Most Penetrable Markets     
Top Three Most Penetrable Markets:
1.
2.
3.
Reasons [for each]:
Market 1
Market 2
Market 3
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4. Getting Started: Creating an Export Business Plan    41
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4. Getting Started: Creating an Export Business Plan    42
Markets To Pursue     
Country/Market 1:
Additional Research
Web Links 
(for pertinent research)
Reasons to Pursue 
(based on trends discovered)
Contacts: 
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
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4. Getting Started: Creating an Export Business Plan    43
Country/Market 2:
Additional Research
Web Links 
(for pertinent research)
Reasons to Pursue 
(based on trends discovered)
Contacts: 
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
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4. Getting Started: Creating an Export Business Plan    44
Country/Market 3:
Additional Research
Web Links 
(for pertinent research)
Reasons to Pursue 
(based on trends discovered)
Contacts: 
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
Name: 
Company: 
Address:
Phone: 
Email:
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4. Getting Started: Creating an Export Business Plan    45
Short- and Long-term Goals      
Step 1: Define short-term goals. 
A. Make a preliminary list of required steps to prepare for exporting: Select one or two target markets.  
Research and list product standards and certification requirements. Outline product modifications needed  
to get product export ready.
Market 1:
Product Standards
Certification Requirements
Product Modifications Needed
Market 2:
Product Standards
Certification Requirements
Product Modifications Needed
B. Based upon this list, what are your two-year goals for your international business products/services?   
For example: Modify product for metric definition; expand international opportunities from initial penetration 
of a market to other similar markets. 
1.
2.
3.
4.
5.
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4. Getting Started: Creating an Export Business Plan    46
Step 2: Define long-term goals. 
What are your long-term goals for your business in the next five years?  
For example: Increase export sales by % annually or % market share or % profitability or return on assets. 
Goal
Tasks
Requirements
Next Steps
Timeline
Completion  
Date
Step 3: Develop an action plan with timelines to reach your short-term goals.
How will the international trade market help you reach your long-term goals? Explain:
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4. Getting Started: Creating an Export Business Plan    47
Notes:      
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5. Developing Your Marketing Plan    48
5
Developing Your Marketing Plan   
Information
Your Chosen Markets: 
In-Depth Exploration
Your Industry in Global  
Markets
Determining Your Method  
of  Exporting 
Marketing Your  
Product/Service
Practical Needs for  
Marketing Your Product
Defining Your Marketing 
Strategy
Identifying Customers  
Within Your Chosen Markets
Entering Foreign  
Markets 
Getting Your Product 
Export-Ready
About ISO Certification
Worksheets
>  Market Factor Assessment  
 Your Industry in Target Global Markets
 Building a Distributor or Agent  
Relationship
 Marketing Your Product/Service
 Marketing Your Product:  
Identifying Practical Needs
 Defining Your Marketing Strategy
 Identifying Customers Within  
Your Chosen Markets
Once you have examined your company’s export readiness and crafted an Export Business Plan (see  
Chapter 4), you are ready to proceed with developing your Marketing Plan. The Marketing Plan helps to 
prepare your business to enter the international marketplace. This chapter will lead you through the process  
of creating one. 
Your Chosen Markets: In-Depth Exploration
In Chapter 4, you identified up to three target markets for your product/service. (See the Markets to  
Pursue Worksheet.)  
Often, an industry will have a few key indicators or measures that will help determine the industry strength 
and demand within an international market. A manufacturer of medical equipment, for example, may use the 
number of hospital beds, the number of surgeries and public expenditures for health care as indicators to 
assess the potential for these products.
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5. Developing Your Marketing Plan    49
The next worksheet outlines the process of assessing market factors in your target countries. You 
can conduct your own research or utilize the many resources outlined in Focus on: In-Depth 
Market Research.
Step 1: Begin a separate worksheet for up to three countries. You will use these worksheets to 
screen/rate each of these potential markets. Preliminary screening involves defining the physical, 
political, economic and cultural environment. 
