how to become a freelance export consultant - w2l.dkw2l.dk/file/425719/eksportguide.pdf · 4 5 how...
TRANSCRIPT
How to become a freelance export consultant
A guide book for international talents living in Denmark
EntrEprEnEurship in DEnmarkinCuBa science park katrinebjergBygning ii, etage 3Åbogade 158200 aarhus ntlf.: 70 22 01 96www.etniskerhvervsfremme.dkwww.entrepreneurshipindenmark.dkinfo@etniskerhvervsfremme.dk
1322
4
Central Denmark Region
3
published by Entrepreneurship in Denmark
Editorial team:
trine Brøndberg, malene Lykke scharling and mette Boel
Journalists:
trine Brøndberg, Lotte Winkler and marianne Gregersen
photographers: Lasse hyldager, hyldager Fotografi
mads holm, Colourbox.com
Graphic designer and production manager:
Carsten skovlund, designwerk a/s
print: Zeuner – pJ schmidt Grafisk a/s
Edition: 1.000 units
november 2013
the publication is available electronically on www.entrepreneurshipindenmark.dk.
the printed version is also available for free at Entrepreneurship in Denmark/
Væksthus midtjylland while stocks last.
How to become a freelance export consultant
Table of contents
1. PrefAce 05
2. WHy become An exPort consultAnt? 06
3. GettinG stArteD As An exPort consultAnt 08
3.1 Choose relevant sectors 09
3.2 Find a relevant business 10
3.3 Analyse export potential 12
CASE: Dynamic Russian generates Danish exports 16
3.4 Prepare an Export Action Plan 20
3.5 Contact the business 24
CASE: Australian business economist boosts online sale 27
3.6 Pitch your Export Action Plan 30
4. WortH knoWinG About smes AnD exPort 32
4.1 Understanding the DNA of SMEs 34
CASE: Specialist knowledge becomes export success 36
4.2 New export markets 40
CASE: Rumanian teaches Danish export companies Chinese 44
5. free GuiDAnce 48
5.1 Online tools 49
5.2 Export Network 50
5.3 Organisations and associations 52
6. reference list 54
54
How to become a freelance export consultant
The aim of this guide is to inspire you, an international talent living in Denmark, to
start up your own business as a freelance export consultant. According to the Trade
Council, small and medium-sized enterprises (SMEs) seek international talents to
help them export to foreign markets.
With your international background, you know the language and the culture of spe-
cific export markets, and often you know something about how the market is de-
veloping. This is valuable for a Danish SME, which often does not know the cultural
codex or, for example, the negotiation techniques in the market it wants to enter.
In this guide, you can acquire knowledge on how to become a freelance export
consultant and how to help the SMEs succeed in export. Hopefully, you will also
feel inspired by reading the stories about four different and very successful inter-
national export talents. You can read the guide from start to finish or use it as your
reference work.
Your international background is an advantage and our hope is that more interna-
tionals living in Denmark will use their competencies regarding international mar-
kets, export, business development, culture and language - and become freelance
export consultants.
Enjoy your book!
1. Preface
76
Many Danish SMEs are either not aware of the possibilities that exist for them to enter foreign export markets or they do not have the right competencies or resources in-house to take the necessary steps. By offering your assistance as an export consultant, both you and the SME can benefit from the partnership.
It can be a great opportunity for you and the businesses which you cooperate with
to enter specific export markets if you believe that you have the right skills and
knowledge to become an export consultant and that you are ready to start your own
business.
ADvAntAGes of stArtinG An exPort consultAncy:
• Youwillbeabletouseyourcompetenciesreinternationalmarkets,export,
business development, culture and language
• YouwillhavetheopportunitytocooperatewithDanishbusinessesandbecome
part of the Danish business community
• SMEsoftendonothavetheresourcestohireafull-timeconsultant.Becoming
a freelance consultant gives you the chance to demonstrate your skills, earn
money and become a close business partner of the SME. The business might
then be open to the possibility of entering certain export markets, since you are
providing expert knowledge without them having to take on a full-time employee
As a foreigner, you know the language and the culture of specific markets, and often
you also know something about how the market is developing. This is valuable for
an SME, which often does not understand the cultural codex or, for example, the ne-
gotiation techniques in the market which it wants to enter.
However, you also need to sell your knowledge, identify the opportunities which are
open to the SME and address the business’s other demands. But if you succeed,
you and the SMEs can develop a fruitful partnership that will benefit everyone con-
cerned. ✻
2. Why become an export consultant?
98
Setting yourself up as an export consultant to make a living from your services is a lengthy process. The following six steps will help you to get started as an export consultant.
3. Getting started as an export consultant
YoucanstartbystudyingthesectorsinwhichDanishexportbusinessesarealready
excelling. Then look at market opportunities in the market which you know about
thanks to your education and background.
Denmark holds a strong position in markets within the following sectors:
•Building,constructionandarchitecture
•Environmentandenergy
•Health
•Foods
•Furniture,design,fashionandtextiles
•IT
3.1 choose relevant sectors
1110
AttenD Public eventsOne obvious possibility is to try and meet businesses at public events. This you
can do by looking up and contacting the local business services office, industrial or-
ganisations, innovation projects, educational institutions, associations etc. for pro-
grammes, guidance and talks about the subject. Many conferences are held around
Denmark where businesses and potential exporters are able to participate and hear
more about new growth markets and develop their networks.
use PrivAte AnD sociAl netWorksPerhaps there are people in your own network who have contacts with relevant bu-
sinesses. Try using LinkedIn, Facebook or other social media as networking tools.
contAct business DirectlyLast but not least, you can, of course, contact a business which has aroused your in-
terest directly to learn more. However, it is important that you are well-prepared and
clear about the questions you want to ask as it is imperative that you create a good
first impression. The damage done by a badly prepared and incoherent interview
cannot be repaired. ✻
cHeck tHe “GAzelle” comPAnies the businesses named ‘gazelles’ by the Danish business daily ‘Børsen’, are companies iden-
tified as belonging to Denmark’s growth elite. read more about Børsen’s gazelle prize at the
website.
keeP An eye on tHe business Once you have decided which business or businesses to focus on, it is important to gather
as much information as possible about their export potential. One way of establishing export
potential is by compiling all available knowledge from the internet and keeping an eye on the
business in the media and on its website. is the business growing, in decline or stagnating,
and what is its future strategy for growth?
