According to the Department of Energy (DOE), total U.S. energy use over 

the next 25 years is expected to rise 

from 96.6 quadrillion British thermal units 

(Btus) in 2010 to 114.5 quadrillion Btus in 

2035. To meet this demand, the United States 

will have to rely not only on the exploitation 

of new sources of energy—some of which are 

already in limited supply, or which present 

potential environmental risks—but also on 

the more efficient use of the energy production already online. Such an approach could 

bring into everyday use many exciting technologies that will allow for remote control 

and monitoring of appliances and production equipment, the real-time monitoring 

of power use, and the automation of power 

substations. Those technologies are not science fiction, but can be deployed today. They 

are made possible by smart grid.

Integrated Technology

Smart grid technology is a system that integrates the traditional power transmission and 

distribution (T&D) network with an overlay of 

information communications technologies. 

The system allows power lines to communicate with and control all kinds of machines 

that are connected to it, such as heatingventilating-air-conditioning (HVAC) systems, 

electric vehicles, washing machines, and 

cell phones. Electricity consumers can then 

proactively manage their energy use.

From a business perspective, smart grid 

technology gives electricity-intensive 

As U.S. energy producers adopt smart grid technology, it has the potential to bring 

benefits to domestic industry, particularly manufacturers and exporters of smart grid 

products and services. (photo © TebNad/iStock)

Building the Power Infrastructure of Tomorrow

Smart grid technology allows U.S. companies to better control their energy costs and to improve 

their competitiveness in the domestic and international marketplaces. The International Trade 

Administration has been working with industry and government groups to make sure that the 

details about this technology are given wide dissemination.

b y S h a n n o n F r a s e r

continued on page 2

U.S. Department of Commerce

International Trade Administration

UPDATE

 International Trade

www.trade.gov July 2010 

I N S I D E

1

Building the Power Infrastructure 

of Tomorrow

4

Haitian Relief Efforts Focus on U.S. 

Business Community

6

Short Takes: 

News from the International 

Trade Administration 

8

International Trade Calendar 

10

Small Business Exporters Tell of 

Triumphs and Challenges
industries, such as manufacturing, the ability to 

better track and manage their overall energy-consumption patterns. This ability, in turn, can help 

implement energy-efficient practices throughout a 

production facility.

Federal Effort through Stimulus Funding

In the United States, numerous smart grid programs are already being implemented with assistance from the federal government. In fall 2009, 

President Barack Obama announced the release 

of $4.5 billion of smart grid stimulus funds. An 

additional $7 billion was released for broadband 

deployment, which will ensure that smart grid 

reaches local and rural communities throughout 

the United States.

In making this financial commitment, the United 

States has taken an all-encompassing approach to 

smart grid technology by emphasizing a two-way 

flow of electricity and information between power 

plants and electricity customers. The U.S. smart 

grid system will enable grid optimization, demandside management, advanced utility control, energy 

storage, vehicle-to-grid technologies, advanced 

metering infrastructure, home areas networks, and 

the integration of renewable energy sources.

Because of the smart grid stimulus program, 

26 million smart meters will be installed in U.S. 

homes and 877 electricity-monitoring sensors will 

be integrated in the domestic T&D system by 2013. 

The Obama administration forecasts that smart 

grid deployment will create 43,000 new jobs and, if 

matched by private-sector investment, could create 

an additional 61,000 smart grid jobs.

Business Benefits

The DOE estimates that by 2023 the U.S. economy 

as a whole will realize savings of between $46 billion and $117 billion because of the deployment of 

a modernized power grid. And with a more secure 

and reliable grid network, DOE estimates that U.S. 

businesses will save $100 billion per year. Such savings can be redirected to other business uses, such 

as research and development, new equipment, and 

new workers.

Implementation Overseas

Like the United States, foreign countries are also 

implementing smart grid programs, but the definition of smart grid varies. Some countries define it in 

more narrow terms by focusing on smart meter installation (such as Brazil and the European Union) 

or on high-voltage direct current transmission lines 

(such as China). Other countries, such as Spain, are 

focusing on renewable energy integration.

In many instances, U.S. firms are partnering with 

in-country utilities and companies to integrate U.S. 

smart grid components into the local power grid. 

With more electric vehicles, smart appliances, and 

other types of smart products, international trade 

opportunities for U.S. producers of smart grid products are expected to increase.

Harmonization of Smart Grid Standards

For such international opportunities to materialize, it will be important to ensure that smart grid 

products and technologies developed in one part 

of the world can be exported and used in other 

Power Infrastructure

continued from page 1

2 International Trade UPDATE

July 2010

Smart grid technology gives 

electricity-intensive industries, such 

as manufacturing, the ability to better 

track and manage their overall energy 

consumption patterns.
countries. Public-private partnerships will be 

an important tool in this effort. Recently, for 

example, the National Electrical Manufacturers Association received an International Trade 

Administration Market Development Cooperator 

Program (MDCP) award for “The Development 

of a Secure, Robust, and Reliable North American Smart Electrical Grid.” This public–private 

partnership will facilitate exports of smart grid 

products and technologies as an integrated smart 

grid system is put in place throughout the North 

American power grid.

