Peter Wright spent ten years attracting new businesses to B.C. Now, as an Export Advisor for Export Navigator, he is exploring the other side to the conversation – helping B.C. businesses thrive in international markets.  

Export Navigator: Can you introduce yourself and what you do in your role as an Export Advisor? 

Peter:  My name is Peter Wright, and I’m an Export Advisor for the Lower Mainland.  

As an Export Advisor, my job is to help businesses grow so they can increase their earnings, grow their staff, and reach their goals. I connect business owners to the support they need, whether that’s government contacts, lawyers, accountants, or freight experts.

While my main focus is helping businesses start exporting, I also provide information on grants, tax credits and other resources that can help entrepreneurs overcome economic ups-and-downs, so they can focus on other areas of their business. 

Export Navigator: What kinds of businesses do you mainly work with?

Peter: I tend to see three types of businesses: software, services, and those that manufacture hard goods. In my region, I’d estimate that 85% of my clients are selling manufactured goods. For the most part, my clients have goals to export internationally, as many of them have already distributed across Canada. 

In the Sea to Sky corridor, I’ve noticed there are more and more businesses making products related to outdoor activities, which is an interesting geographic trend. 

Export Navigator: What is your professional background, and how did that prepare you to work as an Export Advisor?

Peter: My background is in policy analysis and investment attraction. Before working with Export Navigator, I spent a decade attracting businesses to B.C. In this role, I attended a range of conferences and trade shows across Canada and internationally. 

My role as an Export Advisor goes hand-in-hand with my experience in investment attraction. While I used to focus on bringing business into B.C., I now help B.C. businesses grow around the world. 

In my previous role, I developed a broad network of contacts who are experts in B.C. business and international markets. I continue to work with those contacts today for insights about export regulations and market trends. 

Export Navigator: What do you look for in a business to determine if they are ready to grow beyond B.C.? 

Peter: There are many things to consider when determining a business’s export readiness. I start by looking at their current earnings and business structure to understand how prepared they are to expand. In the case of manufacturing companies, it’s important to assess whether a business is truly able to increase production to meet the needs of the new market. 

As well as assessing export readiness, it’s essential to explore which target markets are a good fit for the business. I work closely with business owners to understand their export goals and suggest markets that can help drive their business forward. 

My job is to work with clients to look at the current landscape, their export goals, and to identify markets that meet their needs. The last thing I want is for a business owner to encounter strong headwinds in their first attempt at exporting and become discouraged from trying again in a new market that could have worked better for them. 

Export Navigator: How would you describe your advising style/approach to working with clients?

Peter: I take a one-on-one approach. Every business is different, and each business owner has their own story. I don’t want to learn about a business from their website. I’d rather hear directly from the client. I ask a lot of questions to prevent me from making assumptions. 

I tailor my support to what the business owner cares about most. At the end of the day, the client is the most important person, and I want to make sure I support them the best I can.  

Export Navigator: Aside from being an Export Advisor, what else do you like to do in your free time? 

Peter: I spend as much time outside as I can. I enjoy being in the mountains: hiking in the summer, skiing in the winter. I also like to go boating whenever I get the opportunity. 

Export Navigator: What’s your best advice for aspiring entrepreneurs? 

Peter: Don’t get discouraged by everything you read online about exporting. As good of a tool as the internet can be, sometimes it is not your friend. 

Export Navigator exists to demystify the export process and help you find resources that are valuable to you. Even if your business isn’t quite ready for exporting, we can connect you with our partners, like Community Futures BC, to get you the support you need. 

Export Navigator is a free resource – we’re here to help your business grow. 

Learn More

Thinking of exporting? Find an advisor in your region today and discover what opportunities are available to you.

Did you know that British Columbia is home to the second largest number of Indigenous entrepreneurs in Canada?

Recognizing the importance and influence of Indigenous-owned businesses in B.C., Export Navigator hosted Resilient Roots: Indigenous Export Growth in British Columbia, featuring the first-hand experience of entrepreneurs June Anthony-Reeves (Up the Hill at Loakin), Jordan Hocking (Sriracha Revolver) and Nancy and Anthony Wingham (Nuez Acres). The webinar focused on the Indigenous export landscape across the province, highlighting the ways Indigenous entrepreneurs contribute to economic prosperity and cultural preservation. 

On June 21, 2021, as part of the process of reconciliation, the UN Declaration for the Rights of Indigenous Peoples (UN Declaration) came into effect, providing Indigenous Peoples with equal access to economic opportunities and freedom to pursue international trade. In B.C., the UN Declaration led to funding opportunities, business planning support and tools to attract new customers and investments specifically for Indigenous-owned businesses. 

Today, Indigenous-owned businesses are exporting nearly twice as much as other Canadian businesses. While most exports are directed to the United States, more than half also trade with other international markets. 

Indigenous entrepreneurs are starting businesses at nine times the rate of the Canadian average. Shannan Roberts, Export Navigator’s Export Advisor for Indigenous-owned businesses, attests that agrifood, health and wellness, consumer foods, and tourism are the most active sectors amongst her clients, with technology on the rise. 

Indigenous-owned Businesses: Challenges and Opportunities

Whether it’s calculating shipping costs, converting currency or understanding international taxes, exporting always comes with a steep learning curve. Though Indigenous-owned businesses have seen remarkable growth in recent years, they face additional barriers. 

