ExportNY helps companies tap international markets

The International Trade Administration recently reported U.S. export statistics for 2013. According to the state export fact sheet, the metro areas of Syracuse and Utica–Rome were responsible for more than $2.5 billion in merchandise exports. New York’s top-five export markets were Canada, Switzerland, Hong Kong, Israel, and China. Of the 41,000 exporting companies from New York state, 94 percent were small to medium-sized businesses with fewer than 500 employees. 

A world of opportunity is out there if you know how and where to fulfill your company’s potential for success on an international scale. But, how can you get there from here? As a small or mid-sized business, your resources may not span the globe. Yet, if you had access to the international marketing expertise and training you need, your company could become a successful and profitable competitor in the global marketplace. 

ExportNY, a four-month international business-development program, held its inaugural class back in 1998. Dr. Peter Koveos of the Whitman School, Carolyn May (then of National Grid), and Bob Trachtenberg (recently retired president of the Central New York Technology Development Organization), along with educators from SUNY Buffalo, SUNY Albany, and Michigan State, collaborated to develop the comprehensive syllabus that is still used today. 

The research that led to ExportNY was funded in part by a Department of Education grant awarded to Syracuse University in 1996. The fact that many federal and state programs around the country have modeled their own export education programs on ExportNY’s program is a testimony to the quality of the curriculum. Add to that the 120 or so companies in New York that have graduated from the program, and that it received national recognition in 2002 as the “NASBITE: Outstanding International Trade Education Program,” and you have a compelling story. 

ExportNY is designed for executives responsible for their company’s international marketing, finance, and operations. It helps participants determine which international markets are attractive, prioritize efforts, develop strategies to penetrate each market, and tackle the legal, cultural, logistical, and regulatory issues of doing business abroad. The program takes a strategic approach to developing a global business plan and gives companies classroom training, market research, tools and resources in a stimulating, interactive and supportive environment. ExportNY provides Syracuse University interns help with research and implementation efforts under the guidance of the participant and program staff. Participants spend two days per month in program sessions. Between sessions they work on developing and executing their plan. By the end of this fast-paced program, businesses are on their way to expanding their markets. 

Many of Central New York’s successful exporters have incorporated the ExportNY sessions into their ongoing professional development and training for their employees. Participants are encouraged to send two or three participants from different business groups within the organization. Even seasoned exporters have reported that the program was worthwhile, helping them to discover new markets and develop new marketing channels. 

To find out more about the next ExportNY class starting in September, contact Sue Kuhns of the CNY Technology Development Organization at skuhns@tdo.org or Steven King of the CNY International Business Alliance at sking@cnyiba.net.   

John Tracy is a senior international trade specialist with the U.S. Commercial Service in Syracuse. With offices in 108 U.S. cities and U.S. embassies and consulates in more than 70 countries, the U.S. Commercial Service connects U.S. companies with international buyers. For more information, visit www.export.gov/NewYork