3.2 find a relevant businessThe next step is to identify one or more businesses which you want to win as clients once you are ready to start up as an export consultant. There are several ways of finding one or more businesses with which to work in the export markets.
1312
3.3 Analyse export potentialOnce you have chosen the business you want to work with, you should analyse its export potential. Map out its motives, readiness as well as its strengths and weak-nesses in relation to export.
1514
In analysing the export potential of the business, you can address the following topics:
• Exportmotive
• Exportreadiness
• SWOTanalysis
exPort motiveAbusinessmayhavemanygoodreasonsforwantingtoexport.Youcanclarifyits
motives by asking yourself the following questions:
• Isthebusinessalreadyexporting,andtowhichmarkets?
• Doesthebusinesshaveaproactivereasonforexporting,anddoesthebusiness
haveastrongdesiretoexporttonewmarketsandgeneratefurthergrowth?
• Orisitsmotiveforexportingmorereactive,andhasthedesiretoexportarisen
aspartofadefensivesurvivalstrategy?
• Arethemotivesbornofinternalorexternalfactors?
Once you have narrowed down the business’s export motive, your analysis can take
a close look at how ready the business is to start exporting its products and services.
exPort reADinessAnalyse the business’s export readiness. Does the business have what it takes to
startexportingtoanewmarket?
Export readiness depends, among other things, on:
• Themanagement’scommitment
and experience with exports
• Knowledgeofexportprocedures.
Does the business already engage
inexporting,orisitanewactivity?
• Languageskills
• Capitalstructure
Whereyoudiscovergapsinyouranalysismaybewhereyou,asafreelanceexport
consultant, are able to offer the business your expertise.
strenGtHs– in tHe business
For example:
• Goodlanguageskills
• Goodproductandbusiness
concept
• Healthyfinancesandpositive
bank
• Businesspartners
• Competentemployees
• Goodcontactsabroad
WeAknesses – in tHe business
For example:
• Noexportknow-how
• Limitedlanguageskills
• Aproductwhichisnottailored
for export markets
• Pooreconomy
• Limitedcontacts
• Lackofresourcesand
know-how
oPPortunities – externAl
Opportunities may arise from:
• Newgrowthmarkets
• Newlegislationintheexport
market
• Newtrends
• Competitorsdyingout
• Networks
• Timing–positiveeventsin
the export market
tHreAts – externAl
threats to business opportunities:
• Stricterlegislationonthe
export market
• Newtrends
• Newcompetitorsorproducts
• Collapsingnetworks
• Supplierterms
• Timing-negativeeventsin
the export market
3.3 Analyse export potential Do A sWot AnAlysisAfter having analysed the business’s motives and export readiness, it is a good idea
todoaSWOTanalysisofthebusiness’sexportpotential.Findasmany‘opportuni-
ties’aspossible.Alsofindafew‘weaknesses’whichyoucanhelpthebusinessad-
dressinyourcapacityasaconsultant.Yourcredibilitymaysufferifyoudon’tpresent
a number of challenges for the business and for your collaboration. However, it is a
very good idea to be able to present a solution to these challenges.
Don’t expect to be able to do a complete SWOTanalysis fromhome, but instead
finish the analysis in collaboration with the business when holding your meeting
with them. This will give you and the business a much better understanding of your
respective approaches and whether the two of you will match. ✻
IndoingaSWOTanalysis,considerthefollowing:
Whenofferingyourservicesasanexportconsultant,itisyourtask to map out the business’s export potential. Then you can present your analysis and more easily persuade the business of the advantages of working with you as an export consultant.
1716
cAse: Dynamic russian generates Danish exports
Svetlana Gertsen has in a very short space of time helped a number of Danish businesses succeed with ex-port in the Russian market.
1918
In 2011, Svetlana Gertsen, a Russian,
started her business 2gether Consult
International. Here, as an inter-cultur-
al business consultant, she helps Dan-
ish export businesses to break into the
Russian market. For her first client she
produced a market survey. According
to Svetlana, many consultants are good
at doing market surveys, but that is not
enough:
“It’s one thing talking about Russia, but
quite another to execute and generate
business for companies,” says Svetlana.
Svetlana helps businesses on their way
by forging business contacts and organ-
ising trips to Russia so that her clients
gain a solid foothold in the Russian
business community rather than simply
getting their knowledge from the market
analysis.
DenmArk is A ‘Diy’ countrySvetlana was born and grew up in Latvia,
and she subsequently moved to Russia
to study economics, management and
trade. In 1998 she met her Danish hus-
band and moved with him to Denmark,
where she now lives in Svendborg on
southern Funen with him and their chil-
dren. Given her familiarity with several
cultures, she is able to bridge the divide
which, according to Svetlana, invariably
arises between the Danish and Russian
markets.
As an inter-cultural business consultant,
Svetlana often acts in a problem-solving
capacity for businesses who have made
the leap into exporting without really
knowing the Russian market or business
culture.
