Step-by-Step Guide to Entering New International Markets

 

Md. Joynal Abdin
Founder & Chief Executive Officer, Trade & Investment Bangladesh (T&IB)

Editor, T&IB Business Directory; Executive Director, Online Training Academy (OTA)
Secretary General, Brazil Bangladesh Chamber of Commerce & Industry (BBCCI)

 

Entering a new international market is no longer a “big company only” strategy; it is increasingly a survival and growth pathway for ambitious entrepreneurs. Global trade has been expanding again, with world trade in goods and commercial services reaching about US$ 32.2 trillion in 2024 after growing around 4% year-on-year, while services trade continued to rise strongly. At the same time, UN Trade and Development (UNCTAD) reported global trade hitting roughly US$ 33 trillion in 2024, supported heavily by services growth and stronger participation from developing economies. These numbers matter because they reflect a reality: new buyers are emerging, value chains are shifting, and niche producers can win internationally if they approach market entry with discipline, evidence, and a step-by-step plan.

 

Step 1: Decide the “right reason” to expand and define success clearly

Before choosing a country, clarify what “success” means for your business in the next 12–24 months—higher margins, stable repeat orders, diversification away from one market, or positioning your brand in premium segments. This clarity prevents expensive distractions such as chasing markets that look large but do not match your product strengths, capacity, or compliance readiness. A practical approach is to define success in measurable terms such as target annual export revenue, number of repeat buyers, acceptable payment terms, and required gross margin after logistics and duties, so that every later decision can be evaluated against the same standard.

 

Step 2: Select your target market using a structured screening method

Market selection should start broad and become narrow using data filters. First, compare demand indicators such as import growth for your product category, average unit price (to understand where buyers pay more), competitor presence, and seasonality. Next, overlay “ease of doing business” style operational realities: customs efficiency, licensing requirements, contract enforcement, and overall regulatory service quality. The World Bank’s Business Ready (B-READY) framework is designed to assess regulatory frameworks, public services, and operational efficiency for firms, which can help entrepreneurs think beyond “market size” and focus on “market practicality.” A good final shortlist is usually two to three markets one “easy entry” market, one “high value” market, and one “strategic future” market.

 

Step 3: Confirm product market fit with buyer expectations and local standards

A product that sells well domestically may require adjustments abroad in sizing, labeling language, packaging durability, allergen or ingredient declarations, safety marks, or sustainability claims. This step is about closing the gap between what you produce and what the market expects. Study how your target buyers describe requirements in tenders, marketplace listings, or retailer specifications, then translate those expectations into your own technical checklist. Even small upgrades stronger cartons, clearer labeling, consistent product grading, or improved shelf-life can be decisive in winning repeat orders.

 

Step 4: Build a compliance and documentation plan before you approach buyers

International buyers trust exporters who can demonstrate readiness, not just promise it. Prepare core documents such as product specifications, test reports if needed, certificates relevant to your sector, clear HS code mapping, and a “compliance file” that you can share quickly. Also prepare your export documentation workflow: commercial invoice, packing list, certificate of origin, transport documents, and any destination-specific documents. Many SMEs lose deals not because the product is weak, but because the exporter cannot confidently explain documentation, conformity, or traceability when a buyer asks.

 

Step 5: Price the market scientifically, not emotionally

Export pricing must be built from landed-cost logic: production cost + packaging + inland transport + port charges + freight + insurance + destination duties/taxes (where applicable) + finance costs + risk buffer. Then compare that landed estimate to real market prices and competitor offers. If your pricing is not competitive, you can adjust by changing packaging size, shipping mode, order quantity, sourcing efficiencies, or payment terms. This is also where you choose the right Incoterm (such as EXW, FOB, CFR, CIF, DAP) based on your control level and buyer preference, because an attractive “product price” can still lose if the delivery structure is confusing or risky for the buyer.

Step 6: Choose the best entry model for your capacity and risk tolerance

There is no single “best” entry route; there is only the best route for your stage. Some entrepreneurs start with direct B2B exporting to importers or distributors, others test demand through small trial shipments, and some begin with e-commerce or marketplace-based export models to learn faster. The key is to match the model to your operational maturity: if you are still stabilizing production consistency, start with a controlled pilot and limited SKUs; if you have strong capacity and compliance, you can pursue distributor agreements or institutional buyers. Your entry model should also include how you will handle after-sales service, claims, returns (if relevant), and buyer communication time zones.

