Super Rod on brink of major US success

In June 2009 the Welsh Assembly Government took the largest ever Welsh trade mission to the US. It was timed to coincide with the Smithsonian Folklore Festival in Washington, at which Wales was the featured nation. Attracting a million visitors, it was also an ideal backdrop to promote Wales business proposition.

One of the first success stories to emerge from the Washington 80 mission was Super Rod, whose ingenious device radically reduces the time to install electrical wiring. MD Malcolm Duncan has just returned from his latest trip Stateside – having secured even more outlets.

Malcolm Duncan shows little signs of jet lag after his latest trip to the US. But winning important new distributorships can have that energising effect on people.

The latest distributorship is now in place, giving him a total of 1200 locations across the US. All this has been achieved inside 12 months but, as he explains, preparation and research has been crucial to the speed with which his products have been adopted… and the recession has also played a part.

“We have a product that saves money and gives our customers a competitive edge,” says Malcolm. “That always plays well in a downturn.”

But, above all, he stresses the need for British companies to go to the US in person – and keep persisting. “Ultimately people want to deal with other people,” he says. “I can’t emphasise too much the importance of ‘pressing the flesh’, and building a relationship. You also need to recognise that you cannot treat the US as just one market. It isn’t – in fact it’s far more like Europe… in terms of size and different markets to reach. But the market is so huge that it justifies the effort, and that’s where help from ITOs can really play its part.

“The size also means that distribution costs more, and you have to allow for this in your pricings – but fortunately our product is so unique that it hasn’t affected take up.”

Another tip that Malcolm is keen to pass on to any aspiring exporter is to strive to get a Queen’s Award. “That has really played in our favour,” he says. “Companies there take it very seriously – and it’s always a great conversation starter when you can talk about going to Buckingham Palace to receive the award from the Queen!”

Having used IBW (part of the Welsh Assembly Government) to introduce him to the US market at the beginning of this year, Malcolm is still making good use of their services to help him cement his foothold in the States. “I can’t thank IBW enough for the help they have provided so far, and they have demonstrated that the better the brief you give them, the better job they can perform on your behalf.

“We’ve already gone past our first year’s target – and 2010 looks to be really busy. I already plan to make about eight trips here next year – that’s how important it is to build relationships in the States.”

And if all that wasn’t enough, Malcolm is looking to make a mark in Europe in 2010 – by attending a major exhibition in Cologne.

For Welsh Companies Contact

Welsh Assembly Government

Plas Glyndwr

Kingsway

Cardiff

CF10 3AH

Tel (UK): 0845 010 3300

Tel (Overseas): +44 (0) 1443 845500

E-mail: ibw@wales.gsi.gov.uk

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