Chamber International Academy: Meet our Mentors
Why Mentorship Matters in International Trade
For businesses seeking to expand internationally, mentorship can be the difference between costly missteps and strategic success. International trade is an exciting yet complex journey, requiring deep market knowledge, cultural awareness, and a solid strategy.
More than just exporting goods or setting up an overseas office, international trade requires a nuanced understanding of foreign markets, regulatory landscapes, and business etiquette.
Ian Houston, a Global Scot and international trade expert based in Washington, D.C., said: “We all need a guiding voice. It’s vital for businesses to reach out to experts who can deepen understanding.”
Iain McArthur, who built a multimillion-dollar business in the Middle East, emphasises the importance of experience-based guidance: “I always listened to advice from seasoned professionals who have spent considerable time on the ground in each overseas market.”
Key Challenges in Global Expansion
1. Understanding Local Business Practices
Many businesses assume that what works in their home market will translate seamlessly abroad.
Mandy Queen highlights the importance of cultural awareness. She said: “What worked in the UK did not always work in new markets. Expanding internationally requires more than just translating your existing marketing materials, it means adapting every aspect of your brand to resonate with the local culture and consumer preferences.”
Iain McArthur echoes this sentiment, stressing that personal relationships play a critical role: “You must learn to connect at every level with individuals in the overseas markets. Build personal relationships with key players. this makes trading considerably easier.”
2. Choosing the Right Market Entry Strategy
Businesses often try to tackle entire regions at once, spreading their resources too thin. Ian Houston advises a more focused approach: “Pick a couple of cities versus trying to focus on the entire country. In the case of the US market, it is simply too large to approach as a whole- pick a place or city and build out from there.”
Gerry Higgins, who has built extensive connections across Norway, Singapore, and China, adds that finding the right local partner is crucial. “Aside from the technical challenges of tax and import/export regulations, selecting reliable local partners with similar visions and values is key.”
3. The Cost and Commitment of International Expansion
International trade requires significant investment—not just financially but also in time and effort.
“You can’t run an international operation from a desk in this country,” says Iain, Founder and Managing Director of Lilac Jobs. “You must physically visit the countries where you wish to trade.”
Mandy Queen underscores the importance of strategic investment: “Expanding internationally is expensive, and markets like Hong Kong rank among the most costly in the world, so you need to be ready. Businesses need to ensure their product or service is a good fit for the local market and be willing to adapt if necessary.”
Lessons from Global Trade Success Stories
Each of these mentors has played a pivotal role in international business success stories, offering lessons that can inspire and guide other businesses.
Ian Houston was an active voice in eliminating tariffs on Scottish whisky in the US. This policy advocacy not only helped individual distilleries but also reinforced the broader economic relationship between Scotland and the US.
Iain McArthur successfully introduced high-grade engineering plastics to the Arabian Gulf marketplace, growing his business from zero to $11 million in annual turnover. His experience demonstrates that patience and persistence pay off in global trade.
For Mandy Queen, one of her most rewarding projects involved building an annual Young Chef’s Competition in Hong Kong to promote meat from Britain in Asian dishes. This “East meets West” initiative helped promote British food products while respecting and nurturing local culinary talent - proving that creative, localised engagement strategies can drive international success.
Advice for Businesses Taking the First Steps
- Do your homework. Research your target market thoroughly. Learn about local customs, regulations, and business practices before diving in.
- Build relationships. Personal connections matter - spend time in your target market and engage with local partners.
- Start small. Focus on one or two cities or regions rather than spreading yourself too thin.
- Be adaptable. What works in your home market may not work overseas. Be open to modifying your approach based on local consumer behaviour.
- Seek mentorship. Learning from those who have been there before can save you time, money, and frustration.
The Future of International Trade
One of the biggest shifts is the need for businesses to integrate digital strategies while maintaining a personal touch.
“Overreliance on digital tools can be a risk,” warns Mandy Queen. “AI and digital marketing can be useful, but they are not standalone solutions.”
Ian Houston notes that as global markets expand, domestic industries may sometimes perceive them as a threat rather than an opportunity. “The challenge will be to ensure that domestic markets don’t see global trade as damaging to local communities.”
For businesses ready to take their first step, mentorship is not just a resource, it’s a game-changer. Get in touch to find out about gaining the support of a mentor.
