How to become a freelance export consultant

A guide book for international talents living in Denmark

EntrEprEnEurship in DEnmarkinCuBa science park katrinebjergBygning ii, etage 3Åbogade 158200 aarhus ntlf.: 70 22 01 96www.etniskerhvervsfremme.dkwww.entrepreneurshipindenmark.dkinfo@etniskerhvervsfremme.dk

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Central Denmark Region

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published by Entrepreneurship in Denmark

Editorial team:

trine Brøndberg, malene Lykke scharling and mette Boel

Journalists:

trine Brøndberg, Lotte Winkler and marianne Gregersen

photographers: Lasse hyldager, hyldager Fotografi

mads holm, Colourbox.com

Graphic designer and production manager:

Carsten skovlund, designwerk a/s

print: Zeuner – pJ schmidt Grafisk a/s

Edition: 1.000 units

november 2013

the publication is available electronically on www.entrepreneurshipindenmark.dk.

the printed version is also available for free at Entrepreneurship in Denmark/

Væksthus midtjylland while stocks last.

How to become a freelance export consultant

Table of contents

1. PrefAce 05

2. WHy become An exPort consultAnt? 06

3. GettinG stArteD As An exPort consultAnt 08

3.1 Choose relevant sectors 09

3.2 Find a relevant business 10

3.3 Analyse export potential 12

CASE: Dynamic Russian generates Danish exports 16

3.4 Prepare an Export Action Plan 20

3.5 Contact the business 24

CASE: Australian business economist boosts online sale 27

3.6 Pitch your Export Action Plan 30

4. WortH knoWinG About smes AnD exPort 32

4.1 Understanding the DNA of SMEs 34

CASE: Specialist knowledge becomes export success 36

4.2 New export markets 40

CASE: Rumanian teaches Danish export companies Chinese 44

5. free GuiDAnce 48

5.1 Online tools 49

5.2 Export Network 50

5.3 Organisations and associations 52

6. reference list 54

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How to become a freelance export consultant

The aim of this guide is to inspire you, an international talent living in Denmark, to

start up your own business as a freelance export consultant. According to the Trade

Council, small and medium-sized enterprises (SMEs) seek international talents to

help them export to foreign markets.

With your international background, you know the language and the culture of spe-

cific export markets, and often you know something about how the market is de-

veloping. This is valuable for a Danish SME, which often does not know the cultural

codex or, for example, the negotiation techniques in the market it wants to enter.

In this guide, you can acquire knowledge on how to become a freelance export

consultant and how to help the SMEs succeed in export. Hopefully, you will also

feel inspired by reading the stories about four different and very successful inter-

national export talents. You can read the guide from start to finish or use it as your

reference work.

Your international background is an advantage and our hope is that more interna-

tionals living in Denmark will use their competencies regarding international mar-

kets, export, business development, culture and language - and become freelance

export consultants.

Enjoy your book!

1. Preface

76

Many Danish SMEs are either not aware of the possibilities that exist for them to enter foreign export markets or they do not have the right competencies or resources in-house to take the necessary steps. By offering your assistance as an export consultant, both you and the SME can benefit from the partnership.

It can be a great opportunity for you and the businesses which you cooperate with

to enter specific export markets if you believe that you have the right skills and

knowledge to become an export consultant and that you are ready to start your own

business.

ADvAntAGes of stArtinG An exPort consultAncy:

• Youwillbeabletouseyourcompetenciesreinternationalmarkets,export,

business development, culture and language

• YouwillhavetheopportunitytocooperatewithDanishbusinessesandbecome

part of the Danish business community

• SMEsoftendonothavetheresourcestohireafull-timeconsultant.Becoming

a freelance consultant gives you the chance to demonstrate your skills, earn

money and become a close business partner of the SME. The business might

then be open to the possibility of entering certain export markets, since you are

providing expert knowledge without them having to take on a full-time employee

As a foreigner, you know the language and the culture of specific markets, and often

you also know something about how the market is developing. This is valuable for

an SME, which often does not understand the cultural codex or, for example, the ne-

gotiation techniques in the market which it wants to enter.

However, you also need to sell your knowledge, identify the opportunities which are

open to the SME and address the business’s other demands. But if you succeed,

you and the SMEs can develop a fruitful partnership that will benefit everyone con-

cerned. ✻

2. Why become an export consultant?

98

Setting yourself up as an export consultant to make a living from your services is a lengthy process. The following six steps will help you to get started as an export consultant.

3. Getting started as an export consultant

YoucanstartbystudyingthesectorsinwhichDanishexportbusinessesarealready

excelling. Then look at market opportunities in the market which you know about

thanks to your education and background.

Denmark holds a strong position in markets within the following sectors:

•Building,constructionandarchitecture

•Environmentandenergy

•Health

•Foods

•Furniture,design,fashionandtextiles

•IT

3.1 choose relevant sectors

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AttenD Public eventsOne obvious possibility is to try and meet businesses at public events. This you

can do by looking up and contacting the local business services office, industrial or-

ganisations, innovation projects, educational institutions, associations etc. for pro-

grammes, guidance and talks about the subject. Many conferences are held around

Denmark where businesses and potential exporters are able to participate and hear

more about new growth markets and develop their networks.

use PrivAte AnD sociAl netWorksPerhaps there are people in your own network who have contacts with relevant bu-

sinesses. Try using LinkedIn, Facebook or other social media as networking tools.

contAct business DirectlyLast but not least, you can, of course, contact a business which has aroused your in-

terest directly to learn more. However, it is important that you are well-prepared and

clear about the questions you want to ask as it is imperative that you create a good

first impression. The damage done by a badly prepared and incoherent interview

cannot be repaired. ✻

cHeck tHe “GAzelle” comPAnies the businesses named ‘gazelles’ by the Danish business daily ‘Børsen’, are companies iden-

tified as belonging to Denmark’s growth elite. read more about Børsen’s gazelle prize at the

website.

keeP An eye on tHe business Once you have decided which business or businesses to focus on, it is important to gather

as much information as possible about their export potential. One way of establishing export

potential is by compiling all available knowledge from the internet and keeping an eye on the

business in the media and on its website. is the business growing, in decline or stagnating,

and what is its future strategy for growth?

