How to become

a freelance export consultant

A guide book for international talents

living in Denmark

13224
Entrepreneurship in Denmark
INCUBA Science Park Katrinebjerg
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Tlf.: 70 22 01 96
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Central Denmark Region

 Table of contents
How to become a freelance export consultant 1. Preface 05

Published by Entrepreneurship in Denmark 2. Why become an export consultant? 06

Editorial team:
Trine Brøndberg, Malene Lykke Scharling and Mette Boel 3. Getting started as an export consultant 08
3.1 Choose relevant sectors 09
Journalists:
Trine Brøndberg, Lotte Winkler and Marianne Gregersen 3.2 Find a relevant business 10
3.3 Analyse export potential 12
Photographers: Lasse Hyldager, Hyldager Fotografi
Mads Holm, Colourbox.com CASE: Dynamic Russian generates Danish exports 16
3.4 Prepare an Export Action Plan 20
Graphic designer and production manager:
3.5 Contact the business 24
Carsten Skovlund, designwerk A/S
CASE: Australian business economist boosts online sale 27 3
Print: Zeuner – PJ Schmidt Grafisk A/S
3.6 Pitch your Export Action Plan 30
Edition: 1.000 units

4. Worth knowing about SMEs and export 32

4.1 Understanding the DNA of SMEs 34
CASE: Specialist knowledge becomes export success 36
4.2 New export markets 40
CASE: Rumanian teaches Danish export companies Chinese 44

5. Free guidance 48
5.1 Online tools 49
5.2 Export Network 50
5.3 Organisations and associations 52
November 2013
The publication is available electronically on www.entrepreneurshipindenmark.dk.
6. Reference list 54
The printed version is also available for free at Entrepreneurship in Denmark/
Væksthus Midtjylland while stocks last.
 How to become 1. Preface
a freelance
export consultant
The aim of this guide is to inspire you, an international talent living in Denmark, to
start up your own business as a freelance export consultant. According to the Trade
Council, small and medium-sized enterprises (SMEs) seek international talents to
help them export to foreign markets.

With your international background, you know the language and the culture of spe-
cific export markets, and often you know something about how the market is de-
veloping. This is valuable for a Danish SME, which often does not know the cultural
codex or, for example, the negotiation techniques in the market it wants to enter.
4 5
In this guide, you can acquire knowledge on how to become a freelance export
consultant and how to help the SMEs succeed in export. Hopefully, you will also
feel inspired by reading the stories about four different and very successful inter-
national export talents. You can read the guide from start to finish or use it as your
reference work.

Your international background is an advantage and our hope is that more interna-
tionals living in Denmark will use their competencies regarding international mar-
kets, export, business development, culture and language - and become freelance
export consultants.

Enjoy your book!

 2. Why become Many Danish SMEs are either not aware of the possibilities
that exist for them to enter foreign export markets or they
an export consultant? do not have the right competencies or resources in-house to
take the necessary steps. By offering your assistance as an
export consultant, both you and the SME can benefit from
the partnership.

It can be a great opportunity for you and the businesses which you cooperate with
to enter specific export markets if you believe that you have the right skills and
knowledge to become an export consultant and that you are ready to start your own
business.

Advantages of starting an export consultancy:

6 7
• You will be able to use your competencies re international markets, export,
business development, culture and language
• You will have the opportunity to cooperate with Danish businesses and become
part of the Danish business community
• SMEs often do not have the resources to hire a full-time consultant. Becoming
a freelance consultant gives you the chance to demonstrate your skills, earn
money and become a close business partner of the SME. The business might
then be open to the possibility of entering certain export markets, since you are
providing expert knowledge without them having to take on a full-time employee

As a foreigner, you know the language and the culture of specific markets, and often
you also know something about how the market is developing. This is valuable for
an SME, which often does not understand the cultural codex or, for example, the ne-
gotiation techniques in the market which it wants to enter.

However, you also need to sell your knowledge, identify the opportunities which are
open to the SME and address the business’s other demands. But if you succeed,
you and the SMEs can develop a fruitful partnership that will benefit everyone con-
cerned. ✻
 3. Getting started as an
export consultant
Setting yourself up as an export consultant to
make a living from your services is a lengthy
process. The following six steps will help you to
get started as an export consultant.
8 • IT
3.1 Choose relevant sectors
You can start by studying the sectors in which Danish export businesses are already
excelling. Then look at market opportunities in the market which you know about
thanks to your education and background.
Denmark holds a strong position in markets within the following sectors:
• Building, construction and architecture
• Environment and energy
• Health
• Foods
• Furniture, design, fashion and textiles
9

