1.
The first reason is she does not fully understand the local cultures. It impedes her from better marketing and thus influences adversely the sales. As a foreigner, she does not know how big the opportunities actually are. That’s why she chose to export through local distributors, who own a better understanding of foreign market, export potential and financing option.

The risks include being laid by local distributors who pretend to be the professionals and they may do something harmful to your business but benefits themselves. To reduce the risks, first you need to contribute a close relationship with local distributors. Second, know whom you are dealing with, such as doing background checks on potential business partners and gathering as much information as you can. Third, don’t make assumptions because the wrong choice can cost your business valuable time and money. Finally, learn the local cultures.

2.
I think it depends on the demands and quality of selling products. The reason of that Vellus’s original entry into exporting was both reactive and serendipitous is she could improve pet shampoo and understood what dog owners desire for. Therefore, its product is competitive, resulting to getting calls from people around the world for export business.

To make small firms more proactive with regard to exporting, not only are the products of good quality and competitive, the owners need to be proactive. For example, they should be active to recommend their products to users in shows and exhibitions.

3.
She has some advice for others who want to down the same road. First, build good relationships. Secondly, know whom you are dealing with. Third, learn the local culture. Finally, enjoy the ride

4
She got better understanding of foreign markets, export potential and financing options from U.S. Department of Commerce’s Commercial Service offices in Columbus. As business has grown, she has gone from ordering country profiles to requesting customized exporting and financing strategies tailored to maximize export potential.

I think it represents good use of taxpayer money. First, she actually succeeds in her business and earns a large amount of profits. Secondly, her products is beneficial to the general public.