We help you grow in the USA

Expanding into the United States has the potential to grow your business. Much work needs to be done even before moving to or entering the US market, including adapting how you run your business in a different country. In the US, there are some special considerations.

Companies fail because they make mistakes

Many of those mistakes may be avoided with proper insight & planning.

Over the last two decades, we have worked with, advised or closely watched many global digital media, software and tech companies. From our experience and research on those companies entering the US, here are the common reasons they fail.

♦ They don’t focus on a specific target before they arrive.

♦ They under-estimate the complexity of the US geography.

♦ They don’t have flagship sales references when they arrive (ideally in the US).

♦ They don’t have a customer-centric feedback loop in place.

♦They assume what worked before will work in the USA.

♦ They don’t adapt the product and organization fast enough.

10 ways we can help you

From our experience and research on those companies entering the US, here is what’s important.

1) Market to a focused target before you arrive: The US market is so large that the only viable strategy is to break it down in narrow niches and focus relentlessly on targeting and serving one or two of them. Create a market presence before you arrive.

2) Understand market dynamics: Most newcomers misunderstand the market forces and values. There are niche competitors, more varied channels & and different regulations. Assess the market players and drivers early in the planning.

3) Get a customer-centric view & feedback loop: Many have a skewed view of US customers or have been mostly influenced by just one. Before investing too much in US market entry, engage customers in proof-of-concept evaluations, identify customer issues and opportunities

4) Make flagship sales as early references: Before you fully commit, ensure you have commitment from a good number of initial flagship sales, including implementation results and customer satisfaction feedback.

5) Tailor solutions: Often products are not adapted, pricing is untested or there is poor language translation. Sometimes product features don’t match the customer needs in the product marketing or sales collateral.

6) Describe the whole offering: Many international companies put too much focus on technology. We’ll provide perspective on the integration into the whole ecosystem, look at addressing more timely needs while maintaining focus on post-sales support.

7) Get leads from marketing dollars: The US has highly marketing-oriented business culture. More and better marketing is generally needed from social media to trade-shows. We will help you build a program that is most optimal and cost-effective.

8) Re-organize quickly & make better hiring decisions: Many tech companies try to do things the same way. With time differences and the need to adapt to the US market, rapid change, foreign team alignments and US re-organization is important. Also, the tendency is to use existing foreigners with a limited knowledge of the US ways. Finding a top sales person is difficult, especially with the foreign company having no US track record. Eventually, attracting American talent will be key.

9) Build cultural Fit: Many foreign leaders either do not understand the cultural differences or grossly underestimate them. Understanding of businesses practices take a while to master for any new organization. The culture issues span from time management and running meetings to speaking in public.

10) Develop a network of relationships: Many over-estimate the mechanization of something that works in another country. It is critical to have a local network of business contacts and circle of influence to build loyalties, trust and a good reputation.