sba export business planner

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The U.S. Small Business Administration (SBA) has created a hands-on exporting preparation guide and innovative tool called the Export Business Planner . It is designed to serve as a roadmap for creating an export business plan, exploring foreign markets and financing, developing a marketing plan, and more. But unlike a traditional printed manual, this Planner is a “living document”, ready to be customized and continually updated by you. The document can be updated and referenced time and again as your export business grows. If you have a successful product or service, you may be able to increase sales and profit by following your plan.

Export planning entails a fair amount of research. But with the Planner , there’s no need to remember and/or compile these resources yourself – they are all embedded in appropriate topical locations.  As such, you are given a “head start” on conducting export research, as the step of finding the best sources of further information has already been done for you. All you need to do is complete the worksheets and then save them – and your Export Business Plan will be underway.

The Export Business Planner is a downloadable tool to save and customize:

• How to determine your export readiness
• Training and counseling information
• Worksheets for global market research
• Financing information and options
• Customizable export business plan and marketing plan templates
• Helpful resources for exporters
• Glossary of Export terms

If you are looking for more information on financing options for your exports and how export credit insurance can help your business mitigate risk and increase competitiveness, the Export-Import Bank of the U.S. has trade finance specialists located in your area that you can speak to. To get a FREE consultation, click below:  

Get Ready to Export: My Export Plan My Export Plan

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Developing an Export Plan

The purpose of an export plan is to assemble facts, constraints, and goals, and to create an action statement that takes these elements into account. The plan includes specific objectives, sets forth time schedules for implementation, and marks milestones so that the degree of success can be measured and can motivate personnel.  

Export Plan Tips

• The first time an exporting business plan is developed, it should be kept simple. It need be only a few pages long because important market data and planning elements may not yet be available. The initial planning effort itself gradually generates more information and insight. As you learn more about exporting and your company’s competitive position, the export plan will become more detailed and complete.
• Your plan should be written and viewed as a flexible management tool, not as a static document. Plan objectives should be compared with actual results to measure the success of different strategies. Don’t hesitate to modify and make the plan more specific as additional information and experience are gained. 
• A detailed plan is recommended for companies that intend to export directly, meaning selling to an end-user in another country. If your company chooses indirect export methods or sells via your or a third party’s website, you may use much simpler plans.                                                                                                

The Value of an Export Plan

• Written plans give a clear understanding of specific steps that need to be taken and help assure a commitment to exporting over the longer term.
• Only about a third of small -and medium-sized U.S. manufacturers have a written plan. Absent a plan, your business may overlook much better opportunities. In addition, reactive exporters may quickly give up on selling to international customers, concluding prematurely that it’s not worth the effort, or that it’s easier to serve customers closer to home even if that base may not grow, and could even shrink in the future. 
• Remember that while 59 percent of all U.S. exporters export to only a single market (predominantly Canada), many small exporters sell to more countries than they have employees, and these sales account for a growing percentage of total sales. These mini-multinationals are becoming more common, and your company can be one of them.

Length of the Export Plan

Product or service.

• What need does my product or service fill in the global marketplace?
• What modifications, if any, must be made to adapt my product for export markets?
• Do I need special licenses or certificates from the U.S. or the buyer’s government?
• Do I need to modify packaging or labeling?

Pricing Considerations

• What is the cost to get my product to market (freight, duties, taxes and other costs)?
• Given an estimate of the shipping costs, what is my pricing strategy?
• What, if anything, do I need to protect my intellectual property?
• What modifications, if any, should I make to my website for marketing purposes?        
• Should I sell on third party eCommerce platforms?
• What kinds of social media should I use to build awareness?
• Should I attend a trade show where international buyers are present?

Management Issues

• Are the reasons for pursuing export markets solid objectives (such as increasing sales volume or developing a broader customer base), or more frivolous (for example, the owner wants an excuse to travel)?
• How committed is top management to exporting? Is exporting viewed as a quick fix for slumping domestic sales? Will export customers be neglected if domestic sales pick up?
• What are the expectations? How quickly does management expect export operations to become self-sustaining? What level of return on investment is expected?
• With which countries has business already been conducted, or inquiries already received?
• Which product lines are talked about the most?
• Are domestic customers buying the product for sale or shipment overseas? If so, where?
• Is the trend of sales and inquiries up or down?
• Who are the main domestic and foreign competitors?
• What are some lessons learned from past export experiences?

