Going global

Accutronics is a UK developer and manufacturer of custom rechargeable batteries for professional applications. The business runs a global operation from its HQ and manufacturing facility, near to the city of Stoke-on-Trent in the West Midlands. Set up in September 2009, Accutronics has around 80 employees and its battery products are exported to over 30 countries across Europe, North America, Africa and the Middle East. Rob Phillips, managing director of Accutronics, offers advice to companies considering exportation.

Rob Phillips discusses custom rechargeable batteries at Compamed

Exporting enables us to reach the majority of our potential customers, the vast majority of whom are not based in the UK, rather than limiting our business to our own backyard. We target specific product application market sectors, such as Original Equipment Manufacturers (OEMs) of portable medical devices, chosen to match our capabilities as a potential strategic supplier. We then research who these companies are and where they are based.

For any business considering exporting, my advice is to think big and look into it properly and personally. The worst that can happen is that you end up with a wiser, wider perspective on your business sector and decide in a well-informed way not to proceed. More likely, you will open up much greater potential growth for your business.

Carry out desk research, but then travel and investigate your potential future markets directly. Industry events, such as conferences and exhibitions, are a great opportunity for further research.

In November we exhibited at Compamed in Dusseldorf, Germany, a leading trade fair for the medical industry which hosts 700 exhibitors from 40 countries, and runs alongside the huge Medica exhibition on the same trade fair site.

For UK firms active in the medical equipment market, the sheer size and scope of this event is in a different ball park to UK-based trade fairs. Quite simply it needs to be experienced to be believed. I'd suggest attending an event like this and assessing whether you want to invest in an exhibition booth next time.

Depending on your sector, there may be some potential barriers, but if you have a good product or service that you believe in, then in our experience buyers are very interested in giving you a chance, regardless of your HQ location. In our industry sector, we successfully export to over 30 countries without using agents, distributors or any other export partners. Today, export makes up 95% of Accutronics’ sales turnover.

Pipped to the post but still future contenders

As we said last month, in 2013 Accutronics was yet again a strong contender for the Sentinel Business Awards having been shortlisted for the International Trade Award. Last year we won the Small Business of the Year Award, as well as the heavily contested Lombard Award for Innovation in Products and Processes at the Manufacturing Excellence Award held in November. 

This year, we were runners up in The Sentinel awards, which is a creditable performance in a very stringent category given the impressive competition we were up against. This has made us all the more determined to win next year.

Sponsored by UK Trade and Investment, the International Trade Award celebrates the outstanding achievements of established exporters involved in international trade, overseas strategic alliances or manufacturing partnerships.

Had we not outgrown the Small Business of the Year Award by taking our turnover above the maximum stipulated in the category, we believe we would have been strong contenders here again. That said, the winner and shortlist in this category were also very impressive and deserving.

But why are we so confident about our export performance? Well, Accutronics’ exports reach thirty countries and 90% of 2010-2011 turnover came from markets outside the UK. Accutronics boasts a 15% share in our target European medical device market

Recently we've won new accounts in Norway and Denmark, to complement the existing customer base which includes customers in Sweden, France, the UK, Switzerland, the USA, the Republic of Ireland, Germany and Israel.

Needless to say, we are very proud of what we've achieved. So watch this space because next year, we aim to win!

Accutronics – Yet again a strong contender to the Sentinel Business Awards

Last year we sheepishly entered the Sentinel Small Business Award category in hope of making it onto the shortlist. It was mainly a benchmarking exercise initially and much to our surprise, we took the trophy home! This year we did it again; Accutronics is now on the shortlist for the International Trade Award.

Rob Phillips and last year's
Sentinel trophy 

As some of you know, the annual British Business Awards celebrate exceptional performance in business and acknowledge those organisations that have made an impact in their industry sector, in the UK or abroad. With nine different categories, the awards are designed to promote and encourage startups, SMEs, exporters and manufacturers alike. 

Sponsored by UK Trade and Investment, the International Trade Award celebrates the outstanding achievements of established exporters involved in international trade, overseas strategic alliances or manufacturing partnerships.

Accutronics exports to thirty countries worldwide and 92% of its business comes from markets outside the UK. Whether it is for medical OEMs in France or portable electronics designers in Scandinavia, our customised battery solutions offer flexibility and unmatched reliability.

“Being shortlisted again this year came as a major surprise to us all,” said Rob Phillips, managing director of Accutronics.  “Last year was an extraordinary one for us; we won both the Small Business of the Year Award and the Manufacturing Excellence Award. This time we went for a different category and we are confident that our application for the International Trade category is a strong one. Everyone here is anxiously waiting for the awards ceremony and hope for the best,” he concluded.

The Accutronics entry for International Trade was covered by the Sentinel newspaper and here is what it had to say: “At Accutronics, each individual battery it designs and manufactures is created with care.

“Its customers are mainly original equipment manufacturers (OEMs) based across the globe and batteries supplied by Accutronics can power anything from a hospital ventilator to a soldier's night-vision goggles.”
Read the entire article here.