Case study

Jadu poised to access multi-million pound Australian market

With UK government's help, web design software company Jadu set up its first Australian office.


This company was assisted by UK Trade & Investment (UKTI), which has since moved to the Department for International Trade (DIT).

This expansion is integral to the company’s strategy to grow overall exports to over 25% of its business and triple its annual turnover.

Overseas expansion

When deciding to grow its business beyond the UK, Jadu decided to focus on English-speaking markets. UK Trade and Investment (UKTI) had previously supported Jadu in its successful expansion into the US in 2010.

They decided to follow a similar approach when looking into opportunities in Australia. They requested an Overseas Market Introduction Service (OMIS) which provided detailed background information. With this information they were able to plan its approach to Australian markets and identify the right location for its new office.

Jadu also took part in a UKTI Trade Mission to Australia, which took in several states. The mission helped them to understand potential market opportunities and reinforce its decision to use this as a starting point for accessing the Asia-Pacific region.

James Robinson, General Manager of Jadu, Australia said:

UKTI Trade Missions are an invaluable early step in investigating new opportunities overseas.

We followed a structured timetable arranged by UKTI, which included appointments with relevant organisations and individuals and gave us valuable business insights. We had some funding support and all the logistics and planning were taken care of for us, meaning we could make maximum use of the time we had.

We returned confident that it would be a good move to set up in Australia.

Arrange a face to face meeting with an International Trade Advisor (ITA) and find out more about DIT services.

Ongoing support

Following the trade mission, Jadu opened its first Australian office in Canberra. Canberra is a rapidly expanding city and the base for Commonwealth Government departments.

UKTI has continued to support the company as it establishes its presence in Australia. An OMIS by UKTI Melbourne provided details about government organisations in Victoria, identifying a number of early market opportunities that Jadu is now actively developing.

In May 2014, Jadu joined the UKTI stand at CeBIT in Sydney, gaining high level exposure to technology buyers in Australia and beyond. In August that year, matched funding from UKTI East Midlands helped the company exhibit at the Technology in Government Expo in Canberra.

Jadu has already secured business in 3 Australian states. By the end of this year, it expects to have significantly increased its national presence.

James said:

Exhibiting at CeBIT on the UKTI stand was a useful way to get a broad view of potential opportunities in Australia and the wider Asia Pacific region.

Working with UKTI has been very valuable. We see them as a trusted partner, giving us access to information and exposure. Their local knowledge and access to networks ensures savings in time and money…

About Jadu

Jadu is a Leicester-based company that specialises in developing end user-focused web experiences. It enables its clients to administer and publish secure webpages without requiring technical skills.

It uses intuitive design services and software that enables:

  • customer engagement and case management
  • online forms and data collection
  • web content management
  • mobile web applications

Since its establishment in 1999, Jadu has grown to employ over 70 people. Its core software development, manufacturing and engineering is carried out in the UK. It has business development operations in the US and Australia.

Its clients are made up mainly of large public sector organisations within government and higher education.

Fast facts

Case study Trade
Company Jadu
Sector ICT
UK region London
Target markets US, Australia
DIT services Trade Mission, Overseas Market Introduction Service, Events
Published 3 July 2015