Localization isn’t copy‑and‑paste: Navigating U.S. Expansion with Allyson Stewart‑Allen
Localization isn’t copy‑and‑paste: Navigating U.S. Expansion with Allyson Stewart‑Allen Read Post »
Return on Investment
Fast Growth, Market-Entry, Return on Investment
The Power of Local Case Studies: A Key to Gaining Traction in U.S. Expansion
Expanding into new markets is an exciting but challenging journey. For companies from Taiwan looking to grow in the U.S., understanding cultural differences, localizing your offerings, and having the right team in place are critical factors for success. In a recent episode of Belly2Belly, Elias Ek, founder of Enspyre, shared invaluable insights on how Taiwanese businesses can successfully expand to the U.S. and beyond. Elias Ek’s Background and Expertise Having lived in Taiwan for over 25 years and founded Enspyre 23 years ago, Elias brings a wealth of experience in helping companies break into new markets. Enspyre has historically helped businesses enter Taiwan, providing services like lead generation, consulting, and local market expertise. Recently, they have turned their attention to advising Taiwanese companies looking to expand globally. Challenges Taiwanese Companies Face in Expanding Internationally One of the most significant challenges Elias highlights is the hesitation that many Taiwanese founders have about expanding internationally. Despite being in an advanced, export-driven economy, some Taiwanese companies struggle with confidence. There’s often a belief that their offerings may not be “good enough” for global markets. Moreover, the reluctance to engage in face-to-face sales, especially when it comes to cultural nuances, can prevent them from establishing strong international relationships. The Importance of Local Case Studies in U.S. Markets Elias also emphasizes the importance of having a local presence and local case studies when entering new markets. “You have to have a local case study. If you’re coming into a new market, you have to get yourself a local customer, even if it means offering your services for free,” he advises. In Taiwan, he believes it’s essential to localize content and provide materials in the local language—English alone won’t cut it when trying to win over customers. Building the Right Team for Successful Expansion But perhaps the most compelling piece of advice Elias gives to aspiring entrepreneurs is the importance of building the right team. “The job as an entrepreneur is to put together the team,” he says. “Whether we’re talking about programming, sales, or marketing skills, it’s about assembling the right people to get the job done.” Successful entrepreneurs, according to Elias, are those who understand that they can’t do everything alone. If you’re a business leader considering U.S. expansion or any international move, the key takeaways are clear: invest in cultural understanding, localize your approach, and surround yourself with the right team to lead you through the transition. Additional Resources For more on this topic, we suggest reading Going Small to Grow Big: The Power of Focused Growth Strategies. About MEET helps international 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.
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Fast Growth, Market-Entry, Return on Investment
Maximizing US Expansion: Insights from Taha Memon of Founder’s Club International
For international companies looking to break into the US market, navigating the complexities of market entry and growth can be overwhelming. With challenges ranging from selecting the right location to understanding the level of effort required, it’s critical to have a clear strategy in place. In this episode of the Belly2Belly podcast, we had the pleasure of speaking with Taha Memon, the founder of Founder’s Club International. Taha’s expertise is in guiding international companies, particularly those in the Series A stage and beyond, through the process of expanding into North America. Here are the key takeaways from our conversation: 1. Location, Location, Location: When expanding into the US, the first major hurdle is selecting the right location. Taha emphasizes that the location decision is pivotal to customer acquisition costs and long-term operational success. Whether you’re choosing a state for its business-friendly environment, customer base, or proximity to key partners, this decision impacts your entire strategy. 2. The Level of Effort Required: A common mistake many founders make is underestimating the amount of effort required to succeed in the US market. Taha explains that expanding into the US is a competitive endeavor. It’s not just about logistics—it requires a change in mindset and operational strategies. Founders need to understand that succeeding in the US means adjusting to a highly competitive environment. 3. The Importance of Localizing Your Team: One of the key factors in successfully scaling in the US is building a team that is both capable and culturally aligned with the local market. Taha stresses that bringing in local talent is not just a matter of filling positions; it’s about making sure the team understands the US market and how business is done there. Founders need to let go of the reins back home and trust their team to handle operations while they focus on growing the business in the US. 4. Hyper-Focus on One Service to Start: Instead of trying to introduce all services immediately, successful founders focus on one service that will resonate with US customers. This approach allows businesses to build a foundation of success, which can be expanded upon as the company grows. Taha recommends this strategy as a way to streamline the expansion process and create a repeatable, efficient model. 5. The Founder’s Role: Finally, Taha highlights the importance of the founder’s presence in the US market. In the early stages, founders must invest time to establish relationships and oversee growth. Founders who succeed are those who treat their US operations like a startup, even after achieving success in their home markets. This hyper-focused, hands-on approach is key to navigating the challenges of market expansion. If your company is looking to expand into the US, this episode is packed with invaluable advice that can guide your strategy and help you avoid common pitfalls. Listen to the full interview for more insights from Taha Memon on how to scale successfully in the US market. Additional Resources For more on this topic, we suggest reading Going Small to Grow Big: The Power of Focused Growth Strategies. About MEET helps international 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.
