We can no longer deny the benefits of internationalisation. But is your business ready for it? A thorough assessment to measure your project's success is therefore a must before you cross the border.

Just because your business is doing well in our country doesn't mean that you can just jump into the export market. An international breakthrough is an important strategic (and necessary) choice that requires extensive preparation. The first step is to take a detailed look at the state of affairs of your company. Because that way you can:

1. Highlight your strengths and success factors: a specific skill, your expertise, your brand image, etc.;
2. Identify your weaknesses: both internal (poor knowledge of the target market, need for funding, etc.) and external factors;
3. Prepare your structure for 'new' demands: in terms of human resources and in financial, organisational, legal or commercial terms;
4. Draw up your roadmap: make the necessary changes, maximise your assets and find the right solutions for your weaknesses.

A COMPLETE TOOLKIT

Such an assessment is not market research in the literal sense of the word, although some elements will eventually overlap or complement one another. The assessment should also enable you to gain insight into existing opportunities (competitive advantage, commercial trends, etc.) and threats (changes in legislation, major competition, etc.). To do that, you must be able to look at your foreign target group with the necessary distance.

There are many tools for this. Examples include the SWOT analysis, Porter's five forces model, the Boston Consulting Group matrix or the PESTEL analysis to measure the influence of macro-environmental factors. So, feel free to use those tools, but also remember the importance of step-by-step guidance.  

A MUCH-NEEDED SELF-ANALYSIS

Give attention to different elements. To achieve a relevant assessment, you must also find answers to a series of important questions:

1. Create your 'identity card'
   Take an unbiased look at your organisation. What are your values, culture, references, image, etc.? How are you perceived by others? Does your positioning match your identity? Through these questions, you'll also gain insight into the reasons for your successes and failures on the international market. It's interesting to repeat the positive points and learn from your mistakes. 
2. Analyze your position on the domestic market
   Take stock of your commercial position. Examine the evolution of your recent results and your weighting in your segment (market share, competition, degree of dependency, etc.). Find out what stage your products and services are in (launch, growth, saturation or decline). Next, you can consider your market's prospects and future: how will it evolve? A very important question at a time where the challenges of the sustainable transition are radically changing many sectors.
3. Assess your products and services
   Each country has its own specific obligations and standards. So, ask yourself whether your products and services are 'compliant', both commercially and legally. Perhaps you need to adapt them? Or maybe your production or delivery method needs to change (e.g. to respect the cold chain and guarantee reasonable delivery times)? In other words, are you ready for the step from a commercial point of view?
4. Lay bare your capabilities
   If you want to conquer foreign markets, you must be able to cope with that growth rate on an operational level as well. Can you increase or adapt your production capacity to the new demand? Are you ready for that in terms of supply and logistics? Also take into consideration the reliability of your partners and suppliers. And don't forget that your inventory will increase, and you must also have guarantees in that regard as well.
5. Examine your financial situation carefully
   Going international means a big investment for your company. So, take a close look at your finances and see whether you have enough funds to bring the project to a successful conclusion. You need these resources, for example, to launch commercial initiatives locally (while waiting for the first revenues), to 'transform' your company in the necessary areas, to support your activity in your own country or to recruit additional staff.
6. Carry out an analysis in the area of human resourcesTo export, you need qualified and skilled staff (production, sales teams, communication, after-sales service, R&D, etc.). You may also need to train staff or recruit new talent with international experience. Although internationalisation can be an extra motivation for your employees, it will also require additional efforts from them. So, don't lose sight of the 'human' factor either!

This complete audit of your structure gives you everything you need to make the right choices. Have you got the commercial strengths, the human and financial resources, the operational capabilities and the necessary experience to take the step? Do you need some extra support to adjust certain parameters? Or are you postponing the launch to find the right solutions for some weak spots? The adventure can begin once you're ready!

Conquering international markets is an indispensable growth lever for companies. Such a project can take different forms or follow different paths: from e-commerce to mergers and acquisitions.

International expansion can be an important growth factor for your company and an undeniable source of opportunities – both commercially and in terms of innovation or resilience. After a complete assessment of your current situation, an inevitable question follows: which strategy should you apply to realise your project? There's no magic formula or mapped-out path: in reality, you often adopt a wide-ranging approach based on various strategies. Nevertheless, we do see some broad outlines. And each has its own strengths and limitations. Whatever you decide, your choice should fit into an overall thinking and be in line with the current situation and the future of your business. The objective? Increasing your chances of success and keeping the risks under control as much as possible. 

1. Direct and indirect export

This is naturally one of the most widely used strategies for conquering foreign markets. You can sell your products abroad through one or more channels:

• E-commerce: E-commerce is a fast and accessible solution to get 'far' with limited resources. Internet sales have grown very strongly in recent years but have a significant impact on the logistical workload. This includes not only technology and conformity, but also the commercial aspect. You are far from your target market and must deal with competitors from all over the world, while the internet knows no borders – and that's both an asset and an obstacle.