Blazing a Trail

The success of the initial steps taken by the federal 

government to promote smart grid technology will 

largely depend on how this technology is implemented by the private sector.

When President Obama announced the federal government’s funding of smart grid this past 

October in Florida, he outlined the technological 

challenges that lie ahead, “This is the nation ... that 

harnessed electricity and the energy contained in 

an atom; that developed the steamboat and the 

modern solar cell; that connected a continent with 

a massive system of highways and railroads. And I 

believe we can blaze such trails again.”

Shannon Fraser is an industry analyst in the International Trade Administration’s Office of Energy and Environmental Industries.

3

I TA O U T R E AC H TO U. S . B U S I N E S S E S H I G H L I G H T S B E N E F I T S

O F S M A R T G R I D

The International Trade Administration (ITA) 

recently highlighted the business benefits 

of smart grid at “The Business of Smart Grid 

Conference: Benefits for Minnesota’s Companies 

and Workforce,” a one-day workshop held in St. 

Paul, Minnesota, on June 9, 2010. The program 

was coordinated by ITA with the Minnesota Trade 

Office and the University of Minnesota and highlighted the emerging business and job creation 

opportunities generated by regional smart grid 

initiatives that impact numerous sectors of U.S. 

business and industry. 

In remarks to the attendees, Mary Saunders, 

ITA’s deputy assistant secretary for manufacturing 

and services, noted the importance of smart grid 

technology to U.S. exports, “From an international 

trade perspective, developing uniform standards 

for the smart grid is extremely critical in ensuring 

that ... products and technologies developed in 

one part of the world can be exported and used in 

other countries.”

More than 120 participants, who represented 

multinational firms, small and medium-sized 

enterprises, venture capital start-ups, academia, 

and government, engaged in discussions on the 

current deployment of smart grid programs in 

Minnesota, as well as future opportunities for 

emerging smart grid companies.

This fall, ITA will be participating in additional 

smart grid conferences, including the GridWise 

Global Forum (September 21–23) and GridWeek 

(October 18–21). Both conferences will be held in 

Washington, D.C., and will include senior representatives from global smart grid companies.

U.S. companies interested in learning more 

about smart grid technologies and resources 

should visit the U.S. government smart grid portal 

at www.smartgrid.gov. 

At a conference on smart grid technologies held in St. Paul, Minnesota, on 

June 9, 2010, attendees heard from representatives from the Department 

of Commerce, including Mary Saunders, deputy assistant secretary for 

manufacturing and services. (U.S. Department of Commerce photo)
International Trade UPDATE

July 2010

4

Following Haiti’s devastating earthquake on 

January 12, 2010, U.S. businesses responded 

generously with donations and assistance 

during the rescue and disaster relief operations. 

More recently, however, the response of the business community has shifted from immediate relief 

to longer-term recovery and reconstruction.

Business Outreach

The International Trade Administration (ITA) has 

been engaged in a vigorous outreach program to 

both the U.S. business community and the Haitian 

diaspora in the United States to facilitate recovery 

and reconstruction. The program began with the 

Haiti Reconstruction Business Dialogue in Washington, D.C., on April 20, 2010 (see the May 2010 

issue of International Trade Update). This event 

brought together high-level representatives from 

U.S. government agencies with programs that support trade and investment in Haiti as well as senior 

leaders of U.S. companies with business experience in Haiti.

The national event was followed by a series of 

local events in three U.S. cities that were organized 

by the ITA in partnership with local business organizations: New York on May 10, Miami on May 25, 

and Philadelphia on June 7. The three cities were 

selected in part because of their significant Haitian 

communities. The Haitian diaspora in the United 

States is expected to play an important part in 

Haiti’s future development.

Participants in the three events learned about 

Haiti’s economic environment, contracting opportunities with government and multilateral development banks, and tools for financing investment. 

The conferences attracted nearly 1,000 participants. 

Conference in Haiti

On June 10 and 11, representatives from more than 

600 companies from the United States, Haiti, and 

the Dominican Republic attended a conference in 

Montrouis, Haiti, titled “Building a New Haiti: Commerce, Business, Investment.” It was the first meeting to bring together business representatives from 

all three countries since the January earthquake. 

Rick Wade, senior adviser and deputy chief of staff 

to U.S. Commerce Secretary Gary Locke, kicked 

off the two-day conference by discussing what the 

Department of Commerce has been doing to assist 

Haiti in its post-earthquake reconstruction efforts. 

Haitian Relief Efforts Focus on

U.S.Business Community

Success in rebuilding Haiti’s economy will depend largely on investments made by the U.S. 

and Haitian business communities. Through a series of public events and outreach programs, the International Trade Administration is working to engage businesses in these 

rebuilding efforts.

A textile plant near Port au Prince, Haiti. Trade and investment will be key determinants in Haiti’s long-term success in 

recovering from the earthquake of January 12, 2010. (U.S. Department of Commerce photo)
5

“Over the past few months, I have been traveling 

across the United States to help encourage U.S. 

businesses and the Haitian diaspora to help [in 

Haiti’s] recovery,” Wade said. “This conference is a 

culmination of those efforts. We’re on the ground 

here in Haiti to identify the areas of need and the 

opportunities for cooperation.”