3.2 find a relevant businessThe next step is to identify one or more businesses which you want to win as clients once you are ready to start up as an export consultant. There are several ways of finding one or more businesses with which to work in the export markets.

1312

3.3 Analyse export potentialOnce you have chosen the business you want to work with, you should analyse its export potential. Map out its motives, readiness as well as its strengths and weak-nesses in relation to export.

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In analysing the export potential of the business, you can address the following topics:

• Exportmotive

• Exportreadiness

• SWOTanalysis

exPort motiveAbusinessmayhavemanygoodreasonsforwantingtoexport.Youcanclarifyits

motives by asking yourself the following questions:

• Isthebusinessalreadyexporting,andtowhichmarkets?

• Doesthebusinesshaveaproactivereasonforexporting,anddoesthebusiness

haveastrongdesiretoexporttonewmarketsandgeneratefurthergrowth?

• Orisitsmotiveforexportingmorereactive,andhasthedesiretoexportarisen

aspartofadefensivesurvivalstrategy?

• Arethemotivesbornofinternalorexternalfactors?

Once you have narrowed down the business’s export motive, your analysis can take

a close look at how ready the business is to start exporting its products and services.

exPort reADinessAnalyse the business’s export readiness. Does the business have what it takes to

startexportingtoanewmarket?

Export readiness depends, among other things, on:

• Themanagement’scommitment

and experience with exports

• Knowledgeofexportprocedures.

Does the business already engage

inexporting,orisitanewactivity?

• Languageskills

• Capitalstructure

Whereyoudiscovergapsinyouranalysismaybewhereyou,asafreelanceexport

consultant, are able to offer the business your expertise.

strenGtHs– in tHe business

For example:

• Goodlanguageskills

• Goodproductandbusiness

concept

• Healthyfinancesandpositive

bank

• Businesspartners

• Competentemployees

• Goodcontactsabroad

WeAknesses – in tHe business

For example:

• Noexportknow-how

• Limitedlanguageskills

• Aproductwhichisnottailored

for export markets

• Pooreconomy

• Limitedcontacts

• Lackofresourcesand

know-how

oPPortunities – externAl

Opportunities may arise from:

• Newgrowthmarkets

• Newlegislationintheexport

market

• Newtrends

• Competitorsdyingout

• Networks

• Timing–positiveeventsin

the export market

tHreAts – externAl

threats to business opportunities:

• Stricterlegislationonthe

export market

• Newtrends

• Newcompetitorsorproducts

• Collapsingnetworks

• Supplierterms

• Timing-negativeeventsin

the export market

3.3 Analyse export potential Do A sWot AnAlysisAfter having analysed the business’s motives and export readiness, it is a good idea

todoaSWOTanalysisofthebusiness’sexportpotential.Findasmany‘opportuni-

ties’aspossible.Alsofindafew‘weaknesses’whichyoucanhelpthebusinessad-

dressinyourcapacityasaconsultant.Yourcredibilitymaysufferifyoudon’tpresent

a number of challenges for the business and for your collaboration. However, it is a

very good idea to be able to present a solution to these challenges.

Don’t expect to be able to do a complete SWOTanalysis fromhome, but instead

finish the analysis in collaboration with the business when holding your meeting

with them. This will give you and the business a much better understanding of your

respective approaches and whether the two of you will match. ✻

IndoingaSWOTanalysis,considerthefollowing:

Whenofferingyourservicesasanexportconsultant,itisyourtask to map out the business’s export potential. Then you can present your analysis and more easily persuade the business of the advantages of working with you as an export consultant.

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cAse: Dynamic russian generates Danish exports

Svetlana Gertsen has in a very short space of time helped a number of Danish businesses succeed with ex-port in the Russian market.

1918

In 2011, Svetlana Gertsen, a Russian,

started her business 2gether Consult

International. Here, as an inter-cultur-

al business consultant, she helps Dan-

ish export businesses to break into the

Russian market. For her first client she

produced a market survey. According

to Svetlana, many consultants are good

at doing market surveys, but that is not

enough:

“It’s one thing talking about Russia, but

quite another to execute and generate

business for companies,” says Svetlana.

Svetlana helps businesses on their way

by forging business contacts and organ-

ising trips to Russia so that her clients

gain a solid foothold in the Russian

business community rather than simply

getting their knowledge from the market

analysis.

DenmArk is A ‘Diy’ countrySvetlana was born and grew up in Latvia,

and she subsequently moved to Russia

to study economics, management and

trade. In 1998 she met her Danish hus-

band and moved with him to Denmark,

where she now lives in Svendborg on

southern Funen with him and their chil-

dren. Given her familiarity with several

cultures, she is able to bridge the divide

which, according to Svetlana, invariably

arises between the Danish and Russian

markets.

As an inter-cultural business consultant,

Svetlana often acts in a problem-solving

capacity for businesses who have made

the leap into exporting without really

knowing the Russian market or business

culture.

“As a nation, Denmark takes a DIY ap-

proach, and wants to start exporting

without having first consulted an ex-

pert,” says Svetlana with a smile.

