Leah Sanford has a long-time passion for marketing. She enjoyed her corporate marketing role before taking the leap into entrepreneurship. She now helps other entrepreneurs take their brands global.

Her husband, Joel Kelly, shared Leah’s passion for marketing. He dreamed of starting his own business, and together, they built Kelford, Inc.

Through their company, Leah and Joel work with entrepreneurs to help define and articulate their unique value, and then demonstrate it to their very best customers. She finds joy in helping entrepreneurs from Canada and beyond change the world by helping them communicate in a way the world understands.

“An entrepreneur just has this creative mindset of seeing past the obstacles and wanting to try new things. There’s this creative, innovative space that just clicks a little different for an entrepreneur, and it’s so fun to work with.”

Leah strives to infuse fun and creativity into the process of helping entrepreneurs uncover their goals, define their value, and demonstrate it at a distance. So they can keep going, keep growing, and keep building a business they love.

If a business is online, it’s potentially international

Based in Canada, Kelford Inc. is both a local and an international business, thanks to the ease of connecting online.

“We often work with folks who are located here in Canada but sell around the world,” Leah explained.

“We’ve had many clients around the world trying to enter Canadian markets or other global markets. For us, it’s all about demonstrating your value, globally.”

Whether a business owner offers professional services, or artisan-made products via e-commerce, or deep-tech solutions, they may benefit from global trade training.

“Shopify changed the game, and Amazon before that. And Etsy has been this beautiful creator space on a smaller, more personal, artistic scale of what’s possible. It doesn’t have to be down the street anymore. The pandemic really opened that up from on a global corporate scale.”

Leah developed a more global approach from the Certified International Trade Professional (CITP) designation and international business training through the FITTskills program.

A resource that helps open doors

“I would absolutely recommend the FITTskills program to people who love long-term learning. The program is comprehensive – so in the long term, everything stacks really nicely.”

When the world slowed down during the COVID-19 pandemic, Leah decided to invest time into professional development. Invest Nova Scotia offers training and other resources for entrepreneurs including FITTskills training as a FITT educational partner. Leah took advantage of the opportunity and enrolled in the FITTskills International Sales & Marketing course.

“It felt like this little serendipitous moment that kicked me off on the right journey.”

That moment led Leah toward earning the CITP certification. She found the designation and the FITTskills program incredibly practical and easy to apply to real-world situations. In addition to knowledge, it also helped hone her mindset.

“It’s been a confidence boost. It obliterates that imposter syndrome feeling! It’s a great anchoring ground of knowing what I’m doing. I have the FITTskills textbooks to go back to. I have the knowledge base to go back to. I have the resources to draw on, and the connections that it’s opened up have been brilliant.

The program also offers moments of connection and the chance to network with other professionals and expand valuable international connections. Leah even found a new client who was a classmate in the same FITTskills course. She indicated that when looking for partners, the CITP designation acts as a green flag.

“I know that there’s been a vetting process in that credential. It’s a credential that has a governing body and there’s something really beneficial to that. When you’re evaluating apples to apples, this one suddenly is a little more nutritious.”

Paying it forward and building up other entrepreneurs

Leah jumped at the opportunity to help other aspiring entrepreneurs through the Lab2Market program. This federally backed, multi-agency partnership encourages master’s, doctoral, and postdoctoral-level researchers to gain tools that may help them take their expertise and innovations to the marketplace. Leah is a facilitator in the Lab2Market Oceans programs, through Memorial University.

“We’re focused on ocean innovation and technology. Students are bringing forward ideas and products such as oil spill clean up breakthroughs, improved safe navigation through icy waters tools, new marine coatings, etc. The program is comprised of brilliant students, many international, exploring how they might enter a global market—seeing if there’s a market for their idea. And we educate, and hopefully inspire, them to build businesses and take their innovations forward, while supporting them as they go through the roller coaster of emotions in customer discovery!”

Leah credits both completing the FITTskills training and earning the CITP designation for preparing her to help these scientists develop business skills and entrepreneurial mindsets.

Whether local or global, it’s all about relationships

Leah found that her relationships with clients don’t end with the initial project developing a marketing position and strategy. She likes to keep in touch with clients as they implement their strategy. Kelford also offers a daily inspirational positioning newsletter.

“For us, it’s natural to stay in touch and celebrate their wins. And on the flip side ask, are you struggling with anything? Just let them know we’re here.”

Over the years, Leah and Joel worked with dream clients including Big Cove Foods of Nova Scotia. They came to Kelford with a goal of bringing their spice blends from a local product to stores across the country. After exploring their goals and aspirations, Kelford helped them create an actionable marketing strategy.

As they implemented the plan, they found their voice and fun in their marketing, and were able to focus on demonstrating their value to their best customers. And with that focus, they saw pick up from stores across the country as well as growth in their online sales. As they’ve grown, their social impact has grown too—participating in ‘1% for the Planet’ where they donate to charities, and  prepare fresh meals and munchies to Viola’s Place, a homeless shelter in their community.

She sums up her ideal client as, “the entrepreneur who has an ambition that speaks to their soul, has a product or service that can do good out in the world. And then is really crafty, creative, and wants to do something more than for the hustle, more than for the dollars, but something they want to stick with for a really long time because it makes them happy. And that happiness makes their customers happy. That’s the dream.”

“When you go out somewhere to sell your product, it’s not over when you make the sale. Now we have to prove that we’re going to stick around, that we backup our product and our commitments, that we are here with the customer service.”

Looking toward the future in a changing world

Adaptability is crucial for entrepreneurs in an ever-changing market. Leah appreciates having the course text, case studies, and videos available as reference resources whenever new challenges and opportunities arise.

“So, what you knew and what you did two years ago is different now. What I would have recommended two years ago is different now. A marketing strategy I write this year is going to be different from the one I write in a year from now because of how the market changes.”

Leah envisions a future where Kelford, Inc. further expands its portfolio of client collaborations from all over the world. The choices when selling globally can be overwhelming. The knowledge and resources gained through the FITTskills program and validated through earning the CITP designation provide building blocks for success.

“My experience working toward and earning the CITP has been wonderful in terms of knowing “how can we leverage our skills, the tools that we know are out there?” It’ll always be just the two of us, but how do we grow that impact that we’re able to have? And we are really looking at that on an international scale now.”

In this three-part series, digital trade expert Craig Atkinson, CITP addresses key questions and practical considerations related to technology-enabled cross-border interaction among buyers, sellers, intermediaries, and governments. Article based on an interview by FITT’s Pamela Hyatt.

Craig Atkinson is the Founder and Director of Lexmerca International Trade and a Trade Development Specialist with the International Trade Centre (ITC), the joint agency of the United Nations (UN) and the World Trade Organization (WTO). His roles focus on addressing legal-technical challenges that affect global trade.

Active in the field of digital trade, Craig participates in the World Economic Forum’s TradeTech community and in projects with multiple international organizations, academic institutions, technology foundations, and standards bodies.

Academically, he is a Non-Resident Fellow with the World Trade Institute (WTI) as well as a Research Affiliate with the Singapore Management University (SMU) Centre for AI and Data Governance and the SMU Centre for Computational Law. Professionally, Craig has been a FITT Certified International Trade Professional (CITP) since 2011.

What is a ‘Single Window’ for trade regulation?

In the first article in this series, ‘Single Windows’ were described as exemplifying the digitalization of goods trade. Aside from being known as the most impactful class of ‘TradeTech’, what is a Single Window?

The answer is found in the ambitions of ‘digital trade facilitation’: government measures to simplify, harmonize, and modernize trade formalities and procedures to allow for cross-border paperless exchange between actors in international supply chains.

According to United Nations Centre for Trade Facilitation and Electronic Business (UN/CEFACT) Recommendation 33, a Single Window (SW) is a ‘facility’ that “allows parties involved in trade and transport to lodge standardized information and documents with a single entry point to fulfil all import, export, and transit-related regulatory requirements”.

An electronic SW environment links government bodies – Customs and other government agencies (OGAs) like ministries of health, agriculture, and finance – for online application, issuance, and exchange of trade-related permits/certificates.

Private stakeholders include traders, agents, customs brokers, carriers, forwarders, ports, freight terminals, and commercial banks. As documents (or data) is in electronic form, they only require ‘single’ submission and leading systems utilize ‘rules engines’ for compliance automation.

