Tricel

Commitment to France Pays Off for Tricel

“In France, we are a French company with French people on the ground and a nationwide French distribution network. We have a very responsive business set-up providing next day delivery once a product is assembled.”

— Mike Stack, Managing Director.

Key Takeouts:

  • Developing a range of environmental products was timely.
  • Local factories and French-speaking staff are important.
  • Enterprise Ireland toured France with Tricel in early days.
  • More emphasis on marketing within the business in recent years.

Case Study: Tricel

While attending a trade show in Evreux in France in 2009, Killarney-based manufacturing firm Tricel heard an announcement which would prove to be a watershed moment in terms of its growth in that market.

A representative from the Ministry of the Environment, Energy and the Sea told participants at the trade show that from that point on a government

licence would be required for waste-water treatment systems for one-off houses in France.

Called KMG (Killarney Manufacturing Group) at the time, Tricel went about getting such a licence for its sewage treatment products – which it managed to do in 2011 – and the company’s growth in France took off from there. It secured a significant volume of sales in its first year, and sales have doubled year-on-year over the past four years in France, according to managing director Mike Stack.

Mike’s parents Con and Anne Stack founded Killarney Plastics in 1973 to manufacture high quality composite and fibreglass (GRP) products. At that time GRP was a new and innovative material to the Irish market.

The company went on to develop its own range of products – water storage tanks and meter enclosures – and built up a strong business supplying housing and commercial buildings in Ireland and the UK.

“Things were going nicely until the crash in 2008. Sterling devalued by close to 40% and almost went to parity with the euro in December of that year. This made UK companies more competitive and the market for houses and commercial buildings started to collapse rapidly from then on,” says Stack.

“We had to think about how we could reposition ourselves so as not to be so dependent on the UK. So, we looked to continental Europe and developed a range of environmental products, including the sewage treatment solution which has done so well in France.”

Top Tips for Exporting to France:

  • France requires commitment, particularly in relation to the language.
  • Having a base in France allows for expansion.
  • Building a strong brand in France led to global re-branding.

For more detail, click here

A Strong Brand

Tricel was one of the first companies from a country outside France to get the government licence mentioned above, which has allowed the company to build up a strong brand in the market since 2011.

“What has worked well for us has been the fact that our product is simple, robust and reliable. It is made with composite materials and high quality parts – people like the fact that they don’t need to adjust it or spend money maintaining it. This is also important for distributors who don’t want to have to make call-backs once a product is installed,” notes Stack.

Recognising that the French business was going to be substantial, Tricel established a factory in Poitiers in 2011. The group’s first factory on mainland Europe, the site acts as a commercial hub for France as well as a base from which to expand to other mainland European markets and French-speaking countries. Similar to the approach it took in the UK since the mid 1990s, Tricel manufactures all the parts in Ireland and uses the French factory for assembly.

Now with 25 people based in France, Tricel is in the process of kitting out a second plant in France, in Avignon. It has started recruiting for this new operation in the south-east of the country, which will play a pivotal role as a key assembly, logistics and distribution centre.

“In France, we are a French company with French people on the ground and a nationwide French distribution network. We have a very responsive business set-up providing next day delivery once a product is assembled,” says Stack. “This is important for distributors, which are mainly small businesses in local areas. It means we can get the tanks to them very quickly.”

 

Scope for Growth

“Last year we launched our new Seta waste-water treatment tank in France to meet the demand in the holiday home market. It is suitable for both constant and intermittent effluent use.”

Further to establishing the Tricel brand for sewage systems in France and Germany the decision was made to rebrand the entire group to Tricel in 2014. It is now an established global provider of high performance solutions for the water, environmental, construction and materials industries with 12 operating locations across Europe.

Tricel currently employs 350 people, 134 of which are based at its headquarters in Killarney. “Since 2010 we have doubled our headcount and plan to employ 600 people across the group by 2020,” says Stack.

