Purpose – The purpose of this paper is to identify the factors that could help differentiate between successful and unsuccessful small- and medium-sized exporter firms. Design/methodology/approach – A causal model of the exporting process was developed from the literature, from which a set of hypotheses was posed and a questionnaire was made. A sample of 37 small and medium exporter firms in Chile was subject to the questionnaire. From the data collected, the critical aspects that could help differentiate between successful and unsuccessful exporting organizations were statistically identified. Findings – The following aspects are the ones that could allow the statistical differentiation of successful and unsuccessful exporter firms: incentives at the firm level for increasing output, improved operations planning, international quality assurance certification, large percentage of sales devoted to innovation, highly frequent innovations, qualified and innovative workers, local alliances for innovation, and the possession of strategic allies at destination Research limitations/implications – The results of this research can be useful for intending small and medium exporter firms in Chile, as well as for firms in other developing countries. The results are based on a rather small sample of exporting firms in Chile; therefore, the generalizability of the results cannot be assured Originality/value – A detailed model of the exporting process of small and medium firm (SMF) was developed that is a contribution of the theoretical framework related to SMFs’ exports. The findings could be used by government agencies to offer better guidance to SMF intending to become exporters