How your businesses can go global with help from Export Navigator
Ankush Guher (left) and Michael Hoher (right) are holding leather products produced in Nelson, BC by Popov Leather
Export Navigator Export Advisor Michael Hoher explains how businesses can expand beyond their local markets
Exporting can open new doors for local businesses, but taking that first step beyond regional markets isn’t always straightforward. That’s where Export Navigator comes in. The free, government-funded program connects B.C. entrepreneurs with Export Advisors who guide them through every stage of exporting, from identifying new markets to managing logistics, trade regulations, and scaling production. In the Kootenay-Boundary region, your community-based advisor is Michael Hoher, who has been helping local companies grow internationally since 2017.
Hoher has guided companies of all sizes, whether it’s a startup landing its first customer, a leather goods maker pivoting after tariff changes, or a manufacturer already shipping to dozens of countries. He emphasizes that exporting isn’t just about the U.S. market but includes opportunities across Canada and around the world. With free trade agreements in 51 countries and demand for Kootenay products expanding, Hoher sees his role as part mentor, part co-pilot, ensuring local businesses can take flight confidently into new markets.
Insights from Michael Hoher, Export Navigator Export Advisor
What exactly does an Export Advisor do, and how can they help businesses in the region?
Export Advisors guide businesses in becoming export-ready and improving existing exporting practices. They provide tailored advice on regulatory requirements, certifications, market research, branding, operational improvements, and connections with distributors or partners. Export Advisors also organize educational events, like webinars and conferences, to help businesses expand strategically.
Many businesses want to understand how to position themselves to sell and ship products to the U.S., but Export Navigator’s primary goal is broader—it’s about helping businesses become export-ready or improve their exporting anywhere outside of B.C., including within Canada. For example, our proximity to Alberta is a big factor.
What size businesses can benefit from collaborating with an Export Advisor?
We work with all sizes—from pre-revenue startups to large businesses like Insight Electronics before they moved operations to Mexico, or forestry mills worth tens of millions of dollars. Pre-revenue companies usually need their first local customer and guidance on scaling globally, especially tech companies with immediate global applications.
What are the most common mistakes small businesses make when trying to grow beyond their local region?
Common mistakes include undervaluing products, mismanaging logistics, and not having proper internal systems for HR, finance, and operations. Early guidance can prevent costly errors and support sustainable growth.
What’s the difference between selling online (e-commerce) and exporting?
E-commerce is just another sales channel. For example, Applied Compression makes highly specialized compressors and sells B2B—they wouldn’t sell online. Meanwhile, Popov Leather in Nelson sells direct-to-consumer online. Both are exporters but through different business models. E-commerce often requires sophisticated marketing, social media, and lead generation, while traditional exporters rely on trade shows and established contacts.
Can you help businesses navigate tariffs and regulations?
Yes. Export Advisors assist with complex trade issues like CUSMA compliance and the suspension of the de minimis rule for low-value shipments. They provide guidance on documentation, HS codes, and postal/courier requirements to minimize delays and potential costs.
What markets, other than the U.S., can you help businesses reach?
Canada has free trade agreements with 51 countries. Many businesses are diversifying markets, gathering intelligence, and considering opportunities in regions like the EU or Pacific Rim. Our Technical Specialist Pilot gives clients access to service providers who can help with market research, branding, and regulatory discovery.
Are there grants or funding programs available, and can you help access them?
Yes. Export Advisors connect businesses with relevant funding programs and resources to support export readiness and scaling efforts.
Michael Hoher (left) watches as Sammy Sam (right) stitches together a wallet from Popov Leather.
Can you help me connect with distributors, partners, or customers outside of my community?
Absolutely. Export Advisors facilitate connections with industry partners, distributors, and customers to expand reach and create growth opportunities. For manufacturing companies like Applied Compression in Cranbrook, which already ships to two dozen countries, we provide specialized advice and connections, plus educational events like webinars.
Does Export Navigator help businesses improve internal processes like production, staffing, and marketing?
Exporting is just selling beyond your local market—it’s business growth. My conversations often cover HR, finance, operations, and quality assurance, because if the basics aren’t in place, there won’t be a sustainable export business. Ultimately, it’s about helping businesses grow incrementally and strategically.