Management and Personnel

• What in-house international expertise does the company have (international sales experience, language capabilities, etc.)?
• Who will be responsible for the export department’s organization and staff?
• How much senior management time should/could be allocated?
• What organizational structure is required to ensure export sales are adequately serviced?
• Who will follow through after the planning has been done?  

Production Capacity

• How is the present capacity being used?
• Will filling export orders hurt domestic sales?
• What about the cost of additional production?
• Are there fluctuations in the annual workload? When? Why?
• What minimum-order quantity is required?
• What is required to design and package products specifically for export?

Financial Capacity

• What amount of capital can be committed to export production and marketing?
• What level of operating costs can be supported by the export department?
• How are initial expenses of export efforts to be allocated?
• What other new development plans might compete with export plans?
• By what date must an export effort pay for itself?
• Do you qualify for any type of export financing?

Sample Outline of an Export Plan

Part i: export policy commitment statement   , part ii: situation or background analysis.

• Product/Service for Export
• Export License (if needed)
• Personal Export Organization
• Products/Services to be Exported
• Products that Qualify Under FTAs
• Resources Outside the Company
• Industry Structure, Competition, Demand Operations
• Export Control Compliance
• Product Classifications
• Resources Inside the Company

​ ​ Part III: Marketing Component

• ​ Identifying, Evaluating, and Selecting Markets
• Product Selection and Pricing
• Distribution Methods                                           
• Internal Organization and Procedures
• Sales Goals (Profit and Loss Forecasts)              
• Terms and Conditions
• Pricing with Consideration of Duties, Taxes  
• Freight Costs, and Logistics Included 

Part IV: Tactics—Action Steps

• Primary Target Countries
• Indirect Marketing Efforts
• Quarterly Accomplishments
• Secondary Target Countries 

​ Part V: Export Budget

• Pro-forma Financial Statements    
• Marketing Materials
• Travel      
• Website Enhancements
• Trade Show Visits
• Other Costs

​ Part VI: Implementation Schedule

• Periodic Operational and Management Review (Measuring Results against the Plan)

Addenda: Background Data on Target

• Basic Market Statistics (Historical and Projected)
• Background Facts
• Competitive Environment
• If your business is just getting started, contact your nearest Small Business Development Center (SBDC ) or Score representative for help in developing an overall business plan.
• If you are an established firm with a record of domestic or overseas sales and are looking to export, your local U.S. Commercial Service office can assist.
• Country Commercial Guides provide the latest market intelligence on more than 140 countries from U.S. embassies worldwide.
• A Basic Guide to Exporting provides a roadmap for developing an export plan. See Chapter 2: Developing an Export Strategy.

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The SBA now offers the  Export Business Planner , a free, customizable tool for small business owners considering exporting. The planner lets you work through the critical processes of export readiness and planning using an easily accessible document that can be updated and referenced often, as your export business grows. If you have a successful product or service, you may be able to increase sales and profit by going international.

Downloading is easy. The  Export Business Planner  is in PDF format. To view, save and print it, you will need the most current version of Adobe Reader, which may be downloaded free from the  Adobe website . (If you have Adobe Acrobat version 9 or later on your computer, you won’t need the free Reader.) For your copy, go to  https://www.sba.gov/sites/default/files/SBA%20Export%20Business%20Planner.pdf

Copyright © 2024 SCORE Association, SCORE.org

Funded, in part, through a Cooperative Agreement with the U.S. Small Business Administration. All opinions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.

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Start » strategy, a complete guide to small business exporting.

Exporting overseas is challenging but rewarding for small businesses.

Small- and medium-sized enterprises (SMEs) accounted for $460 billion of the known export value in 2019. Yet, e-commerce skyrocketed in 2020, providing more chances for international sales. Global growth offers many benefits. It could even give a lifeline to small businesses in rural areas.

But selling products globally isn't without risk. It requires research and a plan. Below are answers to the top questions U.S. small business owners ask about exporting. Plus, you'll find an array of resources to help you sell and ship around the world.

What are the benefits of exporting for small businesses?

The U.S. Small Business Administration (SBA) says, “Two-thirds of the world’s purchasing power is in foreign countries.” International trade helps small businesses access new markets and consumers.

U.S. exporters, on average, grow faster than non-exporting businesses. They also benefit from market diversity. Indeed, investing in foreign markets may reduce dependence on the U.S. economy or any single region.

