Mr. Kevin Sherry:

Senator Mullins asked about the greatest challenges facing companies in the ASEAN region and about Enterprise Ireland's plans for trade missions in 2015. I will ask Mr. Conor Fahy to expand on that. There are a series of challenges. We have spoken about cultural challenges, it is different doing business in the region and we understand that. One important element that Enterprise Ireland brings to that party is that it has the experience of doing business in these regions. It also connects companies with other companies doing business in the region so they can learn while connected to those networks. Culturally it is quite different. Timescale was mentioned - companies doing business in Asia require patience. From initial contact to placing an order tends to be a longer life-cycle than in other markets such as Europe and the US, so companies have to be resilient and patient in that large market.

Companies also require an understanding of the way business is done. The importance of relationships was mentioned earlier. In these markets companies need to develop the relationship first and the business comes after. In some other markets a higher priority is not placed on the relationship element. Companies are also required to put boots on the ground which is important. Enterprise Ireland encourages people to put sales people on the ground and helps companies with this by access to the Enterprise Ireland offices and to incubation centres.

Mr. David Byrne has highlighted that most of the Enterprise Ireland staff overseas are local hires and that is important to us. Typically one person in each office is someone who is placed from Ireland. The rest of the teams are local hires. It is important therefore for Irish companies, when going in to the market place that they do have local capability. It needs to be a mix of people from the company in Ireland and also locally recruited people who understand the market. There are substantial opportunities in those markets where growth rates are high. The Enterprise Ireland message to companies is to look at the success of the companies that have committed to the markets and the business is there to be won. Irish companies can compete, and win, against the best in the world. Enterprise Ireland is very confident about that - it is one of the things we are proud of when working overseas - the expertise and capabilities and Irish companies bring. Another important factor, innate in Irish companies, is their ability to build relationships and their ability to get on with people. The committee asked about plans for trade missions. There are plans for 22 trade missions in 2015. I now ask my colleague Mr. Conor Fahy to expand on that.