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PROFESSIONS
- OVERVIEW
Requalifying
in U.S.A.
Common sense will
tell you that it is essential to become familiar
with the prospects for your profession before spending
money and time in re-qualifying to practice in your
profession. Each state has its own licensing laws.
Meet with members of this profession before committing
to requalify.
Advertising
Many
countries prohibit professionals from advertising.
This is not the case in the United States. Someone
who advertises an ability in a special field will
at the very least, have a working knowledge in
that field. This helps the consumer.
Americans
are used to specialists in every field. In fact,
the United States has become so specialized that
there are specialties within specialties.
You
should display your knowledge. This can be done
in a number of ways. You may give seminars in
your area of expertise. Consider preparing a
monthly or quarterly newsletter aimed at your
specific market. Mailing lists aimed at your
market are available. Direct mailing marketing
companies advertise in the yellow pages and on
the Internet. Joint a professional association.
Understanding your
Profession and Competition
Join
a local/national professional association for
the inside story.
If
there are various components to a product, it
is wise to first investigate the cost and efficiency
of manufacturing all or part of the product by
a contractor either within the United States or
outside the country. Labor costs are high in
the United States. There are stringent employer-employee
regulations within the country as well. Nevertheless,
the label “Made In The United States”
can be an important selling point for the product.
“Made
in the USA”
“Assembled
in the USA”
Advertising
and Labeling Claims
Many
newcomers wish to import parts of a product and
assemble them here. This gives rise to the question
of where the product was made. The Federal Trade
Commission has concluded that “Made in USA”
advertising and labeling claims are governed on
an “all or virtually all” standard.
Under this standard, voluntary, unqualified U.S.
origin claims must be sustained by evidence that
a product is “all or virtually all”
made in the United States.
When
a marketer makes an unqualified claim that a product
is ‘Made in USA,’ it should, at the
time the representation is made, possess and rely
upon a reasonable basis that a product is in fact
all or virtually all made in the United States.
A
product that is all or virtually all made in the
United States will ordinarily be one in which
all significant parts and processing that go into
the product are of U.S. origin. In other words,
where a product is labeled with an unqualified
‘Made in USA’ claim, it should contain
only a negligible amount of foreign content, if
any at all.
There
is no “bright line” to establish when
a product is or is not “all or virtually”
made in the United States. There are a number
of factors in making this determination. The
final assembly or processing of the product must
take place in the United States. Other factors
to consider will be the portion of the product’s
total manufacturing costs that are attributable
to U.S. parts and processing and how far removed
from the finished product any foreign content
is.
Marketers
can make qualified U.S. origin claims, such as
“Made in the USA with US and imported parts”
or "80% Made in the USA,” as well as
claims about specific processes or parts and comparative
claims. All claims must be truthful and substantiated
and qualifications and disclosures should be clear,
prominent, and understandable. An “Assembled
in the USA” claim can be made without further
qualification. Where a product has undergone
its principal assembly in the United States, that
assembly is substantial.
For
more information check out www.ftc.gov/os/statutes/usajump.htm.
NAFTA
(North American Free Trade Agreement)
It
may be viable to manufacture part of the product
inside the United States and part of the item
outside. In this case it is advisable to investigate
manufacturing or assembling in Mexico. Along
the northern border of Mexico there are many cities
where part of a product is manufactured and then
returned to the United States for completion or
vice versa. NAFTA has important benefits for
trade with Mexico.
A
dangerous product is not tolerated in the United
Sates and consumer lawsuits are common practice.
Product liability insurance, although expensive,
is essential.
Even
if the process of manufacturing is relatively
simple, (for example; chemicals), it may be advisable
to contact a (chemical) manufacturer. This will
avoid the necessity to obtain appropriate lease
premises that comply with city, county, or state
requirements for the manufacturer. Someone who
is experienced in the manufacturing of chemicals
will be able to guide you in the regulations for
packaging, labeling, promoting, and insurance.
Remember, they stand to benefit if you are a success.
The
hours in retail are long and very rarely regulated.
In many countries it is prohibited for stores
to be open on national holidays or religious holidays.
This is not the case in the United States. Competition
requires a store to be open for long hours. Many
stores are open seven days a week.
There
are so many different types of retail stores that
it is impossible to provide general advice. Someone
from SCORE who is familiar with your chosen area
would be very helpful.
Every
retail store is affected by The Business Year Calendar.
Check it out for management and marketing ideas.
It is essential that you have an overview of the
business year.
Some
of the most well paid people are involved in sales.
A newcomer to the United States with a product
to sell is immediately enthralled with the possibility
of a two hundred and eighty million person market.
Many practical products have failed to penetrate
the United States market successfully because
they were not marketed correctly. Yet crazy ideas
like “pet rocks” have made people fortunes
because of clever marketing.
A
marketing technique which worked fora product
in a foreign country is not necessarily going
to be the appropriate system within the United
States. The appeal that the consumer saw in a
product in a foreign country is not necessarily
going to be appealing in the United States. Always
get advice and suggestions on your proposed marketing
plan. Contact SCORE (Service Corp of Retired Executives)
through your local SBA office.
Television
Marketing
In
many countries only large corporations can afford
to sell their products through television because
the television exposure is national. In the United
States one can even select a part of a city for
television advertising and reduce the expense.
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