• A local intermediary: A gamble without too many risks, because you make use of the power of local sales – your agent delivers the customer's orders locally and you transfer them. The only thing left to do is to decide how to distribute your products. In this regard, it's important that you make full use of your knowledge of the foreign market. Think, for example, of consumers' consumption habits and expectations. Although this approach does not require major investments (payments on commission), it isn't entirely without risk. The success of your project is entirely in the hands of your local contact, leaving you to count on that partner's reliability.
• Commercial distribution: A similar approach to conquering the international market. This strategy can be implemented quickly and is the result of cooperation with independent distributors who are based in your target area. They buy the goods and then sell them, enabling you to benefit from their expertise and network. Unlike the intermediary, this distributor takes several tasks off your hands (invoicing, collection, marketing costs or import costs). Choosing the right partners and determining the terms of the contract is no easy task. After all, your project's success depends on it...
• Transfer of patents or technology: This is a way to make your know-how or technology pay off, not your products. This transfer of skills gives a foreign entity the right to use your methods or innovation within the framework of a previously established contract (geographical area, duration, etc.). An opportunity to go international where you 'outsource' production, sales and distribution. Contract preparation is one of the stumbling blocks of this approach.

2. Local establishment 

Another model for internationalisation is to establish your business abroad. This means that you go local: you establish your entire value chain in another country, or you produce, distribute or sell your products there yourself. This geographical approach necessarily requires greater investment, but it also gives you more clout. This approach is also a way of reinforcing your resilience: the financial and commercial risks, as well as the pressure on your value chain, are spread over several areas. Over the years, a more flexible approach has also been introduced, allowing companies to move more flexibly in line with the international situation. Various options are also available here:

• Subsidiary or branch: In both cases, it's a matter of establishing a firm and lasting foothold in the local market. However, the project requires a solid foundation and a long-term vision. You should also think carefully about the legal status: do you opt for a subsidiary or for a branch? Consequently, when making this decision, take into account various factors: the degree of autonomy, the desired degree of decentralisation or consultation, the legal and tax implications, whether or not to produce locally (to take advantage of cheaper raw materials, for example), the financial resources that you can mobilise, and so on. In any case, a perfect lever for applying the well-known formula 'think globally, act locally'.
• International joint venture: This principle is based on the creation of synergies. Your company joins a company that already has a local presence and both companies complement each other. Each company benefits from the other's strengths while sharing the activity's risks, control and common costs. Such a joint venture or partnership often requires a customised legal structure. As you can see, a joint venture is not an easy marriage. It's therefore crucial that you find the right partner and come to an agreement with them concerning each party's input and responsibilities.
• Merger or acquisition: This growth strategy offers a few advantages. What's the greatest advantage? A merger or acquisition is a method of consolidating and diversifying your business. It's also a 'quick' way to conquer a new market by exploiting the local company's competitive advantages (technological, commercial, etc.). Such a project naturally entails not only potential benefits, but also risks. For example, you may misjudge the sources of value creation or the risks, or have difficulty integrating.

As you can see, your international project's success depends on many factors. And, first and foremost, on your own strategic choices and your ability to develop a clear vision of exactly what you want to achieve. From the development of a commercial partner network to a sustainable local presence, there are many options that deserve not only thorough consideration, but also professional guidance.

Thanks to its low-pollution solutions and the arrival of new investors, the Mons-based company has every intention of continuing to grow. Discover more about this inspiring success story.

Eradicate the environmental and health problems associated with medical waste on a global scale: Ecosteryl's ambitions match the technical expertise of this Mons-based company. Founded in 1947, its core business was equipment and machinery for the mining industry.  Around twenty years ago, it completely reinvented itself by specialising in the treatment of (potentially) infectious waste from the healthcare sector.

A global player with high-profile clients

Today, Ecosteryl is a globally recognised player in its sector, exporting 100% of its production to more than 65 countries. Its customers? Hospitals, of course, but also organisations in the waste recycling sector and international institutions such as the World Health Organisation, the World Bank and the United Nations, as well as cities and states. The company employs around forty people and has an annual turnover of over €20 million.

Medical waste, a critical public health issue

Syringes, dressings, masks, sharp instruments... 15% of medical waste is considered hazardous and therefore requires special treatment. Given that a single hospital bed produces between 0.5 and 3 kg of this waste every day, it's easy to imagine the scale of the problem. The infectious, toxic and sometimes even radioactive risks associated with hazardous medical waste are far from minimal: among other things, it can trigger or accelerate a pandemic, and even give rise to new diseases. Decontamination and recycling of this waste, the only solution to eliminate this health risk, is therefore a global public health issue.

An environmentally responsible process

Direct incineration or autoclaving: these are the two methods used by Ecosteryl's competitors to decontaminate hazardous medical waste. The problem is that these processes are far from being environmentally neutral. Incineration causes significant CO2 emissions and harmful emissions, such as dioxins, and is also energy intensive. And autoclaving requires large amounts of water and energy, again with significant environmental consequences.

It is in this area of the environmental footprint that Ecosteryl has made a difference, thanks to a technological breakthrough developed in collaboration with the University of Paris. The decontamination and recycling process uses microwave and dry heat technology to disinfect hazardous waste. The decontaminated waste is then shredded to reduce its volume, after which it can be processed in the same way as non-hazardous waste. Or better still, it can sorted and recycled.