“As a nation, Denmark takes a DIY ap-
proach, and wants to start exporting
without having first consulted an ex-
pert,” says Svetlana with a smile.
One question which may crop up is what
is understood by an agreement. Danes
often make a bit of an abrupt entrance
and quickly get down to talking busi-
ness. For Russians however, it is very
important to forge relations and look at
personal chemistry before entering into
business agreements. However, once
you have won a Russian’s confidence,
the business will inevitably follow. And
sometimes far faster than Danes might
expect.
exPort triPs to russiAAs an export consultant, Svetlana is
more than just a trouble-shooter for
businesses which have thrown them-
selves prematurely into exports. She
also encourages businesses which are
thinking about exporting but which are
cautious about the Russian market be-
cause they lack the necessary knowl-
edge – or courage.
Svetlana’s newest and most successful
consultancy service is ‘Business Trips’
for businesses considering starting ex-
ports to Russia. Once a month, 2gether
Consult International invites businesses
to join a trip to a relevant growth region
in Russia. Thus, Svetlana often paves the
way for potential partnerships between
Russian and Danish companies.
success founDeD on HArD GrAftToday, Svetlana is able to make a liv-
ing from her business, and she now
has clients within several sectors such
as foods, the environment, agriculture,
fishing and clean tech. A situation which
has not just happened overnight. She as-
cribes her success to a lot of hard work.
For the first time since she started her
business in 2011, she is now able to take
two consecutive days off. For the first
few years, Christmas, Easter andWhit-
sun were not holidays for her, but rather
exciting working days at 2gether Consult
International. Svetlana is passionate
about her work, and she loves the inde-
pendence of having her own business.
AWAre of oWn comPetencies AnD limitAtionsSvetlana has business experience from
Latvia, Russia and Denmark, and holds
degrees in economics and management
from universities in both Moscow and
southern Denmark. Even though Svetla-
na is highly qualified, she works closely
with various experts who supplement
her own services , for example in Rus-
sian and Danish law and in interpreting.
“As an export consultant, it is important
to know your own competencies and to
recognise your professional limitations.
In addition to your professional compe-
tencies, you are selling credibility and
the ability to forge relations and alli-
ances between people and between two
countries,” says Svetlana.
russiA WAitinG for DAnisH smesexPortsThe Russian economy is growing, and
the market is just waiting for Danish
SMEs to get themselves together and
make the leap. According to Svetlana,
they must not worry about whether they
are big enough, as even some of Den-
mark’s biggest companies are, from a
Russian point of view, also small with
promising export potential.
“Danish SMEs are on the verge of start-
ing exports to Russia. They must make
their move NOW!” says Svetlana Gert-
sen. ✻
svetlAnA Gertsen’s ADvice to entrePreneurs WAntinG to estAblisH tHemselves As exPort consultAnts:
• Haveconfidenceinyourabilitiesandlistentoyourintuition
• Beopentobusinesspartners–themoremusclethebetter
• Youmustfeelcommittedandenjoyyourworkassuccessrestson
your own drive
• Havevisions,thinkintermsofnextstepsandcreateauniqueoffer
• Followyourdreams,andifyoustumble,pickyourselfupandcarryon
cAse: Dynamic russian generates Danish exports
2120
3.4 Prepare an export Action Plan
It may be a good idea to prepare a short-term Export Action Plan setting out key steps, milestones and objectives which you can present to a business that wants to start exporting its products or services.
2322
3.4 Prepare an export Action PlanSmall and medium-sized enterprises often do not have un-limited resources to spend on market surveys and strategies. Yourexpertiseandknowledgeaboutthemarketinquestioncan therefore be extremely valuable for the business. Prepare an Export Action Plan, which clarifies for the business what it takes to start exporting.
exPort Action PlAnAn Export Action Plan is based on a market analysis, and may, for example, be a
plan for implementing a marketing strategy, a financial analysis or a logistics plan.
Divide the Export Action Plan into several phases, for example:
1. validation phase
2. test phase
3. implementation period
One way of identifying overall objectives for the three phases might be to complete
the template below. In doing so, you will be forced to consider and map out the mi-
lestones, action steps, challenges, expectations results and methods for measuring
the results. ✻
MArkeTSTrATeGY/tasks specified in a marketing plan
miLEstOnEs
Define milestones and schedule for each action step
aCtiOn stEp
What needs to be done to realise each strategic milestone?
ChaLLEnGEs
Define all potential challenges and describe how to tackle
them
EFFECt/rEsuLts
What outcome is expected of each action step?
mEthOD FOr mEasurinG anD mOnitOrinG
Describe how you will test and monitor results
example of an Action Plan for a marketing strategy
Use yoUr comPeTencies and Work WiTH oTHersin your export Action Plan, it is important to take account of your own competencies
and limitations. if you or the business do not possess all the professional competencies
which are necessary, find relevant partners who will be able to contribute expertise
as required. for example legal experts, communication consultants, interpreters etc.
Be THere in Personif possible, ask to have an office space made available to you at the business premises
while carrying out your analyses for the export Action Plan. All the relevant persons
whose knowledge about the business and its products you need will then all be within
arm’s reach. this greatly facilitates the process, and thus costs the business less.
FocUs on sWiFT resUlTs and a sHorT-Term Plan most smes want to see fast results, and it may therefore make sense to produce a
short-term action plan. Prepare the plan so that the business is able to see, within the
next 8-9 months, the potential associated with exporting its products and services.
phasE VaLiDatiOn tEst impLEmEntatiOn
3.5 contact the businessIt is very important that you understand the business’s culture, and target your communication accordingly when contacting the business with a view to presenting your ideas as an export consultant. It may also be use-ful to have an idea of how long you need to wait before following up on your first email. Follow the advice below when contacting a business for the first time.