3.2 Find a relevant business
The next step is to identify one or more businesses
which you want to win as clients once you are ready to
start up as an export consultant. There are several ways
of finding one or more businesses with which to work in
the export markets.
10
Attend public events
One obvious possibility is to try and meet businesses at public events. This you
can do by looking up and contacting the local business services office, industrial or-
ganisations, innovation projects, educational institutions, associations etc. for pro-
grammes, guidance and talks about the subject. Many conferences are held around
Denmark where businesses and potential exporters are able to participate and hear
more about new growth markets and develop their networks.
Use private and social networks
Perhaps there are people in your own network who have contacts with relevant bu-
sinesses. Try using LinkedIn, Facebook or other social media as networking tools.
Contact business directly
Last but not least, you can, of course, contact a business which has aroused your in-
terest directly to learn more. However, it is important that you are well-prepared and
clear about the questions you want to ask as it is imperative that you create a good
first impression. The damage done by a badly prepared and incoherent interview 11
cannot be repaired. ✻
Check the “Gazelle” companies 
The businesses named ‘gazelles’ by the Danish business daily ‘Børsen’, are companies iden-
tified as belonging to Denmark’s growth elite. Read more about Børsen’s gazelle prize at the
website.
Keep an eye on the business 
Once you have decided which business or businesses to focus on, it is important to gather
as much information as possible about their export potential. One way of establishing export
potential is by compiling all available knowledge from the internet and keeping an eye on the
business in the media and on its website. Is the business growing, in decline or stagnating,
and what is its future strategy for growth?
 3.3 Analyse export potential
Once you have chosen the business you want to work
with, you should analyse its export potential. Map out
its motives, readiness as well as its strengths and weak-
nesses in relation to export.

12 13
 3.3 Analyse export potential Do a SWOT analysis
After having analysed the business’s motives and export readiness, it is a good idea
to do a SWOT analysis of the business’s export potential. Find as many ‘opportuni-
ties’ as possible. Also find a few ‘weaknesses’ which you can help the business ad-
When offering your services as an export consultant, it is your
dress in your capacity as a consultant. Your credibility may suffer if you don’t present
task to map out the business’s export potential. Then you can
a number of challenges for the business and for your collaboration. However, it is a
present your analysis and more easily persuade the business very good idea to be able to present a solution to these challenges.
of the advantages of working with you as an export consultant. Don’t expect to be able to do a complete SWOT analysis from home, but instead
finish the analysis in collaboration with the business when holding your meeting
with them. This will give you and the business a much better understanding of your
respective approaches and whether the two of you will match. ✻
In analysing the export potential of the business, you can address the following topics:
• Export motive In doing a SWOT analysis, consider the following:
• Export readiness
• SWOT analysis
STRENGTHS WEAKNESSES
Export motive – in the business – in the business
A business may have many good reasons for wanting to export. You can clarify its
For example: For example:
motives by asking yourself the following questions:
• Good language skills • No export know-how
• Is the business already exporting, and to which markets?
• Good product and business • Limited language skills
• Does the business have a proactive reason for exporting, and does the business
14 concept • A product which is not tailored 15
have a strong desire to export to new markets and generate further growth?
• Healthy finances and positive for export markets
• Or is its motive for exporting more reactive, and has the desire to export arisen
bank • Poor economy
as part of a defensive survival strategy?
• Business partners • Limited contacts
• Are the motives born of internal or external factors?
• Competent employees • Lack of resources and
• Good contacts abroad know-how
Once you have narrowed down the business’s export motive, your analysis can take
a close look at how ready the business is to start exporting its products and services.

Export readiness
Analyse the business’s export readiness. Does the business have what it takes to
OPPORTUNITIES THREATS
– external – external
start exporting to a new market?
Export readiness depends, among other things, on: Opportunities may arise from: Threats to business opportunities:
• The management’s commitment • New growth markets • Stricter legislation on the
and experience with exports • New legislation in the export export market
• Knowledge of export procedures. market • New trends
Does the business already engage • New trends • New competitors or products
in exporting, or is it a new activity? • Competitors dying out • Collapsing networks
• Language skills • Networks • Supplier terms
• Capital structure • Timing – positive events in • Timing - negative events in
the export market the export market
Where you discover gaps in your analysis may be where you, as a freelance export
consultant, are able to offer the business your expertise.
 CASE:
Dynamic Russian generates Danish
exports
Svetlana Gertsen has in a very short space of time
helped a number of Danish businesses succeed with ex-
port in the Russian market.

