{"id":586876,"date":"2023-05-18T00:00:00","date_gmt":"2023-05-18T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/18\/exporting-101-with-captains-of-industry\/"},"modified":"2023-05-18T00:00:00","modified_gmt":"2023-05-18T00:00:00","slug":"exporting-101-with-captains-of-industry","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/18\/exporting-101-with-captains-of-industry\/","title":{"rendered":"Exporting 101 with captains of industry"},"content":{"rendered":"<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"\"> <\/span><span style=\"font-weight:700\">Develop quality local products and build strong relationships abroad to kickstart your <\/span><span style=\"font-weight:700\">export business: <\/span><span>That was among the key advice heads of major local exporters had to share at our panel at the Enterprise Exports and FDI Forum on Monday, featuring <\/span><span style=\"font-weight:700\">Mark Wyllie<\/span><span>, CEO of Beyti, <\/span><span style=\"font-weight:700\">Karim Aboughali<\/span><span>, chairman and CEO of Pasta Regina, and <\/span><span style=\"font-weight:700\">Hossam El Sallab<\/span><span style=\"font-weight:400;\">, CEO and vice-chairman of Royal Ceramica.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">All three companies have hefty export portfolios:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight:700\">Royal Ceramica has expanded its export reach over the past 13 years <\/span><span style=\"font-weight:400;\">to Europe, the US, East and West Africa, and Japan. The company has also scaled its product portfolio beyond ceramics to include porcelain, bathroom furniture, home furnishings, wood products and kitchens.<\/span><\/li>\n<li><span style=\"font-weight:700\">Beyti \u2014 100% owned by Saudi dairy firm Almarai \u2014 has doubled its export volume to 10% of its business<\/span><span style=\"font-weight:700\">in the past year. <\/span><span>It exports products including juices, natural milk, flavored milk and yogurt to some <\/span><span>40 countries<\/span><span style=\"font-weight:400;\">.<\/span><\/li>\n<li><span style=\"font-weight:700\">Pasta Regina has been exporting for over 20 years <\/span><span style=\"font-weight:400;\">with an international presence in over 30 countries in Africa, Asia, and the Middle East.<\/span><\/li>\n<\/ul>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700;\">SO, HOW DOES A LOCAL BUSINESS BUILD AN EXPORT STRATEGY?<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Get comfortable in the local market first: <\/span><span style=\"\">\u201cEgypt remains the backbone of our company,\u201d said <\/span><span style=\"font-weight:400;\">El Sallab, adding that \u201cthe local market is expanding tremendously, especially with all the new cities that are being built.\u201d Before starting to export, companies should first aim to beat their competition here, he said. \u201cThis gives confidence from day one.\u201d Aboughali also noted the importance of building a strong brand in the local market, pointing out that Pasta Regina\u2019s focus at home is on its highest quality, flagship pasta brand. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Import less \u2014 <\/span><span style=\"font-weight:700\">where you can \u2014 and <\/span><span style=\"font-weight:700\">innovate more: <\/span><span style=\"\">Royal Ceramica focused on investing in <\/span><span style=\"font-weight:400;\">manufacturing tech from the get-go, substituting as many imported inputs as possible and developing its products with the help of international partners, El Sallab said. Aboughali agreed: \u201cAs Egyptians, we should try as much as possible to have local components. Anything that we can produce locally [using] raw materials will have a huge benefit of the forex in our favor,\u201d he said. Beyti\u2019s Wyllie pointed to massive unfulfilled demand among local manufacturers including Beyti for high-quality, locally sourced inputs like packaging. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Build strong partnerships: <\/span><span style=\"\">Fostering close relationships with clients in export markets is key <\/span><span style=\"font-weight:400;\">to creating long-term value, El Sallab said. \u201cIt becomes like a family \u2014 you have to be going there all the time,\u201d he said. Good customer service and after-sales is key to maintaining those relationships, Aboughali noted. \u201cBeing committed to export customers means being available at all times, regardless of time zone differences,\u201d he said. Businesses can seek out partners by going to trade shows and attending industry events, Wyllie added.<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Buyers are not the only important partners:<\/span><span style=\"\"> Would-be exporters also need to foster strong <\/span><span style=\"font-weight:400;\">relationships with banks, logistics companies, and legal advisors to help mitigate risk factors, Aboughali said, adding that \u201cthe government is also a partner and its export subsidies program is crucial.\u201d <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Make exports the priority: <\/span><span style=\"\">\u201cIf you tell your teams there's an imperative to export and you've got <\/span><span style=\"font-weight:400;\">the backup behind it, you'll get there,\u201d Wyllie said. He explained how Beyti managed to more than double its exports to 10% of the business in the past year by shifting its production processes to make sure \u201cevery single export order goes first.