Appendix: Sample Outline for the Export Business Plan

I. Purpose-Why has the plan been written?

II. Table of contents-Include a list of any appendixes.

III. Executive summary-This is short and concise (not over two pages) and covers the principal points of the report. It is prepared after the plan has been written.

IV. Introduction-Explains why the firm will export.

V. Situation analysis.

A. Description of the firm and products to be exported.

B. Company resources to be used for the export business.

C. Competitive situation in the industry.

1. Product comparisons.

2. Market coverage.

3. Market share.

D. Export organization-personnel and structure.

VI. Export marketing plan.

A. Long- and short-term goals.

1. Total sales in units.

2. Total sales in dollars.

3. Sales by product lines.

4. Market share.

5. Profit and loss forecasts.

B. Characteristics of ideal target markets.

1. GNP/capita.

2. GNP/capita growth rate.

3. Size of target market.

C. Identify, assess, and select target markets.

1. Market contact programs.

(a) U.S. Department of Commerce.

(b) World Trade Centers.

(c) Chamber of Commerce.

(d) Company's bank.

(e) State's export assistance program.

(f) Small Business Administration.

(g) Small Business Development Center in local university.

(h) Export hotline directory.

2. Market screening.

(a) First screening-basic need potential.

(b) Second screening-financial and economic forces.

(1) GNP/capita growth rate.

(2) Size of target market.

(3) Growth rate of target market.

(4) Exchange rate trends.

(5) Trends in inflation and interest rates.

(c) Third screening-political and legal forces.

(1) Import restrictions.

(2) Product standards.

(3) Price controls.

(4) Government and public attitude toward buying American products.

(d) Fourth screening-sociocultural forces.

(1) Attitudes and beliefs.

(2) Education.

(3) Material culture.

(4) Languages.

(e) Fifth screening-competitive forces.

(1) Size, number, and financial strength of competitors.

(2) Competitors' market shares.

(3) Effectiveness of competitors' marketing mixes.

(4) Levels of after-sales service.

(5) Competitors' market coverage-Can market segmentation produce niches that are now poorly attended?

(f) Field trips to best prospects.

(1) Department of Commerce trade mission.

(2) Trade missions organized by state or trade association.

D. Export marketing strategies.

1. Product lines to export.

2. Export pricing methods.

3. Channels of distribution.

(a) Direct exporting.

(b) Indirect exporting.

4. Promotion methods.

5. After-sales and warranty policies.

6. Buyer financing methods.

7. Methods for ongoing competitor analysis.

8. Sales forecast.

VII. Export financial plan.

A. Pro forma profit and loss statement.

B. Pro forma cash flow analysis.

C. Break-even analysis.

VIII. Export performance evaluation.

A. Frequency.

1. Markets.

2. Product lines.

3. Export personnel.

B. Variables to be measured.

1. Sales by units and dollar volume in each market.

2. Sales growth rates in each market.

3. Product line profitability.

4. Market share.

5. Competitors' efforts in each market.

6. Actual results compared to budgeted results.