A manufacturing client partnered with the Florida SBDC at UCF to grow its international footprint. While the company had been exporting for over two decades, international sales only accounted for about 10% of total revenue. With rising global demand and untapped market potential, the client sought targeted support to accelerate international growth.
Challenges Identified
Despite a strong domestic brand and decades of exporting experience, international sales remained a smaller share of the company’s total revenue. The company was searching for a data-driven strategy for identifying and prioritizing global markets that could help propel them toward their next stage of growth. Internally, they faced additional challenges: optimizing relationships with commissioned sales reps, expanding their dealer network, increasing brand awareness, improving margins and cash flow, and developing a clear strategic plan for the future.
Key Areas of Support
- Export Planning & Market Strategy: The Florida SBDC worked with the client to assess existing export activity and outline opportunities for growth. The team developed a strategic goal to raise international sales from 10% to 30–50% of total revenue.
- Data Analysis & Market Prioritization: Through the Export Marketing Plan (EMP), consultants helped the client evaluate global opportunities and determine where to focus resources for maximum impact. Financial ratios and sales metrics were reviewed to support entry decisions.
- New Markets: With STEP grant-funded travel support, the client secured new distributors in several international markets and expanded its U.S. dealer network significantly—adding 58 new domestic dealers in 2024 and 17 more in early 2025.
- Operational & Financial Alignment: The Florida SBDC provided tools and recommendations to improve financial reporting, update pricing strategies, evaluate rep performance, and refine marketing ROI. The company implemented an 11–15% price increase, eliminated underperforming sales reps, launched a tiered dealer program, and paid off its line of credit and term loan.
- Ongoing Collaboration: In addition to strategic planning sessions—including a full SWOT analysis and Vision/Traction Organizer exercise—the client continues to work closely with the SBDC team. Together, they’ve improved social media engagement, streamlined online ordering for reps and dealers, and increased their credit line to support growth.
Outcomes Achieved
The client now has a comprehensive export strategy and strategic growth plan. Revenue grew 13% in 2024 and 2025 sales are projected to increase by another 25%. They’ve expanded their workforce, added new products and dealers, improved financial management, and strengthened their positioning in their market. While international business remains a growth opportunity, the company is on a strong trajectory thanks to deep, ongoing collaboration with the Florida SBDC.
Why This Matters
95% of the world’s population and more than 70% of the world’s purchasing power is outside the U.S. Research shows that more than 95% of exporters are small to medium-sized businesses that together produce two-thirds of Florida’s total export value. Support services from the Florida SBDC Network (submit a request for consulting) and statewide partners like SelectFlorida help clients take their business to the next level.
Written by:
Amy Newburn
Research & Data Analyst Director
Florida SBDC Network State Office
