Global Strategies for Commercialization

Recently, I had the opportunity to share my learnings and insights from "Launching Products Globally" with an amazing audience at Plug and Play Tech Center with the presence of global audience including entrepreneurs from HKSTP - Hong Kong Science and Technology Parks Corporation. Here are a few learnings and insights from the evening: 1) You need to "localize" your product & go-to-market strategy: This doesn't only mean just translating or localizing your product. It's a lot more than that. You need to localize your "go-to-market" motion as well. You may have product-market-fit (PMF) locally, in the first country/region you launched, but that doesn't mean you can take the same product and go-to-market strategy to launch in a new country/region. As an example at Fitbit, we learned how the French think about fitness (they count walking to a restaurant to get a glass of wine as their "fitness") is very different than how Americans define workout and fitness. So all our marketing and go-to-market strategies had to align with the way locals will see benefits in our products. 2) Having boots on the ground is essential for successful global expansion: You need to have boots on the ground who truly understand the nuances of how to go-to-market, how to sell, and how to deliver your value proposition to customers in different regions. There are a lot of nuances of how to do business locally that will take outsiders to any market a long time to learn. At Cleo, where we had global customers like Salesforce, Redbull, Pepsi, and Uber, we had to have local health Guides to deliver our services with an intimate understanding of customers needs and approaches in that region. 3) Understanding local, cultural, and social aspects is critical to a global expansion success: Even though at the surface things may seem similar in each region, there are a lot of nuances that make your go-to-market strategy and the way you deliver your services resonate with the local customers or not. At Teladoc, we've learned that people in different countries think about their mental health and how to get support for that "very differently" than each other. Huge thank you to my hosts Rahim Amidi, Dr. Yahya Tabesh, Amir Amidi, Ahmadreza Masrour, and Akvile Gustaite, and HKSTP leaders, Albert Wong & Pheona Kan, who are interested in continuing these conversations. It was awesome to meet great entrepreneurs and see old friends: Reza Moghtaderi Esfahani, Daniel Lo, Houman Homayoun, Wayne Chang, Golnaz (Naz) Moeini. #product #gotomarket #globallaunch #globalbusiness

Building global-first companies from Europe (post-globalization edition) 🌍 Even if the world is decoupling, bits will travel around the world before border patrol can blink. And my recommendation remains: build and launch with a global mindset from day one. The best product remains a digital service that can be used by any person on the planet with an internet connection. Ideally at least twice a day 🪥 Tactics for early international user acquisition: 🚀 Launch globally: Debut on global platforms (Product Hunt, Hacker News) to reach worldwide users. Engage niche communities (Subreddits, Slack, messenger groups) to find early adopters as local champions. 🗣 Speak their language: English first. But AI removes all excuses for translation – and ~40% of people skip products not in their native language. Global product & pricing strategy: 🌐 Build for anywhere: i18n best practices will let languages, currencies, and settings work seamlessly. Study what works. 💰 Price for the world: Purchasing power differs by country. Netflix: ~$15 US vs ~$3 India. Regional pricing in local currency. Offer global payment methods. Data, privacy & regulatory issues: ☁️ Poly-cloud: consider setups where you can keep PII and other sensitive information separate tom comply with data regulations. ⚖️ Jurisdiction: put the top-co in the business-friendliest jurisdiction you can (it's Texas, fyi). Navigate local regulation on as-needed basis. While our nations become more nationalist, that doesn't mean our companies need to become national champions. Corporate resilience can easily take the form of large customers numbers distributed around the world, making money in lots of currencies, and remaining virtual instead of physical. What strategies are you using to go global? Share your experience below! If this was interesting, consider sharing it with another founder! 🤝

