Introduction,
getting to know you
&
program objectives
Expro 100 Engineering
The Hague November 2013
Agenda
 House Rules
 The ECP
 Program overview
 Deliverables
 Trainers background
 Group introductions and Training Expectations
Expro100 Engineering, November 2013 The Hague
Some house rules
• Scheduling – starting / finishing / being late
• Breaks / Lunch
• Attendance list
• Evaluation Forms
• Email and Smart-phoning
• Organize Rules for Group Work
Expro100 Engineering, November 2013 The Hague
ECP background
CBI's Export Coaching Programs (ECP)
are designed for ambitious entrepreneurs
in developing countries with plans for
exporting to the EU.
An ECP helps to:
 adapt the company and products to EU market requirements
and standards;
 become familiar with EU markets and business practice;
 develop an export marketing strategy;
 export to the EU market;
 consolidate your export position in the EU.
Expro100 Engineering, November 2013 The Hague
Export Coaching modules
Export Audit
Business Audit
and plan of
and action plan
action
Business
Business
development
development
 Assessment SME on competence
for European market entry by
means of an export audit
 Providing expertise regarding the
proces of certification
Certification

Possibility of co-financing
 Plan of action
 Coaching the SME to further
professionalisation of their business
operations
 Regional and Europe:
Market entry
 Realisation of skills and experience
of their marketing concerning both
the regional and European markets
 Realising a sufficient amount of
relevant business contacts
Export
Capacity
Building
5
 Coaching SME to meet European
market demands
 Taking part in trade fairs,
conferences, roadshows and/or
B2B
 Exploring European markets
 Developing an export strategy
Expro100 Engineering, November 2013 The Hague
Business Audit and
Action Plan
•
Result: completed export audit with an action plan based on which the
company understands the steps to take to become a successful
exporter. The export audit forms the starting point for the decision how
the company will further participate in the ECP.
•
Tools:
1. Pre-selection assessment (to determine suitability)
2. Company visit by EU sector expert
3. Company visit(s) by local expert
•
Duration: max. 0.5 years
•
No participation fee
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Expro100 Engineering, November 2013 The Hague
Export Capacity Building
•
Result: company is able to meet European market demands and has
familiarised itself with the European market. Furthermore, an Export
Marketing Plan has been developed. Monitoring takes place through the
Export Audit action plan.
•
Tools:
1. Technical assistance (visits) by local expert
2. Technical assistance (visits) by EU sector expert
3. Distance coaching
4. Export Marketing Seminar (EXPRO) participation,
Rotterdam
5. Orientation visit to EU trade fair (tbc)
•
•
•
Duration: 1-2 years
Participation fee: € 250
EXPRO – contribution to travel cost
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Expro100 Engineering, November 2013 The Hague
Market Entry EU
•
•
Starts: when company has made satisfactory progress
Result: company has gained skills and experience in the marketing of
its products towards EU/EFTA markets. Furthermore, it has established
relevant contact in EU/EFTA markets.
•
Tools:
1. Technical assistance by EU market expert
2. Trade Fair participation / conference participation (3x sponsored)
3. Roadshows
4. B2B activities
5. Assistance in follow-up of contacts (market consolidation)
•
Duration: 3-4 years
•
Participation fee: € 500
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Expro100 Engineering, November 2013 The Hague
Outline of CBI’s Export Coaching Programme
Selection
2013
Export Audit
Export
Marketing
Skills
Technical
Development
ongoing
- 2012-13
-
Export Capacity Building
Market Entry combined with
Effective Follow-up
2013/2014
Market Entry phase
- Product quality
- Trade fair participation (3 max)
- Process control
- B2B Matchmaking
- Market knowledge
- Effective Follow-up
- Export Marketing Plan (EMP)
- EXPRO
Expro100 Engineering, November 2013 The Hague
EU
Trade Fair Selection
Key Issues
1. Select trade fairs according to companies needs/EMP
2. Critical Mass
sectors
number of companies
3. Possibility of collaboration with other agencies
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Expro100 Engineering, November 2013 The Hague
Programme Expro Nov 2013 def. Oct 29
Monday, November 11
08.45–
Registration
09.00
09.00-10.30 Opening address
This is CBI / ECP
Introduction participants
Objectives
Cor Dieleman
10.30–
11.00
11.00–
12.30
Coffee / tea break
4 step Export Marketing
Plan.
