In this Belly2Belly episode, Bill Kenney sits down with David Rose from USXP to unpack a problem we see repeatedly: US expansion decisions are made in the boardroom, but too many companies enter the market without realistic planning.
David recently helped launch the US Expansion Board Guide, a practical framework designed for European venture-backed tech companies preparing for the US.
The goal is simple. Help boards answer two critical questions:
Are we actually ready to enter the US?
If yes, are we planning it properly?
The classic failure pattern
David described a familiar scenario.
Companies raise funding based on a large TAM or get pulled into the US by customer demand. The board approves expansion, but the plan is thin. Budgets are optimistic. Go-to-market assumptions are vague. Operational realities like entity setup, payroll, accounting, and hiring timelines are underestimated.
The result is predictable:
- Revenue arrives slower than expected
- Costs run higher than planned
- Cash burn accelerates
- The company enters a critical survival phase
David emphasized that product-market fit and meaningful revenue in the US often take 18 to 24 months. Boards have a fiduciary duty to understand that timeline and fund accordingly.
Why European boards struggle with US expansion
A key insight from the conversation is structural.
Early-stage European boards are typically made up of founders and investors, often without an outside director who has actually operated a US business.
David contrasted this with US venture capital, where general partners are frequently former operators. They have firsthand experience running US companies and understand what expansion really entails.
In Europe, many VC partners come from finance backgrounds. They understand TAM and valuation, but not always the operational mechanics of entering the US. That gap shows up in budgeting and planning.
From anecdotes to frameworks
Too many US expansion decisions are based on stories from peers or isolated experiences.
The US Expansion Board Guide replaces anecdotes with a repeatable framework. It gives boards a structured way to assess readiness, identify gaps, and pressure-test assumptions before committing.
If a company is not ready, the guide makes it obvious what still needs to be done.
USXP also offers a deeper readiness assessment built on 126 data points, plus a full go-to-market motion playbook, either self-administered or delivered as third-party validation.
A guide meant to spread across portfolios
David hopes the guide becomes standard practice.
A founder can introduce it to their board. A VC partner can adopt it across multiple portfolio companies. Over time, this creates a more consistent, operationally grounded approach to US expansion.
The outcome everyone wants is the same: companies that enter the US better prepared, better funded, and far more likely to succeed.
Key Takeaway
U.S. expansion succeeds when boards replace assumptions with readiness, aligning budget, timeline, and go-to-market reality before execution ever begins.
About
MEET helps B2B & B2G companies gain traction and scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney for a no-obligation conversation: bill@meetroi.com or +1 (860) 573-4821.