One question which may crop up is what

is understood by an agreement. Danes

often make a bit of an abrupt entrance

and quickly get down to talking busi-

ness. For Russians however, it is very

important to forge relations and look at

personal chemistry before entering into

business agreements. However, once

you have won a Russian’s confidence,

the business will inevitably follow. And

sometimes far faster than Danes might

expect.

exPort triPs to russiAAs an export consultant, Svetlana is

more than just a trouble-shooter for

businesses which have thrown them-

selves prematurely into exports. She

also encourages businesses which are

thinking about exporting but which are

cautious about the Russian market be-

cause they lack the necessary knowl-

edge – or courage.

Svetlana’s newest and most successful

consultancy service is ‘Business Trips’

for businesses considering starting ex-

ports to Russia. Once a month, 2gether

Consult International invites businesses

to join a trip to a relevant growth region

in Russia. Thus, Svetlana often paves the

way for potential partnerships between

Russian and Danish companies.

success founDeD on HArD GrAftToday, Svetlana is able to make a liv-

ing from her business, and she now

has clients within several sectors such

as foods, the environment, agriculture,

fishing and clean tech. A situation which

has not just happened overnight. She as-

cribes her success to a lot of hard work.

For the first time since she started her

business in 2011, she is now able to take

two consecutive days off. For the first

few years, Christmas, Easter andWhit-

sun were not holidays for her, but rather

exciting working days at 2gether Consult

International. Svetlana is passionate

about her work, and she loves the inde-

pendence of having her own business.

AWAre of oWn comPetencies AnD limitAtionsSvetlana has business experience from

Latvia, Russia and Denmark, and holds

degrees in economics and management

from universities in both Moscow and

southern Denmark. Even though Svetla-

na is highly qualified, she works closely

with various experts who supplement

her own services , for example in Rus-

sian and Danish law and in interpreting.

“As an export consultant, it is important

to know your own competencies and to

recognise your professional limitations.

In addition to your professional compe-

tencies, you are selling credibility and

the ability to forge relations and alli-

ances between people and between two

countries,” says Svetlana.

russiA WAitinG for DAnisH smesexPortsThe Russian economy is growing, and

the market is just waiting for Danish

SMEs to get themselves together and

make the leap. According to Svetlana,

they must not worry about whether they

are big enough, as even some of Den-

mark’s biggest companies are, from a

Russian point of view, also small with

promising export potential.

“Danish SMEs are on the verge of start-

ing exports to Russia. They must make

their move NOW!” says Svetlana Gert-

sen. ✻

svetlAnA Gertsen’s ADvice to entrePreneurs WAntinG to estAblisH tHemselves As exPort consultAnts:

• Haveconfidenceinyourabilitiesandlistentoyourintuition

• Beopentobusinesspartners–themoremusclethebetter

• Youmustfeelcommittedandenjoyyourworkassuccessrestson

your own drive

• Havevisions,thinkintermsofnextstepsandcreateauniqueoffer

• Followyourdreams,andifyoustumble,pickyourselfupandcarryon

cAse: Dynamic russian generates Danish exports

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3.4 Prepare an export Action Plan

It may be a good idea to prepare a short-term Export Action Plan setting out key steps, milestones and objectives which you can present to a business that wants to start exporting its products or services.

2322

3.4 Prepare an export Action PlanSmall and medium-sized enterprises often do not have un-limited resources to spend on market surveys and strategies. Yourexpertiseandknowledgeaboutthemarketinquestioncan therefore be extremely valuable for the business. Prepare an Export Action Plan, which clarifies for the business what it takes to start exporting.

exPort Action PlAnAn Export Action Plan is based on a market analysis, and may, for example, be a

plan for implementing a marketing strategy, a financial analysis or a logistics plan.

Divide the Export Action Plan into several phases, for example:

1. validation phase

2. test phase

3. implementation period

One way of identifying overall objectives for the three phases might be to complete

the template below. In doing so, you will be forced to consider and map out the mi-

lestones, action steps, challenges, expectations results and methods for measuring

the results. ✻

MArkeTSTrATeGY/tasks specified in a marketing plan

miLEstOnEs

Define milestones and schedule for each action step

aCtiOn stEp

What needs to be done to realise each strategic milestone?

ChaLLEnGEs

Define all potential challenges and describe how to tackle

them

EFFECt/rEsuLts

What outcome is expected of each action step?

mEthOD FOr mEasurinG anD mOnitOrinG

Describe how you will test and monitor results

example of an Action Plan for a marketing strategy

Use yoUr comPeTencies and Work WiTH oTHersin your export Action Plan, it is important to take account of your own competencies

and limitations. if you or the business do not possess all the professional competencies

which are necessary, find relevant partners who will be able to contribute expertise

as required. for example legal experts, communication consultants, interpreters etc.

Be THere in Personif possible, ask to have an office space made available to you at the business premises

while carrying out your analyses for the export Action Plan. All the relevant persons

whose knowledge about the business and its products you need will then all be within

arm’s reach. this greatly facilitates the process, and thus costs the business less.

FocUs on sWiFT resUlTs and a sHorT-Term Plan most smes want to see fast results, and it may therefore make sense to produce a

short-term action plan. Prepare the plan so that the business is able to see, within the

next 8-9 months, the potential associated with exporting its products and services.

phasE VaLiDatiOn tEst impLEmEntatiOn

3.5 contact the businessIt is very important that you understand the business’s culture, and target your communication accordingly when contacting the business with a view to presenting your ideas as an export consultant. It may also be use-ful to have an idea of how long you need to wait before following up on your first email. Follow the advice below when contacting a business for the first time.