• Cultural Prejudice: Racial discrimination, negative stereotypes and other social challenges can prevent Indigenous entrepreneurs from advancing in the same way as their non-Indigenous counterparts. 
• Language Barriers: More than 70 Indigenous languages are spoken across Canada, and in 2016, almost 13% of respondents reported an Indigenous mother tongue. For Indigenous-owned businesses to participate in national or international markets, they often must operate in English or French, rather than their own language. 
• Remote Locations: According to the 2016 census, 50.3% of Indigenous Peoples in British Columbia live in rural communities or small communities. Remoteness not only makes it difficult to attract skilled employees, but without a reliable infrastructure it can be challenging to send and receive supplies and products.
• Limited Access to Capital: Institutional bias lowers loan approval rates for Indigenous Peoples by more than 30%. 

While Indigenous business owners face a range of social and cultural challenges, there are also many opportunities that make their businesses and products stand out. 

• Indigenous Culture as a Unique Selling Point: Often, Indigenous entrepreneurs ingrain their heritage, and social, environmental and cultural values in their businesses, providing an opportunity to develop a unique selling proposition and stand out in saturated markets.
• Dedicated Customer-Base: Many Indigenous-owned businesses see a high number of return customers. “People buy from an Indigenous business and want to come back and buy it again,” confirmed Jordan Hockin, owner of Sriracha Revolver. 
• E-commerce Opportunities: Virtual sales enable businesses in small communities to overcome geographical limitations and sell to customers all over the world. Over 80% of exporting Indigenous-owned SMEs have online sales. 

Resources for Indigenous-owned Businesses

There are a range of resources available to Indigenous entrepreneurs to start and develop their businesses: 

• The Jay Treaty: Signed in 1794, the Jay Treaty enables Indigenous Peoples born in Canada to freely enter the United States to work. 
• First Citizens Fund: Created in 1969, the First Citizens Fund financially supports Indigenous-owned businesses and Indigenous organizations in B.C.
• Indigenous Financial Institutions (IFI): An alternative to standard financial institutions, IFIs are Indigenous-controlled, community based financial organizations that can support Indigenous Peoples in gaining access to capital and loans. 
• Tale’awtxw Aboriginal Capital Corporation: With a range of support services and business financing options, Tale’awtxw Aboriginal Capital Corporation helps Indigenous-owned businesses in the Coast Salish Traditional Territories succeed. 
• CFDC of CFIN: Business development support for Indigenous People Living in Central B.C.

Indigenous business owners can also benefit from programs and resources that are available for free to all entrepreneurs: 

• Trade Accelerator Program: A comprehensive learning platform designed to support entrepreneurs in their exporting journey.  
• CanExport: Funding opportunities to support business and export growth. 
• Ministry of Jobs, Economic Development and Innovation: Offers a range of support and services for small business owners. 

Begin Exporting Today

Are you an Indigenous business owner hoping to jumpstart your business? Do you already operate an Indigenous-owned business, and feel ready to begin exporting? 

Connect with Export Advisors Shannan Roberts or Denan Kuni today to begin your journey. 

The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) is a free trade agreement between Canada and 10 Asian-Pacific countries. Together, these countries represent 15.6% of global GDP and over 580 million consumers, offering countless ways for Canadians to grow their businesses in Asia. 

Free trade agreements lower trade barriers, making it simpler and less costly to export to participating countries. Free trade agreements are best known for reducing or removing tariffs, costs that are often applied when shipments cross borders.

The CPTPP came into effect in March 2018 between Canada, Australia, Brunei, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore and Vietnam. In July 2023, the United Kingdom signed paperwork to join the CPTPP and will soon be able to participate in the agreement. 

CPTPP eliminates tariffs on 98% of Canadian exports, helping Canadian businesses compete in the Asia-Pacific region. 

CPTPP offers many non-tariff related benefits to small and medium businesses, such as:

• Simplified Rules: Rather than having to understand the trade requirements for multiple countries, CPTPP offers a single set of rules and makes trade information available online for business owners. 
• Minimized Barriers: CPTPP removes the hurdles faced by Canadian businesses, helping to lower the cost of exporting. For example, CPTPP streamlines customs clearance processes and addresses potential challenges with digital trade. 

Benefits for British Columbia

CPTPP is especially good news for businesses in B.C. Key findings of the 2019 CPTPP Tracker Report showed that B.C. was one of the top two provinces exporting to CPTPP markets during the first year of the agreement. Specifically, Mexico is a key trading partner, with B.C. exports to Mexico totaling $179 million in 2022. 

CPTPP helps open new markets for British Columbian businesses by removing tariffs on many of B.C.’s main exports, including: 

• Fish and seafood such as salmon and herring. 

• Agricultural and agri-food products including pork, wine and fruits. 

• Industrial goods like metals and plastics. 

• Forestry and lumber products such as newsprint and uncoated paper. 

Free trade agreements work both ways, so B.C. businesses that need to import products or materials to support their business can also enjoy more competitive pricing and reduced customs delays. 

Making CPTPP Work for Your Business

While CPTPP can help you grow your business in the Asia-Pacific region, reduced tariffs are not automatic. There are a few key steps you can take to make sure your business benefits from CPTPP: 

1. Find the right tariff code: Globally, the harmonized system is used to give products a tariff code. The tariff code helps to identify your product, making sure it is imported correctly. Use the Canada Tariff Finder to find the right code for your product.
2. Understand the tariff rate: The Canada Tariff Finder will explain the tariffs or duties associated with your product.
3. Make sure your product meets rules of origin: Many products are made using resources and materials from all over the world. The rules of origin determine how much of a product must originate in Canada for it to be considered eligible under CPTPP. 
4. Claim reduced tariffs: Make sure you include all relevant tariff information before your product is shipped, so that customs authorities know your product qualifies under CPTPP. 