“Innovation will be the key driver of this growth. Over the past year we have switched from a cross-company approach to innovation to having someone with dedicated responsibility for this in each of the four divisions. A big thing for us has been to get better at measuring innovation and setting targets.”

The key to Tricel’s success in France has been being absolutely committed to the market since it first went there. “We have a managing director in France and the back-up of a lot of French-speaking staff both locally and in Killarney,” says Stack.

“We have taken a committed approach to all new export markets as we believe things don’t go so well generally if you just dip your toe in. In order for both customers and sales people to feel confident about our products, it is important for them to know that we have factories on the ground and people locally they can speak to.”

Tricel’s Partnership with Enterprise Ireland:

  • Enterprise Ireland outlined four pillars to focus on for market diversification
  • Members of the Tricel team took part in training courses to boost international sales
  • Paris office hugely supportive during market research and entry phase in France
  • Strategic marketing review supported by Enterprise Ireland particularly useful

Tips for entering European markets from Combilift

Based in Co. Monaghan, materials handling manufacturer Combilift entered European markets a year after it was established, directly targeting customers at first and then appointing distributors. Here managing director Martin McVicar shares his key pieces of advice.

Managing Director at Combilift, Martin McVicar

Dealing with different languages has been one of the challenges we have come up against in mainland Europe. Irish companies need to be aware that they require additional resources to achieve the same volume of business in a country with a different language, compared to an English speaking country. To overcome this challenge in Germany and France, Combilift appointed English-speaking distributors to speak to customers on its behalf as well as putting dedicated sales resources on the ground with local language fluency.

Once your product is innovative, we have found that the most effective strategy is to segment the market and carefully target customers directly, then appoint a distributor. When we had a number of users in different European markets, distributors then approached us. This meant they were 99% convinced about the product and more likely to sell well for us.

The unique selling point of your product may vary from market to market, so be prepared to adjust it accordingly. For example, in Combilift’s case, the fact that our forklift helps to save space has been most important for a lot of European clients, while timber companies in the US place more emphasis on the ability to handle long products safely.

When considering entering new markets I would advise against targeting the BRIC (Brazil, Russia, India and China) countries as they are so volatile. Russia used to be Combilift’s fifth largest market and this dropped to almost zero because of issues in the Ukraine and the devaluation of the ruble. Even though you will have to work harder to grow business in mainland Europe compared to English speaking markets, these countries provide consistent growth and are less volatile than the BRIC markets.

How Brexit drove Associated Rewinds to grow in new markets

“Our focus up to two years ago was on the UK and Scandinavian markets, so when the Brexit vote came we recognised quickly that we were very exposed”

– Eamonn Griffith, International Sales Manager

Key Takeouts:

  • A strategic decision to target EU markets in response to Brexit.
  • Niche specialists with clients that invest millions of euro in locomotives who want to maximise the lifespan of that investment.
  • The Enterprise Ireland market research support was the ideal mechanism to help realise market diversification ambitions.

Case Study: Associated Rewinds

The outcome of the UK Brexit referendum in June 2016 prompted a strategic rethink on the part of Associated Rewinds, the Tallaght-based company that is the largest independent specialist in Europe for re-engineering, repairing and maintaining traction motors for trains, trams and metro systems. While the company boasts customers stretching from Scandinavia to Spain and Saudi Arabia, it had concerns in relation to its level of exposure to the UK market.

“Our focus up to two years ago was on the UK and Scandinavian markets, so when the Brexit vote came we recognised quickly that we were very exposed”, says international sales manager Eamonn Griffith. “We couldn’t predict the long-term impact but fluctuations in sterling became a problem again very quickly. It was like going back to the pre-euro days.”

In 2015, Associated Rewinds completed a large investment of approximately €5 million in a third factory in Tallaght, increasing capacity by 30%. “Due to Brexit and our increased capacity, we took a strategic decision that we needed to reduce our exposure to the UK as quickly as possible. We targeted EU markets – France, Germany, Austria and other countries where there is a sizeable volume of train assets and currency stability.”