While Singapore is credited with deploying the first SW in 1989 – TradeNet for Business-to-Government (B2G) exchange and the more recent Networked Trade Platform (NTP) extension to facilitate Business-to-Business (B2B) transactions – other countries have implemented projects for paperless trade via Single Window.

Note: Singapore is not a typical case. Above, ‘Trade Permit’ is used for Customs declarations. Yet, if goods require permits from other OGAs when submitting a ‘Trade Permit Application’ to TradeNet, the application is a ‘single’ submission for other OGAs to process and provide permits. Unlike the SWs of most countries, traders/agents using TradeNet do not have to apply for each permit separately.

How do Single Windows solve problems?

Borders represent a ‘labyrinth’ of paper that must be exchanged between private actors and government agencies through manual processes.

In reaction, Single Windows lower certain barriers to trade compliance – identifying, preparing, submitting, and coordinating documents – by creating a public-private interface to overcome what the Organisation for Economic Co-operation and Development (OECD) calls “sludge”: unjustified friction that affects satisfaction, trust, and access to government services.

As institutional arrangements, networks, and platforms, SWs generate observable results that make trade faster and less costly as well as more safe and secure. In offering the highest standard of public service delivery, a Single Window for trade is considered a ‘beau ideal’ by the World Customs Organization (WCO).

As SW is a ‘whole-of-government’ facility, Customs is just one of the involved regulatory agencies and its authority is limited to import/export approval and permitting.

Though Customs is often a lead agency for SW, it does not have legal power to override other OGAs. Even if a SW neither eliminates nor diminishes the role of any regulatory agency, simplification through a single point of entry mitigates duplication, ‘re-keying’, and other data-related issues while enabling consistent data reuse.

Significant benefits arise for trade logistics and economies: across studies on the impact of Single Window, costs fall for all actors (i.e., traders, intermediaries, and governments), trade grows between countries with SWs, and the public sector improves its revenue mobilization/collection capacity.

For example, in the United States, government agencies and traders have realized benefits with the Automated Commercial Environment (ACE). In 2021, the platform reduced transaction processing by 795,000 hours for private actors, assisted process automation for 269 forms/document types, and led to $2.7 billion USD in efficiencies.

How can Single Windows contribute to inclusive trade?

Single Windows are inclusive because, as a whole-of-government interface that is usually free (or low cost), they allow for micro, small, and medium-sized enterprises (MSMEs) to interact with governments with less or no need for intermediaries (e.g., agents and brokers).

A single channel of interaction lowers effort and administrative costs of compliance with documentation and increases accuracy/speed of submission and processing, helping small businesses to better participate in international trade.

For example, In Costa Rica, a study by Volpe Martincus et al. estimated the impact of the gradual phase-in (2007-2016) of an electronic SW, Ventanilla Única de Comercio Exterior (VUCE CR). Adoption of VUCE was associated with increased and more frequent exports by businesses using the system, larger shipments, and greater numbers of exporters, especially MSMEs located in non-central areas.

Such outcomes are particularly important in industries and sectors with specific or complex regulations. For instance, to meet Sanitary and phytosanitary (SPS) requirements for food safety, pest mitigation, or disease prevention, SW facilitated trade in agricultural goods has moved toward processing of electronic SPS certificates.

Are there different kinds of ‘Single Windows’ for trade regulation?

The short answer: no. The term ‘Single Window’ is frequently mis-used. In digital trade facilitation, it’s important to follow UN/CEFACT standard terminologies. Five ‘must’ features differentiate SWs for national trade regulation.

Source: Adapted from UN/CEFACT 2017

Given the strict criteria provided by Recommendation 33, true SWs are realized by a country as a ‘National Single Window’ (NSW).

At their core, NSWs are a B2G interface, but some systems have evolved to further allow for B2B transactions. Under Article 10.4 of the World Trade Organization (WTO) Trade Facilitation Agreement (TFA), member governments “shall endeavour to establish or maintain” a NSW. Article 10.4 is also the most frequently requested area of TFA-related technical assistance.

Under Article 23.1, a national trade facilitation committee (NTFC) is usually the appropriate cross-government agency/mechanism to guide and monitor NSW establishment.

Going beyond the scope of UN/CEFACT Recommendation 33, NSWs can be interlinked for Country-to-Country exchange as a ‘Regional Single Window’ (RSW).

However, these systems are not ‘facilities’ in the same sense as the Single Window definition: RSWs are Government-to-Government (G2G) focused and implemented under international frameworks as a collaborative system of NSW networks.

Additionally, and not to be conflated with a SW for trade regulation, there are many ‘sector-specific’ platforms, such as an airport Cargo Community System (CCS) or a maritime Port Community System (PCS).

The International Maritime Organization (IMO) defines a Maritime Single Window (MSW) as a “one-stop service environment”: a vessel operator-to-port interface for maritime procedures (e.g., port entry/departure declaration and security reports) between private and public actors. The amended Annex to the IMO FAL Convention makes MSW mandatory for ports.

In some cases, a ‘unified’ PCS can be considered MSW.

Which governments have established a Single Window?

Hundreds of Single Windows have been deployed and are at different stages of maturity. With more than ten years in operation, some SWs are relatively mature and cover all the OGAs in their respective country, such as Indonesia (Indonesia NSW, INSW), Singapore (NTP/TradeNet), and South Korea (UNIPASS/uTradeHub).

Those already deployed, but in in progress toward covering all OGAs, include Canada (Single Window Initiative, SWI), Chile (Sistema Integrado de Comercio Exterior, SICEXChile), Costa Rica (VUCE CR), Kenya (Kenya TradeNet), New Zealand (Trade Single Window, TSW), Pakistan (Pakistan Single Window, PSW), Peru (VUCE PERÚ), and the US (ACE).

Other jurisdictions are continuing to strengthen their bases for SW, including Australia, Bangladesh, the Maldives, and the United Kingdom (UK). For example, under the Single Trade Window (Preparation) Regulations and the Electronic Trade Documents Act (ETDA) (see FITT coverage), the UK is planning its NSW.

Taking stock of initiatives globally, the WTO Trade Facilitation Agreement Facility (TFAF) indicates that, at 56%, SW is the TFA measure with lowest ​implementation rate.

Source: Author based on WTO data (2024)

Regionally, Association of Southeast Asian Nations (ASEAN) members have established the ASEAN Single Window (ASW) and technical collaborations; the Pacific Alliance has connected its member NSWs; and the European Union aims to enhance ‘digital cooperation’ under the Single Window Environment (SWE) regulation.

Why do governments and the private sector need to work together?

More than a technology project, SW initiatives represent major ‘reform’ and require whole-of-government cooperation internally as well as collaboration externally with the private sector to realize a fully-fledged, evolved, SW environment. A Single Window and its suite of services truly represent a ‘virtual enterprise’.

Implementation of a SW requires planning and the creation of a legal-institutional framework, followed by business process analysis/design, document simplification/standardization, data harmonization, platform piloting, and phased deployment.

Despite the variety of implementation or operational models, all stakeholders should be aware of the types of decisions to be made at each phase:

• Develop internally: The public sector is made up of different agencies must coordinate the roll-out and functioning of SW with their own staff and resources. For governments, it’s important that services – Customs, finance/treasury, health, agriculture, – work harmoniously, regardless of the internal model(s).
• ‘Buy off the shelf’: Procure hardware, software components, and/or services.
• Engage in public-private partnerships: Any combination of options at different phases of implementation and/or operation of a Single Window.

What are some key resources for planning and deployment?

There are many implementation guides and even a ‘ChatGPT’ for Single Window. Key resources include:

• Under the auspices of the United Nations Economic Commission for Europe (UNECE), UN/CEFACT provides core standards and guidance, such as Recommendation 33 (establishing SW), Recommendation 34 (data simplification/standardization), Recommendation 35 (legal framework), the Reference Data Model White Paper, a technical note on terminology for SW, and the SW Assessment Methodology (SWAM).
• The WCO Compendium on Building a Single Window Environment (g., Volume 1 Part 1, Volume 2, and the supplement), WCO Data Model, and Data Harmonization Guidelines.
• The United Nations Trade and Development roadmap for building a SW.
• The United Nations Economic and Social Commission for Asia and the Pacific (UNESCAP) and its Network of Experts for Paperless Trade and Transport in Asia and the Pacific (UNNExT) provide a planning/implementation guide and expert Neelima Pamulapati has developed comprehensive case studies on legal frameworks for SW. Other important UNESCAP guides focus on Business Process Analysis and Data Harmonization/Modeling.
• The Asia-Pacific Economic Cooperation (APEC) SW implementation guide.
• With significance for Regional Single Window, UN/CEFACT Recommendation 36 provides guidance required for the interconnectivity and interoperability of two or more SWs, APEC has produced a study on SW systems’ international interoperability, UNESCAP provides a paper on ‘e-trade’ through the ASEAN Single Window, and UN/CEFACT is developing guidelines on establishing RSW.

