Taking your business global? Make sure you have this in place

'There are significant opportunities out there. At the same time, entering a new market takes a lot of work. A new market will be different and often larger than the Norwegian market. We know a great deal about what a company needs to have in place to be ready and give itself a good chance of success,' says Tonje Igesund Nelson.

She leads our 12 internationalisation advisers, based across Norway. All exports start at home – and every day, they help Norwegian companies looking to expand internationally.

'Companies are experts in their field, while we are experts in the internationalisation process. We can draw on experience from a wide range of companies and have seen what works. This allows us to identify blind spots that companies may not have considered and introduce them to the right people.'

Nelson points out that an internationalisation advisor acts in many ways as a facilitator – or a hub – connecting your company with our overseas offices and other experts across our organisation, such as our IPR advisors and export advisors. Another important part of the role is helping you navigate the many funding opportunities available through us and the commercial market, including banks, Eksfin and credit institutions.

'We connect them with the right resource at the right time and make them aware of the tools available. It is a dream job. We meet so many interesting people and companies, and we get to support them on their journey and follow their progress over time,' she says.

She emphasises that one of our key goals is to minimise the risks companies face when expanding internationally.

- We are an impartial partner with your company’s best interests at heart. We have no interest in steering you in one direction or another, and we are bound by confidentiality.

Helping Norwegian companies succeed internationally is a key part of our mission, Nelson emphasises. Many capable Norwegian companies can help solve global challenges.

When we meet a new company, we always start by assessing where it stands and exploring what it needs.

- We want to find out how much they know about the market they plan to enter and its customers. We use the Lean Market Development methodology to structure the different stages. An internationalisation process is never entirely linear, but the methodology provides a useful framework.

Take the online course: International market development – a course on exporting to new markets.

Once your company has made progress and identified the most relevant market, our internationalisation advisers will connect you with our office in that country. We are present in more than 20 countries, where our advisers have specialist knowledge of the local market and business culture, which can differ significantly from Norway. Even in Sweden, our closest export market and neighbouring country, you will notice a slightly different culture around meetings and negotiations.

Our international offices can help your business with

• tailored market advisory
• market analysis and market insights
• introduction to relevant business partners
• open doors to other relevant organisations

Read more about our offices abroad

Our internationalisation advisors also recommend taking the free courses available through our Competence Centre in advance.

- You pay for our market advisory services abroad. In Norway, we help you prepare and refine your enquiries before introducing you to our advisors at our international offices.

Every month, our internationalisation advisers also run a workshop on international market development. Selected companies receive help to assess whether expanding internationally could be profitable and what they need to succeed.

Over four digital half-day sessions, we guide the companies through the four phases of Lean Market Development, which enables faster growth with lower risk. The first two phases focus on identifying the right market, then finding early adopters and testing the market. The third phase focuses on developing and operationalising the business model, followed by the growth phase.

'The companies will be doing the work, while we challenge them along the way and offer input based on our knowledge and experience,' says Erle Hauso, internationalisation adviser in Rogaland and workshop facilitator.

Throughout the workshop, you will work together to tackle tasks related to the topics, with a particular focus on export strategy and market access. You will also have the opportunity to test your ideas and receive feedback. By the end of the workshop, you will have an international growth strategy and a realistic action plan for the way forward.

- When there is a world of opportunity, it is important to stay focused. Having a proven method to rely on can help. The workshop helps companies structure their efforts more effectively, so they can accelerate their international expansion.

The companies often speak openly and honestly about the challenges they face and how they have overcome them.

'It is valuable and inspiring for participants to meet others in the same boat and learn from one another,' says Hauso.

Our internationalisation advisers can also help companies with growth potential access several other tools, such as the market visit programme Trade Mission. They also recommend Export promotion – grants for participating in international trade fairs.

Have you identified potential customers? Do you know who your competitors are and how you can stand out from them? Have you adapted your business model to the market in question? Have you found the partners you need?

Does your product comply with the regulations in your target market? Do you have customer service in place? Do you have a marketing plan and budget? Have you established a sound revenue and payment model?

Have you increased capacity sufficiently and adapted production? Do you have the necessary infrastructure and sufficient capital to scale up? Do you have the necessary expertise and personnel in place? Have you established an international organisation?

Have you established your distribution chain? Do you have insurance and export documents in place? Do you have the necessary legal contracts? Have you secured export financing?

This checklist is based on the course 'Your starting point for exports'. Take the free course here!

Trysil Road Marking Machines, formerly known as Trysil Maskin, is one of the many companies our internationalisation advisers have helped.

The company is Norway's only manufacturer of road marking machines and already exports to several countries. With its new name, the company aims to increase international sales. This requires competence building and access to agents or local partners, which we provide through close support throughout the export process.

'With support from Innovation Norway, we successfully broke into the UK market. They have supported every stage of development for our innovative Trafficprinter since we launched the prototype in 2012, and we are now ready for global markets,' says Jon Kjetil Jutulstad, CEO of Trysil RMM. 

Read the customer story about Trysil Road Marking Machines: Road marking for the global market

The long-established Gudbrandsdalens Uldvarefabrik has received valuable support in strengthening its international position. Highlighting the company’s sustainability efforts has been an important part of this strategic work. Karen Lauvålien, Sales and Marketing Manager at Gudbrandsdalens Uldvarefabrik, explains:

- Our challenge has been to bring together all the insights and data and 'translate' them into language that both our employees and customers can understand. Innovation Norway has helped us connect the dots and create a foundation that now makes it easier for us to communicate how we work and what we need as we continue to develop a communication strategy around this.

Read the customer story about Gudbrandsdalens Uldvarefabrik: Norwegian wool fabrics are in demand worldwide

Kristiansund-based Norseye, which provides offshore safety solutions, has also received international advisory from us. This prompted the company to change its name and adopt an even more customer- and solution-focused positioning and brand strategy.

'We have received help to clarify who we want to be and for whom, and what position we want to take in the market. These are crucial questions, because without the answers, you cannot take the next step in sales and marketing,' says Merethe Thomassen, Head of Communications and Marketing.

She continues:

- This support has been absolutely crucial, as much of this is uncharted territory for a small company finding its feet internationally. Our internationalisation adviser has explained it in a simple and relevant way, using relatable examples.

Read Norseye's customer story: Ready for the world's oceans with a new name