airfare deal than paying expensive joining/ yearly fees. > Combine personal travel with business trips to get value from ﬂights. > Travel management companies believe reward schemes will continue.

cost of freQUeNt flyer memberships “These are offered to individuals as opposed to the business and when a business requires an individual to select the most reasonably priced trip, as opposed to one based on loyalty to a particular carrier, then it can take a long time to earn enough points to travel anywhere.” McKearney says that is why airlines are partnering with organisations such as Visa, so consumers have other means of earning rewards. “New Zealanders are savvy enough to realise that the cost of these

programmes is recovered in higher airfares and that it is better to actually seek out a wider range of airfare pricing than paying expensive joining/yearly fees in order to accrue enough points [for a ﬂight] to Wellington after three years of saving,” he says. McKearney says many of his clients are looking for best pricing and best process, which deliver bottom-line savings. “As a travel management company we are often entrusted with ensuring a company’s travel policy is being adhered to and nine times out of 10 that does not include specific carriers that would enable reward points to be earned. “A suggestion we have for business travellers wanting to benefit from the business’ investment in an overseas trip, albeit with all tax considerations made, is to combine it with personal travel. The company has paid to get you there and back so the addition of a few personal nights’ accommodation, generally negotiated by us at extremely good rates, can be far more effective than collecting points from up to a dozen airlines.” diehard collectors Travellers who have been with the Air New Zealand Airpoints scheme for some time have adapted to the changes and worked out how to use their air dollars to best advantage, says Nicola Jamieson, general manager Executive Travel/HRG group of companies. “Travellers will change their travel pattern, days and times to collect maximum points or dollars.”

> M A N AG I N G CO ST

Star Alliance and OneWorld operate the two main reward schemes, followed by Emirates, she says. “Conditions wrapped around air points have made the programmes seem less valuable in the eyes of some travellers. However, they will find a way to use the points to their advantage. As one client remarked, ‘I travel so much that I should receive an incentive from the airline’.” Brendan Drury, commercial general manager at Atlantic Pacific American Express (APX), says airline loyalty programmes have been in change mode since their inception. American Airlines led the charge with AAdvantage a couple of decades ago. “As airlines began the trend towards alliances, earning and redeeming between airlines became the new frontier. Simultaneously, hotels, car rental companies and credit cards jumped on the bandwagon.” here to stay He thinks loyalty programmes are here to stay. “Airlines are seeking the loyalty of their frequent-ﬂying customers and are looking to not only reward through mileage acquisition but, more importantly, to recognise frequent ﬂyers. “Customers who have a significant

New ZealaNders are savvy eNoUgh to realise that the cost of these programmes is recovered iN higher airfares aNd that it is better to actUally seek oUt a wider raNge of airfare priciNg thaN payiNg expeNsive JoiNiNg/yearly fees iN order to accrUe eNoUgh poiNts [for a flight] to welliNgtoN after three years of saviNg.” s IMon MC Ke A r neY, GenerAL M AnAGer o F FCM trAV eL so LutIo ns AnD Co r Po rAte trAV eLLer , nZ

spend with a company both want and deserve attention. That attention may be recognition that reaches beyond the traveller to their family, early show ticket release, special fares, etc.” Drury says the recognition of the organisation paying for the travel, as opposed to the traveller, is an area where his company believes there is an opportunity. “If an individual is travelling for business, it is not the individual driving the travel but the business or organisation. Without the business need, there is no travel. Yet the company spend is not recognised - only the traveller’s frequent travel. “When that individual leaves for another organisation where travel is not required, the airline loses the relationship with the individual. However, the company or organisation the traveller left still has the requirement of travel. This is where the

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individual relationship and the company relationship are at odds. “At APX we have seen some companies and organisations change their travel policy towards the exclusion of points as a benefit. However, this is challenging to manage as the relationship sits between the airline and the individual, and not with the company.” In a constantly shifting airline market, it is harder for travellers to accrue and redeem loyalty points, so there is an incentive to look for programmes where they can “earn and burn” points faster, he says. [eNd]

> PROFILE

No short cuts to brand protection

or many small- to mediumsized companies, protecting their products’ brand before they start their export strategy seems like a monumental task destined for the too-hard basket. Not having trademark or intellectual property protection for a company’s product or service can be a strategic mistake exporters cannot afford to make as they look to diversify their geographical spread to grow their business. John Hackett, trademark strategist and partner at intellectual property law firm A J Park, says exporters cannot afford any short cuts in protecting the long-term future of a company’s product or service. There is a big temptation to take short cuts, he says. Acquiring trademark and other intellectual property protection should be top priority. “The reality is success is often silent in this case. Once you have the protection in place, nobody can infringe on your protection,” Hackett says. Despite popular belief that getting trademark and brand protection is a costly exercise, the investment is worthwhile considering the geographical coverage an exporter could get for the initial outlay. As an example, a New Zealand company looking for trademark protection in the US, Canada, three Asian countries, and Europe, can have peace of mind and protection in place for ten years, for about $25-30,000. Coverage for trademark protection in Europe – which applies to 27 countries – costs $7-9,000. “The initial cost may seem expensive but over the long term, the cost of not doing anything can be more expensive. If you choose to take legal action (against an infringer), the legal cost might add up to over $100,000. To buy back

John Hackett, partner at intellectual property law ﬁrm A J Park.

the brand may cost another $50,000,” he says. There are real case examples of Kiwi companies with existing brands failing to carry out a brand search, or brand registration, in an export market. In one case, a Kiwi company found that not only had its brand been registered by someone in a foreign market, but it was served with infringement proceedings. Less-than-scrupulous partners, agents or distributors in an export market can resort to brand theft. In countries where civil law applies, the original creator or owner of a brand or trademark does not have automatic right as user despite having created or used the brand for many years, Hackett says. Protecting a company’s brand should also be viewed as an exercise in building long-term equity. Hackett notes that the Kim Crawford brand was sold to Canadian company Vincor International in 2003 for $17 million, which acquired the rights to use the brand across the world. Vincor has since been on-sold to Constellation Brands, a giant in the wine world.

One fallacy is to assume that a brand need not be protected overseas because a company does not yet have an export market, Hackett says. Lessons from the past have shown that it pays to research and protect a brand before venturing out. Montana Wine, which was founded in the 1960s, is rebranding as Brancott Estate to avoid confusion as its wines have been sold in America under the Brancott name. American consumers associate the Montana name with the state of Montana rather than Marlborough in New Zealand. The Marlborough name gets US consumers thinking about Malboro cigarettes, made by Philip Morris, rather than New Zealand wine. Many New Zealand companies have built successful businesses around their brands. One of the best things the Kiwifruit Board did was to create the Zespri brand in the 1990s for local kiwifruit, Hackett says. Water company Antipodes is another example of a trademarked product, representing quality bottled water. [eNd]

a J park John Hackett – Partner A J Park Law and Patent Attorneys DDI: 64 (09) 356 3310 Email: john.hackett@ajpark.com Website: www.ajpark.com John is ranked among the International Who’s Who of Trademark lawyers in 2009 and 2010. He has led a number of high proﬁle projects including a foreign ﬁling programme and strategic brand re-positioning exercise for Les Mills International Group and implementing a compliance programme to prevent the SELLOTAPE and GLAD WRAP brands becoming generic.

