ECA News

International naval and business leaders will converge on Sydney this week for a key Asia Pacific maritime defence expo at which world-first NSW marine technology will be launched onto the global market, Deputy Premier and Minister for Trade and Investment Andrew Stoner said.  

The Pacific 2012 International Maritime Exposition at Darling Harbour, from 31 January to 3 February, is an important biennial industry event for the commercial maritime and naval defence industries. The NSW Government is sponsoring the expo through NSW Trade & Investment.

"Pacific 2012 will provide unique opportunities to explore the latest developments in defence and maritime design, architecture, engineering and science," Mr Stoner said.

"It will attract key industry, defence and government decision-makers from Australia, Asia Pacific and the world, including high level naval representatives from over 30 countries.

"We will use the opportunity to promote NSW strengths and industrial capabilities, and promote NSW as a defence and maritime business and investment location.

"Our State offers Australia’s largest and most diverse economy with national leadership in manufacturing, logistics, electronics, ICT, business services and other areas relevant to Australian defence and maritime needs."

Mr Stoner said Pacific 2012 provides companies from the Sydney, Hunter and Shoalhaven regions with an opportunity to promote their innovative capabilities and products.

"One highlight will be the prototype launch of the world-first Unmanned Ocean Vessel (UOV) to be totally powered by renewable wind and solar energy together," Mr Stoner said.

"NSW companies Solar Sailor and Forgacs Engineering are combining their renewable technology and shipbuilding expertise to design, prototype, build and market this new vessel which is expected to be a global game-changer.

"It will provide national governments and other users with an unmanned vessel that can potentially spend an unlimited amount of time at sea using only wind and solar energy.

"This will offer opportunities in a range of potential areas - from coastal surveillance, national security and military applications to scientific, weather and oceanography monitoring."

There has been a lot of press regarding the impact of Australians purchasing on-line, particularly from overseas suppliers, and the erosion of the market for our local retailers.

 Many of those retailers are now recognising that the change in buying habits is permanent and are getting on the bandwagon.

This acceptance of on-line sales has positive implications for sectors of the Australian market, especially for a product that suits an international consumer market.  The costs of transport to main destinations abroad by parcel can be reasonably standardised; and after also ensuring payment is made up-front, and the entry documents (where required) meet the overseas customs requirements; it can be an exciting and lucrative addition to the domestic consumer market.

Of course 1) getting found by an overseas buyer and 2) capturing their interest so that they want to buy, are two key steps that precede the sale.  This involves refining the website so that it receives a high ranking on the main search engines, and for Google, perhaps paying for positioning.  Then having been found, you have a very short time span to capture the attention, interest and desire of a potential buyer once they land on your site.

Structuring a website for domestic and overseas visitors requires some finessing.  Some companies set up separate sites in major markets so that they are perceived as a “local” supplier.  Another check point is ensuring your IP is protected in your key target markets, and equally that you are not infringing someone else’s IP already registered in that market.

You need to succinctly outline your USP….why would someone in say Tokyo buy from you? Having text in Japanese may be a good start. Then outlining the originality/quality/uniqueness of your product in values a Japanese consumer would appreciate. Finally clear pricing and a simple delivery process will be the things that clinch the deal.  Many suppliers include delivery in their pricing, or if not, set out standard costs per region so the buyer knows exactly what they are up for.  Can you include guarantees for delivery, returns, exchange (for clothing sizes) etc that take the risk away for the buyer?

There are some very successful Australian suppliers currently doing very well selling to the global consumer market.  To do it properly though requires focus:  monitoring hits, responding to questions, refreshing information so it is always current.  Your website does become the shop front for your business, open to the world 24/7.

So for all businesses with a consumer focus, you need to actively consider the potential overseas customer. 2012 might be the time to start, or your competitors could be taking your market!

Peter Mace is General Manager of the Australian Institute of Export