Nisudha food products
Runner up: Best initiative to ensure that trade is inclusive and sustainable
Sri Lanka Export Development Board (SLEDB)
EXPORT COACHING PROGRAMME
‘We understood the importance of encouraging new exporters to enter the international market. This export coaching programme was one initiative we could successfully implement with the support of digital technology despite the challenges of COVID-19.’
Mrs. Malani Baddegamag
Acting Director General, Sri Lanka Export Development Board
WHAT THE JUDGES SAY
‘Purposeful tailormade coaching programme taking into account the training of women, youth and regional SMEs.’
‘The monitoring of the training is optimal with internal staff as coaches.’
The Sri Lanka Export Development Board (SLEDB) found that fewer than 8% of registered companies were exporting after four years. Exporters recorded only one shipment with no new markets.
SLEDB started the Export Coaching Programme to support young business owners develop marketing plans, research markets and find financing to get their products to global buyers. Boosting knowledge and confidence were also prime goals.
Kadadasi company
COACHING THE FUTURE
SLEDB focused on companies in early stages of growth, led by women (16%) and in rural areas (10 of 25 districts). Companies needed to have export potential and a factory with room to grow.
Eleven trained staff (10 women) volunteered to coach 25 companies. Two coaches assisted each company. They tracked progress in export knowledge and skills like timeliness.
Phase one started with meeting technologies. This training helped companies learn online and interact with international buyers. Coaching teams used International Trade Centre market analysis tools to find export markets and their entry requirements.
Phase two began by finding the best product for preferred markets. Then, coaches and companies developed a strategy to enter the market with a competitive position. This phase closed with detailed goals and a timeline for success.
The third phase market pitch contest gave awards of services to aid companies in their next stage of exporting.
MEASURING SUCCESS
By the end of the programme, all 25 companies developed export marketing plans. Companies reported confidence to target international markets for their products.
Companies bought new machinery and improved packaging. Some companies began certifications for food and beverage trade.
IMPACT IN COMMUNITIES
Communities benefitted from:
- Creation of 65–70 jobs;
- Development to the farm and supply base;
- Opportunities for underserved groups; and
- Peer learning.
WHAT’S NEXT
SLEDB will assist companies as they carry out their export plans.
Future objectives include:
- Training in e-commerce;
- Partnerships to advance market knowledge;
- Free online seminars to boost export awareness; and
- A coaching manual including lessons learned.
‘I decided to improve my digital media presence after the coaching session. I improved my promotional materials, website and marketing strategy, and it helped me secure my first export order to the UK.’
Ms. Nisayuru Basnayaka
Kadadasi (Textile company)
‘Through this programme, we identified the importance of developing an organic farmer network exclusively for Navigata Foods by certifying our farmer groups, benefiting 50 farmers.’
Mr. Pradeep Rajapaksha
Navigata Food Products (Pvt) Ltd.
Sri Lanka Export Development Board
CONTACT Mrs. Malani Baddegamage Acting Director General
ADDRESS No. 42 Nawam Mawatha Colombo-02 Sri Lanka
WEBSITE www.srilankabusiness.com
