Playbook / Lessons / Expand: new markets

Pick one test market and localize instead of copy-pasting

Mahroua says most startups treat international expansion as copy-paste even though new markets bring different expectations, behaviours and trust signals. Her advice is to start small with one country, choose a high-potential region where lean experiments are possible, localize landing pages, calls to action and pricing logic rather than just translating, and track everything before scaling.

“Most startups treat international expansion like copy-paste.”— Ahlem Mahroua, Thinking global? Here’s what most startups get wrong., Jul 2025

Do this

Choose one country as the test market, rewrite its landing page, call to action and pricing for local buyers, and record the results before you consider a second country.

More in this pack

• Prove demand abroad before you staff an overseas office
• 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

Get your plan

All steps · Trust · Pricing