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University of Salford, Manchester

The Export Masterclass

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The IMF have predicted that 90% of global growth will come from outside the EU over the next 10-15 years. This provides an enormous opportunity for ambitious british businesses who are looking to expand.

The Export Masterclass will help you to plan and build a sustainable business in overseas markets.

Whether you have begun your exporting journey already, or are exploring the feasibility of exporting, you can expect the programme to challenge your thinking. However, it is not just about thinking – it is about getting out into markets and taking up opportunities. This bootcamp is a launchpad. It will focus on why you want to export, the opportunities risks and barriers, and how you can develop a proposition or series of propositions which will provide the foundation for your future success.


This programme will support your understanding of the critical requirements of successful exporting and cover the following areas through an engaging mix of diagnostic tools (export capability survey), group discussion, teaching and video bursts. You will learn:

  • Effective market and opportunity research
  • How to build a meaningful proposition for international trade
  • How to develop business resilince
  • Considerations in international strategy and planning
  • Action planning for implementing a successful international plan
  • How to gain organisational buy-in
  • A deeper understanding of international customers
  • Reimbursement and contract considerations
  • The technical aspects of getting deals done
  • How to measure and monitor success
  • This programme will be delivered by Emma Sheldon, an experienced exporter, with cross sector knowledge.


Pre course: Completion of Export Diagnostic (ExD)

Day 1: Critical success factors of exporting

  • Exploring the ‘Critical Success Factors’ for exporting
  • Why export? The business case for exporting
  • Your organisation and international trade: The barriers and risks
  • Getting to grips with your proposition
  • Export capability analysis and task
  • Within day 1 you will have the opportunity to use our Export Capability Survey, and will provide room for group discussion and activities.

Day 2: Market analysis and planning

  • International market analysis
  • Researching your market
  • Identify priority markets for your organisation
  • Case studies of organisations and their experience of exporting
  • Customer value, competitors and your proposition
  • Masterclass in consultative selling
  • Masterclass in strategic planning
  • Doing business in other cultural settings

Within day 2 you will look at different tools, techniques and frameworks as well as a takeaway template for international trade strategy.

Day 3: Delivering a robust export strategy

  • Business resilience within your strategy
  • Considering contract, legal, regulatory and IP issues
  • Cultural considerations
  • Conduct a business simulation on exporting
  • Review of the export strategy readiness
  • Creation of an export plan
  • Communication of international proposition (offline and online)

By the end of day 3 delegates will be able to clearly define their export strategy and how this can be communicated effectively. You will also be able to explain the rationale for your decisions which will include market analysis

Learning Outcomes

As a result of attending delegates will be able to:

  • Identify the factors and elements which should be included in an internationals strategy and associated operational plans
  • Learn how to create vision, mission and strategic signalling methodology that is right for your organisation
  • Clearly articulate your vision and ambitions into a clear strategy with actionable outputs and clearly defined responsibilities and resourcing plans
  • Understand the theory, models and frameworks to improve your export strategy
  • Assess your organisation against critical elements to provide a gap analysis and allow focus on key points of learning
  • Consider business resilience when trading internationally
  • Understand the key cultural considerations when communicating your export strategy
  • Communicate your proposition effectively (online and offline)


Emma received her MBE for exporting in 2017. She completed a management buyout of a healthcare business in 2015 where she created the international strategy for exporting their products and services overseas, she has mentored healthcare and technology businesses to support their growth, in home ...
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