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3. Where to start in building your global business?

  • Writer: Kerry Paul
    Kerry Paul
  • Nov 23
  • 2 min read
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Getting Started: Turning a Core Idea into a Business


Every successful business begins with an idea. But having an idea and turning it into a sustainable, global business are two very different things. In my experience, the difference lies not just in the product itself, but in how well you define, plan, and execute around it. There are many challenges when building a global business from New Zealand.


When I started Manuka Health New Zealand in 2006, the “core concept” was clear: to become a leader in natural bioactive health solutions, harnessing the proven benefits of New Zealand’s unique flora and fauna. We summed it up in a tagline that carried us for years: “Given by Nature, Proven by Science.” This wasn’t a sudden flash of inspiration—it was the culmination of decades of work in dairy, biotechnology, and natural health.


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That’s a key lesson for anyone starting out: a business idea needs roots. The most successful concepts come from accumulated experience, not just a random “bright idea.” If you can connect your skills and knowledge to your vision, you’re far more likely to build something credible enough to attract investors and withstand the inevitable tests of reality.


Defining Your Core Concept


I prefer the term “core concept” over “vision.” A vision can be vague, aspirational, and fuzzy about the details. A core concept, on the other hand, must be concrete enough that investors, staff, and partners can rally around it. At a high level, it should answer three questions:


  • What is the focus of the business?

  • Where and how will it compete?

  • What capabilities will it need to succeed?


For Manuka Health, the focus was clear: natural health products based on New Zealand plant bioactives. The market channel was also chosen deliberately: natural health stores, where customers valued science and authenticity. And the capabilities? Building a reliable supply chain, backed by research and brand credibility.


Your next read in the series 4. What are the key issues to address to get started?


Building Global Businesses


A fuller explanation on this subject is outlined in my book “Going Global” www.goglobal.co.nz


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Comments

Kerry Paul Business man and blogger
Kerry Paul – Stepping Out of Your Bubble Author
​

Hi, I'm Kerry. I enjoy challenging people by asking questions and presenting different views to encourage critical thinking. My 45-year career has always had a global focus, building successful relationships in over 50 countries. I am empathetic to diverse views, irrespective of gender, ethnicity, religion, culture, or socio-economic status. Join me on a captivating journey as we explore how India shaped the world over two thousand years ago, potentially leading to the first settlement of New Zealand. This blog series aims to expand readers' awareness and knowledge of how people may have come to New Zealand in pre-Polynesian times. Given the time constraints many readers face, I am providing a platform for them to consider these intriguing possibilities in easy-to-read blog posts.

 

Who were the first people to settle in New Zealand? How did India possibly contribute to any development, given its major role over 2000 years ago in some of New Zealand’s closest neighbours? These questions will guide our exploration and open up a rich dialogue about the historical connections and cultural exchanges that may have shaped New Zealand's early settlements.

 

I'd be more than happy to discuss with readers of my blog about India, its history as well as New Zealand and the suggested origins of its first settlers. 

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