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emAil/sAles letter bAseD on tHe AiDA moDel. Yourfirststepistowriteanemailinwhichyoupresentyourexportproposalwitha

view to following up by telephone. Tailor your language to the style which the busi-

ness signals on its website. Are you writing to highly qualified individuals, or more

down-to-earthtypes?Youremailwillbecompetingwithmanyothers.In the email, say

when you intend to follow up by telephone, and stick to this date. Do not expect the

business to call you – it is up to you to take action.

The AIDA model will help your email to stand out and ensure that it is read:

THe aida model

attention.Inourmedia-filledworld,youneedtobequickanddirecttograbpeople’satten-tion. use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next. With most office workers suffering from e-mail overload, action-seeking e-mails need subject lines that will encourage recipients to open them and read the contents.

interest. Thisisoneofthemostchallengingstages:You’vegottheattentionofachunkofyour target audience, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail? Gaining the reader’s interest is a deeper process than grabbing their attention. they will give you a little more time to do it, but you must stay focused on their needs. this means helping them to pick out the messa-gesthatarerelevanttothemquickly.Sousebulletsandsubheadings,andbreakupthetextto make your points stand out.

desire. the interest and Desire parts of aiDa go hand-in-hand: as you’re building the rea-der’s interest, you also need to help them understand how what you’re offering can help them in a real way. the main way of doing this is by appealing to their personal needs and wants.

action. Finally, be very clear about what action you want your readers to take; for example visit our website of more information, or i will contact you on a specific date rather than just leaving people to work out what to do for themselves.

kilde: www.mindtools.com

folloWinG uP by PHoneThe next step is to follow up by telephone; here you need to be ready to describe

your idea in more detail. The purpose of the email and the follow-up phone call is to

be able to take the third step, i.e. schedule a personal meeting, which gives you the

opportunity to explain your idea and sell your competencies.

elevAtor tAlkItisagoodideatoprepareaso-called‘elevatortalk’,whichyouwilloftenneedfor

network or spur-of-the-moment meetings. The elevator talk is an ultra-short sales

presentation of yourself and your business which you give when you meet someone

from an SME who might be interested in your export assistance.

2726

ImaginethatyoumeetsomeonefromtheSMEinanelevator,andsheasks:“What

doyoudo?”Sheisgoinguptothethirdfloor,givingyouonly30secondstoclearly

explain your work. The message must be so clear and unambiguous that the listener,

on stepping out of the elevator, says: “That’s just what I need. Give me a call so you

can tell me more about it.”

PersonAl meetinGPrepare thoroughly for the interview. Have your elevator talk ready so that you can

quicklyandsuccinctlypresentyourselfandyouridea.BringalongyourSWOTana-

lysis, ideally adding the finishing touches to it together with the person you are me-

eting.Youneedtobeabletopresentsolutionstoanyweaknessesandthreatswhile

talking about all the opportunities and strengths you see for the business and your

collaboration on establishing exports to new markets.

Yourpersonalappearancewillhaveastrongbearingonwhetherornotyousucceed

in selling yourself and your idea. During the first 10-20 seconds, the person you are

meeting will have formed an impression of you and thus your services. Remember

that you are communicating both verbally and non-verbally.

Perhaps use your network of Danes who are experienced with Danish business cultu-

re as a sounding board on your communication with the business. Address the needs

of the business, and openly present your competencies, your experience and your

commitment as a freelance export consultant. ✻

elevAtor tAlkYour30-secondelevatortalkshouldcoverthefollowing:

• Whoyouare

• Yourpotentialclients

• Whichconsultancyservicesyouoffertoexportbusinesses

• Theresultsyouhavepreviouslyachievedforotherbusinesses

• Whatvalueyoucangivethepotentialclient

cHecklist

• Find out about the business and what the business needs

• pay attention to your body language

• avoid using technical terms and expressions out of context

• Be positive and smile. this conveys self-confidence and inspires trust

• Dressappropriately.Theclassicexampleisthechoicebetweenasuit or a pair of jeans. at the end of the day, you should wear what feels most comfortable.

• Finally, remember to switch off your mobile phone.

cAse: Australian business economist boosts online sale

HannahWest´smissionistogivepeopleallaroundtheworld online access to Danish designed products and to create growth in Danish companies.

2928

That’stheopinionofHannahWestwho

moved from Australia to Odense in Oc-

tober 2011, because her Australian boy-

friend was offered a job as a researcher

at the University of Southern Denmark.

Because of that, she has decided to help

Danish companies sell their products

online. In July 2012, she received her

own CVR number (Business Registration

Number), which marked the launch of

her company Scale Angel.

Hannah has previously lived in France,

USA and Singapore, where she took a

Master in Finance.When her boyfriend

accepted the job offer in Denmark she

was ready for new adventures, so she

left her job as a business analyst “down

under” and moved across the globe with

her boyfriend.

“Of course it is uncertain to leave your

job for nothing. But moving to Denmark

has given me the chance to find out what

I’m very passionate about, and that is

running a company”, says Hannah who

grew up in a family of entrepreneurs.

better Access to DAnisH ProDucts”As soon as I arrived in Denmark, it

struck me how many fabulous products

there are. Danes are really good at de-

sign and innovation, but it surprised me

how little of this is sold globally”, says

Hannah.

“I found out that only 20 % of the small

Danish enterprises sell their products

online and only 10 % attempt to sell it

internationally. My mission is to give

people all over the world access to the

products online, and at the same time

create growth in Danish companies”, she

says.

And Hannah is well prepared for the

mission with an education in Business

Economics and experience in manage-

ment consultancy and financing from

the Australian company Macquarie

Group. For six years, she has also wor-

ked with websites and online marketing

strategies for companies. She now uses

this experience in Denmark.

