Tradeology, the ITA Blog

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Dain Hansen, Senior Vice President of Government Relations

International Association of Plumbing and Mechanical Officials (IAPMO) was honored to be presented with the President’s “E” Award for Export Service by Secretary of Commerce Wilbur Ross on May 23. The award recognizes the organization’s significant contributions to increase U.S. exports.  One of IAPMO’s most notable contributions to U.S. export expansion has been its success in supporting foreign adoption of U.S. developed and internationally recognized plumbing standards to open new export markets in Asia.

Plumbing in the United States represents a $92 billion industry, employing more than 500,000 workers and comprising 100,000-plus companies, large and small. Manufacturing accounts for $8.4 billion of that — with domestic demand for plumbing products rising 6.3 percent annually to reach $12.3 billion in 2019.

The global market has great potential for American manufacturers. U.S. companies in this sector have manufacturing facilities in more than 30 states and export to 198 international markets. Demand for plumbing fixtures alone accounted for $83 billion in 2017 and that market is expected to reach as much as $120 billion by 2024, growing at a compound annual growth rate (CAGR) of slightly above five percent between 2018 and 2024.

IAPMO chose to work with Indonesia on adoption of U.S. developed and internationally recognized plumbing standards because of its large domestic consumption base. The country’s middle class, with increasing levels of disposable income and purchasing power, has grown substantially from 38 percent of the population (81 million people) in 2003 to 56.6 percent (131 million people) in 2010. Indonesia was ranked the world’s 16th largest economy with a GDP of $978 billion in 2014. By 2030, it is predicted that Indonesia will be the 7th largest economy in the world, provided economic growth rates can be achieved by fully taking advantage of the rapidly expanding consumer class. Additionally, there is tremendous growth in Indonesia’s construction industry, with demand for plumbing products also expected to grow by 64 percent over 10 years, from $1.139 billion in 2013 to $1.865 billion by 2023.

Founded in 1926, the IAPMO focuses its comprehensive services on the technical aspects of the plumbing and mechanical industries. Its membership includes trained labor and contractors, engineers, domestic and non-domestic product manufacturers, suppliers, plumbing and mechanical inspectors, and building officials. IAPMO has assisted with code and standard development, educational programs, and conformity assessment services in regions around the world. IAPMO has also assisted international aid organizations to help bring sound, efficient water/sanitation systems to developing nations. In recent years, it has helped facilitate code development in India and Indonesia, bringing standardized practices and products to these rapidly developing Asian nations.

Five years ago, IAPMO received a $296K award from the U.S. Commerce Department’s International Trade Administration’s (ITA) Market Development Cooperator Program (MDCP) intended to increase the competitiveness of the U.S. plumbing supply industry abroad by generating exports to Indonesia.

The results of this cooperative effort with ITA have been extremely promising. A 2013 memorandum of understanding between IAPMO and Indonesia’s National Standardization Agency resulted in a comprehensive body of regulations — SNI 8153:2015, Plumbing Systems for Buildings — being adopted as the technical basis for Indonesia’s water/sanitation infrastructure. These regulations are improving public safety and the longevity of Indonesia’s infrastructure while also creating greater opportunities for the sale of U.S. plumbing products and services in the Indonesian market. As a result, total annualized U.S. plumbing exports to Indonesia increased by 85 percent over the pre-project period baseline.

IAPMO’s program in Indonesia fits well with ITA’s mission to enhance America’s global competitiveness. ITA accomplishes this by enhancing U.S. industry’s international competitiveness, by promoting trade and investment, and by ensuring fair trade through rigorous enforcement of our trade laws and agreements.  In carrying out its mission, ITA works with trade associations, private corporations, chambers of commerce, government entities, and other organizations.

After seeing the success that can come from joining forces, in 2018 IAPMO was pleased to enter into a Strategic Partnership with ITA to continue to build off the momentum of the success of Indonesia adoption of these standards and work with neighboring countries in Southeast Asia to see similar results. The partnership is an example of how the U.S. government and private sector can work together to advance the vision of a free and open Indo-Pacific region in partnership with foreign markets. The work of this partnership not only advances fair and reciprocal trade for U.S. plumbing exports, but also advances high-quality infrastructure development for Asia – a region that needs roughly $26 trillion of infrastructure investment by 2030.

“We have been fortunate to work with the Department of Commerce and ITA for many years — a relationship that has proven mutually beneficial,” IAPMO CEO GP Russ Chaney said. “Together we have expanded market opportunities for the industry, increased standardization in new markets, and worked to protect the public’s health and safety across the globe. Formalizing our working relationship as an ITA Strategic Partner makes perfect sense, and we are thrilled to take this relationship to the next level.”

