This template is designed as a guide to help you answer
the key questions that will inform your decisions on
how to enter a new export market.
Use the headings and topics to create a plan that is fit
for your organisation.
For assistance, refer to the NZTE Export Essentials
Guides for further information on key topics.
Remember, you don’t know what you don’t know, so it
is important to seek the right advice for your business.
If you don’t have one already, we highly recommend
using a business coach or mentor to help guide you
through the process.
Disclaimer: This tool is only intended as a general guide. We recommend
you seek independent professional advice on any matter related to the
specific use of the tool for your company.
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 1
YOUR COMPANY NAME / BRAND HEADER
CONTACT
DIRECT DIAL PHONE NUMBER: POSTAL ADDRESS:
MOBILE PHONE NUMBER:
EMAIL ADDRESS:
PHYSICAL ADDRESS:
ONLINE
WEBSITE: GOOGLE+:
LINKED IN: BLOG URL:
FACEBOOK: YOUTUBE / VIMEO:
TWITTER
EXPORT PLAN
TEMPLATE
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 2
BUSINESS OBJECTIVES, GOALS AND SWOT
CORE BUSINESS VALUES
(What we do and don’t do)
PURPOSE
(Why we exist)
CUSTOMER VALUE PROPOSITION
(The value we deliver to customers)
What you stand for; ultimate set of
behaviours and skills
What gets you out of bed in the
morning? How do you inspire your
sta to do good work for you?
What is the positive impact that you
have on the lives of the people you
are trying to serve?
What is your product/service
and why does your customer buy
from you? How does your Value
Proposition give your business
a lasting advantage over your
competitors and help drive you
towards your ambitions?
EXPORT
OBJECTIVES
0-12 months 1-3 years 3-5 years
EXPORT
GOALS
0-12 months 1-3 years 3-5 years
Outline your export goals (what do
you want to achieve) in the short and
long term:
Ensure your goals are specific and
measurable.
What is your Big Hairy
Audacious Goal?
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 3
SWOT Analysis
Analysis of our Business
Include your advisors and
key sta in this exercise.
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
Action plan
What actions will you take to
address weakness and threats and
take advantage of strenghts and
opportunities?
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 4
TARGET MARKET OVERVIEW
Country overview
Market size and key trends
that are driving the growth
and opportunity in this
market.
Macro factors
What are the macro
economic factors in your
selected country? Think
about the potential risks
or opportunities that these
factors might pose.
• Economic environment
(GDP, wealth, trade balance,
etc.)
• Political environment in the
target market
• Legal Environment
• Logistics (transportation
and infrastructure issues)
• Tari and non-tari barriers
(licenses, quotas, fees,
documentation)
• Industry trends and other
market factors (e.g. cultural,
social, business practices)
• Ease of doing business
Compliance issues
Compliance issues we have
identified and how we have
solved them or plan to solve
them, for example:
• Standards
• Certification
• Labelling and packaging
requirements
• Registration
• Liability
• Barcodes and tracking
• Marking
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 5
MARKET ENTRY STRATEGY
Product for export
market
Which products or
services will you sell and
what adaptations or
modifications might need
to be made.
Think about seasonality,
shelf-life and other life
cycle issues, cultural
dierences, languages, etc.
Market Niche
Outline the market niche
that you have identified:
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 6
Customer and
market profiles
Outline your market
segments in your chosen
market and a brief
strategy on how you will
reach them, for example:
Who are they?
What do they do?
Why is your product/
service relevant to them?
Where would they
purchase your product/
service?
If they are not the final
purchaser, what is the role
in the buying decision?
MARKET SEGMENT 1
MARKET SEGMENT 2
MARKET SEGMENT 3
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 7
Demand validation
Outline your evidence that
there is sucient demand
for your product/service in
your chosen market to make
it a viable option.
Competitor analysis
Outline your competitors’
strengths and weaknesses,
and how you plan to
complete against them:
Cover your top three to five
competitors.
COMPETITOR STRENGTHS WEAKNESSES OUR RESPONSE
1:
2:
3:
4:
5:
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 8
Channel strategy
Outline how you plan
to get your product or
service to your customer,
who you will be working
with and why:
For example, shop,
website, agents or
distributors, wholesalers
and retailers.
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 9
Pricing strategy
Outline your selected
pricing strategy and why.
Include a stress test of
your pricing strategy
by outlining how you
plan to manage your
pricing in situation
such as exchange
rate fluctuations and
competitor price drops,
etc.
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 10
SALES AND MARKETING
Sales process
Detail your sales
objectives for the first
year and the process by
which you will achieve
them.
• How will you identify
new customers, qualify
and review and ensure
that the right customers
are being reached at
the right time?
• How will you prioritise
customer opportunities?
• How will you monitor
customer acquisition
costs?
• Do you operate a
systematic, repeatable
sales process?
• What are your and your
channel partners’ roles
in the sales process?
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 11
Marketing and
Promotions activites
Detail your marketing and
promotional objectives
for the first year and how
you plan to support your
customers and partners
to ensure that sales
objectives are met. For
example:
• Trade events
• Advertising
• Social Media
• Point of Sale
• In-store promotions
• Training for in-market
partners
• After-sales service
activities
Marketing budget
Outline your marketing
expenditure for the first
year
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 12
Branding and IP
protection
What Intellectual Property
do you own and how will
you protect it from being
copied or damaged?
PROBLEM OR CONFLICT SOURCE SOLUTION
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 13
REQUIRED RESOURCES
Capacity requirements
Outline here any extra
requirements that your
business will need to
ensure that you can meet
the demands of your new
market.
HR requirements
Include an outline of
additional human resource
requirements that you will
need to ensure that your
home market continues
to thrive and that you can
dedicate the time necessary
to develop export markets.
Business systems
Outline any changes to
your systems that you will
need to develop to ensure
that you have consistent,
repeatable processes that
will allow you to scale.
For example, systems for
accounting, budgets, tax
and compliance issues,
production and order
fulfilment.
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 14
Cost of sales
Outline your cost of sales
for the first year.
Working capital
Asses here any major
changes to working capital
that will impact your cash-
flow in the first year, and
how you plan to address
them.
• Increased level of
inventory to support new
markets
• Purchase of new
machinery
• New sta to cover
exports
Cash flow forecast
Address how your business
will manage cash-flow in
the first year. summary of
our cash flow forecast:
• Cash flow forecast
attached
Export ROI
Define how long your
business is able to
withstand the additional
expenditure until the export
business generates profits.
Remember that export
sales almost always take
longer to develop than
originally anticipated.
EXPORT ESSENTIALS | EXPORT PLAN TEMPLATE 15
Monitoring
performance
The Key Performance
Indicators we plan to
use to monitor business
performance:
FINANCIAL KPIs
MARKETING KPIs
SPECIFIC KPIs THAT DRIVE OUR BUSINESS
Attachments
List the financial
documents attached to
your Business Plan.