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Fast Growth, Market-Entry, Return on Investment
Unlocking Growth for Tech Companies Expanding into the US Market: Insights from Gemma Adair of Riada Consultancy
For technology companies, expanding into the US market represents both a tremendous opportunity and a series of challenges. With competition fierce and market dynamics constantly shifting, the ability to effectively communicate your brand, value proposition, and offerings is key to sustainable growth. Gemma Adair Talks Sustainable Growth In our latest Belly2Belly podcast episode, we sat down with Gemma Adair from Riada Consultancy, an expert in helping Microsoft partners and tech startups navigate the complexities of market expansion. Gemma’s work focuses on aligning marketing and sales strategies, ensuring tech companies can streamline their go-to-market process, and ultimately, attract and convert quality leads. Here are a few key takeaways from our conversation: 1. Understanding the Tech-Sales Disconnect: Tech founders are passionate about their product, often focusing heavily on the features and technical aspects of their solutions. However, marketing in the US requires companies to shift their focus toward business outcomes rather than just product details. It’s essential to speak the language of the customer—focusing on how the technology solves specific pain points or enhances business operations 2. Marketing Must Be Aligned with Sales: Successful companies understand that marketing and sales cannot operate in silos. It’s critical for both teams to work together toward a common goal: growing the business. Gemma emphasizes the importance of collaboration to ensure that marketing messages align with sales strategies, driving more qualified leads and shortening the sales cycle. 3. A/B Testing Is Critical, But It’s Just One Piece of the Puzzle: While A/B testing can be a powerful tool in optimizing marketing efforts, it’s only effective if there’s a solid foundation to begin with. Gemma advocates for an in-depth audit of past marketing efforts, understanding what worked and what didn’t before diving into testing new campaigns. This ensures that companies aren’t wasting resources on ineffective strategies 4. Open-Minded Leadership Drives Success: One of the most important factors for success, according to Gemma, is a founder’s open-minded approach to marketing. Being willing to experiment, collaborate, and bring the entire team along on the marketing journey is vital. It’s not just about hiring the right marketing consultants; it’s about building a culture where everyone within the organization plays a part in promoting the company. 5. Quick Wins with Long-Term Vision: For tech startups, it’s crucial to balance immediate results with long-term strategies. While rapid growth is important, it’s essential to set the foundation for sustained success. Gemma’s approach includes identifying quick wins that can create immediate impact while developing a broader marketing strategy for sustainable growth. To learn more about how Riada Consultancy helps tech companies break into the US market, listen to the full episode of Belly2Belly. Gemma’s insights are invaluable for any tech company looking to scale their operations and expand into the US market effectively. Additional Resources For more on this topic, we suggest reading Going Small to Grow Big: The Power of Focused Growth Strategies. About MEET helps international 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.
