Playbook / Lessons / Expand: new markets

Prove demand abroad before you staff an overseas office

Urlocker describes three stages of international expansion: take inbound opportunities as they come, reduce friction with modest localization, and only then invest in a local office. He says many companies jump to the heavy third stage without testing demand in the first two. His advice is to build pipeline and close some deals while operating from your main location, and to staff abroad only once demand is obvious.

“Don’t even consider staffing an overseas location until you’ve proven there is demand in market.”— Zack Urlocker, When Should You Expand Internationally?, Jun 2024

Do this

List the inbound leads you already get from one foreign region this week and note which of them you could serve with only modest localization, before any hire or office is discussed.

More in this pack

• Stay in your first location for the first few years
• Recruit local partners like customers with a filtered list and outreach
• Expand into a client niche close to the one you already serve
• Check your product is needed and affordable before choosing a market

Get your plan

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