(recap e-learning)
EMP in ECP context
MB
12:30Lunch / group photo
14:00
14.00-15.30 EU Market trends and
developments JOE/PL
according to target group
autom/ind.
Tuesday November 12
Wednesday
November 13
Thursday
November 14
Friday November 15 Saturday
November 16
Today's programme
overview
Today's programme
overview
Today's programme
overview
Today's programme
overview
The future of technical
developments, joe/pl
Segmentation/ ProductMarket combination /
Distribution Channels
JOE/PL
08.00 Communication Visit Agritechnica
plan.
Promotional tools
Value Proposition
MB
08.45 – 10.00
Trade fair
participation
Han Leenhouts
Departure for
company visit
EU technical
standards,
norms and
quality JOE
automotive
Idem PL,
industrial
Coffee / tea break
Introduction Process
Control Quality Definitions,
specifications, testing and
certification, overall quality
Staf H.
Lunch
Cultural differences
Eleonore Breukel
15.30-16.00
Coffee / tea break
Coffee / tea break
16.00-17.30 EMP assessment step 1 & 2 EMP assessment step 3 MB
MB
What should be in this step
What should be in these
/ EMP work
steps / EMP work
18.00
Welcome reception
Reception
Coffee / tea break
Request for quotation
Offers / contracts /
General Terms and
Conditions
MB
Lunch
Costing and pricing
Risk management
MB / PL
Packing&Logistic
Today's programme
overview
Return from
Osnabrück.
Coffee / tea break
Wrap up, next steps,
certification
PM/CC/SEE
Lunch in bus
Lunch
13.00 Company visit
in Hengelo
Coffee / tea break
EMP assessment step
Travel to Hannover
Return to Osnabrück
4What should be in this (hotel Osnabrück)ALL
step / EMP work
Company Visit
PL/JOE
EMP Step 1-4 is ready,
incl action plan
Coffee / tea break
Getting to know you
EU markets,
The results of online
meetings and
assignments
Intro & Market
EU markets, trends,
Facts & Figures
Work on the 4 Step
EMP
The future of
technical
developments
Introduction to
Process Control
Developments and control
Cultural Aspects in
cross-border
business
Work on your
company EMP
Risk Analysis
Procuct Market
combinations /
segmentation
Structure and Risks
Distribution
channels / structure
Offers & Contracts /
export costing
Communication
Plan / Value
Proposition
Promotional tools
Preparing for Trade Fair
Trade Fair
Participation /
Behaviour
Company visit
Looking for trends,
innovations
Looking at possible
contacts
Visit Agritechnica
Trade Fair
assignment
Looking for
alternative
application of your
parts & products
Recap of company
visit.
Recap of Trade Fair
visit and
assignment
Wrapping Up..
EMP presentation
The next steps &
Closing Ceremony
The deliverables
At the end of the week you will have written your 4
Step Export Marketing Plan for your company.
On the last day we will ask a number of companies
to give a brief presentation of the method they
followed and the work they have done (in the
preparation and the Expro week)
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Expro100 Engineering, November 2013 The Hague
Introduction of the CBI team
The program manager and your official host
in this CBI Export Coaching Program
Mr Cor Dieleman
Senior Programme Manager:
cdieleman@cbi.eu
Expro100 Engineering, November 2013 The Hague
Introduction of the CBI team
The external sector experts
• Jan Oude Elferink
• Peter Lichthart
The coordinating consultant
• Martin Bitter
bitter@exportant.nl
Expro100 Engineering, November 2013 The Hague
Introduction of the CBI team
Belén Valerio Martinez
Logistics Manager
bvalerio@cbi.eu
questions on your participation:
hotel , invoices, etc..
Expro100 Engineering, November 2013 The Hague
introduction of participants , groupwise….
 Get together in your group and introduce yourself to
your colleagues….
 Name, as you want to be addressed during the week,
 Company name and short summary
of your products
 Export experience
 Age of your company
 Your role in the company
 Your expectations of this seminar
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Expro100 Engineering, November 2013 The Hague
Group work continued:
Your expectations of this seminar
 As a Group:
 Formulate what YOU want as result
or outcome of this week
 write the results on the flipover
chart, bullit wise!
 Take 15 min and report back,
in your group decide who will
present
- the members of the group
- and the Training Expectations
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Expro100 Engineering, November 2013 The Hague