Christine

Esson UK Manager

Enterprise Ireland

Looking for New Markets

The UK Experience

Bank of Ireland

Christine Esson

15th November 2013

UK Manager

Enterprise Ireland

Our primary objective is to:

Who we work with…

Entrepreneurs starting companies with an ability to compete in

world markets

Ambitious co’s with the ability to scale & achieve significant

success

Manufacturing & Internationally Traded services companies

employing ten or more

Irish-based food and natural resource

companies that are overseas owned or controlled

High Potential Start-up’s

Scaling

Established SME’s Multinationals

Potential Exporters

Established SME’s currently focussed on the

domestic market who have the ambition to

export

Developing links with Irish enterprise, MNCs to support

research collaboration, commercialisation of publicly

funded research, and access to FP7, ESA

Research Community

We work with clients in 5 core areas:

Building leadership and management capability

Entrepreneurship

Exports and Market Intelligence

Competitiveness

Innovation

Why UK? • Not an Extension of Home Market

• Competitive Market

• Business Culture & Practices

• Common Language

• Similar Legal Framework

Why UK? • For every €10 of Irish Exports; €4 comes from

exports to UK

• In 2012 Irish Exports Increased by €1bn; €452m came from UK growth

• 178 HPSU clients in 2012 ABR said UK priority mkt

UK Market – our 3 Year Objective • To support & influence employment

generating growth of non-food exports from Enterprise Ireland client companies into the UK, from €2.75 billion in 2011 to €3.4 billion by 2016

• Work with Key Sectors & New Market Entrants

EI UK Focus – Key Sectors • Engineering, Electronics and Cleantech

• Agricultural Machinery / Automotive / Aerospace • Distribution channels for Electronics clients • Energy Efficiency and renewables

• Construction • Prime Residential & Hotel • Precast Concrete Manufacture – across sectors • Timber – Across sectors • BIM

• Technology, Software and Services • Enterprise Solutions / Marketing services • Digital Content

• Financial Services & Business Process outsourcing • Insurance • In Market Sales & Marketing Support for BPO

Why we focus on New Market Entrants

• Circa 98 new Irish companies have set up per year in the UK for the last 5 years (ABR 2011 review)

• ABR 2012 – 178 HPSU clients note UK as Export Destination

• 95 HPSU Investments to be completed 2013

What Exporting companies need to Consider

Ambition, Passion, Vision, Commitment

• Total clarity of ambition – what are your BHAGs? • Do you regularly talk to your team about growth

measured in t/o, market share, people, customer wins? • Passionate about solving customers problems? • Focused on international growth because you want to or

because you have to?

Understand the market and its complexities.

Break down market into manageable chunks & focus on their needs and how you can best serve them.

Much harder & longer to get first sale than we expected.

Tracking Progress – its all about measuring the data: the devil is in the detail.

You won’t know what’s happening in the market unless you have feet on the ground

Client feedback:

• UK and Irish markets seen as similar but enough differences to require time and money resources being directed at;

• Validating company’s proposed UK opportunity through in-depth market research

• Use market research to differentiate the company’s market offering • Establish UK team - market and sell the company’s differentiated product • Manage partnerships • Manage Online and Offline presence • Walk away from bad business, finances are key • Commit long-term, success unlikely to come overnight

www.enterprise-ireland.com

@EI_TheUK