The Animology brand from Group55 has grown dramatically over the past few years, achieving great sales in both the UK and international markets. 

"We value our UK customers, many of whom have been tremendously supportive, but the insurance for our business is our export market," said Stephen.

"Exports give us cash flow and allow us to develop and invest in our business. Hand-in-hand with this is our membership of PetQuip and their support when we exhibit at international trade shows as part of the British Pavilions.

"I recommend that anyone starting out should use their association membership to the full. I talked to the team at PetQuip until their ears bled."

So what advice would Stephen give to those pet companies seeking success in the export market? Here's his five-step approach:

1. Take advice – it saved Animology from making costly mistakes.  They listened to experienced members of the PetQuip team and UKTI. They also chatted to fellow members in the PQ association, many of whom were happy to pass on their experiences – networking can be invaluable.

2. Research – they tapped into the PQ database resources, used the internet, attended Meet the Buyer days at PQ to find out what buyers were looking for and signed up for the Passport to Export scheme. In particular they researched different markets.  For example, some markets may want different terms and do they need a marketing contribution.  Another point to consider, do you need to register your products, how long does it take and how much will it cost?  Make sure you know what is needed.

3. Keep it simple – if a product needs a lot of information in English to sell it in the UK, what chance have you got overseas? Keep your messages short and rely on branding, nothing then gets lost in translation.

4. Set up distribution first – the vetting process is crucial. Ask a prospective distributor for a company profile and a marketing plan on what they are going to do with the brand and the products. You then have a good understanding of who their customer base is, where they are going to sell and how they are going to do it. Set up a minimum order pro rata to what you think the market is worth, for example Malta is not going to be the same as distribution in the USA.  Don’t give credit away and decide your delivery mechanism. All Animology deliveries are ex-works, a distributor has to arrange collection, shipping agents can be recommended but not organised.

5. Packaging – make sure it satisfies global requirements. Animology products have seven different languages on the back, making them ready to sell anywhere in the world (the products are over-stickered in Russia and China, a common practice).

For more information on Animology visit www.animology.co.uk and on PetQuip www.petquip.com