Successful business leaders utilize various strategies to grow their companies. A company that has established a solid presence in the U.S. market should consider broadening its reach by exploring the potential of selling their products or services into foreign markets.

Exporting has many overall benefits, but the most obvious benefit is that it can provide a significant source of new revenue. Exporting shouldn’t be considered as a casual, flavor-of-the-month type of initiative. Instead, it must be made a high-level, strategic priority by the company’s top leadership.

Substantial human and financial resources must be allocated as exporting takes a commitment of time and effort for internal activities, assistance from expert service providers and assumes some inherent risks. But the risks involved can be calculated, managed and reduced when astute business leaders tap the expertise available right here in mid-Michigan.

Enter Laura Deierlein, international trade manager for the Michigan Economic Development Corporation (MEDC). Deierlein’s primary function in her new role is straight-forward: Assist Michigan companies to increase exports.

Deierlein brings more than 20 years of international business experience, including her most recent position of 10 years coordinating global logistics activities for one of those big name logistics companies (made famous in a movie with Tom Hanks and a volleyball named Wilson). Prior to that, Deierlein worked for international companies sourcing products from foreign countries and managing global supply chains around the world.

Deierlein helps companies identify potential export markets, develop an export plan that details the steps required to sell and ship a company’s product or service overseas and—most importantly—get paid for it! MEDC may also be able to provide financial support to offset expenses related to exporting into new markets.

MEDC got back into the exporting game in 2011 when they received a grant from the U.S. Small Business Administration (SBA). The State Trade & Export Promotion (STEP) program is a three-year pilot program aimed at doubling U.S. exports in the next few years. MEDC is utilizing SBA funds, matched with state dollars, to provide five international trade managers located around the state assisting Michigan businesses to increase exports. Funding is also being provided to eligible companies to offset export expenses such as international trade shows, trade missions, translating marketing materials and websites, among other qualified activities. Small exporting businesses with less than 500 employees that enroll in STEP can be reimbursed up to $25,000 to help them enter new markets.

In addition to Deierlein’s experiences, she is partnered with other experts from around the state, United States, and the globe. The U.S. Commercial Service is a well-kept secret (www.trade.gov) and has staff throughout Michigan and in 80+ foreign offices. The Commercial Service provides market research, data on culture and politics in specific countries, due diligence and introductions to potential customers, partners and/or distributors.

MSU’s International Business Center also works closely with STEP and assists companies interested in getting into the export game by providing training and research. (www.global.broad.msu.edu/ibc/) Other STEP partners include the Van Andel Global Trade Center in Grand Rapids, Automation Alley in Troy, the Michigan Department of Agriculture and the Northern Michigan Council of Governments.

When not out meeting with client companies around the 19-county Central Michigan Regional Export Network service area, Deierlein has an office at the Lansing Regional Chamber of Commerce (LRCC). However, to make an appointment with Deierlein, companies must first enroll in STEP online at www.michiganadvantage.org/STEP/.

There are multiple opportunities and strategies to grow your business. Exporting can help your company access the 95 percent of consumers in the world that live outside the United States. Many developing countries have a growing middle class with a growing amount of disposable income. Wouldn’t it be great if they could buy your Michigan product or service?

To learn more about the STEP program and connect with Laura Deierlein to increase your company’s exports, visit www.lansingchamber.org/internationl-trade.

		Brent Case is vice president of international business services at the Lansing Regional Chamber of Commerce. In this role, Case works with the Capital Region Airport Authority to increase the amount of global commerce being conducted in the Greater Lansing area.