I want to sell a Canadian product to other countries. How do I get help to proceed and market this product?

Marketing offshore is much more difficult than doing so in Canada because each country or geographic region exhibits specific characteristics. The marketing methodology that might work in North America might backfire in Asia because of cultural differences.

For example, in Europe, business is generally done more between friends than among strangers, so it is necessary to establish a relationship before getting to the details of a deal. Also, advertising and other forms of marketing in Europe tend to place more emphasis on subtler lifestyle and intellectual approaches than is the case in North America, which is much more up-front about selling.

To address this issue, exporters usually work though a local agent in each region. These agents, who could be distributors, commercial representatives or hired marketing firms, have a more thorough "on the ground" knowledge of their local markets than you could ever have.

There is a larger issue here, however. If you are thinking of exporting, you will face many challenges and should access government aid and education first. A good place to begin is Industry Canada, which has a wealth of export information and help. Canada Business is another good exporting education site. And lastly, the Ministry of Foreign Affairs and International Trade provides much aid to Canadian firms hoping to export their products. It could also provide vital business intelligence about each market you hope to reach.

As for marketing and market research, there are different strategies for different sectors. Manufactured products and software would not be handled the same way.

Certainly you should form a detailed marketing plan for each region or market in which you intend to sell your product, identifying target markets and methods for reaching them.