Grow Your Exports: Export Market Development Grants EMDG 2025 — Get Up to AUD 150,000 for Your Australian SME

If you sell something made in Australia — whether that’s artisanal jam, industrial sensors, a health tech subscription, or creative design services — Austrade’s Export Market Development Grants (EMDG) could be the financial shove that makes your first overseas sale stick. Think of EMDG as a reimbursement program designed to share the upfront risk: you spend on approved export marketing activities, keep meticulous records, and Austrade pays a portion back. For many small and medium enterprises this program turns expensive market testing into a manageable project rather than a blind leap.

This article explains the EMDG program in plain language, offers tactical advice drawn from seasoned applicants, and gives you a step-by-step checklist so you can apply with confidence. I’ll unpack tiers, eligibility, what reviewers actually want to see, and concrete examples of expenses that qualify. If you’re wondering whether it’s worth the paperwork — the short answer is yes, provided you prepare. The grant is not a handout; it’s a tool for companies that can demonstrate a serious export plan and the operational backbone to deliver it.

Read on for an actionable roadmap: what to gather, how to present your case, common traps and how to avoid them, and exactly where to go when you’re ready to submit.

At a Glance

What This Opportunity Offers

EMDG is aimed squarely at reducing the financial friction of going international. The program reimburses a percentage of eligible export promotion expenses — think travel to trade shows, translation and localisation of marketing materials, in-market representation costs, booth fees, and export-focused training. It’s structured to support businesses at different stages of export maturity through tiered funding, so startups testing a single overseas market and established SMEs entering new regions are both catered for.

The grants are paid after you’ve incurred and documented eligible expenses. That means you need working capital up front, but you also get predictable public support once your claims are approved. Beyond cash, EMDG comes with something less tangible but valuable: validation. A well-written EMDG application forces you to spell out market prioritisation, buyer personas, and measurable outcomes. That clarity not only helps Austrade assess your claim — it helps you run a smarter overseas campaign.

Recipients often use EMDG to subsidise activities that produce measurable sales leads and build a sales funnel: international trade shows, digital ad campaigns targeted at specific countries, creation of local-language web pages, and short-term local staff or contractors. If your plan is solid and your documentation tidy, the program can accelerate the move from pilot to sustainable offshore revenue.

Understanding the Tiers

EMDG uses three core tiers to match support with export maturity:

• Tier 1 is for businesses that are ready to start exporting and need capability building — market research, initial trips, or targeted promotions. The funding is scaled for smaller expenditure profiles.
• Tier 2 supports exporters who already have sales in one or more markets and want to expand market share or scale activities.
• Tier 3 is for companies making a strategic push into priority markets or forming partnerships that could result in foreign direct investment.

Each tier has its own cap per financial year and its own expectations about outcomes and sophistication of planning. You can apply for more than one tier over time as your export capability grows, but each is treated as a separate tranche, with its own reporting and claim rules.

Who Should Apply

EMDG is targeted at Australian SMEs with annual turnover between AUD 100,000 and AUD 20 million. But raw turnover is only the starting point. The right applicant has a defensible export proposition, a clear plan for where and how they will sell overseas, and the administrative systems to keep receipts and evidence.

Imagine three examples:

• A regional food producer selling premium condiments who wants to test four Asian markets at trade shows — they’ll use EMDG for booth costs, product samples, travel, and translation of labels.
• A SaaS company with a small UK customer base aiming to grow in Europe — they’ll claim digital marketing, localisation of product and terms, in-market partner meetings, and customer acquisition analytics.
• A small machinery manufacturer negotiating with distributors in South America — they’ll fund distributor training sessions, sample equipment shipments, and catalogues in Spanish and Portuguese.

If your product or service doesn’t clearly benefit Australian economic activity in some way — for example, if the offering is entirely generic with no obvious Australian origin or value add — your application will need to make the case for how your exports still benefit Australia (jobs, supply chains, intellectual property created here, etc.).

Representative bodies (industry associations or export consortia) can also apply to support groups of businesses. If you sit in that seat, your proposal should explain how the grant benefits multiple SMEs and why a consortium approach is efficient.

