Small steps – to the great cause

The company “LLC” Dukora “writes its export history, we can say, carefully, in small chapters. Carefully “rereads what has been written” before turning the page and take the next step in the direction of a new foreign market. For her, such an export strategy is correct, first of all, given its specific products, on the domestic market is already well known, in particular, under the trademark Kidi Go. These are children’s modular frameless furniture, which predominantly have, so to speak, a public purpose – for various types of children’s institutions and equipment for arranging playgrounds, including outdoor ones, as well as sports facilities.
“We started with the fact that by 2015, one of the employees was instructed to“ look into ”the domestic market, where they already felt confident, said the head of the company, Богдан Думенко (Bogdan Dumenko). – We chose the simplest means of expressing ourselves and our products to foreign markets – registered on many European and international information and trading online platforms. To do this, prepared a bilingual presentation and promotional materials. I don’t know how correct it was that after that they didn’t become more active, but expected, or someone would respond. But it was a kind of challenge: if a potential foreign client himself responds to our proposals, becomes interested in what we produce, then the product has an export potential that can be developed. Responded. In particular, the Swiss. We ordered soft modules for a private kindergarten. With them, and seized the customs and logistics “wisdom”, mandatory for any exporter. And also worked payment schemes that are offered by foreign customers, sometimes unacceptable or completely unprofitable for Ukrainian furniture makers. We were lucky not to get burned the first time. Moreover, the Swiss agreed to make even an advance payment, which happens infrequently in the export practice of colleagues. They made soft-play frameless furniture for them – soft module constructors, the so-called “dry pools” – in fact, basically what they had in their assortment. However, they did something additionally according to their drawings, but this was not difficult for us.
Bogdan admitted that he still does not consider his company truly export-oriented, ready for full-fledged foreign economic activity, which provides for at least the establishment of a foreign dealer network, not to mention having its own representative offices abroad. But all the same, fulfilling one-time orders coming from different countries, “Dukora LLC” thus moves in small steps to a great cause, gaining valuable experience of the exporter. Significantly add it to the Canadian contract, which, according to Bogdan Dumenko, is already quite clearly “looms.”
– We have already passed a difficult and long certification stage, which, in general, gives us access not only to the Canadian, but also to the American market. For this we have made an extended version of certification documents. Passed these procedures from the second attempt: overseas requirements were too high for fabrics, metal parts, and even such trifles as the zippers. By the way, the US market for our products is even more demanding than the Canadian. It was necessary not only to assure the Canadian side that there is already something that meets their standards, but also to deliver samples of materials for full credibility. Again, the Canadian agreement concerns soft frameless modules.
– Who is he, your overseas client?
– Novice entrepreneur. Originally from Ukraine. It intends to establish its trading business there. If his business goes well, we will get the first foreign dealer.
– Still, children’s frameless modules are not only specific, but also a fairly narrow product category. Does it constrict your export opportunities?
– In general, we sell various products for the three brands. Children’s and sporting goods, united by the trademark “KIDIGO”, were the first to discover the export potential, therefore, we are developing it. There will be interest in other categories of products – we will bet on them. Other products (currently popular climbing walls, equipment for children’s fitness clubs) contain metal and wood, therefore additional certification procedures will need to be performed, and then substantial means will have to be attracted for this. In addition, we understand the need for structural improvement of products, including for some node connections.
– It would be strange if the company was looking for foreign partners or customers without monitoring the market in different countries.
When you studied foreign markets, it did not turn out, for example, that what you produce for the domestic market, the foreign markets may not be of interest to the whole or that it should be done differently?

– If so, then in Ukraine there are not so much the creators of know-how and traditions. We mainly produce what we borrowed from others – well, if at least in our own way. And we are no exception in this regard. So the very essence of the products is almost the same. And preferences are different. For example, sushi pools are in great demand here as elements of the organization of the playing space, but not the fact that, for example, Canada is the same. Here no monitoring will give a clear answer – you will understand only by the method of sampling.

The heading “Success Stories” was founded in the framework of a grant project with the support of the Swiss Cooperation Office in Ukraine, the project name: “Increasing the level of cooperation and trust with joint participation in international and national government procurement” – TENDER TOGETHER.