Christine Esson, UK Manager of Enterprise Ireland. Nov 2013
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Transcript of Christine Esson, UK Manager of Enterprise Ireland. Nov 2013
Christine
Esson UK Manager
Enterprise Ireland
Looking for New Markets
The UK Experience
Bank of Ireland
Christine Esson
15th November 2013
UK Manager
Enterprise Ireland
Our primary objective is to:
Who we work with…
Entrepreneurs starting companies with an ability to compete in
world markets
Ambitious co’s with the ability to scale & achieve significant
success
Manufacturing & Internationally Traded services companies
employing ten or more
Irish-based food and natural resource
companies that are overseas owned or controlled
High Potential Start-up’s
Scaling
Established SME’s Multinationals
Potential Exporters
Established SME’s currently focussed on the
domestic market who have the ambition to
export
Developing links with Irish enterprise, MNCs to support
research collaboration, commercialisation of publicly
funded research, and access to FP7, ESA
Research Community
We work with clients in 5 core areas:
Building leadership and management capability
Entrepreneurship
Exports and Market Intelligence
Competitiveness
Innovation
Why UK? • Not an Extension of Home Market
• Competitive Market
• Business Culture & Practices
• Common Language
• Similar Legal Framework
Why UK? • For every €10 of Irish Exports; €4 comes from
exports to UK
• In 2012 Irish Exports Increased by €1bn; €452m came from UK growth
• 178 HPSU clients in 2012 ABR said UK priority mkt
UK Market – our 3 Year Objective • To support & influence employment
generating growth of non-food exports from Enterprise Ireland client companies into the UK, from €2.75 billion in 2011 to €3.4 billion by 2016
• Work with Key Sectors & New Market Entrants
EI UK Focus – Key Sectors • Engineering, Electronics and Cleantech
• Agricultural Machinery / Automotive / Aerospace • Distribution channels for Electronics clients • Energy Efficiency and renewables
• Construction • Prime Residential & Hotel • Precast Concrete Manufacture – across sectors • Timber – Across sectors • BIM
• Technology, Software and Services • Enterprise Solutions / Marketing services • Digital Content
• Financial Services & Business Process outsourcing • Insurance • In Market Sales & Marketing Support for BPO
Why we focus on New Market Entrants
• Circa 98 new Irish companies have set up per year in the UK for the last 5 years (ABR 2011 review)
• ABR 2012 – 178 HPSU clients note UK as Export Destination
• 95 HPSU Investments to be completed 2013
What Exporting companies need to Consider
Ambition, Passion, Vision, Commitment
• Total clarity of ambition – what are your BHAGs? • Do you regularly talk to your team about growth
measured in t/o, market share, people, customer wins? • Passionate about solving customers problems? • Focused on international growth because you want to or
because you have to?
Understand the market and its complexities.
Break down market into manageable chunks & focus on their needs and how you can best serve them.
Much harder & longer to get first sale than we expected.
Tracking Progress – its all about measuring the data: the devil is in the detail.
You won’t know what’s happening in the market unless you have feet on the ground
Client feedback:
• UK and Irish markets seen as similar but enough differences to require time and money resources being directed at;
• Validating company’s proposed UK opportunity through in-depth market research
• Use market research to differentiate the company’s market offering • Establish UK team - market and sell the company’s differentiated product • Manage partnerships • Manage Online and Offline presence • Walk away from bad business, finances are key • Commit long-term, success unlikely to come overnight
www.enterprise-ireland.com
@EI_TheUK