Overview

A SMALL BUSINESS EXPORT SUCCESS STORY

Small businesses throughout the United States have gained international
exposure and increased profits through exporting. Consider the case of
Novi, Inc., a California-based business.  Company President Michael Stoff
tells his story:

"In November of 1986, when I began my business venture, Novi, Inc., I knew
that my Tune-Tote (a stereo system for bicycles) had the potential to be
successful in international markets.  Although I had no prior experience in
this area, I began researching and collecting information on international
markets. I was willing to learn, and by targeting key sources for
information and guidance, I was able to penetrate international markets in
a short period of time.  One vital source I used from the beginning was
SBA.  Through SBA I was directed to a program that dealt specifically with
business development -- the Service Corps of Retired Executives (SCORE).
I was assigned an advisor who had run his own import/export business for 30
years. The services of SCORE are provided on a continual basis and are
free. As I began to pursue exporting, my first step was a thorough
marketing evaluation.  I targeted trade shows with a good presence of
international buyers.  I also went to DOC for counseling and information
about the rules and regulations of exporting.  I advertised my product in
Commercial News USA, distributed through United States embassies to buyers
worldwide.  I utilized DOC's World Traders Data Reports to get background
information on potential foreign buyers.  As a result, I received 60-70
inquiries about Tune-Tote from around the world.  Once I completed my
research and evaluation of potential buyers, I decided which ones would be
most suitable to market my product internationally.  Then I decided to
grant exclusive distributorship.  In order to effectively communicate with
my international customers, I invested in a fax.  I chose a U.S. bank to
handle international transactions.  The bank also provided guidance on
methods of payment and how best to receive and transmit money.  This is
essential know-how for anyone wanting to be successful in foreign markets."

Michael Stoff knows about success in foreign markets.  In just one year of
exporting, sales topped $1 million and increased 40 percent in the second
year of operations.  Today, Novi, Inc. is a large distributor of wireless
intercom systems which exports to over ten countries.  Breaking Into The
Trade Game:  A Small Business Guide to Exporting can assist your company's
international marketing efforts.  This Guide highlights the export success
stories of many small businesses.  It is both a comprehensive how-to manual
and reference book providing you with the contacts and resources to ease
your entry into markets around the world.

     Part I:  Becoming an Export Success Story takes you through the
exporting process with stories of small businesses all around the United
States that have found exporting to be an exciting and profitable way to
expand their business.
     Chapter 1:  Making the Export Decision includes an international
business plan to assess your company's export readiness, business goals and
commitment;
     Chapter 2:  Identifying International Markets explains how to conduct
foreign market research and the resources available to assist you;
     Chapter 3:  Foreign Market Entry discusses methods of distributing
your product abroad with an emphasis on exporting;
     Chapter 4:  The Export Transaction details the steps involved in
making trade happen, including setting prices, negotiating the sale and
determining legal aspects of exporting;
     Chapter 5:  Export Financing outlines government and private sector
financing resources and methods of payment;
     Chapter 6:  Transporting Goods Internationally focuses on moving goods
overseas, including packaging and labelling; and Chapter 7:  Strategic
Alliances and Foreign Investment Opportunities explores other methods of
market entry beyond exporting, such as joint ventures and off-shore
manufacturing facilities.

     Part II:  The Exporter's Directory is a comprehensive directory of
contacts and information sources to assist you as you go global.