How are you engaging with Single Window-related efforts?

Cross-border regulations are constantly changing and digital public infrastructure (DPI) must be agile. In certain situations, rules and requirements can change by the minute.

Taken as a whole, the contributions have been to advance Single Window design in support of greater engagement by software development and business communities.

Although ‘greenfield projects’ and ‘legacy system’ integrations face difficulties, prospects exist for SW ‘rules engine’ (re)design in the short-term and new thinking on the long-term viability of systems.

Everything is deeply interconnected and ‘global value chains’ (GVCs) depend on streamlined interactions between people through computer technologies. Single Windows should empower MSMEs to capture value in GVCs through ‘interlinking’.

Any trade professional, especially a CITP, may consider informing SW deployment and upgrading. The next article in this series examines relevant innovations and how a Single Window frontend/backend paradigm can be ‘flipped’ for optimal human communication, interoperability of systems, and impact.

These books cover vital subjects like supply chain management, geopolitics, leadership, business strategies, the AI economy, cultural diversity, and the historical context of global trade, offering valuable perspectives for navigating the complexities of the worldwide market.

1. The Culture Map: Breaking Through the Invisible Boundaries of Global Business by Erin Meyer

Erin Meyer’s book “The Culture Map” explores cultural differences in the workplace, emphasizing the importance of understanding nuances for effective communication and collaboration. She introduces “authentic flexibility” for adapting to diverse cultures while staying true to oneself. The book provides insights on virtual communication in multicultural teams and offers practical tips for successful cross-cultural interactions. Meyer’s work is a valuable resource for enhancing intercultural competence and succeeding in diverse professional environments.

2. The Value of Everything: Making and Taking in the Global Economy by Mariana Mazzucato

The Value of Everything” by Mariana Mazzucato critiques how economic value is measured and the blurred line between value creation and extraction in the global financial system. The book examines cases from Silicon Valley to pharma, illustrating how this confusion impacts innovation and inequality. Mazzucato calls for a re-evaluation of capitalism, public policy, and value measurement to promote sustainable economic growth. She challenges the idea that market prices reflect true value and argues for a re-politicization of value as a social and political concept. Professionals importing or exporting are well versed in the myriad of complexities in valuing products, services and components. This book offers a fascinating perspective on the whole system.

3. How the World Ran Out of Everything: Inside the Global Supply Chain by Peter S. Goodman

The book “How the World Ran Out of Everything” by journalist Peter S. Goodman explores the complexities and vulnerabilities of the global supply chain. Through gripping storytelling, Goodman exposes the intricate pathways of manufacturing and transportation that bring products to our doorsteps, while also unveiling the ruthless business practices that have left local communities vulnerable to disruptions. Highlighting recent events like the pandemic-induced shortages, Goodman illustrates how financial interests, market opacity, and deteriorating working conditions have placed the supply chain on the brink of collapse. By following the journeys of individuals from factories in Asia to striking railroad workers in Texas, Goodman advocates for a reformation of the supply chain to ensure reliability and resilience.

4. Scale: The Universal Laws of Growth, Innovation, Sustainability, and the Pace of Life, in Organisms, Cities, Economies, and Companies by Geoffrey West

Geoffrey West, a pioneering physicist in complexity science, unveils the hidden laws governing the life cycle of diverse systems, from living organisms to cities. Contrary to the complexity of these systems, West’s discoveries reveal an underlying simplicity that unites them. By applying the rigor of physics to questions of biology and mortality, West found that mammals, despite their diversity, follow scaling laws that relate their size to various biological characteristics. This groundbreaking insight extends beyond biology to include cities and businesses, where similar laws of scalability apply. West’s work offers a unique perspective on the fundamental principles governing diverse systems, relevant for professionals working in global business. “Scale” is a captivating journey through fundamental natural laws that connect us all in profound yet straightforward ways, illuminating how cities, companies, and life itself are governed by the same principles.

5. Pivot: The Only Move That Matters is Your Next One by Jenny Blake

If change is the only constant, let’s get better at it.

In “Pivot: The Art and Science of Reinventing Your Career and Life,” Jenny Blake, a former career development manager at Google, shares practical strategies for navigating career transitions effectively. In today’s dynamic economy, where job roles change frequently and career plateaus are common, Jenny Blake introduces the concept of the “pivot” as a way to methodically make your next career move. Drawing from her experience in Silicon Valley and as a career consultant, Blake presents the Pivot Method, a framework for taking small, strategic steps towards a new direction in your career. Whether you’re considering a new role, starting your own business, or transitioning to a new industry, this book provides actionable advice to help you move forward with confidence.

With practical guidance and real-life examples, Blake empowers readers to embrace change and chart a path towards greater career satisfaction and success.

6. The International Business Culture Pathfinder: A Practical Guide to Navigating Cultural Differences in Global Markets by Marvin Hough

Written by experienced CITP Marvin Hough, The International Business Culture Pathfinder is a collection of concise business culture guides for 11 countries, including Brazil, Canada, China, UAE, South Africa and more.

This book provides a comprehensive overview of each nation’s business landscape, cultural traits, and practical scenarios demonstrate the impact of culture on business. Whether you are a seasoned global business professional or just embarking on your international journey, this resource is indispensable for grasping negotiations, communication norms, relationships, management approaches, and time management in varied cultural settings.

7. Power And Prediction: The Disruptive Economics of Artificial Intelligence by Avi Goldfarb, Ajay Agrawal and Joshua Gans

In “Power and Prediction: The Disruptive Economics of Artificial Intelligence,” Avi Goldfarb explores the “Between Times” of AI evolution, highlighting the necessity for systemic changes in decision-making processes within organizations. Despite the transformative potential of AI, its widespread adoption has been delayed, akin to past technological revolutions such as electricity and computing. Goldfarb stresses the need for complementary innovations alongside AI advancements.

8. Dare to Lead: Brave Work. Tough Conversations. Whole Hearts by Brené Brown

Leadership goes beyond titles, status, and authority. A true leader is someone who takes on the responsibility of identifying potential in individuals and ideas and has the bravery to nurture that potential.

Renowned author Brené Brown, a four-time #1 New York Times bestseller, has dedicated decades to studying emotions and experiences that add value to our lives. For the past seven years, she has collaborated with transformative leaders and teams worldwide. In her book “Dare to Lead,” she delves into how courageous leadership entails recognizing potential, staying open-minded, sharing power, and embracing vulnerability. The book stresses the importance of cultivating human qualities like empathy, connection, and courage in a society dominated by scarcity and fear. It presents four essential skill sets for courageous leadership and advocates for choosing courage over comfort.

From the humblest middle manager to the CEO of a fortune 500 company, anyone who wants to lead effectively could learn from this book.

9. Principles for Dealing with the Changing World Order: Why Nations Succeed and Fail by Ray Dalio

A few years ago, Ray Dalio observed unique political and economic conditions, leading to his exploration of repeating patterns in wealth and power shifts over the last 500 years.

“Principles for Coping with the Evolving World Order” delves into the most tumultuous economic and political eras in history to explain why the future is expected to be markedly distinct from our own experiences, yet reminiscent of past occurrences.

Ray Dalio discusses unique circumstances leading to global changes and offers advice on navigating upcoming challenges. Dalio’s analysis covers major empires and historical patterns to provide practical principles for preparing for the future.

For professionals working in international trade, navigating the turbulent geopolitical and economic environment is part of the job. Learning more context for how things evolve may just help you get ahead of the curve.

