FAST FACTSCompany: MAS Design Products Ltd

Country: UK

Industry: Engineering & Design

Website: www.mas-design.com

Mark Sanders always knew that hewanted to create, design and makethings. Having completed anapprenticeship at Rolls-Royce, hewent on to get a degree inMechanical Engineering fromImperial College, London. Followingthis, he worked for the MarsCorporation for two years, where hedesigned drinks vending machines.

Then, at the age of 25, he enrolledin the Industrial Design Engineeringprogram run jointly by ImperialCollege and the Royal College of Artin London, to help him to bridgethe gap between his scientifictraining, and the more artistic andhuman focused aspects of design.

As part of his post-graduate studies,in 1985 Mark designed the STRiDA,folding bicycle. STRiDA has aunique triangular structure, which,when folded is thin, like a babybuggy and can be rolled on itswheels, making it easy to transport.The bike also has a clean belt drive,so there's no grimy chain, anessential feature for commuterstravelling to work. The bike

appeared on the BBC’s TomorrowWorld, was written up in theSunday Times, and won numerousawards. Still in production today,STRiDA was the start of a wholenew career for Mark.

“Designing STRiDA and getting it tomarket was a real turning point forme,” says Mark. “I was able to usethat success as a stepping stone tobuild my own business as anengineering design consultant,working with clients to help themdesign their products. I went on todesign industrial, medical andsports equipment and a range ofkitchen gadgets, but I keep beingdrawn back to bikes.”

Securing supportIn 2001, Mark revisited the foldingbike concept, coming up withintegrated folding (IF) technology.Like STRiDA, the technology allowsbikes to be folded compactly androlled to avoid having to carrythem. But, IF Technology can alsobe applied to a variety of bicycleframes, and is specifically designed

to accommodate full-sized wheels.In 2001, Mark received a SMARTAward for Innovation for thetechnology, from what was thenknown as the Department of Tradeand Industry, which he put towardspatenting costs.

In 2005, Mark was looking for amanufacturer to produce IFTechnology bikes, but hadn’tfound one in the UK. His localBusiness Link introduced him toUK Trade & Investment and anInternational Trade Adviser helpedhim to develop his plans. WhilstMark had been travelling to theFar East for his consultancy work,he had never made a dedicatedtrip there just to explore thepossibilities for IF Technology.Joining UK Trade & Investment’sPassport to Export programmemade him realise that he needed todo just that.

Re-inventing the BicycleJoining UK Trade & Investment’s Passport to Export programme gavedesigner Mark Sanders the tools he needed to work with clients in theFar East and all over the world

The UK and TaiwanTaiwan has a strong trading andinvestment relationship with theWest, and is keen to diversify andbuild on its European links. It hasexcellent infrastructure and logisticssystems and it is a safe market interms of intellectual propertyprotection.

Taiwan imported £750 million ofBritish goods and services in 2009,

in a wide range of sectors, and theUK is highly visible in the Taiwanesedomestic market. The country’snatural trading partners are itsneighbours in North East Asia, so itcan be a good stepping stone to thelarger and more complex Chinamarket.

For further information aboutbusiness opportunities in Taiwan,please go to www.ukti.gov.uk

“Since gaining the tools I needed to export fromUK Trade & Investment, I have significantlyexpanded my business overseas, in particularin the Far East and China”

“UK Trade & Investment acted as asounding board for me as I plannedmy strategy for taking IFTechnology to the Far East,” saysMark. “They reviewed the contractsI had been using, showing me howto make them tighter so that theygave me the protection I needed.They suggested key people for meto talk to and helped to fund atranslator to attend meetingswith me. This funding, and theadvice and support thatUK Trade & Investment gave mewere absolutely crucial to me.”

Global successOver the past five years, theintellectual property behind IF

Technology has been assigned.Today the patent is held byTaiwanese company, Pacific Cycles,which produces a range of bikes invarious sizes, including IF Mode, IFReach and IF Urban.

There are currently around 150,000STRiDA bikes in use around theworld, and a growing number of IFbikes. The largest markets are inKorea and Taiwan, but they are alsosold in the US, Chile, Australia,New Zealand and across Europeand Asia.

“Since gaining the tools I needed toexport from UK Trade & Investment,I have significantly expanded mybusiness overseas, in particular inthe Far East and China," says Mark.“UK Trade & Investment gave me adeeper understanding of foreignbusinesses, and how different theyare to UK businesses. The Far Eastin particular has a very differentculture compared to what I am usedto in the UK, and you really can’tdo business successfully thereunless you appreciate this, andapply the necessary empathy.Having the benefit ofUK Trade & Investment's training,I have been able to successfullylaunch several new products andcontinue to build my business inthe region.”

Helping you to dobusiness abroadDoing business in another countrycan be a challenge, so it's good toknow that UK Trade & Investment isthere to help you succeed.

Through a range of unique services,including participation at selectedtrade fairs, overseas missions andproviding bespoke marketintelligence, UK Trade & Investmentcan help you crack foreign marketsand quickly get to grips withregulations and business practicesoverseas.

Through our Passport to Exportprogramme we offer new andinexperienced exporters:

• free capability assessments

• support in visiting potential markets

• mentoring from a local export professional

• free action plans

• customised and subsidised training

• ongoing support once you're up and running

For further informationplease visit www.ukti.gov.uk

UK Trade & Investment is theGovernment organisation thathelps UK based companiessucceed in international markets.We assist overseas companies tobring high quality investment tothe UK's dynamic economy.