2524
emAil/sAles letter bAseD on tHe AiDA moDel. Yourfirststepistowriteanemailinwhichyoupresentyourexportproposalwitha
view to following up by telephone. Tailor your language to the style which the busi-
ness signals on its website. Are you writing to highly qualified individuals, or more
down-to-earthtypes?Youremailwillbecompetingwithmanyothers.In the email, say
when you intend to follow up by telephone, and stick to this date. Do not expect the
business to call you – it is up to you to take action.
The AIDA model will help your email to stand out and ensure that it is read:
THe aida model
attention.Inourmedia-filledworld,youneedtobequickanddirecttograbpeople’satten-tion. use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents.
interest. Thisisoneofthemostchallengingstages:You’vegottheattentionofachunkofyour target audience, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail? Gaining the reader’s interest is a deeper process than grabbing their attention. they will give you a little more time to do it, but you must stay focused on their needs. this means helping them to pick out the messa-gesthatarerelevanttothemquickly.Sousebulletsandsubheadings,andbreakupthetextto make your points stand out.
desire. the interest and Desire parts of aiDa go hand-in-hand: as you’re building the rea-der’s interest, you also need to help them understand how what you’re offering can help them in a real way. the main way of doing this is by appealing to their personal needs and wants.
action. Finally, be very clear about what action you want your readers to take; for example visit our website of more information, or i will contact you on a specific date rather than just leaving people to work out what to do for themselves.
kilde: www.mindtools.com
folloWinG uP by PHoneThe next step is to follow up by telephone; here you need to be ready to describe
your idea in more detail. The purpose of the email and the follow-up phone call is to
be able to take the third step, i.e. schedule a personal meeting, which gives you the
opportunity to explain your idea and sell your competencies.
elevAtor tAlkItisagoodideatoprepareaso-called‘elevatortalk’,whichyouwilloftenneedfor
network or spur-of-the-moment meetings. The elevator talk is an ultra-short sales
presentation of yourself and your business which you give when you meet someone
from an SME who might be interested in your export assistance.
2726
ImaginethatyoumeetsomeonefromtheSMEinanelevator,andsheasks:“What
doyoudo?”Sheisgoinguptothethirdfloor,givingyouonly30secondstoclearly
explain your work. The message must be so clear and unambiguous that the listener,
on stepping out of the elevator, says: “That’s just what I need. Give me a call so you
can tell me more about it.”
PersonAl meetinGPrepare thoroughly for the interview. Have your elevator talk ready so that you can
quicklyandsuccinctlypresentyourselfandyouridea.BringalongyourSWOTana-
lysis, ideally adding the finishing touches to it together with the person you are me-
eting.Youneedtobeabletopresentsolutionstoanyweaknessesandthreatswhile
talking about all the opportunities and strengths you see for the business and your
collaboration on establishing exports to new markets.
Yourpersonalappearancewillhaveastrongbearingonwhetherornotyousucceed
in selling yourself and your idea. During the first 10-20 seconds, the person you are
meeting will have formed an impression of you and thus your services. Remember
that you are communicating both verbally and non-verbally.
Perhaps use your network of Danes who are experienced with Danish business cultu-
re as a sounding board on your communication with the business. Address the needs
of the business, and openly present your competencies, your experience and your
commitment as a freelance export consultant. ✻
elevAtor tAlkYour30-secondelevatortalkshouldcoverthefollowing:
• Whoyouare
• Yourpotentialclients
• Whichconsultancyservicesyouoffertoexportbusinesses
• Theresultsyouhavepreviouslyachievedforotherbusinesses
• Whatvalueyoucangivethepotentialclient
cHecklist
• Find out about the business and what the business needs
• pay attention to your body language
• avoid using technical terms and expressions out of context
• Be positive and smile. this conveys self-confidence and inspires trust
• Dressappropriately.Theclassicexampleisthechoicebetweenasuit or a pair of jeans. at the end of the day, you should wear what feels most comfortable.
• Finally, remember to switch off your mobile phone.
cAse: Australian business economist boosts online sale
HannahWest´smissionistogivepeopleallaroundtheworld online access to Danish designed products and to create growth in Danish companies.
2928
That’stheopinionofHannahWestwho
moved from Australia to Odense in Oc-
tober 2011, because her Australian boy-
friend was offered a job as a researcher
at the University of Southern Denmark.
Because of that, she has decided to help
Danish companies sell their products
online. In July 2012, she received her
own CVR number (Business Registration
Number), which marked the launch of
her company Scale Angel.
Hannah has previously lived in France,
USA and Singapore, where she took a
Master in Finance.When her boyfriend
accepted the job offer in Denmark she
was ready for new adventures, so she
left her job as a business analyst “down
under” and moved across the globe with
her boyfriend.
“Of course it is uncertain to leave your
job for nothing. But moving to Denmark
has given me the chance to find out what
I’m very passionate about, and that is
running a company”, says Hannah who
grew up in a family of entrepreneurs.
better Access to DAnisH ProDucts”As soon as I arrived in Denmark, it
struck me how many fabulous products
there are. Danes are really good at de-
sign and innovation, but it surprised me
how little of this is sold globally”, says
Hannah.
“I found out that only 20 % of the small
Danish enterprises sell their products
online and only 10 % attempt to sell it
internationally. My mission is to give
people all over the world access to the
products online, and at the same time
create growth in Danish companies”, she
says.