Identify the Right Trade Agreement for You

Canada has 15 active free trade agreements with countries all over the world; some countries are included in multiple trade agreements with Canada. For example, Chile participates in both CPTPP and the Canada-Chile Free Trade Agreement.  

To get the best value for your business, you can compare tariff rates for your products using the Canada Tariff Finder. Depending on your business’s product or service, some free trade agreements may work better for your business than others. 

The Canada Tariff Finder helps you find the correct tariff code under the right FTA, so your products can enjoy the benefits that the agreement offers. 

Learn More About Exporting to the Asia Pacific Region

Not sure which free trade agreement is best for you? Eager to export but need guidance to begin? 

Export Navigator’s team of experienced advisors can help. Connect today to learn more about the resources available to help you grow your business in the Pacific.

Making the decision to begin exporting is an exciting milestone for any business. That said, a great deal of planning is required to ensure that your exporting journey goes smoothly. 

A Market Entry Strategy (MES) is your business’ plan for how best to deliver your goods or services in a new target market. A winning MES helps set your business up for success and can help avoid common pitfalls in the exporting journey. 

Below are five key tips to consider as you build your MES. 

Tip #1: Research, Research, Research 

Market research is essential to the success of your MES, as it helps you pinpoint your target audience, identify competitors, learn about market trends and understand how all these components impact your export journey.   

Many businesses  begin with secondary market research. Secondary market research involves gathering answers and insight from information collected by someone else. You might also hear this referred to as desk-based research, because you can do it all from the comfort of your computer, making it a low-cost and effective place to begin crafting your MES.

Secondary market research pulls from a range of resources, including websites, reports, surveys, summaries from focus groups or even social media. A market research checklist can help you plan your research, so you know you have the information you need.

Tip #2: Determine How to Get From A to B

A key element of your market entry strategy is just that – determining how to enter the market. 

Referred to as the mode or method of entry, there are a range of different ways to get your products and services to your new customers in your target market:

• With direct exports, you run the show. You are responsible for working directly with your customer base, organizing everything from contracts and marketing to shipping and invoicing. 
• Indirect exports enable you to work with a foreign distributor or representative to market your goods or services. 
• Partnerships offer the opportunity to work closely alongside a local business that aligns with your own. By partnering with another business in your target market, you can share ideas and resources and learn about the local economy.  
• Acquisitions enable you attain or invest in a business in your target market, helping you quickly gain access to a new customer base.  

Tip #3: Stand Out in a Crowded Market

To entice new customers in your target market, you need to know your business’ unique selling proposition (USP). In other words, what makes your goods or services different from all the other goods and services in the market? You can begin to pinpoint your USP by answering a few initial questions: 

1. Who is your target customer? What pricing, marketing, and packaging will resonate with this audience? 
2. Who are your competitors in this market, and how is your product or service unique? 

The answers to these questions will change based on your target market, as your business will have a different USP from one market to the next. 

Once you have a strong understanding of what you offer to your target market, you need to determine whether your business is ready for the ups and downs of exporting. There are many aspects that determine your export readiness, but a few key areas of consideration include: 

• Resourcing: Do you have the staff to support market research, international marketing, additional paperwork and increased production? 
• Funding: Do you have the finances necessary to cover the direct and indirect costs of exporting? It can take time to establish a reliable customer base in a new market, so it’s best to arrange sufficient funding in advance. 
• Product Readiness: Is your product or service ready for the international market, or will you need to adapt to suit the tastes of your new customers? 

Tip #4: Expect The Unexpected

While your business may be well-prepared to tackle the quirks of domestic markets, exporting offers a range of unique things to consider. 

• Environmental differences: If your target market has a different climate than your own, you may need to consider new ways of shipping and storing products to decrease the risk of your product getting damaged. For example, a bag of chips may burst in high altitudes, or a chocolate bar might melt in hot climates. 
• Cultural and geographic differences: Around the world, people have different tastes and preferences. If you export consumable products, you may need to adjust the flavour profile of your product to meet the expectations of your new customers.  

Language differences: Cultural preferences aren’t confined to taste. Before exporting your products, research your business name and logo to ensure there are no unwanted meanings in other languages or cultures. Don’t forget to translate any written content in your packaging or marketing into the preferred language of your target market. Consulting a local translator will help you capture all the cultural nuances. 

Tip #5: Build Your Network

While secondary research is an excellent place to start your MES, you might not be able to find answers to all your questions online. 

By visiting your target market in-person, you can get a clearer sense of what a typical retail space looks like, how products are displayed, how services are marketed, and what type of products are popular. You can also connect directly with your potential customers, getting a clearer sense for their tastes and preferences. 

International travel may not be possible for everyone, but there are still plenty of opportunities to get specialized insights closer to home. Consider attending webinars, networking events or seminars focused on export and international trade in your local community. These events let you hear first-hand where the unexpected challenges in exporting are, and what the benefits could be for your business. 

Start Planning Your Market Entry Today

Unsure which mode of entry is best for your business? Do you have questions about how to update your packaging? Can’t find networking events near you?

Export Navigator has an abundance of resources to help you get the answers and information you need. Reach out to an export advisor today to get started.

With a population of almost 450 million people, the European Union (EU) is a major trading partner for Canada—second only to the United States. The EU is also the world’s largest importer of services, and second largest importer of goods, creating countless business opportunities for Canadians.

To make trade easier, in 2017 Canada and the EU established the Canada-European Union Comprehensive Economic and Trade Agreement (CETA). CETA is a bilateral free trade agreement, meaning an agreement signed between two parties, which minimizes tariffs and other trade barriers. 