Exhibitor Tips, Fast Growth, Market-Entry, Participant Tips, Return on Investment
Crush Your Next Event: The Power of Goal-Setting
Picture this: You’re at a bustling event, surrounded by interesting people, engaging booths, and an endless supply of coffee. You’re excited but after an hour of aimless wandering and exchanging business cards you’ll never look at again, you realize—this isn’t working. The secret to making events productive? Having a goal. Too many people walk into conferences, trade shows, and networking events hoping for magic connections to just…happen. But the real game-changer is knowing exactly who you want to meet—by name, by industry, or by discipline. Ideally, both! Why Does This Matter? When you define your targets in advance, you:✅ Walk in with purpose instead of wandering aimlessly.✅ Maximize your time by focusing on the right people.✅ Use introductions strategically—leveraging hosts and attendees to get closer to key contacts.✅ Make the room feel smaller, cutting through the noise to meaningful conversations. How to Set Your Event Goal Like a Pro 1️⃣ Make a Hit List – Research who’s attending. Identify key names, industries, or roles that align with your objectives.2️⃣ Use the Power of Leverage – Talk to hosts, panelists, and other attendees who can introduce you to the right people.3️⃣ Be Laser-Focused – Instead of collecting random business cards, focus on building quality connections that align with your goal. Now, Go Crush That Event! Next time you step into an event, don’t just “see what happens.” Walk in with a goal, a strategy, and a mission to meet the right people. You’ll be amazed at how much more productive (and fun!) your experience will be. So—what’s your goal for your next event? Let’s hear it in the comments! Additional Resources For more on this topic, we suggest reading “Making the Room Small: A Strategic Approach to B2B Trade Shows and Events“. About MEET helps international 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.
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Market-Entry, Return on Investment
Key Success Drivers for U.S. Sales Traction
Expanding into the U.S. market is a significant undertaking that demands careful planning, strategic focus, and a willingness to learn and adapt. This process is far from simple, but with the right approach, it can be extremely rewarding for a business. For companies looking to tap into one of the largest and most competitive markets in the world, it’s important to not only understand the key drivers of success but also to develop strategies that are tailored to the unique dynamics of the U.S. landscape. A successful market entry requires embracing a few core principles: understanding customer density, leveraging founder-driven sales, and adopting agile marketing communications. These concepts, though straightforward, provide essential guidance for any business aiming to establish itself in the U.S. Customer Density and Its Importance Customer density is crucial to building momentum in a new market. In the U.S., regions vary greatly in terms of population concentration, purchasing power, and consumer behavior. Focusing on areas with high customer density allows businesses to establish a stronger foothold quickly and to optimize their resources. For example, instead of spreading thinly across the entire country, companies can concentrate efforts on key metropolitan areas where their target audience is highly concentrated. New York, Los Angeles, Chicago, and other major cities present opportunities to capture substantial market share in a relatively small geographic area. By understanding customer density and focusing on specific regions, businesses can benefit from a more efficient use of resources. They can refine their operations, sales strategies, and customer support in areas that will provide the greatest return on investment. Additionally, establishing a strong presence in a concentrated market makes it easier to build brand awareness and customer loyalty, two essential elements for long-term success. The Power of Founder-Driven Sales In the early stages of market entry, founder-driven sales play an instrumental role. This approach involves the company’s founders or top executives actively engaging in the sales process. Why? Because no one understands the company’s vision, value proposition, and potential better than the founders themselves. This hands-on approach also fosters trust and credibility with new customers and partners, which can be particularly important in a new market where brand recognition may be limited. Founder-driven sales also allow the leadership team to gather firsthand insights into customer preferences, feedback, and the competitive landscape. This direct connection with the market enables the company to make informed decisions about product adaptations, pricing strategies, and customer needs. Furthermore, this involvement allows the leadership team to build relationships with key stakeholders, which can create opportunities for strategic partnerships and long-term growth. Agile Marketing Communications Marketing communications need to be agile and responsive to the dynamics of the U.S. market. Consumer preferences