When the U.S. market is saturated, entrepreneurs need to acquire the skills to tap global markets.
, growth for your company could be exporting outside the United States,” according to Laurel Delaney, an expert in exporting and the founder of GlobeTrade.com and Women Entrepreneurs Grow Global . She is also the author of“The natural hair market in the U.S. is becoming saturated,” said Aisha Ceballos-Crump, founder and CEO at Honey Baby Naturals. “There are now three to four brands with similar stories and ingredients to my products.
Ceballos-Crump graduated from Purdue University as a chemical engineer. She had worked in the industry for 15 years, doing everything from determining ingredients, formulations, manufacturing, sales, distribution, and marketing. She also knew the benefits of honey. Her grandmother had used it in everything from tea for the sick to creating hair and skin treatments.
The goal was to create reasonably priced products — not the lowest. Ceballos-Crump refused to scrimp on using locally sourced ingredients and domestically made packaging. However, she could save money by sourcing the triggers and sprayers from low-cost manufacturers elsewhere in the world, which would allow her to pass the savings on to consumers. Marketing costs are kept low by relying on social media, influence marketing and public speaking engagements.
“Because buying shelf space is so expensive, we kind of hit the wall in domestic sales,” said Ceballos-Crump. To continue to grow her company, she decided to export Honey Baby Naturals. Since exporting required a lot of additional learning, she joined ExporTech, a national program offered in Chicago that is put together by the National Institute of Standards and Technology’s Manufacturing Extension Partnership program and the U.S. Export Assistance Centers of the U.S. Department of Commerce.
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