What does CETA mean for your business?  

CETA removes tariffs on 98% of Canadian exported goods, helping to make Canadian products more competitive in the EU market. Yet, in the modern world, it can be difficult to determine what is considered ‘Canadian goods’ as most products are created using materials or labour from other countries. 

For example, a watch might be made with Canadian leather, American titanium, and Japanese stainless steel. Rules of origin determine how much production, or how many materials, must occur within Canada for a product to be considered applicable under CETA’s terms, helping to maintain clear and fair business practices. 

Canadian businesses exporting goods that meet CETA’s rules of origin can experience a range of benefits when trading with the EU:  

Market Transparency: Canada and the EU work together under CETA to make trade more predictable, helping to protect small and medium sized enterprises (SMEs), in the international market. 

New Clients: Under CETA, Canadian businesses can bid on opportunities presented by EU governments (local, regional and state), gaining access to a $4.6 trillion market. 

Regulatory Cooperation: All countries have rules that dictate who, what, where, why and how products are made. When importing, shipments must pass regulatory conformity assessments to make sure they follow the importing nation’s rules. Under CETA, regulatory processes are simplified and streamlined. Canada and the EU collaborate to align standards, allowing qualifying shipments to avoid certain regulatory processes. If new regulation is introduced in the future, it will automatically be integrated into CETA, so trade remains open and predictable.  

Removing Non-Tariff Trade Barriers: Tariffs aren’t the only thing that can make international trade challenging. CETA works to streamline customs procedures and other activities at the border, ensuring that Canadian products get into the EU market without delays. 

While CETA presents a range of opportunities when it comes to exporting Canadian products, it also helps businesses in other ways. 

Canadian businesses that rely on imported goods can get the supplies they need from the EU quickly, predictably and without price increases that could be caused by tariffs. Nine out of thirteen provinces and territories have increased imports from the EU since CETA was established. 

CETA for service providers: More than export

Canadian businesses that offer services, rather than physical goods, are also supported under CETA. The agreement not only streamlines shipments of physical goods, but it also provides Canadian business owners with more opportunities to sell services to the EU. This makes it easier for skilled professionals to work in the EU, and with very few exceptions, Canadian services are treated the same as those from the EU. 

By taking the guesswork out of international trade and addressing key challenges that SMEs face when exporting, CETA makes it easier for businesses to seize new opportunities.  

Other opportunities 

If your business plan doesn’t involve export to the EU, rest assured that there are other agreements in place that will help you meet your export goals. 

1. Canada-United Kingdom Trade Continuity Agreement: While the United Kingdom left the European Union in 2016, they are still a significant trade partner for Canada, and this trade agreement keeps many of the main benefits of CETA in place.  
2. Additional Free Trade Agreements: Canada has free trade agreements in place with over 50 countries, offering preferred export opportunities for Canadians worldwide. 
3. Tools for Businesses: Whether you’re ready to export to the EU or have your sights set on other markets, there are tools in place to help set your business up for success. 

Get started today 

By simplifying trade with the EU, CETA helps Canadian businesses succeed in the global market. 

Do you want to take advantage of these opportunities, but aren’t sure where to start? Export Navigator not only offers resources and guides, but also has one-on-one support for your business.

Connect with our export advisors today to learn how to make CETA work with your goals and begin building your EU export strategy.  

Note: This post was updated in April 2025 to reflect the changing tariff environment in Canada.

It’s difficult to imagine a world without imported goods. Many of us wake in the morning on an imported bed, drink imported coffee and drive to work in an imported car. International trade is foundational to our everyday lives.

As a business owner, contributing to the global market is an exciting idea, yet exporting isn’t as simple as sending a shipment over the border. Governments worldwide implement policies and rules that influence global trade, such as tariffs. Also known as duties, tariffs are the fees levied on goods transported from one country to another.

Tariffs are established to help protect the domestic market, both directly and indirectly.

For example, an international company and a British Columbian (B.C.) business might sell clay coffee mugs for $30 a piece. The international company must pay a 10% tariff when importing their mugs to Canadian markets, increasing the price to $33. Unimpacted by tariffs, the B.C. mugs remain at $30.

The coffee mug company in B.C. benefits from this tariff, as it helps make their product more competitive and consumers might be more likely to purchase their mugs.

That said, when the tables are turned, tariffs can become a challenge in the exporting process. If the B.C. company exports to a country that imposes tariffs on Canadian coffee mugs, then the price of their product increases. This can make it more difficult to compete in the international market.

Tariffs and Trade in 2025

Trade tensions continue to shape Canada’s relationships with key global markets. The news changes quickly and there is a lot of stay on top of. Currently:

• United States. While the Canada-United States-Mexico Agreement (CUSMA) remains in force, trade friction has increased due to renewed U.S tariffs on specific Canadian-made steel and aluminum products, as well as emerging disputes over agricultural exports such as dairy and softwood lumber.
• China. Canada’s trade relationships with China remains strained, with tariff and non-tariff barriers affecting exports such as canola and pork, Canada has diversified export markets in response but continues to face challenges accessing Chinese markets.
• European Union. Although CETA provides preferential access to EU markets, Canada has raised concerns about regulatory barriers and tariffs being applied in ways that limit access for certain goods, particularly in the agricultural and food sectors. Despite these issues, there is more interest in increasing trade between Canada and the EU due to the ongoing trade issues from the U.S.

Understanding Tariffs

Just as goods and services come in many shapes and sizes, there are a range of different types of tariffs to be aware of.

The example above is an ad valorem tariff, a Latin term translating to ‘according to value’. This type of tariff is calculated as a percentage of the item’s overall cost (10% in the example above).

