Electronic Products & Technology

Navigating the global stage with product launch

Stephen Law   

Electronics Regulations & Standards Engineering Supply Chain Canada Commissioner devices Editor Pick electronic export global affairs Ontario-Trade TCS

Ontario Trade Commissioner offers insights for Canadian tech start-ups

Itโ€™s never easy for technology start-ups. There are so many landmines to navigate โ€“ particularly once the tech innovation or device has been commercialized and poised to take the world by storm. With heightened attention being given to semiconductor development in Canada, we thought it would timely to hear from trade experts as it relates to Canadian-based firms interested in expanding globally.

For this article, EP&T sits down with Waqas Yousafzai, an Ontario Trade Commissioner, based in Toronto. Yousafzai currently works with Global Affairs Canada, where he specializes in promoting and fostering global trade opportunities within the semiconductor, cybersecurity and enterprise software sectors. 

Introduction to Trade Commissioner Service

The Trade Commissioner Service (TCS), part of Global Affairs Canada, has been helping Canadian companies, including those in electronics and semiconductors, expand globally for over 125 years. With a network of 160+ offices worldwide, TCS supports businesses in accessing new markets and enhancing competitiveness, leveraging Canadaโ€™s 15 free trade agreements covering 51 countries and 1.5 billion consumers. Yousafzai is one of 1,400 trade professionals supporting Canadian exporters and innovators in their international business development efforts.

Source: Adobe

Services offered

TCS provides tailored market insights, business connections, and support for navigating foreign markets. We help identify export opportunities, foster partnerships, and overcome trade barriers. Our four key services include: preparing companies for international markets, assessing market potential through intelligence, advising on market strategies, and finding qualified contacts while resolving business challenges.

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Market entry and expansion

TCS helps with market entry and expansion by providing tailored market intelligence, identifying opportunities, and connecting you with potential partners that help drive business results (Sales, R&D, etc.) Our on-the-ground expertise also assists in navigating local and regional regulatory requirements and developing effective market entry strategies to venture into and succeed in global markets. Our extensive network of global offices supports Canadaโ€™s hardware and electronics companies in building business relationships and addressing challenges, ensuring a smoother entry into new markets. 

Global partnerships and collaboration

TCS organizes trade missions, B2B matchmaking events, webinars/information sessions, and physical presence at international trade shows like Hannover Messe, Electronica and Mobile World Congress. These help companies network, showcase products, and build relationships with local customers and partners. Additionally, we provide logistical and export assistance to eligible clients, that helps guide them through documentation, customs regulations, supply chain challenges, packaging requirements, and other market-specific idiosyncrasies. With TCS support, a Canadian company can confidently enter and grow in new markets. This is in addition to behind the scenes work that advocate on industryโ€™s behalf by addressing trade barriers, such as tariffs or non-tariff obstacles, and resolving market access issues with foreign governments before and as they arise.

Navigating trade barriers

TCS provides guidance on tariffs, duties, and trade agreements, helping Canadian businesses understand and navigate barriers like quotas or trade restrictions. Trade Commissioners around the world also assist companies in understanding foreign regulations, licensing, and import/export requirements, and help advocate for regulatory changes when necessary. Protection of intellectual property is a major area of interest for trade professionals, and we offer advice on protecting intellectual property (IP) abroad, helping businesses navigate local IP laws and resolve disputes. For market entry, TCS supports businesses with strategies, partner identification, and networking to overcome barriers and expand internationally. We also advocate for companies by engaging with foreign governments to address trade barriers and leverage trade agreements. Lastly, TCS offers workshops, webinars, and reports as resources to help Canadian businesses stay informed about international trade issues and market opportunities in an ever-changing global trade landscape.

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Trade missions and events

TCS organizes various trade missions and industry events that have benefited Canadian electronics companies over the decades. For example, the Consumer Electronics Show (CES) in Las Vegas offers Canadian firms the opportunity to showcase their innovations on a global stage, connect with industry leaders, and explore new partnerships. Another event worth mentioning is Hannover Messe 2025, where Canada is Partner Country. At the worldโ€™s leading industry show, we will highlight our industrial strength in areas such as automation, energy, digital transformation, and green technology with more than 200 companies slated to showcase the nationโ€™s talent, innovation and commitment to sustainable solutions.