16 17
 CASE: Dynamic Russian generates Danish
exports
In 2011, Svetlana Gertsen, a Russian,
started her business 2gether Consult
International. Here, as an inter-cultur-
al business consultant, she helps Dan-
ish export businesses to break into the
Russian market. For her first client she
produced a market survey. According
to Svetlana, many consultants are good
at doing market surveys, but that is not
enough:
“It’s one thing talking about Russia, but
quite another to execute and generate
business for companies,” says Svetlana.
Svetlana helps businesses on their way
by forging business contacts and organ-
ising trips to Russia so that her clients
18
gain a solid foothold in the Russian
business community rather than simply
getting their knowledge from the market
analysis.
Denmark is a ‘DIY’ country
Svetlana was born and grew up in Latvia,
and she subsequently moved to Russia
to study economics, management and
trade. In 1998 she met her Danish hus-
band and moved with him to Denmark,
where she now lives in Svendborg on
southern Funen with him and their chil-
dren. Given her familiarity with several
cultures, she is able to bridge the divide
which, according to Svetlana, invariably
arises between the Danish and Russian
markets.
As an inter-cultural business consultant,
Svetlana often acts in a problem-solving
capacity for businesses who have made
the leap into exporting without really
knowing the Russian market or business
culture.
“As a nation, Denmark takes a DIY ap-
proach, and wants to start exporting
without having first consulted an ex-
pert,” says Svetlana with a smile.
One question which may crop up is what
is understood by an agreement. Danes
often make a bit of an abrupt entrance
and quickly get down to talking busi-
ness. For Russians however, it is very
important to forge relations and look at
personal chemistry before entering into
business agreements. However, once
you have won a Russian’s confidence,
the business will inevitably follow. And
sometimes far faster than Danes might
expect.
Export trips to Russia
As an export consultant, Svetlana is
more than just a trouble-shooter for
businesses which have thrown them-
selves prematurely into exports. She
also encourages businesses which are
thinking about exporting but which are
cautious about the Russian market be-
cause they lack the necessary knowl-
edge – or courage.
Svetlana’s newest and most successful
consultancy service is ‘Business Trips’
for businesses considering starting ex-
ports to Russia. Once a month, 2gether
Consult International invites businesses
to join a trip to a relevant growth region
in Russia. Thus, Svetlana often paves the
way for potential partnerships between
Russian and Danish companies.
with various experts who supplement
her own services , for example in Rus-
Success founded on hard graft
sian and Danish law and in interpreting.
“As an export consultant, it is important
Today, Svetlana is able to make a liv- to know your own competencies and to
ing from her business, and she now recognise your professional limitations.
has clients within several sectors such In addition to your professional compe-
as foods, the environment, agriculture, tencies, you are selling credibility and
fishing and clean tech. A situation which the ability to forge relations and alli-
has not just happened overnight. She as- ances between people and between two
cribes her success to a lot of hard work. countries,” says Svetlana.
For the first time since she started her
business in 2011, she is now able to take Russia waiting for Danish SMEs
two consecutive days off. For the first exports
few years, Christmas, Easter and Whit- The Russian economy is growing, and
sun were not holidays for her, but rather the market is just waiting for Danish
exciting working days at 2gether Consult SMEs to get themselves together and
International. Svetlana is passionate make the leap. According to Svetlana,
about her work, and she loves the inde- they must not worry about whether they
pendence of having her own business. are big enough, as even some of Den-
mark’s biggest companies are, from a
19
Aware of own competencies and Russian point of view, also small with
limitations promising export potential.
Svetlana has business experience from
Latvia, Russia and Denmark, and holds “Danish SMEs are on the verge of start-
degrees in economics and management ing exports to Russia. They must make
from universities in both Moscow and their move NOW!” says Svetlana Gert-
southern Denmark. Even though Svetla- sen. ✻
na is highly qualified, she works closely
Svetlana Gertsen’s advice to entrepreneurs wanting to establish
themselves as export consultants:
• Have confidence in your abilities and listen to your intuition
• Be open to business partners – the more muscle the better
• You must feel committed and enjoy your work as success rests on
your own drive
• Have visions, think in terms of next steps and create a unique offer
• Follow your dreams, and if you stumble, pick yourself up and carry on
 3.4 Prepare an Export Action Plan
It may be a good idea to prepare a short-term Export
Action Plan setting out key steps, milestones and objectives
which you can present to a business that wants to start
exporting its products or services.

20 21
 3.4 Prepare an Export Action Plan
Small and medium-sized enterprises often do not have un-
limited resources to spend on market surveys and strategies.
Your expertise and knowledge about the market in question
can therefore be extremely valuable for the business. Prepare Use your competencies and work with others
In your Export Action Plan, it is important to take account of your own competencies
an Export Action Plan, which clarifies for the business what it
and limitations. If you or the business do not possess all the professional competencies
takes to start exporting. which are necessary, find relevant partners who will be able to contribute expertise
as required. For example legal experts, communication consultants, interpreters etc.
Export Action Plan
An Export Action Plan is based on a market analysis, and may, for example, be a
plan for implementing a marketing strategy, a financial analysis or a logistics plan.
Divide the Export Action Plan into several phases, for example:
1. validation phase
2. test phase
3. implementation period Be there in person
One way of identifying overall objectives for the three phases might be to complete If possible, ask to have an office space made available to you at the business premises
the template below. In doing so, you will be forced to consider and map out the mi- while carrying out your analyses for the Export Action Plan. All the relevant persons
lestones, action steps, challenges, expectations results and methods for measuring whose knowledge about the business and its products you need will then all be within
22 arm’s reach. This greatly facilitates the process, and thus costs the business less.
23
the results. ✻

Phase validation test implementation

Market strategy/tasks specified in a marketing plan

Milestones Focus on swift results and a short-term plan

Define milestones and schedule for each action step
ACTION step
What needs to be done to realise each strategic milestone?
Most SMEs want to see fast results, and it may therefore make sense to produce a
short-term action plan. Prepare the plan so that the business is able to see, within the
next 8-9 months, the potential associated with exporting its products and services.

Challenges
Define all potential challenges and describe how to tackle
them

Effect/results
What outcome is expected of each action step?