And Hannah is well prepared for the
mission with an education in Business
Economics and experience in manage-
ment consultancy and financing from
the Australian company Macquarie
Group. For six years, she has also wor-
ked with websites and online marketing
strategies for companies. She now uses
this experience in Denmark.
Besides developing an online sales plat-
form for companies, Hannah and Sca-
le Angel are also forming partnerships
with companies she finds interesting to
contribute to with her expertise in finan-
cing and strategic counselling.
mentor becAme PArtnerThefirstcompanyHannahWestbecame
a partner in was Besos.dk. They sell ex-
clusive scarves online in both Denmark
and abroad. The company was started in
cooperation with Danish Helle Sæthre,
who used to be a mentor for Hannah.
Helle Sæthre had a plan to establishing
a webshop, and Hannah was looking for
a local partner with interesting products,
which she could sell online. And the
two women agree that they are a great
match. They are now partners and no
longer mentor and mentee.
In September they started the company
Besos.dk. The name means kiss in Spa-
nish, and they chose it because they
think a beautiful scarf is like a kiss. It
makes you feel good and keeps you
warm on the coldest day.
Besos.dk will not be Hannah’s last com-
pany based in Denmark. The proactive
Australian woman is already negotiating
to become a partner in another com-
pany.
imPresseD by offers for entrePreneursHannahWest is impressed by the help
she has received, both before and after
she became an entrepreneur.
“It is amazing that such a small country
as Denmark has so many good things to
offer entrepreneurs and budding entre-
preneurs. It is amazing. I have participa-
ted in a lot of courses and conferences
with great profit, “says Hannah. ✻
Denmark swarms with great design, but the design compani-es neglect to sell the products online both inside and outside the country borders.
cAse: Australian business economist boosts online sale
HAnnAH’s ADvice for entrePreneurs• Don’tworryaboutwhetherornotyouhavetheperfectbusinessidea.Concentrateon
carrying out your own idea.
• Itiscrucialthatyoubelieve110%inthesolutionyourbusinessoffers.Otherwiseyou
can’t make it through hard times, because challenges, setbacks and criticism will ap-
pear. Especially if what you offer is different from anything else.
• Don’twaitfortheperfecttimetolaunchyourcompany,becausethereisneveraper-
fect time! Forget the excuses and get started.
3.6 Pitch your export Action Plan
It is important that you carefully consider how to pitch your Export Action Plan to a business. In the case of a short, spur-of-the-momentmeeting,an ‘elevatortalk’ isrelevant,whilea‘pitch’ismoreappropriateandvaluableforalongersalesmeeting.
3130
Theword ‘pitching’stems frombaseball,where thepitcherkicksoffplayandde-
termines what the other players do. This is what you need to do as an independent
freelance export consultant when selling your export idea to the business. Pitching
is also useful as a way of building on and developing an elevator talk.
PitcHinGThe pitch is used to present your Export Action Plan in greater length at a scheduled
business meeting. A successful pitch holds your listeners’ attention and keeps them
interested.Youmustbuildarelationship,engendertrustandshowthatyouarepart
of their team. ✻
five fActors tHAt cAn HelP to creAte A GooD PitcH for your exPort iDeA
1. Be specific: Explain exactly what you have to offer. perhaps take a
look at the areas where Danish smEs seek export assistance
2. Be visual: make a visual presentation of the plan and show the
business how it can boost revenue by exporting to a new market
3. Besuccinct:Youneedtobefocusedtoholdyourlisteners’attention
4. instil confidence: as an export consultant, you are basically trying
to point the business in a new direction. Convince your listeners, so
the smE feels confident in trying something new.
5. Focus on results: talk about your results and practical experience
with exports or the particular market which is relevant for the
business.
3332
Before starting up as an independent export consultant, there are some important areas which are well worth stud-ying in detail beforehand. Read about export barriers for small and medium-sized enterprises and export markets.
4. Worth knowing about smes and export
3534
tyPicAl cHArActeristics of DAnisH smes: • Smallandversatileorganisationswithconsiderableflexibilitywhere
everybody does everything
• Oftenstartedasinnovativeentrepreneurialbusinesses
• Lowerdegreeofformalsystemsandstructures
• Informationisofteninformalandadhoc
• Oftenfewerresources
• Expectationofpositivereturnintheshortterminordertosurvive
• Ownerofteninvolvedinrunningthebusiness
• Managersoftenhavetoperformseveralroles
• No/fewhighlyeducatedemployees(specialists)
• Limitedlanguageskills(overandaboveEnglishandGerman)
• Oftenrecruitvianetworksandpersonalrecommendations
internAl bArriers: resources AnD ProDuctThe internal barriers to export for SMEs often stem from a lack of financial resources
and access to financing. As a freelance export consultant, you can therefore offer
and sell your services as a flexible solution which the business is not bound by in
the long term.
For some businesses, the product they want to export is tailored exclusively to the
Danish market and not, as yet, to international markets. It is therefore worth finding
out whether the product is ready for export, or advise on what the business should
do to adapt it to the export market in question.
A business may also lack adequate legal or technical know-how, and therefore you
can provide guidance within these areas in relation to specific export markets.
externAl bArriers: culture, lAnGuAGe AnD lAWIt is also important to consider the external factors which have a bearing on whether
the business is ready to export. As an export consultant, you are able to advise the
business on:
communicAtion WitH DAnisH businesses
it is very important that you understand the business’s products, identity and culture and
then target your communication accordingly. use your network of Danish contacts who are
experienced with Danish business culture as a sounding board with respect to your commu-
nication with the business. acknowledge the business’s needs, and apply your competen-
cies, experience and commitment as a freelance export consultant.
