All too often in my years of exporting, I’ve found that businesses resistant to the idea see it as far more complicated than it really is. My guiding principle has always been: if other small businesses can do it, then so can I. In fact, many become exporters almost by accident, without realising that’s what they are doing. So, let’s strip exporting back to basics. The first time you sell outside your local area, you’ve begun your export journey. Exporting isn’t mysterious; it simply means selling your products or services “somewhere else.” With exporting, that “somewhere else” is simply another country.

Exporting is just selling
Imagine your first enquiry comes from London while you’re based in Manchester. Suddenly you face new questions: how will I deliver, should I price differently, how will I support the customer? You find the answers and move forward. Then imagine Belfast. Now there’s the added factor of crossing the sea, but delivery companies handle this every day. Perhaps Dublin – no further than Belfast, same language, but technically a different country. Post-Brexit, the rules have shifted, yet with so much daily trade across the Irish Sea, solutions are well established.

The world beckons
Push further, say to Canada or the USA. The language is the same, but the rules may differ- sometimes a lot. For example, US labelling often requires weights shown first in ounces, with grams secondary. Yes, it’s more work, but the huge customer base makes the effort worthwhile. Next comes exporting to non English-speaking countries. That can feel daunting, but English is widely spoken worldwide, and translation help is readily available. The key point: while exporting can seem intimidating, it is in fact a natural progression for many businesses.

There are significant advantages:
English is a world language, giving UK businesses a major commercial advantage.

The UK brand is strong. In many places, the Union Jack is seen as a mark of quality.

Government support is substantial, with free expert advice locally and abroad.

Non-governmental support is also available from trade bodies, chambers of commerce, and enterprise zones.

Exporting grows sales and profits.

Key Considerations
Many factors in exporting mirror those in your home market. For me, three stand out:

Right Product – Not every product suits every market. Focus only on goods suited to the markets you’re targeting.

Right Place – Positioning matters. Luxury items don’t belong in budget outlets, whether at home or abroad.

Right Price – Once you’ve chosen the right product and place, pricing is crucial.

Be aware of competition, but remember imported goods can often command a premium.

Ensure your price makes profit from the start.
With these three in mind, look for markets resembling your home market – the “low hanging fruit.” Focusing on similar customer bases, rather than just countries of interest, increases your chance of success. You may also need to adapt your route to market. A strong local distributor can ease entry, handling logistics and customer service. Of course, their margin must be factored into your pricing.

The Hardest Part
The hardest part of any journey is the first step. Exporting is no different. Begin with small steps, take that essential decision to start, and build from there.

Why not try? There’s a big, inviting world out there waiting for you.

Useful links:
gov.uk/exporting
Made in the UK, Sold to the World
export.org.uk
britishchambers.org.uk

Tony Goodman MBE is a successful exporter and has been doing so through a variety of different businesses. He is currently Marketing Advisor at Forest and Co who specialise in offering guidance on branding, exporting and sales: www.forestandco.com