Method for measuring and monitoring

Describe how you will test and monitor results

Example of an Action Plan for a marketing strategy


24
3.5 Contact the business
It is very important that you understand the business’s
culture, and target your communication accordingly
when contacting the business with a view to presenting
your ideas as an export consultant. It may also be use-
ful to have an idea of how long you need to wait before
following up on your first email. Follow the advice below
when contacting a business for the first time.
Email/sales letter based on the AIDA model.
Your first step is to write an email in which you present your export proposal with a
view to following up by telephone. Tailor your language to the style which the busi-
ness signals on its website. Are you writing to highly qualified individuals, or more
down-to-earth types? Your email will be competing with many others. In the email, say
when you intend to follow up by telephone, and stick to this date. Do not expect the
business to call you – it is up to you to take action.
The AIDA model will help your email to stand out and ensure that it is read:
The AIDA model
Attention. In our media-filled world, you need to be quick and direct to grab people’s atten-
tion. Use powerful words, or a picture that will catch the reader’s eye and make them stop
and read what you have to say next. With most office workers suffering from e-mail overload,
action-seeking e-mails need subject lines that will encourage recipients to open them and
read the contents.
Interest. This is one of the most challenging stages: You’ve got the attention of a chunk of
your target audience, but can you engage with them enough so that they’ll want to spend
their precious time understanding your message in more detail? Gaining the reader’s interest
is a deeper process than grabbing their attention. They will give you a little more time to do
it, but you must stay focused on their needs. This means helping them to pick out the messa-
ges that are relevant to them quickly. So use bullets and subheadings, and break up the text 25
to make your points stand out.
Desire. The Interest and Desire parts of AIDA go hand-in-hand: As you’re building the rea-
der’s interest, you also need to help them understand how what you’re offering can help them
in a real way. The main way of doing this is by appealing to their personal needs and wants.
Action. Finally, be very clear about what action you want your readers to take; for example
visit our website of more information, or I will contact you on a specific date rather than just
leaving people to work out what to do for themselves.
Kilde: www.mindtools.com
Following up by phone
The next step is to follow up by telephone; here you need to be ready to describe
your idea in more detail. The purpose of the email and the follow-up phone call is to
be able to take the third step, i.e. schedule a personal meeting, which gives you the
opportunity to explain your idea and sell your competencies.
Elevator talk
It is a good idea to prepare a so-called ‘elevator talk’, which you will often need for
network or spur-of-the-moment meetings. The elevator talk is an ultra-short sales
presentation of yourself and your business which you give when you meet someone
from an SME who might be interested in your export assistance.
 Imagine that you meet someone from the SME in an elevator, and she asks: “What
do you do?” She is going up to the third floor, giving you only 30 seconds to clearly
explain your work. The message must be so clear and unambiguous that the listener,
on stepping out of the elevator, says: “That’s just what I need. Give me a call so you
can tell me more about it.”

Personal meeting
Prepare thoroughly for the interview. Have your elevator talk ready so that you can
quickly and succinctly present yourself and your idea. Bring along your SWOT ana-
lysis, ideally adding the finishing touches to it together with the person you are me-
eting. You need to be able to present solutions to any weaknesses and threats while
talking about all the opportunities and strengths you see for the business and your
collaboration on establishing exports to new markets.
Your personal appearance will have a strong bearing on whether or not you succeed
in selling yourself and your idea. During the first 10-20 seconds, the person you are
meeting will have formed an impression of you and thus your services. Remember
that you are communicating both verbally and non-verbally.
Perhaps use your network of Danes who are experienced with Danish business cultu-
re as a sounding board on your communication with the business. Address the needs
of the business, and openly present your competencies, your experience and your Case: Australian business economist
commitment as a freelance export consultant. ✻
26
boosts online sale 27

Elevator talk
Your 30-second elevator talk should cover the following:
Hannah West´s mission is to give people all around the
• Who you are world online access to Danish designed products and to
• Your potential clients create growth in Danish companies.
• Which consultancy services you offer to export businesses
• The results you have previously achieved for other businesses
• What value you can give the potential client

Checklist
• Find out about the business and what the business needs
• Pay attention to your body language
• Avoid using technical terms and expressions out of context
• Be positive and smile. This conveys self-confidence and inspires trust
• Dress appropriately. The classic example is the choice between a suit
or a pair of jeans. At the end of the day, you should wear what feels
most comfortable.
• Finally, remember to switch off your mobile phone.
 Case: Australian business economist
boosts online sale
Denmark swarms with great design, but the design compani-
es neglect to sell the products online both inside and outside
the country borders.

That’s the opinion of Hannah West who
moved from Australia to Odense in Oc-
tober 2011, because her Australian boy-
friend was offered a job as a researcher
at the University of Southern Denmark.
Because of that, she has decided to help
Danish companies sell their products
online. In July 2012, she received her
own CVR number (Business Registration
Number), which marked the launch of
28 her company Scale Angel.
Hannah has previously lived in France,
USA and Singapore, where she took a
Master in Finance. When her boyfriend
accepted the job offer in Denmark she
was ready for new adventures, so she
left her job as a business analyst “down
under” and moved across the globe with
her boyfriend.
sign and innovation, but it surprised me
how little of this is sold globally”, says
Hannah.
“I found out that only 20 % of the small
Danish enterprises sell their products
online and only 10 % attempt to sell it
internationally. My mission is to give
people all over the world access to the
products online, and at the same time
create growth in Danish companies”, she
says.
And Hannah is well prepared for the
mission with an education in Business
Economics and experience in manage-
ment consultancy and financing from
the Australian company Macquarie
Group. For six years, she has also wor-
ked with websites and online marketing
strategies for companies. She now uses
this experience in Denmark.
and abroad. The company was started in
cooperation with Danish Helle Sæthre,
who used to be a mentor for Hannah.
Helle Sæthre had a plan to establishing
a webshop, and Hannah was looking for
a local partner with interesting products,
which she could sell online. And the
two women agree that they are a great
match. They are now partners and no
longer mentor and mentee.
In September they started the company
Besos.dk. The name means kiss in Spa-
nish, and they chose it because they
think a beautiful scarf is like a kiss. It
makes you feel good and keeps you
warm on the coldest day.
Besos.dk will not be Hannah’s last com-
pany based in Denmark. The proactive
Australian woman is already negotiating
to become a partner in another com-
pany.
Impressed by offers for
entrepreneurs
Hannah West is impressed by the help
she has received, both before and after
she became an entrepreneur.
“It is amazing that such a small country
as Denmark has so many good things to
29
offer entrepreneurs and budding entre-
preneurs. It is amazing. I have participa-
ted in a lot of courses and conferences
with great profit, “says Hannah. ✻