Funding and financial support

TCS provides several funding programs to support Canadian businesses in expanding internationally. Two key programs are CIIP (Canada International Innovation Program) and CanExport. The Canada International Innovation Program (CIIP) is designed to help eligible small and medium-sized enterprises (SMEs) in the technology and innovation sectors access international markets. CIIP provides funding to support businesses as they participate in global innovation projects, collaborate with foreign partners, and advance their products or services. CIIP focuses on specific emerging markets where there are strong opportunities for Canadian businesses to collaborate on innovation, including Brazil, Mexico, South Africa, South Korea, Israel, among others. The CanExport Program provides financial assistance to help Canadian companies, especially SMEs, explore new export markets and increase their international sales. CanExport offers grants to eligible companies for market research, promotional activities, and participation in trade missions or international trade shows. This program helps businesses diversify their export markets, mitigate risks, and gain exposure to international opportunities, supporting their global expansion efforts. Both CIIP and CanExport are designed to ease the financial burden of expanding into new international markets, providing Canadian businesses with the resources and support needed to succeed globally.

Post-pandemic trends

Post-pandemic, global trade has been reshaped by supply chain disruptions, digital transformation, changing trade policies, and labor shortages. Large companies are diversifying supply chains, nearshoring, and adopting digital technologies like AI and e-commerce to stay competitive. Electronics firms are in high demand as countries strengthen their supply chains by collaborating with multiple suppliers, while the nearshoring of critical components drives significant demand for skilled talent. Addressing labor shortages through automation and upskilling is crucial for maintaining productivity and meeting growing demand. Many companies face immense pressure to invest in R&D, drive innovation, acquire new customers, maintain client satisfaction, and deliver on planned resultsโ€”all while managing an in-demand talent pool. Balancing these demands is a formidable challenge, and staying informed about evolving international market trends, upcoming government trade policies, and the intricacies of your specific sector can quickly become overwhelming. If youโ€™re a growing business looking to expand into international markets, engaging with trade commissioners to explore new opportunities becomes an invaluable step. Our support at that point can provide critical insights and help you navigate complex markets, adding significant value to your overall growth strategy.

Getting started with TCS

TCS services are free, but eligibility criteria must be met to receive support from a Trade Commissioner. To understand your options, contact the Trade Commissioner in your province or territory. Ontario businesses should reach out to the regional office in their area. With 13 offices across Canada, TCS covers all provinces and territories, each focusing on different economic sectors. Many Trade Commissioners, like Yousafzai, are very active on social media, including LinkedIn, and can often be found at industry-specific conferences, trade shows, and meetings. We engage with key stakeholders, including governments, industry associations, academia, and, most importantly, innovative businesses, which are the backbone of our economy.

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Advice for engineers and designers

For Canadian knowledge workers, understanding your unique value proposition (UVP) is crucial to standing out in the global marketplace. By leveraging specialized skills, deep expertise, or innovative approaches, you can differentiate yourself and add significant value. This might include a unique methodology, in-depth knowledge of a specific field, cost competitiveness, or the ability to effectively leverage intellectual property. Identifying your UVP and aligning it with a gap or business challenge in your target market is a recipe for success. Positioning your solutions to address specific needs, or offering more efficient, sustainable, or cost-effective alternatives, can help you quickly unlock new markets. Itโ€™s equally important to be able to clearly communicate your vision and UVP to a Trade Commissioner, so they can recognize opportunities within their networks. International trade is a collaborative effort, and the clearer your UVP is the more effective you will be in your international business development efforts.

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Waqas Yousafzai is a Toronto-based Trade Commissioner at Global Affairs Canadaโ€™s Ontario Regional Office. He covers semiconductors, cybersecurity, Enterprise software, and Software-as-a-Service companies in Ontario. He was previously a Policy Advisor in Halifax (2021), Calgary (2020), and Edmonton (2018) with federal departments responsible for economic development and diversification. He has also supported senior decision makers on-the-ground in Syria, Austria, Qatar, Ghana, and Mongolia and was an Advisor with the Alberta government prior to joining Canadaโ€™s federal public service.

https://www.tradecommissioner.gc.ca/

Free Trade Agreements page: https://www.tradecommissioner.gc.ca/fta-ale-canada.aspx?lang=eng

Are you Export Ready? A Quiz: https://www.tradecommissioner.gc.ca/quiz.aspx?lang=eng

 

 



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