Exporting Made Easy - BorderBizcamp€¦ · • Combilift was established in March 1998 by Martin...

Exporting

Made

Easy

Martin McVicar

• Combilift was established in March 1998 by Martin McVicar and Robert Moffett.

• Both experienced in the materials handling sector.

Company Background

Company Background

• Combilift, Monaghan.

• 250 employees

• €100 million turnover• €100 million turnover

• 9% of turnover in R&D

• 99% Exported

• Exporting to 50+ countries

Combilift Production

890

1180

1500

1810

2010

1460

2050

2360

2650

16,000 Units

18 130320

450520650

890

Combilift Production

Headquarters 120,000 Sq Ft

• Australia

• Algeria

• Brazil

• Bahamas

• Barbados

• Canada

• Chile

• Columbia

• Europe

• Iceland

• India

Combilift 50+ Markets

• India

• Israel

• Libya

• Mexico

• New Caledonia

• New Zealand

• Oman

• Russian Federation

• South Africa

• Saudi Arabia

• Turkey

• U.A.E

• U.S.A.

Combilift Range1,500Kg – 25,000Kg

Combi-CBCombi C-Series

Combi-RT

Combi-SC

Aisle-Master

Combi-SC

10% Germany

4 x Markets = 50%

15% USA

15% UK

10% France

Challenges in Export

• Language

• Culture

• Transport (getting product to customer)• Transport (getting product to customer)

• Customs Clearance (Outside EU)

• Regulations/Standards (USA V. European)

• Financial Risks- Plan for longer terms

Designed to be Containerised

• Innovative Product (New Combination)

• Concentrated on niche export market.

• Minimise Marketing costs into new markets.

• Monaghan = “Can Do”Attitude

Competitive Approach

• Monaghan = “Can Do”Attitude

• Happy Customer is free marketing

• Every Customer should be a referral customer

• Robust Simple Design – Export to any Market

• New Product to Market Quickly(12 Months)

Required a Different Sales Strategy for each market:

– Europe - Advantage was Space Saving.

– U.S.A. – Safety - Safer product handling.

Global Distribution

– U.S.A. – Safety - Safer product handling.

– Scandinavia / Canada - Outdoor capability.

• Initially only appointed English speaking dealers.

• Combilift formed a joint venture with a forklift dealer in France.

Branded Combi-Amlat for France

Research & Development

•Strong R&D team including directors.

•Work closely with dealers and customers to develop products

•Invest 9% of Turnover in R&D

•Close Link between R&D and Sales & Marketing

•Dedicated R&D Facility

• Overhead Guard Testing.

• Stability Testing.

Tested to Meet Global Standards

Stability Testing.

• Certification

ANSI B56.1

Making it Easy to Export

• Innovation in getting Product to Market

• Price product in Customers Currency e.g.

US $, Can $, Aus $, Stg £, Euro

• Delivery cost included within Price.• Delivery cost included within Price.

• Custom clearance included

• Suggested Retail Price Lists for each market.

• Find the first customers in new markets yourself

Reasons to Export

• Less Reliant on a single market.

• Large Global companies will only want to deal with global vendors.deal with global vendors.

• Feedback Globally assists with R&D.

• Growth can take place without developing additional products.

From Experience it is easier to

export than to sell in home market

If Combilift can do it,

You can do it too.

Martin McVicar

Thank You