Specific tariffs, on the other hand, are fixed price, meaning that regardless of the value of the imported good or service, the tariff remains the same. In the scenario above, Canada might place a $5 tariff on all imported coffee mugs, bringing the imported mug to $35.

Countries may also impose export quotas on specific goods or services to further protect their domestic market. For example, if Canada began exporting too many coffee mugs, the federal government may limit the number of mugs that can be sold internationally to ensure Canadians aren’t faced with a coffee mug shortage.

Some goods and services also have a surcharge or surtax associated with them, which is an extra tax or duty in addition to the current tariff. Surcharges are designed to further safeguard the domestic market.

Types of Trade Agreements

Needless to say, tariffs have their benefits, but they can complicate international exporting processes.

Around the world, governments form trade agreements that can reduce or remove tariffs and help streamline and simplify trade.

Canada participates in a range of agreements with other countries worldwide:

Plurilateral and multilateral agreements are made between a small number of countries who have a shared interest in a good or service. For example, Canada and 22 other countries are part of the Trade in Services Agreement, designed to improve market access telecommunications, express delivery and many other services.

Free trade agreements greatly reduce or remove tariffs and other trade barriers for participating countries. Free trade agreements simplify access to a wider range of export and international investment opportunities for Canadian businesses.

Navigating Tariffs in Your Business

As you begin to develop your export plan, there are a few steps you can take to help navigate tariffs in international trade:

1. Leverage Canada’s Free Trade Agreements

Through researching free trade agreements, you can learn more about how to export to participating countries without facing tariffs or duties. Canada currently participates in 15 free trade agreements with 51 different countries, opening the market to 1.5 billion consumers worldwide. For example:

• Comprehensive Economic Trade Agreement (CETA) grants Canadian businesses preferential access to market opportunities in the European Union.
• Canada-United States-Mexico Agreement (CUSMA) creates the largest free trade region in the world. Trade under CUSMA is robust, but exporters need to monitor for potential shifts in U.S. trade policy that could affect duties and enforcement.

In addition to considering how free trade agreements help to reduce your costs as an exporter, you may be able to source key supplies for your business from markets that participate in a free trade agreement with Canada, reducing your operating costs.

2. Use the Canada Tariff Finder

The Canada Tariff Finder is designed to help businesses understand the tariffs that apply to their specific goods and services. Simply input the importing and exporting country and search keywords pertaining to your goods or service to take the guesswork out of estimating tariffs.

3. Explore Domestic Suppliers

When sourcing supplies for your business, consider how tariffs on imported goods might be increasing your operational fees. By forming relationships with local businesses, you may be able to purchase supplies at a lower price.

If your supplies can’t be sourced locally, try to make free trade agreements work for your business. You may be able to purchase the items you need from markets that participate in a free trade agreement with Canada, avoiding the increased prices associated with other imported products.

Get Support Today 

Free trade agreements and online tools exist to help streamline and simplify international trade. Still, the process of understanding how tariffs and other trade barriers impact your business can feel overwhelming. Don’t be discouraged – Export Navigator is here to help! 

Our experienced team of Export Advisors is available to answer your questions and help you better understand how to take your business beyond B.C. Reach out today to learn more. 

In today’s world, global is the new local. It’s easier than ever for businesses of all sizes to market their products to an international audience. But while launching a new product is never easy, expanding to new markets is a unique challenge. You’ll need to answer a few key questions before marketing products globally. What types of products does your target market want? How will your product meet their needs? Which channels and messaging will resonate with your new target customers? Answering these questions will put you on the path to international marketing success.

Stage 1: Research

First, you need to understand the local market by undertaking market research. It can be tempting to proceed without market research, but this is a fundamental step you should not miss. Research will give you answers to several important questions:

• What are the needs of your target audience?
• What are their interests and preferences?
• How do local customs and traditions affect purchase behaviour?
• What marketing channels do they prefer?
• What motivates them to buy a product?
• At what price are they willing to buy the product?
• What is your USP over local competitors?

Once you have answered these questions, you can start preparing your product for new markets.

Stage 2: Localization

It’s essential to ensure you account for local differences before launching into a new market.

Your Product

It might not make sense to sell the same product in different countries. You might pursue three strategies when looking to sell products in new markets. The first is product extension, which refers to selling your current products without changes. Extension can work well if your new market is similar to your local audience. If the new market has specific attitudes or preferences, you might instead choose product adaptation. Adaptation means modifying your product to fit local needs. For example, you might change the spicing in your sauce to suit the tastes of a different country. The last strategy to consider is product invention, when you create a brand new product for the market in question. The research you completed earlier will give you insight into what product strategy best fits your new audience.

Regulatory

Beyond ensuring you have the right product-market fit, your product must meet the rules and guidelines for a new country. You might need licenses or permits to sell certain types of products. Or, your product might require more detailed labelling to fit a different country’s regulations. You can find this information on the Government of Canada’s Country and Sector Information resource.

Language 

Finally, if you plan to sell your products in different countries, you may also need to consider language differences. Perhaps the most visible place to update language is your product’s labels and packaging. If you plan to translate your current labels, hire a native speaker or professional translator to do the translation. Plus, remember to check any symbols and imagery for social context. Finally, you might also need to account for customer service in a different language. Set up a website and phone number with service in this language so customers can receive help and find answers to their questions.

Stage 3: Execution

Once your product is ready, you’ll choose where, when, and how to market in a new country. Be prepared to re-learn best practices when marketing overseas.

