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Success StoryGrowing Strong withInternational SalesNuStepAmerican-made NuStep recumbent crosstrainers are shipped all over the world.The CompanyNuStep was founded about 20 years ago by DickSams, a biomedical engineer and creator of one ofthe first heart-lung machines. He sold a businessdeveloped around that device and decided tofocus with his next company on the prevention ofheart disease. One aspect of prevention is exercise.Sams had an idea: to help change people’s livesthrough exercise and movement. NuStep makesmachines for people who have health conditionsthat make exercise challenging.The company sells products in 25 countries andthe international business is now about 15 percentof total revenue. NuStep has only been exportingfor 4 years.The ChallengeThe biggest challenge was where to findinternational customers. So Sams hired aninternational sales manager to execute a go-tomarketstrategy. He recruited Elena Stegemann, anative of Ukraine who speaks several languagesand is comfortable getting on a plane and flyingto unfamiliar places. She summed up the situationsimply: “How is this little company in Ann Arbor,Michigan, going to reach out to the rest of theworld? And we had to recognize, that being asmall company, we didn’t have offices around theworld. We didn’t have a global team of salespeoplewho were going to knock on doors and do this onour behalf.”Early on Stegemann made the decision that thecompany would build a team of what she called“sophisticated visionary-type of distributorcompanies who really got the idea and understoodthe challenge that they were going to have increating awareness for our product in their marketbut yet saw the huge opportunity for them.”Another challenge is the product can beconsidered either medical or exercise equipment.If the former, as it is in Europe, there is a differentprocess for qualifying it for sale in those countries;but one only needs to do it once for the 28member states. Brazil has a different process,and the steps and rules can be daunting withoutsome expert guidance. Again, Stegemann reliedon the U.S. embassy team, who provided what sheneeded to know and do.132U.S. Commercial Service • A Basic Guide to Exporting
The SolutionFor help, she turned to the U.S. CommercialService. The services she used including checkingout potential distributors. “They would say, ‘Yeah,these guys, you know, whatever weirdness you’regetting from them, that’s actually how peopleinteract in that part of the world. They’re OK.’ Oractually, like the people in Brazil, I was able to getsome information that the U.S. Commercial Servicegot from the embassy that really ended up helpingme make the decision to not work with peoplewho would have gotten me into trouble. So accessto those people on the ground there is like havingyour own consultant network for free or very lowcost. So how great is that?”She also took the advice to participate in a bigGerman trade show that focuses on medicalequipment. She went to MEDICA in 2009 becauseshe wanted sales in European countries. She said:“This was the place where I met a lot of people. Wewere treated like royalty by the U.S. governmentstaff who worked at the USA Pavilion. We had ourown interpreter. He made appointments for us.They brought us coffee. I felt like a CEO, which isthe name of the program. We ended up havingconversations with distributors from differentcountries. And as a result of those meetings, weended up having agreements that are still in placein Germany, Australia, and Italy. So this was thefirst year that we decided to go international. Andif we hadn’t gone to MEDICA and hadn’t used theU.S. Commercial Service, I think that would havedelayed us by several years.”Lessons LearnedShe believes that being a global company givesNuStep a competitive advantage over othercompanies who don’t have an internationalpresence. She said: “When you’re present andmindful, you see things going on there that areprecursors to trends that will eventually come tothe U.S. So we sometimes have the opportunity tosee the future. It’s like a crystal ball, and you haveto be observant.”A second lesson was that as a woman she canmove in mostly male business circles withconfidence and mutual respect. “I was a little bitnervous, I remember, going to Japan for the firsttime because I had done some homework. I hadread up on their culture, how women are still kindof kept out of the corporate world. But when Iwalked in and I was there to do business and I wasexcited and happy to be there, I had prepared,I had done my homework, I had shown themrespect by taking their culture very seriously—therespect was reciprocated.“So whatever was going on inside of their heads,whatever discomfort they may have felt at beingwith a woman—and in fact, the first time I went,I traveled with my boss, a male, who’s a VP in ourcompany and they kept on talking to him andasking him questions. And he would then ask mefor the answer. And I could see the confusion intheir faces the first day or so. They just didn’t knowhow to deal with that. But eventually they gotover it. So being a businesswoman and dippingyour toe in the waters and stepping out is atransformational opportunity not only for myself,but also for other people that I interact with.”NuStep’s products can improve health throughexercise, regardless of age or level of functionSuccess Story: NuStep133
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A BASIC GUIDE TOEXPORTINGThe Offici
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export.gov/basicguideLibrary of Con
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Table of ContentsChapter 1: Introdu
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global GDP and 30 percent of global
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A GEE might consist, for example, o
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Success StoryPedaling Through Trial
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Chapter 2Developing anExport Strate
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specified in the EAR under a specif
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All U.S. businesses have many ways
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Answer these 11 questions:1. Which
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Product or Service• What need doe
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Sample Outline of anExport PlanTabl
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5. Current Trends and Practices•
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16. My Product’s Harmonized Code
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Success StoryDownloading NewInterna
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This last advantage is especially i
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Gathering and evaluating secondary
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Drawing ConclusionsAfter analyzing