and media landscapes can shift rapidly, and businesses need to be prepared to adapt their messaging and campaigns accordingly. By adopting an agile approach to marketing, companies can test different strategies, measure their effectiveness, and quickly pivot when necessary. Agile marketing communications also foster experimentation, which is vital in a competitive market like the U.S. By testing various channels, formats, and messages, businesses can discover what resonates most with their target audience. For instance, social media platforms, digital advertising, and content marketing may provide cost-effective ways to reach a broad audience, while traditional methods like print advertising and events might offer value in certain industries. The ability to adjust and refine marketing efforts in real-time is essential for sustained success. Building a Strong Foundation for Success The principles of customer density, founder-driven sales, and agile marketing communications provide a roadmap for navigating the complexities of market entry and scaling your business. By embracing these lessons, your company can create a strong foundation for success in the U.S. market. These principles offer a framework for building a sustainable presence, ensuring that your company can adapt, grow, and thrive in the face of challenges and opportunities. Entering the U.S. market is not just about launching products and services. It is a journey that demands dedication, resilience, and strategic insight. The competition is fierce, and consumer expectations are high, but with the right approach, your company can achieve lasting success and establish a meaningful presence in the marketplace. The lessons learned from past experiences serve as a guide for future endeavors. By carefully analyzing customer behavior, focusing on the strengths of the leadership team, and maintaining flexibility in marketing communications, your business can navigate the complexities of market entry with confidence. The U.S. market offers tremendous opportunities for growth, but success requires a comprehensive, well-executed plan. When done right, expanding into the U.S. can be a transformative step that propels your business to new heights. How to Get US Sales Traction Resources For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction About MEET helps international 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.
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Market-Entry, Return on Investment
Building a Sustainable Growth Strategy
Beyond the initial stages of market entry, “The 3 Truths of Gaining U.S. Sales Traction” continues to play a vital role in sustaining and scaling your business. As your company grows, maintaining a focus on customer density can help in expanding your market share and deepening your relationships within your target industries. It also streamlines and simplifies all aspects of training, operations, and sales. This ongoing commitment to building a strong customer base ensures that your company remains competitive and relevant. Similarly, the principles of founder-driven sales can evolve into a leadership-driven sales culture. As the company scales, the values and practices established by the founders can be instilled in the sales team, creating a cohesive and motivated workforce. This culture of leadership and ownership drives performance and fosters a sense of accountability and dedication. Agile marketing communications also continue to be essential as the company grows. As market conditions change and new opportunities arise, maintaining an agile approach allows your company to stay ahead of the curve. This continuous innovation in marketing strategies ensures that your company can effectively reach new audiences and retain existing customers. Navigating Challenges and Opportunities The journey of market entry and expansion is fraught with challenges and opportunities. By adhering to the principles of customer density, founder-driven sales, and agile marketing communications, your company can navigate these complexities with greater ease and success. Customer density helps mitigate the risk of spreading resources too thin and ensures that your sales efforts are concentrated and effective. This strategic focus allows your company to build a strong reputation and leverage existing successes to attract new customers. Founder-driven sales address the challenges of establishing credibility and trust in a new market. By leading the sales effort, founders can directly engage with customers, understand their needs, and tailor solutions to meet those needs. This hands-on approach not only drives initial sales but also creates a strong foundation for long-term relationships. Agile marketing communications enable your company to respond quickly to market changes and customer feedback. This flexibility allows for continuous improvement in marketing strategies. This ensures that your company can effectively engage with its target audience and stay ahead of competitors. How to Get US Sales Traction Resources For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction About MEET helps international 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.
