GlobeTrade Shows Businesses How to Reach International Market by Sanjay Talwani For small or midsize companies trying to tap into global markets, the trip can be intimidating. But at a recent panel discussion and networking event held at the Jordanian Embassy, several hundred senior business executives, diplomats and others discussed a wide range of regional trends and trade opportunities. Even for officials of major companiesósuch as Cisco Systems, SAIC, Northrop Grumman and Chevron Texacoóthe gathering boasted more decision-making power than typical in one room. The event, a GoGlobal Executive Forum, is part of a strategy by GlobeTrade Network, a small Gaithersburg, Md.-based company with big hopes of promoting international business development for its clients and partners. "What we are observing [is] that the U.S. companies pretty much realize that the global economy is something they have to embrace, particularly if theyíre a small to midsize company that was not as active in the global arena in the past," said Neil Ghosh, GlobeTradeís president. Whether GlobeTrade can facilitate big international deals remains to be seen. So far, the companyís focus has been on bringing parties together and building resources, such as inform ation and consulting services for current and future clients. And at the December event, the pedigree of participants was indisputable. The panel discussion, titled "Business Beyond Politics: Untapped Opportunities in the Middle East," included Thomas Pickering, the former U.S. ambassador to Jordan, Israel, Nigeria, India and Russia and now senior vice president of international relations at Boeing; Mark C. Rohr, president and chief executive officer of Albemarle Corp., which specializes in chemical services; Giac P. Modica, a vice president at global security company SAIC; and Washington Post reporter Paul Blustein, who moderated the discussion. If that wasnít enough, the audience included ambassadors from Egypt, Morocco, Lebanon and other nations, U.S. trade officials, plus a delegation of some 30 government and business officials from Jordan. GlobeTrade has put on about a half-dozen of these events, focusing on regions (rather than specific countries) and large business sectors. The next event, titled "Role of Biotechnology in Homeland Security and Defense," is scheduled for March 12 at the Embassy of Switzerland, with additional events scheduled for April and May. High-powered forums such as these give participants plenty of exposure, and the Jordanians in particular appeared more than happy to plug their kingdomís educated workforce, relative stability and major recent growth in exports. And although plenty of business cards were exchanged and many gained new insights into the Jordanian business environment, making deals actually happen is a much more delicate venture. As GlobeTrade expands its lineup of services after more than a year in business, Ghosh said there are several projects and deals in the works among its clients. But he identified only one completed deal directly attributable to working with the organization. In that case, Grafik Marketing Communications, an Alexandria, Va., marketing and advertising company, landed a contract with a major area institution, although Grafik Vice President of Marketing and Business Development Lance Wain said a confidentiality agreement prohibited him from naming the institution. Grafik is an "event partner" with GlobeTrade by virtue of bartering services, including Web design, in return for participation. "Itís been a beneficial relationship in that it has provided our company with additional exposure in the world arena, both on a domestic and international level," Wain said. In many cases, larger, more established outfits may not need fledgling consulting firms to bring in business. Nevertheless, a blue-chip rosteróIBM, Citigroup, Deloitte & Touche and Siemens among themóhas joined GlobeTradeís crusade. The GlobeTrade events showcase these firms in the high-profile embassy arena, said Mark Cowan, a partner at law and lobbying giant Patton Boggs, which is partnering with GlobeTrade in a one-year deal. "Whereas GlobeTrade may be relatively unknown and young, certainly the embassies arenít, and thatís the venue and the attraction for the companies and the individuals that attend their forums," he said. "The interest that we have Ö is having exposure to the kinds of people that go to the events they host." That includes people Cowan said he might like to see become clients. "It showcases us a little, not in an intrusive wayóitís subtle," he noted. "It gives us entrÈe to the event and gives us an opportunity to see people and talk to people." Think of it as a local chamber of commerce or regional technology council, only international in scope, Cowan suggested. As for its overall effectiveness, Cowan said that Patton Boggs has only been involved with GlobeTrade for six monthsónot enough time to see how well its marketing technique works. For smaller players, GlobeTrade is increasing the number of ways to get a foot in the international door. In addition to consulting and partnerships related to individual events, GlobeTrade plans to launch GoGlobal memberships in 2003 that could bring companies the information, exposure and contacts they need to forge an international pathway. The membership plan will come in various levels and costs, with basic membership below $1,000. Benefits may include access to information on business sectors and developments in various countriesódata that might be prohibitively expensive for small and midsize buyers. Members would also have access to the embassy events and to Web casts of past events. A premium package would include market research as well as legal, tax, accounting, banking, public relations, insurance and other services, Ghosh said. He also envisions an "online tradeshow" to connect companies around the world with embassies and other government sectors. In addition, GlobeTrade currently offers a "global readiness assessment" of a companyís needs and resources. "Itís a very simple way for us to look at a company and do our assessment whether really they are ready to go somewhere, whether the company is prepared to go global," Ghosh said. "So instead of spending a lot of money for a trip and anything else, that can be done in a very cost-effective way." And companies not ready to invest in GlobeTradeís consulting or partnership services can use the membership to get a feel for these services before jumping in. For GlobeTrade itself, success is a work in progress, although the companyís Web site includes testimonials from ambassadors and others praising GlobeTrade and its executive forums. The company is still assembling the same kind of spheres of influence it hopes to be able to eventually provide to others. "It was our strategy from the beginning to focus mainly on building credibility and [providing] real value to our clients and partnersówhich are the embassies and the corporationsóinstead of pushing for the consulting," Ghosh said. "Trying to be another consulting firm out there, trying to sell some consulting services, that was not the objective. The objective was to find the mechanism, a model, which is unique, which is cost-effective, efficient, and which will bear results." That will of course take time, and the partnerships are still young. But Jordanian Embassy spokesman Paul Hijazin praised the networking value of the December GlobeTrade event. And if the upbeat tone of the event is an indication, there are plenty of opportunities for increased trade and investment between nations as world trade barriers steadily fall. In the case of Jordan, cross-border trade increased 37 percent in the first eight months of 2002 compared with 2001, even amid an economic downturn, said Molly Williamson, U.S. Commerce Department deputy assistant secretary for Africa and the Middle East, at the December forum. Albemarle Corp.ís Rohr said his company makes fire-retardant materials using bromine, which comes from two known sources: Arkansas and the Dead Sea. He said Abermarle has invested $85 million in Jordan and has plans to spend another $35 million. And a representative of the clothing industry in Jordan said that three years ago, the industry exported $30 million worth of its products. Now, it sends $300 million worth across its borders. Despite instability in parts of the Middle East, Williamson noted that nations including Jordan, Bahrain, Qatar and United Arab Emirates are becoming very attractive to investors. "It is a region that is very deliberately reaching out for business." More information on GlobeTrade is available on the companyís Web site, www.globetradenetwo rk.com. Sanjay Talwani is a freelance writer in Arlington, Va.