Aid to Textile Industry

The U.S. government is also working to assist Haiti’s 

economic reconstruction through new legislation. 

On May 7, 2010, Congress passed the Haiti Economic Lift Program (HELP). This law significantly 

extends existing trade benefits for Haitian textiles 

and apparel until 2020. 

The apparel sector in Haiti has the greatest potential to generate jobs relatively quickly. It is also 

a critical component of the Haitian economy. It 

constitutes more than 80 percent of Haitian exports 

to the United States and employs more than 25,000 

workers. On May 28, Secretary of Commerce Gary 

Locke met with representatives from key U.S. apparel importers and retailers to discuss the trade 

benefits created by HELP.

The passage of HELP “represents a major opportunity for export-led growth and job creation,” said 

Wade at the Montrouis conference. “But this legislation, and other measures like it, will accomplish 

little or nothing without the private sector.”

The Department of Commerce will continue to 

encourage the U.S. business community to invest in 

Haiti and to help nurture Haiti’s domestic industries.

For More Information

For more information about the Department of Commerce’s Haiti 

reconstruction efforts, contact Sara Hagigh, tel.: (202) 482-5405; e-mail: 

sara.hagigh@trade.gov. Also visit the Web site of the U.S. and Foreign 

Commercial Service in Santo Domingo, Dominican Republic, at www.

buyusa.gov/caribbean/en/helpinghaiti.html. The site contains, among 

other items, the presentations made at the June conference in Haiti.

H A I T I: A P E R S O N A L V I E W F R O M W YC L E F J E A N

In April 2010, the Department of Commerce 

brought together more than 300 representatives 

from the business and government sectors to 

discuss ways of coordinating efforts to rebuild 

Haiti. Among the attendees was one of Haiti’s 

most noted native sons, Wyclef Jean, the musician and global philanthropist. 

Jean agreed to speak with Valeisha Butterfield and Lorri Crowley of ITA’s Office of Public 

Affairs about his personal experience with the 

devastation suffered by Haiti after the January 

earthquake and about the things that will be 

most important to Haiti’s reconstruction.

When asked to put into words what he saw 

when he landed in Haiti right after the earthquake, Jean hesitated and said, “It would be 

hard to describe.... I was picking up bodies and 

bringing them to the morgue, and the morgue 

was overpopulated. And I was taking children’s 

bodies, bringing them to the cemetery, [and] 

the cemetery was overpopulated. They were 

burying three or four bodies at once.”

Jean emphasized that businesses will have to 

play a key role in rebuilding Haiti, both in bringing jobs to the country and in helping to educate 

its workforce. “Business is the most important 

thing, but the workforce for business in Haiti is 

young, where 61 percent of the population can’t 

read or write. So, we should be moving toward 

an education initiative at the same time as we’re 

[bringing in] business.”

Companies should look at education as an 

important element of doing business in Haiti, said 

Jean. “A telecommunications firm shouldn’t just 

come in to do telecommunications, but put in a 

trade school or an engineering school: they can 

not only sell Haitians their telephones, but [also] 

teach them a trade.”

According to Jean, the Haitian workforce is 

one of the country’s biggest assets. “Haitians 

are hard workers, they will work in the daytime 

and go to school at night. Training is very 

important to them.” 

“The future of any country,” he added, “is 

education.”

Wyclef Jean (left) and Patrick Delatour, 

Haitian minister of tourism (right), 

at the Haiti Reconstruction Business 

Dialogue that was held in Washington, 

D.C., April 20. 2010. (U.S. Department 

of Commerce photo)
News from the International Trade Administration

Short Takes

International Trade UPDATE

July 2010

6

Trade Mission to Saudi Arabia and Qatar 

Yields Positive Results for U.S. Exporters

During a recent trade mission to Saudia Arabia 

and Qatar, 11 U.S. companies introduced their 

products and services that can help the two nations meet challenges in the public health and 

water and waste management sectors. The mission, led by Francisco Sánchez, under secretary 

of commerce for international trade, spent five 

days in the Middle East from June 5–10, 2010.

“There is more than $750 billion in upcoming 

projects during the next decade in these two 

markets, and both countries are very interested 

and excited to consider American products and 

services for these tenders,” Sánchez said. “There 

are tremendous opportunities here.” 

In 2009, U.S. exports of goods to Saudi Arabia 

totaled $10.8 billion. U.S. exports to Qatar that 

same year were $2.7 billion. 

During the mission, Sánchez and the delegation met with key government and private sector 

officials in Riyadh and Jeddah, Saudi Arabia, 

and Doha, Qatar. Business participants also 

conducted more than 200 one-on-one meetings 

with potential clients.

Because of rapid population growth and the 

need for public health services to care for their 

citizens, Saudi Arabia and Qatar are contemplating billions of dollars worth of infrastructure, 

public health, and water and waste management 

projects in the near future. 