This process requires very little electricity to operate, and its environmental performance compared to incineration and autoclaving is incomparable in terms of emissions and water consumption.

Too much plastic in medical waste: recycling instead of prevention

Single-use plastic products, equipment and utensils are a fact of life in hospitals. In many cases, this single use is justified, for example for syringes. The problem arises when this waste is directly incinerated. But thanks to pre-treatment, decontaminated and dried waste can be given a second life.

Until now, there has been no machine for this final stage. Ecosteryl's latest development, R-Steryl, fills this gap. It is a unique sorting centre. Placed after the decontamination machines, it can sort decontaminated waste and recycle up to 80% of it. The major players in waste collection and treatment know that recycling is and will be a real challenge in the coming years. Ecosteryl is also positioning itself as a key player in this field, and is investing in a number of analyses to this end.

Private equity to accelerate development

Despite its size in the medical waste decontamination sector, Ecosteryl has no intention of slowing down. The company intends to continue and accelerate its international growth, and welcomes new investors: BNP Paribas Fortis Private Equity,  Wallonie Entreprendre and IMBC, an investment company focused on the Mons, Borinage and Centre regions. Philippe Dufrasne, Chairman of Ecosteryl, comments:  “With these new shareholders, we have found the right partners to help us stay ahead of the game and achieve our long-term goals, particularly in terms of ESG (Environmental, Social and Governance) performance.”

A priority to invest in the transition of companies

BNP Paribas Fortis is also enthusiastic about this new project.

“We are particularly proud to support this company, which has developed a unique expertise in the production of cutting-edge equipment specialised in the environmental field. Over the years, Ecosteryl has succeeded in expanding worldwide in a niche market at the intersection of environmental and health issues. This investment is fully in line with our ambition to invest €1 billion in venture capital by 2025, focusing on funds and companies that respect environmental, social and governance criteria,” explains Raf Moons, Head of Private Equity at BNP Paribas Fortis. 

The Princess Elisabeth Island, is the world's first artificial energy island for transporting offshore wind power to land. A combination of innovation, technology and biodiversity conservation.

8,802 km: that's the length of all the onshore and offshore power lines and cables managed by Elia Transmission in Belgium.  As the operator of the Belgian high-voltage grid, Elia keeps the lights on by matching electricity generation and consumption at all times.

Artificial energy island

Grid operator Elia has just started to work on one of the most challenging projects in its history: the Princess Elisabeth artificial energy island. It will be located in the middle of the 285km² Princess Elisabeth wind zone. This is the second offshore wind zone in the Belgian North Sea that has yet to be fully built. With a capacity of 3.5 gigawatts, the new wind farms will produce electricity equivalent to the annual consumption of 3.5 million households.

Catherine Vandenborre, CFO of Elia: “The Princess Elisabeth Island is a vital link in the successful energy transition in Belgium. The island has a dual function. First, it will bring electricity from the new offshore wind farms to the mainland. And then from 2030, the island will also be connected to wind farms in other countries with which electricity can be exchanged. This will give our country access to cheap and renewable energy.  This is crucial for our energy-intensive industries, which are rapidly moving away from fossil fuels and switching massively to wind energy over the next 10 years. In this way, Belgium is contributing to Europe’s climate goals and the ambition to realise 300 gigawatts of offshore wind in the North Sea by 2050.”

Designing for nature

In terms of location, design and implementation, due attention is being paid to limiting unwanted impacts on the marine environment. “We are going one step further and opting for nature-inclusive design,” explains Catherine Vandenborre. “In consultation with experts, we are taking concrete steps to protect the biodiversity around the island. For example, we are adding ledges to the outer storm walls where the kittiwake – a vulnerable bird species – can rest and breed. Below the waterline, several measures will be combined to create a diverse and rich artificial reef, with a particular focus on the return of the European flat oyster.  The measures have been selected on the basis of their technical feasibility and expected positive outcome.”

Co-creation and innovation

Achieving such a nature-inclusive design required close collaboration and knowledge sharing between all stakeholders and different domain experts. “An instructive process for all involved,” confirms Vandenborre. “With this initiative, Elia wants to set the tone for the environmentally friendly realisation of future offshore infrastructure. Europe’s seas are becoming the power stations of the future. By integrating biodiversity conservation measures from the design and construction phases, we want to increase and accelerate the positive outcomes. The co-creation project with the experts has already made an important contribution to scientific development in this field. But the work is not finished. Monitoring programmes will be put in place to follow up, and if necessary, adjust the selected measures.

Ready for the next gust of wind

As one of the main financial partners, BNP Paribas Fortis is supporting Elia’s transition to a reliable, affordable and environmentally friendly energy system. BNP Paribas Fortis has already financed 8 offshore wind projects in the Belgian North Sea. These 8 farms together represent 2200 megawatts, equivalent to 2 to 3 nuclear power plants. The next round? New wind farms in the Princess Elisabeth zone. This will be done through project financing, with the underlying contracts and resulting cash flows backing the loans.

How does Ziegler aim for greater environmental responsibility? By methodically exploring various avenues. Their approach is based on four key pillars.