The company enjoys considerable advantages when it comes to exploring new markets. “We are a niche specialist in traction motors for the rail sector”, Eamonn explains. “We remanufacture and maintain the motors. Our clients invest millions of euro in locomotives and they want to maximise the lifespan of that investment. They want to get 40–50 years’ life out of their assets and maintenance is crucial. It’s like owning a car, if you maintain it well, you will get a much longer life and better value from it.”

Associated Rewinds services all the main motor brands – GM, Bombardier, Siemens, Alstom and so on – and it has earned a reputation for solving difficult problems for customers. “Our clients have different environmental challenges. Scandinavia is subject to big weather extremes, with hot summers and very cold winters. We have the experience and capabilities to redesign and rebuild the motors to suit the environment. This sets us apart from our competitors.”

One example of such a customer is the Royal Mail in the UK which, 12 years ago, was experiencing severe difficulties with motors failing and trains breaking down on the tracks. “It was causing such chaos that it got to the stage where they were told to take the trains off the line until they resolved the problem. They asked us to investigate and establish what was causing their problems which resulted in us redesigning the motors. They haven’t had a single failure since. Royal Mail has since been happy to recommend us to other rail companies.”

Associated Rewinds discussed its ambitions for market diversification with Enterprise Ireland. “We wanted to reduce our UK exposure and fill our increased capacity as quickly as possible”, says Eamonn Griffith.

The Enterprise Ireland market research support was “the ideal mechanism to help us. It enabled us to do what we intended to do much more quickly than our resources allowed us to do and helped us carry out detailed market research in each of the target countries. We put in our application to Enterprise Ireland in late 2016 and received approval in January 2017. We have made some really good progress in the past 12 months.”

The French national rail company SNCF audited the Associated Rewinds facilities recently. “We have just received our first order from them. In addition to our original target markets we have received our first orders from Spain and Belgium. Our increased access to the European rail market is a direct result of the expansion of our sales team, combined with the results of the Enterprise Ireland market research undertaken into each of our target markets.

This research helped find where there was most demand for the company’s services. “We wanted to identify companies with problematic motors. That is the sweet spot and gives us something concrete to bring to the table with potential customers.”

“I would recommend the Enterprise Ireland programme very highly to other companies. Their office network in Europe is very helpful and the Enterprise Ireland people have been around the block many times. They are knowledgeable about both the positive and challenging aspects of researching and entering new markets. Enterprise Ireland has experienced the successes and failures of many other companies before us and can help companies like Associated Rewinds avoid the pitfalls and capitalise on previous success.

Researching and validating new markets can be an expensive and a time-consuming process. The Enterprise Ireland market research support assists with that. But you need to have a very clear focus on what you want to achieve and know your value proposition for that market.”

 Learn how Enterprise Ireland’s Diversification supports can help you to develop market knowledge and prepare for the challenges of entering new markets.

 

How research helped Ventac to identify opportunities that drive innovation

“For our customers innovation is crucial. They win contracts based on performance and fuel efficiency, but noise is also a key criteria. That is where we come in.”

– Darren Fortune, Managing Director, Ventac

Key Takeouts:

  • Constant innovation in-line with legislation drove export success.
  • Enterprise Ireland’s RD&I funding enabled new product development.
  • Specialist test laboratory and manufacturing facility a major draw for European clients.

Case Study: Ventac

Ventac, a recipient of Enterprise Ireland’s RD&I funding, was named overall winner and Manufacturer of the Year at the National Small Business Awards 2017. The company supplies noise control solutions for commercial vehicles such as bus and coach, agricultural and industrial machinery and specialist machinery including truck-mounted refrigeration units and forklifts.

Ventac has overseas offices in the Netherlands, the Czech Republic and Turkey, and plans to open an office in the United States next spring. 70 percent of Ventac’s products are exported, mostly to original equipment manufacturers in Europe. Customers include Combilift, Terex (construction vehicles), Hyster-Yale (forklifts), Zetor Tractors and Alexander Dennis (bus manufacturer). “In Europe our market is driven by noise legislation,” says Fortune, “but new legislation is coming out in the US and our existing European customers see North America as a target market.”