10. Prisoners of Geography: Ten Maps That Expla in Everything About the World by Tim Marshall

Journalist Tim Marshall’s book “Prisoners of Geography” explores how physical characteristics of countries like Russia, China, the US, Latin America, the Middle East, Africa, Europe, Japan, Korea, and Greenland and the Arctic, their strengths, vulnerabilities, and leaders’ decisions. In ten chapters and ten maps, the book delves into geopolitics and how geography shapes global strategies and historical events. It highlights the impact of geography on nations’ destinies and provides a fresh perspective on world affairs, something that is incredibly helpful for anyone doing business in foreign markets.

Knowledge is power, and continuous learning is the cornerstone of success in the evolving world of international trade. Share with us your top reads in 2024!

In today’s dynamic job market, the hiring landscape is rapidly evolving. Employers are shifting focus from traditional qualifications to prioritizing practical expertise and tangible skills. This move towards skills-based hiring is transforming the job market, creating both new prospects and challenges for professionals looking to progress in global trade. 

Keeping pace with these changes, FITT sees continued value in offering practical training and credentials to address the current challenges in global business and reflect professionals’ earned skills and knowledge. 

In this brief recap, we invite you to celebrate the achievements of the FITT learning community in 2023 – a testament to resilience, dedication, and the transformative impact of education. 

It’s inspiring to observe the vast number of individuals from varied sectors, job positions, and organizations who have dedicated themselves to enhancing their skill sets and achieving their professional objectives by obtaining FITT credentials in 2023. 

FITT Certificate earners: Nurturing the next generation of trade experts

The FITT Certificate in International Trade is presented to individuals who’ve successfully completed any 3 FITTskills courses, or the equivalency thereof. In 2023, 263 new FITT Certificate holders emerged, showcasing the program’s continued relevance and impact. Notable organizations such as Global Affairs Canada, MUJI, Invest Alberta Corporation, Sumol+Compal Marcas SA, Block 4 Oilfield, LLC, North Atlantic, Export Québec, La Molienda and World Intec Co are now home to professionals equipped with FITT Certificates. 

Geographically, the FITT Certificate holders are making their mark in Asia-Pacific, North America, and Europe. The job roles, including Trade Commissioner, International Trade Advisor, CEO, and Export Consultant, reflect the diverse career paths of those who started the training to get the FITT Certificate.

Value of FITTskills Courses: 89% of respondents find FITTskills courses valuable. – 2023 FITT Customer Satisfaction Report

FITT Diploma holders: A growing force in global business

The FITT Diploma in International Trade holders are on the rise, with 487 graduates joining the league in 2023.

87% of respondents find FITTskills courses relevant to their jobs and responsibilities. – 2023 FITT Customer Satisfaction Report

The number of FITT Diploma holders not only eclipses the previous year’s count but also emphasizes the increasing importance placed on trusted international trade credentials. This year’s FITT Diploma earners span diverse sectors, including agriculture, food, manufacturing, finance, logistics, and technology.

The extensive list of companies these diploma holders are now associated with includes enterprises like RBC Royal Bank of Canada, TD Bank Group, Epiroc, SGS Canada Inc., Haya Solutions Inc., Coca-Cola Bottling, and Tjx Canada. From government agencies to private enterprises, the FITT 2023 Diploma holders are weaving a rich tapestry across the international trade spectrum. 

Their reach extends globally, with professionals working with business divisions located in Europe, Latin and North America, Asia, and East Africa.  

Among the Diploma holders, the job roles include Export Sales Manager, Business Development Officer, Commercial Officer, Project Manager, Import & Export Analyst, Supply Chain Specialist and more. 

Having gained expertise in the 6 key  knowledge areas that make up the FITTskills program, the FITT Diploma holders have achieved one of the main requirements to apply for the Certified International Trade Professional (CITP) designation.  

CITPs: A community of validated trade leaders represented world wide

The Certified International Trade Professional (CITP) designation stands as a beacon of excellence in global trade. With CITPs present in 47 countries, the community represents a network of certified international trade practitioners, contributing to various sectors and industries. 

The list includes a wide range of job positions, spanning from Trade Commissioners, Managers, Directors, and Presidents, to various specialized roles in logistics, finance, law, marketing, supply chain management, and education.  

The company list exhibits a diverse array of industries, ranging from government and trade organizations, such as Global Affairs Canada and Export Development Canada, to educational institutions like the University of Calgary and Niagara College. It also includes technology giants like IBM and Google, manufacturing and aerospace companies such as Airbus Helicopters and Teck Resources, as well as consulting firms like Deloitte. The presence of financial institutions, retailers, healthcare, logistics, and mining companies underscores the broad spectrum of sectors involved in international trade and business development. 

From professionals who specialize in logistics, law, finance, and education, CITPs are leading the charge in shaping the future of international trade and business development. 

FITT continues the mission of advancing the international trade profession. The growing numbers of FITT Diploma and Certificate Holders, coupled with the global presence of CITPs, paint a picture of a community that is not only expanding, but also influencing the trajectory of global commerce.

As we reflect on the accomplishments of FITT’s learning community in 2023, we anticipate an even more impactful journey ahead, shaping the future leaders of international trade. Whether you’re a government official, a private sector professional, an aspiring entrepreneur or a leader looking for training to upskill your team, you can be inspired by the 2023 FITT credential achievers and begin your own journey through skills development and professional certification.

More than ever, validated skills are the gateway to success in the complex world of international trade. 

In this three-part series, digital trade expert Craig Atkinson, CITP addresses key questions and practical considerations related to technology-enabled cross-border interaction among buyers, sellers, intermediaries, and governments. Article based on an interview by FITT’s Pamela Hyatt.

Craig Atkinson is the Founder and Director of Lexmerca International Trade and a Trade Development Specialist with the International Trade Centre (ITC), the joint agency of the United Nations (UN) and the World Trade Organization (WTO). His roles focus on addressing legal-technical challenges that affect global trade.

Active in the field of digital trade, Craig participates in the World Economic Forum’s TradeTech community and in projects with multiple international organizations, academic institutions, technology foundations, and standards bodies.

Academically, he is a Non-Resident Fellow with the World Trade Institute (WTI) as well as a Research Affiliate with the Singapore Management University (SMU) Centre for AI and Data Governance and the SMU Centre for Computational Law. Professionally, Craig has been a FITT Certified International Trade Professional (CITP) since 2011.

What is digitization? From documents to data?

Digitization involves moving away from paper documents – that may be authoritative with original ink signatures or stamps – toward electronic representations of what paper ‘would’ include.

Digitization vs Digitalization

Digitization is the conversion of analog content into an electronic form (resulting in a representation of data, information, objects, images, sounds, documents, signals, etc.).

Digitalization is the utilization of digital technology to improve processes and alter business and governance models. These changes lead to opportunities for improved coordination.

Unfortunately, it is common to conflate efforts for digitization, the first step in digital transformation, with ‘digitalization’ that follows. To really understand what digitization entails for trade, it is important to initially know something about electronic data.

As industry and government transition toward Electronic Data Interchange (EDI) or Application Programming Interfaces (APIs) between systems, many types of trade documents – financial/commercial, transport, and compliance – are being digitized and represented as ‘digital paper’ or originating as machine-readable (i.e., neither requiring extra ‘keying-in’ of data by people nor optical character recognition, OCR, by machines).

Digital paper formats, such as PDFs, may or may not contain machine-readable data fields (or have data appended). Among others, directly machine-readable formats include the eXtensible markup language (XML, a standardized markup language designed to define how data and information is organized) and JavaScript Object Notation (JSON, a standardized file and data interchange format that uses human-readable text to store and transmit data objects as tables).

An endpoint for digitization, electronic data sources break the mould of thinking about ‘documents’ and move the conversation toward how ‘data’ are structured and used as well as availability, quality, compatibility, and legality.

How is the digitization of trade documents taking hold in practice?

My experiences in advancing electronic business and government technology (GovTech) can help to answer this question. Since 2018, I’ve been an Expert with the United Nations Centre for Trade Facilitation and Electronic Business (UN/CEFACT). Through the international system, UN/CEFACT engages with all stakeholders in the trade community to develop standards and technical guidance.

In advancing digitization, its outputs include the UN Trade Data Element Directory (UNTDED/ISO 7372) as integrated into other standards, the ‘buy-ship-pay’ Reference Data Model (BSP-RDM), the Supply Chain Reference Data Model (SCRDM), the Multi-Modal Transport Reference Data Model (MMT-RDM), and document representation standards for electronic invoicing (e-invoice) and electronic sanitary and phytosanitary (SPS) certificates (E-cert).