Eligibility Explained (Practical Points)

Being eligible isn’t just ticking a turnover box. Austrade will look for:

• An Australian Business Number and proof that the business is registered and solvent.
• A demonstrated export plan that explains market selection, timelines, and expected revenue from the funded activities.
• Evidence that the items you want reimbursed are in Austrade’s eligible expenditure list and do not fall into the ineligible categories.
• Proper record-keeping practices — invoices, proof-of-payment, contracts, travel itineraries, and translated materials must be stored and presented during claims.

Also note: EMDG is not designed for speculative spending. It pays for marketing and promotion that has a demonstrable link to prospective export sales or market entry capability. If your activity is more research-oriented without clear marketing outputs, it may not qualify.

Insider Tips for a Winning Application

1. Start with a crisp export narrative. Don’t bury the important part. Open with a one-paragraph summary that answers: which markets, which customers, and how the grant funds accelerate revenue. Reviewers skim — make the story obvious.

2. Map spend to milestones. Austrade expects a logical sequence: research, market entry, scale. Show specific dates, KPIs (leads, meetings, trials), and how each expense ties to those KPIs. If you plan a trade show, include expected qualified leads and follow-up plans.

3. Build claim-ready bookkeeping from day one. Create an export-specific cost code in your accounting system. Store scanned receipts, signed service agreements, and proof of payment in a single cloud folder. If Austrade audits you years later, clean records will save headaches.

4. Use third-party endorsements. Letters from prospective buyers, distributors, Austrade TradeStart advisers, or state export offices strengthen claims about market potential. A one-paragraph buyer intent letter beats a self-serving paragraph every time.

5. Be conservative in budget asks. Request what you actually need, not the cap. If your plan only needs AUD 60,000, ask for that rather than AUD 150,000. It signals realism and increases chances in demand-driven funding rounds.

6. Test digital metrics before you spend. For online campaigns, run low-cost pilots first so you can show conversion rates and justify scaling. Attach analytics screenshots to demonstrate evidence-based decisions.

7. Plan for the cash gap. Because EMDG reimburses after expenditure, prepare a 12-quarter cash flow showing how you’ll fund up-front costs. If you need working capital, talk to your bank early about invoice financing tied to expected reimbursements.

These tips are practical because reviewers reward clarity, evidence, and fiscal discipline. Treat your application as a business document, not a promotional brochure.

Application Timeline — Work Backwards

Start preparing at least 8–12 weeks before the portal opens. If you wait for the final week, you’ll scramble and likely miss key documentation.

A suggested timeline:

• Weeks 8–12: Conduct export-readiness assessment, choose a tier, and draft your export plan. Engage your finance and legal team to set up document storage and sign-off protocols.
• Weeks 4–8: Secure letters from partners, draft budgets, and build KPI definitions. Run any necessary pilot digital campaigns to gather baseline metrics.
• Weeks 2–4: Finalise attachments, resolve governance paperwork (board approvals if required), and have at least two external reviewers read your draft for clarity and completeness.
• Final week: Submit early in the week to avoid portal congestion. Keep a checklist and ensure every file is uploaded in the correct format.

Remember that EMDG rounds can be demand-driven, so earlier submissions may be assessed first. Don’t assume you can submit the night before.

Required Materials (and How to Prepare Them)

You’ll need to collect and prepare several core documents. Treat each as an investor-ready item.

• Export marketing plan: A focused document listing markets, buyer segments, marketing channels, milestones, and measurable outcomes. Keep it 4–8 pages with an executive summary.
• Budget and budget justification: Break costs down by category and explain why each item is necessary. Align numbers to the claims you’ll make later.
• Financial statements: Recent profit and loss statements and balance sheets demonstrating turnover and solvency.
• Evidence of market engagement: Emails, meeting notes, draft contracts, or buyer intent letters showing you’re not just dreaming.
• Proof of business registration: ABN and incorporation documents.
• Record-keeping plan: Describe how you’ll store receipts, contracts, and proof-of-payment (cloud folder structure, access controls).
• Letters of support: From Austrade TradeStart centres, state trade offices, or confirmed buyers/distributors.
• Governance approvals: Board minutes or authorised signatory declarations where relevant.

Prepare these documents in standard PDF format, label them clearly, and keep an editable master folder so you can update numbers if reviewers ask for clarification.

What Makes an Application Stand Out

Reviewers fund projects that combine market sense with operational discipline. Applications that stand out usually have three things: precise targeting, measurable KPIs, and strong evidence.