“For our customers innovation is crucial,” he adds, “they win contracts based on performance and fuel efficiency, but noise is also a key criteria. That is where we come in. ”Ventac needs to generate new materials and products to reduce noise in vehicles, adapting the solutions for specific noise frequencies. For example, it redesigned the wheel arch insulation in tractors from a Czech manufacturer and reduced noise by 50 percent inside the vehicle. While a traditional solution might be to fit a quilt to the wheel arch, Ventac is now looking to go one step further: “We are asking why the wheel arch can’t be better acoustically. We are developing that type of product.”

Ventac sees a big future for electric vehicles, not just cars but also buses, coaches, forklifts and other commercial vehicles. Electric motors generate higher frequency noises than those of internal combustion engines and therefore require new materials. “You need different materials to treat that noise source,” Fortune explains, and Ventac has put its expertise on the case.

In 2012, the company received RD&I funding from Enterprise Ireland to develop a brush cover for road-sweeping vehicles with reduced noise, and a new floor for buses and trucks that sandwiched acoustic polymer material between thin layers of plywood. This floor was 40 percent lighter than current bus floors; for ease of manufacturing, Ventac is working to substitute the wood component.

“We are now looking to make a composite plastic that would reduce noise for passengers and reduce vehicle weight,” Fortune explains. Due to the product’s potential, Enterprise Ireland supported an Innovation Partnership between Ventac and the Irish Centre for Composites Research (iComp) at the University of Limerick.

“R&D funding has been fundamental in helping Ventac develop new products for different customers in European markets,” says Fortune. “This focus on R&D and innovation at Ventac has enhanced our reputation in our target market as an innovative solution provider.”

Ventac boasts a special acoustic laboratory where it can test mock-ups of materials and parts, and create tailored solutions. Customers can hear and measure the resulting noise reduction at their own sites or at the Blessington testing facility.

“It is a real show stopper,” says Fortune, “when we bring clients from Europe and show them our manufacturing facility and then our acoustic laboratory.” Ventac has grown from around 30 employees in 2013 to 50 today. Exports for 2017 were just under €3 million. Next spring, Ventac will open an office in South Carolina to take advantage of an automotive cluster around South Carolina, North Carolina and Virginia.

Dawn Farms Meeting Customer Expectations Through Innovation

“We have had a long-standing positive and proactive relationship with Enterprise Ireland and currently avail of its R&D support programme”

– John McGrath, Head of Business Development

 

Case Study: Dawn Farms

Established in 1985, Dawn Farms is a family-owned company and the largest specialist supplier of cooked and fermented meat protein ingredients outside of the USA. The company currently supplies world-leading food brands across more than 40 markets, including the UK, the wider EU, the Middle East and Africa, offering a “one-stop shop” to customers in the pizza, sandwich, snacking and ready meal categories.

Named Irish Food and Drink Exporter of the Year in 2016, the company employs over 1,000 staff based in state-of-the-art facilities in Naas, County Kildare, and Northampton, England.

According to Head of Business Development John McGrath, a holistic relationship-based service that puts the customer’s brand first – with product, process and service innovation playing a central role in its total value proposition – is at the heart of the company’s success.

“We have identified a number of key trends, based on consumer insights, that drive our product development pipeline”, he explains. These include the “quest for health and wellness” and “sustainable lives”.

In line with these trends, all Dawn Farms products are free from artificial colours, hydrogenated fats and MSG, while also meeting the latest standards on salt.

The company’s new Streetfood Collection, born out of its extensive investment in consumer insights, combines a bespoke cook and sear process to produce a range of Mexican, American and Korean-inspired street food cooked meat products to allow their customers meet growing demand in the hand-held snack and food to go markets across Europe. Cooked “low and slow”, this new range brings all the flavours of street food alive and comes in vacuum-sealed pouches for better and more consistent recipe and flavour delivery in store.