Besides developing an online sales plat-

form for companies, Hannah and Sca-

le Angel are also forming partnerships

with companies she finds interesting to

contribute to with her expertise in finan-

cing and strategic counselling.

mentor becAme PArtnerThefirstcompanyHannahWestbecame

a partner in was Besos.dk. They sell ex-

clusive scarves online in both Denmark

and abroad. The company was started in

cooperation with Danish Helle Sæthre,

who used to be a mentor for Hannah.

Helle Sæthre had a plan to establishing

a webshop, and Hannah was looking for

a local partner with interesting products,

which she could sell online. And the

two women agree that they are a great

match. They are now partners and no

longer mentor and mentee.

In September they started the company

Besos.dk. The name means kiss in Spa-

nish, and they chose it because they

think a beautiful scarf is like a kiss. It

makes you feel good and keeps you

warm on the coldest day.

Besos.dk will not be Hannah’s last com-

pany based in Denmark. The proactive

Australian woman is already negotiating

to become a partner in another com-

pany.

imPresseD by offers for entrePreneursHannahWest is impressed by the help

she has received, both before and after

she became an entrepreneur.

“It is amazing that such a small country

as Denmark has so many good things to

offer entrepreneurs and budding entre-

preneurs. It is amazing. I have participa-

ted in a lot of courses and conferences

with great profit, “says Hannah. ✻

Denmark swarms with great design, but the design compani-es neglect to sell the products online both inside and outside the country borders.

cAse: Australian business economist boosts online sale

HAnnAH’s ADvice for entrePreneurs• Don’tworryaboutwhetherornotyouhavetheperfectbusinessidea.Concentrateon

carrying out your own idea.

• Itiscrucialthatyoubelieve110%inthesolutionyourbusinessoffers.Otherwiseyou

can’t make it through hard times, because challenges, setbacks and criticism will ap-

pear. Especially if what you offer is different from anything else.

• Don’twaitfortheperfecttimetolaunchyourcompany,becausethereisneveraper-

fect time! Forget the excuses and get started.

3.6 Pitch your export Action Plan

It is important that you carefully consider how to pitch your Export Action Plan to a business. In the case of a short, spur-of-the-momentmeeting,an ‘elevatortalk’ isrelevant,whilea‘pitch’ismoreappropriateandvaluableforalongersalesmeeting.

3130

Theword ‘pitching’stems frombaseball,where thepitcherkicksoffplayandde-

termines what the other players do. This is what you need to do as an independent

freelance export consultant when selling your export idea to the business. Pitching

is also useful as a way of building on and developing an elevator talk.

PitcHinGThe pitch is used to present your Export Action Plan in greater length at a scheduled

business meeting. A successful pitch holds your listeners’ attention and keeps them

interested.Youmustbuildarelationship,engendertrustandshowthatyouarepart

of their team. ✻

five fActors tHAt cAn HelP to creAte A GooD PitcH for your exPort iDeA

1. Be specific: Explain exactly what you have to offer. perhaps take a

look at the areas where Danish smEs seek export assistance

2. Be visual: make a visual presentation of the plan and show the

business how it can boost revenue by exporting to a new market

3. Besuccinct:Youneedtobefocusedtoholdyourlisteners’attention

4. instil confidence: as an export consultant, you are basically trying

to point the business in a new direction. Convince your listeners, so

the smE feels confident in trying something new.

5. Focus on results: talk about your results and practical experience

with exports or the particular market which is relevant for the

business.

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Before starting up as an independent export consultant, there are some important areas which are well worth stud-ying in detail beforehand. Read about export barriers for small and medium-sized enterprises and export markets.

4. Worth knowing about smes and export

3534

tyPicAl cHArActeristics of DAnisH smes: • Smallandversatileorganisationswithconsiderableflexibilitywhere

everybody does everything

• Oftenstartedasinnovativeentrepreneurialbusinesses

• Lowerdegreeofformalsystemsandstructures

• Informationisofteninformalandadhoc

• Oftenfewerresources

• Expectationofpositivereturnintheshortterminordertosurvive

• Ownerofteninvolvedinrunningthebusiness

• Managersoftenhavetoperformseveralroles

• No/fewhighlyeducatedemployees(specialists)

• Limitedlanguageskills(overandaboveEnglishandGerman)

• Oftenrecruitvianetworksandpersonalrecommendations

internAl bArriers: resources AnD ProDuctThe internal barriers to export for SMEs often stem from a lack of financial resources

and access to financing. As a freelance export consultant, you can therefore offer

and sell your services as a flexible solution which the business is not bound by in

the long term.

For some businesses, the product they want to export is tailored exclusively to the

Danish market and not, as yet, to international markets. It is therefore worth finding

out whether the product is ready for export, or advise on what the business should

do to adapt it to the export market in question.

A business may also lack adequate legal or technical know-how, and therefore you

can provide guidance within these areas in relation to specific export markets.

externAl bArriers: culture, lAnGuAGe AnD lAWIt is also important to consider the external factors which have a bearing on whether

the business is ready to export. As an export consultant, you are able to advise the

business on:

communicAtion WitH DAnisH businesses

it is very important that you understand the business’s products, identity and culture and

then target your communication accordingly. use your network of Danish contacts who are

experienced with Danish business culture as a sounding board with respect to your commu-

nication with the business. acknowledge the business’s needs, and apply your competen-

cies, experience and commitment as a freelance export consultant.

