The Handicraft Export Marketing Toolkit was created to help global artisan enterprises meet the expectations of the international market and increase sales with wholesale customers and professional buyers.  It will also provide government agencies dealing with handicraft export promotion with guidance on establishing training programs to help artisan enterprises meet the expectations of the international market.  The Toolkit is the result of a close  collaboration between the Commercial Law Development Program (CLDP) at the US Department of Commerce and ByHand Consulting, financed by the Middle East Partnership Initiative (MEPI) of the US Department of State. The video series reviews key components and standards in export marketing and readiness that will be useful to artisans around the world.

Intro

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• This video provides an overview of the Export Marketing Toolkit and discusses the 10 standards of an artisan enterprise that is “ready” to meet the expectations of the global marketplace.

 

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Target Market

 

 

 

 

 

 

 

 

 

 

 

 

 

• Learn how to position a product in a target market in terms of price, quality, design and volume, and understand what product categories it fits into.
• Identify the resources for researching trends and requirements in the target market.

 

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Target Customer 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

• Learn how to position a product in a target market in terms of price, quality, design and volume, and understand what product categories it fits into.
• Identify the resources for researching trends and requirements in the target market.

 

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Export Collection

 

 

 

 

 

 

 

 

 

 

 

• Learn how to clearly define an export collection to meet the expectations of target customers for global handmade products.
• Understand strategies to create a product development plan to continually create new designs and offers.

 

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Distribution Costs

 

 

 

 

 

 

 

 

 

 

 

• Review common distribution channels and export price terms.
• Calculate the approximate end retail price of an export product and understand the margin structure for the different distribution channels.

 

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Production Plan

 

 

 

 

 

 

 

 

 

 

 

• Learn about systems for planning and managing production that maintains quality and ensures on-time delivery and accurately calculates the time to fulfill export orders.

 

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Export Catalogue 

 

 

 

 

 

 

 

 

 

 

 

• Review the information required for an effective export catalogue and website, and understand how to use social media accounts and other sales tools to communicate an export offer and brand.

 

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Export License and Documentation

 

 

 

 

 

 

 

 

 

 

 

• Understand the requirements for exporting and importing, and develop a checklist of necessary licenses and export documentation to ensure successful delivery of export orders.

 

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Shipping and Packaging

 

 

 

 

 

 

 

 

 

 

 

• Review common shipping services and required packing and labeling materials to ensure affordable and reliable international delivery of export orders.

 

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Financing and Payment

 

 

 

 

 

 

 

 

 

 

 

 

• Understand common payment terms and methods for international orders, and determine financing needs for export orders.

 

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Export Team

 

 

 

 

 

 

 

 

 

 

 

• Review the responsibilities of an export sales person (or team) and the timeline and resources for developing long-term relationships with export customers.