Exporting goods and services give small businesses several benefits:

• Expand your customer base: The United States represents only 4% of the world population. Targeting international markets helps companies access the other 96%.
• Reduce risk to your company: Broad geographic reach insulates small companies during an economic downturn, political unrest or natural disasters.
• Build resilience: Small businesses that export are “ 8.5% less likely to go out of business than non-exporting companies.”
• Increase profits: Exporting is a crucial part of any company's growth strategy. It boosts revenue and creates jobs.
• Extend product life cycles: Companies time product rollouts to increase their life cycles—launch, growth, maturity and decline.
• Decrease production costs: Growing businesses order higher quantities of materials and supplies, leading to cost reductions.

Are there risks when exporting internationally?

Global expansion isn't without its challenges. Regulations, freight networks and other factors expose small business owners to risk. Moreover, tariffs and logistics delays worry entrepreneurs. Other barriers encountered by small businesses include:

• Developing a tech stack that supports customers and payments across the world.
• Adjusting to cultural differences and language barriers.
• Securing financing for exporting worldwide.
• Estimating transportation and shipping costs.
• Navigating problems with global freight networks.
• Adhering to local and international laws.
• Complying with trade agreements and regulations.
• Finding foreign partners to address local commerce issues.
• Learning how to advertise and market internationally .
• Staying abreast of international disruptions.
• Understanding individual markets and demographics.

What goods or services should I export?

Many countries allow U.S. small businesses to export most goods and services. But there are exceptions. Certain regions may limit or prohibit sales. Others aren't financially workable. However, almost “40% of the known export value of SME exporters” stems from merchant wholesalers selling durable and nondurable goods, according to the U.S. Census Bureau .

Before choosing products to export:

• Read through U.S. business export regulations on the International Trade Administration's (ITA) site. Doing so will give you an idea of the rules and methods involved.
• Contact the U.S. Department of Commerce's Bureau of Industry and Security to see if your small business needs an export license.
• Learn about your intellectual property (IP) rights when exporting to foreign countries on STOPfakes.gov .
• Perform international market research at Export.gov to determine market viability.
• Use the SBA’s Trade Tools for International Sales to develop an export plan, including product selection.

What country or countries should I export to?

Certain areas have greater trade or market-related barriers, and picking the right market can make the difference between exporting success or failure. An estimated 45% of American SMEs do business in 11 or more countries. Nearly 13% export to six to 10 and just over 19% sell goods and services in two to five countries.

Start your search by using the U.S. Census Bureau's interactive Global Market Finder . Next, explore the ITA's Country Commercial Guides . Here, you can learn about business customs and market conditions.

Often, small businesses begin with international markets covered under Free Trade Agreements (FTAs). There are 14 FTAs comprising 20 countries, including Australia, Mexico, Canada and Singapore. Exporting to countries that fall under U.S. trade agreements may reduce business export barriers and costs. Accordingly, in 2019, 43% of U.S. exports went to Mexico, Canada, the United Kingdom and Japan.

Once you put in the work, nearly any small business can be competitive overseas.

How can a small business reach foreign consumers?

Pre-pandemic, "average monthly online sales represented 37% of total revenue," according to American Express . By February 2021, this number rose to 57%. Thanks to the internet, a U.S. small business has many ways to connect with people worldwide. Large marketplaces, such as eBay, Etsy and Amazon, also offer U.S. trade opportunities.

Increase export sales by using free and low-cost services, such as:

• The Single Company Promotion (SCP): The SCP helps U.S.-based small businesses increase brand awareness through a promotional event.
• Think with Google: Use Google’s free tool to discover potential markets and get tailored recommendations.
• Trade specialist: Find your local U.S. Commercial Service office or U.S. Export Assistance Center for help selling online to overseas customers.
• Website Globalization Review (WGR): Use the WGR Gap Analysis service to assess your e-commerce channels and improve search engine optimization (SEO).
• State Trade Expansion Program (STEP): Leverage STEP to access website assistance, design marketing campaigns and explore foreign trade shows.

Can small- and medium-sized companies get export financing?

U.S. banks are wary about lending to exporters, but the Small Business Association offers several export loan programs . Your local SBA Export Finance Manager or the SBA's Office of International Trade can go over your options and help you take advantage of resources, which may include:

• Export Express loans, which may be approved in about 36 hours for up to $500,000.
• Export Working Capital loans, which take roughly five to 10 days for up to $5 million.
• International Trade Loans, which provide access to up to $5 million for fixed assets, working capital financing and debt refinancing.

How will I ship my product overseas?

Shipping and logistics can be simple for some entrepreneurs. The U.S. Postal Service or third-party shippers such as DHL or FedEx provide shipping tools and resources. But certain exporters may need extra support.