“Of course it is uncertain to leave your
job for nothing. But moving to Denmark
has given me the chance to find out what
I’m very passionate about, and that is
running a company”, says Hannah who
grew up in a family of entrepreneurs.
Besides developing an online sales plat-
form for companies, Hannah and Sca-
le Angel are also forming partnerships
with companies she finds interesting to
contribute to with her expertise in finan-
cing and strategic counselling.
Hannah’s advice for entrepreneurs
• Don’t worry about whether or not you have the perfect business idea. Concentrate on
carrying out your own idea.
• It is crucial that you believe 110 % in the solution your business offers. Otherwise you
can’t make it through hard times, because challenges, setbacks and criticism will ap-
pear. Especially if what you offer is different from anything else.

Better access to Danish products Mentor became partner • Don’t wait for the perfect time to launch your company, because there is never a per-
”As soon as I arrived in Denmark, it The first company Hannah West became fect time! Forget the excuses and get started.
struck me how many fabulous products a partner in was Besos.dk. They sell ex-
there are. Danes are really good at de- clusive scarves online in both Denmark
 It is important that you carefully consider how to pitch your
Export Action Plan to a business. In the case of a short, spur-
3.6 Pitch your of-the-moment meeting, an ‘elevator talk’ is relevant, while
Export Action Plan a ‘pitch’ is more appropriate and valuable for a longer sales
meeting.

The word ‘pitching’ stems from baseball, where the pitcher kicks off play and de-
termines what the other players do. This is what you need to do as an independent
freelance export consultant when selling your export idea to the business. Pitching
is also useful as a way of building on and developing an elevator talk.

Pitching
The pitch is used to present your Export Action Plan in greater length at a scheduled
business meeting. A successful pitch holds your listeners’ attention and keeps them
interested. You must build a relationship, engender trust and show that you are part
30 of their team. ✻
31

Five factors that can help to create a good pitch

for your export idea

1. Be specific: Explain exactly what you have to offer. Perhaps take a

look at the areas where Danish SMEs seek export assistance
2. Be visual: Make a visual presentation of the plan and show the
business how it can boost revenue by exporting to a new market
3. Be succinct: You need to be focused to hold your listeners’ attention
4. Instil confidence: As an export consultant, you are basically trying
to point the business in a new direction. Convince your listeners, so
the SME feels confident in trying something new.
5. Focus on results: Talk about your results and practical experience
with exports or the particular market which is relevant for the
business.
 4. Worth knowing about
SMEs and export
Before starting up as an independent export consultant,
there are some important areas which are well worth stud-
ying in detail beforehand. Read about export barriers for
small and medium-sized enterprises and export markets.

32 33
 4.1 Understanding the DNA of SMEs
To sell your services as an export consultant, it is well worth • Legislation in the export country
• Technical barriers to trade (requirements re testing/certification/approvals)
knowing what characterises Danish small and medium-sized
• Customs duties and border control for overseas markets
enterprises (SMEs), which face both internal and external
• Geographical and cultural differences
barriers to export. • Larger travel and shipping costs
• Foreign business cultures and languages
• Bureaucracy and corruption

SMEs seek export assistance

According to the Trade Council, SMEs are seeking help with their exports within the
Typical characteristics of Danish SMEs: following areas:
• Small and versatile organisations with considerable flexibility where • Identifying relevant markets
everybody does everything • Market and competitor analyses
• Often started as innovative entrepreneurial businesses • Clarifying trade practices and distribution and sales channels
• Lower degree of formal systems and structures • Partner searches
• Information is often informal and ad hoc • Marketing in the form of participation in joint export drives and trade fairs
• Often fewer resources • Establishment abroad
• Expectation of positive return in the short term in order to survive • Recruitment abroad
34 35
• Owner often involved in running the business
• Managers often have to perform several roles As an experienced freelance consultant with strong competencies, networks and bu-
• No/few highly educated employees (specialists) siness acumen, you will definitely be able to offer your assistance in some of the
• Limited language skills (over and above English and German) above areas and open the doors to new growth-generating markets. ✻
• Often recruit via networks and personal recommendations

