IT’S YOUR BUSINESS
The World’s Open
for Business
by Candace Shiver
T
here is much talk about “Going
Global”. Why? Why should entrepre-
neurs and especially small businesses
even consider the global market?
Why expand into a foreign country when
the United States is rich with consumers?
There are a number of reasons and
motivations for going global. Let’s start
with the remarkable truth that 95% of the
world’s consumers actually live outside of
the United States! This simply means the
WORLD is open for business! So, funda-
mentally, companies often trade internation-
ally to access markets beyond their home
base and to expand the success they may
experience domestically to other markets.
At times, companies will find that selling to
other countries leads to more profitability
than doing so at home.
In addition, tapping into the interna-
tional market can diversify your consumer
base and thereby reduce your risk as
changes occur in the domestic market. For
example, if unforeseen circumstances or
economic conditions cause for decreased
demand for your product or service at
home, or if you are the owner of a seasonal
product, the ability to look to outside
markets for opportunities and new buyers
for sales may be the answer to your compa-
ny’s ongoing success and competitiveness.
The exposure and potential global
brand awareness can be great if carefully
planned and properly guided. So, if you
have a vision outside of your home base,
even if long-term, don’t lose it; seek assis-
tance; go at it strategically; and before you
know it, you’ll begin to see the rewards of
your diligence and patience. The global
market can be a wise decision to pursue for
your company and its longevity!
Candace Shiver, Esq. is CEO & Managing
Partner, Shiver & Associates, a strategic govern-
ment relations and business development firm
with offices in Columbia, SC & Washington, DC.
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