Step-by-step guide to creating an export plan for your business 

Expanding beyond borders isn’t just about opportunity—it’s about preparation. A well-crafted export plan helps you navigate the complexity of selling internationally while minimising risk and seizing the right opportunities at the right time. 

For entrepreneurs across Eastern Europe and Central Asia looking to tap into new markets in Europe, North America or East Asia, this guide walks through the essential steps to build a strategic export plan that works in the real world. 

Conduct market research 

Not every product fits every market—and that’s perfectly fine. The key is to focus your efforts where demand, accessibility, and alignment meet. 

Where to begin: 

Use export tools and data from platforms like ITC Trade Map, UN Comtrade, and national export promotion agencies. 

Analyse customer behaviour, purchasing power, and product preferences by region. 

Study competitors already active in your target market. 

Example: A Romanian skincare brand used trend analysis and demand data to select Japan as its first export market—capitalising on a growing interest in European clean beauty. 

Understand legal and regulatory requirements 

Each country has its own set of rules—and non-compliance can lead to delays, fines, or worse. 

Key actions: 

Research product labelling, packaging, and documentation standards. 

Identify necessary certifications (e.g. CE marking for the EU, FDA registration for the US). 

Understand import duties, taxes, and customs procedures. 

Example: A tech accessories start-up from Kazakhstan delayed its export launch to Germany to meet RoHS (Restriction of Hazardous Substances) requirements—saving thousands in potential fines. 

Develop a logistics and distribution strategy 

Logistics can make or break your customer experience. Plan it early. 

Consider: 

Exporting directly (ideal for early-stage testing) vs. partnering with local distributors or third-party logistics providers. 

Shipping options, from air freight for speed to sea freight for cost. 

Warehousing strategies to optimise delivery timelines and manage returns. 

Example: A Ukrainian furniture brand partnered with a fulfilment centre in Poland to serve EU customers faster, cutting shipping costs by 30%. 

Set competitive pricing and payment terms 

International pricing isn’t just about conversion rates—it’s about value perception, local norms, and profitability. 

Get this right by: 

Choosing a pricing strategy (cost-plus, market-based, or value-driven). 

Factoring in hidden costs like duties, storage, and international transfer fees. 

Offering flexible and secure payment options—credit terms, PayPal, wire transfers, or letters of credit. 

Example: A Moldovan food producer switched to value-based pricing in Switzerland, increasing margins while maintaining competitiveness. 

Create a marketing and sales strategy 

You’ve got a great product—now make sure the right people hear about it. 

Localise your approach: 

Translate and culturally adapt your messaging—this isn’t just about language, but nuance. 

Use digital ads, social media, trade shows, and affiliate marketing to build local presence. 

Partner with local influencers or B2B distributors to build credibility. 

Example: A Kyrgyz fashion brand built traction in France through Instagram partnerships with eco-conscious influencers, leading to their first wholesale deal abroad. 

Creating an export plan is about making smart, informed decisions before you leap. It helps you: 

Anticipate and reduce risks 

Set realistic targets 

Build sustainable international revenue 

Start small, test the market, adapt your approach—and grow from there. 

Next step? Choose one target market and begin your research. The world doesn’t wait. Neither should you.