Pricing your products and services for export
It pays to think clearly about your pricing structure before you try to tackle a new market. It is a key component of your market entry strategy and driver of future profitability. Following a methodical approach to pricing will help you ensure you don’t over-price or under-price your product or service.
Pricing for Export
Our pricing templates are designed to help you work out your export pricing using two approaches: 1-cost plus, 2-top down. These two approaches should be used in parallel.
I would like to find out how to start exporting
If you’re thinking about starting an export business, or taking your current business into overseas markets, you’ll need to build a solid export plan.
A great place to start is with our export plan template. This will help you to think about:
- your objectives and goals for your export business
- what your target market looks like – market size and trends, economic factors, and compliance issues
- your strategy for entering the market – what you’ll be selling (and any adaptations that might be needed), the market niche you’re targeting, who your customers are and what they want, where you sit against your competitors, and your channel and pricing strategies
- your sales and marketing plans – including your sales process, marketing and promotional activities, and your marketing budget
- the extra resources you’ll need – added capacity, people, business systems, and financial resources
- how to measure your performance, including financial, marketing and business key performance indicators (KPIs).
Our Export Essentials guides are a great place to start with this. You might find the guides below particularly useful:
- Researching and selecting export markets – how to get the right information about different markets, and decide which is right for you
- Understanding your value proposition – how to make sure you’re offering something that overseas customers will buy
- Understanding the cost of exporting – how to work out if you’ll be able to make money through exporting, and what costs you need to include in your pricing.
You can see our full suite of resources on our Export Essentials page.
I want to research an export market
Detailed research is a must-do before tackling any new market - so if you’re asking this question, you’re on the right track.
Our Export Essentials guide to researching and selecting export markets is a great place to start. This includes background on good places to seek information – including online resources and databases, industry associations, and in-market research – as well as how to plan your research out, and use the results to make decisions about your next market.
Our market guides are a good introduction if you're researching a market or planning to visit.
You’ll also find research pulled together by NZTE's in-market teams in our News section by filtering on 'resources' as Article Type. We add new resources to our News section from time to time, so it’s a good place to keep visiting when you’re planning new market research.
I want to find funding for my export businessIf you’re working out how to fund your export plans, take a look at our useful Export Essentials guide to funding your export growth. This includes information on debt funding and external (investment) funding - the two key options for export companies wanting to expand.
The first step in funding your plans is knowing what they’ll cost – so if you’re starting a new business or considering taking your company into overseas markets, make sure you also check out our Export Essentials guide to the cost of exporting.
Some government grants are available for businesses in New Zealand, but most involve co-funding, meaning you’ll need to at least match the money that you’re given.
For information on government funding for your business, visit Business.govt.nz’s useful page on government grants and what you can get help with.
The Export Credit Office can also help you with understanding how to access trade finance when you're delivering on export contracts.
For information about NZTE’s own funding offerings and how they work, visit our page on funding.