Premier\'s NSW Export Awards

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THE VOICE FOR AUSTRALIA’S EXPORTERS

Leading Trade Policy Research

Developing International Trade

Skills

Breaking Down Barriers to

Trade

Building Global Networks

Amplifying Global Trade

Success

THE VOICE FORAUSTRALIA’S EXPORTERS.THINK GLOBAL TRADE. THINK ECA.

www.export.org.au

Speaker: Lisa McAuley| National Manager

Date: 27/06/2012

Think Global Trade. Think ECA.

Background

50th Anniversary of the Premier’s NSW Export Awards

• This year marks the 50th Anniversary of the Premier’s NSW Export Awards program, now the longest running business awards program in Australia.

• Over the last 50 years over 324 NSW companies have been recognised for their exporting achievements, many of whom first entered the awards as an Emerging Exporter or Small Business and have grown into major international brands.

The voice for Australia’s exporters

Background

Why enter?

• Maintaining international sales in the current environment is not easy, yet many exporting companies have continued to deliver strong export results and this is what we would like to acknowledge at the awards this year.

• The NSW Export Awards is about highlighting companies that have shown a commitment and determination to export and who, against adversity, seek new ways to compete in the international market.

• Now more than ever, we realise how important recognising success remains and this is why we encourage you to consider nominating your company for an award this year.


Awards Process

Two-tier process

• Companies must first enter through the state awards program (NSW Export Awards)

• Companies who are successful at winning one of the twelve national award categories will progress through as National Finalists to the Australian Export Awards.

• This is the only way to enter the national awards program

• The one application is used for both awards programs


Award Categories- National

• AGRIBUSINESS

• ARTS AND ENTERTAINMENT

• EDUCATION AND TRAINING

• EMERGING EXPORTER

• INFORMATION &COMMUNICATION TECHNOLOGY

• LARGE ADVANCED MANUFACTURER

• LARGE SERVICES

• MINERALS AND ENERGY

• REGIONAL EXPORTER

• SMALL BUSINESS

• SMALL TO MEDIUM MANUFACTURER

• SMALL TO MEDIUM SERVICES


Award Categories- State Specific to NSW

• NSW ASIAN EXPORTER

• NSW YOUNG EXPORTER

• NSW EXPORT SCHOLARSHIP

• NSW SUSTAINABLE EXPORTER

• NSW INNOVATION IN EXPORT

• WESTERN SYDNEY EXPORTERHUNTER/ CENTRAL COAST EXPORTER

• ILLAWARRA EXPORTER


Why enter?

• RECOGNITION

• REWARD

• REVIEW

• RESULTS


What category should you apply for?

• With the one application you can select multiple categories- so long as your meet the eligibility criteria

• Only those that win a national award category progress to the National Awards

• When selecting categories, also consider what you would wish to be publically associated with

• Judges always reserve the right to determine the award category you best belong in, normally they will adopt your stated preference


1. Executive Summary

• Take the key elements from your application, preferably in dot form.

• Key points to consider are:

• Very brief introduction to the company (who you are & what you do)

• Any important historical highlights

• Your competitive advantage:- The reason/s why the marketing strategy has

worked- Market share or sales volume increases (%)- Profitability - Or any other issue that you believe has played an

important role in the success of your export business


1. Executive Summary

• Keep it short (Maximum word count is 200)

• Keep it simple

• The competitive advantage is your company’s key statement as to why customers should buy from you instead of your competitors. It should really be the company’s mission statement.

• Write the summary last

• Remember this page could make the difference between winning or not winning an award – DO IT WELL!


Final top tips

2. Company product/ services

• 2.1 Provide a brief history of when and how your company started, including key milestones [100 words]

• When you started• How you started• Key Milestones

• 2.2 Describe your product or service, what it does and its key benefits [100 words]

•What it is•How it works•Importantly highlight the key benefits

• 2.3 Summarise your export success(es) this year (2011/12) [100 words]

• Dot point your key successes in 2012- Sales, market share, new products, distribution, profit

etc


3. Export Marketing Strategy

3.1 What was the rationale behind your international marketing strategy?

• Outline the key points and define the rationale behind your decision to undertake your various marketing activities

• Marketing Strategy! Not a Marketing Plan!

• How your product/service (through its competitive advantage) is positioned against the competition.

• It can be product, distribution, price etc..

• It must be supported by some form of evidence to support your positioning

• My International marketing strategy is based on.................. this is supported by..................

• As a result of your marketing strategy = increase sales, opened new markets, signed new distribution agreements in xx markets, retained xx customers..



3.2 How was your international marketing strategy implemented? [200 words]

• Marketing Plan: what you do to promote your product by capitalising on the elements contained in the marketing strategy. Including international:

• Advertising

• Communication

• Promotion

• Partnerships

• Digital marketing

• Events/overseas exhibitions

• Trade missions



3.3 What were the results of your international marketing strategy? [100 words]

• List the key outcomes that were measured in relation to your marketing strategy/ plan. For example, as a result of xxx the company:

• Increased number of sales/sales leads

• Market Share

• New Distribution Agreements

• Sales growth

• Entered new markets

• International enquiries

• Contribution to your CRM database

• Press / media generation,

• Positive customer/client feedback


4. Annual Export Sales

• Level of export sales revenue as a proportion of total sales revenue, and the growth in export sales in the last three years or since your company began exporting.