“Today’s consumers are seeking out authentic and better tasting food experiences”, says McGrath. “The Street Food Collection delivers on that need for Dawn Farms customers.”

 

 

The company’s Texan BBQ Beef Burnt Ends sandwich filling is another example of this consumer-led innovation in action. “Consumers today are becoming more discerning about barbecue food and this is evident in the different types of regional barbecue sauces offered in burger chains as well as the broad choice of restaurants seeking to deliver authentic American barbecue experience and tastes”, McGrath points out. “It also taps into the ‘back to basics’ food trend – a return to primeval cooking methods such as grilling, barbecuing and fermentation. The burnt ends’ concept also fits the sensorial trend towards charring, blackened and burnt textures in ingredients from meat to ice cream.”

Similarly, the company’s Italian-Style Porchetta product was inspired by traditional Italian street food. “The rationale behind this ingredient is to give food-to-go consumers an authentic Italian food experience. This fits in with the Borrowed Nostalgia food trend, where people are looking for traditional food experiences from other countries. Porchetta is a traditional Italian roasted pork delicacy, typically sold from a cart or a truck, sliced to order and served in a sandwich as a quick treat at the market or at a fair.”

“We have had a long-standing positive and proactive relationship with Enterprise Ireland and currently avail of its R&D support programme”, he adds. “This has allowed us develop a range of product and process improvements across the business that underpin our commercial strategy and foster new growth opportunities in a very demanding marketplace.”

New combined antenna solution helps Alpha Wireless maximise its potential

“The Business Innovation Initiative funding allowed us to set up an advisory group of industry experts from across the globe. We worked with them to review the market, decide what technologies were needed and develop something new.”

– Fergal Lawlor, CEO, Alpha Wireless

 

Case Study: Alpha Wireless

“The telecommunications market is changing rapidly; 5G is on the way, and new antennas are required to provide increased data capacity while meeting new stringent environmental standards and legislation” says Fergal Lawlor. “We need our R&D team to consistently come up with innovative new products so we can stay relevant.” Lawlor is CEO of Alpha Wireless, an antenna manufacturer headquartered in Portlaoise.

Alpha Wireless, a recipient of RD&I funding and Business Innovation Initiative funding from Enterprise Ireland, develops and supplies a range of antennas that allow phone masts to communicate with devices such as smartphones.

The company is export-focused; approximately 90–95 percent of its sales are in overseas markets, with North America and Israel among the biggest. A recent round of funding from Enterprise Ireland, however, saw the company develop a product specifically to suit the needs of a market a little closer to home – the UK.

Throughout towns and cities, antennas for telecommunications are now being integrated with street infrastructure, rather than mounted on large masts. This is driven by environmental aesthetics, and is rigorously policed by national planning authorities. Alpha Wireless worked closely with its customers in the UK to design a new product tailored to follow the UK’s specific regulations. Enterprise Ireland’s Business Innovation Initiative funding was key to this effort.

Key Takeouts

  • Enterprise Ireland’s Business Innovation Initiative funding allowed Alpha Wireless to respond to an emerging market need, initially for the UK market, but with the potential to expand to other international markets.
  • RD&I funding helped the company to develop a new type of combined antenna solution.
  • The new product allowed the company to increase sales, exports and number of employees.

“The Business Innovation Initiative funding allowed us to set up an advisory group of industry experts from across the globe,” says Lawlor. “We worked with them to review the market, decide what technologies were needed and develop a new concept.”

Many of the challenges were not just specific to the UK market. The combination of the industry panel and a dedicated on-site R&D department helped the company to tailor its solution and break into the market. They needed to integrate multiple antennas into a cylindrical tube that sits on top of a street pole. “UK planning permission and zoning requirements meant that we had only a 330mm-diameter tube for all the required antennas,” explains Lawlor. The challenge was to get the antenna’s multi-band functionality into that space. The Alpha Wireless researchers needed to miniaturise the technology but keep as much of its functionality as possible.

