Playbook / Lessons / Expand: new markets
StartupsRecruit local partners like customers with a filtered list and outreach
The article describes how a founder found channel partners in new countries: map the companies in each target market that already serve the same end users, set selection parameters such as minimum revenue and years in operation, then run outbound outreach to the filtered list. It adds that a partner should be established enough to have customers and a working sales motion, because pairing with another startup means both sides are still figuring it out.
“Bala runs partner recruitment like a demand generation campaign.”— Lillian Pierson, Channel Partner Strategy: The 6-Step Approach Bala Thavarajah Used to Reach 15+ Countries, Jul 2026
Do this
Write down the selection criteria for a local partner (for example years in business and team size) and list the companies in the new market that already serve your end users, then send the first outreach messages this week.