basic-guide-to-exporting_Latest_eg_main_086196

The SolutionOf course, the international business made thedifference. But it didn’t happen spontaneously.Cooper hired an international marketing managerwho developed a go-to market strategy forEurope, which included a web presence and anetwork of distributors. This allowed Cooper tofocus on the research and development side ofthe business, which included socks made of fibersextruded from recycled plastic bottles.Cooper elected to keep production in the UnitedStates, mainly because of worries that makingthe socks in Asia would involve quality issues,environmental problems, and loss of control overintellectual property. He said: “American-made tome is control. It’s American jobs. It’s quality, andmostly it’s value.”Lessons LearnedBy listening to his European customers, includingsome of the top riders in Italy and France, Cooperwas able to create—and continues to create—socks that the fans of the champions want tobuy. What he learns is his “secret sauce.” He alsorelies on his local U.S. Commercial Service officeto advise DeFeet on tariffs and duties—andabout the 20 or so free trade agreements theUnited States has with other countries. The U.S.Commercial Service also has extensive knowledgeabout international textile agreements and howhis products are affected.“I’m always looking for low-cost but accurateexpert advice, especially from governmentsources,” he said. “You’ve got to remember, I wasa dumb bike racer, a bad one at that. I wasn’t abusinessman.”Cooper also learned that success hinges onfiguring out early on what your strengths are. “Ifyou don’t have the skills or time to devote to theinternational side of the business, hire someonewho can do it.”ActionIf you have an export ready service or product,contact your local U.S. Commercial Service office.If you are just starting a business, or thinkingabout starting one, contact your local SmallBusiness Development Center, of which thereare more than 900 in the United States. Many ofthe centers have a counselor certified in exportbusiness counseling. For more information, pleasevisit 1.usa.gov/1vCFFxx.Success Story: DeFeet International9