As a global forum, goods trade professionals should be aware that UN/CEFACT’s standards increasingly underpin domestic electronic commerce (e-commerce) and digital trade.

The conceptual framework for digital trade

I also maintain a Member-Observer role in the Universal Business Language (UBL) Technical Committee (TC) under the Organization for the Advancement of Structured Information Standards (OASIS). Involving contributions from individuals, the private sector, and governments, OASIS develops open standards in a variety of areas, including transportation, payments, and finance.

For example, the UBL TC has produced an open library of trade-relevant electronic document representations (e.g., sales invoices, purchase orders, and carnet for temporary export of goods) in XML and JSON formats. Version 2.4 of UBL was recently approved as a Committee Specification.

Several document-specific initiatives are emerging in parallel to these efforts, leading to a greater need for stakeholder collaboration to resolve potential interoperability issues between proliferating document standards.

For instance, the Future of International Trade (FIT) Alliance was established in 2022 by five founding members (BIMCO, DCSA, FIATA, ICC, and SWIFT). The main objectives of the FIT Alliance are to raise awareness and accelerate adoption of a standardized electronic Bill of Lading (eBL) across entities in ocean shipping (creating a ‘universal eBL’). For trade professionals looking to engage with eBL initiatives, it’s critical to consider what any bill of lading should include.

Shaping digital standards for customs, I also monitor the work of the World Customs Organization (WCO) and updates to its Data Model (DM). A pillar of goods trade facilitation for more than 20 years, the WCO DM provides structured, harmonized, standardized, and reusable sets of data definitions and electronic messages to meet operational-legal requirements at the border.

Adapting to and utilizing such standards at digital ‘touch points’ with cross-border regulatory agencies is quickly becoming a core competency for trade professionals involved in compliance.

Lastly, trade professionals should follow developments in the legal environment at home and abroad. By committee, lawyers under the United Nations Commission on International Trade Law (UNCITRAL) have crafted model laws as templates to inspire national legislation for the legal recognition of electronic trade documents/data. Alongside work to map trade data elements, the International Chamber of Commerce Digital Standards Initiative (ICC DSI) promotes UNCITRAL instruments.

While such initiatives have largely emphasized goods trade, digitization combined with the legality of electronic communications and transacting is also needed for services trade when contemplating e-invoicing, e-payments, and taxation.

So, that’s digitization in a nutshell. It is vital for stakeholders in the trade community – from senior leaders to newly minted trade professionals – to have a strong grasp on the nuance. The ‘end-to-end’ supply of electronic data is only as strong as its weakest link and its availability is a midway point. An additional step, digitalization, is required for digital transformation to address the manual processes associated with cross-border interaction.

What is digitalization? Towards process improvements and systems?

A second step, digitalization can occur when you have requisite data sources in electronic form and there is no longer a need to physically coordinate the submission, exchange, and processing of paper documents. Within disparate initiatives, digitalization concerns process improvements – multi-layered possibilities for better coordination and automation of procedures – that arise from using electronic data sources with digital technologies (typically through computer programming). For trade, digitalization can help businesses to anticipate costs before they’re incurred and better comply with market requirements.

This implies that, by leveraging digital technologies, the potential for market expansion is significantly greater for businesses of different sizes. Digitalization can be considered the ‘great equalizer’ because it means that an individual or small business may use technology to better participate in domestic e-commerce and digital trade. For digitalization-oriented approaches to work, there needs to be foundational Digital Public Infrastructure (DPI) in place, such as national or regional Single Window (SW) systems for trade.

In combination with the right public infrastructure, tools like Digital Intermediation Platforms (DIPs), “online interfaces that facilitate… direct interaction between multiple buyers and multiple sellers, without the platform taking economic ownership of the goods or rendering the services that are being sold (intermediated)” create possibilities for small enterprises to scale their international market reach to the level of businesses with fully staffed trade operations/compliance teams.

How can professionals contribute to the digital transformation of trade?

Digital transformation is as much of an endpoint as it is the beginning of a cycle that changes how businesses, intermediaries, and governments interact. Aside from staying aware of the various initiatives for digitization and digitalization, it’s important for trade professionals to actively contribute given their unique experiences within different stakeholder groups.

Informing the development of infrastructure allows people to build specific tools to address the ‘pain points’ experienced by small enterprises. This also means that any trade professional should be able to use these tools, along with their expertise, to have the option of going ‘beyond the border’.

A caveat, technology aside – I believe that businesses should always try to learn their home market first.

Any good trade advisor will tell you it’s better to prove your local market, or at least operational capacity, before making a foray into international markets.

Combining practical experiences with trade expertise, like the Certified International Trade Professional (CITP) designation, equals a path to success for businesses in this new ‘digital economy’.

It’s important that businesses have team members with a grounded professional background in trade before considering digital transformation or offering services.

A CITP or someone who has completed a program, like the FITTskills program, is incredibly useful for the purposes of validation within a particular community, whether business or government, related to trade.

Learn more about Single Window systems in Craig’s deep dive article, part 2 in his series on digital trade technology, or TradeTech.

Peter Hall has long been an influential voice in the international business community. He served as VP & Chief Economist at EDC for over a decade. In the FITT Economic Briefing series, Peter explores the current state of the world economy, forecasts and what it all means for today’s exporters.

Here is a recap of the first three installments in the series. For the full picture, watch the videos and be sure to subscribe to FITT’s Youtube channel so that you will be the first to know when there is a new briefing update.

Is forecasting passé? Projections and pandemonium are a strange mix

Released in August, 2023

Chaos is a big theme these days – it appears in books, movies, high-level economic and political discussions, and it has come to permeate our view of things. Whether it’s climate change, technological change, de-globalization, terrorism, populism, pandemics,  demographic change, misinformation, corporate ethical issues, IP, AI or the host of other mega-shifts I’ve left off the list, each individual issue is daunting on its own; collectively, they are something of a nightmare.

The shock, persistence and randomness of these issues has led many to conclude that it’s not really possible to see the future, that the models of the past are broken. That’s probably true if everything has changed. But everything hasn’t changed.

The traditional business cycle is still relevant

We still talk the business cycle and its four phases: growth, peak, recession and recovery. All of these terms are still in our business vocabulary, and still active in reality.

What’s confusing about today’s business cycle is that it doesn’t seem to be following the same cadence as in the past. In recent history, we could count on a recession happening roughly every 10 years. However, dating back to the early 1980s, the world has undergone significant positive shocks that have increased our collective capacity to grow. Things like computing power, telecommunications, the rise of emerging markets, globalization, and myriad related factors and applications have revolutionized and set whole new limits to our growth potential.

It’s really hard to argue that in the big, driver economies there is clear evidence of pre-recession excesses. In fact, there is ample evidence of the exact opposite – a massive anti-bubble of pent-up demand.

If you don’t agree, you’re in good company – but try these arguments on for size: first, the COVID-19 policy-induced recession simply deferred a lot of intended spending. And the money is there for it, from incomes that were just banked to paid-out but unspent stimulus money. Second, prolonged sluggish growth created a huge groundswell of pre-pandemic pent-up spending. Third, at the same time, Americans vastly reduced their personal debt levels. Fourth, the 2008 housing disaster, most evident in the U.S. market, brought chronic underbuilding that created a big supply-demand gap that will take years to fill. In the U.S. and Europe, housing is on the up and up. No wonder the Fed is finding the inflation battle hard.

Canada and the U.S. are facing different scenarios into 2024

Ditto for Canada? Sadly, no. Soaring consumer debt and poor housing fundamentals will not respond well to aggressive interest rate hikes. This, together with higher consumer prices will ensure that Canadian consumers are tighter with their cash. Avoiding a significant domestic recession will be very difficult for Canada to do.

This time around, Canada’s exporters will get a free pass. The relative strength of our key trading partners will likely shift business interest more to an export focus – by extension, heating up demand for international trade expertise.

Not only will exports partly offset the domestic malaise, but that same domestic weakness could well free up labour and plant capacity for the export sector – it’s actually a good moment to keep an eye open for talent that’s currently being shed in the high tech, financial services and skilled-trade firms that primarily serve the internal economy. It’s also a good time to be on the lookout for strategic investment plays.