Internal barriers: Resources and product

The internal barriers to export for SMEs often stem from a lack of financial resources
and access to financing. As a freelance export consultant, you can therefore offer
and sell your services as a flexible solution which the business is not bound by in
the long term.
For some businesses, the product they want to export is tailored exclusively to the Communication with Danish businesses
Danish market and not, as yet, to international markets. It is therefore worth finding
out whether the product is ready for export, or advise on what the business should It is very important that you understand the business’s products, identity and culture and
do to adapt it to the export market in question. then target your communication accordingly. Use your network of Danish contacts who are
A business may also lack adequate legal or technical know-how, and therefore you experienced with Danish business culture as a sounding board with respect to your commu-
can provide guidance within these areas in relation to specific export markets. nication with the business. Acknowledge the business’s needs, and apply your competen-
cies, experience and commitment as a freelance export consultant.
External barriers: Culture, language and law
It is also important to consider the external factors which have a bearing on whether
the business is ready to export. As an export consultant, you are able to advise the
business on:
 Case: Specialist knowledge
becomes export success
After a short study trip to Denmark, Jean-Marc Ferran,
a French-Lebanese, has now started a family and estab-
lished his own business in Copenhagen with customers
in six European countries

36 37
 Case: Specialist knowledge
becomes export success
Jean-Marc Ferran has created an export success. His compa-
ny Qualiance Aps offers statistical programming and clinical
data management for pharmaceutical companies of various
sizes, and his customer base is constantly growing.

In only three years, Qualiance has built
up a solid portfolio of customers in Den-
mark, Sweden, Switzerland, Belgium,
France and Germany.
“I’ve hit a growing market, and I see
good prospects for my business in fu-
ture,” says the entrepreneur.
38 Few months became years
Jean-Marc Ferran grew up in France in
a Lebanese family. In 2001 he came to
Denmark to complete a Master’s degree
in computer science and applied mathe-
matics with a semester at DTU, Technical
University of Denmark, in Lyngby near
Copenhagen.
Originally, his plan was to only spend a
few months in Denmark, but he has now
been here for 12 years.
“The Danish company which I wrote
about in my thesis offered me a job
when I finished my degree, and I thought
‘Why not?’”, he says.
Later, he started working as a statistician
at Novo Nordisk A/S, before moving to a
position as Director of Statistical Program-
ming with Ferring Pharmaceuticals A/S.
Perfect timing
After eight years in good jobs in Copen-
hagen, he took the plunge in 2010 and
became self-employed.
“I had reached a point where I had plenty
of experience and a strong network, and
it was a good age to start up on my own.
If I was ever going to do it, it had to be
then,” he recalls.
The desire to have his own business just
came suddenly. Jean-Marc Ferran’s busi-
ness concept is based on the same tasks
that he was performing at Novo Nordisk
and Ferring, but as a self-employed per-
son he can be involved in several paral-
lel projects while further developing his
competences.
The idea had to be put to the test, and
during the start-up phase he sought ad-
vice from Copenhagen Business Service,
which also helped him find the right law-
yer and accountant.
International approach from the
outset
“Right from the outset, I wanted
Qualiance to be an international busi-
ness. It seemed perfectly obvious with
my background,” says Jean-Marc Ferran, Excellent location in Copenhagen
who speaks fluent French and who has Jean-Marc’s girlfriend is from Lithuania,
also been speaking English at work for and the international couple have no in-
more than ten years. Moreover, he has tention of leaving Denmark.
a strong network within the industry in
several European countries, which has “There is a strong pharmaceutical indus-
been a big plus in setting up an export try here, which is why Qualiance is so
company. well located in Copenhagen,” says Jean-
Marc Ferran.
The price he has paid for his entrepre-
39
neurial success has been lots of hard “Moreover, it’s easy running a business
work. According to Jean-Marc Ferran, he in Denmark. I get the impression that
has never worked as many hours as he there would be quite a bit more bureau-
is working at the moment, totting up be- cracy if I wanted to start a business in
tween 60 and 80 hours every week. France. And even though income tax is
high, corporation tax is actually compet-
“But I have not regretted my decision for itive relative to other European coun-
a second,” he says. tries,” he says. ✻
Through his extensive network, Jean-
Marc Ferran recruits experienced pro-
ject employees when he needs help with
large jobs. Likewise, there are periods
when he is able to help others. Soon,
Jean-Marc Ferran will again need to
bring in outside resources because the
work is piling in, and at home a little
baby is on the way.
“I need to find a different work-life bal-
ance, and it will be a challenge,” he admits.
 4.2 New export markets
New global markets offer considerable unexploited ex-
port potential. Help businesses to move beyond Europe-
an borders and enjoy success on new markets in growth
countries and cities.

40 41
 4.2 New export markets

As an export consultant, you are in a position to help Danish businesses based on your Denmark’s key export markets
expertise within well-known, new, small and large markets. Danish businesses prima- Many Danish businesses are cautious in relation to exports. Seventy-five per cent
rily trade with customers in neighbouring countries but, with an export consultant on of Danish trade is with other EU countries, by far the majority with our neighbouring
board with the right network and export acumen, they can take their products overseas. countries. The following is a list of Denmark’s top ten export markets:
1. Germany
Think globally 2. Sweden
According to the book ‘Standing on the sun: How the Explosion of Capitalism Abro- 3. UK
ad Will Change Business Everywhere’ published by the Harvard Business Review 4. Norway
Press, the global economy will see dramatic changes within the next 30 years. Today, 5. USA
western economies account for 75 per cent of global GDP – in 2050 this figure will 6. Netherlands
be just 32 per cent. Thus, there is considerable potential in taking a more global 7. France
approach to SMEs’ export strategies.According to the Trade Council, world affluence 8. Italy
has also shifted. New markets such as Turkey, Indonesia and Mexico are lands of 9. Poland
opportunity for Danish SMEs. 10. China

