Playbook / Lessons / Expand: new markets

Reframe your pitch for US buyers before selling there

Rebuffet-Broadus argues that a European startup doing well at home is not automatically ready for the US, where buyers want the result they will get rather than tech specs. She reports that a client who shifted its pitch to the problem solved and the clear results for buyers landed a paid pilot with a Fortune 500 company a month later.

“Don’t assume your business idea will transfer directly, as-is, to the U.S.”— Christina Rebuffet-Broadus, Exclusive interview with the one & only Pierre Gaubil: Founder, author, and serial entrepreneur in Silicon Valley, Apr 2025

Do this

Rewrite your pitch so the first line states the result a buyer in the new market gets, test it on a few prospects, and ask one of them for a small paid pilot.

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