Here’s the deal

Forecasting is alive and well, if the impact of structural changes is properly understood. Data and cyclical fundamentals together show that the global economy is stronger than news reports have indicated. This will help it to absorb higher interest rates without drastic fallout, and to continue growing for a number of years to come. To do this successfully, more capacity will be needed to deal with rising demand. That will be good for Canadian exports, Canadian business investment, and skilled international trade professionals.

Is Inflation Going the Wrong Way? Analysts say more rate hikes ahead

Released in September, 2023

As you know, businesses, exporters and consumers have already paid a huge price in the Bank of Canada’s inflation fight. The sharply higher cost of borrowing has hit us from all angles – personally, in business investment projects and working capital needs, and in business flows.

Haven’t rate hikes gone far enough? Why aren’t they more effective? What about core inflation?

That’s all the Bank of Canada cares about, right? Partly right – in an inflation fight, they’re looking at everything.

What wasn’t discussed in immediate news flashes over the past few months is that certain key groups in the CPI basket are either deflating or in disinflation territory. Take household operations, furnishing and equipment, for instance. It’s a category that accounts for almost 15% of the CPI basket, and has fallen by an average of 0.5% per month for the past three months. That’s an annualized drop of 5.9%, a pretty serious tumble. Guess what – this category isn’t alone. Clothing and footwear tumbled by 2.8% in the past two months alone. Meanwhile, health care costs have flatlined. Add it up, and about a quarter of the basket is really hard-hit.

Still a lot of interest costs pain ahead

This sure complicates the budgeting process. Businesses are struggling with irrepressible energy and transportation costs, critical for international trade, and a softening domestic market that’s putting downward pressure on selling prices. Weak producer prices are a mixed blessing; input costs are muted, but those selling intermediate goods are in a squeeze.

Monthly increases in mortgage interest costs are still rising at a double-digit pace that has persisted for 14 months, and is almost sure to continue for some months to come. In July alone, growth was at a 24% annualized pace. The pace was actually higher a few months back, but today’s growth is on top of previous gains and is almost sure to barrel on in the coming months. For interest costs, there’s still a lot of pain ahead.

Is the cure worse than the disease?

Now wait a minute; when we’re talking about inflation from interest rate hikes, isn’t that inflation that’s sort of caused by the Bank of Canada? Well, I’m afraid so.

This is one of those strange situations where fighting fire with fire is the remedy. But if that’s the case, shouldn’t the measure of success be the price path of everything but mortgage interest costs? That is, are the fires that are being intentionally started helping us conquer the original fire? Seems reasonable.

That should be easy; mortgage costs are hefty, so tackling what remains should be easy, right? Not quite; hard as it may be to swallow, the weight of mortgage interest costs in the the entire 2022 CPI basket was just 3.46%. But don’t despair; multiply that by the 30.6% year-on-year growth in this category and you add a full percentage point to headline CPI!

Here’s the deal

Monetary policy remains a delicate dance. Rate hikes to date will still be biting down hard on the economy well into next year. Spurious and fleeting price changes will doubtless complicate the exercise, but the Bank’s potion seems to be working. As we’ve seen in the past, too much is lethal.

Navigating Near-shoring: Tempering enthusiasm with caution

Released in November, 2023

It seems everywhere there’s business-talk, near-shoring is one of the key topics. Whether in keynote presentations, strategy meetings or side-bar conversations, there’s lots of buzz.

While serious talk of near-shoring is nothing new, springing to life with SARS-1, business-arresting weather and seismic events and the Global Financial Crisis of 2008, it really took the COVID-19 pandemic to kick it into tangible action. In investment-speak, that’s pretty recent.

It takes time to actually get shovels in the ground, but that seems to be happening in spades in 2023.

What does this mean for exporting businesses in Canada?

Many are welcoming this enthusiastically. They see new investments coming in, with employment opportunities, ribbon-cutting ceremonies and of course tax dollars to follow. And if they’re not coming here, well, they’re setting up shop in a ‘friendlier’ location. Supply chains are more secure. Shipping will be more predictable, and require shorter lead times. In short, it’s much more about us, and it’s keeping the so-called ‘bad guys’ out. But is it all positive?

6 key near-shoring challenges for exporters

Unfortunately, there are a good few things to watch out for:

1. Higher costs

Let’s face it, under globalization, business was organized internationally to minimize costs. Competitive pressures ensured that businesses would make cost-efficient decisions. It’s logical, then, that unwinding this process will result in higher-cost production. The timing isn’t great, as we are already dealing with the first serious inflation outbreak in 31 years. Exporting businesses will have to factor this into their plans, and will have to be creative to remain competitive.

2. Labour shortage

New domestic investments will require workers, and these – at least in Canada, the U.S. and Western Europe are in short supply. As such, these new operations will likely bid up the cost of labour, which no doubt will seep into our own organizations, magnifying wage pressures that are already present.

Canada’s acute shortage of skilled labour also suggests that new investments may well poach skilled labour from existing operations, compromising production from existing facilities, and again, adding to wage pressures for skilled workers.

3. Financing

The timing of new investment activity isn’t great, as it’s clashing with the recent spike in interest rates. While we may welcome all of this new activity, the cost of what it produces will likely have to factor in increased borrowing costs.

4. Location

You may be happy that a key part of your supply chain is moving closer, say from China to Mexico. If you haven’t dealt with Mexico-based businesses before, there’s likely a lot to learn about transactional, taxation and logistics issues, among other things. And even if you are familiar with the new market, there may well be differences that relate to the nature of the goods and/or services in question.

5. Are potential partners really near?

Near-shoring has created a wave of investments from offshore suppliers, in an attempt to be treated as local content. China is particularly active, with anecdotal evidence suggesting strongly that it is investing in North America, especially Mexico, and in places like South Korea which have preferential trade agreements with the U.S.

This new investment is generally being welcomed by the recipient jurisdictions, but if in U.S. policymakers’ eyes this is ultimately viewed as a violation of the spirit of near-shoring, then these investments – and those supplied by them – may well find themselves on the wrong side of Canada’s top customer. With this in mind, remember that USMCA is up for renewal in 2026.

6. Politics vs business

Businesses make investment decisions based on long-term dynamics, given the amounts being committed and the need to generate shareholder value. Politics is often on a shorter horizon, and can be fickle. When it finally dawns on consumers that they will ultimately pay the bill for this, in addition to current inflation pressures and higher interest rates, they may sour on near-shoring.

At the same time, businesses need to be aware that higher-cost repatriated investment means that there are still lower-cost operations elsewhere that could well threaten future competitiveness. They, too, may lose enthusiasm for near-shoring. Best to keep an open mind and remain flexible.

Here’s the deal

Past promises to re-shore, near-shore or re-localize supply chains weren’t honoured for a reason. Businesses simply weren’t convinced that the long-run costs of disruption justified a substantial re-working of their global production networks. Political pressure and security concerns have convinced many that it’s time to make good on the promises.

Whether or not the changes stick remains to be seen. Where national security is concerned, near-shoring is here to stay. For the rest, time alone will tell. As near-shoring is essentially a policy in flux, it is critical to keep an eye on the progression of the issue in the coming months.

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Student of the Year Award

Congratulations to Hector Chacon from CDI College for receiving this top honour. It celebrates the student with the highest overall grade point average after completing all FITTskills courses, the last of which would have been completed in the 2022 calendar year. In completing all courses successfully, Hector also earned the FITT Diploma in International Trade. Presented by FITT’s strategic partner, Export Development Canada, this award is a testament to Hector’s outstanding academic performance.

Sonica Grewal, B. A., Campus Director at CDI College, says this about Hector:

“He is an outstanding student with high grades, good attendance, and an excellent attitude.”

Congratulations, Hector, we can’t wait to see where your career takes you!

International Sales and Marketing Plan Award

The International Sales and Marketing Plan Award goes to Amier Shooman from Algonquin College! This is awarded to the student who has received the highest grade for their submission of a completed sales and marketing plan during the 2022 calendar year. 

Amier has chosen to study international trade due to his exposure to international politics and policies. He loves learning about new cultures, markets, and communities in the global economy.  

Amier is already looking at adding further accolades to his international trade résumé. His career goal is to work in a constantly evolving international trade environment.

“My dream is to one day become a top-level manager. To achieve this endeavor, within the next couple of years, I plan to earn the CITP|FIBP certification. I then plan to find an entry-level position in either a special or rotational role within the international trade field.”