EXPORTER EXPORTER 43 43

> FINANCE

Using cross-border ﬁnancing to boost exports International factoring is an old tool that is staking new ground in New Zealand. Exporters can assign their sales invoices in exchange for up to 90% of the face value, and access the credit protection of a global network of service providers across more than 50 countries. BY YOKE H A R L E E

ith international trading risks still keeping exporters awake at night, a newly released service, international factoring, can provide another option for exporters seeking to free up vital cash ﬂow. Since joining International Factors Group (IFG) 12 months ago, Lock Finance has been able to offer an international factoring service to New Zealand exporters, says John Blackmore, a senior lending manager. IFG is a co-operative begun in 1963 which today has about 155 members in more than 50 countries. Factoring allows a company to assign an invoice - usually to a factoring company - in exchange for cash. The factoring company manages the risk of collecting the debt, and in turn charges a transaction and administration fee, including the cost of assuming the risk of non-payment. Cross-border financing is made possible by IFG members, which act either as an import or export factor. An export factor (such as Lock Finance) deals with financing, credit management, sales ledger accounting, or a combination of these services, in the supplier’s country. The import factor deals with risk/credit cover and collection in the buyer’s territory.

44 EXPORTER

KEY TAKEAWAYS > Assign your invoice and get up to 90% of the value of the sale. > Expect a charge up to 4% for administering the service. > It allows an exporter to trade on an open account basis. > Tap into the collection services offered by over 155 members in over 50 countries. > For more about IFG, go to www.ifgroup.com

“Once a sale is made we can provide financing against an exporter’s invoice – it works very much like a letter of credit (LCs), on a non-recourse or collection basis, without using LCs,” Blackmore says. Lock is working on improving access for New Zealand exporters to trade into the rapidly growing Asian markets, Blackmore says, adding that China, for instance, has been a hard-to-service market due to the fact that financial institutions there are usually provincial and IFG’s reach has been limited. Across Europe and the US, however, the network of IFG members is wide. The cost to the exporter using a factoring product, Blackmore says, would typically be around 4% of the value of the invoice, comparable to the fees for raising an LC.

away with lcs Exporters using international factoring are able to get closer to trading on an open account basis, doing away with the cumbersome need to raise LCs to ensure payment. Lock Finance can provide exporters with ﬂexible funding limits that grow with the business. They can get up to 90% of the value of their export invoice and have up to a 100% credit guarantee. Lock Finance chief executive Simon Thompson says the new offering is an expansion of the finance company’s portfolio, which has been heavily tilted towards importing businesses. He says Lock Finance wants to expand its reach to exporters through the international factoring business. “International factoring has been used widely in many markets. It is just a matter of time before New Zealand adopts it,” Thompson says. Lock Finance, a company that dates back to 1889, is a non-deposit taking finance company owned by the Amalgamated Dairies Group. [eNd]

Paying for NZ’s remoteness Small- to medium-sized exporters better lock in contracts to secure a decent price and container space with shipping lines. NZ’s remoteness means our exporters may have to pay more to secure container capacity as carriers seek better returns. BY M A RY M AC K I NV E N

hipping lines have recorded profits in the first half of this year, but rates are going up to recover their losses from the global financial crisis. Members of the New Zealand Shippers Council, big exporters such as Zespri, Fonterra and Carter Holt Harvey, are concerned about the proliferation of new surcharges that used to be incorporated in the quoted price, says council chairman Greg Steed. For example, one line has an “out of service charge” when a damaged container is being fixed. “Our members consider this unacceptable. Surcharges should be discussed with shippers well in advance of their introduction so issues can be agreed upon or not.” The appearance in recent months of surcharges is a worldwide problem, to the extent it is an agenda item on a global shippers forum in September that Steed was attending. His members are somewhat insulated from rate increases because of contracts that are generally annual or longer. “It has also been the norm in the past few years of uncertainty for contracts to be shorter – no more than a year, usually,” Steed says. Small to medium enterprises (SMEs) would be more affected by rate

46 EXPORTER

KEY TAKEAWAYS > Expect shipping rates to rise in October and February. > Shipping lines are making money again but still recovering earnings lost in the global ﬁnancial crisis. > Extra surcharges have crept in. > New Zealand shippers/ exporters may have to pay their way if they want ships to continue calling. > Talk to your shipping line and negotiate a deal; committed exporters will be favoured.

increases that freight forwarders tend to pass on, he says. Export New Zealand executive director Catherine Beard recommends

smaller exporters take a planned and strategic approach to shipping, and think about negotiated contractual arrangements. “SMEs have to face the new global reality. Exporters that are not doing regular business and have less clout are more vulnerable. Before the global financial crisis they got goods away by an ad hoc approach to exporting, and lines had surplus capacity. Now that capacity is taken out, rates are going up.” The first half of 2010 has been better than expected, says Julian Bevis, managing director of Maersk NZ. “But 2009 was an incredibly low base to come off. Rates are appropriate and might have to go up out of New Zealand. If we can get rate increases where appropriate, we will do so,” he says. The fee for the late return of containers while they are being emptied has also gone up because of the container shortage, and might rise again. NavigatiNg throUgh a sea of problems However, Bevis is not aware of lines asking shippers to pay in advance.

From left: Greg Steed, chairman of the NZ Shippers Council. Catherine Beard, executive director, Export New Zealand. Julian Bevis, managing director of Maersk NZ.

> LO G I ST I C S

“What we are wanting to do is have commitments from customers regarding the amount of space to reserve for them; to be more orderly compared to hitherto, agree on the price in advance for so many slots and hope they turn up with the volume. They will pay in the normal way.” In some markets contracts are only agreed on a short-term basis. “It’s not just about pricing, but the whole relationship. If they want to fix the price for a longer period, we are up for that. There has to be reward and certainty in both directions. “To drive behaviour to make commitments we might have to move to ‘if you don’t turn up we will charge you for it’. It’s not an unknown concept.” priority Mediterranean Shipping Company (MSC) is also recovering, says New Zealand director Mark Godfrey. “The problem now is New Zealand rates will have to go up or other countries’ cargo will get priority.” MSC will be among lines that start to increase rates about $150 a TEU (20-foot container) from October and, at the export peak in February, by another $100 to $150 a TEU. It costs a line about US$300 every time it moves

