How can would-be exporters navigate an uncertain future? Companies that want to position themselves for success in exports should make sure everyone in the organization is aligned with its vision and foster an understanding of the business environment. That was the conclusion from the closing panel of last week’s Enterprise Exports and FDI Forum, which featured Abdallah Sallam, CEO of real estate developer Madinet Masr, Nadia El Tawil, investment officer at private equity firm AfricInvest, and Mostafa Bedair, CEO of Giza Seeds and Herbs.

Back to basics: “It's all about the fundamentals,” said Giza Seeds’ Bedair. There’s room to develop agricultural exports from their current level of around USD 3-4 bn annually, he said — not by running after the latest agritech, but by solving existing problems to improve yields and quality. To do this, we should examine the entire value chain from the start of production to export, he added.

Focus on the fundamentals: “What we see in our experience, having worked on transactions all over Africa, is that the companies that succeed are the ones that were built on strong fundamentals,” said El Tawil. “Part of that is operating… in a space where your country or business has a competitive advantage.” Businesses should ask themselves a few key questions, she said: “Who do you want to export to? What do they need? What are their requirements? What facilities do you need to have? And then you build your business with these fundamentals in mind.”

Navigating uncertainty: “You can’t plan for a crisis, you just have to be prepared,” said Sallam. “That's why they call it crisis management, not crisis planning.”

Staying on top of industry trends: Organizations need to educate themselves about market trends and what competitors are doing, El Tawil said, noting the importance of having a vision and pivoting the business accordingly. To stay on top of global trends, business leaders and owners should network, attend forums and trade shows, learn from others' experiences, and do their research, as well as get involved with chambers of commerce and trade missions. Government initiatives like the Egypt Makes Electronics program can help bring businesses up to international standards, she added.

“We're trying to understand our customers,” Sallam said. Madinet Masr approaches new projects outside of Cairo as if it is entering a foreign market — researching the location and then adapting its payment plans, pricing, architectural design, and other factors to suit. Local businesses often rely on intuition, he said — which can bring both benefits and risks. “While intuition can sometimes work, it's a gamble — it’s not based on numbers or research.”

Have a clear plan: A well-defined purpose and strategy is essential when seeking FDI, El Tawil said. Companies should know where they want to go and what resources they require to get there, making sure they really need the financing they’re asking for and can deploy it effectively, she added.

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