Amier’s award-winning project involved exploring opportunities for DAVID’s TEA to expand into a new market in England, underscoring the practicality of a sales and marketing plan in the target market. 

Adam Digor, CITP, Instructor at Algonquin College states this about Amier:

“Amier is one of those unique students with a great attitude, aptitude and concise communications skills. He has an inquisitive presence in the classroom, asking questions to help the instructor better articulate the subject to the students.”

Congratulations, Amier, on this remarkable achievement! We are confident that your success will pave the way for a bright future, and we look forward to seeing you join the CITP community soon.

Connect with Amier Shooman on LinkedIn.

International Business Plan Award

The International Business Plan Award is presented to the students who achieves the highest grade for the submission of a completed international business plan during the 2022 calendar year. This category includes two outstanding winners – Makaniya Madhusoodanan Kavitha from Fanshawe College and Tinashe Stanley Mukono from Mount Royal University.

In addition to winning this award, these graduates from Fanshawe College and Mount Royal University have also fulfilled all requirements to earn the FITT Diploma in International Trade. 

Frank F. Cotae, PhD, MBA, Associate Professor of International Business at Mount Royal University, lauds Tinashe for his remarkable understanding of international trade and the quality of his International Market Entry Report (International Business Plan) for Rviita’s expansion in Denmark. 

“Tinashe has shown extraordinary understanding of international trade clearly evidenced by his International Market Entry Report: Rviita Expansion in Denmark. The quality of the analysis and decision making ability have been showcased in Mr. Mukono’s report, supervised by Dr. Abdul Chikhouni, and have culminated with him earning a Diploma in International Trade, an accomplishment for which he deserves congratulations. Having mastered FITT x EDC skills and competencies he has formed the basis for his current career as a Project Manager with RSM.”

Connect with Tinashe Mukono on LinkedIn.

Makaniya’s interest in multinational companies’ success in international markets led her to choose international trade as a career. She aspires to become a trade policy analyst and has a career goal to become a director of international trade policy in a multinational corporation. 

Makaniya’s projects included analyzing the expansion of Railway City Brewery into the United States market and determining the most reliable methods for Mycionics to enter the European market.

“The course taught me how to conduct detailed and analytical market research from authentic sources and condense them to create an effective trade report. I have learned to read and understand business reports of companies on international trade.”

Connect with Makaniya Kavitha on LinkedIn.

The 2022 FITT Educational Award winners exemplify the commitment, passion, and dedication that underpin excellence in international trade education. Their stories highlight the exceptional talent nurtured within FITT educational partner training organizations and the knowledgeable and dedicated coordinators and professors in these institutions. 

From everyone at FITT, we extend our congratulations to these remarkable students. The FITT Educational Awards stand as a symbol of their developing talent, and we look forward to witnessing the future accomplishments of these rising stars in the field of international trade.

Business growth often has to include an eye to international expansion and FITT was there to connect women entrepreneurs to the know-how they need to be successful in global markets. In this article, we will cover 10 of the key learnings that were shared at this productive event.

1. Stay on top of the changing landscape of global challenges

It’s essential for business owners and entrepreneurs to stay informed about the critical issues and trends that may impact their operations and decision-making. The global challenges which are currently affecting businesses worldwide include the debt ceiling, fallout from banking turmoil, inflation, interest rates, China’s reopening, geopolitics (war in Ukraine), and climate change.

Each of these factors can significantly impact the global economy and have a ripple effect on businesses in various sectors. Staying informed about these challenges will enable entrepreneurs to make well-informed decisions and adapt their strategies accordingly.

2. Re-globalization is shaping supply chains

After experiencing both globalization and deglobalization, the world is now witnessing a process known as re-globalization. This process is characterized by a renewed emphasis on global interconnectedness and can be seen as a response to previous trends of isolationism in certain countries and regions.

This transition involves the adoption of new trade policies, such as switching trading partners, revamping supply chains, and focusing on domestic production.

3. Friend-shoring may be the best way to react to China’s “de-coupling”

Another notable aspect is the concept of “de-coupling,” where countries like China aim to reduce their dependence on the United States. While re-globalization offers potential benefits, such as increased stability and reduced vulnerability to disruptions, it also presents risks.

Friend-shoring, a strategy of engaging in trade with friendly nations, ensures continuity, but may come at higher costs and potentially disrupt global trade leading to inflationary pressures.

4. Closely monitor inflation trends

Inflation has been a significant concern in 2022-23. The goal is to bring inflation rates down from their current levels, such as Canada’s 4.4%, to a target of 2%. The decrease in goods inflation can be attributed to a decline in demand as China reopens, and supply chain stability improves.

However, services inflation remains elevated, mainly due to higher wages and salaries. Business owners should closely monitor inflation trends and consider the potential impact on their costs, pricing strategies, and overall financial health.

5. Beware of currency risks and other economic shifts

In the face of these challenges, business owners must remain vigilant and prepared.

Monitor the economy for signs of a potential downturn or recession, which some experts predict may occur in Q2 and Q3.

In addition, the persistence of sticky inflation calls for a cautious approach and the expectation of restrictive monetary policies in the foreseeable future. Markets, including currencies, interest rates, and equities, are likely to remain volatile, demanding attention and proactive risk management.

6. Global ambitions require global skills

Having a strategic mindset is crucial when venturing into international trade. Instead of relying on opportunistic approaches, businesses must develop a well-thought-out strategy, including an organizational pillar, financial pillar and operational pillar.

This mindset ensures that decisions are based on thorough research and analysis, and identifying opportunities aligned with long-term goals.

Going global requires trade-capable individuals within the team who possess the necessary skills and knowledge to navigate global markets effectively.

7. Consider the “double half rule”

The “double half rule” highlights that it often takes twice as much time and efforts to achieve only half the value (compared to domestic business) when expanding internationally. Never underestimate factors such as the amount of time, money, and effort required.

Cultural differences and language barriers can also pose significant obstacles. In addition to that, being up to date with customs regulations, policies, trade agreements and other regional regulations will be the base to establish and maintain the relations with partners.

8. The power of networking

Networking and leveraging available resources play a vital role in addressing these challenges. Establishing connections with organizations such as chambers of commerce, Trade Commissioner Service (TCS), Export Development Canada (EDC), Business Development Centers (BDCs), and Small Business Development Centers (SBDCs) can provide valuable support and guidance throughout the export journey.

Being a part of WPO 2023 Entrepreneurial Excellence Forum proved this point of the value of leveraging the network and mutual support of female leaders.

9. How to determine if your business is export ready

A strong export plan is a critical component of success in international trade. Research is the foundation of such a plan, enabling businesses to make informed decisions. We highlighted five key considerations while creating an export plan:

1. Clearly define objectives
2. Select the right market based in extensive research
3. Choose the right product(s) to enter the market gradually (sometimes you don’t need to go with all your products at once)
4. Establish an appropriate financial model
5. Determine the most suitable fulfillment process

It is important to continuously update and adapt your export plan based on new insights and market dynamics.

10. Get the right people on the bus

Great organizations make sure they have the “right people on the bus” and the right people in the key seats before they figure out where to drive the bus.

Does your business have the right talent in place with solid experience in international trade?

It does not matter where your business originates from or what it does – your priority is to recruit the right talent with relevant experience. So, when it comes to business expansion, you need a team that understands how to:

• Research target markets effectively
• Manage international finance and FX intricacies
• Navigate the complex landscape of international shipping, logistics and transportation
• Engage in appropriate cross-cultural marketing and sales
• Adapt products and services to the many regulations in international markets

Regardless of the position, what is exceptionally important for the success of your team is the amount of professional experience and training they have.

Additional resources:

• How to Take Your Business Global – 5 Important Steps for Female Leaders
• How To MacGyver Your First Export- Laurel Delaney
• EXPORTING: The Definitive Guide to Selling Abroad Profitably

“…companies that export make 121% more money, grow faster, last longer, are better connected within supply chains, are more resilient to economic downturns, and are more productive, competitive and innovative.” 

It’s no wonder then, that the majority of Fortune 500 entities operate locations in foreign countries, according to research by CapRelo.  

Coming from a broader perspective, there is no bigger pool of consumers than the global one. Take the USA, for instance.

“More than 95 percent of the world’s consumers are outside of the United States,” notes the US ITA (International Trade Administration). “Your competitors are increasing their global market share, and you can too.” 