Channels

Carefully consider the marketing channels you select for a new audience. Some countries may prefer traditional marketing (magazines and billboards) over digital (social media and email). Your initial research should give you an idea of what channels your audience prefers. Make sure to keep an eye on the number and visibility of your advertisements. Consumers in some countries might be used to seeing advertisements in different formats at high frequency. But, consumers in another country may find too many messages to be off-putting.

Messaging

Precise, simple messaging reads well in any language. Focus on clarity and simplicity when designing marketing plans to be translated. Phrasing without slang or jargon will be more straightforward to translate – you can always add regional flair later in the process. Learning the values of the cultures you want to communicate with will allow you to create messaging that resonates and doesn’t offend.

Measuring 

Measuring and reporting on your efforts is a critical part of evaluating the success of your new international strategy. When you track valuable metrics, you will gain insight into what tactics work best and be able to maximize your marketing efforts. Metrics you’ll want to track might include conversions, cost per acquisition (CPA), return on advertising spend (ROAS), click-through rate (CTR), and engagement rate. You can find these figures in your website analytics and paid advertising dashboards.

Start Marketing Globally

While expanding your products to new markets can be exciting, it can also be complex and intimidating. Marketing products for a global audience will require a lot of research if you still need to become familiar with your target country.

At Export Navigator, our Export Advisors can help save you time and effort in marketing your products internationally. Find an advisor today and discover what opportunities are available to you.

With multinational experience ranging from Singapore to West Africa to the Fraser Valley, Tracey Pham knows a lot about international markets. Now serving the Lower Mainland as an Export Advisor, she brings a wealth of global expertise to her growth-minded clients.

Export Navigator: Can you introduce yourself and your role as an Export Advisor?

Tracey: I’m Tracey, the Export Advisor for the Lower Mainland, serving Vancouver, Richmond, and Delta. I support businesses of various sizes and stages. The majority of my clients are established in B.C. and ready to expand, whether interprovincially or into new countries. I also work with a few pre-revenue companies with strong potential, as well as several businesses that are exporting already. My clients also vary in industry and number of employees. It’s exciting to be able to support a wide range of businesses that are at different stages of their exporting journey.

Export Navigator: What is your professional background, and how did that prepare you to work as an Export Advisor?

Tracey: I started my career in a multinational company in Singapore. In that role, I worked on developing and marketing products in other Southeast Asian countries, mainly Thailand, Vietnam, and the Philippines. That gave me a lot of knowledge about labelling, regulatory compliance, and understanding consumer differences and consumer preferences in different markets. After that, I worked for another multinational company in West Africa, where again I focused on ensuring that products meet consumer needs and are marketed effectively in a West African context.

I moved to Canada in 2014 and did my MBA at UBC. In my last role, I worked with a pet food company based in the Fraser Valley, where I was the head of international marketing. While working there, I supported the company’s expansion to over 35 countries around the world. I learned how to leverage government support and government resources like Export Development Canada and the Trade Commissioner Service. Now, as an Export Advisor, I can help my clients because I understand the international landscape, regulatory compliance, and different market requirements. That makes me a good fit to advise companies looking to expand and grow outside B.C.

Export Navigator: What do you look for in a business to determine if they are ready to grow beyond B.C.?

Tracey: The first time I talk to a business, I look for readiness in a few different areas. The first is the readiness of the company’s founder or CEO. That also includes the personal readiness of the core team leading the business. The second is the readiness of the company itself. To be ready to embark on this journey, I look for a growth mindset, that the company is prepared to navigate growth and the challenges that come with it. The third and final area is the readiness of the product. I look at whether the product has appeal outside of B.C. and if it has the potential to grow. We also examine whether the product or service can be customized and scaled for different markets. I’d say those are the three main criteria of successful exporters: personal readiness, company readiness, and product or service readiness.

Export Navigator: How would you describe your advising style/approach to working with clients?

Tracey: I ask a lot of questions. For me, it’s critical to understand what the founder and CEO’s vision is. To get there, I ask quite a few questions, starting with the business and why they started, but also what gets them up in the morning. What are they trying to achieve? Sometimes, they’ll need to tap into those reasons when things don’t go right. The founder and the core team need to understand why they’re doing this so they can make the right decision at every step of the way. Answering these questions helps to crystallize the vision for the business. Then, we’ll move from high-level to much more detailed questions, like what shipping provider they’re using and if any challenges arise from that.

Through this questioning process, sometimes we find that the original issue they came to me with is just the issue on the surface. When we get in-depth, we uncover many things the business owner may have yet to consider. When I understand the business and the founder, I can provide more holistic advice and elevate the conversation rather than just answering the questions they come with.

Export Navigator: Is there a type of business or client you find benefits the most from the program?

Tracey: I believe that most businesses we work with will benefit from the program in one way or another. When a business is ready to take the first step in exporting,we provide a lot of value because the business is ready to receive our service, and we can give them the help they’re looking for. But even businesses that are quite small or pre-revenue have the potential to scale quickly, especially in technology-focused industries. For businesses already exporting and looking to expand, we can help by connecting them with resources to consider and validate other opportunities.

Export Navigator: Aside from being an export advisor, what else do you like to do in your free time?

Tracey: I have two dogs, so I spend a lot of time with them. Most weekends, we are outside hiking. In the summer, we go camping. They love snow, so we go snowshoeing in the winter. I also love snowboarding, so I spend a lot of time outside. Why not, when we live in B.C., one of the most beautiful places on earth?

Export Navigator: What’s your best advice for aspiring entrepreneurs?

