What was the next challenge?
When we looked at how to design and implement the programme,
the main challenge was to find a local organization to be the
implementer. It was decided that the Small Business Development
Centre would be the co-ordinator. We also invited in some
private institutions dealing with trade promotion in order to
create a critical mass in the number of domestic teams.
Was it a problem that you called in someone from North
America?
Because Barbara [Mowat] came from a well-developed part of
the world, the whole initiative gained in attractiveness for
small businesses in Slovenia. It was the major benefit of this
programme. We received some criticism from would-be domestic
promoters who said we could do it alone without foreign advice.
For me personally, and the team around me, it was the opposite:
we were totally convinced that somebody who knows the market we
were trying to sell to was absolutely essential. When she was
introduced to the small business community, we became convinced
that it was going to happen and it would be a success.
What benefits did you get from an outside consultant?
Sometimes when you look at potential products from inside you
don’t see the importance of these products for potential
markets. She brought in merchandise specialists from Canada and
USA to tell us: OK this product has potential, this product has
to be a little bit re-designed, this product might be a little
too expensive etc. They gave hundreds and hundreds of pieces of
practical advice to producers to be more competitive on the US
market. It was a practical approach, practical training, not
just theory about what is the right marketing mix, etc.
What was the response?
We made an open call for entries. We were extremely surprised
that right at the beginning we received applications from more
than 130 potential producers to join the programme. We were
even more surprised when the merchandize specialists identified
70 of them as potential products for the US market, and 67 of
them decided to attend the Los Angeles show (21-24 July 2001).
They not only received very practical assistance, very practical
advice and very practical training in the seminars led by Barbara,
but our domestic teams, too, attended the first seminars and
she trained them so that in the future, they can provide most
of the assistance directly. So we will use foreign expertise
only for specific activities such as the assessment process.
In addition, we found that this model, the experience that we
gained through this cooperation between national institutions
with private providers from outside, could be easily replicated.
So now we are discussing the issue with stability pact
countries, mainly former Yugoslavian republics: how we can use
this model and adapt it to their situation as well, because we
know that all former Yugoslavia is especially rich in arts and
crafts, and I believe they are the first range of products that
might be more exportable.
