By: John Concannon

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Targeting New Markets and Identifying Partnerships
By John Concannon November 13th 2009
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Company Profile

• Founded 1987
• Approximately 200 People Employed
• Annual Turnover Approx. 40m
• Head Office Tuam, Co Galway.
• 3 Plants in the UK
• JFC Manufacturing Europe - Oswestry Shropshire
• JFC Plastics Stratford Upon Avon
• JFC Plastics Runcorn (Recycling)
• Manufacturing Plant in Poland
• European Sales Office in Holland
• Partnership with Manufacturing Plant in South
  Africa

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Industry Sectors

• Agriculture
• Drinking and feeding equipment
• Calf hutches
• Civils
• CorriPipe
• Stormwater management solutions
• Water Management
• Rainwater harvesting
• Waste water treatment

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Industry Sectors

• Recycling
• Post consumer bottles.
• Bottle-banks.
• Marine
• Mussel floats
• Navigation buoys and marker buoys
• JFC Earth-wood
• Engineered composite decking
• Variety of applications
• Used for Volvo Ocean Race 2009
• Material Handling Storage
• Liquid storage tanks
• Laundry distribution trolleys

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Overview of JFCs Development
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JFC in the News
Warsaw Voice, 11.10.06 Irish Independent,
16.09.09 Irish Examiner, 16.09.09 Business World,
15.09.09 InsideIreland.ie, 15.09.09 Irish
Examiner, 29.05.09 Fish Farming International,
May 2009 Marine Times, May 2009
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Runcorn Recycling Plant
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Targeting New Markets Step-by-step

• Where do you start?
• Compile file on market you are considering.
• Gather as much information as possible.
• Learn understand key trends developments.
• Evaluate market and look for a suitable Partner
• Get first-hand information, visit market make
  contacts.
• Have YOU got the experience?
• Have you done anything like this before?
• Are you prepared for barriers to entry?
• Consider language, distance, culture, climate
• What are the entry options for you?

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Identifying Partners

• The most important ingredient, WHO
• Within your company
• Who is going to take on this task in your
  company?
• How do you select this person to do the job?
• Has this person come through your company?
• External partners
• Who are you going to use locally? A good idea ?
• Identify the pros and cons of each entry
  option.
• Which option best helps you to achieve your sales
  goal
• Identify key issues to watch out for.

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Identifying Partners

• Warren Buffets 3 Key Questions in selecting
  partners
• Do I like them?
• Do I trust them?
• Do I respect them?
• If the answer to any of these is No the deal is
  off!

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Targeting New Markets Planning, patience
persistence

• Ownership of the business plan
• Who prepared the business plan for the new
  market?
• The plan must be written down, understood
  agreed.
• It needs to be believable, attainable
  achievable.
• Patience and persistence
• Breaking new markets is slow, prepare for long
  haul.
• Have you the persistence to keep going?
• Is this the right market for you?
• What is the opportunity cost to you of developing
  this versus other markets?

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Targeting New Markets Is costly

• Are you prepared to LOSE money?
• Can you afford to make a loss?
• What if the market reaction changes?
• Are you prepared to spend on fairs, meetings,
  travel etc?
• Do you have a rainy day account?

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Targeting New Markets Communication

• Communication is vital
• Daily contact with overseas personnel partners
  is vital.
• Clear direction must be given, dont leave them
  in limbo.
• Know whats happening on the ground on daily
  basis.
• Keep team motivated, repeat goal or mission
  consistently.
• Use Available Help
• Listen to the people on the ground.
• Talk to Enterprise Ireland.
• Use local market knowledge.
• Seek assistance and local Knowledge

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Targeting New Markets Summary

• Do your market research.
• Select the market or J/V most viable to you.
• Identify the best partners internally
  externally.
• Set aside a budget for tackling this market.
• Effective planning clear communication is
  vital.
• Get help from Enterprise Ireland.