Several mission participants returned to the 

United States with plans for projects or for 

expanding into both markets. One company 

signed contracts worth more than $600,000, and 

another laid the groundwork for $2.5 million in 

sales and identified distributors in Saudi Arabia 

and Qatar. 

“This was a very well-organized mission and 

set us up with the right partners,” said Ted Jacob, 

president of Ted Jacob Engineering Group. “It really gave us a jump start on the market.” 

More information on opportunities in the region 

is available from the Middle East Business Information Center at www.export.gov/middleeast. 

Specific country information is available on the 

U.S. and Foreign Commercial Service’s Web pages 

for Saudi Arabia (www.buyusa.gov/saudiarabia) 

and Qatar (www.buyusa.gov/qatar). 

Opportunities for Small Companies Focus 

of Trade Mission to Jamaica and Dominican 

Republic

A 10-company U.S. trade mission to the Dominican Republic and Jamaica on June 13–19, 2010, 

gave small and medium-sized companies the 

chance to explore business opportunities in the 

two Caribbean countries. The mission was led 

by Rick Wade, senior adviser and deputy chief 

of staff to the secretary of commerce, and made 

stops in Santo Domingo, Dominican Republic, 

and Kingston, Jamaica.

During the recent trade mission that he led to Saudi Arabia and Qatar, Francisco 

Sánchez (center), the under secretary for international trade, participated in a 

roundtable with Saudi journalists. (U.S. Department of Commerce photo)
7 7

Wade stressed that geographical proximity and 

shared historical and cultural ties make the Dominican Republic and Jamaica prime destinations 

for U.S. goods and services. “The Caribbean is a 

natural area for U.S. firms to explore new export 

opportunities that will result in more jobs for 

American workers,” said Wade.

The United States is the primary trading partner 

for both countries. In 2009, U.S. exports to the Dominican Republic totaled $5.27 billion. That same 

year, exports to Jamaica totaled $1.45 billion.

During the week-long mission, company representatives participated in more than 180 meetings 

with potential business partners, distributors, 

agents, and customers. The business delegation 

brought together representatives from a variety of 

industries, including the manufacturing, transportation, consumer goods, cosmetics, home care, 

and financial services industry sectors. 

Participating companies included Atlanta Global 

Resources, Inc.; Atrium Shutters; Bon Trade International Corporation; CMD Trailer Sales and Leasing, Inc.; Fast Enterprises, LLC; Freeman Schwabe 

Machinery; Magna-Bon II, LLC; Morton Supplies, 

Inc.; Palladio Beauty Group; and PGT Industries.

Suggestions Sought for National Export 

Initiative

Have you encountered challenges in exporting? 

Do you have ideas for improving government programs to make it easier to export? If so, the Trade 

Promotion Coordinating Committee (TPCC) 

wants to hear from you.

The TPCC, a committee composed of representatives from 20 federal agencies, including 

the Department of Commerce, is working to help 

implement the administration’s National Export 

Initiative (NEI). The NEI calls for the doubling 

of U.S. exports over the next five years. It was announced by President Barack Obama in his State 

of the Union message to Congress in January 

(see the February-March issue of International 

Trade Update), and steps to carry it out were in 

Executive Order 13534, issued by the president on 

March 11, 2010.

The TPCC is soliciting input from the public—

and especially from exporters, other businesses, 

trade associations, academia, labor organizations, 

and non-governmental organizations—on a variety of export promotion policy matters, including:

•	 steps that the federal government could take to 

improve its programs to support U.S. exports;

•	 examples of effective foreign trade promotion 

programs and activities that could inform U.S. 

federal government program development; and

•	 more generally, how the federal government 

could better help U.S. businesses export.

The complete request for public comment, including details about how to submit comments, is 

in the official notice published by the TPCC in the 

Federal Register on June 30, 2010 (http://edocket.

access.gpo.gov/2010/2010-15934.htm). Comments 

must be received by 11:59 p.m. on July 26, 2010. 

Contributors to this section include Grace Hu of the Trade 

Promotion Coordinating Committee.

NEW S
Calendar

International Trade Calendar

July 1–August 27

Sporting Goods Virtual 

Exhibition 2010

Ottawa, Canada

www.export.gov/eac/show_detail_trade_events.

asp?EventID=16444

This virtual exhibit on the USFCS’s Canadian Web site offers 

U.S. sporting goods suppliers an excellent opportunity to 

start or expand their export sales in the Canadian market. 

Participation includes introductions to Canadian agents 

and distributors and a customized report of business leads 

gathered through the virtual exhibition. For more information, contact Tracey Ford of the USFCS, tel.: (613) 688-5406; 

e-mail: tracey.ford@trade.gov.

July 7

A Basic Guide to Exporting: 

Using E-Commerce and Social 

Media 

Washington, D.C.

www.export.gov/eac/show_detail_trade_events.

asp?EventID=30315

The Internet is a great way to promote products and to generate 

orders worldwide. This Webinar will focus on helping companies 

maximize exposure for their products and services. Discussion 

will cover analyzing customers and their new buying habits, 

using Web sites as an effective marketing channel, making 

Web sites visible to customers, optimizing search engines, and 

attracting buyers from different countries. Participants receive 

a free copy of A Basic Guide to Exporting. For more information, 

contact Doug Barry of the USFCS, tel.: (202) 482-4422; e-mail: 

doug.barry@trade.gov.

