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Export Award For Training & Technology Transfer

Export Award For $17 Million Management Training Specialist - Training & Technology Transfer (NZ) Ltd

Training & Technology Transfer (NZ) Ltd, a Wellington-based company that specialises in international training management, has won a Trade New Zealand Export Award for earning $17 million in exports in 2001 –up from $942,000 in 1999.

Media are invited to attend the presentation of Training & Technology Transfer (NZ) Ltd’s Export Award by Trade NZ Chairman David Moloney, at 10am on Monday 29 April, Level 9, 111 The Terrace, Wellington. The Trade New Zealand Export Awards are sponsored by DHL Worldwide Express.

Executive Director Ghulam Khan says while there are more than 4000 consultancy firms worldwide, Training & Technology Transfer (TTT) is the only one which specialises in overseas training management, giving it a strong advantage over much larger competitors.

Focusing on emerging nations in Asia, Mr Khan says TTT has won 83 out of 86 projects it has bid for, completing every project within or before deadline and within the specified budget – even through national disasters and civil disturbance. TTT has won projects funded by donor agencies all over the world, including the World Bank and the Asian Development Bank.

“TTT beat 60 firms worldwide to secure the world’s single largest international training project funded by the World Bank valued at $26 million. In association with a UK firm we also won the single largest international training component of an Asian Development Bank funded project valued at $11.5 million.”

Mr Khan says TTT has successfully completed a hugely diverse range of projects in 38 countries. He says the services it offers are essentially a one-stop solution to the training needs of government officials in Asian developing countries - from training needs’ analysis to training delivery, air travel, visa formalities, accommodation, interpreters, welfare and evaluation reports.

Projects undertaken by TTT are diverse in size and subject matter. They include arranging training for a livestock scientist from Bangladesh who needed to get specific research experience on fat/protein metabolism which was only available in Germany; an Indonesia cardiologist who wanted to benchmark practices at New Zealand hospitals; the Laotian government, which was establishing its first National University and sending senior staff offshore to familiarise themselves with universities in developing countries; and Indonesia’s telecommunication's company, which was wanting specialised training on billing and treasury management.

Mr Khan says one of TTT’s key strengths is its global network – offices and representatives in 22 countries throughout Asia.

“Staff in these offices give us more market information and first-hand knowledge of the culture and business processes in the country than many of our competitors, who fly in, see a few people and fly out again. TTT is seen as a local company because we have local staff; we are not seen as a western country coming in and telling them what we think they should do.”

Mr Khan says having local offices also demonstrates TTT’s long-term commitment to a country beyond the current project at hand. TTT was one of the few foreign companies to remain in Indonesia during its recent economic downturn, despite recording a negative turnover for five years. Mr Khan says that commitment has been recognised by Indonesian officials.

TTT’s offshore network is supported by its Wellington office, where a team of only four staff is responsible for the strategic direction of the business.

National Operations Manager Rehenna Ali says the ethos of TTT is very important in winning business.

“We are very much a New Zealand company. We might be small in size but we can compete with the big boys. We know we have the skills and the knowledge and the technical skills. We don’t need to be large and corporatised in order to offer our clients excellent service. We can respond very quickly to market demands, and as we’ve grown we’ve made a real effort to maintain a degree of flexibility in the way we work.”

Ms Ali says TTT goes out of its way to add value to every aspect of the training experience. That can range from providing chefs for Hindu and Muslim clients to phoning clients’ families to say they’ve arrived at their destination safely.

She says these are small things, but they make a big different in terms of client satisfaction and are helping TTT win repeat business.

“Being small in terms of staff size means that we have to be innovative in our approach and products and services, not only to survive but also in order to succeed over our larger competitors.”

Trade New Zealand Account Manager Peter Healy congratulated TTT on its Export Award, saying the company is an excellent operator that builds very strong relationships with clients.

“TTT is a successful niche operator in a global market. It’s demonstrated an ability to win projects in an increasingly competitive environment employing good staff that can adopt the TTT style of innovation.

“The company is clearly a market leader that takes a long term perspective on market growth and opportunities,” says Mr Healy.

“TTT has not only managed its own spectacular growth but has also found the time to assist other New Zealand companies entering difficult developing markets. TTT staff in Dhaka for example, have in the past three or four years helped several New Zealand companies do business in Bangladesh.”

Mr Khan says TTT takes a very strategic approach to the markets it targets.

“We don’t take a driftnet approach, going wherever there are projects. We give priority to markets with long-term potential, rather than one-off events. We started off in Malaysia and Indonesia, set up office and once established in those market started exploring Cambodia, Laos, Bangladesh then in Viet Nam and Pakistan and beyond.”

TTT’s ten-year plan includes expanding its focus from Asia into Africa.

The company eschews traditional marketing tools such as brochures and web sites, instead taking a conscious and strategic decision to interface with people directly.

A significant amount is invested in market research and analysis to determine where TTT should focus. Mr Khan says once a project has been identified, it can take six months to research and put a tender proposal together. He says TTT has received “incredible support” from business allies, including Trade New Zealand’s offshore offices and its bank, the Bank of New Zealand.

Established in 1991, Mr Khan says TTT is still in its embryonic stage of development.

“Given that the current world training-project market size is about $830 million and growing by an average of 7% per annum, there’s plenty of potential for future growth.”


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