IAPMO’s efforts to work with Indonesia to adopt U.S.-developed international standards for its plumbing industry, coupled with its assistance to begin implementing and enforcing those standards, are leveling the playing field for U.S. plumbing exporters and will continue to pay dividends in the years ahead. It is also playing a key role in the helping the U.S. government achieve the vision laid out in the 2017 U.S. Government Global Water Strategy. The strategy focuses on steps that can be taken to sustainably grow water and sanitation services globally and recognizes that “water can be a means of strengthening governance, civil society engagement, and resilience at all levels.” It further states that the “United States benefits directly from engaging on international water issues” and that part of the overall vision of the strategy is to “open up international markets to U.S. technologies and approaches.”

IAPMO and ITA are using the new Strategic Partnership to coordinate outreach to U.S. government agencies, promoting the benefits of encouraging code acceptance to support regional use of plumbing standards used by U.S. industry and U.S. plumbing product exports.

This partnership should ultimately lead to cleaner and healthier societies for Asia and increased exports and jobs for the United States.

Susan Crawford is part of the U.S. Commercial Service’s Integrated Strategic Communications Team focused on showcasing America’s Export Experts and bringing to light useful and publicly available export insights.

Gary Gysin, CEO of Liquid Robotics from 2016 – 2019

“If we get introduced to key partners, that is gold for a company like ourselves,” said Gary Gysin, CEO of Liquid Robotics from 2016-2019.

The small Sunnyvale, CA firm builds ocean-going robots that operate autonomously at sea, harnessing the ocean’s energy for propulsion and employing solar panels to power computer and communications systems. Liquid Robotics developed a new robotic technology and wanted to meet potential partners in as many countries as possible. With only 120 employees, the firm needed help to achieve its international goals and contacted the U.S. Commercial Service (CS) for assistance.

Small Company Achieves Worldwide Presence

The company has worked with the U.S. Commercial Service for approximately five years to expand into new global markets and is currently doing business in more than a dozen countries. International sales are very important to the firm and about 40 percent of its revenue now comes from abroad, balancing domestic and international cyclical events.

Gysin credits U.S. Commercial Service programs with assisting Liquid Robotics to expand sales and said that the company’s overseas partnerships and international revenue contributed to the firm’s recent acquisition by the Boeing Company.

Customized Export Programs = Keys to Success

We tailor our export programs to address each company’s specific needs and, early on, we worked with Liquid Robotics’ regional sales managers to identify high potential markets in several locations worldwide. Joanne Vliet, director of the U.S. Commercial Service Silicon Valley office, engaged our international network and arranged virtual briefings between the firm’s management and more than a dozen of our staff located in offices across Asia, Europe and the Middle East to discuss trends, local needs and competitive factors that would impact Liquid Robotics’ success in a particular location.

CS Silicon Valley Director Joanne Vliet

“Developing global sales channels is not a one-size-fits-all endeavor. Just as each market is unique, so is a company’s approach to developing a new base of customers,” Vliet explained. “Our team of trade experts can advise and guide U.S. firms on suggested approaches for each market, deploying formal services, when needed, to support the company’s sales growth overseas.  It’s a privilege to support leading innovators like Liquid Robotics, to build traction for their sales abroad and contribute to the U.S. economy through exporting.”

After determining the appropriate priority markets, we launched a variety of different programs for Liquid Robotics, customized to their immediate needs in each market, using services such as the Gold Key Business Matchmaking Program, the International Company Profile and Single Company Promotion. Our local market experts identified, vetted and arranged face-to-face meetings in the targeted countries between Liquid Robotics’ executives and potential partners and stakeholders.

“In Indonesia they helped introduce us to key partners there that we are still working with years later and that are generating significant business opportunities for us,” Gysin said. “In Australia we’ve opened up an oil and gas market and an opportunity in the science community.”

If you are an exporter, you may have already identified a potential partner or agent, and instead require background information on that foreign company before making a final decision.  Or, you may want to hold a product launch or technical seminar in a foreign country. “In addition to identifying and vetting partners, and holding promotional events, we also guide companies on intellectual property rights protection, advocacy, financing mechanisms, public procurements, opening offices abroad and much more,” Vliet stated.

Advice for Exporters

Gysin shared some advice for other companies that are looking to expand their global presence, “I would highly recommend the U.S. Commercial Service. They can open doors that you can’t open. They have contacts that you don’t have. It has been fundamental to our growth.”