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INTERNATIONAL TRADE

Strategies for selling internationallyThe 7th Annual Security Summit

Sree Sanyal

Vice-Consul & Trade Commissioner

Consulate of Canada, San Diego

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Trade Commissioner Service – Who We Are?

A worldwide network of international business development professionals, committed to advancing Canada’s interests abroad.

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What we do?

Trade Commissioners support: Outbound trade Canadian investment abroad Foreign investment in Canada Science & Technology collaborations

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Key Services – What we do?

Preparation for international markets Market Potential Assessment Introductions to key contacts in local markets Assistance in resolving business, investment or other market-access problems

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How we do it?

Work one-on-one with our clients

Report key business intelligence to clients

Develop our base of local contacts

Support incoming and outgoing trade missions

Programs – ExportUSA, Leap!Canada

Participate in special events that raise Canada’s profile

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Measuring Success

Organizational need to measure whether our time and resources are being used effectively to advance Canada’s business interests

Performance Tracking System

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Performance Indicators

Key Monthly Indicators: Outcalls Service Requests Business Leads Investment Leads Business Reports Advocacy Reports Media Reports Events Successful Transactions

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Successful Transactions

Key measure of success – Transactions

Transactions defined as: When a client (exporter, investor or technology

organization), has successfully established a significant relationship or completed a transaction with a local/Canadian organization. The transaction may range from a distribution or cooperation agreement to a sale or large investment

(inward/outward).

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Successful Transactions2009

Cubic signs NDA with Cast Software & Dark Matter Labs

Xanatos sells Marine Surveillance System to Puget Sound

Immunovaccine Technologies Inc. collaborating with La Jolla Institute for Allergy and Immunology

Seacoast Science opens subsidiary in Ontario, Canada

ISE Inc. offers IPO on the TSX

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Highlights: 2009 - 2010

HMCS Protecteur and Ambassador Doer in San Diego Forum for

delivering key advocacy messages

Introductions to key local contacts Rear Admiral

Michael Bachmann San Diego Fire

Chief Javier Mainar

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Highlights: 2009 - 2010

AFCEA West 2010 Canada Pavilion 10 of 10

companies said strong business development resulted from their participation

Delivery of key advocacy messages, eg: Buy America provisions

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Highlights: 2009 - 2010

The Security Network in Canada TSN President,

Michael Jones, in Montreal, Ottawa, Toronto, St. John’s, Halifax

Met over 60 companies in defense/homeland security

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Highlights: 2009 - 2010

San Diego Maritime Week

Two incoming missions from Canada

British Columbia and Newfoundland

One-on-one matchmaking for companies

Planning for follow-up missions underway

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Highlights: 2009 - 2010

TSX Cleantech Roadshow Increased

understanding of financial alternatives available outside California

Success story: ISE Inc. goes public on TSX

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Highlights: 2009 - 2010LEAP! Canada

Leap! Canada designed as a multi-phase commercialization program for Canadian technology companies looking to utilize the San Diego market as a market “beachhead”

Successful completion of the LEAP - Pilot Program, Western Canada stage

Over a 100 companies reviewed in Phase I Bootcamps

20 companies advanced to Phase II 3 final companies selected for mentoring