\u201d <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">No order too small? <\/span><span style=\"\">\u201cEvery single customer can turn into your biggest customer,\u201d Wyllie said, <\/span><span style=\"font-weight:400;\">urging businesses to be prepared to take on losses at first in order to gain new business. \u201cIf you put yourself into a box and say \u2018I don\u2019t do less than 20 containers\u2019 or \u2018I\u2019m not going to turn my production line on unless it\u2019s for a big [order]\u2019 \u2026 you\u2019ll die. You've gotta be prepared to take a few risks and some of them will pay off.\u201d<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Tailor your approach for each market: <\/span><span style=\"\">Aboughali stressed the importance of adaptability, <\/span><span style=\"font-weight:400;\">since each market will have different needs in terms of quality, design, and price point. El Sallab agreed: \u201cEvery market has its needs and traditions, cultures, and design elements.\u201d Wyllie noted that companies should consider offering a diverse portfolio for export \u2014 and accept potential losses on some products in that portfolio in return for getting a foot in the door and generating volume. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">Economic uncertainty doesn\u2019t have to be a drawback: <\/span><span style=\"\">Volatility in global markets can <\/span><span style=\"font-weight:400;\">present an opportunity for those who are willing to take risks and adapt to changing circumstances, the panelists said. Being able to pivot between several markets is important in times of uncertainty, El Sallab said \u2014 noting that Royal Ceramica has made sure that at least 30-40% of its production company is directed to exports regardless of ups and downs in specific markets. <\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\"><\/p>\n<hr style=\"height:2px;border-width:0;color:gray;background-color:gray\">\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:700\">We could not have made the Enterprise Exports and FDI Forum without the support of\u2026<\/span><\/p>\n<p style=\"padding:0;margin:0;line-height:1.15;orphans:2;widows:2;text-align:left\"><span style=\"font-weight:400;\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/ent.news\/2023\/5\/857.jpg?ssl=1\"\/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Localize production imports and build solid international relationships to maximize exports<\/p>\n","protected":false},"author":1,"featured_media":586877,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7206],"tags":[7077,104,7069,72,103,7080,7078,7079,7076,10598],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-586876","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-economy","tag-ceramica-group","tag-economy","tag-enterprise-exports-fdi-forum","tag-enterpriseam","tag-fdi","tag-hossam-sallab","tag-kareem-abou-ghaly","tag-mark-wyllie","tag-pasta-regina","tag-sallab","wpautop","entry"],"acf":{"mongo_id":"7b7b6d2d-3d7a-4c4e-b317-66c0117dbfbb","order":"0","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2023\/5\/992.jpg","photo_position":"above","homepage_title":"","full_issue_title":"The fundamentals of starting and growing an export business","related_issue":[586869],"teaser":"Localize production imports and build solid international relationships to maximize exports","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2023\/5\/.221fa322-b6f0-4146-98d3-3e5d1f139b74.mp3"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - 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We\u2019re proud\u2026","rel":"","context":"In &quot;WHAT WE\u2019RE TRACKING TONIGHT&quot;","block_context":{"text":"WHAT WE\u2019RE TRACKING TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/5\/317.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":590409,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/07\/18\/this-evening-mm-group-eyes-b-pharma\/","url_meta":{"origin":586876,"position":1},"title":"THIS EVENING: MM Group eyes B Pharma","author":"enterpriseam admin","date":"18 July 2023","format":false,"excerpt":"Good afternoon, friends, and happy Tuesday \u2014 or almost-THURSDAY-equivalent. We\u2019re in the final stretch of this shortened week before the nation gets a four-day weekend for the Islamic New Year and Revolution Day. THE BIG STORY TODAY MM Group to acquire 40% of B Pharma Holding: MM Group for Industry\u2026","rel":"","context":"In &quot;WHAT WE\u2019RE TRACKING TONIGHT&quot;","block_context":{"text":"WHAT WE\u2019RE TRACKING TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2021\/10\/283.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":586404,"url":"https:\/\/enterpriseam.com\/egypt\/2023\/05\/10\/this-evening-inflation-cools-down-in-april-are-we-getting-another-downgrade-from-moodys\/","url_meta":{"origin":586876,"position":2},"title":"THIS EVENING: Inflation cools down in April + Are we getting another downgrade from Moody\u2019s?","author":"enterpriseam admin","date":"10 May 2023","format":false,"excerpt":"Good afternoon, nice people, and happy almost-THURSDAY to us all. 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Sports to the rescue: For those not planning any\u2026","rel":"","context":"In &quot;WHAT WE\u2019RE TRACKING TONIGHT&quot;","block_context":{"text":"WHAT WE\u2019RE TRACKING TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/6\/2134.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":601864,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/03\/12\/correction-royal-ceramica-is-targeting-exports-to-africa-but-not-investing-in-morocco\/","url_meta":{"origin":586876,"position":4},"title":"Correction: Royal Ceramica is targeting exports to Africa, but not investing in Morocco","author":"enterpriseam admin","date":"12 March 2019","format":false,"excerpt":"CORRECTION- Contrary to a report in the domestic press that we noted in yesterday\u2019s edition, Royal Ceramica is not pursuing an EUR 12 mn investment in Morocco. 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