Building a Sustainable Growth Strategy Read Post »
Market-Entry, Return on Investment
Establishing a Strong Foothold
If your aim is to expand in the U.S., hopefully, you will not need to relearn the significance of customer density, founder-driven sales, and agile marketing communications. By strategically approaching the challenges of market entry, your company can enhance its chance of success by streamlining processes and ultimately establishing a strong foothold in the competitive U.S. business landscape. Customer density, founder-driven sales, and agile marketing communications form the core pillars of a successful market entry strategy. Each of these elements addresses specific challenges and opportunities inherent in expanding into a new market. By focusing on these areas, your company can create a robust foundation for growth and sustainability. Customer density ensures that your sales efforts are efficient. Each new customer builds on the success of the previous ones. Founder-driven sales leverage the unique strengths and authority of the company’s leadership to establish a strong initial presence. Agile marketing communications allow for the flexibility and responsiveness needed to adapt to the dynamic U.S. market. By integrating these lessons into your market entry strategy, you can navigate the complexities of the U.S. market with greater confidence and competence. These insights serve as a guide for adapting, growing, and thriving as you pursue establishing a meaningful presence in the United States. How to Get US Sales Traction Resources For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction About MEET helps international 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.
Establishing a Strong Foothold Read Post »
Market-Entry, Return on Investment
Customer Density: The Bedrock of Sales Efficiency
Making a sale is difficult. The first sale in a new market is always the hardest. It takes a long time. The steps are uncertain, circuitous, and complicated. In the U.S., your lack of brand recognition, customer knowledge, and market-relevant success stories will challenge the trust needed to convert sales. Additionally, customer density plays a crucial role—unless your second sale is in close proximity to the first, both geographically and industry-type, the process won’t get any easier. Prospect Proximity is Paramount Proximity means that the second customer has a strong connection or relationship to the first. Ideally, they are in the same industry and the same geography. This proximity leverages all of the knowledge gained in the first sale—customer pain points, relevant use cases, and implementation challenges—to improve the speed and value of the second sale. Besides improving sales efficiency, having a focus on customer density also streamlines customer onboarding, service, and maintenance. The faster and more likely route to scaling your company is to build a repeatable sales process. The fastest route to discovering your repeatable sales process is to build customer density. Not only should the second sale be easier than the first, but the third sale should be easier than the second, the fourth sale easier than the third, and so on. The Network Effect of Customer Density Customer density isn’t just about geographical proximity; it’s about creating a network of interconnected relationships and shared success stories. This network becomes a powerful tool in building trust and credibility in the market. As these relationships grow, they form a supportive ecosystem where potential customers feel more secure in their purchasing decisions due to the proven success of their peers. Once a dense customer base is established in one region and one industry vertical it is much easier to higher the first sales representative and have them build the same dense customer base in another region or industry. The path to scaling must start with customer density. How to Get US Sales Traction Resources For more on this topic, we suggest reading The 3 Truths of Gaining U.S. Sales Traction About MEET helps international 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.
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Exhibitor Tips, Pavilions, Return on Investment
Leveraging Trade Show Lead Capture Tools
Capturing leads effectively at a B2B trade show is crucial for maximizing the return on investment and ensuring long-term business success. The right lead capture tools can streamline the process, making it easier to collect, organize, and follow up with potential clients. Here’s a comprehensive guide on how to implement top lead capture tools for your B2B trade show booth: 1. Understand the Importance of Capturing Leads 2. Digital Lead Capture Forms 3. Mobile Apps for Lead Capture 4. QR Codes and NFC Technology 5. Badge Scanners 6. Interactive Kiosks and Tablets 7. Business Card Scanners 8. Incentives for Data Collection 9. Lead Scoring Tools 10. Post-Show Follow-Up Having top lead capture tools at your B2B trade show booth is essential for converting booth visitors into potential clients. By leveraging digital forms, mobile apps, QR codes, NFC technology, badge scanners, interactive kiosks, business card scanners, and lead scoring tools, you can streamline the lead capture process, ensure data accuracy, and enhance follow-up efforts. Additionally, offering incentives and integrating captured data with your CRM ensures a seamless transition from lead capture to lead nurturing, ultimately driving business growth and success. For an expanded view on a successful trade show booth refer to our article Navigating the Trade Show Terrain: Choosing the Right Trade Show for Your Business. — About MEET MEET helps international B2B & B2G companies scale in the U.S. through trade shows, events, and strategic connections. Contact Bill Kenney to discuss your U.S. expansion goals bill@meetroi.com or +1 (860) 573-4821.
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