The president of Vellus Products, a small U.S. company that produces pet grooming products, discusses her experience exporting products to over 30 countries, and to more than 300 breeds of pampered pooches.

Sharon Doherty, president of Vellus Products started by selling $25,000 worth of products to Taiwan in 1993 and grew the international side of her business gradually.

By 2008, Vellus launched first-time sales to Russia and Poland; in 2009 the addition of Hungary, Switzerland and Denmark raised to 34 the number of countries that Vellus exported to; today countries include: Australia, Canada, China, England, Finland, New Zealand, Norway, Singapore, South Africa, and Sweden.

Foreign sales represent 50% of her revenues and management has registered the Vellus trademark in 15 countries.

This case highlights the use of private and government (federal, state and local) resources such as trade shows, trade associations, and directories to illustrate how an SME such as Vellus can become ready to export.

1. As described in the above case, what are the benefits of exporting?