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smes have to face the New global reality. exporters that are Not doiNg regUlar bUsiNess aNd have less cloUt are more vUlNerable. before the global fiNaNcial crisis they got goods away by aN ad hoc approach to exportiNg, aNd liNes had sUrplUs capacity. Now that capacity is takeN oUt, rates are goiNg Up.” C At He rIne Be Ar D, eX Po rt nZ eX eCutIV e DIr eCto r

a container, he says. For some shippers, this will be a 25% increase in export charges. The BAF (bunker adjustment factor, or fuel surcharge) won’t vary, but MSC has introduced a piracy surcharge because its ships go through the Suez Canal. “We have to go in convoys and at extra speed. This is a minimal charge per container and will continue for as long as the Somalian [piracy] issue remains,” Godfrey says. “New Zealand’s problem is it’s at the end of everyone’s trade route. It has to start paying its own way. “More and more exports are being shipped but imports are not increasing at the same rate; the difference is 200,000-250,000 empty TEUs coming to New Zealand a year to service exporters.” While the imbalance might be healthy for the economy, it’s not good for shippers. The solution is consolidation of transport modes and services,

including ports and freight forwarders, and sharing ship space with Australians, according to Brian Stocking, executive director of the Chartered Institute of Logistics and Transport in NZ. He said the main outcome of the NZ Ports and Shipping Summit in August was a general agreement that more collaboration was needed among all modes. The Shippers Council released a report at the summit saying what’s needed are bigger ships coming to our shores sooner rather than later. Steed says not all parties agreed, but he has hopes the report will be the catalyst for a cohesive shipping strategy for New Zealand. [eNd] MARY MacKINVEN / WRITER Mary has reported news for 20 years including as sole writer and editor of Business to Business monthly newspaper in Auckland, NZ, for six years. Now she combines freelance journalism with part-time writing at a business association in Auckland.

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48 EXPORTER

22-06-2010 12:13:05

> C U R R E N CY M A N AG E M E N T

NZ dollar’s attitude to risk Find a comfortable range, then hedge, hedge, hedge. This is the advice of currency strategists for exporters dealing with the volatile New Zealand currency.

BY BO B E DL I N

wo factors were impeding the pick-up of manufacturing exports, Finance Minister Bill English said in August. Credit would be less readily available than in the past. And the exchange rate hadn’t dropped as it normally does during a recession to give manufacturers a boost. A few days later the NZ dollar slipped to eight-year lows after South Canterbury Finance filed for receivership. The New Zealand currency has been driven by the appetite for risk among global investors, rather than commodity price shifts or interest rate differentials. All three factors had inﬂuenced the NZ dollar in the year to March 2009, lowering it from US82c to US50c. That was the riskiest period global investors had experienced for decades, New Zealand commodity prices fell sharply and New Zealand interest rates fell more than overseas rates.

KEY TAKEAWAYS > The appetite for risk is driving currency shifts. > Hoping for a signiﬁcant fall in the NZ dollar is futile. > Exporters should take advantage of any falls to get extra hedging. > Some exporters price products only in NZ dollars to minimise risks.

fears of doUble-dip recessioN More recently attitudes to risk have been acting alone in moving the NZ dollar, including niggles about a doubledip recession. BNZ chief economist Tony Alexander expects the NZ dollar to continue ﬂuctuating, in response to rises and falls in risk-tolerance over the next year. But “no one really knows what is going to happen with our currency or anybody else’s”.

Exporters should take advantage of any falls in the NZ dollar, and get extra hedging for six, nine, maybe 12 months at most. “I think we are very much into a US66c-US74c sort of range. We could still be stuck in it in a year’s time. “As an exporter, I would be doing my hedging, I would trade that range,” Alexander says. Cliff Brown, at Bancorp, said the struggling US economy had weakened the US dollar. Brown sees the NZ dollar trading in the US69c-US72.5c range. “It will take something different, rather than varying degrees of the same news, to kick it out of that range. “As to whether the trend is up or down, I think we are probably roughly correctly pitched and I don’t really see much of a bias one way or the other from here. We’ll just continue bumping around plus or minus a couple of cents.” It would be futile to hope for the currency to fall to US60c, he says.

EXPORTER 49

hedge Exporters should live with what they have and hedge accordingly, perhaps using options to provide benefits if a fall does eventuate. “But I wouldn’t be sitting there relying on it for forecasts, planning and so on,” Brown adds. The euro is finely balanced because of a patchwork of news – good German export figures, for example, contrasting with Ireland’s sovereign debt problems. As with the US, Brown does not see any point in waiting for lower rates. “It’s all sentiment-related and bad news-related and we are not seeing a consistent story of good news from any part of the world. Even China, which has been propping up Australia and New Zealand, has published a reduced GDP growth figure.” But a raft of exporters contacted at random seemed untroubled by foreign exchange movements. Senztek Holdings, in Avondale, designs

and manufactures solar hot water systems and smart energy controllers for electric hot water cylinders. It exports mainly to Australia but also to Britain. Chief executive Brian Knolles said the company buys parts in US currency and sells in both sterling and Australian dollars. “We will buy cover for our imports – basically we do that in conjunction with our bank. We look at the level of exposure and we buy forward cover. That’s about the limit of it.” But as exports increased, the company would have to review its foreign exchange practices. Good Health, on Auckland’s North Shore, has developed a range of natural health products, including complex naturopathic herbal formulations. priciNg iN Us$, NZ$ Director Dave Blanchard said Good Health prices all exports in New Zealand dollars. “They [his customers] have to manage it over there, rather than us

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managing it here, and we are doing more exporting than we are importing.” This hadn’t been a policy decision as much as something that had been done since the company first started exporting. “We just quoted prices that way in the first place, and it keeps it simple. It was easier to price in NZ dollars and let customers take it [any currency risk]. “The customers moan a bit when the currency goes the wrong way, and they don’t say much when it goes the right way, just as I guess we would. But it takes us outside the realm of us having to deal with the currency every day.” Lifestream International, another North Shore company, specialises in the manufacturing, distribution and exporting of natural health products. Managing director Sheldon Midgley said except for the Australian dollar, it imports in all of the currencies it deals with for exporting – sterling, the euro, the US dollar and yen. “We probably have very little exchange risk, so we don’t really have any other approach.” The exception is when there is a significant dip and the company knows it is about to buy or sell something. “Then we may get some forward purchasing going, but that’s very seldom,” Midgley says. Energy Mad, in Christchurch, sells energy-saving products. Co-founder Tom McKenzie said the company includes exchange rate clauses in its contracts and signs up customers (Australia is its biggest market) to pay in US dollars. “It’s a natural hedge because we pay our manufacturers in US dollars,” he says. “That’s the way we like to do things. It doesn’t work all the time and we are at the whim of currencies like most other companies in the long term, but we found this far better than other [strategies] and our inputs more or less balance with our outputs.” Carolyne Ball, director of 100% Pure New Zealand Honey in Timaru, said 99% of the company’s products are sold in NZ dollars. “So our customers are taking the full brunt of any exchange rate issue. “That’s the way we started, and it has always worked for us.” [eNd] BOB EDLIN / WRITER Bob, a journalist for more than 40 years, writes about trade, agri-business and the economy. He has been editor of NZ Truth, and managing editor of the National Business Review.