Federal agencies provide information about the international shipping process. Details may include shipping options, export documentation protocols and insurance. Since shipping costs can eat away at your profits, small businesses should compare figures and price products accordingly.

Can a small business be competitive overseas?

Once you put in the work, nearly any small business can be competitive overseas. However, success depends on your strategy and market choice. Furthermore, picking the right mix of technologies is essential.

An estimated 66% of small business owners believe technology can help subdue the top three barriers to exporting, according to a report by Google and the U.S. Chamber of Commerce. Digital tools assist with:

• Communications challenges.
• Finance and payment collection.
• Tariffs and customs issues.

Sell your product and service around the world

International trade could be the key to overcoming challenges in today's economy. Moreover, it could help small businesses that live outside major cities. In fact, exports increased 5.6% during the first quarter of 2021. Almost 98% of exporters are small- to medium-sized companies, so selling goods and services worldwide is an excellent way to create a sustainable business model.

Take advantage of support from your local SBA office and invest in digital technology to access international consumers and markets.

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How To Create An Export Business Plan

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By Lisa Wirthman

Exporting can create a whole new playing field of opportunity for small businesses. Nearly 96 percent of consumers live outside the U.S. and two-thirds of global purchasing power is in foreign countries, according to  the U.S. Small Business Administration (SBA) . Yet fewer than 2 percent of U.S. businesses export.

It’s not that exporting is hard as much as it is intimidating, said the National Federation of Independent Business (NFIB) . To get past that hurdle, small businesses need an export business plan to evaluate their export readiness, goals and commitment levels.

Ready, Set, Export

A business that's ready to export should be successful in its domestic operations, sensitive to cultural differences in doing business, and willing to commit the necessary time, staff, and financial resources to achieve long-term goals, according to the SBA's downloadable planner .

A plan should also identify exporting pros and cons: Common benefits are increased sales and profits and reduced dependence on existing markets. Trade-offs can include modifying products and acquiring additional financing.

Explore the Globe

A strong export business plan requires market research to identify which global markets hold the most potential for your company’s product or service. Trade statistics can help identify which countries import which products.

Market research can also help identify sources of competition, channels of distribution, cultural norms, and government regulations. The U.S. government’s Market Research Library provides updated information on international markets.

Select a Target

Explore both large, fast-growing markets and smaller emerging markets, says the SBA. New exporters often choose too many markets at first — target no more than three foreign markets to start.

Canada and Mexico are geographically close to the U.S. and can be good first-time choices,  according to the SBA’s planner. Working in countries that have free trade agreements with the U.S. also has advantages for small businesses.

The SBA recommends testing one market first, and developing expertise before moving on to other markets. Focusing on countries in one geographic region can also be more cost-effective.

Find Friendly Financing

Like any good business plan, an export plan should include financing options. The U.S. government offers export-financing assistance in response to President Obama’s 2010 National Export Initiative.

The SBA, for example, offers three types of aid. Its Export Express Program offers financing up to $500,000, while its Export Working Capital Program (EWCP) provides advances for up to $5 million to fund export transactions. The SBA’s International Trade Loan Program provides a combination of fixed assets, working capital financing and debt refinancing. Small businesses can also find export financing through the Working Capital Guarantee Program  from the  Export-Import Bank of the United States . Businesses can receive loans made by commercial lenders that are backed by the Export-Import Bank’s guarantee.

A good export business plan can help small companies begin thinking big.

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You may think your business is small, but with the help of these four international trade resources, you could have an international presence.

According to the Small Business Administration, nearly 96% of the world’s consumers live outside of the United States, and two-thirds of the world’s purchasing power is in countries other than the U.S. In other words, if you’re not yet exporting, you’re potentially missing out on a lot. Even if you’re not sure where to start–or do know, but need some more guidance–fear not: Your business may be small by definition, but with the help of these resources, you can be well on the way to international success.

Export.gov pulls together resources from across the U.S. Government to assist American businesses in planning their international sales strategies and succeed in today’s global marketplace.

