We've partnered with ExportNZ to roll out our Market Readiness Programme (MRP) to New Zealand businesses.


Market Readiness Programme modules

The MRP is made up of a suite of three modules, each of which gives you the opportunity to tap into expert knowledge provided by academics and industry professionals. You’ll also benefit from networking with other individuals and businesses participating in the programme.

There is no fee to participate in these full day workshops and refreshments are provided.

ASEAN Workshop
ASEAN Workshop

In this workshop, you will find out how to assess the business environment in Southeast Asia and how these markets differ from the New Zealand context. The workshop also looks at customer and consumer demographics and expectations. 

You will have the chance to synthesise the insights of the day by formulating your own strategy for communicating value proposition. You will also have the opportunity to learn from others’ experiences in the market and how they identify local partnerships.

ASEAN Innovation Workshop
ASEAN Innovation Workshop

This workshop opens with a discussion of key entrepreneurial innovation ecosystems in the SEA region, and how they can help you to build competitive advantage during market entry and development. One of the key challenges of competing in Southeast Asia is innovating and adapting without changing the identity of your key products and core services.

During the workshop, you’ll have a go at applying business model frameworks to your own business.

Entering any new market poses a risk to your intellectual property. Learn how you can use trademarks, patents and less formal mechanisms like trade secrets to protect your IP in Southeast Asia.

The day concludes with a look at two New Zealand companies that have been successful in the region – learn about how they’ve strategically used service innovation to enter SEA Markets.

Vietnam Workshop
Vietnam Workshop

As one of Southeast Asia’s fastest growing economies, Vietnam is dynamic and bursting with potential. This workshop provides insights into the challenges and opportunities that Vietnam presents for NZ businesses.

Topics of the day include Vietnam’s macro and business environments, and the cultural challenges and competitive dynamics involved in doing business in Vietnam. Recent developments in the market and their implications for NZ businesses are also discussed.

Value for your business

  • Gain culture-specific insights into current or potential overseas market(s) in Southeast Asia.
  • Extend your professional knowledge through the workshops delivered by market experts.
  • Network with other businesses participating in the programme.
  • Connect with the SEA CAPE (as alumni) and build further networks.

2020 Workshops



Auckland 'ASEAN' workshop - Complete

Hamilton 'Vietnam' workshop - Complete

Online 'Vietnam' workshop - Complete

2019 Workshops 


Auckland 'Vietnam' workshop - Complete

Hawke's Bay 'Vietnam' workshop - Complete

Wellington 'Vietnam' workshop  - Complete


Wellington 'ASEAN Innovation' workshop - Complete

Gisborne 'ASEAN' workshop - Complete

Hamilton 'ASEAN' workshop - Complete

Auckland 'ASEAN' workshop - Complete


Wellington workshop - Complete

Hamilton 'Vietnam' workshop - Complete

Palmerston North 'ASEAN' workshop - Complete

Rotorua 'ASEAN' workshop - Complete


Hamilton 'Tech' workshop - Complete

Auckland 'Tech' workshop - Complete


Tauranga workshop - Complete


Hamilton workshop - Complete


Auckland workshop - Complete


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