Paving the way to Europe

Export Coaching Programme (ECP)Medical Devices & Laboratory Equipment2009 - 2015

ECP Medical Devices & Lab. Equipment

• Results: participants will have…– acquired all required knowledge and skills to meet

the requirements of the EU market– been able to obtain highly valuable trade contacts in

Europe– had the assistance to develop these contacts into

sustainable trade relationships with European buyers

• Objective– Strengthening the competitiveness of manufacturers

in developing countries on the European market

ECP Product groups (tentative)

HS CODE PRODUCT GROUP- 3005 10 Adhesive dressings- 3005 90 Wadding, Gauzes and Bandages- 4818 90 10 Non Woven materials- 4015 11 Latex products surgical and examination gloves- 9018 31 Syringes and Needles- 9018 32 Suture needles, also including staplers re-usable and disposable- 9018 19 Electro diagnostic equipment. Ultra sound and Doppler- 9018 90 Surgical instruments

-9018 41 Dental drill equipment

-9018 49 Dental Instruments

-9019 10 Equipment for Physiotherapy

-9021 Orthopaedic products surgical and rehabilitation

-9026 Measuring devices floe and pressure control ( Non and invasive blood pressure equipment etc.)

-9027 50 Instruments optical radiation (Laser)

-9402 90 Medical Furniture

-3006 30 00 In Vitro diagnostics

-3006 10 Wound closure (Tape Staplers etc see also 9018 32)

-3006 30 Products for X-Ray and Radiology

ECP: 5 Steps towards Sustainable Exports

• Application & selection (2009)

• Technical assistance (2009 – 2011)

• Export marketing training (2009 - 2010)

• Access to the market (2010 – 2014)

• Market consolidation (2011 – 2015)

Application & Selection (2009)

• Application forms – Pre-selection on basis of ECP criteria

• Export Audit + Action Plan– Performed by teams of CBI Experts– Output for CBI: in-depth information on company potential and commitment of

management– Output for you:

• Export Audit as a free assessment of export potential• Action Plan as a well-structured roadmap for realizing sustainanble exports to Europe

• Final Selection– On basis of outcome Export Audit

Technical Assistance (2009 – 2011)

• Objective: meeting EU Market Requirements - Legal compliance

▪ CE (all classes), WEEE, RoHS, REACH etc.

- Buyers requirements▪ market standards like ISO 9001, ISO 13485 etc.

▪ product & process quality

▪ logistics

• Instruments:- On-site coaching (company visits by CBI experts)- Distant coaching (continuously)

Export Marketing Training (end 2009 - 2010)

• Objective: improving marketing knowledge and skills - EU market knowledge

▪ Market Research▪ Market Access Requirements

- Export Marketing skills▪ choosing smart marketing strategies (trade fairs, e-marketing)

▪ writing of Export Marketing Plan (EMP)

- Trade Fair preparation▪ pre-fair acquisition; stand behaviour; effective follow-up

- E-business▪ website design; e-marketing

• Instruments: - Multi-day Workshops (locally) – end 2009 / 2010- EXPRO seminar week (Netherlands) – 2010

Market Access (2010-2014)

• Objective: acquiring trade contacts - Start doing business!

• Instruments: - Trade fair participation

- Medica trade fair in Dusseldorf, Germany- specialized fairs (min. 5 applications per trade fair)

- Congress / seminar participation- B2B marketing assistance in Europe- E-business advice

Market Consolidation (2011-2015)

• Objective: turning contacts into relationships - Building longlasting trade relationships- Realizing sustainable exports to EU

• Instruments: - B2B assistance in Europe Market- Distant coaching

General CBI Criteria for participation

Companies eligible for participation have:

• at least 51% local ownership;• 25 to 500 employees;• no joint venture with a company based in a country

with a classification of UMIC or higher; • compliance or the willingness to comply with EU

market requirements; • no licensing commitments that prohibit or limit

export possibilities of products to the EU • competitive prices and sufficient production capacity; • a management which is able to communicate in

English; • the willingness and capacity to invest in

adaptations of, for instance, product assortment and production processes, if and as required by the European market.

ECP-Specific Criteria for participation

Companies eligible for participation are furthermore:

• producing within the product range of the ECP• commiting to meet the following general approvals and

certifications within the first 12 months of the programme:– CE– ISO 13485– EU-country specific medical approvals

• commiting to work towards the following additionally desired approvals and certifications (where applicable) during the programme:– ISO 14000– SA 8000– ILO related standards

Financial Investments

• Commitment fee (after final selection)– € 1000,-

• EXPRO seminar and local workshops– No fees. CBI and Partners arrange for accommodation and contributions to international travel costs

• Trade fair / congress participation– CBI / Partners: stand, promotion, consultancy– Participant:

• travel, hotel, meals, promotional material, samples• 2nd time fee: costs of stand space • 3rd time fee: costs of stand space and 50% of stand construction

Other Investments

• Knowledge– EU Market Information– Certifications and standards

• Time– Repeated trade fair participation– Consolidation of trade contacts

• Communication– Keep Team of Experts up-to-date

Return on Investments…

Result previous ECP Medical Devices (2001-2007): • more than 30 participants at Europe’s leading trade

fair Medica• together realising more than 1000 business contacts

worldwide• resulting in more than € 30 million additional exports

to Europe

Partnering in favour of you

Your advantages of a jointly executed ECP:

• More support by combining resources of organizations• Better support by combining expertise on local and

European market• Streamlined advice given by multiple experts• Workshops and trainings given ‘around the corner’• More frequent personal contact

CBI and partner BSOs join forcesin order to be able to assist you optimally

ECP open for India? Depends also on you!

• ECP will be open for a restricted amount of countries• India is shortlisted as a possible country for enrolment of companies

• Final decision on inclusion of countries dependable on:A. Number of interested companies complying with Selection CriteriaB. Opportunities of cooperation with partner BSOs

• Fill in the CBI Registration Form TODAY in order to:– underline the interest from the Indian export sector– to be kept up-to-date with the application procedure

• For selected countries application will be open from mid 2009 onwards; check www.cbi.eu/medical !

More info on ECP

www.cbi.eu/medical

• Contact person for new ECP Medical Devices:Ms. Marjolein van Delft (logistical manager) mdelft@cbi.eu

Your questions and suggestions

• Feel free to ask...

… and to suggest (on the form)!

Frequently asked questions

• Why is CBI doing all this?

• What will be my benefit?

• What will it cost me?

Frequently asked questions

• How long will it take to see the first results?

• Why and when to pay the 1000 Euro?

• What does CBI mean with commitment?