4.1 understanding the DnA of smes
• Legislationintheexportcountry
• Technicalbarrierstotrade(requirementsretesting/certification/approvals)
• Customsdutiesandbordercontrolforoverseasmarkets
• Geographicalandculturaldifferences
• Largertravelandshippingcosts
• Foreignbusinessculturesandlanguages
• Bureaucracyandcorruption
smes seek exPort AssistAnceAccording to the Trade Council, SMEs are seeking help with their exports within the
following areas:
• Identifyingrelevantmarkets
• Marketandcompetitoranalyses
• Clarifyingtradepracticesanddistributionandsaleschannels
• Partnersearches
• Marketingintheformofparticipationinjointexportdrivesandtradefairs
• Establishmentabroad
• Recruitmentabroad
As an experienced freelance consultant with strong competencies, networks and bu-
siness acumen, you will definitely be able to offer your assistance in some of the
above areas and open the doors to new growth-generating markets. ✻
To sell your services as an export consultant, it is well worth knowing what characterises Danish small and medium-sized enterprises (SMEs), which face both internal and external barriers to export.
3736
cAse: specialist knowledge becomes export success
After a short study trip to Denmark, Jean-Marc Ferran, a French-Lebanese, has now started a family and estab-lished his own business in Copenhagen with customers in six European countries
3938
In only three years, Qualiance has built
up a solid portfolio of customers in Den-
mark, Sweden, Switzerland, Belgium,
France and Germany.
“I’ve hit a growing market, and I see
good prospects for my business in fu-
ture,” says the entrepreneur.
feW montHs becAme yeArsJean-Marc Ferran grew up in France in
a Lebanese family. In 2001 he came to
Denmark to complete a Master’s degree
in computer science and applied mathe-
matics with a semester at DTU, Technical
University of Denmark, in Lyngby near
Copenhagen.
Originally, his plan was to only spend a
few months in Denmark, but he has now
been here for 12 years.
“The Danish company which I wrote
about in my thesis offered me a job
when I finished my degree, and I thought
‘Whynot?’”,hesays.
Later, he started working as a statistician
atNovoNordiskA/S, beforemoving toa
position as Director of Statistical Program-
mingwithFerringPharmaceuticalsA/S.
Perfect timinGAfter eight years in good jobs in Copen-
hagen, he took the plunge in 2010 and
became self-employed.
“I had reached a point where I had plenty
of experience and a strong network, and
it was a good age to start up on my own.
If I was ever going to do it, it had to be
then,” he recalls.
The desire to have his own business just
came suddenly. Jean-Marc Ferran’s busi-
ness concept is based on the same tasks
that he was performing at Novo Nordisk
and Ferring, but as a self-employed per-
son he can be involved in several paral-
lel projects while further developing his
competences.
The idea had to be put to the test, and
during the start-up phase he sought ad-
vice from Copenhagen Business Service,
which also helped him find the right law-
yer and accountant.
internAtionAl APProAcH from tHe outset“Right from the outset, I wanted
Qualiance to be an international busi-
ness. It seemed perfectly obvious with
my background,” says Jean-Marc Ferran,
who speaks fluent French and who has
also been speaking English at work for
more than ten years. Moreover, he has
a strong network within the industry in
several European countries, which has
been a big plus in setting up an export
company.
The price he has paid for his entrepre-
neurial success has been lots of hard
work. According to Jean-Marc Ferran, he
has never worked as many hours as he
is working at the moment, totting up be-
tween 60 and 80 hours every week.
“But I have not regretted my decision for
a second,” he says.
Through his extensive network, Jean-
Marc Ferran recruits experienced pro-
ject employees when he needs help with
large jobs. Likewise, there are periods
when he is able to help others. Soon,
Jean-Marc Ferran will again need to
bring in outside resources because the
work is piling in, and at home a little
baby is on the way.
“I need to find a different work-life bal-
ance, and it will be a challenge,” he admits.
excellent locAtion in coPenHAGenJean-Marc’s girlfriend is from Lithuania,
and the international couple have no in-
tention of leaving Denmark.
“There is a strong pharmaceutical indus-
try here, which is why Qualiance is so
well located in Copenhagen,” says Jean-
Marc Ferran.
“Moreover, it’s easy running a business
in Denmark. I get the impression that
there would be quite a bit more bureau-
cracy if I wanted to start a business in
France. And even though income tax is
high, corporation tax is actually compet-
itive relative to other European coun-
tries,” he says. ✻
cAse: specialist knowledge becomes export successJean-Marc Ferran has created an export success. His compa-ny Qualiance Aps offers statistical programming and clinical data management for pharmaceutical companies of various sizes, and his customer base is constantly growing.
4140
4.2 new export marketsNew global markets offer considerable unexploited ex-port potential. Help businesses to move beyond Europe-an borders and enjoy success on new markets in growth countries and cities.
4342
As an export consultant, you are in a position to help Danish businesses based on your
expertise within well-known, new, small and large markets. Danish businesses prima-
rily trade with customers in neighbouring countries but, with an export consultant on
board with the right network and export acumen, they can take their products overseas.
tHink GlobAllyAccordingtothebook‘Standingonthesun:HowtheExplosionofCapitalismAbro-
adWillChangeBusinessEverywhere’ publishedby theHarvardBusinessReview
Press, the global economy will see dramatic changes within the next 30 years. Today,
western economies account for 75 per cent of global GDP – in 2050 this figure will
be just 32 per cent. Thus, there is considerable potential in taking a more global
approach to SMEs’ export strategies.According to the Trade Council, world affluence
has also shifted. New markets such as Turkey, Indonesia and Mexico are lands of
opportunity for Danish SMEs.