4.1 understanding the DnA of smes

• Legislationintheexportcountry

• Technicalbarrierstotrade(requirementsretesting/certification/approvals)

• Customsdutiesandbordercontrolforoverseasmarkets

• Geographicalandculturaldifferences

• Largertravelandshippingcosts

• Foreignbusinessculturesandlanguages

• Bureaucracyandcorruption

smes seek exPort AssistAnceAccording to the Trade Council, SMEs are seeking help with their exports within the

following areas:

• Identifyingrelevantmarkets

• Marketandcompetitoranalyses

• Clarifyingtradepracticesanddistributionandsaleschannels

• Partnersearches

• Marketingintheformofparticipationinjointexportdrivesandtradefairs

• Establishmentabroad

• Recruitmentabroad

As an experienced freelance consultant with strong competencies, networks and bu-

siness acumen, you will definitely be able to offer your assistance in some of the

above areas and open the doors to new growth-generating markets. ✻

To sell your services as an export consultant, it is well worth knowing what characterises Danish small and medium-sized enterprises (SMEs), which face both internal and external barriers to export.

3736

cAse: specialist knowledge becomes export success

After a short study trip to Denmark, Jean-Marc Ferran, a French-Lebanese, has now started a family and estab-lished his own business in Copenhagen with customers in six European countries

3938

In only three years, Qualiance has built

up a solid portfolio of customers in Den-

mark, Sweden, Switzerland, Belgium,

France and Germany.

“I’ve hit a growing market, and I see

good prospects for my business in fu-

ture,” says the entrepreneur.

feW montHs becAme yeArsJean-Marc Ferran grew up in France in

a Lebanese family. In 2001 he came to

Denmark to complete a Master’s degree

in computer science and applied mathe-

matics with a semester at DTU, Technical

University of Denmark, in Lyngby near

Copenhagen.

Originally, his plan was to only spend a

few months in Denmark, but he has now

been here for 12 years.

“The Danish company which I wrote

about in my thesis offered me a job

when I finished my degree, and I thought

‘Whynot?’”,hesays.

Later, he started working as a statistician

atNovoNordiskA/S, beforemoving toa

position as Director of Statistical Program-

mingwithFerringPharmaceuticalsA/S.

Perfect timinGAfter eight years in good jobs in Copen-

hagen, he took the plunge in 2010 and

became self-employed.

“I had reached a point where I had plenty

of experience and a strong network, and

it was a good age to start up on my own.

If I was ever going to do it, it had to be

then,” he recalls.

The desire to have his own business just

came suddenly. Jean-Marc Ferran’s busi-

ness concept is based on the same tasks

that he was performing at Novo Nordisk

and Ferring, but as a self-employed per-

son he can be involved in several paral-

lel projects while further developing his

competences.

The idea had to be put to the test, and

during the start-up phase he sought ad-

vice from Copenhagen Business Service,

which also helped him find the right law-

yer and accountant.

internAtionAl APProAcH from tHe outset“Right from the outset, I wanted

Qualiance to be an international busi-

ness. It seemed perfectly obvious with

my background,” says Jean-Marc Ferran,

who speaks fluent French and who has

also been speaking English at work for

more than ten years. Moreover, he has

a strong network within the industry in

several European countries, which has

been a big plus in setting up an export

company.

The price he has paid for his entrepre-

neurial success has been lots of hard

work. According to Jean-Marc Ferran, he

has never worked as many hours as he

is working at the moment, totting up be-

tween 60 and 80 hours every week.

“But I have not regretted my decision for

a second,” he says.

Through his extensive network, Jean-

Marc Ferran recruits experienced pro-

ject employees when he needs help with

large jobs. Likewise, there are periods

when he is able to help others. Soon,

Jean-Marc Ferran will again need to

bring in outside resources because the

work is piling in, and at home a little

baby is on the way.

“I need to find a different work-life bal-

ance, and it will be a challenge,” he admits.

excellent locAtion in coPenHAGenJean-Marc’s girlfriend is from Lithuania,

and the international couple have no in-

tention of leaving Denmark.

“There is a strong pharmaceutical indus-

try here, which is why Qualiance is so

well located in Copenhagen,” says Jean-

Marc Ferran.

“Moreover, it’s easy running a business

in Denmark. I get the impression that

there would be quite a bit more bureau-

cracy if I wanted to start a business in

France. And even though income tax is

high, corporation tax is actually compet-

itive relative to other European coun-

tries,” he says. ✻

cAse: specialist knowledge becomes export successJean-Marc Ferran has created an export success. His compa-ny Qualiance Aps offers statistical programming and clinical data management for pharmaceutical companies of various sizes, and his customer base is constantly growing.

4140

4.2 new export marketsNew global markets offer considerable unexploited ex-port potential. Help businesses to move beyond Europe-an borders and enjoy success on new markets in growth countries and cities.

4342

As an export consultant, you are in a position to help Danish businesses based on your

expertise within well-known, new, small and large markets. Danish businesses prima-

rily trade with customers in neighbouring countries but, with an export consultant on

board with the right network and export acumen, they can take their products overseas.

tHink GlobAllyAccordingtothebook‘Standingonthesun:HowtheExplosionofCapitalismAbro-

adWillChangeBusinessEverywhere’ publishedby theHarvardBusinessReview

Press, the global economy will see dramatic changes within the next 30 years. Today,

western economies account for 75 per cent of global GDP – in 2050 this figure will

be just 32 per cent. Thus, there is considerable potential in taking a more global

approach to SMEs’ export strategies.According to the Trade Council, world affluence

has also shifted. New markets such as Turkey, Indonesia and Mexico are lands of

opportunity for Danish SMEs.

