Canada
Jordan Saudi Arabia Caribbean Kenya
Senegal
Oman
Tanzania
South Africa
Empowering Women in International Business Diane Girard President, Global Links Network Senior Associate, TFO Canada
What my Guidance Counsellor told me in Grade 12 “As a Woman – you will have 3 main Career Options”
Teacher
Nurse
Secretary
I Became a Global Entrepreneur Projects in over 50 countries, in past 25 years – – – –
Certified International Trade Professional (CITP) International Trade Facilitation Training and Coaching United Nations, Canadian government, my own business Diane Girard, CITP President, Global Links Network TFO Canada Senior Associate
Exported Products: • • • • •
Vehicles Emergency Relief Eqpt Prefab Structures Medical equipment Mining/Drilling equipment
Exported Services: • • • •
Training and Coaching Management Consulting Marketing Services Project Management
Export Training Programs in 40 countries‌
4.
My First Training Session in Africa (March 2001)
2 Canadian trainers were female Businesses and Government representatives – all male
Did you know… • Women own 1% of the world’s wealth, have a 10% share in global income and occupy 14% of leadership positions in the private and public sector. • Of the 1.4 billion people living on less than $1 a day, 70% are women and girls. • Women do 2/3 of the world’s work, but earn only 10% of the income. • Women produce half of the world’s food, but own just 1% of its land. • Of the almost 900 million adults worldwide who can’t read or write, 2/3 are women. Helping women to export, helps to empower them and helps to generate new wealth for themselves and their families.
Women entrepreneurs around the world face the same challenges • Access to: – – – –
Information Markets Financing Information Technology
• Professional skills: – – – – – – – –
Building confidence Managing time Profile and credibility Setting goals Networking Marketing skills Breaking into new markets Managing People
Similar challenges faced, regardless of region of the world
ACCESS! for Business Women in International Trade Train-the-Trainer Program (2004-2007)
Trainers in Senegal, Mali, Burkina Faso, Cameroun, Tunisia
A Success Story in Indonesia An IETC Coaching Program for Business Women
(2009-2011)
• In collaboration with Indonesia Export Training Centre • Train-the-Trainer + Coaching • 50 trainers/coaches • Over 100 new companies per year in 4 regions
Ready to Export? Do I have a marketable product or service?
How to find opportunities?
When should I travel to my target market?
Where do I start?
Who can assist? My government? My association?
Is my management team committed to exporting? Do we have sufficient resources?
Many new exporters jump into potential markets too quickly, unprepared, and fail.
Learning Methodologies 1. Training
2. Roundtables
3. Individual Coaching
Passive
Interactive
Proactive
COACHING Coach
Exporter
C
E
3
Motivate Guide
Listen
Action 2 1
Options
Challenges
Difference between Training and Coaching Coaching seeks to inspire, motivate and guide an individual in the achievement of a higher level of performance.
T
1.____ 2.____ 3.____
In training, the trainer sets the agenda.
C
1.____ 2.____ 3.____
E
In coaching, the exporter’s needs guide the agenda‌. towards the development of a specific opportunity and achievement of results.
The 3 Stages of Export Preparation STAGE 1
STAGE 2
STAGE 3
PREPARING YOUR BUSINESS
MARKET
MARKET ENTRY
DEVELOPMENT
Export Potential
Market Research
Entering the Market
SWOT Analysis
Marketing Strategy
Completing the Sale
International Business Plan
Promotional Materials
Transportation and Logistics
Month 0-3
Month 3-6 1 year plan
TFO Canada – Diane Girard dgirard@ican.net
Month 6-12
STAGE 1 PREPARING YOUR BUSINESS
Ready to Export! An IETC Coaching Program for Business Women
SWOT ANALYSIS
SWOT ACTION PLAN Strengths
Action Items
Who
When
Weaknesses
Opportunities
Threats
International Business Plan Incorporate the results of your research into your
Your International Business Plan is a living, breathing document that grows as your company grows
FRAMEWORK
Executive Summary
Company Overview
Product or Service
FOR
Market Analysis
EXPORT PLAN
Competitive Analysis
Goals
Marketing Strategy
Implementation
Summary
Purpose
History
Description
Market research
Domestic market
Short-term
Target markets
Key activities
Highlights
Brief description
Vision & Mission
Features & Benefits
Political economic
Foreign market
Long-term
4 P’s of marketing
Key milestones
Key success factors
Objectives
SWOT
Adaptation
Market size
Advantages
Timelines
Product
Budget
Evaluation
Outline of strategy
Management Team
Quality Assurance
Trends
Pricing
Expectations
Place
Human resources
Revenue and expenses
Price
Profit objectives
Promotion
Target markets Results expected
Regulations
Opportunities
Risk factors
STAGE 2 MARKET DEVELOPMENT
Ready to Export! An IETC Coaching Program for Business Women
Market Research The Canadian Market
THE 5’PS
PROMOTION Trade fairs Web promotion Advertising Public relations Promotions Budget
OF INTERNATIONAL
PLACE
TARGET MARKET PEOPLE Clients Supply chain Management team Employees Partners
PRODUCT (or Service) Features/Benefits Branding Quality Adaptation Packaging
PRODUCT
PROMOTION
PEOPLE
MARKETING
PLACE Distribution channels Evaluating distributors Wholesale/Retail Logistics Partners (service sector)
PRICE PRICE Value to buyer Competitive Landed price Payment terms
Fine-tune your Networking Skills
The Elevator Pitch My name……… My organization…. My goal is to…. I would really like to know…
30
0
Strategies for Establishing Credibility Testimonials Presentations Professional qualifications Certification Awards Articles in publications
Media strategy Technology Set up strategic alliances Find mentors Join clubs
Using the Media • • • •
Local and international newspapers Social media Newsletters – print or online Radio interviews
STAGE 3 MARKET ENTRY
Ready to Export! An IETC Coaching Program for Business Women
Building Networks Associations
Government
Chamber of Commerce Sector Groups Events
Committees Advisory groups Policy and Regulations
Networks
Businesses Business to Business (B2B) Business to Consumer (B2C)
Social Networks Sectors Special Interest Groups Diaspora
Partnering Formula = People + Tools + Plan Team Action-oriented
Entrepreneurial
People Skills
Tools
Technology
Products/Services
Plan
Quality Solutions
Support
Ready to Export Program Participants have a “Plan of Action� 1. Train-the-Trainer Program 2. Training and Coaching 3. Development and Implementation of Export Plans
Current Coaching Programme in the Caribbean in collaboration with the St. Lucia Coalition of Service Industries
• 20 companies in Coaching Programme for Exporting “Services” • Mrs. Thecla Deterville, Celestial SelfDevelopment, St. Lucia
SME Roadmap for Exporting Services
Month 1
Month 2
Month 3
Development and Implementation of Export Plan
Month 4
Webinars and Online Coaching
Final Advice • Become active and partner with key organizations like CCAfrica, CAABWA, and others around the world • Establish strong networks within your country • Be specific about your goals and objectives • Focus on implementation – technolofy tools, templates, coaching, online platforms • Focus on results!!!
Thank you Merci
Diane Girard Senior Associate, TFO Canada dgirard@ican.net www.tfocanada.ca