Launching a business in the US can be difficult; over the years several large UK companies have tried and failed. The sheer scale of the country can be overwhelming, not to mention that each state has its own rules and culture.
The Guardian Small Business Trade Mission was designed to help 10 small UK firms start exporting to the US by providing expertise and connections.
The trip to Atlanta, Georgia, was practical and inspiring, helping the entrepreneurs overcome specific export challenges and showing them the potential opportunities in one of the world’s largest markets.
The lucky 10 winners of the Guardian Small Business Network competition to find businesses with the potential to succeed in the US were: Montezuma’s chocolates, Joe’s Tea Co, Plastic Castle, Sugru, Bare Conductive, Concoction, Emma J Shipley, Pavegen, Aquaforno and HayMax.
Delegates travelled to Atlanta in March for a packed five days of workshops, talks and meetings with a range of experts. They heard from British business leaders in the US who shared their hard-learned wisdom such as what happens when you don’t adapt your advertising for the American market. “You don’t need subtlety here,” said Gordon McRae, vice-president, JML Direct.
Members of the BritishAmerican Business Group explained the differences in business culture and how practical problems, such as a lack of credit history, can trip up a UK business in the US.
During a series of panel discussions, experts shared their insights into the economy in the south-east of the US, and offered advice on creating a memorable brand. David Butler, vice-president of innovation and entrepreneurship at the Coca-Cola Company, said failing to develop a brand is a common mistake. “Startups focus on their product and how to optimise it, but the storytelling around the product is just as important.”
On the penultimate day, the trade mission visited Technology Square in midtown Atlanta, where the business owners received masterclasses in e-commerce and digital marketing, and quizzed Brad Paulsen, senior director of global sourcing and product development at Home Depot, about ways to impress US retail buyers.
Then it was time to get down to business. Meetings and one-to-ones were set up for the entrepreneurs, tailored to each business’s individual needs and aspirations.
Overall the delegates had new contacts, leads and fresh ideas about how to develop their business and adapt it for the US. Potential deals and partnerships had been discussed, and return visits planned.
“Before the Trade Mission, the idea of exporting to America was like standing in a dark room,” said Tim Rhodes, director of Aquaforno. “But with every talk I heard or contact I made during the trip, it was just like another light coming on.”
The judging process
A shortlist of 20 candidates were selected based on: product innovation and quality; readiness to export; the passion of the business owner; the suitability of the product for the US market; and whether, ultimately, the business had what it takes to succeed in the US.
Nineteen businesses then attended a judging day at the Guardian offices in London where they presented a pitch about why they should be selected for the Trade Mission trip. The judges grilled the shortlist on their business and had a chance to inspect their products. They debated the strengths of the entrants and then selected the 10 winners.
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