Growth and market opportunities Metropolises as export markets

42 The new markets are the so-called BRICS countries, to which an increasing number Markets can be restricted to a single growth metropolis. According to the Trade 43
of Danish businesses are exporting: Council, there are 440 growth cities worldwide. Most of these are found in China and
• Brazil India, but the following count among the largest growth cities elsewhere: São Paulo,
• Russia Moscow, Mexico City, Istanbul, Lagos and Dhaka. In Europe, London, Munich and
• India Stockholm are worth mentioning.
• China A general rule of thumb is that all cities with a population of more than 1 million
• South Africa people represent a good market for Danish businesses. ✻

According to the Trade Council, it would also be beneficial for businesses to draw up
a strategy in relation to ‘Next 11’, which are countries showing signs of growth. These
countries are:
• Turkey Up-to-date market information
• South Korea
• Bangladesh In the report ‘Winning the $30 Billion Dollar Decathlon – Going for Gold in Emerging
• Egypt Markets’, McKinsey & Company describes which 440 large cities will see huge growth in
• Philippines future.
• Nigeria
• Indonesia The Trade Council regularly prepares detailed export market analyses.
• Vietnam
• Mexico
• Pakistan
• Iran
44 45

CASE: Rumanian teaches Danish export

companies Chinese
With a university education in Chinese and nine years
of work experience, Rumanian Oana Hansen is commit-
ted to teach Danish business people how to manage
themselves in China.
 CASE: Rumanian teaches Danish export
companies Chinese
Many Danish companies have an inte-
rest in export to China and Oana Hansen
is offering them her help.
In her newly started business, “Kinesisk
Kursus Aarhus”, Oana teaches business
Chinese. Besides teaching the partici-
pants the language, the courses also
include an introduction to the Chinese
business culture and common courtesy.
Knowledge about Chinese culture
The target audience is companies who
wish to gain foothold in China or who
have employees about to be posted abro-
ad. Furthermore, Oana Hansen offers
46
the companies the possibility for her to
travel along as an interpreter and to pro-
vide support in relation to negotiations.
“It is a great advantage that I too have
been through the process of learning the
language and culture in China because
I know where they will face the biggest
challenges”, Oana explains.
“China is one of the BRICS countries
with a growing market, but China is also
very alien to many people. It is necessa-
ry to understand the Chinese language
and culture in order to make good trade
contacts in the country”, Oana adds.
”As an example, it gets easier to negoti-
ate and figure out who the real decision
maker at the conference table is, when
you understand a bit of the language and
the Chinese tone”, Oana explains.
Met Danish husband in China
Oana Hansen came to Denmark four
years ago. She is married to a Danish
man, who she met in China. Both had
good jobs in China – he worked for a Da-
nish company and she worked for a big
American concern. When they had their
son, Oana’s husband wanted to go back
to Denmark.
“Denmark is a good place to grow up”,
Oana says about their joint decision.
But it is not easy to get a job in Denmark,
Oana learned after many fruitless appli-
cations.
“It took me by surprise, given that I had
heard a lot about the Danish compani-
es, who want to penetrate the Chinese
market. With my university education
in Chinese and English and nine years
of work experience in China, I have the
right qualifications”, she says.
Created her own job
Now she has taken things into her own
hands and has become an entrepreneur.
In their house in Viby, Oana and her
husband have decorated a big, modern
seminar room and the first group of stu-
dents is already in full swing with a ten-
week course in business Chinese.
“From the outset, my husband has
backed me up 100 percent and he has
also attended free courses on entrepre-
neurship to help me get started”, Oana
says.
With a seminar room at home, she can
keep the expenses on her newly started
business down and that suits her fine gi-
ven the fact that it takes time to become
a well-known course organiser.
“I have invested in a home page and an
advertisement and that has been suffi-
cient to get enough course members for
my first class. Now I am considering get-
ting flyers printed to hand out at institu-
tions of higher education”, she says.
The little details matter
Oana Hansen teaches three hours at a
time and she wants no more than six
course members in every class to make
sure they all benefit from it. It is also im-
portant to have time to talk about China
and the course members have many
questions.
Oana Hansen´s advice to entrepreneurs wanting to establish
themselves as export consultants
• Use your network
• Follow the courses offered by Startvækst
• Be patient, hold on and have faith in yourself but don´t forget to
listen to other people too
“The Chinese are very different from us
down to the very last detail. The way you
order food in a restaurant or conduct
small talk before a meeting, for examp-
le, differs from European culture. It can
be of vital importance for the future suc-
cess in China that you are prepared for
that”, Oana says.
Among other things, she teaches her
course members that it is more polite
to lie than to decline a dinner invitation.
And that the Chinese always expect you
to bargain over the price, even in fancy
conference rooms at big companies.
“There are many things that take foreig- 47
ners by surprise in China, and because
I am not Chinese myself, I have an eye
for the small details that differ from the
European culture”, Oana concludes. ✻
 5. Free guidance 5.1 Online tools
Find online tools, information and export networks that are Get inspired by the online tools described below here within
relevant for you when you wish to start as an export consultant export and entrepreneurship

Entrepreneurship in Denmark
On entrepreneurshipindenmark.dk you can find over 130 articles containing tools
and information on entrepreneurship. The tools take you through a startup adven-
ture from idea to growth. Among these tools you will also find this export guide in
an online version.

