Austrade has reiterated it is a national priority to increase the number of exporters and is urging organisations based in outer suburban areas and regional Australia to give exporting a go.

Austrade’s Chief Economist, Tim Harcourt said recent statistics demonstrate export intensity is particularly high in outer suburban areas and in regional Australia, which shows that when businesses choose to export their goods or services it is possible to succeed.

“Believe it or not, the ABC’s hit comedy series Kath & Kim created by Jane Turner and Gina Riley can help us all to better understand the importance of exporting,” Mr Harcourt said.

“Not convinced, well in the immortal words of Kath, “look at moi, look at moi, look at moi” and I’ll tell you why.

“Kath and Kim’s home suburb Fountain Lakes is one of many outer metropolitan hubs of local businesses exporting. A recent study by the Australian Industry Group (AIG) and the Commonwealth Bank found export intensity (export revenue as a share of total revenue generated by local based companies) is particularly high in outer suburban areas and in regional Australia. Areas that Fountain Lakes is based on in outer Melbourne scored particularly high.

“In addition, Kath and Kim are part of a growing number of women entrepreneurs, many of whom are exporting. According to recent research, women run one third of Australia’s small businesses and there’s been significant growth in the number of businesses operated by women relative to blokes. In fact, one of the fastest growing areas for women entrepreneurs is North West Melbourne (which of course, incorporates Moonee Ponds, home of the other famous Australian suburban cultural export, Dame Edna). We’ve had many great women exporters, such as Bloom, Femme Fatale, 3C, etc. They are great global brands,” he said.

Mr Harcourt said another factor that increases the likelihood of export success is the importance of aptitude and attitude.

“According to Sydney University’s Professor of Marketing, Chris Styles many companies have the right aptitude (skills, product, brand etc.) but not attitude (commitment to exporting, building partnerships etc.). Kath has the right aptitude and a positive attitude, whilst Kim has not got the right attitude (as she says to her daughter, “Stop whingeing Epponnee Rae, it’s mummy’s turn now”),” Mr Harcourt said.

“Exporting is also about innovation, for example Kel is a creative type always experimenting with gourmet sausages. Austrade research shows that exporters, like Kel are innovators, always introducing a new brand or product into the market or tyring out a new service (that is something “noice, unusual, different”).

“Kath and Kim can show Australia how to get on the export bandwagon in the national interest. There are a number of reasons why exporting is good and why it is in the national interest. We need exports to pay for our imports. That is why we export in the first place. As Kath herself puts it: “Exporting makes you effluent mum, and I want to be effluent”.

if you want to know more about the EMDG Programme, contact us