Exporting

- The ancient Greeks were amazing marketers.…About 3,000 years ago,…they had the dominant market share…when it came to wine and olive oil.…They produced more…than they could possibly consume in a given year…so they figured out how to export their bountiful yields.…I'm sure there's a historian that might see it differently,…but I like to give the Greeks some marketing credit.…Over time, they realized they could make the wine…appear more valuable by exporting it…in elaborate vases.…They invented the souvenir cup.…As you are thinking about options to expand your business…outside of your home market,…one of the strategies to consider is exporting.…

At its core, the exporting model…is one that places the lowest burden on your organization,…usually requires the least amount of cash…and can be the fastest method to get you into a new market.…However, there are some trade-offs.…When you go with exporting as your strategy,…essentially what you do…is take product out of your facility,…sell it to a second partner…and then give up control on what happens next.…