Around the Block or Around the World

UPSThe International Business Series is brought to you by UPS. Discover the new logistics. It levels playing fields and lets you act locally or globally. It’s for the individual entrepreneur, the small business, or the large company. Put the new logistics to work for you.

global shippingToday’s business, regardless of size, isn’t limited by geography. The days of opening up markets with large scale expansions and trade agreements have gone by the wayside due to the borderless nature of the Internet. Now, anyone with an Internet connection can do business on a global scale. But, if you want to find markets to expand your business outside of the U.S. there are some things you should understand before you get started.

Know what you don’t know

Even if you only plan to sell a few items globally from your ecommerce web site, your efforts to expand will benefit from gaining knowledge about doing business internationally. Best practices, global communication tips, payment, trade opportunities and shipping are issues that require some study and vary from country to country.

This International Business Development Series by Cindy King is a great place to start your education. The U.S. Department of Commerce offers some nice research on global competition. Also check out sites like, , and

Test the waters

One of the easiest ways to expand is to do so in the handful of English speaking countries around the world. The language barrier can add extra logistics if you’re just getting started.

Make use of free and low-cost tools such as Skype – to make international calls, PayPal – to facilitate International transactions, UPS small biz (yes a sponsor of this post, but great tools and info) and even Google Translate – to help with basic language translations is a great way to start branching out without spending a great deal of money to set up shop.

Understand how your brand translates

One mistake small businesses can make when reaching out to global audiences is to misunderstand the impact, or lack of, that important brand elements or terminology may have.

For example, my brand, Duct Tape Marketing, carries a great deal of impact and communicates a very specific message to North American small businesses, but has far less and even confusing impact even in English speaking countries like Great Britain.

If you plan to get serious about global expansion you may need to reassess many of the elements of your brand to make sure they translate effectively.

Make your site global friendly

For many small, global businesses the website is the port of entry. It’s essential that you start look for ways to Internationalize your site and in some cases even create localized versions. You may even consider using a professional translation service to create localized landing pages and versions of your site.

Add a map to show your location and offer free translation tools so that visitors can translate on their own. Get local testimonials as soon as you can and feature customers from other parts of the world to demonstrate your reach.

Even if your entire site is in English there are ways to make it more global friendly. Want to know the best way to write English for a global audience? Subscribe to the The International Herald Tribune – the global edition of the New York Times features short, simple sentences, avoids cliches and sticks to active verbs – all good examples of writing for a non native reader.

Get feet on the street

If your international efforts pay off and you want to expand further you may want to find local representation. At the very least you should take a trip and learn what you can about some of the countries you plan to sell in. offers some great resources on traveling abroad for business.

One of the best ways to learn about a region’s business climate is to attend a trade show related to your industry. This is a great way to sniff out potential product sources, local representatives and make state and local government contacts.

By-products Offer Some Seriously Overlooked Opportunities

According to this entry in Wikipedia – A by-product is a secondary or incidental product deriving from a manufacturing process, a chemical reaction or a biochemical pathway, and is not the primary product or service being produced. A by-product can be useful and marketable, or it can be considered waste.

by-product marketingWhile the practice of creating products from a primary product’s waste (lanolin – from the cleaning of wool) is commonplace in manufacturing environments, I think there are some great opportunities for innovation through by-products lounging around in every business.

The key is to simply start leveraging everything you’re good at doing – even if it’s seemingly unrelated to your core business.

For example, if you’ve gotten very good at online marketing and social media use, why not set-up a series of workshops and teach your clients how to do the same? There are countless examples of businesses creating successful marketing or management systems and then turning them into products for their industry.

If you’re good at hiring super stars, good at lead conversion, good at technology, good at creating buzz, you probably have an opportunity to turn that skill into a by-product.

Some may think, “sure, I could create all these by-products, but wouldn’t that just divert my focus from our core products and services?” Maybe, but you may also find something that should be your core product. Jason Fried, co-founder of 37 Signals, tells a story about how his web design firm needed a project management tool so they created one for their own use. Clients liked it so much they started offering the tool to others and before they knew what hit them, they had created Basecamp and altered the direction of their business forever.

Another great reason to start mining your business for by-products is that it’s a great way to up your expert status. Even if your by-product doesn’t ever offer long-term revenue and profit possibilities, there’s a good chance you can leverage it to get more exposure. By taking a leadership role in teaching your clients or an entire industry how to do something well, you’ll open up opportunities for media exposure, industry event speaking, access to suppliers, and in all likelihood, the ability to charge more than your competitors for your core offerings.

This notion is so powerful it should be part of your marketing plan and Marketing HourglassTM

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