WVEF_Webinair_Justine.pdf

Justine Lan International Consultant International Trade Centre

Women Vendors Exhibition and Forum Sao Paulo, Sept 2015

Doing International Business in the Services Sector

1. The importance of services

2. How services exporters export

3. Export/ marketing strategy

Understanding Services The performance of a service

activity produces value by providing insights or solutions to

customers’ problems

Changes to..

What are Services Industries?

Financial Telecommunications IT & Computer Transport &

Logistics

Professional Business, Technical,

R&D Education &

Tourism Health

Media, entertainment,

cultural, audiovisual

Services incidental to mining,

agriculture and manufacturing

employment growth female wage growth productivity growth

Agrarian economies

Good dominated economies

services economies

Global trends in composition of services exports

23% 20%

31%

25%

23%

26%

23% 28%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2001 2011

Other Commercial Services (e.g. finance, communications, other business services)

Other Business Services

Travel Services

Transport Services

services outsourcing

Firm level upgrading

Smiley face

1. The importance of services

2. How services exporters export

3. Export/ marketing strategy

What? Services are provided by a resident to a non-resident

How? MODE 1

MODE 2

MODE 3

MODE 4

Services Supplier Buyer

MODE 5?

13

IBM Japan harnesses its global integration capabilities

Human Resources

Manila, Philippines

Accounts Payable

Shanghai, China

Procurement Operations

Shenzhen, China

Japan

Help Desk and Customer Service

Brisbane, Australia

Accounting

Kuala Lumpur, Malaysia

Back Office Services

Dalian, China

Example of a Services Supply Chain

OPPORTUNITIES FOR exporting services SMEs Firm size and production scale tend to matter less in services markets

than “nimbleness” and project by project flexibility BEGINS with the development of internationally competitive services

offerings REINFORCED by a well-thought out export strategy SUPPORTED by export promotion activities RESULTS in successful and sustainable export

Services exporters do international

business differently

Mutual trust

Project based

innovation

Creativity

Expertise

Cost

Technology Relationships

Reputation

Customer Focus

Online Functionality

Intellectual Property

Innovation

Competitive Factors

Government relations Include services in the national export development strategy

Level playing field

Remove barriers to trade

Public Private Dialogue

Traditional

Credit rating

Factoring

Export Credit Insurance

Foreign Direct

Investment

Seed Funding,

Microfinance

Innovative

Business Angels

Venture Capital

Crowd Funding

Impact Investment

Business Incubators

Public Private

Partnerships

Example A - Crowdfunding

Example B – Microfinance

1. The importance of services

2. How services exporters export

3. Export/ marketing strategy

Marketing your

services

Website

Success Stories / reviews

Capabilities & Qualifications

Marketing value &

solutions

Office in target market

Networking, relationship marketing

Marketing value and solutions

• May need a guarantee

• Local partner / other services firm

• For communication

• Client/ services provider travels

Transportation Technology

Payment Distribution

Delivering your services

Global value chains in tourism

Airlines

Railway companies

Coach and Tour companies

Ship/ferry operators

Tour Operators

Online Travel Agents (O TAs)

Hotels

Bed and breakfast/ homestay

Campsites

Apartment providers

Holiday home providers

Lodge operators

Restaurants

Cafés Resorts

Rail and bus companies

Coach tour

companies

Boat rentals

Retail sector

Retail sector

Souvenir vendors

Bars and clubs

Theme parks

Special event providers

Protected areas

Tour guides

Amusement parks

Vis itor centres Public markets

Museums

Exhibition facilities

Grocery stores

Leisure sports providers

Publishers

Catering service providers

Musicians/dance groups

Taxi companies

Marketing, PR and advertising

agencies

Printers

IT sector

Airlines

Railway companies

Coach and Tour companies

Ship/ferry operators

Street vendors

Fast food providers

Sights and attractions

Historical sites

Religious sites Rickshaw operators

Bike and moped rentals

Bakeries

Real estate sector

Construction industry

Architects and engineers

Wholesalers and distributors

Agro-Industry

Security service

providers

Laundry service providers

Trades businesses

Finance and banking sector

Pr imary Industry

producers

Beverage manufacturers

Communications and IT prov iders

Furniture manufacturers

Souvenir/handicrafts manufacturers

Training and development agencies

and insti tutions

Building materials

manufacturers

Marketing and advertising agencies

Textile and

Timber industry Power prov iders

Waste management

industry

Water supply industry

Lawyers and notaries

Nursery/gardening services

Social and env ironmental

projects

T o u r i s m D e s t i n a t i o n Country of Residence

Co

un

try o

f Resid

ence

Horizontal, Direct Value Creation

Ve

rtic

al, Ind

irect

Va

lue C

rea

tio

n

Tourism & Trade services chain

Tour operators + DMOs + Inbound/ground operators + travel agencies

Travel planning

and booking

Arrival

Local transport & services

Departure

Accommodation F&B Nature and

cultural tourism activities

Leisure activities/

entertainment

Other serv ice prov iders ITC support & partnershi ps Tourism service

prov iders ITC support & partnerships

Travel agencies

eTourism online DMOs

Airline booking engines

Travel Agents

Car rental companies

Legal, regulatory and Compliance

Innovative services using online platform

2008 2009 2012

sharing economy – P2P economic model

2011 2012 2005

Referrals

Online Events

Attracting buyers

ASK yourself: • Do you have a website? If not, you can easily build one

Choose a template, choose a domain and you’re done!

ASK yourself: • Do you have a website? YES!

• Does your website cater to the needs of potential buyers from

overseas? • What will buyers find when they google for the services you

provide? Are you there to be found?

• Do you have compelling information and content on your website? On social media?

• What is your competitive advantage?

• What is your online reputation?

• How to gain more exposure?

• Services exhibition

• Chamber of commerce / other gov bodies offering B2B program B2B

• https://www.freelancer.com • https://www.upwork.com • https://www.elance.com B2C

• https://www.groupon.com

• http://www.spafinder.com O2O

Have you identified the

buyer’s specific need?

NO

Brand & values Tell success

stories Web presence

YES

Tailor a solution to the buyer’s

need

Build your pitch around that

Relate to previous

experience

Craft your solution! Think on the spot

Who What

When Where

Why How

Thank you!

Questions / comments?

Email me at lan@intracen.org