Playbook / Lessons / Expand: new markets

Test a new country with a localized version of your site

Coyle reports how Riley, an Irish subscription brand, expanded across Europe and then decided to focus on one non-English speaking country, planning a German version of its site to test a new market. The co-founder notes the cultural nuances and language barriers in new countries, and the brand moved to third-party logistics in Ireland and Europe so customers across the continent could get products faster.

“Riley decided to focus on expanding into one non-English speaking country this year”— Meghan Coyle, Riley: How an Irish Period Brand Expanded Globally, May 2023

Do this

Choose one country, publish a translated and locally adapted version of your site or offer page for it, and see whether orders arrive before you build anything else there.

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

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