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Patience pays off for Sysdoc

Having people on the ground in the UK is absolutely vital if you want to build a successful and sustainable business, says Katherine Corich, Founder and Director of Sysdoc, New Zealand’s leading document and learning organisation.

Sysdoc specialises in the integration of knowledge management practices, business process optimisation, learning management solutions and online documentation.

Over the past nine years Sysdoc achieved significant success in the UK.

When it started exporting to the UK in 1999 Ms Corich ‘led in’ with nine months full time on the ground. During that time she employed a UK-based CEO who was sent to New Zealand for six months “to experience a fully flourishing and mature Sysdoc in New Zealand”.

The firm won business quite quickly following its initial entry into the UK, says Ms Corich.

“We had carefully planned our target market sectors, key target customers and service lines to focus on prior to entry. We knew our unique selling point and we were able to articulate it clearly, showing potential customers the tangible benefits – cost savings and increased productivity – that using Sysdoc services and products would deliver for them.

“That said, the lead time for a sale in the UK is substantially longer than it is in New Zealand and this is the biggest hurdle that New Zealand companies need to plan for. It takes serious funds to go the distance here. However, when you do the rewards can be greater.”

Eighteen months ago Ms Corich relocated to the UK to help Sysdoc as its moves to the next phase of its global strategy and growth.

“We wanted to send a clear signal to the market that we are here for the long haul and really serious about growing our business.

“If you don’t have senior people on the ground then the market will not take you seriously. You may win one-off projects, but it is unlikely that the UK business will become sustainable. The UK is a mature, highly competitive and unforgiving market. If you are not seen to be totally committed to the market, your clients and partners will not return the levels of commitment that you need to build a sustainable, profitable and growing business.”

Relationships are also “absolutely vital”, says Ms Corich, who adds that being a member of New Zealand Trade and Enterprise’s Beachheads programme in the UK has helped open doors and accelerate the firm’s success in the market.

“Business in the UK and Europe depends on long-term relationships and trust; to succeed you must establish deep and enduring partnerships.”

And don’t assume that being a New Zealand company will help your progress.

“That’s not a safe or valid assumption. Individually New Zealanders are loved because we are known for a strong work ethic and flexibility. In business, we are subject to the same scrutiny and prejudices that exist in people’s life and business choices.

“There is no more certain way to grow your business than to exceed client expectations so that your customers do the talking for you.”

Originally published on the NZTE website in June 2008.