Navigating Global Markets: A Step-by-Step Exporting Guide for Small Businesses
Entering the global market may seem daunting for small businesses, but with the right strategy, it can be a powerful tool for growth, sustainability, and resilience. In a recent virtual workshop hosted by Black TechLink’s Executive Director Elizabeth Cotton, Dr. Sarita Jackson—Founder and CEO of the Global Research Institute of International Trade (GRIT)—laid out the roadmap for small businesses interested in exporting their products or services.
This comprehensive session, part of California’s Export Training Program, addressed the foundational aspects of global trade and provided practical tools for new and emerging businesses ready to expand internationally. Here’s a breakdown of the key takeaways.
Why Go Global?
The first and most critical question is: why consider exporting at all? Dr. Jackson emphasized that international markets offer more than just increased revenue—they offer business stability. For many businesses, international diversification can help offset declines in domestic markets during economic downturns. Global expansion allows businesses to increase market share, extend the product lifecycle, and tap into profitable, underserved markets abroad.
For example, Dr. Jackson recounted a client who extended the viability of his product by introducing it to new international markets after demand declined in the U.S.
Are You Ready to Export?
Before diving into international waters, businesses must assess their readiness. This includes evaluating:
Financial resources and capital
Internal skills or access to multilingual staff
Cultural and policy knowledge relevant to target countries
A clear understanding of export regulations
Dr. Jackson stressed the importance of conducting a thorough SWOT analysis to identify strengths, weaknesses, opportunities, and threats specific to international trade.
The Power of Market Research
One of the most overlooked steps in exporting is detailed market research. Businesses should explore trade trends, identify top markets for their product or service, understand demand over time, and assess competitive landscapes. Knowing your competition—both domestic and foreign—as well as understanding the profile and purchasing behavior of potential buyers, can make or break your export strategy.
Dr. Jackson shared how GRIT provides detailed lists of both buyers and competitors to help small businesses make informed decisions and avoid costly missteps.
Non-Tariff Barriers and Regulatory Challenges
While tariffs are primarily associated with physical goods, service-based businesses should also be aware of non-tariff barriers. These can include complex licensing requirements, discriminatory regulations, or limitations on digital access. Dr. Jackson cited an example of a robotics education program that encountered internet access issues in Zambia, hindering their ability to run virtual sessions.
For products, regulatory compliance can involve health and safety standards, testing protocols, and packaging requirements. These must be addressed before entering a new market, often with the help of customs brokers or international trade attorneys.
Developing a Strategic Export Plan
Using insights from the assessment and market research, businesses should build a solid export plan that includes:
Entry strategies
Budget forecasting
Regulatory checklists
A detailed process from market selection to delivery
Dr. Jackson recommended working with advisors to create a tailored plan based on your product, business model, and internal capacity.
Product and Service Adaptation
Adapting your offering to fit the norms and expectations of your target market is essential. This includes:
Packaging design and labeling
Product sizing and voltage requirements (for electronics)
Cultural and linguistic considerations in marketing
Service delivery models that align with local customs and digital infrastructure
Even your website may need localization to resonate with international clients.
Understanding Export Costs and Financing
Exporting is an investment. From landed costs (production, shipping, insurance) to import duties and document fees, businesses must calculate the total cost of entering a new market. Service providers may face costs related to IP protection or compliance, even if they don’t ship physical goods.
To support this, Dr. Jackson and Elizabeth Cotton discussed financing options such as:
The California STEP Grant
Export-Import Bank programs
SBA’s international trade loans
These tools help businesses fund trade show participation, translation services, and market research.
Getting the Goods There: Logistics and Documentation
Shipping products internationally involves working with freight forwarders and customs brokers to ensure proper documentation, packaging, and insurance. Failure to complete these steps correctly can result in costly delays or rejection at the border.
Documentation like the Certificate of Origin, Harmonized Tariff Schedule codes, and product descriptions must be accurate. As Dr. Jackson noted, the responsibility for accuracy ultimately falls on the business—not the logistics providers.
Contracting Opportunities and Development Banks
In addition to direct exporting, small businesses—especially service-based ones—can participate in global trade through contracting. Dr. Jackson emphasized how development banks such as the World Bank, African Development Bank, and Inter-American Development Bank offer large-scale projects that require U.S. partners for implementation.
Many of these opportunities are listed on platforms like SAM.gov, where businesses can bid directly or serve as subcontractors under larger primes. This route offers consistent funding, sustainability, and payment assurance compared to informal international ventures.
Building a Long-Term Global Strategy
Dr. Jackson concluded by encouraging business owners to integrate international strategy into their business plans from the beginning. Rather than viewing exporting as a secondary goal, businesses should see global expansion as a core part of long-term growth and resilience.
To support this, Black TechLink and GRIT are offering follow-up workshops, including a financing session featuring representatives from the SBA and the Export-Import Bank. An in-person session to help businesses develop export plans is also scheduled for later this year in San Diego.
Final Thoughts
Whether you’re a product manufacturer or a digital service provider, the global market holds vast potential. With the right training, partnerships, and research, small businesses can successfully navigate international trade. By investing in planning, compliance, and financing tools, your business can expand its impact—and its revenue—on a global scale.
Stay tuned for upcoming sessions, and take the next step toward making your business a global success.
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