Tutorial de Exportación, Elaboración del Plan de Exportación
Centrémonos en la redacción del documento más importante para quienes se embarcan en un proyecto transfronterizo. El Plan de Exportación contiene mucha información y notas que serán fundamentales para trazar el camino a seguir. Por su propia naturaleza, es un documento rígido; al contrario, es necesaria su continua actualización para corregir el tiro y redibujar los objetivos a corto y medio-largo plazo.
¿QUÉ ES UN PLAN DE EXPORTACIÓN?
No es aconsejable adentrarse a ciegas en los mercados extranjeros. El proceso de internacionalización es algo que debe abordarse con lucidez, atención y cuidado en todos los detalles. Por eso, es aconsejable anotar en un documento toda la información más útil para el proyecto que se quiere emprender fuera de las fronteras. No hay un esquema preestablecido, cada uno puede elaborarlo como quiera, dando más o menos espacio a lo que considere esencial y necesario profundizar.
No olvides que recopilar y guiarse por los datos y la información es un trabajo en sí mismo, y por eso requiere tiempo y dedicación. Además, la calidad de las fuentes es esencial. Tener unos poco fiables sería como cocinar una receta para una ocasión importante con los ingredientes equivocados. A veces, incluso un elemento inadecuado es suficiente para arruinar una comida que debería haber sido especial.
El Plan de Exportación es ese archivo, agenda o cuaderno en el que recogemos todos los elementos de nuestro puzle. Anotamos investigaciones, notas, estudios, ideas, proyecciones, simulaciones, esperanzas, sueños y objetivos.
El Plan de Exportación puede convertirse en esa agenda que nos acompañará durante todo el proceso de internacionalización. No se queda encerrado en un cajón. No permanece inalterable, cambia y se modifica con el tiempo, porque casi nunca lo que hemos pensado se corresponde con lo que realizamos y logramos en términos de objetivos. Sobre todo, los calendarios, incluso los más prudentes, corren siempre el riesgo de ser revisados y actualizados ya que las interferencias en el camino son a veces imprevisibles (por desgracia, lo estamos experimentando en estos días dramáticos).
¿PARA QUÉ SIRVE EL PLAN DE EXPORTACIÓN?
Es un documento muy importante, sobre todo en las fases iniciales de un proceso de internacionalización a la hora de definir estrategias y objetivos. Su función es esencial, es la guía a la que te referirás durante el viaje.
También sirve para convencerte de lo adecuado de las decisiones que has tomado cuando tu camino se vuelve tortuoso o cuando los resultados son difíciles de obtener.
No temas, si todo o la mayor parte de lo que has puesto se basa en una base sólida, los riesgos se calmarán y la conciencia de tus medios y capacidades será mayor.
El Plan de Exportación no sólo es útil para la persona que lo ha elaborado, sino para todo el equipo que va a participar en el proyecto, al igual que su puesta en común puede extenderse a los socios y/o inversores. Sin embargo, se diferencia de un verdadero Plan de Empresa en que tiene una estructura más reducida y operativa. Sin embargo, algunos de los elementos del Plan de Exportación pueden encontrar su lugar e integración en el propio Plan de Empresa.
¿QUÉ INCLUYE EL PLAN DE EXPORTACIÓN?
El Plan de Exportación contiene información importante sobre el proceso de internacionalización. Algunos de ellos son cruciales para no cometer errores desde el principio. El documento debe contener necesariamente:
1. Descripción de la empresa y su imagen inicial, del equipo y de los productos y servicios que se van a «exportar», de los KPIs…etc.
2. Elección del país extranjero en el que se pretende invertir
3. Definición de la estrategia de entrada (directa o intermediada)
4. Plan operativo y digital
5. Plan de negocio con proyección de tesorería
6. Objetivos a corto y medio plazo
7. Simulación del peor escenario posible
El orden establecido puede modificarse a su gusto. Puedes eliminar los puntos que consideres no esenciales y ampliar los más estratégicos. En el primer y segundo punto, puedes incluir información sobre el mercado objetivo: demanda, competencia, consumo, poder adquisitivo, cultura, etc.
El análisis de la competencia es esencial, sobre todo si no se tiene un conocimiento profundo del mercado extranjero, sino que se conocen los competidores ya presentes en él. Este estudio proporciona información útil para ayudar a definir la propia oferta, los precios, los servicios de preventa y postventa y la cadena de suministro.
En los próximos tutoriales entraremos en detalle en cada punto y en las fuentes de información más fiables y útiles.
Mientras tanto, céntrate en tu sueño y en tu proyecto y empieza a elaborar la estructura y el timón de tu Plan de Exportación.
Fuente: por la redacción de Exportiamo redazione@exportiamo.it, traducido y adaptado por Exportamos info@exportamos.info
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