1. Explore the three countries you think have the best market potential for your product.
2. Review the market factors for each country.    
3. Research data/information for each country.
4. Rate each factor on a scale of 1 to 5 with 5 being the best.  
5. Prioritize your target market countries/regions based on your ratings.
Worksheet 
Market Factor Assessment
Now that you have identified your target markets, it is important to launch a more detailed research 
phase. The following special section, Focus on: In-Depth Market Research, provides several  
resource suggestions.
Focus on: In-Depth Market Research
As you begin to craft your plans to market in these countries/regions, a more in-depth exploration is 
recommended. For a small business, this process is potentially both time-consuming and costly.  
However, the U.S. federal government, state governments, trade associations, exporters’ associations 
and foreign governments offer low-cost and easily accessible resources to simplify and speed your 
foreign market research. Some of these groups have been introduced in other sections of this  
Planner; the following information gives a more in-depth look at each office and how it works in  
providing you with research options, export assistance and training.
To assist you in your research and planning, these resources offer services that are specifically 
designed for small businesses and their growth. In addition, check out the training and counseling 
services outlined in greater detail in Chapter 3
The U.S. Small Business Administration (SBA)
SBA’s resource partner SCORE
®
 has more than 10,500 volunteers (389 chapters nationwide)  
available for basic business start-up help and counseling. 
Another SBA resource partner providing management and export advice is the network of Small  
Business Development Centers (SBDCs). These are affiliated with colleges and universities  
throughout the United States; they offer counseling, training and research assistance on all aspects  
of small business management. Many have programs for international business development.  
Access a list of SBDCs.
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5. Developing Your Marketing Plan    50
Women’s Business Centers (WBCs) represent a national network of nearly 100 educational centers 
designed to assist women start and grow small businesses. Find your local WBC.
As a general rule, SCORE is well-suited for very new exporters; SBDCs typically work with  
exporters who are a little more advanced. To find the most appropriate resource for you, take the  
self-assessment at www.export.gov/begin. 
U.S. Export Assistance Centers (USEACs)
USEACs are designed to provide the U.S. exporting community a single point of contact for all  
federal export promotion and finance programs. 
USEACs can provide you with direct service or refer you to appropriate public and private sector  
partners. The centers integrate representatives of SBA, the Department of Commerce (DOC) and,  
at some locations, the Export-Import Bank of the United States (Ex-Im Bank), as well as additional 
federal and state agencies. 
• Whenever feasible, the centers are conveniently co-located with other partners who concentrate 
on assisting export-ready firms in all areas of export development and trade financing. 
• The USEAC staff can assess your company’s export readiness and can refer you, if you are a  
start-up business, to basic “How to Export” programs.
• For new-to-market companies, the specialists at the USEAC have a full menu of market entry 
programs, including industry and country profiles, help with finding distributors overseas, identifying 
tariff and regulatory requirements and assisting with financing or questions related to securing 
payment.
Typically, small business owners who are new to exporting should work with SCORE or an SBDC 
before seeking out a USEAC.
Export.gov  
The federal government’s exporting portal, www.export.gov, is a valuable source of advice and 
information. Managed by the U.S. Department of Commerce, export.gov is a useful starting point 
for your online search for information about export development, federal export support programs, 
services, and staff. 
• Country research is available in the Market Research section of export.gov. You can find Country 
Commercial Guides for each country where there is a Foreign Commercial Service presence. 
District Export Councils (DECs) 
District Export Councils, affiliated with the Commerce Department, are another useful resource. 
Appointed by the Secretary of Commerce, they are comprised of leaders from the local business 
community, whose knowledge of international business provides a source of professional advice for 
local firms. For more than 25 years, DECs have served the U.S. by assisting companies in their local 
communities to export. 
• Council members come from banks, manufacturing companies, law offices, trade associations, 
state and local agencies, consulting companies and educational institutions. 
• The volunteers draw upon their own experience to encourage, educate, counsel and guide  
potential, new and seasoned exporters in their individual marketing needs. 
Learn more about District Export Councils  
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