When companies think about expanding globally, the focus often lands on logistical challenges: setting up operations, hiring local teams, or navigating regulations. But one of the most powerful enablers of global growth is often overlooked: inbound marketing. Inbound marketing isn’t just about driving traffic to your website or generating leads—it’s about creating content that attracts and engages the right customers, who may come from many places around the world. It's also one of the most scalable, cost-effective strategies for building a presence in new markets. Here’s why inbound marketing is a game-changer for global expansion: 1️⃣ It Builds Awareness Without Borders. A well-executed inbound strategy ensures that your brand shows up where customers are searching for solutions—whether that’s on Google in Germany, WeChat in China, or YouTube in Brazil. By optimizing your content for global search engines and platforms, you’re creating touchpoints that can cross geographic boundaries. 2️⃣ It Scales Across Markets. Unlike traditional advertising, which requires heavy investment in localized campaigns, inbound marketing scales efficiently. By creating evergreen content tailored to global needs, you can reach audiences in multiple markets without duplicating efforts. 3️⃣ It Supports Local Market Fit. Here’s where the magic happens: inbound marketing helps you learn about your global customers before you’ve even entered their market. When you analyze engagement with localized blogs, videos, or whitepapers, you gain insights into their interests, challenges, and behavior—helping you refine your approach. 4️⃣ It Drives Trust Through Education. Trust is critical when entering a new market. Inbound marketing allows you to position your company as a thought leader and problem-solver. Customers who see your brand as a trusted resource are far more likely to choose you when it’s time to buy. Here’s how to make inbound marketing work for global growth: Localize your content. Translate blogs, adapt messaging, and address cultural nuances to resonate with each market. Use data to guide strategy. Track which content performs best by region and double down on what’s working. Think long-term. Inbound marketing is a marathon, not a sprint—but the trust and awareness it builds are worth the effort. Expanding globally requires more than just operations—it requires connection. Inbound marketing bridges the gap, helping you build relationships with customers worldwide. Have you used inbound marketing to enter new markets? What challenges or successes did you experience? I'd love to hear in the comments! 👇 🌏 PS: Get my FREE weekly newsletter on global marketing and career growth. 👉 Click my profile and hit Subscribe! ♻️ Share this post with other globally minded colleagues.

Going Global: 10 Questions to Ask Before Expanding Your Business Expanding internationally is an important lever for value creation, but it’s also a complex challenge. Here are 10 questions to consider as you prepare for global expansion: 1️⃣ Is your business ready for international growth? Global expansion demands significant resources—financial, operational, and human. Are your current operations stable & efficient? 2️⃣ Will your product resonate in the new market? Understanding cultural nuances is essential. Does your product align with local tastes, preferences & traditions? What adaptations are needed? 3️⃣ Have you conducted thorough market research? Do you know the demographics, purchasing habits, and behaviors of your consumer? If your product is unfamiliar to them, are you prepared to invest in educating consumers about its value? 4️⃣ Who are the competitors in the market? What sets your product apart? How saturated is the market? What is their customer experience like? 5️⃣ Do you have the team to support your expansion? Whether it’s hiring local talent, creating a JV or selecting a distributor, you need people who understand the language, culture, and business environment (esp. pricing, regulatory, shipping etc.)—and who can work seamlessly with you. 6️⃣ What are your KPIs for success? Is it revenue growth, market penetration, or customer acquisition? When will it be time to establish regional teams? 7️⃣ Which market should you enter first? What criteria makes a market the right choice for your business? Then select a "beta" market to test your strategy before scaling further. 8️⃣ What challenges might you face? Are you prepared for potential legal, cultural, or economic hurdles? From labor laws to tax structures and trademark issues, every country has unique complexities you’ll need to navigate. 9️⃣ How will you balance your U.S. & international business mix? What percentage of your revenue should come from the U.S. vs. global markets? Diversifying across regions can reduce risk, smooth out seasonal demand cycles & position your business for long-term resilience. 🔟 Have you thought about adaptation - so beyond translation? Localization is about more than just language. How might colors, images, scents, or icons be perceived in your new market? A well-adapted product or service creates a seamless experience for consumers. Plan & Execute Thoughtfully International expansion is more than just a growth strategy—it’s a transformation. You’ll need a detailed business plan, financial projections, marketing strategies & a realistic timeline. Even if you start small, the insights you gain from your first market will set the stage for bigger moves down the road. Every time I travel, I’m reminded of the creativity & care businesses put into adapting globally. It’s one of the most fascinating stages in a company’s journey. What’s been your experience with going global? 🌍 #valuecreation #globalexpansion