Expansion is hard, costly, and requires a lot of effort and focus.
Reasons Why Start-Ups Expand:
• Supply Grab
• First To Market Advantage
• Home Field Maturity
Deciding Where To Go
Identify opportunistic regions based on
Acquisition: Sales Channels
• Franchise Model
• Channel Partners
• Expansion Team
Endomondo expanded to 20MM users in Europe through
influencer and strategic partnerships.
Culture values and norms play a huge role
when deciding on acquisition strategy.
• Strategic Partnerships
• Direct Resellers
Acquisition: Marketing Channels
Social Media Communication Channels Events: Cultural & Industry
Home team always has the field advantage.
• What are they doing?
• How are you different?
• Who uses their product?
• Why do people use their product?
• Who are they aligned with?
• What is the overall perception of the competition?
• What’s their market share?
• What features do you have they don’t?
• Who are their enemies?
Competition: Finding The Entry Point
Initial Audience vs. Target Audience
Total Serviceable Market
Where do you fit in?How are you better?
Your product is not geo agnostic and may require modifications.
Localized Payment Methods
Language Support Price Adjustments
Adapt your product to local market trends and user behavior
Maximize potential of your product value for agile localization
Figure out what local users want
Mobile versus desktop markets
Know The Market
Figure Out Product Gaps
Fine Tune A Process
…and if you need help along the way…