July 8–11

SINOCES 2010: China 

International Consumer 

Electronics Show

Qingdao, China

www.export.gov/china/SINOCES%202010.pdf

Although many consumer electronics markets have suffered 

because of the recent economic crisis, the Chinese market has 

emerged as one of the world’s largest. This show will be the 

optimal setting for U.S. companies interested in exploring 

opportunities in China. With the expected participation of 

world-renowned manufacturers, the show will be a platform for 

new technologies and products. For more information, contact 

Graylin Presbury of the USFCS, tel.: (202) 482-5158; e-mail: 

graylin.presbury@trade.gov.

July 12

Webinar: Government 

Resources for Green Sector 

Companies

New York, New York

www.export.gov/eac/show_detail_trade_events.

asp?EventID=31114

This Webinar, conducted in conjunction with the Manhattan 

Chamber of Commerce and the New York District Export 

Council, will feature participants from the U.S. Department 

of Commerce, the Overseas Private Investment 

Corporation, and the U.S. Department of Energy. For more 

information, contact Carmela Mammas of the USFCS, tel.: 

(212) 809-2676; e-mail: carmela.mammas@trade.gov.

July 14

Webinar: Selling Cosmetics in 

India

www.buyusa.gov/arizona/sellingcosmetics.html

India is one of the world’s largest suppliers of goods and 

services and is expected to help lead the global recovery. For 

U.S. cosmetic suppliers, this Webinar will offer an interactive 

seminar in a virtual classroom setting. It will review topics 

such as distribution and marketing, and it will provide a better understanding of India’s regulatory processes. For more 

information, contact Tony Michalski of the USFCS, tel.: (909) 

466-4137; e-mail: tony.michalski@trade.gov.

July 19–25

Farnborough International 

Airshow 2010 

Farnborough, United Kingdom 

www.export.gov/eac/show_detail_trade_events.

asp?EventID=29967

The 57th edition of this airshow, which is a premier showcase 

for aviation products and services, will bring together buyers 

and sellers from all over the world. In 2008, 220 U.S. companies 

participated in the U.S. International Pavilion, and 145 U.S. 

companies exhibited at large. The show attracted 153,000 visitors and recorded $88.7 billion in orders. For more information, 

contact Kevin Haley of the USFCS, tel.: (202) 482-6434; e-mail: 

kevin.haley@trade.gov.

8

July 21

Webinar: Basics of Export 

Distributor Agreements 

Wichita, Kansas

www.export.gov/eac/show_detail_trade_events.

asp?EventID=30454

This Webinar is for U.S exporters who are developing 

their export distributor agreements. The USFCS and the 

law firm of Husch Blackwell Sanders LLP will host the 

Webinar. Featured speaker Christina L. Weis will discuss 

the factors that every U.S. exporter should consider 

when developing a template for their export distributor 

agreements. For more information, contact Andrew 

Anderson of the USFCS, tel.: (316) 263-4067; e-mail: 

andrew.anderson@trade.gov.

July 25–29

American Association for 

Clinical Chemistry Clinical 

Lab Expo 2010

Anaheim, California

www.aacc.org/events/2010AM/Pages/default.aspx

About 19,000 participants and 650 exhibiting companies 

are expected at this show, which is one of the largest clinical 

lab expositions in the world. It will showcase new science 

and technology in various areas of laboratory medicine and 

will feature manufacturers from all over the world. For more 

information, contact Eugene Quinn of the USFCS, tel.: (202) 

482-0578; e-mail: eugene.quinn@trade.gov.

July 29

Export University 301: 

Adapting Products to 

Individual Markets

Philadelphia, Pennsylvania

www.export.gov/eac/show_detail_trade_events.

asp?EventID=29973

This program is one in a series of four sessions designed 

to prepare companies to do business overseas, to review 

market penetration considerations, to discuss joint ventures 

and licensing, and to learn how to adapt their products to 

individual markets. Sessions take place at various locations 

in the greater Philadelphia metropolitan area. For more 

information, contact Leandro Solorzano of the USFCS, tel. 

(215) 597-6127; e-mail: leandro.solorzano@trade.gov.v.

July 2010

Here is a list of selected 

international trade 

events of interest, 

including ITA-sponsored 

events and upcoming 

international trade fairs. 

The U.S. and Foreign 

Commercial Service 

(USFCS) maintains a 

comprehensive listing 

of industry shows at 

www.export.gov. 

There may be a fee for 

participation in some of 

these events. For more 

information, see the 

full event listing on the 

Web or contact the staff 

person listed in the event 

description.
9

On The Horizon

August 24–27

ONS 2010: Offshore Northern Seas 

Trade Fair

Oslo, Norway 

www.export.gov/industry/marine/index.asp?EventID=29929

This event is one of the major oil and gas shows in Europe and regularly 

attracts more than 40,000 visitors and 1,200 exhibitors. It will feature 

new approaches to the economic and environmental challenges that 

the oil and gas industry face. It will also be an ideal venue for U.S. companies to promote their products and services to this market. For more 

information, contact Kevin Haley of the USFCS, tel.: (202) 482-6463; 

e-mail: kevin.haley@trade.gov.

