EDB conducts coaching program to enable SMEs to access export market

The Sri Lanka Export Development Board (EDB) – Regional Development division implemented an Export Coaching Program as a pilot project for 25 selected, export potential SMEs that are registered under the EDB – New Exporter Development Program and assist them to develop capacities to enter the export market.

The program consisted of three phases and in the first phase, the companies were evaluated by an interview panel comprising of EDB officers, and the 25 most suitable SMEs for the coaching program were selected from 70 applications received. In the second phase, individual coaching sessions on Export Marketing Planning were conducted by a selected team of EDB officers who were trained by the International Trade Centre (ITC) in 2019/2020 as Export Marketing Planning (EMP) coachers. 

During these sessions, SMEs were guided by the EDB officers to develop their export marketing plans and the SMEs were appraised of export audit, exploring opportunities in the export market, and strategic decision making on export market-entry options. Later, export marketing plans and action plans were developed by each individual company by their own through the guidance of EDB officers and submitted to the EDB during the second phase and feedback was provided to improve their plans. 

As the final phase, a market-pitching program was held on 10 December virtually (due to COVID-19 health guidelines) where the selected SMEs presented their export marketing plans with details of their funding requirements to obtain the services that are identified as key to expand their business internationally such as Market Intelligence, Product Development, Quality improvement, Capacity Development, Packaging, and Marketing and Branding to an external evaluation panel. The panel was represented by International Trade Centre National Expert Dr. Dayaratna Silva, University of Colombo Faculty of Management and Finance Professor B. Nishantha, and Sri Lanka Institute of Marketing Senior Vice President Nuwan Gamage.

Accordingly Export Marketing Plans presented by Unicorn Tyre Retreads Ltd., Kandrick Tea Beverages Lanka Ltd., Nature’s Wellness Ltd., Ceylon Dhee Ayurveda Ltd., Gamma Chemicals, Hela Coco Energy Ltd., Healthy Foods Lanka Ltd., Kadadasi, Liven, Nature Wins Ltd., Navigata Foods Ltd., Pranaya & Tilma Lanka Ltd. were selected as the Best Export Marketing Plans at the market-pitching program held at the EDB on 10 December.

It has been observed that a large number of Sri Lankan SMEs are offering unique products to the international market but do not get adequate attention from the buyers due to lack of proper export marketing planning for targeting and positioning products in niche markets. Therefore, it has become a priority of the EDB to recognise the export-ready SMEs, guide them to develop their export marketing plans and assist them to develop capacities and competencies to promote products in potential markets to attract international buyers. EDB plans to continue this program in order to provide opportunities to more SMEs to enter the export market which is much needed at this time to bring more foreign exchange to the country.