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> GUTSY PEOPLE

Viewpoint philip bUrdoN CHAIRMAN OF THE ASIA NEW ZEALAND FOUNDATION

Ah, a glass of wine – a taste of Asia’s consumption rise Exporters are taken by surprise at just how rapidly our Asian markets have grown. Suddenly the world is no longer Anglo-centric. There is urgency for many to develop their strategy for China, Hong Kong or South Korea.

sia’s growing importance to New Zealand could be said to be reﬂected in a glass of wine. That single glass of merlot is fast becoming a symbol of rising middle-class afﬂuence in key Asian economies and of globalisation at large. For the middle and upper income consumer, wine ticks several boxes, offering health benefits, an acquired taste as well as status. It is also a commodity whereby quality of the environment in which it is produced is evident in the quality of the product.

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All of this makes New Zealand a natural player in Asian markets that are expected to be the drivers of world wine growth, particularly in the aftermath of the global financial crisis, as key Asian economies keep growing while their western counterparts continue to suffer from the hangover. According to a new Asian Development Bank report, Asia’s consumers are projected to spend US$32 trillion a year by 2030, some 54% of worldwide consumer spending. As a result, wine-makers all over the world, including New Zealand, are keen to tap into these developing

markets with their enormous growth potential. China, India and South Korea are fast acquiring wine drinkers while Singapore and Japan represent stable and developed destinations for the wine-making world. A study by the International Wine and Spirits Record forecasts that wine consumption in Asia will jump by a quarter by 2015. While China is only the eighth largest consumer of wine in the world, Chinese wine consumption is projected to rise by roughly a third by 2013. Using wine as a barometer of

the region’s increasing economic pulling power, it is clear that Asia is becoming a priority for New Zealand, as well the rest of the world. As an example, New Zealand Winegrowers reports that sales into Asia have increased from $10 million in 2001 to more than $50 million in 2010. Clearly, our wine exports to Asia, although fast growing (industry insiders say New Zealand can expect the region to take $100 million worth of our wine within the next few years), are as yet a small proportion of an industry that contributes $1.5 billion to our GDP. That’s in the context of us also being a minnow in the global wine market, accounting for about 1% of global production. Emerging wine consumer The fast-emerging market on the global wine scene is China. It is the fastest-growing wine market in the world and one projection has it fourth behind France, the United States and Italy in total consumption by this year. (For a first-hand account of wine-maker Brent Marris’ recent trip to China, see page 12)

In addition to the traditional wine market in Japan and the burgeoning one in China, South Korea is emerging as another important destination for our wine. From 2002 to 2007, wine consumption in South Korea doubled. In 2001, there was only one New Zealand winery with a presence in the Korean market. Now, NZTE says there are 38. Unsurprisingly competition is strong as Koreans adopt an increasingly western diet and consume wine for its perceived health benefits. Chile boosted its wine exports to South Korea after an FTA was signed while Australia is aiming to ramp up its own wine exports to South Korea. Our wine industry is a good example of how New Zealand can get the best for itself out of Asia. As a country we need to continue to build the NZ Inc brand, positioning our exports as highquality value-added options for Asian consumers who are willing to pay above average prices. But what is certainly taking many exporters by surprise is just how quickly our Asian markets have grown and, suddenly, there is a pressing need for many to develop their strategy for

China, Hong Kong or South Korea, markets that have emerged so rapidly so as to have blindsided many. For New Zealand wine, experts stress the need to put in place a significant marketing investment and build brand-name recognition on the back of NZ Inc. It is stating the obvious that relationships matter in Asia and that it is important for our exporters to be implementing carefully considered business strategies for different Asian markets. The key messages learned in our efforts to market wine to Asia also apply to our other exports, as well as tourism and export education. We can’t compete in terms of volume or scale but we can place our emphasis on quality, uniqueness, niche, taste, innovation, sustainability and responsible stewardship of the land. These are the principles that should apply across all our exports. It should be obvious to all New Zealanders that the world has changed from the Anglo-centric one I grew up in and it should go without saying that ignorance and fear of Asia is now no longer an option. [END]

Editor’s note: The views expressed above may not necessarily reflect the view of this magazine but we are happy to provide the space for gutsy opinion.

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Air New Zealand Cargo Auckland Export Awards 2010 17 companies filled the 23 finalist slots in the expanded Air New Zealand Auckland Export Awards held last month.

onvener of Judges, Hugh Cronwright, in his address at the Gala Awards Dinner, commented on how impressed the judging team had been with both the quantity of entries, and the level of real success reported by so many, despite the world economic conditions. It was very interesting to note that a number of the entries displayed the typical characteristics of “Blue Ocean/Red Ocean” marketing philosophy, where those in the Blue sector are not competing primarily on price. Innovation and design have given them that slight edge on the competition. Congratulations go to:

QBE Insurance Exporter of the Year (total sales under $35 million) WINNER lifestream international ltd Licensed manufacturer and marketer of a range of over 60 natural nutritional products and a range of aloe vera skincare products. Lifestream is committed to supplying the best quality whole food supplements available - no synthetics and no compromise!

Barry Squires of Westpac Bank, with Exporter of the Year Winner (over $35 million segment), BCS Group.

off reference sites in the USA they have secured a major term contract to supply a huge USA food manufacturer.

Westpac Exporter of the Year (total sales over $35 million)

modtec industries Produces a range of monitor arms for commercial furniture and medical applications. Monitor arms are used increasingly in commercial & medical installations for better ergonomics, increased space saving and increased productivity.

bcs group Its expertise lies in logistics hardware, automation controls and elegant software solutions. A preferred supplier of baggage handling solutions for airports in the Australasian region, BCS is growing to be a major player in the international airports market.

WINNER

F I N A L I STS gmp pharmaceuticals ltd One of New Zealand’s largest privately owned health food contract manufacturers. Producing a wide range of health supplements but also a wide range of customer services. good health products ltd The company has all of the elements that New Zealand is renowned for: pure natural ingredients, Innovation, leading technology, family values. Good Health produces a wide range of natural New Zealand sourced health food products. Jmp engineering ltd Specialises in offering total solutions for robotic palletising. By leveraging

54 EXPORTER

Team from M-Com, celebrating their wins in 2 Categories.

It employs 270 staff in sites including Auckland, Sydney, Melbourne, Brisbane, Cairns, Darwin and Perth and North America.

F I N A L I STS cognition education See under. hansells food group Employing 350 people worldwide, Hansells Food Group is one of New Zealand’s major Food manufacturers, exporting to the UK, Australia, Europe, Canada, Asia, Pacific.

companies around the world since 2004. Sonar6’s stunning graphicsbased approach to performance reviews has won numerous awards.

Endace Hi Tech Exporter of the Year WINNE R m-com ltd Very unusual for one company to win in two categories, attesting to the great impression they made on both sets of judges.

FINALISTS

New image asia Their core business is based on a highly-effective direct selling business model involving around 78,000 people from 14 countries. The health and wellness product manufacturer takes colostrum and turns it into a range of products for all life-stages.

talking tech Services a wide range of major mobile, telecommunications and utility companies through offices in Australia, North America, South Africa and UK. The company’s technology is designed to send interactive voice messages to large customer bases.