The story is the same for businesses in all countries around the world too. Whether you’re looking to expand operations or simply want to export your products and services to an international locale, the world is a big oyster for you and your business to take advantage of.  

So, the bigger question on your mind should not be why should I be expanding my business to global markets? But, instead, how do I expand my business into global markets safely and successfully? 

The answers are out there, and they require diligent decision-making processes and strategies that have been tried and tested by the most successful companies around. There is no secret recipe to it all, you just have to do the right research, have the right partners, the right training and the right team. Keeping in mind that female-run businesses often face more hurdles when building their companies, it’s especially important to think about expansion with this type of due diligence in mind.  

With that said, here are 5 important steps that female leaders can take to take their businesses beyond domestic boundaries.

Create a Highly Trained International Business Team 

In business, people do not encourage ‘going it alone.’ Yes, there are stories of renegade disruptors straying from the pack and doing their own thing to much-lauded success, but the reality behind many of these solopreneurs and their companies is that they had excellent mentors, staff members and partners who helped them become the success stories that they are today.  

So, when it comes to business expansion, you need a team that understands how to:

• Research target markets effectively 
• Manage international finance and FX intricacies 
• Navigate the complex landscape of international shipping, logistics and transportation 
• Engage in appropriate cross-cultural marketing and sales 
• Adapt products and services to the many regulations in international markets 

This type of team can be comprised of many positions, depending on your company’s size, operational model and needs. Many international business consultants offer-up global trade experience for doing business in international regions, as do import-export consultants, trade compliance specialists, and procurement and purchasing experts—on a more granular level.  

Depending on the size and breadth of your team already, you may want to hire a specialist in a niche area, such as logistics, or you may need someone who can do it all, from researching the right global markets to executing the expansion strategy on a daily basis—like a seasoned international business consultant, developer or manager. 

Regardless of the position, what is exceptionally important for the success of your team is the amount of professional experience and training they have.

For example, many companies that are focused on international trade often look for the Certified International Trade Professional designation (CITP®|FIBP®*) when sourcing top talent.

That’s because CITPs have the knowledge and skills needed to provide services in all of the areas noted above (and more). This type of designation can be extremely beneficial as it provides your clients with added confidence that your team members understand the complexities involved in global expansion and, more importantly, know how to avoid common mistakes that untrained and inexperienced individuals so often make. Just as you need to do your due diligence for your business, your teams also need to be properly equipped to do the same in their areas of expertise. 

Execute a Thorough Feasibility Assessment 

If you are going to expand your business into new markets the right way, then you need to do the right type of research to see if the potential opportunities are viable for your business—both its current and future state. That means you need to:

• Assess your organizational readiness to take on international trade initiatives 
• Understand the best import or export opportunities for your business using the right types of data (such as macroeconomic data) 
• Perform cost-benefit analyses for all of your expansion activities  
• Understand how to mitigate the wealth of risks that can occur day by day in an ever-changing global economy 

These aren’t small tasks by any means, but that’s why adding the right professionals to your business is of utmost importance. They know how to do it all, so you don’t have to. 

Find the Right Partners 

When entering a new international market, partners can help establish effective marketing and distribution systems, region-specific market and consumer knowledge, and important government or regulatory connections that are necessary for successful expansion. However, there are many, many instances where not doing the right research and understanding your liabilities or partner’s liabilities can create disastrous situations for both parties. So, it’s important to understand what type of partnership you need first (distributor, agent, business association, business associate etc.), and then how to ensure you negotiate an agreement that will not only benefit your business but protect it during unexpected scenarios too.  

Establish Strong Female Support Networks  

Female leaders need other female leaders to thrive in today’s business environment. The WPO is just one of many organizations that understands the importance of this notion, creating a network of peer-to-peer support for women who seek advice, experience and resources from women who have succeeded at doing business or, in this specific case, international business. Not only do female support networks offer mentors, conferences, expert advice and opportunities that otherwise would be difficult for female-run businesses to attain on their own, but they also lift up female leadership and diversity initiatives on the whole—continuing an essential growth cycle for the women-led businesses of today and tomorrow. 

Dig for Initiatives, Resources and Funding Opportunities for Women  

At first glance, it can be daunting for women to find resources, financial assistance and business guidance when growing and expanding their businesses. But now, more than ever, the world is ripe with opportunities for women to take advantage of, especially in the form of diversity initiatives. For example, many government sectors in Canada, the US and Europe actively seek female-run companies for events, start-up and incubator programs, and supplier diversity programs.

Many large companies do too; in fact, 97% of Fortune 500 companies have supplier diversity programs, according to EDC.

It may take a bit of digging for the right help, but the investment in time is more than worth it. Better yet, if you have already established the right team and networks, you may not even have to look for these opportunities. People will bring them right to you. 

Going global shouldn’t be daunting. On the contrary, it is exciting and ripe with opportunities for large-scale success—especially if you have the right teams, partners, networks and resources at hand. Luckily, for those who are members of the WPO network, you’re already part of the way there. 

* Certified International Trade Professional (CITP) is trademarked for use within Canada. FITT International Business Professional (FIBP) is trademarked for use internationally. Both reflect the same FITT certified designation. 

Anniversary occasions are always a great opportunity to reflect on the past while looking toward the future. On Thursday, March 9th, FITT and our esteemed group of CITPs and CITP milestone anniversary celebrants did just that.  

During our 2023 CITP Milestone Anniversary Event, we celebrated CITPs marking their 5, 10, 15, 20 and 25-year anniversaries. The online fête included inspiring speeches by FITT President, CEO, and CITP Caroline Tompkins; The Honourable Perrin Beatty, PC, OC, Honourary CITP and President and CEO of The Canadian Chamber of Commerce; and Denise Amyot, Chair of FITT’s Board of Directors.  

The event also officially kicked-off festivities for the CITP designation’s 25th anniversary—a momentous achievement for FITT and all CITPs who have been part of the Certified International Trade Professional designation’s journey over the past quarter century.

Caroline Tompkins noted that those wishing to partake in the festivities are encouraged to use and check out the #CITPis25 hashtag to see all the online excitement happening to commemorate the occasion from now until June—the designation’s official anniversary month. 

CITPs reflect on their anniversaries

There were many event highlights to note, chief among them were touching quotes from notable milestone recipients. Caroline Tompkins shared these stories with the crowd, including the following sentiments from one of FITT’s first-ever CITPs, Bob Greaves—who celebrated his 25th anniversary this year. She noted that Bob said he’s “…been proud to represent himself as a CITP—it is the one designation he’s maintained over the years because of its relevancy and value.”  

Similarly, she shared a quote from Emiliano Introcaso—a CITP celebrating his 10-year anniversary—who said:

“…becoming a CITP makes it possible for me to practice and promote international trade in a way that is professional and ethical. The designation is a logical extension for people who truly want to crown their education and experience in global business and thrive in international markets.”

‘Now’s the time for vision’

In other speeches, the Honourable Perrin Beatty brought foresight and gravitas to the occasion, discussing the challenges and opportunities facing businesses working in a global market. He didn’t shy away from noting the realities of our current trade ecosystem impacted by COVID-19, geo-political conflicts, supply chain snarls, trade barriers and climate change—all of which have exposed “significant vulnerabilities in the global economy.”  

But, more than the challenges, Mr. Beatty highlighted the importance of trained trade professionals within this ecosystem. He encouraged CITPs to lead businesses trying to navigate these complexities, so they can see and take advantage of opportunities that are arising even during these disruptive times.

Canada, specifically, is rich with resources and commodities that the world wants, and it needs businesses led by knowledgeable trade professionals who can help open up these promising new trade markets.

“Now’s the time for vision,” he concluded, inspiring many in attendance to think about their role in the future of the world’s trade systems. 

Milestone recipients shine in the spotlight

In one of the most anticipated moments of the event, milestone celebrants were honoured with a rousing speech by Denise Amyot, Chair, FITT Board of Directors. She recognized the whopping 114 milestone recipients, all listed below: 

Capped off by a lively breakout networking session and a fun quiz, it’s safe to say that this year’s event was a success, garnering meaningful discussions and tributes for our milestone CITPs and the international trade community as a whole.

A huge congratulations to all those who celebrated their anniversaries, and a big thank you to all those who attended.  

Watch the entire event recap in the video below!