Tracey: I would say tap into as many resources as possible. A business owner often does ten jobs at once, and it can be difficult to pause and look at the available support and resources around you. In B.C. specifically, there is a robust ecosystem that supports entrepreneurs. Whichever industry you’re in, there will be some type of entrepreneurial support. I’d recommend taking advantage of those resources as much as possible because, you never know, you might be able to get a grant or some funding. Or, you might be able to receive mentorship or advice from people who have been where you are, which can make the journey a little bit easier. Being an entrepreneur is difficult, but with the proper support, you might be able to accelerate the process.

Learn more

Thinking of exporting? Find an advisor today and discover what opportunities are available to you.

Every business owner’s success story is shared by those who have supported them along the way. For Jason Seed, export advisor for Victoria, one of his favourite things about working with clients is sharing their success. And he believes that no business is too small to celebrate. Whether a company is developing green technology in a warehouse or bottling sauce in a home kitchen, Jason is here to help share unique Victoria businesses with the world.

Export Navigator: Can you introduce yourself and your role as an export advisor?

Jason: I’m Jason Seed, the export advisor for the Victoria region. My central role is to help businesses grow either inter-provincially or internationally. I also see myself acting as a connector, making sure that the companies I work with know about the grants and services that are available to them. Since the Export Navigator program started as a rural initiative, we believed businesses in Victoria and other urban centres would already have a good handle on the available funding sources, government programs, and third-party business services that are out there. I’ve discovered that most companies need to be made aware of many of the initiatives that could help grow their business. So, I enjoy being able to connect businesses with the right resources. Of course, I also offer business advisory services, market planning, market entry and market research to businesses of all sizes.

Export Navigator: What kinds of businesses do you mainly work with?

Jason: I work with a nice selection of life science companies and several companies working on clean technology or general information technology. I have a pretty good roster of agri-food companies as well. One category that surprised me was manufacturing. I was surprised to see all of the manufacturing going on in the Victoria area.

Export Navigator: What is your professional background, and what made you want to work as an export advisor?

Jason: I’ve done a lot of consulting over the years with agri-tech companies and tech companies in general, but the companies I work with here are quite a bit different from anything I’ve worked with in the past.

After building several successful companies across Canada and having kids at home, the travel got too difficult. I have always loved consulting, so when I saw the export advisor opening, I saw it as an opportunity to help businesses closer to home.

Export Navigator: What do you look for in a business to determine if they are ready to grow beyond B.C.?

Jason: I’d say only about a third of my clients fit into the category of companies that have yet to even think about exporting beyond B.C. In contrast, the rest of my clients are already exporting but need help with new markets or grants and funding, for example. When meeting new clients, I look closely for a sense of initiative or drive. I find that the most successful clients are communicative and responsive, and we end up having many back-and-forth conversations. The most eager clients are those who find success quite quickly. I respond well to energy and enthusiasm, so I enjoy working with companies that are excited as well.

Export Navigator: How would you describe your advising style/approach to working with clients?

Jason: I think of myself as a go-getter and advocate for my clients. I think it’s also essential to build awareness, especially among all the government agencies here. I prioritize getting the proper attention for clients ready to expand their business. But I’m not an expert on every program; if I don’t have the answer, I’ll find it for them. In many cases, that happens because I’m dealing with sectors and businesses I haven’t encountered before. But I’m quickly expanding my knowledge base and learning lots of new things along the way.

One other way I work is to connect clients with each other. I enjoy this greatly because I see what they’re doing and how they can benefit each other. I’ve had great feedback so far from clients that I’ve connected with other clients.

Export Navigator: Aside from being an export advisor, what else do you like to do in your free time?

Jason: I love to spend time with my kids. I promised my kids when they were young that whatever they were interested in, we would explore together. My daughter loves science, so we read Smithsonian encyclopedias about planets and the universe, dinosaurs, plants, rocks, and everything in between. My son also loves dinosaurs, especially ancient sea creatures; the meaner, the better.

Export Navigator: What’s your best advice for aspiring entrepreneurs?

Jason: We live in an exciting time right now where if you cobble together all the different programs and services available to a business, there’s a clear path from a startup to a successful multinational company. In the past, that would have been unheard of. I’d want businesses to know that you have an export advisor on your side to work with you on every step. There’s essentially a program or service for every step of the way, which is phenomenal.

Learn more

Thinking of exporting? Find an advisor in your region today and discover what opportunities are available to you.

Free trade agreements are the unsung heroes of exporting. By definition, free trade agreements (or FTAs) are treaties between two or more nations that form free trade areas. What this translates to is the loosening of trade restrictions, reduction in costs, and greater opportunities for exporters. 

FTAs typically minimize a wide range of regulatory barriers. In this blog post, we’ll provide an overview of all the ways FTAs make exporting a smoother process.  

1. Get preferential access to new markets

Canadian companies can export more easily to over 50 countries around the world that have FTAs with Canada. One of the most coveted FTA benefits is the simplified operational procedures for entering foreign markets. It reduces the unpredictability and compliance issues that are common when exporting to new countries. 

2. Save money    

FTAs almost always lower the tariffs placed upon foreign products, making exporting abroad less costly. 

3. Overcome non-tariff barriers to trade 

Not only do FTAs lower or remove tariffs but they can also provide other benefits. These include higher import quotas, shorter border-processing delays, and Intellectual Property (IP) protection which shields exporters from fraud and copycats in their new markets. 

4. Increase transparency of foreign markets 

Foreign markets can be unpredictable, but FTAs can offer Canadian business owners peace of mind. They may emphasize adherence to responsible business practices and advocate for meeting global standards. For example, the Canada-European Union Comprehensive Economic and Trade Agreement (CETA) includes provisions for product standards, professional certification, as well as labour rights and environmental protection. 