TNT Express Emerging Exporter Award

sonar ltd As above

WI N NE R m-com ltd Exports mobile banking and payments enterprise software to banks and other financial institutions. This software is enabling millions of bank customers to undertake all their day-to-day banking via their mobile phone. The platform can be deployed in house or via an SAAS model enabling thousands of bank branches to operate off the same software.

F I N A L I STS senztek holdings ltd Manufactures smart energy management technology. They design, manufacture and market controllers that enable efficient control of energy consumption, primarily in hot water cylinders.

DB Breweries Deal of the Year WINNE R flotech group The judges were impressed by Flotech’s focus on developing clever solutions for challenging gas compression projects. This has secured their largest ever deal - for supply of gas compressors into power generation sites in the Amazon jungle of Brazil. The equipment was delivered on time, on budget and allows the power stations to use high pressure gas rather than diesel, delivering substantial fuel savings.

FINALISTS lomocean design ltd A naval architectural, yacht and boat design company. Lomocean is perhaps best known as a designer of imaginative, high performance boats, such as Earthrace and Turanor Planet Solar. Jmp engineering ltd As above

Baldwins Intellectual Property Consultants & Services Exporter of the Year WINNE R cognition education Has developed from a supplier of support services to New Zealand schools to a mult-imillion dollar enterprise exporting New Zealand educational values and systems throughout Asia, the Middle East and beyond. Cognition has around 400 staff, with a regional office in Abu Dhabi, and is actively exploring new markets in North Africa and South East Asia.

FINALISTS lomocean design ltd As above rangitoto college Judges were impressed that a modest marketing budget yields not only multi million in fees revenue, but a much greater foreign exchange return through expenditure by international students on homestays, entertainment and tourism. talkingtech As described earlier

[eNd]

vnc cocktails ltd Manufactures a premium range of ready to pour cocktails, using only the freshest ingredients and nothing artificial. The ready-to-pour cocktail segment is the fastest growing of the global liquor industry. sonar ltd Sonar6 has provided online performance management and succession planning solutions to

Mike and Karina Kayes – QBE Insurance, John Banks, Mayor of Auckland, Tim Groser, Minister of Trade

EXPORTER 55

global stage EXPORTER LOOKS AT INNOVATIVE NZ PRODUCTS SEEKING A WORLDWIDE AUDIENCE

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Brolly sheet DIANE HURFORD CAME UP with the idea of the Brolly Sheet when daughter Mia started night time toilet training. Everytime there was an accident, Mia had to be moved so the whole bed could be stripped and remade. Most night, Hurford would hit her head in the process as Mia slept on the bottom bunk of the bed. What she found in the market didn’t make for easy bedding to handle at 2am at night; were either too expensive or looked too sterile. So she created a waterproof mattress protector that her children could comfortably sleep on. “When Mia (and then Lewis) had an accident it was quick to pull off and replace with another, seconds rather than minutes, and at 2am that makes a huge difference!” Gone were the days of completely stripping and remaking the whole bed, gone were the bruises from the top bunk! The Brolly Sheet has been a good success. It recently won the Davenports Harbour Lawyers Best Emerging Business Award, impressing judges with its high energy, attention to detail, and understanding of its market. The original design for the waterproof bed protector, which was initially sold at markets and online, has since grown to a range of products sold throughout New Zealand, Australia, the UK and is soon to hit the US market. The Brolly Sheet comes in funky and cheerful colours to match a child’s decor and bedding. They also come in single, king-single and queen size and are easy to wash. Brolly Sheets aims to become the world’s leading provider of waterproof bedding solutions for use in the “home care” market. “The Brolly Sheets story won’t be

56 EXPORTER

stopping here though,” Hurford adds, “as we are continually working on new ideas. We have just added a new solution to our waterproof sheet range with our ‘world first’ ﬂat sheet which is cotton, soft and yet waterproof. It is designed to be used as a top sheet and protects duvets and blankets from getting wet.” More InFo: WWW.BroLLYsHeets.CoM

Blanchett Active Botanicals

BLANCHETT ACTIVE BOTANICALS is a Matakana family-based business making natural and additive-free skincare products. The company’s range of products is made using cold pressed extra virgin olive oil as its main ingredient. Using a combination of pure essential oils, comfrey and calendula infused in olive oil, the company is fast finding fans for its natural products that come with wonderful scents. The products are made without parabens, mineral and synthetic disruptive compounds. Founder Jenny Blanchett-Burton has recently reformatted her packaging to make it friendly for exporting and displayed them at the Gift Fair.

Blunt umbrellas

Lotus seed extract repairs cells at a protein level, promotes skin elasticity, tone and improves the texture of the skin, the company says. Blanchett-Burton says there has been great interest from Asians who are familiar with lotus seeds and white tea extracts. Her White Lotus Spa Collection is a result of months of development leading to a beautiful fragrance combined with the benefits of lotus seed extracts. She says fusing ancient and scared

plants from the East (white lotus & white tea) and the West (olive oil) to produce anti-aging and antioxidation, has led to products which have great qualities. “This first range is a spa range but I also do a skin care range for the face which I will get contract manufactured over the next few months and will export that range as well. I’m so impressed with the lotus seed and white tea extracts that I am now using them in this range.” The family’s property is tucked in a scenic spot where during the summer, a lake full of white lotus greets its owners and in autumn, its olive grove keeps the family busy. More InFo: WWW.BLAnCHett.Co.nZ

THIS PRIVATELY OWNED New Zealand Company recently succeeded in planting a firmer foot in the UK market when it secured a distributor there and is looking for more global distributors. UK sales director Kevin Wheeler says although it is still early days he is very positive and determined that the Blunt range of umbrellas will be as popular here as they are in other countries. “I’ve already been actively promoting it through emailing buyers of all major department stores. We have Amazon.co.uk already requesting it. Their response was ‘We do not require a sample of the Blunt as its reputation has preceded it, and we know its a top quality umbrella’.” Wheeler says another internet-based company, Umbrella World, is also excited about introducing what it calls “the amazing Blunt” into its range as soon as possible with a request for a first stock order.” Beside New Zealand, Blunt umbrellas are already being sold in the US, Japan and Australia. Its Japanese distributor has managed to get its product into iconic Japanese department stores such as Sogo, Tokyu Hands and Seibu. Managing director of MadBlunt Scott Kington says the company has been using different channels to build awareness and markets for its umbrellas. The company has displayed its umbrellas at the New Zealand Trade Centre where it connected and signed on its UK distributor. More InFo: WWW.BLuntuMBreLLAs.CoM