GroWtH AnD mArket oPPortunitiesThe new markets are the so-called BRICS countries, to which an increasing number

of Danish businesses are exporting:

• Brazil

• Russia

• India

• China

• SouthAfrica

According to the Trade Council, it would also be beneficial for businesses to draw up

astrategyinrelationto‘Next11’,whicharecountriesshowingsignsofgrowth.These

countries are:

• Turkey

• SouthKorea

• Bangladesh

• Egypt

• Philippines

• Nigeria

• Indonesia

• Vietnam

• Mexico

• Pakistan

• Iran

DenmArk’s key exPort mArketsMany Danish businesses are cautious in relation to exports. Seventy-five per cent

of Danish trade is with other EU countries, by far the majority with our neighbouring

countries. The following is a list of Denmark’s top ten export markets:

1. Germany

2. Sweden

3. UK

4. Norway

5. USA

6. Netherlands

7. France

8. Italy

9. Poland

10. China

metroPolises As exPort mArketsMarkets can be restricted to a single growth metropolis. According to the Trade

Council, there are 440 growth cities worldwide. Most of these are found in China and

India, but the following count among the largest growth cities elsewhere: São Paulo,

Moscow, Mexico City, Istanbul, Lagos and Dhaka. In Europe, London, Munich and

Stockholm are worth mentioning.

A general rule of thumb is that all cities with a population of more than 1 million

people represent a good market for Danish businesses. ✻

uP-to-DAte mArket informAtion

in the report ‘Winning the $30 Billion Dollar Decathlon – Going for Gold in Emerging

markets’, mckinsey & Company describes which 440 large cities will see huge growth in

future.

the trade Council regularly prepares detailed export market analyses.

4.2 new export markets

4544

cAse: rumanian teaches Danish export companies chinese

WithauniversityeducationinChineseandnineyearsof work experience, Rumanian Oana Hansen is commit-ted to teach Danish business people how to manage themselves in China.

4746

Many Danish companies have an inte-

rest in export to China and Oana Hansen

is offering them her help.

Inhernewlystartedbusiness,“Kinesisk

KursusAarhus”,Oanateachesbusiness

Chinese. Besides teaching the partici-

pants the language, the courses also

include an introduction to the Chinese

business culture and common courtesy.

knoWleDGe About cHinese cultureThe target audience is companies who

wish to gain foothold in China or who

have employees about to be posted abro-

ad. Furthermore, Oana Hansen offers

the companies the possibility for her to

travel along as an interpreter and to pro-

vide support in relation to negotiations.

“It is a great advantage that I too have

been through the process of learning the

language and culture in China because

I know where they will face the biggest

challenges”, Oana explains.

“China is one of the BRICS countries

with a growing market, but China is also

very alien to many people. It is necessa-

ry to understand the Chinese language

and culture in order to make good trade

contacts in the country”, Oana adds.

”As an example, it gets easier to negoti-

ate and figure out who the real decision

maker at the conference table is, when

you understand a bit of the language and

the Chinese tone”, Oana explains.

met DAnisH HusbAnD in cHinAOana Hansen came to Denmark four

years ago. She is married to a Danish

man, who she met in China. Both had

good jobs in China – he worked for a Da-

nish company and she worked for a big

Americanconcern.Whentheyhadtheir

son, Oana’s husband wanted to go back

to Denmark.

“Denmark is a good place to grow up”,

Oana says about their joint decision.

But it is not easy to get a job in Denmark,

Oana learned after many fruitless appli-

cations.

“It took me by surprise, given that I had

heard a lot about the Danish compani-

es, who want to penetrate the Chinese

market. With my university education

in Chinese and English and nine years

of work experience in China, I have the

right qualifications”, she says.

creAteD Her oWn jobNow she has taken things into her own

hands and has become an entrepreneur.

In their house in Viby, Oana and her

husband have decorated a big, modern

seminar room and the first group of stu-

dents is already in full swing with a ten-

week course in business Chinese.

“From the outset, my husband has

backed me up 100 percent and he has

also attended free courses on entrepre-

neurship to help me get started”, Oana

says.

Withaseminarroomathome,shecan

keep the expenses on her newly started

business down and that suits her fine gi-

ven the fact that it takes time to become

a well-known course organiser.

“I have invested in a home page and an

advertisement and that has been suffi-

cient to get enough course members for

my first class. Now I am considering get-

ting flyers printed to hand out at institu-

tions of higher education”, she says.

tHe little DetAils mAtterOana Hansen teaches three hours at a

time and she wants no more than six

course members in every class to make

sure they all benefit from it. It is also im-

portant to have time to talk about China

and the course members have many

questions.

“The Chinese are very different from us

down to the very last detail. The way you

order food in a restaurant or conduct

small talk before a meeting, for examp-

le, differs from European culture. It can

be of vital importance for the future suc-

cess in China that you are prepared for

that”, Oana says.

Among other things, she teaches her

course members that it is more polite

to lie than to decline a dinner invitation.

And that the Chinese always expect you

to bargain over the price, even in fancy

conference rooms at big companies.