EKF
EKF is Denmark’s official export credit agency. EKF offers you greater security and
48 49
paves the way for better financing and boosting of your sales.

Indre Markeds Center

Find more information or seek assistance on legislation within the EU.

The Trade Council

The Danish Trade Council is the export and investment organisation within the Mini-
stry of Foreign Affairs of Denmark. Their website contains a lot of relevant informa-
tion about markets, growth and export.

Virk – Business in Denmark

Virk is your company’s digital entrance to the Danish authorities. On this site you
can find information on rules, permits and registration.

Virkguiden
Learn how to register a company by watching these guides.
 5.2 Export Network
Find information on networks for international export
consultants and Danish SMEs that wish to export.
Export Talent and International Talent Lab
Export Talent and International Talent Lab are programmes run by Copenhagen Bu-
siness Service. The programmes are directed at expats living in Denmark, who wish
to work as export consultants for Danish small and medium-sized enterprises. Hig-
hly educated people with an international background can support SMEs in devel-
oping and extending their businesses to other countries, by helping the SMEs deal
with linguistic and cultural challenges.

Global Trade Network

Global Trade Network was founded by Innovation and Business Service at Slagel-
se Municipality. Small and medium-sized enterprises often face challenges such as
foreign culture, customs and language when they wish to enter a new export market.
Global Trade Network deals with these challenges by connecting Danish export bu-
sinesses to foreign professionals in Denmark, who have relevant knowledge about
specific export markets.

50 51
 5.3 Organisations and associations
Find organisations and associations within job, entrepreneur-
ship and network who work with people with an international
background in Denmark.
Copenhagen Capacity Talent
Copenhagen Capacity’s talent department directs Denmark’s first large-scale pro-
gramme to coordinate initiatives to attract and retain international knowledge wor-
kers, researchers, students and their families. This includes improving expat fra-
mework conditions, gearing SMEs to employ international talent, and sharing best
practice across municipalities, business, governmental bodies, industry clusters,
and research & educational institutions. Moreover, the talent department will run
an international branding effort to build a talent pipeline in key sectors by creating
awareness of Denmark as an attractive place to study, work and live.
52
Eksportjob.dk
Jobindex has created a special job and CV database for export jobs. Eksportjob.dk
builds a bridge between companies and skilled workers with special knowledge. The
idea behind the job database is that skilled job seekers, also with a non-Danish back-
ground, can find and apply for jobs within their areas of expertise.
Foreningen Nydansker
The Association New Danes (Nydansker) is a leading, independent centre for diversi-
ty. The Association works to lower the barriers for ethnic minorities and immigrants
onto the labour market. Among other things, the Association has a mentor program,
where you will be matched with a volunteer career mentor, who will spend about two
hours every month helping you with your job application process or career planning.
First job in Denmark
First job in Denmark is a project under the Danish employment and integration ma-
nagement. First job in Denmark provides a thorough introduction to the Danish la-
bour market. They focus on your skills and networking, and also assists with how and
where to search for jobs, applications & CV’s.
Novum
Novum is a non-profit organisation that is facilitating contacts between Danish
export enterprises and highly educated foreigners residing in Denmark looking for
jobs. Novum’s six week course opens the doors for foreigners resident in Denmark
to small and medium sized enterprises.
O.N.E. Danmark
O.N.E. Danmark is an organisation bringing together local, Danish youth organi-
sations working with education and career opportunities. O.N.E. Danmark aims at
creating a knowledge sharing network between highly educated young Danes with a
non-Danish ethnic origin.
Jobnet
Jobnet is the public jobcentres website for all jobseekers and employers in Denmark.
Jobnet enables you to search for a job among many thousands of vacant jobs or to
find a new employee. Jobnet has more than two million visitors every month. At
Jobnet you can also find information on job searching, training and recruiting of new 53
employees.
International Community Aarhus
International Community aims to support international employees and their famili-
es during their stay in the Aarhus region. Our venture to create social and professio-
nal networks to the benefit of expats encompasses a wide range of events, seminars
and online activities. We also offer support to companies in their efforts to recruit
and retain international employees.
Workindenmark
Denmark’s official entrance for employers and foreign job seekers. The website con-
tains job and CV databases, as well as a range of important information about the
recruitment and hiring process and other useful facts on residing in Denmark.
New to Denmark
The official portal for foreigners and integration. It contains a special section on work
and recruitment.
 6. Reference list
Klaff, Oren, an interview on the Chase Jarvis Live show,
http://pitchanything.com/oren-explains-live-the-pitch-anything-method/

McKinsey & Company, ‘Winning the $30 Billion Dollar Decathlon

– Going for Gold in Emerging Markets’,
http://www.mckinsey.com/insights/strategy/winning_the_30_trillion_decathlon_go-
ing_for_gold_in_emerging_markets

Meyer, Christopher: ‘Standing on the Sun: How the Explosion of Capitalism

Abroad Will Change Business Everywhere’, the Harvard Business Review Press,
2012
54
www.startvækst.dk

www.entrepreneurshipindenmark.dk

http://borsen.dk/konferencer/gazeller.html

www.mindtools.com

http://um.dk/en/tradecouncil/publications/market/

Competent feedback and information:

Peter Mygind Rasmussen, Svetlana Gertsen, Virginie Morlet and Giovanni Orio.