“It took us six to nine months to design the combined antenna, which was intense in terms of R&D resources. The RD&I funding came in very useful during this period and helped us increase the size of our R&D team,” recalls Lawlor.

The result was a complete suite of antennas small enough to be mounted onto a lamppost, providing coverage at street level where it is really needed. The company’s focus on learning the needs of its market, and the resulting innovative technology, has paid dividends.

Since applying for the Enterprise Ireland funding in 2015, Alpha Wireless sales in the UK are now in the millions and it has more than doubled its Irish workforce to 120 employees. It’s not resting on these laurels, though; combined antenna solutions have global potential, and Alpha Wireless has begun selling variations elsewhere, including the US, Canada and Greece.

Lawlor is enthusiastic about the funding the company received from Enterprise Ireland and explains that the application process can help companies to think strategically. “We always keep our business plan up to date, so applying for the Enterprise Ireland funding was a simple task,” he says. “However, for a company that isn’t already forward-looking then the application will help, by providing an opportunity to think strategically and plan.”

Click here to learn more about Enterprise Ireland’s Innovation supports.

R&D lights the way to LED sales spike

“Thanks to Enterprise Ireland’s RD&I grants, we do the knowledge-economy part in Ireland now. This has created jobs and been a great success for us.”

– Pat Kelly, Research, Development and Innovation Director, LED Group

 

Case Study: LED Group

Innovation in its ROBUS brand is a crucial driver of growth for the LED Group, a leading provider of LED lighting technologies, founded in 1984.

Its products, sold mainly via electrical wholesalers worldwide, offer energy savings, a long life and ease of maintenance. “Traditionally, customers put halogen fittings in their homes, but now there’s an array of LED products to choose from with far longer lifespans,” says marketing manager Deirdre Howard.

In 2014, the company set up a team focused exclusively on research, development and innovation (RD&I), underpinned by grants from Enterprise Ireland. This allowed it to win market share abroad and strategically exit manufacturing in China.

“When I came in as a research, development and innovation director in early 2014,” says Pat Kelly, “we had a relatively small share of the residential downlight market in Britain.” Kelly, who arrived at the company with a physics and engineering background, initiated a project that incorporated new state-of-the-art knowledge into a downlight: driver-on-board technology.

The grant funding allowed the company to test around 20 prototypes of the new technology before achieving a breakthrough.

“We introduced a product called Triumph Activate that substantially expanded our share of the market. It allowed us to tender in new areas because of its reliability, and its sales have put a significant amount of money on our topline too.”

KEY TAKEOUTS

  • Product reliability substantially increased market share and opened new areas for tender.
  • Adapting products for foreign markets created rapid growth and built brand perception.
  • Enterprise Ireland’s RD&I funding provided a safety net against risk and helped seed investment

When LED light fittings are powered by mains electricity, the current has to pass through a special electronic device called a driver. Often separate from the light fitting itself, this device is based on old capacitor technology and contains bulky components that must be soldered together. As a result, it’s often the first point of failure.

LED Group developed driver-on-board circuitry that can be included in the light itself. It’s essentially a pod that can be dropped into the light fitting, making the system much more efficient and reliable, improving its longevity, and requiring less power. All components are placed by machine, minimizing the potential for human error.

The company launched a version adapted for the Australian market; it only entered this market in 2010 but has already seen rapid growth there. “Introducing products such as Triumph Activate gets people talking and is a really positive force in building brand perception,” says Howard.

Another RD&I project saw the company convert one of its range of small fluorescent outdoor lights to LED, then move the technology to bigger lights for car parks and develop a patented retrofit capability for them. “We can retrofit not just our own fitting, but those of 16 other manufacturers,” points out Kelly.

LED Group is also part of LEDLUM, a European-funded project which aims to reduce the weight of the LED driver by 90 per cent and increase its lifetime. “This enables us to play senior hurling on the research stage,” quips Kelly. He hopes it will ultimately enable the company to offer a ten-year warranty on fittings by 2020.