EXPORTER 57

T I K L O O T

E X P O R T E R ’S USE USE FUL TOO LS EXP ORT ERS CAN

Whomever you’re paying, grab a live rate with a BNZ International Payment MAKING INTERNATIONAL payments has never been so dynamic. BNZ’s International Payment system allows you to secure a live rate from the convenience of your desk. Or anyone’s desk for that matter. Being able to make payments online not only lets you make the most of live currency exchange rates, it saves time, money, paperwork and stress. But the key benefits of BNZ’s International Payment service don’t end there. As well as access to live market rates linked to the foreign exchange markets, its streamlined administration eliminates the need for manual processes, reducing the time your staff spend preparing international transactions. What’s more, BNZ International Payments gives you the ﬂexibility to transfer funds and send telegraphic

transfers to and from your Foreign Currency accounts. Remote access allows you to initiate international transactions from any computer with internet access. And because it’s a web-based application you won’t need to install or upgrade software. It couldn’t be easier. And, remarkably, it keeps getting easier the more you use it. Once you’ve saved the recipient’s details with BNZ’s Internet Banking for Business, automatic filing

makes future activity progressively more hassle-free by storing their information. And to keep things in order, a transactional history allows you to track the last 13-months of international transactions. Another great feature is its email notification, which allows you to automatically reassure the recipient that their payment is on its way. And it’s super safe. BNZ provides you with the extra security and confidence you need to bank online, augmenting your own password with their super-secure NetGuard system. So, if you’re making international payments, go to bnz.co.nz/ internationalpayments or call 0800 269 4242 option 3 to find out more. more info: www.bnz.co.nz/ internationalpayments

Chamber of Commerce’s electronic certiﬁcation ELECTRONIC DOCUMENTATION is making a huge impact on the way businesses do their trade documentation and it can help you save time and money. The New Zealand Chamber of Commerce’s electronic certification service allows you to submit your documents online quickly and easily. Your documents will then be electronically stamped and returned to you via email. Not only does this provide excellent efficiency gains, it helps set up an effective filing system for your export

58 EXPORTER

documents. There are many more ways the Chamber of Commerce can help your documentation processes run smoothly. Under New Zealand’s various Free Trade Agreements (FTAs) you may be entitled to preferential access. To benefit you will need to complete and provide specific export documentation to accompany your goods at the port of entry. Your Chamber can help ensure that you’re making the most of Free Trade Agreements. Documentation requirements between various industries and markets

are very different and can be complex. Your Chamber can help you get the right information well in advance, leaving you to focus on the rest of your international activity and growing your business. more info: www.chamber.co.nz or email int@chamber.co.nz

Changes in Entry Transaction Fees ENTRY TRANSACTION FEES will be increased effective 1 October 2010 in line with the increase in GST from 12.5% to 15%, which comes into effect on the same day, according to New Zealand Customs Service. The increased fees will apply to entries lodged with Customs on and after 1 October 2010. An Import Entry Transaction Fee of $25.30 (incl. GST) is payable on: • Every import entry and voluntary entry lodged with Customs • Every simplified import entry for goods with a value of less than $1,000 where the goods are imported on the same craft by a single importer • Every temporary import entry where security is paid in accordance with section 116(1) of the Customs and Excise Act 1996. The Biosecurity Systems Entry Levy (BSEL) of $12.77 (incl. GST) is collected by Customs on behalf of the Ministry of Agriculture and Forestry Biosecurity New Zealand (MAFBNZ) and this fee is added to the Import Entry Transaction Fee to make a total of $38.07. An Export Entry Transaction Fee is charged on every export entry lodged with Customs, including export entries for drawback. The fee is $10.22 (incl. GST) when the entry is for goods being exported under a Customs-approved Secure Export Scheme under section 53C of the Customs and Excise Act 1996, and $14.56 (incl. GST) for other goods. Accounts for export entry transaction fees are sent monthly. more info: www.customs.govt.nz/importers/

NZ aquaculture industry gets $500,000 funding boost NEW ZEALAND’S AQUACULTURE industry has received a $550,000 boost through the Aquaculture Market Development Contestable Fund, administered by New Zealand Trade and Enterprise (NZTE). Four aquaculture companies, Aotearoa Fisheries, Greenshell New Zealand, New Zealand King Salmon, and Pacifica Seafoods have each received co-funding to help them maximise opportunities in key international markets. Dieter Adam, NZTE’s Director of Food and Beverage/Biotechnology, says that the aquaculture contestable fund is part of the Government’s programme for partnering with industry and has been designed to help companies maximise opportunities in offshore markets. “The four projects are largely focused on the development and delivery of innovative products and initiatives in North American and Asian retail markets. These are projects that will each help to further build the profile of New Zealand’s aquaculture industry internationally, and further position us as a leading supplier of high quality seafood products.” Launched in early 2009, the Aquaculture Market Development Contestable Fund is administered by NZTE on a dollar-for-dollar match basis and is available to eligible companies for approved projects. Since it was launched, $1,150,000 in co-funding has been awarded. NZTE will be evaluating the progress and success of each project with the possibility of further funds being available for future projects The fund supports projects that contribute to the wider goals of the New Zealand Aquaculture Market Development Strategy being implemented by Aquaculture New Zealand, with support from NZTE. more info: www.nzte.govt.nz/ or contact dieter adam, director of food and beverage/biotechnology @ 09 354 9066 or email dieter.adam@nzte.govt.nz

Aironaut Customs AIRONAUT CUSTOMS (AIRONAUT) is a privately owned, independent customs brokerage. Aironaut offers personalised services to its clients. It prides itself on being always willing to spend time with clients to ensure all their requirements are met in tariff advisory matters and duty concession applications. Aironaut is also progressive in terms of electronic trading and is connected to customs via the CUSMOD platform. As an independently owned and operated company, the company is always ready to give advice on freight rates and to assist clients in choosing methods of freight forwarding. Aironaut is able to obtain freight rates from various forwarders and then discuss options and service levels that will best suit a company’s needs. Among the services it can provide are: • Expert packing, insurance and shipping of high value works of art, antiques and collectibles for import or export to all destinations • Landed costing reports for every import or export consignment • Checking on clients’ processing status of their clearance • Providing clients real time information so they can establish delivery times to their door • Receiving supplier invoices on disc which can be downloaded onto the system for preparation of clients’ customs entry prior to arrival. more info: www.aironaut-customs.co.nz/

EXPORTER 59

skincare

furniture wool

insulation health products

marine tapware

wines

beers food

jewellery

cosmetics

textiles

LOOKING FOR INTERNATIONAL BUYERS, E N C T R E E·C D TRA EDISTRIBUTORS TRADERS, AGENTS AND NT ND R

.NZ THE NEW Z O EA C.C T L Z

RNATIONA INTE L B OR UY EF

FREE ADMISSION

T H E

N E W

Z E A L A N D

TRADE CENTRE S– ER

CENTRE FOR INTERNATIONAL BUYERS – AUCKLAND

KLAND · W W AUC W .N Text “code” to 710 to learn how to use this

visit: new zealand trade centre, ground floor, 26 albert street, auckland city · web: nzexporter.co.nz ph: +64 9 366 6879 · fax: 64 9 3666 838 · open monday to friday 9am - 5pm · e: laurie@nztc.co.nz 60 EXPORTER

export opportUNities Below are a number of opportunities from recent visitors to the New Zealand Trade Centre. All of the opportunities are available for $200 + GST each. If you are a paying client and display your products at the New Zealand Trade Centre, ALL opportunities are available at no charge.

www.nzexporter.co.nz

All $200+GST each or free to Trade Centre Exhibitors

CHINA

MIDDLE EAST

Shanghai retail opportunity for New Zealand products

Sandalwood oil for the Middle East

This Trade Centre associate from New Zealand has a business contact in Shanghai whom has managed to secure an area of some 640m2 inside the new Walmart store in Shanghai. This space will be for the setting up a retail store. This businessman is known to have a soft-spot for New Zealand (having NZ citizenship) and is looking to stock a wide range of New Zealand products that will appeal to the retail market.