• If the 2011/2012 figures are estimates, please tick the box below.

• You have the option of reporting data by either financial or calendar year.

• Please note you should only fill in one table and that you the data you present must be consistent throughout the application.

• The judges will be looking at the quality of your export marketing strategy in conjunction with your level of export sales.


3.5 Principal export markets

• List your top nine performing export markets

• Select your primary export markets

• If you do not record information by country than please include by region

• The judges will be looking for market diversity..


4. Infrastructure, Systems & Employment

4.1 Briefly describe the infrastructure (financial / human resources / production capacity) you have in place to develop,increase and respond to export sales. [200 words]

• It is important here to convince the judges that you are committed to export and have invested to ensure you the capability to sustain your export business. For example:

• Export has grown from X% to Y% in 15 years

• The Managing Director is the key driver in export

• The exports awards are the only awards program we enter

• Investment in R & D



4.2 Outline the processes you have in place to manage your export business, the related financial risk and the systemsyou use to monitor your export performance [200 words]

• Your export business is not an export until the money is in the bank and a profit has been made....use this section to convince the judges that you know how to manage the risk associated with any successful international business. For example:

• Foreign exchange policy

• International sales contracts

• Credit & Marine Insurance

• Export Documentation

• Protecting your Intellectual Property in International Markets

• ISO accreditation

• CRM Database

• Financial management



4.3 Employment numbers based on financial year data

• Total number of employees: Self- explanatory, the total number of people employed by your organisation (including part- time, casual staff and contractors)

• Total number of export employees: This is rather a confusing question, as in some companies everyone is in someway involved with the export process of the business. You should include all the staff involved in the export process of your business.



How have your export activities contributed to employment growth in your company?

• Remember in some industries the number of people employed in your company does not necessarily reflect your growth in exports.

• This should be answered in relation to your industry and your company.

• A manufacturing company might be able to show their export growth through increasing the number of staff employed to manufacture their products.

• An ICT company might streamline their full-time staff and work with contractors.

• This question can be misleading, but as long as the answer explains how employment growth/ reduction relates to an increase in export sales or profit then you have addressed the question


5. Innovation, Technology & Sustainability

5.1 How does your company demonstrate innovation in exporting? [100 words]

• Product design or service

• Manufacturing/ production

• Quality Control

• Packaging

• Marketing Strategies (using new Social Media for example..)

• Supply & Distribution Channels

• Order Fulfilment & Customer Service

• Pricing

• Research & Development

• Investment in people/ knowledge base (Management & Organisation)



5.2 To what extent is your technology leading edge? Outline how technology has assisted your company in building yourexport brand/service and export performance. [100 words] The

The judges will be looking for evidence of sustainable business practices and innovative techniques:

• Accounting/ taxes/ finances

• Order taking and tracking

• Order fulfilment and shipping

• Inventory Management

• Database Management

• Communication with customers/ International Communication

• Presentations

• Production: design, cost-tracking supply management

• Internet marketing/ website/ e-mail

• Internet Sales



5.3 Provide a summary of the measures your company has taken to make your export business sustainable. [NB: sustainable can include ecological and / or economic factors] [100 words]The

The judges will be looking for evidence of sustainable business practices and innovative techniques:

• Social Responsibility: energy reduction/ new energy sources/ waste reduction/ improved production & agricultural processes

• Economic: Staffing budget/ marketing/ travel etc..


6. Export Planning & Direction

6.1 Export Direction - provide an indication of the future export direction of your company over the coming 12-18 months. [100 words]

The judges will be looking for evidence of the company’s commitment to international business:

Examples:

• New markets- where and why?

• Investing in R & D

• Launching a new product or service

• New strategic partnerships

• Changes to production or supply & distribution networks..

• Employing new staff to support export growth/ development


7. Financial Strategy & Data

7.1 Briefly describe your financial strategy for your export business including risk management, foreign exchange policy and credit arrangements [200 words]

The judges will be looking for examples of a sound capital base (substantial net profit) and sufficient capital (cash & resources) to support export activity:

Examples:

• How have you managed the high Australian Dollar?

• How do you manage cash flow?

• Do the financial results reflect investment by the company in new markets/ products etc?


Key Dates

Questions about the NSW Export Awards program?

The Premier’s NSW Export Awards program is managed by the Export Council of Australia (Australian Institute of Export.) Please contact: Lisa McAuley E – [email protected] T- 02 8243 7400W- www.aiex.com.au Key dates

• Applications Close- 20th August 2012

• Finalists Announcement- September 2012

• NSW Gala Awards Presentation- Thursday 11th October, Sydney Exhibition & Events Centre, Darling Harbour

• National Export Awards: Tuesday 27th November, Canberra


mailto:[email protected]

http://www.aiex.com.au/

Export Council of Australia

The Premier’s NSW Export Awards have been run for a number of years by the Australian Institute of Export in conjunction with the NSW State Government.

In 2012, the Premier’s NSW Export awards will be managed by the Export Council of Australia, a new entity launched in conjunction with the Australian Institute of Export in April this year, the Export Council has been established to:

• Lead Trade Policy Research

• Develop International Trade Skills

• Break down Barriers to Trade

• Build Global networks

• Amplifying Global Trade success

• Advocate for Australian exporters At the heart of global trade: www.export.org.au


Documents

Premier\'s NSW Export Awards