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Preface

Who this book is for

This book is for all of those small and medium businesses that:

 Hadn’t even thought about exporting to Latin America and would like find out a bit more.

 Had thought about doing business in the region but were overwhelmed by the obstacles or confused about where to start.

 Are already trading with Latin America, sometimes on an ad-hoc accidental or reactive basis, and would like to conduct their trade with the region in a more proactive way.

A conscious effort has been made to ensure that this book applies to both goods and services exports, so whether you are selling toys or environmental consultancy, this book is for you. Some sections, such as logistics, will clearly apply only to goods. Doing business with Latin America is not all just about selling to Latin America; it is also about Latin America selling to you and so there is also a look at importing from the region.

Although this book is particularly written with UK SMEs in mind, most of its content should equally apply to businesses elsewhere.

What this book covers

I will start by giving you an overview about exporting in general, as a framework for doing business with Latin America. I will then tell you more about Latin America, such as what the region looks like from a business perspective and why should you consider it now in terms of your own exports.

I often get asked to name the top ten sectors in which the UK can excel in exporting to Latin America. I personally find that this applies more to larger businesses – smaller businesses are likely to find a niche in almost every sector, so a ranking as such is likely to discourage smaller businesses. Therefore, my aim is to give you a broad idea of the range of opportunities, sometimes not just by sector but also by country or even by market entry channel (such as e-commerce).

A story is worth a thousand words, so honest case studies and testimonials from small businesses that have cracked these markets will be presented. I understand that small businesses will not have a dedicated export department devoted to Latin America, so I aim to show you how to best utilise your resources to maximise your opportunities. One of the ways to do this is to think laterally – I will give you some inspiration and tips to get you thinking in this way.

Exporting to Latin America is not easy. It takes time and it takes patience. Therefore, the next stage is to present you with the obstacles you are likely to encounter. I will give you some information to help you overcome these obstacles, but being aware of them is already a step towards success – it will reduce your risks and save you many headaches.

Honestly, Latin America is not for everyone. It might not be right for your business, at least not at this point in its development. What is important is to recognise this fact and understand why it is the case, but also to then be knowledgeable enough to spot when the opportunities do come and when the time is right. Sometimes not moving into an export market is the best decision you can make. What really matters is that the decision is taken not out of fear or due to lack of information, but based on knowledge and understanding. It is a matter of making informed decisions.

I then provide thoughts on how to plan a visit to Latin America, including the logistics of getting around a vast and varied region (there are no EasyJet services, sorry).

Finally, what comes after succeeding in doing business with Latin America? Sometimes, looking after your customers abroad is quickly forgotten (until sales drop). I will encourage you to think about what you can do to make the most of that first order. How can you secure the next one? How do you build long-term relationships?

I hope that after reading this book, you feel closer to Latin America and better equipped to do business in the region. Happy exporting!