5. Bid on procurement contracts 

Another way FTAs grant Canadian companies a competitive edge is when it comes time to bid on government contracts. Government procurement is when governments and other public bodies buy goods and services. Some FTAs allow all Canadian companies to bid on procurement contracts – CETA is one example of this, unlocking a market worth $2.6 trillion annually. Sometimes, FTAs even encourage investment in the foreign market. 

An Example of FTA Benefits in South Korea 

Here’s a quick illustrative example to see how free trade agreements benefit Canadian businesses. 

On March 11, 2014, the Government of Canada and the Republic of South Korea formally concluded the Canada-Korea Free Trade Agreement (CKFTA). It subsequently entered into force on January 1, 2015.

Let’s look at beef to start – a particularly contentious product for importing into South Korea. It also happens to be Canada’s fifth most important beef export destination. 

Pre-CKFTA, fresh or chilled boneless beef (HS Code: 0201.30.00.00) carried a 32% tariff. That means, before your shipment of steak was even allowed to clear customs in South Korea, you’d have to pay a 32% tax on the value of your shipment. This substantial fee made competition with local producers nearly impossible. 

CKFTA resulted in a massive reduction in these tariffs. As of 2022, this tariff has been reduced by nearly half – to 18.6%. By 2030, all Canadian beef imports to South Korea will be tariff-free. Countries without an FTA with South Korea are taxed a whopping 40% on beef exports today. This puts Canadian companies at an incredible competitive advantage in the South Korean market.

Upon full implementation, South Korea will have eliminated 98.2% of all tariff lines for Canadian goods.

Including South Korea, Canada has 15 FTAs with 51 different countries – the USA, the European Union, and a number of countries in the Asia-Pacific region. 

Fun fact: Canada is the only G7 country with free trade access to the entire G7 & European Union. 

Canada’s FTAs cover 61% of the world’s gross domestic product (GDP) and open up markets to 1.5 billion consumers worldwide. You can read more about Canada’s FTAs at Global Affairs Canada’s website here.

A great tool to see what tariffs you may face exporting to specific markets is Canada’s Tariff Finder. Here you can search for your product, identify your HS code (which is the code used to identify and classify traded products), and see which tariffs may apply upon export. You can also use the International Trade Centre’s Market Access Map.

Stay tuned for the rest of our Free Trade Agreement series, where we’ll touch on the benefits and specific considerations of:

• CUSMA – the FTA between Canada and the US
• CETA – the FTA between Canada and the European Union
• CKFTA – the FTA between Canada and South Korea; and
• CPTPP – the FTA between Canada and ten countries in the Asia-Pacific 

Get Export Support Today

While FTAs open many doors for exporting to new countries, they can also be difficult to understand. These dense documents filled with legal jargon and complicated language require a lot of research if you are not already familiar with FTAs. 

At Export Navigator, our experienced Export Advisors can help save you time and effort in deciphering FTAs. Connect with an advisor today to learn how to take advantage of FTAs for your business, and get answers to your export-related questions. 

Trade shows can open new doors when it comes to growing your business. Whether your goal is to research potential new markets or to size up your competition, trade shows are a one-stop shop for improving your export plan. 

By attending trade shows, you will get the opportunity to:

• Gain market intelligence
• Network
• Test your products
• Scout out the competition
• Expand your sales on a large scale 

While being an exhibitor at a trade show comes with its own advantages, it can be costly. Simply walking a trade show is a low stakes way to test the waters and see if you’d want to exhibit there in the future. One way to make the most of attending is to conduct primary research and gain insight into consumer behaviors in another target market. 

From Attendee to Exhibitor

Unlike attending a show where you get to just be a fly on the wall, exhibiting requires a much higher level of commitment. However, the benefits are worth it. Becoming an exhibitor at the right trade show attracts attention and can elevate your legitimacy as a business. It indicates that your business features a notable product or service to showcase. As trade shows are highly interactive events, other benefits of exhibiting include gaining feedback, and opportunities to lock down sales. You can also host meetings with other companies, vendors, and agents in the market – all of whom will be valuable assets in your export journey.

A question you might have is how to choose the right trade show to exhibit at. Taking into account the costs involved, you want to make sure your return on investment (ROI) exceeds what you invest. A common rule of thumb is to decide on your trade show objectives and strategy before even researching where to exhibit. There are many things you can accomplish at a trade show, but a focus area can help you save time. For example, maybe your main goal is finding customers and raising awareness of your company. Then, you’d want to allocate more resources towards marketing and networking. If your focus is on launching a new product or service, you might consider having samples or demonstrations at your booth. 

Don’t forget to research the target audience of the trade show you choose. Will your top prospects and current customers attend? Or is the trade show targeted towards an audience that doesn’t really match your customer profile? Understanding the audience of a trade show is an essential part of evaluating whether a certain trade show is the right fit for your business. 

Where to Get Trade Show Support

Preparing for a trade show is no small feat but you don’t have to do it alone. One way to get financial help is by seeking assistance from the CanExport program. CanExport is a grant program funded by the Government of Canada, administered by Global Affairs Canada’s Trade Commissioner Service. This program provides grants of up to 50% of your costs for market entry activities – including travel and trade shows. 

For more tips and tricks on attending or exhibiting at trade shows, check out Export Navigator’s resource library and free e-courses. The Export Navigator program can also help B.C.-based businesses showcase their best self at trade shows. If you’re eligible for the program, you’ll be matched with an export advisor who can take your trade show presence to the next level. Reach out today to learn more.