Precise targeting means naming specific regions, buyer personas, and channels — not “Europe” or “Asia” as vague blobs. Measurable KPIs could be three-year export revenue targets, expected conversion rates from trade shows, or the number of distributor agreements you expect to close. Strong evidence means buyer emails, agreed meeting schedules, or pilot campaign data that show demand or realistic buyer interest.

Also, address risk head-on. If logistics to a target market are tricky, explain contingency plans. If price sensitivity is an issue, show how you’ll test pricing or add-value packaging. Reviewers appreciate applicants who anticipate problems and present practical fixes.

Finally, explain how public funds will be reinvested into enduring export capabilities — multilingual support, compliance certifications, or product adjustments — rather than one-off campaigns. That signals you’re building a sustainable export engine, not chasing a temporary spike.

Common Mistakes to Avoid (and How to Fix Them)

Counting on vague promises. Don’t write “we expect sales to increase.” Instead, attach conversion rate assumptions and a short math table showing how marketing leads become purchases.

Poor record-keeping. If receipts are scattered across platforms, you’ll struggle during claims. Fix this by creating a single digital repository with consistent file naming and a reconciliation checklist.

Over-asking. Request the cap just because it exists. Instead, budget bottom-up for the activities you can execute in the grant period. Fund what delivers measurable results.

Ignoring eligibility rules. Some costs are explicitly not eligible. Read Austrade’s ineligible list before spending. When in doubt, ask Austrade or your TradeStart adviser.

Submitting at the last minute. Portal errors or validation flags can kill a submission. Upload early and use extra days to clear validation queries.

Underestimating governance requirements. If your company is a trust or partnership, be ready to explain governance and who benefits. Missing governance documents slows processing.

Frequently Asked Questions

1. Can I apply if I already receive state export vouchers or other grants? Yes. You can combine EMDG with other funding, but you must not claim the same expense twice. Be explicit in your application about how EMDG complements other support and provide dates and amounts for any other grants.

2. Do I need prior export sales to apply? Not always. Tier 1 supports businesses ready to begin exporting. However, you must demonstrate a credible plan and the ability to execute activities that lead to export revenue.

3. How much of the expense does Austrade reimburse? Reimbursement percentages can vary by category and program rules, so check the current guidelines. Historically, applicants have reimbursed around 50% for many eligible marketing costs, but confirm exact rates in the official rules for the current round.

4. How long will it take to receive reimbursement? Timing depends on submission accuracy and the review process. Plan for a few months between claim submission and payment; build that into cash flow forecasts.

5. Can I apply for multiple tiers simultaneously? Not typically. Tiers reflect export maturity and are assessed on their own merits. You can move tiers across rounds as your business grows.

6. Will Austrade audit claims after funding? Yes. Austrade can audit grant claims for several years after payment. Keep clear, traceable records and store them securely.

7. Are in-market reps or distributors eligible expenses? Yes, service agreements and evidence of deliverables for in-market representatives or distributors are commonly eligible, provided they’re appropriately documented.

8. What happens if the grant round is oversubscribed? EMDG can be demand-driven. If funds are exhausted, applications received later may not be funded even if eligible. That’s another reason to plan and submit early.

How to Apply — Next Steps

Ready to take action? Start by reading Austrade’s official program guidelines and eligibility checklist. If you meet the turnover and documentation requirements, draft a concise export plan (one page executive summary plus supporting pages) and set up a dedicated folder for invoices, contracts, and proof-of-payment.

Contact your nearest TradeStart adviser or state export office — they can review drafts and provide letters of support that materially increase credibility. Build your budget from the bottom up, allocate expenses to categories Austrade recognises, and plan for the reimbursement timing in your cash flow.

When you’re ready, apply through Austrade’s portal well before the 30 August 2025 deadline. Save every submission confirmation and be prepared to respond quickly to clarification requests.

Ready to apply? Visit the official opportunity page and read the full guidelines here: https://www.austrade.gov.au/en/how-we-can-help-you/grants/export-market-development-grants

If you want, send me a one-paragraph export summary and your planned market list — I’ll give quick feedback on whether it reads like a Tier 1, 2, or 3 submission and flag the strongest evidence to include.