This Trade Centre contact is looking for manufactures of Sandalwood Oil to export to the Middle East. The client advises me that they are interested in any volume, be it large or small as his client will basically take what-ever he has to offer. This contact is based here in New Zealand but is acting on behalf of his buyers based in the Middle East.

AUSTRALIA

QUEENSLAND

Marine Electronics for Tasmania

Bacon, brochette and small-goods for Queensland

This visitor to the Trade Centre from Tasmania, Australia is looking at marine electronics. Currently he is working on a complete rebuild of a 42-foot fishing boat and turning it into a pleasure craft. Of particular interest was monitoring and charging systems.

This visitor to the Trade Centre from Queensland Australia is looking at a range of bacon and small goods to distribute. Of interest to this businessman are producers of brochette, breakfast sausages, bacon, ham and salami. He is also keen to talk to producers of antipasti products such as jerkins, sundried tomatoes etc as these products are good movers from his warehouse as well as the small-goods.

HONG KONG & CHINA

EUROPE

Educational material for Hong Kong & China

Need help breaking down the European barriers?

This visitor shares her time equally between New Zealand and Hong Kong has contacted me again for further assistance. This business lady is now trying to find suppliers of educational equipment. She would prefer something a little off main-stream, not just another learn English teaching system. Having worked in sales and logistical roles in the domestic as well as international markets has armed this lady with all the skills required to be a successful distributor into the Asian markets. This lady speaks ďŹ&#x201A;uent Mandarin and Cantonese as well as perfect English.

This visitor to the Trade Centre recently emigrated from Germany is looking at how she can assist New Zealand companies to gain a profile in the tough European markets. This business lady has a sound background in Sales and Marketing and has an MBA in international marketing combined with extensive experience working with Sales and Trade shows across Europe. She also speaks five European languages as well as English.

CHINA

Radiata logs for Shanghai

Chicken wings and feet for Chinese buyers

This Trade Centre contact, (based here in New Zealand) has a buyer in Shanghai for large volumes of Radiata Pine. His client who has been buying logs from New Zealand for a number of years now has a need to expand his purchasing and in so doing is looking for another sustainable supplier. Their wish is to purchase around 25000-30000 JAS per month long term from this new supplier, however, they are willing to try a smaller amount in the early stages so assure to get the quality assurance they are looking for. It is their intention to then gradually move to 25000-30000JAS per month (one full loaded shipment per month).

This visitor is acting on behalf of a buyer in China who is actively seeking chicken wings and feet. This client is ready to purchase these products now. This contact has an exporting business that distributes in China, Hong Kong and Australia and has been doing so for a number of years.

for more information or a personal introduction, please email, laurie@nztc.co.nz or call (09) 366 6879

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Useful Websites for Exporters GOVERNMENT-RELATED SITES www.mfat.govt.nz Ministry of Foreign Affairs and Trade website. Trade and economic relations information. www.nzte.govt.nz New Zealand Trade and Enterprise (NZTE) is the Government’s national economic development agency. Our job is to lift New Zealand’s economic performance by helping businesses to grown and compete internationally. www.maf.govt.nz Ministry of Agriculture and Forestry. www.customs.govt.nz/exporters Useful information and advice for exporters. www.nzeco.govt.nz /info@nzeco.govt.nz The New Zealand Export Credit Office (NZECO) provides financial guarantee products for New Zealand exporters and banks. Our products help exporters manage risk and capitalise on trade opportunities around the globe.

NEW ZEALAND / INTERNATIONAL ASSOCIATIONS www.aucklandchamber.co.nz The Auckland Chamber of Commerce encourages and supports sustainable, profitable business growth. The Chamber does this by positively inﬂuencing the environment in which businesses operate and through training, advisory services and international trade support. www.uktradeinvest.gov.uk UKTI is able to help companies interested in setting up in the UK by introducing them to agencies and support programmes designed to assist them. www.germantrade.co.nz/services/index.asp NZGBA: German Chamber representative office provides support services to NZ exporters for participation at German trade fairs and/or providing important contacts when setting up business in Germany. www.cilt.co.nz THE CHARTERED INSTITUTE OF LOGISTICS AND TRANSPORT IN NEW ZEALAND INCORPORATED In the 50 years since CILT NZ was formed, which now has an active membership of over 1,000 focusing on improving the quality of Transport & Logistics (Supply Chain). Members obtain industry knowledge though courses, conferences & meetings to benefit and advance our membership and Industry. www.cbaff.org.nz The Customs Brokers and Freight Forwarders Federation of NZ Inc is a national organisation which promotes the interests of all members; assists member companies and individuals working professionally and participating in customs broking and freight forwarding, and is affiliated with the wider transport industry. CBAFF is organised independently of Government by a management executive and initiates discussions with relevant bodies, seeking to develop an environment favourable to our members.

RECRUITMENT www.logisticsrecruit.co.nz Logistics Recruitment are the specialist recruiter for the Import / Export / Freight sector in New Zealand. We have an extensive database of high calibre candidates that will add value to your company. Our rates are competitive and all placements are guaranteed for 90 days. www.teamrecruitment.co.nz Team Recruitment specialise in the logistics & supply chain areas, supplying top quality people from the operational level through to project & senior management for importers, exporters, shipping, international & domestic freight forwarders. “Quality candidates quickly” – this is our purpose & our goal is to deliver this to you wrapped up in outstanding service. Having specialised in this market for 15 years, we have considerable knowledge of the people in these industries, and can add valuable people to your team as your needs arise.