GroWtH AnD mArket oPPortunitiesThe new markets are the so-called BRICS countries, to which an increasing number
of Danish businesses are exporting:
• Brazil
• Russia
• India
• China
• SouthAfrica
According to the Trade Council, it would also be beneficial for businesses to draw up
astrategyinrelationto‘Next11’,whicharecountriesshowingsignsofgrowth.These
countries are:
• Turkey
• SouthKorea
• Bangladesh
• Egypt
• Philippines
• Nigeria
• Indonesia
• Vietnam
• Mexico
• Pakistan
• Iran
DenmArk’s key exPort mArketsMany Danish businesses are cautious in relation to exports. Seventy-five per cent
of Danish trade is with other EU countries, by far the majority with our neighbouring
countries. The following is a list of Denmark’s top ten export markets:
1. Germany
2. Sweden
3. UK
4. Norway
5. USA
6. Netherlands
7. France
8. Italy
9. Poland
10. China
metroPolises As exPort mArketsMarkets can be restricted to a single growth metropolis. According to the Trade
Council, there are 440 growth cities worldwide. Most of these are found in China and
India, but the following count among the largest growth cities elsewhere: São Paulo,
Moscow, Mexico City, Istanbul, Lagos and Dhaka. In Europe, London, Munich and
Stockholm are worth mentioning.
A general rule of thumb is that all cities with a population of more than 1 million
people represent a good market for Danish businesses. ✻
uP-to-DAte mArket informAtion
in the report ‘Winning the $30 Billion Dollar Decathlon – Going for Gold in Emerging
markets’, mckinsey & Company describes which 440 large cities will see huge growth in
future.
the trade Council regularly prepares detailed export market analyses.
4.2 new export markets
4544
cAse: rumanian teaches Danish export companies chinese
WithauniversityeducationinChineseandnineyearsof work experience, Rumanian Oana Hansen is commit-ted to teach Danish business people how to manage themselves in China.
4746
Many Danish companies have an inte-
rest in export to China and Oana Hansen
is offering them her help.
Inhernewlystartedbusiness,“Kinesisk
KursusAarhus”,Oanateachesbusiness
Chinese. Besides teaching the partici-
pants the language, the courses also
include an introduction to the Chinese
business culture and common courtesy.
knoWleDGe About cHinese cultureThe target audience is companies who
wish to gain foothold in China or who
have employees about to be posted abro-
ad. Furthermore, Oana Hansen offers
the companies the possibility for her to
travel along as an interpreter and to pro-
vide support in relation to negotiations.
“It is a great advantage that I too have
been through the process of learning the
language and culture in China because
I know where they will face the biggest
challenges”, Oana explains.
“China is one of the BRICS countries
with a growing market, but China is also
very alien to many people. It is necessa-
ry to understand the Chinese language
and culture in order to make good trade
contacts in the country”, Oana adds.
”As an example, it gets easier to negoti-
ate and figure out who the real decision
maker at the conference table is, when
you understand a bit of the language and
the Chinese tone”, Oana explains.
met DAnisH HusbAnD in cHinAOana Hansen came to Denmark four
years ago. She is married to a Danish
man, who she met in China. Both had
good jobs in China – he worked for a Da-
nish company and she worked for a big
Americanconcern.Whentheyhadtheir
son, Oana’s husband wanted to go back
to Denmark.
“Denmark is a good place to grow up”,
Oana says about their joint decision.
But it is not easy to get a job in Denmark,
Oana learned after many fruitless appli-
cations.
“It took me by surprise, given that I had
heard a lot about the Danish compani-
es, who want to penetrate the Chinese
market. With my university education
in Chinese and English and nine years
of work experience in China, I have the
right qualifications”, she says.
creAteD Her oWn jobNow she has taken things into her own
hands and has become an entrepreneur.
In their house in Viby, Oana and her
husband have decorated a big, modern
seminar room and the first group of stu-
dents is already in full swing with a ten-
week course in business Chinese.
“From the outset, my husband has
backed me up 100 percent and he has
also attended free courses on entrepre-
neurship to help me get started”, Oana
says.
Withaseminarroomathome,shecan
keep the expenses on her newly started
business down and that suits her fine gi-
ven the fact that it takes time to become
a well-known course organiser.
“I have invested in a home page and an
advertisement and that has been suffi-
cient to get enough course members for
my first class. Now I am considering get-
ting flyers printed to hand out at institu-
tions of higher education”, she says.
tHe little DetAils mAtterOana Hansen teaches three hours at a
time and she wants no more than six
course members in every class to make
sure they all benefit from it. It is also im-
portant to have time to talk about China
and the course members have many
questions.
“The Chinese are very different from us
down to the very last detail. The way you
order food in a restaurant or conduct
small talk before a meeting, for examp-
le, differs from European culture. It can
be of vital importance for the future suc-
cess in China that you are prepared for
that”, Oana says.
Among other things, she teaches her
course members that it is more polite
to lie than to decline a dinner invitation.
And that the Chinese always expect you
to bargain over the price, even in fancy
conference rooms at big companies.