About Export.gov

• General Information About Export.gov and Its Services
• Trade Promotion Coordinating Committee (TPCC)
• Trade Information Center (TIC)
• Trade Agreements Negotiations and Compliance (TANC)
• China Business Information Center (ChinaBIC)

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• General Information on Export Basics
• Documents and Paperwork
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• Regulations and Standards
• Trade Problems

Foods and Agricultural Products

• General Information on Foods and Agricultural Products
• Country Data and Information

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• General Information on Free Trade Agreements
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• CAFTA-DR : Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras and Nicaragua

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• General Information on International Finance

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• General Information on International Logistics
• Incoterms 2010
• Schedule B and HS Numbers
• Personal Shipments and Gifts

Licenses & Regulations

• General Information on Regulations and Licensing
• General Information on Export Requirements and Documentation
• Foreign Standards and Certification Information
• Packaging and Recycling Laws
• International Electricity Regulation
• Export Legal Assistance
• Other Legal Resources
• Legal Disputes
• Alternative Dispute Resolution (ADR)
• Trade Disputes

Trade Problems and Foreign Trade Barriers

• General Information on Trade Problems and Foreign Trade Barriers
• Foreign Trade Barriers

 USTDA Consultant Database

The U.S. Trade and Development Agency (USTDA) maintains a database of companies and individuals who provide fee-based consulting services to small businesses interested in importing and exporting. Best of all: Almost all contracts with USTDA are reserved for small businesses, specifically small businesses dedicated to technical experts qualified in the areas of energy and power; project finance; health; manufacturing; mining; natural resources; telecommunications and information technology; transportation; and water and the environment.

Export Assistance Centers

There are assistance centers across the United States that were set up exclusively to help small businesses  with exporting topics. United States Exporting Assistance Centers (USEACs) are staffed by professionals from the SBA, the U.S. Department of Commerce, the U.S. Export-Import Bank and other public and private organizations. USEACs can help you understand the global marketplace and get you organized to join in and succeed. Some USEACs also have SBA representatives who are available to help you with your SBA export financing needs .

Export Business Planner

The  SBA Export Business Planner (PDF) is a downloadable tool that provides you with an introduction to exporting and helps you determine your export readiness. It then walks you through training and counseling information; marketing plan and financial materials; transportation and documentation details and more. The Planner also provides practical worksheets, templates and forms, in addition to a glossary of industry terms and even more helpful resources.

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Gain information quickly on all facets of international trade, including incoterms, foreign exchange risk, importing, exporting, and supply chain management. These instructional videos will raise major points of consideration before you can expand your business across domestic borders.

U.S. Commercial Service

The U.S. Commercial Service is the trade promotion arm of the U.S. Department of Commerce’s International Trade Administration. U.S. Commercial Service trade professionals in over 100 U.S. cities and in more than 75 countries help U.S. companies get started in exporting or increase sales to new global markets.

US Commerce Service: Export.gov

The U.S. Commercial Service is the lead trade promotion agency of the U.S. government. U.S. Commercial Service trade professionals in over 100 U.S. cities and more than 75 countries help U.S. companies get started in exporting or increase sales to new global markets. Los Angeles has two Export Assistance Centers: one in Downtown Los Angeles and a second in West Los Angeles .

Helps U.S. businesses participate in the global marketplace with information on trade events, tariffs and export counseling assistance. Checkout the site for information on training, research reports and more.

Southern California District Export Council

The Southern California District Export Council (DEC) includes leaders from the local business community, appointed by successive U.S. Secretaries of Commerce, whose knowledge of international business provides a source of professional advice for local firms.

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Basic Guide to Exporting

This informational guide is full of information that will benefit both beginners and experienced professionals whom are looking to establish and/or grow their business in international markets.

Importing Into the U.S.

Importing into the U.S.

This edition of Importing Into the United States contains material pursuant to the Trade Act of 2002 and the Customs Modernization Act (Title VI of the North American Free Trade Agreement Implementation Act), commonly referred to as the Mod Act.  Importing into the U.S.  provides wide-ranging information about the importing process and import requirements.

Quickstart Guide to International Business

Discussed in this guide are elements critical to internal trade (i.e. products/services, contracts, logistics, liabilities, and government regulations) and how they interrelate in an internal business transaction.

SBA Export Business Planner

This innovative tool is designed to serve as your roadmap for creating your Export Business Plan, exploring foreign markets, developing a Marketing Plan, exploring financing, costing your product, and more. But unlike a traditional printed manual, this Planner is a “living” document, ready to be customized and continually updated by you.

Trade Finance Guide

Trade Finance Guide: A Quick Reference for U.S. Exporters is designed to help U.S. companies, especially small and medium-sized enterprises, learn the basic fundamentals of trade finance so that they can turn their export opportunities into actual sales and to achieve the ultimate goal of getting paid—especially on time—for those sales. Concise, two-page chapters offer the basics of numerous financing techniques, from open accounts, to forfaiting to government assisted foreign buyer financing.

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