August 25–26

MEDTEC China 2010

Shanghai, China

www.medtec-china.com/website/2010/prereg.asp

There is growing demand in China for new medical technologies and 

equipment. This show will allow U.S. suppliers of medical products and 

manufacturing technologies to promote their products and technologies to 

Chinese buyers. For more information, contact Lisa Huot of the USFCS, tel.: 

(202) 482-27964; e-mail: lisa.huot@trade.gov.

August 25–28

International Woodworking 

Machinery and Furniture Supply Fair

Atlanta, Georgia

www.buyusa.gov/finland/en/152.html

This show is one of the premier events in the furniture manufacturing 

and general woodworking industries. Despite the economic crisis in 

2008, this event attracted more than 19,000 visitors and participants. 

The show participates in the Department of Commerce’s International 

Buyer Program, which brings foreign buyers to the event. For more 

information, contact Joseph English of the USFCS, tel.: (202) 482-3334; 

e-mail: joseph.english@trade.gov.

Featured Trade Event

Energy and Infrastructure 

Trade Mission to Saudi 

Arabia 

December 6–8, 2010

Riyadh and Dhahran, Saudi Arabia

www.export.gov/saudimission2010/index.asp

The Saudi Arabian energy and infrastructure sectors rank among the 

world’s most dynamic. Over the past 12 months, the Saudi government 

has awarded contracts worth approximately $140 billion, of which about 

$110 billion were for non-oil projects. U.S. goods exports to Saudi Arabia 

have remained strong despite the economic downturn. In 2008, they were 

$12.5 billion, an increase of 20 percent from the previous year. 

This three-day trade mission will be led by a senior Department of 

Commerce official and will allow U.S. companies to learn more about 

opportunities in Saudi Arabia, to expand their business contacts, and to 

interact with key government and business officials. It will focus on the 

following three sectors:

• Oil and gas. With more than $70 billion in petrochemical projects 

under development, Saudi Arabia plans to push ahead with 17 “megaprojects,” which are worth $1 billion or more.

• Petrochemicals. Saudi Arabia’s planned projects in this sector, including 

the expansion of Jubail Industrial City, are valued at more than $21.6 billion.

• Construction. Among many active development projects are the six 

“economic cities” Saudi Arabia plans to build by 2020, which have an 

initial cost of $87.8 billion.

The trade mission will visit Riyadh and Dhahran, which are Saudi Arabia’s 

primary energy and infrastructure industry centers, respectively. In addition 

to appointments, briefings, and receptions, participants will interact with 

specialists from the U.S. and Foreign Commercial Service to discuss the latest industry developments, business opportunities, and sales strategies. 

The cost to participate in the trade mission is $3,680 for large firms 

and $2,925 for small and medium-sized firms. There is a $500 fee for 

each additional company representative. Each mission participant 

will be responsible for travel, lodging, most meals, and incidentals. 

Applications must be received by September 15, 2010. For more information about the trade mission, contact Sean Timmins of the USFCS, 

tel.: (202)-482-1841; e-mail: sean.timmins@trade.gov. 

The old city, Riyadh, Saudi Arabia. (photo © Yasmin Gahtani/iStock)

International Trade Update is 

published monthly by the Office 

of Public Affairs of the U.S. Department of Commerce’s International Trade Administration (ITA). 

You can read or download the 

newsletter from ITA’s Web site at 

www.trade.gov. To receive notification by e-mail when new issues 

are published, visit www.trade.

gov, click on International Trade 

Update, and then click on the 

“Subscribe” link.

For more information and news, 

visit ITA’s Web site at www.trade.

gov or contact the Office of Public 

Affairs, International Trade Administration, 1401 Constitution Avenue NW, Washington, DC 20230; 

tel.: (202) 482-3809.

Francisco Sánchez

Under Secretary of Commerce 

for International Trade

Mary L. Trupo

Director, Office of Public Affairs

John Ward

Editor

Web edition and electronic 

dissemination:

Jeremy Caplan

Copyediting:

Publications Professionals llc

Calendar editor:

Sophia Shin

Production assistance:

Michele Robinson

Design and composition:

U.S. Government Printing Office, 

Creative Services Division

Material in this newsletter may 

be reproduced unless otherwise 

noted. When reprinting, please 

credit the U.S. Department of 

Commerce, International Trade 

Administration.
International Trade UPDATE

July 2010

10

Efforts to expand exporting by U.S. companies often focus on small and mediumsized enterprises (SMEs). And for good 

reason: they are often the most dynamic part of the 

business population because they grow and add 

jobs at a faster rate than more mature businesses. 

But surprisingly, according to research conducted 

by the Department of Commerce, the majority of 

SME exporters in the United States do not have a 

formal exporting plan, 58 percent export to only 

one market, and 33 percent have never heard of 

U.S. government export assistance programs. Most 

SMEs say that they are challenged when selecting 

new markets to enter and understanding the mechanics of selling to a non-U.S. market.

