As the world becomes ever more interconnected, enterprises become ever more global. It makes perfect sense on paper, but the actual process of entering a new market, in a new country, can be daunting beyond belief. It is also one of our specialties. We have worked with government agencies, technology companies and all kinds of professional services firms from countries ranging from India to Japan to Catalonia on market entry.
The key to successful market entry is, first, properly calibrating your expectations. The US is an enormous market, true, but it is also a complex, unusual, and heavily regulated one. Success requires patience, discipline, flexibility, and mentors who have “been there and done that” and can show you the ropes.
In particular, it requires understanding marketing. With the possible exception of downtown Tokyo, the United States is the most marketing-intensive business environment on earth. Communicating with customers, partners and prospective employees means not only speaking the right language, but in the right way. We help with that, too.
Finally, it takes enormous amounts of planning. Even if you speak the language, every single aspect of your business will be different in the new market. Accounting principles. Tax laws. Advertising strategies. Product-market fit. All of it. You have to scrutinize these issues, plan for them, and then manage them.
Outgrowing your home market is a great problem to have. Mishandling a new market is not. We can help.