Exporting Without Guesswork: An Entrepreneur’s Story and the Practical Guide to Taking the International Leap
Exporting is no longer a leap into the void—it's a possible path for small businesses that prepare well and know how to take advantage of support from government institutions.
What for many entrepreneurs feels like a distant dream—seeing their products in an international port—began almost by accident for Iván Giraldo. Today, his Colombian company ships containers of plastic packaging to the United States, the Dominican Republic, and Central America. His journey, marked by learning curves, missteps, crises, and expansion, serves as a roadmap to understanding how exporting works, what the most common hurdles are, and which tools exist to avoid unnecessary headaches.
Iván began his working life as an operator in a plastics company, where he spent nine years and worked his way up to production manager. But his real opportunity came thanks to Mr. Benjumea, who recognized his talent and brought him into his business. Just two years later, his boss decided to close the company and offered it to Iván. Without the resources to buy it, he managed to secure a one-year grace period before making his first payment—his first step toward becoming a business owner and eventually building what is now Novaplas.
In 2018, an unexpected recommendation opened the doors of international trade for him. A Colombian client shipped products to the United States using packaging manufactured by his company; the quality caught the attention of the American buyer, who decided to travel to Medellín to see the plant himself.
“That’s how we started—without any real knowledge. We sent the first samples, made the molds, and committed to delivery dates that were way too tight. That was a mistake that choked us in the beginning,” he recalls.
What they lacked in experience, they compensated for with work. “We worked 24 hours straight to get that first container out. It took us six hours just to load it. Today we do the same in 35 minutes.” Over time, the business grew: 40-foot containers headed to California, loose cargo to Panama, shipments to Ecuador and the Dominican Republic, and more recently, clients in Guatemala. Not everything has been success. In 2022, after a maritime bottleneck in the Suez Canal, nine containers were held up in Cartagena for 180 days—a nearly fatal blow. “We lost close to 470,000 dollars. That’s a huge amount of money. But we kept going.”
That’s why, when asked what advice he would give an entrepreneur dreaming of exporting to the United States, Iván doesn’t begin with technicalities—he begins with the emotional part. “First, you have to build a capacity for pain and frustration. In business you win and you lose, and you have to know how to endure.”
The second key, he says, is to study the market thoroughly and not jump at the first deal that looks tempting. And the third: lose the fear, but do it well accompanied. “A good customs agency, a good freight operator, and understanding tariffs. That gives you a name—it gives you reputation,” he explains.
Iván’s experience is a mirror for many small businesses: companies that aren’t born thinking about exporting, but that can gradually build a global operation. What seems risky—like sending a container across borders—can become profitable when done with discipline, proper guidance, and a long-term mindset.
Six Key Steps in the Exporting Process
- Compliance with legal requirements and mandatory registries:
Any company that wants to export must be formally authorized by tax and customs authorities. In Colombia this means updating the RUT with export fields; in Panama, registering under the corresponding export regime. Without these steps, a business cannot issue invoices for foreign trade or access customs benefits.
- Product knowledge and packaging adaptation: Packaging is one of the most critical stages because it determines safety, container space efficiency, and compliance with international standards. In both Colombia and Panama, efficient packaging reduces loading times, logistics costs, and risks of damage or returns.
- Document management and mastery of Incoterms:
Commercial invoices, packing lists, certificates of origin, and transport documents are essential. Selecting the correct Incoterm (CIF, FOB, EXW, etc.) defines which responsibilities lie with the exporter and which with the buyer. A poor choice can lead to extra costs and major setbacks.
- Joint work with specialized operators:
Exporting requires allies like cargo agents, international transport companies, logistics operators, and customs agencies. In both countries, counting on experienced operators reduces errors in inspections, customs selectivity, cargo traceability, and transit times.
- Market research and buyer validation:
Before closing an operation, it is key to know the client, their demands, payment capacity, and reputation. Whether for intra-regional shipments (like in Panama) or for more demanding markets (like the United States), studying the buyer avoids fraud, non-compliance, and financial losses.
- Logistics and financial risk management: Port delays, cargo diversions, rising freight costs, unexpected procedures, and demand fluctuations are common. Colombia and Panama—both with high-traffic ports—require companies to maintain liquidity, proper insurance, and contingency plans to avoid disruptions in their operations.
Beyond operational experience, both Colombia and Panama offer institutions that make the exporting journey smoother.
In Colombia, entities like ProColombia, MinComercio, DIAN, and platforms like VUCE 2.0 provide technical support, requirements validation, business matchmaking, and customs guidance. In Panama, the Ministry of Commerce and Industries (MICI), ProPanamá, and the Panamá Exporta platform play similar roles, helping entrepreneurs identify markets, prepare documentation, leverage trade agreements, and reduce mistakes during their first shipments.
Having these agencies involved from the beginning allows small businesses to move forward with more confidence and avoid costly setbacks.