 

Step 7: Build a credible go-to-market story that buyers can trust

In new markets, credibility is currency. Prepare a professional company profile, product catalogue, factory or facility photos (where appropriate), capacity statement, quality and compliance overview, and a short “why us” narrative based on proof: consistency, on-time shipment record, certifications, traceability, ethical sourcing, or customization ability. Also prepare buyer-ready content such as product data sheets and a clear MOQ policy. This story must be consistent across your email, website, catalogue, and any directory listing so that a buyer sees the same professionalism everywhere.

 

Step 8: Generate qualified leads using multiple channels, then filter hard

Lead generation should combine digital and relationship channels: trade fairs, chamber networks, B2B platforms, targeted outreach, diaspora business networks, and sector associations. The goal is not to collect hundreds of contacts; the goal is to build a smaller list of qualified prospects who import your category, buy at your price level, and have the distribution reach you need. Filtering is essential verify the buyer’s company registration, website footprint, product focus, and transaction history where possible. A disciplined exporter treats lead qualification like risk management, not sales enthusiasm.

 

Step 9: Contact buyers with a structured message and a clear “next step”

Buyer communication should be brief but complete: introduce your company, state what you export, share two to three strongest product advantages, attach a catalogue or product sheet, and propose a next action such as a short meeting, a sample request, or a quotation based on a specific Incoterm. The most effective outreach does not ask vague questions like “are you interested?” it proposes a concrete option, such as a sample set, a trial order structure, or a price offer for a standard quantity. Professional follow-up matters; many export deals happen after the second or third follow-up, not the first email.

 

Step 10: Negotiate terms that protect cash flow and reduce risk

International negotiation is not only about price; it is about risk allocation. Define your minimum acceptable payment terms, preferred payment instruments, lead times, quality acceptance criteria, claim windows, and dispute resolution approach. For new buyers, safer structures can include partial advance payment, confirmed LC where appropriate, or smaller trial orders until trust is built. Protecting cash flow is especially important for SMEs because one delayed payment can disrupt production and future shipments.

 

Step 11: Execute a pilot shipment and treat it like a learning project

Your first shipment is not only a sale; it is a test of your entire export system. Document every step: production batch details, packaging checks, container loading method, documentation timeline, customs process, freight tracking, and buyer feedback at arrival. A pilot reveals where you need improvement labeling clarity, carton strength, documentation speed, freight choice, or communication rhythm. The exporters who scale successfully are the ones who turn the pilot into a repeatable standard operating process.

 

Step 12: Scale sustainably through repeat orders, market feedback, and partnerships

Once you complete a pilot successfully, focus on building repeat business rather than chasing too many new markets at once. Strengthen buyer relationships with consistent quality, timely updates, and proactive planning for seasonal demand. Over time, explore local partnerships such as distributors, agents, or co-branding opportunities if it improves market access. Scaling is sustainable when your production, finance, and compliance systems grow together—otherwise growth itself becomes the risk.

Export Support Services of Trade & Investment Bangladesh (T&IB)

Trade & Investment Bangladesh (T&IB) supports entrepreneurs in entering new international markets through end-to-end export support. This typically includes target market research and selection, HS code and product positioning guidance, buyer identification and buyer seller matchmaking, export documentation and compliance advisory, pricing and Incoterm planning, negotiation support, logistics coordination guidance, and export marketing support such as company profile preparation, catalogue refinement, digital visibility strategy, and outreach templates. T&IB also assists businesses in building credible international presence and strengthening readiness so that exporters can approach buyers with confidence and professionalism.

 

Contact Details of T&IB

Trade & Investment Bangladesh (T&IB)
Phone/WhatsApp: +8801553676767
Website: https://tradeandinvestmentbangladesh.com

 

Closing remarks

Entering a new international market is a process, not an event. When entrepreneurs follow a step-by-step path selecting markets with evidence, upgrading product readiness, building compliance discipline, approaching the right buyers professionally, and learning from pilot shipments they dramatically increase their chance of long-term export success. With global trade expanding and opportunities rising across both goods and services, the businesses that prepare properly today will be the ones that build resilient international revenue tomorrow.