Dr. Hans ReniaEmbassy of the Kingdom of the Netherlands in Greece

Holland Pioneers in International Business

1) Holland, a few facts.

2) Strategy & Tools for International Success.

3) A few Simple Success Secrets.

Holland, a few facts:

• A very small country (1/3 the size of Greece.)

• 16 million inhabitants(800,000 visit Greece each year).

• GDP € 570 bn. • Exports € 310 bn. • Imports € 276 bn.

Why do we do International Business ?

1) It is fun !

2) It is good for our country.

Holland's ranking in global business

• 2nd agricultural exporter • 5th exporting country (behind China, Germany, USA & Japan.)

• 6th FDI provider• 7th FDI recipient• 7th trading country• 16th economy• 10.000 Foreign companies

History in International Business

• VOC; Dutch East India Company (1602)

• A Japanese monopoly (1641- 1853)

• Meritocracy really pays off.

• No need to always re-invent the wheel

2/3 of exports to 6 regions:

• Germany 24%• Scandinavia 12%• Belgium 11%• France 9%• UK 8%• Spain 3%

Who determines export strategy?

1st. Business Community

2nd. Ministry of Economic Affairs

Who executes this strategy? (1/2)

Business community:• VNO-NCW www.vno-ncw.nl• NCH www.handelsbevordering.nl • Fenedex www.fenedex.nl • Commercial banks (ABN AMRO- ING-Fortis- RABO)

• 160+ Trade organizations.• Individual business large & small !

Who executes this strategy? (2/2)Ministry of Economic Affairs:• EVD www.hollandtrade.com + www.evd.nl• BEB External Relations (WTO, G20 etc.)• 12 Chambers of Commerce www.kvk.nl • Ministry of Foreign Affairs www.mfa.nl • Ministry of Agriculture www.minlnv.nl • Ministry of Transportation www.verkeerenwaterstaat.nl

• Ministry of Finance www.douane.nl

10 strategic Export Sectors:

1. Maritime2. Creative industries3. Energy (renewable, oil & gas) 4. Food & Flowers5. Water6. Infrastructure7. Life Sciences & Health8. Environment9. High-tech Systems & Materials (incl. ICT)10.Transport & logistics

Tools (1)Financing:EVD provides very limited financing:• Prepare 2 Start (for SME’s, a 50%

contribution with € 11.000 maximum) • CPA’s• 2g@there ( G2G support)• Market scans.• PPP to embassies

NOTE: The EU has very strict regulations on financing to maintain a level playing field!

Tools (2)Country Branding:

Holland Pioneers in International Business

1 brand identity for 3 activities

Promoting Exports www.hollandtrade.com Attracting Investments www.nfia.nlAttracting Tourists www.holland.com

Tools (3)Export Insurance & Bank Financing:

Export insurance • Was NCM (1925-2003)• Since 2003: Atradius, Coface, Euler

Bank Financing: Commercial banks support their businesscustomers in a professional way onhealthy commercial terms.

Tools (4)Training in International Business:

• Part of the national mindset

• Integrated in educational system

• Chambers of Commerce

• Fenedex

• Self-study

Tools (5)Information Supply:

• EVD website (only in Dutch)• EVD country advisors• Chamber of Commerce export advisors• Embassy staff (speed-dating)• EVD magazines• Trade magazines• National newspapers• The internet• Vacation in the target country

Tools (6)E-commerce:

• E-commerce is business as usual, only at a much higher speed. 

• 86% of Dutch people frequently use the internet (4th highest usage in Europe,

after Norway, Iceland, Sweden)

A few simple success secrets:(1/2)

• “In business learning is optional, as is survival” (Peter Drucker)

• Good business is often simple, but rarely easy.

• Learn the rules & play by the rules.• Big customers start as small customers.• Do the homework and come prepared. • Read what is already available.• Don’t reinvent the wheel but copy what works.

A few simple success secrets:(2/2)

• Build on your available strengths and goodwill

• Sometimes it is be more profitable to change your opinion then to defend it .

• Participate in the Floriade 2012.

Mr. Efthymiadis, well known Thessaloniki businessman

and

Honorary consul of the Netherlands

Mr. Angelopoulos, Chairman of SETE

SETE has decades of experience in meeting the needs of your

potential customers abroad !

Mr. Nicos Dalpis & Mr. Lubbers Dutch Prime Minister 1982-1994

This wall is in the garden of a Dutch customs officer…

COME TO FLORIADE 2012A1 international Horticultural Exhibition

30 Million inhabitants within 2 hrs

2+ Million visitors

660 stremmata

Open for 6 months

12 countries claimed

their free pavilion

Will Greece claim its ?

www.floriade.nl

We are always open for business !!!