Growth & Jobs | Tips for aspiring exporters

Shullette Cox, president of the Jamaica Promotions Corporation (JAMPRO), continues to emphasise a growing global demand for Jamaican goods and services. During a panel discussion on exports, held during the final phase of the Ministry of Industry, Investment and Commerce Mico, Small and Medium Enterprises Business Roadshow in Kingston, she urged budding exporters to expand their capacity and readiness to tap into these opportunities.

“People want Jamaican goods and services. Where we have a challenge is, how we deliver those goods and services and finding the companies that have the capacity. So, investment becomes important to that discussion,” highlighted Cox.

Becoming export-ready requires a meticulous assessment of business capacity. Owners must analyse both human resources and operational capabilities to consistently meet timelines. Assessing operational costs and export expenses is vital.

Market research helps to support this assessment, not only in the form of promotional strategies, but also in the profitability of a product or service.

Cox, against this backdrop, advised aspiring exporters to understand their customers through research, emphasising, “Understanding your customers and their preferences is pivotal. Without alignment, your product might not gain traction.”

Dr (Maj Ret’d) Hugh Blake, chief executive officer of Jamaica Trade Board Limited, who also participated in the panel discussion, stated that aspiring exporters must clearly define how they will differentiate themselves within their target markets and be competitive.

“It is important to do proper market research to determine whether your product stands a chance in those markets, develop a sense of how you’re going to enter those markets, what are your entry strategies, and who are the possible partners that you want to engage. Otherwise, it is going to be extremely difficult and requires a tremendous number of resources,” he said.

JAMPRO’s Export Max programme extends guidance to aspiring exporters, providing tailored capacity-building, advocacy, and market penetration support. This aims to position companies advantageously in the market, bolstering not only their prospects, but also enhancing the nation’s economic performance.

Exporters can also access JAMPRO’s export advisory services and be engaged in various information sessions and workshops focused on several subject areas that will help to improve their competitiveness.

Outward missions into a market with suppliers, arrangement of business-to-business matchmaking meetings, and buyer recruitment support services are also facilitated.

Stakeholders are encouraged to contact JAMPRO for more information on the programme, as well as JAMPRO’s wide range of export facilitation services.