“There are many things that take foreig-
ners by surprise in China, and because
I am not Chinese myself, I have an eye
for the small details that differ from the
European culture”, Oana concludes. ✻
oAnA HAnsen´s ADvice to entrePreneurs WAntinG to estAblisH tHemselves As exPort consultAnts
• Useyournetwork
• FollowthecoursesofferedbyStartvækst
• Bepatient,holdonandhavefaithinyourselfbutdon´tforgetto
listen to other people too
cAse: rumanian teaches Danish export companies chinese
5. Free guidance
4948
Get inspired by the online tools described below here within export and entrepreneurship
5.1 online tools
entrePreneursHiP in DenmArk On entrepreneurshipindenmark.dk you can find over 130 articles containing tools
and information on entrepreneurship. The tools take you through a startup adven-
ture from idea to growth. Among these tools you will also find this export guide in
an online version.
ekfEKFisDenmark’sofficialexportcreditagency.EKFoffersyougreatersecurityand
paves the way for better financing and boosting of your sales.
inDre mArkeDs centerFind more information or seek assistance on legislation within the EU.
tHe trADe councilThe Danish Trade Council is the export and investment organisation within the Mini-
stry of Foreign Affairs of Denmark. Their website contains a lot of relevant informa-
tion about markets, growth and export.
virk – business in DenmArkVirk is your company’s digital entrance to the Danish authorities. On this site you
can find information on rules, permits and registration.
virkGuiDenLearn how to register a company by watching these guides.
Find online tools, information and export networks that are relevant for you when you wish to start as an export consultant
5150
Find information on networks for international export consultants and Danish SMEs that wish to export.
5.2 export network
exPort tAlent AnD internAtionAl tAlent lAbExport Talent and International Talent Lab are programmes run by Copenhagen Bu-
siness Service. The programmes are directed at expats living in Denmark, who wish
to work as export consultants for Danish small and medium-sized enterprises. Hig-
hly educated people with an international background can support SMEs in devel-
oping and extending their businesses to other countries, by helping the SMEs deal
with linguistic and cultural challenges.
GlobAl trADe netWork Global Trade Network was founded by Innovation and Business Service at Slagel-
se Municipality. Small and medium-sized enterprises often face challenges such as
foreign culture, customs and language when they wish to enter a new export market.
Global Trade Network deals with these challenges by connecting Danish export bu-
sinesses to foreign professionals in Denmark, who have relevant knowledge about
specific export markets.
5352
5.3 organisations and associations
Find organisations and associations within job, entrepreneur-ship and network who work with people with an international background in Denmark.
coPenHAGen cAPAcity tAlentCopenhagen Capacity’s talent department directs Denmark’s first large-scale pro-
gramme to coordinate initiatives to attract and retain international knowledge wor-
kers, researchers, students and their families. This includes improving expat fra-
mework conditions, gearing SMEs to employ international talent, and sharing best
practice across municipalities, business, governmental bodies, industry clusters,
and research & educational institutions. Moreover, the talent department will run
an international branding effort to build a talent pipeline in key sectors by creating
awareness of Denmark as an attractive place to study, work and live.
eksPortjob.DkJobindex has created a special job and CV database for export jobs. Eksportjob.dk
builds a bridge between companies and skilled workers with special knowledge. The
idea behind the job database is that skilled job seekers, also with a non-Danish back-
ground, can find and apply for jobs within their areas of expertise.
foreninGen nyDAnskerThe Association New Danes (Nydansker) is a leading, independent centre for diversi-
ty. The Association works to lower the barriers for ethnic minorities and immigrants
onto the labour market. Among other things, the Association has a mentor program,
where you will be matched with a volunteer career mentor, who will spend about two
hours every month helping you with your job application process or career planning.
first job in DenmArkFirst job in Denmark is a project under the Danish employment and integration ma-
nagement. First job in Denmark provides a thorough introduction to the Danish la-
bour market. They focus on your skills and networking, and also assists with how and
where to search for jobs, applications & CV’s.
novum Novum is a non-profit organisation that is facilitating contacts between Danish
export enterprises and highly educated foreigners residing in Denmark looking for
jobs. Novum’s six week course opens the doors for foreigners resident in Denmark
to small and medium sized enterprises.
o.n.e. DAnmArkO.N.E. Danmark is an organisation bringing together local, Danish youth organi-
sations working with education and career opportunities. O.N.E. Danmark aims at
creating a knowledge sharing network between highly educated young Danes with a
non-Danish ethnic origin.
jobnetJobnet is the public jobcentres website for all jobseekers and employers in Denmark.
Jobnet enables you to search for a job among many thousands of vacant jobs or to
find a new employee. Jobnet has more than two million visitors every month. At
Jobnet you can also find information on job searching, training and recruiting of new
employees.
internAtionAl community AArHusInternational Community aims to support international employees and their famili-
es during their stay in the Aarhus region. Our venture to create social and professio-
nal networks to the benefit of expats encompasses a wide range of events, seminars
andonlineactivities.Wealsooffersupporttocompaniesintheireffortstorecruit
and retain international employees.
WorkinDenmArkDenmark’s official entrance for employers and foreign job seekers. The website con-
tains job and CV databases, as well as a range of important information about the
recruitment and hiring process and other useful facts on residing in Denmark.
neW to DenmArk The official portal for foreigners and integration. It contains a special section on work
and recruitment.
6. reference list
Klaff, Oren, an interview on the Chase Jarvis Live show,
http://pitchanything.com/oren-explains-live-the-pitch-anything-method/
McKinsey & Company, ‘Winning the $30 Billion Dollar Decathlon
– Going for Gold in Emerging Markets’,
http://www.mckinsey.com/insights/strategy/winning_the_30_trillion_decathlon_go-
ing_for_gold_in_emerging_markets
Meyer, Christopher: ‘Standing on the Sun: How the Explosion of Capitalism
Abroad Will Change Business Everywhere’, the Harvard Business Review Press,
2012
www.startvækst.dk
www.entrepreneurshipindenmark.dk
http://borsen.dk/konferencer/gazeller.html
www.mindtools.com
http://um.dk/en/tradecouncil/publications/market/
Competent feedback and information:
Peter Mygind Rasmussen, Svetlana Gertsen, Virginie Morlet and Giovanni Orio.
54