EuroWire September 2014

News Corporate

New overseas business contract secured by Essex cabling company

Elmeridge Cable Services (ECS) based in Essex, UK, designs, supplies and installs high voltage cable systems for electricity network owners and operators in the UK and overseas. In order to become recognised as a major supplier of high voltage systems worldwide, managing director Jim Attwood contacted UK Trade & Investment (UKTI) in 2013 for advice on exploring new partnerships with major cable manufacturers and civil contractors in the Middle East, South Africa and the Far East. “Up to this point we’d increased our international business but mainly through ad hoc activity. “We decided that we wanted to be much more strategic but didn’t know how to go about doing this,” explained Mr Attwood. “These particular overseas markets are attractive because their existing cabling networks are old and inefficient and our expertise lies in this area.” He was put in touch with UKTI trade advisor Derek Noakes who, after an initial one-to-one export review session, recommended that he sign up to the Gateway to Global Growth programme, a 12-month service offering experienced exporters strategic support tailored to their needs. Mr Noakes explained: “ECS were already exporting but they didn’t have a formal

▲ ▲ 132Kv 3 core oil filled cable to XLPE cable transition joint

other communications with non-English speaking export markets. “During an ECR, a consultant will spend up to three hours going through any language or cultural issues a company may be facing when trading overseas,” added Mr Noakes. Since contacting UKTI in 2013, ECS now carries out 10-15 per cent of its business overseas and has recently secured a significant contract with an energy supplier in Malaysia. “The free advice we received via Derek’s extensive network of contacts in Malaysia significantly speeded up the process of securing this contract. “Not only were we given crucial advice on work permits and visas but the British Embassy team in Malaysia even carried out a background check on the supplier,” said Mr Attwood. “UKTI has really helped us do what we needed to do in order to successfully look for more international business and secure contracts.” Elmeridge Cable Services Ltd – UK Website : www.elmeridgecableservices.com

export strategy in place. The Gateway programme helps companies check and balance what they’re already doing and determine their objectives. “It gives them a 360-degree view of exporting. I encouraged Jim to prioritise and formalise an action plan, including budgets and starting dates, before he pursued further expansion.” “Through writing a plan I’m confident that we now have a much more structured and better thought-through approach as to how we will achieve our overseas objectives,” said Mr Attwood. As part of the Gateway programme he also attended a two-day Export Growth workshop at the Cranfield School of Management. “The Cranfield course was excellent for me and left me buzzing with ideas,” he said. “Not only did it give us the tools to effectively segment our markets but it also helped us rule out those which weren’t right for us, such as most North African countries due to the structure of their existing cabling networks.” He is also currently undertaking an Export Communications Review (ECR), which helps companies improve their web and

▲ ▲ Jim Attwood, managing director of Elmeridge Cable Services

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September 2014