New California Beachhead Helps NZ Exporters

Breaking into the US market has become easier with the establishment of a beachhead for New Zealand businesses in California. LinkUS, which has offices between Los Angles and San Diego, provides research, representation and logistical support for small to medium sized NZ businesses wanting to gain a toe-hold in the US.

Founder Cheryl Deppe describes LinkUS as a source of practical advice and assistance to make it as easy as possible for NZ companies with limited resources to build relationships with potential US customers and suppliers.

According to Deppe many smaller New Zealand companies have great products and services but lack resources to develop export markets. "Our aim is to take some of the market development pressure off by offering a pay as you use service with no establishment cost or hassle," she says.

LinkUS uses an extensive network of US contacts to provide specialist advice on everything from leasing commercial real estate to marketing to the Hispanic community.

Deppe says the highly competitive US market is becoming even more specialized. She cites the changing demographic nature of California as an example. "Thirty five percent of Californians are now Hispanic - a market with purchasing power of over 581 billion dollars. This is rapidly becoming the most significant market here, and it's one that NZ companies have little or no knowledge of," she says.

Since starting the company, Deppe says she has found that many NZ companies often want small pieces of very specific information to help formulate plans.

"Because we are on the ground in the US, an hour or two of our time can often uncover enough information to put them on the right track at a fraction of the cost of conducting that research from New Zealand.

"But most importantly, we can put that data in context which is where the real value for NZ companies lies. Often companies look at the US and think this is a huge single market that will be an easy sell. What they forget is it is also one of the most competitive, regulated, and dollar conscious commercial environments in the world," she says.

According to Deppe, tapping into the right networks is the key to getting accurate and timely information. "In the past it has been difficult for small New Zealand companies to get established in the US. We hope LinkUS will improve their chances," she says.

LinkUS offers a unique pricing structure which allows NZ companies to get access to information and advice for a low flat monthly fee.

The company complements the service offered by New Zealand Trade and Enterprise by focusing on smaller companies who may not have the resources to go through a formal application process to receive government assistance.

Ends.

Posted: Wed 30 May 2007

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