Playbook / Lessons / Expand: new markets

Check the new market needs your product before you localize

Stavisky, drawing on his experience at companies including Evernote, says the value you provide may differ by market, some markets may not need your solution, and major product adaptations, not just localization, may be required. He recommends looking for pull, meaning early signs of growth, using geo-aware product analytics, and visiting the region in person.

“Some markets may not even need your solution – proceed cautiously.”— Dmitry Stavisky, Scaling Beyond Borders: A Startup's Playbook for Going Global, Sep 2023

Do this

Break your sign-ups and usage down by country in your analytics this week and note which countries show early pull without any marketing from you.

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