Entering the American Market

Published on Wednesday, October 15, 2014
Entering the American Market

Photo credit: Shutterstock

Entering the American market, with its huge opportunities, is a dream many local entrepreneurs carry. For a reason: despite the hardship faced in recent years, our nearest neighbors’ economy still remains the most important worldwide (20% of the global economy). Every minute of every day, goods and services exchanges are worth over $1M.

No wonder a lot of Quebec companies wish to have their share! But however promising it is, the American market can also be extremely intimidating. Here is what you need to know, as well as a few available resources to guide you through your journey.

Doing market research

The first thing to do is to validate whether your product (or service) can be sold in the US. In order to do so, you can start by consulting Trade Data Online, from Industry Canada.

Another good resource: the Website of the Canadian Embassy in Washington, which offers state by state facts sheets on the US-Canada trade, among others.

Being prepared

According to the EDC (Export Development Canada), entrepreneurs wishing to enter the American market should ask themselves the following questions:

  • Does the company have the necessary assets and funds to carry out this project?
  • What are your products or services’ competitive advantages?
  • Will your products or services need to be adapted, or will their packaging have to be modified?

Defining a plan

It is very important to define an export plan, containing at least, but not limited to, the following elements:

  • The list of products and services
  • Necessary modifications, if applicable
  • Advantages and weaknesses
  • Market research conclusions
  • Targeted market and characteristics
  • Marketing strategy
  • Competition and risks
  • Financial strategy

Getting involved locally

Experts all agree to say that market development must be done on location. At this stage, entrepreneurs should contact a TCS branch (Trade Commissioner Service) located in the targeted region. Commercial delegates can provide information on the specific market peculiarities, and even schedule meetings and networking opportunities.

Other resources

A number to remember: Canadian Enterprise Network (1-888-576-4444).

For more information on key sectors as well as each American region, you can view this EDC document: Doing Business in the United States.

 ___________________

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Source: http://www.ic.gc.ca/eic/site/cprp-gepmc.nsf/eng/00064.html.

Author:
Bruno Crispin, Marketing Director, Business Mobility

Bruno Crispin, Marketing Director, Business Mobility

Bruno is passionate about technology, communications and the wireless telecommunications industry. He has over 15 years of experience in business mobility with over 10 years of marketing experience. During the last 15 years, he held various positions in sales operations and business marketing and was also responsible of advanced mobile business solutions partnerships management. He holds a Bachelor’s degree from UQAM’s Department of Political Science and Law where he specialized in international relations. Mr. Crispin was also the Jury President for the technological innovations category of the Québec Entrepreneurship Contest for the last 5 years. In his current role, he is in charge of marketing and commercialization of business mobility products and solutions at Videotron Business Solutions.


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