Another ambitious goal that Enterprise Ireland’s RD&I funding supports is the development of ‘human-centric lighting’. This will bring outdoor light quality indoors, replicating natural light by tuning the blue content that our eyes use to set our body clock. “The lighting behaves as if it’s morning or afternoon,” explains Howard. “We hope to launch products in universities, schools and hospitals next year.”

Click here to learn more about Enterprise Ireland’s Innovation supports.

Achieve efficiencies in your business using Lean

Dr Richard Keegan, Manager at the Enterprise Ireland Competitiveness Department outlines procedures for achieving efficiencies in your business

Companies challenged by the UK’s vote to leave the EU should review their business models as one part of a strategy for coping with any depreciation in sterling and any loss of competitiveness arising from a UK departure from the Single Market.

With margins potentially squeezed, managers should consider ways of reducing their cost-base by reviewing processes and procedures.

At Enterprise Ireland, we work with clients to help them increase performance using what are called “Lean” tools and techniques.

Perhaps the most important thing to bear in mind about developing a Lean business is that human resource capacity and capability is a thread that runs through the entire process.

Lean principles

Lean principles were first developed by Toyota in Japan in the 1950s to make production processes more time- and cost-efficient.

It is very much about technology and engineering but it is not confined to that. It runs through the whole value chain with the aim of outputting a better offering to the customer at a better price.

While first developed with manufacturing in mind, Lean is now used widely in services in both the private and public sectors. Management philosophy, workforce culture and human resource development are all part of the Lean approach.

Product development and design, purchasing, manufacturing, administration, logistics and sales all come under review with the aim of working more efficiently from the shop floor to the boardroom to the point of delivery and after-sales service.

People

Experience shows that human resources are central to successful Lean processes. That means being fair to staff. It also means being firm: once you decide how things should be done, everyone must stick with it. That also means being consistent with how you deal with people, problems and issues.

Much of people’s time in business is spent handling the “day job”, doing what needs to be done, or fighting fires. Lean techniques ask the question “What are we trying to achieve here?”. This helps the business see what is actually being done – the difference between the question and the answer is the gap to be bridged.

Managers should look closely at processes, go to the place where work is done, see what is happening. It will often be quite different to what you think. That means there is gap in your understanding.

You need to know the underlying principles that affect the outcome then think about how you can improve things. Can you “put out the fires” once and for all?

Questions

In carrying out this assessment be sure the following five questions can be answered: What are you doing?

How are you doing it? Why are you doing it? Who is going to improve it? When?

Having taken this approach, whatever you do, do something. You do not have to make it perfect, just better.

There are three key areas of focus in developing a Lean Business: time, money and effort. It is also necessary to benchmark against your competitors as an ongoing basis.

Time: Examine how long it takes to carry particular tasks such as: processing an order, dealing with a claim or providing a service.

Effort: Look at the elements involved in getting work done. Be sure you know the value and need for every step along way to fulfilling a particular task.

Money: Use it as a metric for identifying wastage and putting a value on issues, problems and delays.

Waste

Wastage is a key area for identifying savings. Declare war on waste. Taichi Ohno of Toyota is credited with identifying the “Seven Wastes”: Defective Service, Over Production, Inventory, Motion, Processing, Transportation and Waiting. Today we recognise a significant eighth waste, people, ie not utilising their capabilities to improve the business.

There are many more wastes than the core eight and there is some variation between manufacturing and service businesses, but these are a good starting point on a Lean journey to competitiveness.

When implementing Lean processes, it is important to identify a problem or issue that is both challenging and achievable. It needs to be challenging enough to allow people to feel that they have contributed to its solution and also needs to be achievable within a reasonable timescale. If the problem or issue is too big or too difficult, then the team may fail, with ongoing negative repercussions on future improvement activities.

Enterprise Ireland provides clients with access to the best SME benchmarking systems and data in the world through our Lean Service Benchmarking tool, which gives an objective view of the competition and the client’s strengths and weaknesses.

