The company faced multiple challenges: understanding shipping responsibilities with their Australian customer, unclear duties and taxes, identifying the right product codes, and establishing smooth documentation processes. On top of this, the products had to be shipped directly from the factory without passing through the UK, while SIEGENIA-AUBI still needed to maintain full control of the transaction, a complex arrangement that required careful planning to meet the company’s high standards for service.
Through the Business Growth West Midlands Exporting Support Programme, SIEGENIA-AUBI worked closely with an export advisor who conducted a full diagnostic assessment. Using the 6-Stage International Export Strategy Framework, the advisor found that while the company had received some overseas enquiries, they were still at an early stage of export readiness and needed practical, hands-on guidance.
The programme provided a tailored three-session Export Management Training Programme, covering export basics, documentation, and operational procedures. The advisor helped with product classification, shipping arrangements, and export paperwork including commercial invoices, packing lists, and Certificates of Origin. This step-by-step support allowed the company to confidently manage its first shipment while keeping control of the process.
The results were immediate. With hands-on guidance throughout, SIEGENIA-AUBI successfully completed their first international shipment. The advisor supported the company throughout the process; checking documentation, ensuring Certificates of Origin were correctly prepared, and liaising with shipping agents. The company has now moved from zero export experience to actively shipping internationally, with quarterly shipments planned and the next consignment going by sea.
Tom Berry, Operations Manager at SIEGENIA-AUBI Ltd, commented: “The Exporting Support Programme turned exporting from an unknown risk into a well-managed, repeatable process for our business. The practical, hands-on guidance gave us the confidence to complete our first international shipment and plan future exports with clarity.”
David Zell, Assistant Delivery Manager – Business Programmes at West Midlands Combined Authority (WMCA), added: "Business Growth West Midlands Exporting Support Programme, run by the Coventry and Warwickshire Chamber of Commerce on behalf of WMCA, is a fantastic programme offering free, in-depth, subject-specific expertise support to businesses within the West Midlands, enabling them to grow their potential through international exporting channels.
"The team are incredibly supportive, knowledgeable and driven to ensure that businesses can thrive and grow off the support that is on offer. The programme is 100% committed to achieving success and is one not to be missed."
With the right advice and practical support, SIEGENIA-AUBI has transformed from a business with little export capability into an active international trader. The company is now well-positioned to grow its presence in Australia and expand into other markets, with the processes and confidence to manage future orders independently.
Ready to take your business global? The Business Growth West Midlands Exporting Support Programme offers expert guidance, in-depth market insights, and tailored support to help businesses expand into international markets. Contact us today and one of our business advisers will be in touch to start your export journey.
*Provided by Business Growth West Midlands (BGWM), the project is funded by the UK Shared Prosperity Fund (UKSPF), and delivered by Coventry & Warwickshire, Black Country, and Greater Birmingham Chambers of Commerce.