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United Nations Statistical Yearbook
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Private-Sector Product and Industry
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Success StoryHelping Feed the World
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Chapter 4Export AdviceIn this chapt
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Some of the more important services
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the important difference that the b
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at no cost to the small business ex
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A commercial bank can perform many
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location and construction of manufa
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To prevent reverse engineering in C
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We are agnostic on the question of
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Distribution ConsiderationsHere are
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Often, the first company does not p
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your ability to terminate agreement
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Once your company has prequalified
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Choosing a ForeignRepresentative or
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Success StoryDon’t Wait—Innovat
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Chapter 6Finding QualifiedBuyersIn
Page 78 and 79: companies are available from many p
Page 80 and 81: Trade Fair Certification Program (e
Page 82 and 83: Millennium Development CorporationT
Page 84 and 85: Who Is the “Ideal”International
Page 86 and 87: Scores of new franchising concepts
Page 88 and 89: Success StoryCast a Wide Net to Cat
Page 90 and 91: Chapter 8Preparing YourProduct for
Page 92 and 93: You can also contact the Office of
Page 94 and 95: training seminars, or DVDs. Zeigler
Page 96 and 97: The ChallengeSmith first looked tow
Page 98 and 99: encompasses services in transportat
Page 100 and 101: give U.S. companies a competitive e
Page 102 and 103: Success StoryRecruiting New Franchi
Page 104 and 105: Chapter 10International LegalConsid
Page 106 and 107: For more information from the U.S.
Page 108 and 109: When goods enter a bonded warehouse
Page 110 and 111: under the UCC. Older works may also
Page 112 and 113: Trade names are also protected on a
Page 114 and 115: knowledge, in turn, promotes furthe
Page 116 and 117: prevent him or her from obtaining a
Page 118 and 119: Business-to-Consumer E-Commerce Wor
Page 120 and 121: Because such a website is often sta
Page 122 and 123: An online exporter may choose to pu
Page 124 and 125: important to identify and incorpora
Page 126 and 127: other business contacts) options re
Page 130 and 131: Chapter 12Shipping YourProductIn th
Page 132 and 133: One popular method of shipment is t
Page 134 and 135: Certificate of ConformityRequired b
Page 136 and 137: The cost of the shipment, delivery
Page 138 and 139: To learn more about comprehensive r
Page 140 and 141: China but needed to do a lot of hom
Page 142 and 143: price is too high, the product or s
Page 144 and 145: CompetitionIn the domestic market,
Page 146 and 147: Commonly Used TermsIt is important
Page 148 and 149: Success StoryAligning Innovationwit
Page 150 and 151: Chapter 14Methods ofPaymentIn this
Page 152 and 153: Letters of Credit and Documentary C
Page 154 and 155: You must provide documentation show
Page 156 and 157: associated with open-account trade
Page 158 and 159: payment. This is because the export
Page 160 and 161: ut they were willing to make the sm
Page 162 and 163: • The need for preshipment financ
Page 164 and 165: Thus it is in your best interest to
Page 166 and 167: to support ongoing export sales or
Page 168 and 169: To be eligible, a business must hav
Page 170 and 171: Medium Enterprise Department and OP
Page 172 and 173: Success StoryManufacturingInternati
Page 174 and 175: Chapter 16Business TravelAbroadIn t
Page 176 and 177: Planning an ItineraryTravel agents
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Business Culture TipsAlways answer
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Gift giving is an important part of
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particularly intense issue. So the
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Here are a few suggestions.• Expe
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Building a Working RelationshipOnce
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negotiations and agreements with it
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Chapter 18Rules of Originfor FTAsIn
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5. Determine if the foreign content
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The original ROOs are listed in an
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Example Rules of OriginCombining Mu
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Israel, Jordan, Morocco, Bahrain, a
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The importer may ask the exporter w
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Generic CertificatesIf a good does
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Architectural Association of Kenya
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Appendix A: Glossary of TermsAdvanc
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Export-Import Bank of the United St
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Market SurveyReport that provides a
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Appendix B: Definitions of Abbrevia
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Appendix D: FormsHere, you will fin
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228U.S. Commercial Service • A Ba
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Tech International1000 J Street, N.
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COMMERCIAL INVOICESELLER: INVOICE N
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Copyright © 1998 UNZ & CO.SHIPPER/
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DEPARTMENT OF HOMELAND SECURITYU.S.
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PACKING LIST© Copyright 2001 Unz &
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1a. U.S. PRINCIPAL PARTY IN INTERES
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U.S. $13220of this FIRST of Exchang
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IndexAA2ASee account-to-account (A2
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Global Entrepreneurship Ecosystem (
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Swinko, RonSee Jet IncorporatedSzuc
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International OfficesAfghanistanKab
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