We also have checklists and other tools for the type of work-practice audit that could make the difference between remaining competitive in the UK and being priced out of the market.

In fact, many exporters are already employing Lean techniques to address the threat to the bottom line caused by currency fluctuation.

Enterprise Ireland Lean programmes have helped companies in sectors such as agri-business, manufacturing, engineering and services to improve their competitive position.

Often, companies develop simplified and standardised ways of working that are not just more efficient but easier for implementation, training and monitoring. For case studies, see: www.enterprise-ireland/lean

This article originally appeared in the guide Exporting to the UK? Read the full version here

Enterprise Ireland companies with Global Ambition

Attendees at Enterprise Ireland‘s International Markets Week heard from established Irish companies successfully selling globally and had the opportunity for meetings with Market Advisors, available to provide expertise on exporting to new markets.

If you are attending IMW please consider the following:

  • In which markets are you successful and how have you achieved this success?
  • What is your business/value proposition?
  • Why have you decided to target this new market?
  • What market validation have you carried out and what evidence do you have for a demand for your product / service?

Contact the International Markets team at International Markets Week for further information.

Burnside Autocyl’s Relationship with Enterprise Ireland Ever-evolving

With supports ranging from grant assistance to identifying potential customers and training, Enterprise Ireland has travelled with Burnside Autocyl on its German journey.

Enterprise Ireland has been instrumental in Burnside Autocyl’s success in Germany since 1990 – when it was known as Córas Tráchtala – according to the Co Carlow-based engineering company’s sales director Caroline Kelly.

“Grant assistance from Enterprise Ireland was important in the early days but the support ran much deeper than that,” she says. “Market advisers walked the beat with us, helped to get us appointments with the right people and made introductions for us. When our German wasn’t that good, they interpreted buyers’ needs for us and stayed involved after we had secured business.”

One of the most important pieces of advice Enterprise Ireland gave Burnside Autocyl about Germany was not to go into the market unless a product or service was robust and tried and tested.

“We learned not to bring anything to the market that wasn’t well proven or that we weren’t fully satisfied with,” says Kelly. “It was also crucial to be clear about who our customers should be before approaching any prospects.”

Beyond that, facilitating Burnside Autocyl to attend trade fairs has been hugely helpful, Kelly adds, as well as how Enterprise Ireland encouraged the management team to embrace training to improve their skills and knowhow.

“Nobody ever knows enough about the industry they’re in and business is evolving and changing all the time,” she says.

“Our relationship with Enterprise Ireland today is less about grant support and more about marketing and training support.”

Igloo Glass

Are ice-cubes facing a watery grave? Seven engineers from five countries have worked together to create the new patented invention “Igloo Glass” which made an appearance at Enterprise Ireland’s International Markets Week 2016.

To learn more about Enterprise Ireland supports and for further information on patents click here

Aerogen’s top tips for entering European markets

Aerosol drug delivery system provider Aerogen has been active in European markets since 2000, and the region now makes up about 30% of its total sales.

Aerogen CEO, John Power

Here, CEO John Power shares his key pieces of advice to Irish companies contemplating exports beyond the UK.

The real key to success in European markets is having something special that they want. If you have a ‘me too’ product the purchasing decision will be based on price. You need to be offering a solution to a need in the market that is superior to what these markets have themselves.

A smaller company starting to sell abroad should go with a narrow focus and build from there. If you try to generate sales in several European markets at the same time you won’t have the bandwidth to service them. And if you don’t service them right, that will be detrimental. You’re far better off to procure one distributor in one market, get that off the ground and operating properly and then replicate this in other markets.

Don’t rush into selecting a distributor. Work long and hard on getting the right one for you in each market, as if you get this decision wrong it could work against you. Look for recommendations from other companies using distributors of products in your sector in the relevant markets.

If you really want to develop a market and distribution model in a European market, nothing beats having your own people on the ground to make sure a distributor gets the maximum amount of sales for your business.