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Luc Fournier's avatar

I’m sold on trying to expand exportation of finished or semi-finished products to new markets BUT… it is not as easy as it may appear.

First, let’s deal with standards. Over the past 100 years or so we developed and/or used North American standards based on those of the US. We manufacture and sell many of our goods in Imperial not Metric but there have been changes over the past 20 years. A sheet of plywood is 3/4in, not 19mm and a screw is sold in inches and gauges not mm. The same for electrical as we use 120v, much of the rest of the world is on 220v. Radios operate on different frequencies in America vs Europe/Africa or Asia. The list goes on and on but it means that manufacturers must modify their products or create new ones for selling abroad. Understanding the standards, adapting the product, getting certification is a lengthy and costly process.

Second, we have language barriers. Selling abroad means specs and user manuals being translated. It also means you need to develop a sales force that can service these customers in their language, find local distributors, etc.

Third, unless you have a unique product, you will need to displace current suppliers with their established network, you may need to join existing supply chains. If you are part of a just-in-time supply chain, how do you ensure you can deliver on schedule or on short notice?

A long time ago, I worked in support of international trade and it often takes years for a Canadian manufacturer to enter the market, it requires maintaining a local presence, having staff that speaks the local language. These are things that are very difficult to build and maintain in hope of entering a market. Several tried and a significant number pulled the plug.

All this to say that while commodities can find markets quickly, manufactured products are at another level.

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