Those challenges were the focus of a panel that 

met in Washington, D.C., this May as part of National 

Small Business Week 2010 events. The panel, titled 

“Exporting Forum: Customers, Profits, Jobs, and 

Growth: Take Your Business Global!” was moderated 

by Luz Hopewell, director of the Small Business Administration’s Office of International Trade, and was 

attended by several small business owners; business 

counselors; and representatives from federal agencies, including the Department of Commerce.

Government Resources

Some of the challenges identified by the panel 

would be familiar to almost any small business—

notably access to capital. But others were specific to 

doing business overseas and included the complexity of export paperwork, the difficulties of complying 

with international regulations, and the steep learning curve faced by potential exporters.

“It’s about education,” noted Susan Lusi, director 

of the Department of Commerce’s Trade Information Center. “Exporters cannot be passive when 

orders come in.” She pointed out that SMEs should 

take advantage of the resources that the federal government makes available to them. Those resources 

include seminars, Webinars, and other printed materials that contain a wealth of information on every 

aspect of exporting, such as the Department of 

Commerce’s guidebook, A Basic Guide to Exporting.

Scott Green, CEO of Pucker Powder and the 2010 

Alabama State Small Business Person of the Year, 

echoed that sentiment by recounting his company’s 

successful use of business counseling services offered by the U.S. and Foreign Commercial Service. 

One such service, Gold Key, has helped Pucker 

Powder penetrate several overseas markets. The 

Small Business Exporters Tell of Triumphs and 

Challenges

The multiple challenges faced by small business exporters—from protecting intellectual 

property rights, to financing, to handling shipping logistics—were the topic of discussion 

during National Small Business Week ceremonies held in Washington, D.C., this May.

b y J o h n Wa r d

continued on page 12

Susan Lusi, director of the Trade Information Center (right), and John Joyce, export finance manager 

at the U.S. Export Assistance Center in Boston, Massachusetts (second from right), were speakers at 

a panel on small business exporting on May 24 in Washington, D.C. The panel was moderated by Luz 

Hopewell, director of the SBA’s Office of International Trade (left). (photo © Cable Risdon photography). 
U.S. Export Assistance Centers

11

ALABAMA 

Birmingham: (205) 731-1331

ALASKA

Anchorage: (907) 271-6237

ARIZONA

Phoenix: (602) 640-2513

Tucson: (520) 670-5540

ARKANSAS

Little Rock: (501) 324-5794

CALIFORNIA

Bakersfield: (661) 637-0136

Fresno: (559) 227-6582

Indio/Cabazon: (760) 342-1310

Ontario: (909) 466-4134

Los Angeles (Downtown): (213) 894-8784

Los Angeles (West): (310) 235-7104

Monterey: (831) 641-9850

Newport Beach: (949) 660-1688

Oakland: (510) 273-7350

San Rafael (North Bay): (415) 485-6200

Sacramento: (916) 566-7170

San Diego: (619) 557-5395

San Francisco: (415) 705-2300

San Jose (Silicon Valley): (408) 535-2757

Ventura County: (805) 488-4844

COLORADO 

Denver: (303) 844-6623

CONNECTICUT 

Middletown: (860) 638-6950

DELAWARE 

Served by the Philadelphia, Pennsylvania, 

U.S. Export Assistance Center

DISTRICT OF COLUMBIA 

Served by the Arlington, Virginia,

Export Assistance Center.