Does it cost money to work with an Export Advisor, or is this service free?
The program is free. There is a screening process to ensure businesses have the capacity and commitment for multiple meetings, but all advisory services are funded by the Province of B.C. and the Government of Canada through PacifiCan. Even short-term clients benefit because we provide critical knowledge that can prevent costly mistakes, like undervaluing products or mismanaging export logistics.
How long does it usually take to go from local to exporting?
It starts with understanding their capacity, knowledge, and goals. I typically require a minimum of five to six meetings to uncover opportunities and constraints. Meetings can be weekly for urgent needs or monthly for mid-term strategic planning. Around 40% of my clients stay for a year or more.
Are there examples of businesses you’re especially proud of helping?
Popov Leather is a masterclass in entrepreneurship. Ryan Popov moved to the Kootenays and turned a hobby into a thriving e-commerce business. He excels in online marketing, lead generation, and operational efficiency. When the de minimis rule changed, he proactively adjusted his strategy, maintaining strong sales in Canada without disruption.
What new trends are you seeing among B.C. exporters?
Trends include e-commerce, sustainability, digital marketing, and direct-to-consumer cross-border shipping. Export Advisors provide specialized guidance, webinars, and market research to help businesses leverage these trends effectively.
What advice would you give to someone thinking about starting exporting?
Don’t walk alone. Surround yourself with guidance—programs like Export Navigator act as a co-pilot, offering direction, advice, and ongoing support. Unlike a 1-800 line, we work with you on the ground and help implement changes. Many companies return to the program years later as new, larger entities.
What’s a mistake people make over and over in exporting, and how can they avoid it?
The most common mistake is being intimidated by exporting and not planning for internal business readiness. Avoid this by addressing operational basics—HR, finance, quality assurance—before expanding internationally.
Business growth success stories
Popov Leather
Location: Nelson, B.C.
Popov Leather has been operating for nine years, now reaching customers in five countries, with projected export revenue of $3.2 million this year.
Tumbled Earth
Location: Kimberley, B.C.
Kara Clarke’s jewelry brand, Tumbled Earth, benefited from her Export Navigator Export Advisor—who guided her through online marketing, social media advertising, business incorporation, and accessing grants and training. With this support, Kara grew her digital presence, improved sales across Canada, and prepared for future expansion.
KC Recycling
Location: Trail, B.C.
To date, KC Recycling has generated over $5 million in export revenue and boosted production by 25 percent as a result.
How Export Navigator can help your business grow
Export Navigator doesn’t just operate on theory; it is actively helping real Kootenay businesses grow. From a Creston food producer breaking into Alberta markets, to a Nelson tech start-up landing clients across Canada, and a Cranbrook manufacturer finding opportunities overseas, the program has guided entrepreneurs at every stage of expansion.
Explore more success stories here.
Whether you’re just beginning to think about exporting or you’re ready to take the leap into new markets, Export Navigator makes the journey easier — and free.
Connect with your local Kootenay Boundary Export Advisor, Michael Hoher today and start building your growth strategy
What is Export Navigator?
Export Navigator is a free, government-funded program designed to help B.C. businesses of all sizes expand beyond their local markets. Whether you’re selling food, technology, tourism, manufacturing, or professional services, the program provides the tools and expertise to take your business further.
At its core, Export Navigator connects you with a dedicated Export Advisor in your region—someone who understands both the opportunities and challenges in rural communities like the Kootenays. Export Advisors work one-on-one with you to:
- Assess your business’s readiness for expansion
- Identify potential new markets (within Canada or abroad)
- Provide tailored growth strategies and step-by-step guidance
- Connect you with the right resources, funding opportunities, and trade experts
- The program is completely confidential, accessible, and personalized. There’s no cost to participate, no cookie-cutter solutions; just practical support to help you grow when you’re ready.
Learn how Export Navigator can help your business
Who is Michael Hoher?
Michael’s hands-on approach to export advising is informed by his career in international business, and as a business owner himself – he’s overcome many of the challenges that you may currently be facing! Michael has been successful in the export world for over 20 years and businesses of all sizes have benefited from his expert guidance; from solopreneurs new to exporting, to family-run businesses, to large international corporations.