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EDUCATION AND TRAINING www.export.ac.nz New Zealand School of Export is the only provider in New Zealand to offer the internationally accredited Diploma of International Trade. Highly practical and delivered entirely by distance learning with one-on-one personal tutoring – we work with you and your business to raise your game. Course participants have access to our unique online Export Library & Information Service (ELIS) and we offer a range of scholarships – check us out: www.export.ac.nz scm.massey.ac.nz We provide programmes for postgraduate levels and graduate levels. In addition we can provide consultancy and in-house programmes in Logistics and SCM. www.getexporting.co.nz WHK provides expert and practical advice to new and existing exporters and importers. Their specialised export team add insights and value in areas ranging from market entry strategy and planning to budgeting and tax structure. www.ema.co.nz / www.exportnz.org.nz New Zealand’s premier exporting partnership brings you a series of targeted, contemporary, and practical export and international business courses. EMA Learning and Export New Zealand offer workshops in areas such as trade documentation, trade shows, foreign markets and international marketing, plus the Diploma of International Trade (in conjunction with the New Zealand School of Export). www.shortcourses.ac.nz The University of Auckland Business School offers over 200 2-day practical business and management Short Courses each year to provide business and professional people from all walks of life opportunities to up-skill and re-skill. Short Courses also deliver an ever-growing number of in-house courses which are delivered specifically for an organisation, when they want and where they want, with the option to have the courses tailored specifically for that organisation. 0800 800 875. www.ltg.co.nz LTG provides applied, distance qualifications. Prior learning/experience are recognised. LTG specialise in bridging qualifications including the CILT(UK) Certificate and Professional Diploma in Logistics & Transport. www.theicehouse.co.nz/ownermanaged The ICEHOUSE Business Growth Centre, Auckland Join business owners and entrepreneurs becoming globally capable with ICEHOUSE knowledge, tools and contacts. www.nzlogistics.co.nz Manukau Institute of Technology’s New Zealand Maritime School is the premier provider of logistics, shipping and freight training in New Zealand. www.learningpost.ac.nz Learning Post – Study at Your Own Pace at Your own Home. Fit education around your work and family commitments Contact us today for more information 0800895895.

CUSTOMS TARIFF AND FREIGHT CONSULTANTS www.aironaut.co.nz Aironaut Customs is a highly motivated, privately owned, independant customs broker.

WEBSITE DESIGN Zeald.com Zeald.com is one of the fastest growing website design and e-business consulting companies in New Zealand. Our vision is to help small to medium sized companies generate amazing results online using a website and other methods of electronic marketing. Visit www.zeald.com to book your FREE Audit or Consultation www.bka.co.nz When you’re talking to the world, you need a world class website. At bka interactive, that’s what we build. We help our clients connect with the world through their websites. Contact us – www.bka.co.nz

TRADE SERVICES

TRAVEL CONSULTANTS www.chinatravel.co.nz Asia’s 1-stop travel shop China wholesaler.

www.jacanna.co.nz International Logistics Company www.tollpriority.co.nz International Express Courier Nationwide Courier Door to Door Airfreight International. Airport to Airport Airfreight International Domestic Air cargo via Pacific Blue. www.jonesfee.com Pauline Barratt of Jones Fee solicitors, specialises in maritime, admiralty and marine insurance law including: • The international carriage and sales of goods • The law relating to freight forwarders. www.tmnz.co.nz Tax Management NZ is NZ’s original tax payment intermediary dealing with most of the top 200 companies, all of the largest trading banks, and the top four chartered accountancy firms. We can help you too. www.tabak.co.nz Selling businesses is all Tabak does, which allows it to be fully committed to their clients throughout the sales process – from bringing buyers and sellers together and to achieving to a satisfactory.

www.apx.co.nz Atlantic Pacific American Express (APX) offer a comprehensive corporate travel management service to large corporates and SME’s. APX are an American Express Business Travel Partner, offering innovative business travel solutions to increase savings and control over your travel program, including reporting, online booking tools and access to AMEX global corporate hotel rates. www.chinatravel.co.nz The China travel specialists since 1928 China’s 1-stop travel shop with hundreds of offices to provide local support and service on a 24/7 basis .Phone: 0800 CTS 888

MATERIALS HANDLING www.secureaload.co.nz Cargo care products to protect your exports and now the BIG Red Flexitank for bulk liquid. www.liftrucks.co.nz Liftrucks NZ Ltd: Forklift sales and rental from 1 tonne to 50 tonnes. Petrol/LPGas, Diesel, Electric. Warehouse equipment to Container handling. Brands: Komatsu, Still, Hoist. Tel 0800 62606

FREIGHT FORWARDERS

INSURANCE www.chartisinsurance.co.nz As a world leader in insurance, Chartis has been helping New Zealand exporters navigate the ever-changing landscape of risk and confidently pursue their goals since 1970. Our unrivalled global network, across 160 countries and jurisdictions, means we can respond whenever, and wherever you need us.

INTELLECTUAL PROPERTY www.baldwins.com Turn ideas into profit through sound IP management. Whether you’re looking to commercialise, develop, protect or enforce your IP rights call 0800 baldwins. Mention ‘Exporter’ when you call to receive a free consultation with our experts. www.ajpark.com A J Park are the clear leaders in IP. They provide a full range of IP services, including trade mark, patent, and design protection, copyright advice, commercialisation and litigation. www.everedgip.com EverEdge IP provides a comprehensive range of intellectual property related services to corporations, research institutions, individuals and investors with the objective of assisting organisations and individuals to generate and maximise the value of their intellectual property. www.piperpat.com If you need to protect your brand or create a brand, or if you need to know whether you can export your products freely without infringing other protected products or brands, pipers might well be your first stop and not your last hope. www.jaws.co.nz James & Wells Intellectual Property is New Zealand’s most dynamic firm of patent attorneys, trade mark specialists and intellectual property lawyers. Our clever thinking sets us apart in assisting clients to develop and grow their businesses.

www.tnlintl.co.nz TNL International provides seamless, door to door services to meet our customers’ individual requirements. We specialise in offering importers and exporters tailored solutions and not a one size fits all approach, often taken by our competitors

TRADE CREDIT www.atradius.co.nz Company description: Atradius provides trade credit insurance and collections services worldwide with a presence in 42 countries. Its products help protect companies from payment risks associated with selling products and services on credit. www.redwoodcredit.co.nz Specialist trade credit insurance (cover against the failure of a buyer to pay) Broker and consultant.

SHIPPING COMPANIES www.swireshipping.co.nz/web/index.jsp Swire Shipping is New Zealand’s leading multi-purpose liner service connecting New Zealand with Australia, Papua New Guinea, East and South East Asia, North Asia, Noumea and West Coast USA. Services provide extensive port coverage catering for breakbulk, containerised and project cargos

INDUSTRY TRAINING ORGANISATIONS (ITOS) www.tranzqual.org.nz Tranzqual is the Industry Training Organisation (ITO) responsible for setting world-class training standards for the commercial road transport and logistics industry sectors.

PORTS www.lpc.co.nz LPC is the trade gateway to the South Island and a world-class supplier of port services. LPC offers a full array of shipping services to exporters and importers, 24 hours a day, 365 days a year.

exporter is not responsible for the contents or reliability of the websites listed above and does not necessarily endorse the views expressed within them. For more information regarding these listings please contact the listings directly.

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In a perfect world, every business would succeed overseas. Congratulations to the finalists of the 2010 New Zealand International Business Awards.

Successful businesses are known for their innovation and strong leadership. Which is exactly what the finalists of the New Zealand Trade and Enterprise 2010 New Zealand International Business Awards have demonstrated. They’ve pushed the boundaries locally and internationally over a wide range of fields. They’ve thought differently, acted decisively and taken advantage of

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