Building an export vision is a critical step for any organization planning to expand internationally. This article outlines the practical steps and introduces FITT’s Export Vision Board, a tool designed to help organizations map out their global expansion.
In the current trade environment with all the disruption we’ve seen lately, there’s been a lot of talk about the importance of diversification, diversifying your export basket, and finding new customers. But in order to expand and explore new opportunities, each organization needs to have a clear vision of what exporting looks like for them, whether it’s opening up new markets or exporting for the first time.
This vision will act as a strategic roadmap, guiding your decisions and helping develop your more detailed export plan.
What is an “export vision board”?
All organizations fall along a spectrum from “export unaware” to “export experienced,” and we call that the export continuum. Regardless of your position, it’s vital to assess your readiness and clarify what exporting means for your business. Some companies are just beginning to explore the idea, while others have experience in one or more international markets and are seeking further growth.
For the Export Vision Board, it doesn’t matter where an organization is on the continuum.
It’s important to have the ability to work through various considerations in order to piece together what exporting into new markets might look like for your company. And what are your immediate next steps?
Is now the right time to export?
Why export with all this talk about tariffs and retaliatory tariffs and trade uncertainty? Well we know that exporting can be profitable for businesses of all sizes, and on average, sales grow faster, more jobs are created, and companies who export gain a significant competitive advantage. What’s important is that you need to understand the motivational factors for expanding.
Entering new markets requires significant time and resources, so it’s crucial to understand your motivation. Are you seeking new revenue streams, responding to market changes, or aiming for long-term growth?
Clearly defining your goals will help align your team and stakeholders around your export strategy.
Many companies struggle to know where to start, often overwhelmed by competing priorities. The Export Vision Board provides a structured approach through nine key considerations to clarify your direction and outline practical next steps.
Characteristics of a successful exporter
In the FITTskills training program we define the characteristics of a successful exporting organization. Here’s a mini checklist for you:
Proven success at home. Your company should have a solid track record in the domestic market or in at least one export market, showing traction and effective business planning.
Unique Value Proposition. Your product or service must offer clear advantages over competitors and be competitively priced—not necessarily the lowest, but justifying its value.
Long-term commitment. Be prepared to invest time, resources, and capital, often for an extended period before seeing returns.
Research and cultural awareness. Conduct thorough research to evaluate your export readiness, understand cultural differences, and address any gaps identified.
Clear export vision. You need a well-defined vision for entering and competing in new international markets.
FITT’s Export Vision Board was created to act as a resource for building this kind of clear vision. Using material taken from all of the six FITTskills courses, it can be used by companies of all sizes and stages to identify the fundamental components of a successful market expansion strategy.
Many companies struggle to know where to start, often overwhelmed by competing priorities. The Export Vision Board provides a structured approach through nine key considerations to clarify your direction and outline practical next steps.
The 9 Key Areas of Consideration for your export vision
The Export Vision Board walks you through nine critical questions to shape your export vision:
1. Why Export?
Identify your motivation for expanding internationally—whether it’s to overcome trade barriers, find new revenue, or increase competitiveness. Set clear objectives that align with stakeholder interests.
2. What Makes Me Different?
Define your unique value proposition. What sets your product or service apart, and why would international customers choose you over local or global competitors?
3. Where Do I Want to Export?
Pinpoint your target markets with specificity. Avoid broad regions; instead, focus on particular countries, states, or even cities where you have the highest potential for success.
4. Who Are My Customers?
Segment your target customers in each market. Understand their behaviors, preferences, and the types of relationships you’ll need to build—whether B2B or B2C.
5. How Will I Enter the Market?
Determine the channels and strategies for delivering your value proposition. This may involve direct sales, partnerships, distributors, or digital platforms, and will depend on your customer segments and local market dynamics.
6. How Will I Make Money?
Identify your revenue streams and major costs in each market. Pricing strategies may need to adapt to local conditions, and your approach may differ from your domestic market.
7. What Key Partnerships Do I Need?
Assess existing and required partnerships—logistics providers, agents, local allies, or third-party service providers. Leverage current relationships and seek new ones that are essential for market entry.
8. What Resources Do I Need?
Take stock of your physical, intellectual, financial, and human resources. Identify gaps and determine whether you need to secure additional funding, expertise, or personnel to support your export plan.
9. Where and When Do I Start?
Outline the key activities and next steps to launch your export journey. Set realistic timelines and budgets, and ensure your goals are achievable within your desired timeline.
From vision to action
Many organizations get stuck between ambition and execution. The Export Vision Board bridges this gap by helping you articulate your goals, identify necessary resources, and map out actionable steps. For example, your immediate next steps might include applying for funding, attending a trade show in a target market, or initiating contact with potential partners.
Breaking down your plan into manageable actions and establishing a timeline will keep your expansion on track.
Getting started with the Export Vision Board
Developing your export vision is the crucial first step toward a successful export plan. FITT’s Export Vision Board is a fillable template covering all nine areas, with completed examples for B2B, B2C, and service exports to guide you. By working through these considerations, you’ll be better prepared to navigate the complexities of international markets and position your organization for sustainable growth.
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