“There are many things that take foreig-

ners by surprise in China, and because

I am not Chinese myself, I have an eye

for the small details that differ from the

European culture”, Oana concludes. ✻

oAnA HAnsen´s ADvice to entrePreneurs WAntinG to estAblisH tHemselves As exPort consultAnts

• Useyournetwork

• FollowthecoursesofferedbyStartvækst

• Bepatient,holdonandhavefaithinyourselfbutdon´tforgetto

listen to other people too

cAse: rumanian teaches Danish export companies chinese

5. Free guidance

4948

Get inspired by the online tools described below here within export and entrepreneurship

5.1 online tools

entrePreneursHiP in DenmArk On entrepreneurshipindenmark.dk you can find over 130 articles containing tools

and information on entrepreneurship. The tools take you through a startup adven-

ture from idea to growth. Among these tools you will also find this export guide in

an online version.

ekfEKFisDenmark’sofficialexportcreditagency.EKFoffersyougreatersecurityand

paves the way for better financing and boosting of your sales.

inDre mArkeDs centerFind more information or seek assistance on legislation within the EU.

tHe trADe councilThe Danish Trade Council is the export and investment organisation within the Mini-

stry of Foreign Affairs of Denmark. Their website contains a lot of relevant informa-

tion about markets, growth and export.

virk – business in DenmArkVirk is your company’s digital entrance to the Danish authorities. On this site you

can find information on rules, permits and registration.

virkGuiDenLearn how to register a company by watching these guides.

Find online tools, information and export networks that are relevant for you when you wish to start as an export consultant

5150

Find information on networks for international export consultants and Danish SMEs that wish to export.

5.2 export network

exPort tAlent AnD internAtionAl tAlent lAbExport Talent and International Talent Lab are programmes run by Copenhagen Bu-

siness Service. The programmes are directed at expats living in Denmark, who wish

to work as export consultants for Danish small and medium-sized enterprises. Hig-

hly educated people with an international background can support SMEs in devel-

oping and extending their businesses to other countries, by helping the SMEs deal

with linguistic and cultural challenges.

GlobAl trADe netWork Global Trade Network was founded by Innovation and Business Service at Slagel-

se Municipality. Small and medium-sized enterprises often face challenges such as

foreign culture, customs and language when they wish to enter a new export market.

Global Trade Network deals with these challenges by connecting Danish export bu-

sinesses to foreign professionals in Denmark, who have relevant knowledge about

specific export markets.

5352

5.3 organisations and associations

Find organisations and associations within job, entrepreneur-ship and network who work with people with an international background in Denmark.

coPenHAGen cAPAcity tAlentCopenhagen Capacity’s talent department directs Denmark’s first large-scale pro-

gramme to coordinate initiatives to attract and retain international knowledge wor-

kers, researchers, students and their families. This includes improving expat fra-

mework conditions, gearing SMEs to employ international talent, and sharing best

practice across municipalities, business, governmental bodies, industry clusters,

and research & educational institutions. Moreover, the talent department will run

an international branding effort to build a talent pipeline in key sectors by creating

awareness of Denmark as an attractive place to study, work and live.

eksPortjob.DkJobindex has created a special job and CV database for export jobs. Eksportjob.dk

builds a bridge between companies and skilled workers with special knowledge. The

idea behind the job database is that skilled job seekers, also with a non-Danish back-

ground, can find and apply for jobs within their areas of expertise.

foreninGen nyDAnskerThe Association New Danes (Nydansker) is a leading, independent centre for diversi-

ty. The Association works to lower the barriers for ethnic minorities and immigrants

onto the labour market. Among other things, the Association has a mentor program,

where you will be matched with a volunteer career mentor, who will spend about two

hours every month helping you with your job application process or career planning.

first job in DenmArkFirst job in Denmark is a project under the Danish employment and integration ma-

nagement. First job in Denmark provides a thorough introduction to the Danish la-

bour market. They focus on your skills and networking, and also assists with how and

where to search for jobs, applications & CV’s.

novum Novum is a non-profit organisation that is facilitating contacts between Danish

export enterprises and highly educated foreigners residing in Denmark looking for

jobs. Novum’s six week course opens the doors for foreigners resident in Denmark

to small and medium sized enterprises.

o.n.e. DAnmArkO.N.E. Danmark is an organisation bringing together local, Danish youth organi-

sations working with education and career opportunities. O.N.E. Danmark aims at

creating a knowledge sharing network between highly educated young Danes with a

non-Danish ethnic origin.

jobnetJobnet is the public jobcentres website for all jobseekers and employers in Denmark.

Jobnet enables you to search for a job among many thousands of vacant jobs or to

find a new employee. Jobnet has more than two million visitors every month. At

Jobnet you can also find information on job searching, training and recruiting of new

employees.

internAtionAl community AArHusInternational Community aims to support international employees and their famili-

es during their stay in the Aarhus region. Our venture to create social and professio-

nal networks to the benefit of expats encompasses a wide range of events, seminars

andonlineactivities.Wealsooffersupporttocompaniesintheireffortstorecruit

and retain international employees.

WorkinDenmArkDenmark’s official entrance for employers and foreign job seekers. The website con-

tains job and CV databases, as well as a range of important information about the

recruitment and hiring process and other useful facts on residing in Denmark.

neW to DenmArk The official portal for foreigners and integration. It contains a special section on work

and recruitment.

6. reference list

Klaff, Oren, an interview on the Chase Jarvis Live show,

http://pitchanything.com/oren-explains-live-the-pitch-anything-method/

McKinsey & Company, ‘Winning the $30 Billion Dollar Decathlon

– Going for Gold in Emerging Markets’,

http://www.mckinsey.com/insights/strategy/winning_the_30_trillion_decathlon_go-

ing_for_gold_in_emerging_markets

Meyer, Christopher: ‘Standing on the Sun: How the Explosion of Capitalism

Abroad Will Change Business Everywhere’, the Harvard Business Review Press,

2012

www.startvækst.dk

www.entrepreneurshipindenmark.dk

http://borsen.dk/konferencer/gazeller.html

www.mindtools.com

http://um.dk/en/tradecouncil/publications/market/

Competent feedback and information:

Peter Mygind Rasmussen, Svetlana Gertsen, Virginie Morlet and Giovanni Orio.

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