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The value of the learning journey

Tony Wright of Aberdeen-based Phoenix Polymers was looking for a fast-track route into Houston for his newly-established company. He joined one of the learning journeys organised by Scottish Enterprise Grampian, and explains why this route made the best use of his limited organisational resources...

When you forsake the relative comfort of working within a large organisation for the hard slog of running your own business, overseas sales visits are one of the most obvious indicators of your altered circumstances.

Tony Wright, managing director of Aberdeen-based Phoenix Polymers International, worked for many years with one of the world's largest engineering groups prior to launching his fledgling company in the summer of 2003.

He was therefore only too aware of the difficulties he faced in trying to get a good personal feel for overseas markets.

"The company with whom I started my career had people in over 100 countries round the world," he recalls

"So, no matter where you went, you were always met at the airport by a local colleague who knew the scene, knew what was going on and had made all the necessary arrangements for you."

The key to market entry

Aware that he lacked the organisational resources to update his knowledge of the key US deepwater buoyancy market, Wright turned to Business Gateway International Trade manager Colin Crabbe for assistance.

"I could see that Tony's was a slightly unusual case," recalls Colin.

"He was very clear in what he needed to do at this stage in his company development - and yet he was equally realistic in what he knew he couldn't yet take on."

Phoenix Polymers had been set up to attack a gap in the growing deepwater subsea market for buoyancy and polyurethane products.

From his first-hand experience, Wright knew that the emergence of ever-deeper offshore operations in West Africa , Brazil and the Gulf of Mexico held significant potential for manufacturers who could produce high quality, low-density buoyancy foams.

Wright knew that Houston, along with France and Aberdeen, held the key to successful market entry, and he was aware that, even before starting manufacture or distribution, it was vital that he acquire a firm handle on the dynamics of this increasingly complex market.

Colin Crabbe suggested to Wright that he join one of Scottish Enterprise's popular learning journeys - intensive, highly-organised in-market group missions to strategic US hi-tec markets.

"From his extensive industry experience, Tony knew exactly who his key customers were," recalls Colin. "But at this early stage in his plans, he really didn't want to speak to potential customers - he needed to get face-to-face with potential agents about what the current market was like, and where it was going - key market intelligence which would underpin his sales strategy."

Colin put Tony Wright in touch with the Competitive Business team at Scottish Enterprise Grampian, who quickly arranged for him to join an autumn learning journey to Houston in company with another dozen North-east exporters.

Formative experience

The flexible format of the journey turned out to be ideal for Wright. Just like the good old days, all the travel, accommodation and meetings were set up on behalf of the delegates so they could maximise their effort on their ground.

Many delegates on past learning journeys have commented on the group synergy that emerges from such an intensive team effort, and Wright agrees that you can have valuable added credibility in your meetings with overseas contacts when you wear the Scottish Enterprise hat.

In his case, however, his customer base was uniquely specialised, denying him much of an opportunity to share contacts or exchange prospects with other delegates.

"I can see nonetheless how valuable the internal networking is on these journeys," he confesses.

"And although some of the in-market presentations - for example on the legal do's and don't's of setting up a US office - were probably a bit too early for me, the format was sufficiently flexible for me to concentrate more intensively on acquiring critical first-hand market data to help me identify the risks of market entry - the 'how, when and where' issues."

"The whole thing really was awfully well organised, and the meetings went like clockwork.

"In fact, I'm now such a fan of the concept, that I will now wait for a similar chance to explore the West African market rather than tackle it on my own!"

Building the team

As a direct result of taking part in the learning journey a mere three months after setting up the company, Tony Wright was able to put in place a highly-focused market entry programme.

Having kept together a small design and production team from his previous employment, he moved into a factory on Aberdeen 's Abbotswell Road and quickly developed a portfolio of high-performance buoyancy modules and pipeline protection products.

"Although we are still new kids on the block, our customers have been impressed with our expertise and market knowledge, and we're now concentrating on getting on to the critical bid lists," he reports.

"Through BGIT and Scottish Enterprise, we now get regular updates on the Houston action and have a convenient direct focus point for our next phase of export support."

Tony Wright can be contacted on (tel) 01224 897500, email t.wright@phoenixpolymers.com