FLORIDA 

Clearwater: (727) 893-3738

Ft. Lauderdale: (954) 356-6640

Jacksonville: (904) 232-1270 

Miami: (305) 526-7425 ext. 27

Orlando: (407) 648-6170 

Tallahassee: (850) 942-9635

GEORGIA 

Atlanta: (404) 897-6090

Savannah: (912) 652-4204

HAWAII/PACIFIC ISLANDS 

Honolulu: (808) 522-8040

IDAHO 

Boise: (208) 364-7791

ILLINOIS 

Chicago: (312) 353-8040

Libertyville: (847) 327-9082 

Peoria: (309) 671-7815

Rockford: (815) 316-2380 

INDIANA 

Indianapolis: (317) 582-2300

IOWA 

Des Moines: (515) 284-4590 

KANSAS 

Wichita: (316) 263-4067

KENTUCKY 

Lexington: (859) 225-7001

Louisville: (502) 582-5066

LOUISIANA 

New Orleans: (504) 589-6546

Shreveport: (318) 676-3064 

MAINE 

Portland: (207) 541-7430

MARYLAND 

Baltimore: (410) 962-4539

MASSACHUSETTS 

Boston: (617) 565-4301

MICHIGAN 

Detroit: (313) 226-3650

Grand Rapids: (616) 458-3564

Pontiac: (248) 975-9600

Ypsilanti: (734) 487-0259

MINNESOTA 

Minneapolis: (612) 348-1638

MISSISSIPPI 

Mississippi: (601) 965-4130

MISSOURI 

Kansas City: (816) 421-1876

St. Louis: (314) 425-3302

MONTANA 

Missoula: (406) 542-6656 

NEBRASKA 

Omaha: (402) 597-0193

NEVADA 

Las Vegas: (702) 388-6694

Reno: (775) 784-5203

NEW HAMPSHIRE

Durham: (603) 953-0212

NEW JERSEY 

Newark: (973) 645-4682

Trenton: (609) 989-2100

NEW MEXICO 

Santa Fe: (505) 231-0075

NEW YORK 

Buffalo: (716) 551-4191

Harlem: (212) 860-6200

Long Island: (212) 809-2682

New York: (212) 809-2675 

Rochester: (585)-263-6480

Westchester: (914) 682-6712

NORTH CAROLINA 

Charlotte: (704) 333-4886 

Greensboro: (336) 333-5345

Raleigh: (919) 281-2750 

NORTH DAKOTA

Fargo: (701) 239-5080 

OHIO 

Akron: (330) 678-0695

Cincinnati: (513) 684-2944

Cleveland: (216) 522-4750

Columbus: (614) 365-9510

Toledo: (419) 241-0683

OKLAHOMA 

Oklahoma City: (405) 608-5302

Tulsa: (918) 581-7650

OREGON

Portland: (503) 326-3001

PENNSYLVANIA 

Harrisburg: (717) 872-4386 

Philadelphia: (215) 597-6101

Pittsburgh: (412) 644-2800

PUERTO RICO 

San Juan (Guaynabo): (787) 775-1992

RHODE ISLAND 

Providence: (401) 528-5104

SOUTH CAROLINA 

Charleston: (843) 746-3404

Columbia: (803) 777-2571

Greenville (Upstate): (864) 250-8429

SOUTH DAKOTA 

Sioux Falls: (605) 330-4264

TENNESSEE 

Knoxville: (865) 545-4637

Memphis: (901) 544-0930

Nashville: (615) 736-2222

TEXAS 

Austin: (512) 916-5939

El Paso: (915) 929-6971

Fort Worth: (817) 392-2673

Houston: (713) 209-3104

Grapevine: (817) 310-3744

San Antonio: (210) 228-9878

South Texas: (956) 661-0238

West Texas: (432) 552-2490

UTAH 

Salt Lake City: (801) 255-1871 

VERMONT 

Montpelier: (802) 828-4508 

VIRGINIA 

Arlington: (703) 235-0331 

Richmond: (804) 771-2246

WASHINGTON 

Seattle: (206) 553-5615

Spokane: (509) 353-2625

WEST VIRGINIA 

Charleston: (304) 347-5123

Wheeling: (304) 243-5493

WISCONSIN 

Milwaukee: (414) 297-3473

WYOMING 

Served by the Denver, Colorado,

Export Assistance Center

U.S. Export Assistance Centers (USEACs) are located in more than 100 cities throughout the United States. They are supported by five 

federal agencies, and serve as one-stop shops that provide small and medium-sized businesses with hands-on export marketing and 

trade finance support. For more information, visit the U.S. government’s export portal, www.export.gov.
UPDATE

International Trade

available on the Web at www.trade.gov

Small Business Exporters Tell of Triumphs and Challenges

continued from page 10

company expects export sales to soon account for 

50 percent of total sales. “Gold Key is a wonderful 

program,” remarked Green.

U.S. Advantages

One participant, Dan Nanigian, president of Nanmac Corporation in Framingham, Massachusetts, 

and winner of the 2010 Small Business Exporter of 

the Year award, stressed the advantages that U.S. 

companies have in making overseas sales. Selling his 

company’s temperature sensors in China is difficult. 

But according to Nanigian, U.S.–made products have 

a quality advantage, and his company “markets the 

hell out of them.” That effort has created a steady 

demand for Nanmac’s products in China despite the 

inadequacy of intellectual property rights protection 

and enforcement there and the ever-present possibility that his products could be reverse engineered 

and sold by China-based competitors.

Importance of Practical Steps

All of the panel participants emphasized the practical steps that businesses need to take to succeed 

overseas. Those steps include taking advantage of 

the opportunities for face-to-face contact at trade 

shows, creating multilingual versions of company 

Web sites, finding and using overseas partners, and 

paying attention to the subtleties of linguistic and 

social conventions. 

“The cultural barriers—even with English speaking countries such as the U.K. and Australia—are 

enormous,” noted Amy Frey, president of ATC International. “You have to be incredibly clear about 

... [such details as] different measurement systems 

and time and date conventions.”

John Ward is a writer in the International Trade Administration’s office of Public Affairs.

Sender: OPA, H-3416

U.S. Department of Commerce

International Trade Administration

Washington, DC 200230

OFFICIAL BUSINESS

PENALTY FOR PRIVATE USE, $300

For More 

Information

A video of the small business 

exporting panel is available for 

viewing on the Web at www.

nsbweek.com/2010_07.html. 

Information about export assistance programs can be found 

at www.export.gov, the U.S. 

government’s export portal. 

Business counseling over the 

telephone is available from the 

Trade Information Center, 

tel.: 1-800-USA-TRADE (1-800-

872-8723).