Trena Blair is an expert in helping Australian businesses expand into the U.S. She founded FD Global Connections, which advises Australian and U.S. companies on entering each other’s markets.
Trena’s first book, “Decoding Global Growth: How Successful Companies Scale Internationally,” made her a #1 Amazon Best-Selling Author in Australia and USA. This book offers essential advice for businesses looking to grow internationally. With over 20 years of experience in leadership roles in the Asia Pacific and the Americas, Blair has become a trusted advisor in global expansion. She helps businesses build holistic sustainable business models, and is a renowned industry presenter and speaker.
Want to learn more? You can listen to our chat with Trena Blair on YouTube, Spotify, Listen Notes, or Player FM. It’s also available anywhere you listen to your favourite podcasts via Buzzsprout.
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Authored by Trena Blair, Founder of FD Global Connections.
The interesting thing about the United States (the market I specialise in) is that we feel we know the US well because we see so much of their TV, movies, and media. We think we understand the market, the language, and the culture. It’s like Australia, right? Just with a different accent.
But when I moved to New York in 2007, I quickly realised how different it really was. The business language, especially in written contracts, was very different. Assuming you can just pick up your Australian business and move it to the US, or any other country, is completely wrong. But don’t worry! There are ways to succeed.
I’ve spent over 20 years helping top executives and companies create strategies to expand globally. In this article, I’ll share tips and strategies to help you successfully grow your business in new markets.
Adapt your leadership skills for global expansion
If you decide to scale globally, one of the most significant shifts you must make is how you lead. Over the years, I’ve seen that the skills needed to start and run a business at home are different from those needed for international expansion.
When starting your entrepreneurial journey, you need to be quick, creative, and hands-on with everything. You have to know your customers well, get funding fast, and be ready to change direction quickly. These skills are needed to your business off the ground, gain those first customers, and secure initial capital. But as your business grows and you start looking at international markets, your role as a leader must change.
You need to look at the type of leader you are and adjust your style to handle a bigger, more complex business. This means accepting that you can’t do everything yourself. You need to decide who in your business you can delegate tasks to. And, as I often say, at the core of delegation is trust. You need people in your business you can trust to get the job done so you can focus on the important things. Trust is a must. Putting that delegation model in place is crucial when you’re thinking about scaling.
Build a strong delegation model
If you’re like many small business owners out there, you’re used to having tight control over every aspect of your business. But this approach isn’t sustainable to scale internationally, especially when your business operates across different countries and time zones. Remember, your business is growing, and so must your ability to manage it. I’m sure you’ve heard “Your business is your baby”. Well now, that baby’s becoming a teenager so you have to let the reigns go a little bit.
Effective delegation has two aspects: Trusting your team with tasks and holding them accountable. First, clearly define the responsibilities you’re delegating. Sit down with your team members and discuss what’s expected of them. Outline their goals and how their performance will be measured. It needs to be a joint conversation so they understand their role in the expansion.
This will help in international markets. If you hire a country manager in the United States, they need to know their limits and when to make decisions independently. You don’t want to be woken up at 2 am for minor approvals. Set up clear guidelines and communication protocols to prevent that. Regular check-ins and feedback loops are also important to ensure the delegation process is working and to address any issues quickly.
Using delegation matrices can help you organise and clarify these responsibilities. You can find templates online, ranging from simple to complex. Choose one that fits your business needs or create your own. Your delegation might include financials, operations, or partnerships. Sit with your team, identify the critical tasks, and set measures to track their progress.
Prepare your business systems for international markets
If you know you’re eventually going to expand your business, start preparing your systems and processes now. That might sound counterintuitive because you’re only a startup and should be building your brand in Australia. However, there are some things you can do now that will set you up for future expansion.
Think about your entire business infrastructure, including your procurement and inventory management systems. Is that scalable or does it only allow Australian purchases? I had a client several years ago with a cosmetic business looking to launch in the United States. Their original system, set up years ago, only handled Australian purchases. To expand, they had to overhaul their entire inventory system to support international operations. Preparing now will save you a lot of time and money in the future.
You also need to look at your sales, customer operations, and marketing processes. These are the three pillars that will drive your success in new markets. Make sure these processes are well-documented, scalable, and adaptable to different market nuances. For example, your sales approach in the US might need to be more assertive and confident than in Australia. Americans value a strong, clear pitch, so your team needs to be trained accordingly.
Build a network and use local mentors
Entering a new market can be challenging, but having a strong network and local mentors can make a huge difference. Before you launch, spend time building a network of contacts in that market, including potential clients, partners, and industry experts. This network will give you valuable insights into local market dynamics, cultural differences, and regulatory requirements.
Trade missions and accelerator programs can be excellent avenues to build these connections. However, be selective about the programs you choose. They should offer real and meaningful engagement with potential clients and partners, rather than just surface-level visits to big corporations.
Finding a local mentor who understands the market and has deep industry connections can be invaluable. They can guide you through the local business environment, help you avoid common mistakes, and introduce you to key players. This mentorship should fit your specific needs whether it’s cultural awareness, industry insights, networking, or regulatory compliance. They should be able to look at your business and make sure it has the capacity to scale. This means doing a scalability audit where they go through your business and make sure that you’ve got all the pieces in place that are critical for scaling.
For example, a Fintech company I advised was eager to expand into New York. After conducting a thorough audit of their business, I recommended they hold off on their expansion until they had strengthened their back-office processes. They followed the advice, and a few years later, they successfully launched in the US and are now expanding into the UK as well!
Spending time in the market to understand it is crucial. Attend conferences, build your brand by speaking at events, and learn where your business fits. The right mentor can help you navigate these steps and grow your business successfully.
Understand your audience
Americans often tell me that Australians come across as too laid back. They wonder if we’re really serious about our business. In the US, if you don’t show confidence, potential partners or customers will quickly move on to someone who does.
Before I take my clients to the United States, I practice their pitches with them. We work on both their presentation and their confidence. I tell my clients, “I know you’re confident and have built a great business in Australia. But in the US, you need to take it up a notch.” This can feel uncomfortable, even arrogant, but Americans see it differently. They see it as passion and a strong desire to do business together.
Think of it like driving a car: if you’re in second gear, you’ll get there, but it will be slow and hard. If you shift into fifth gear, you’ll cruise along much easier. Put your confidence into overdrive.
Another aspect to understand when scaling your business abroad is that you don’t have to do it all at once. Take small steps, get advice, and make a strategic plan. Use your existing connections and leverage any multinational clients you already have. Talk to them about the culture, the head offices, or the competition. This will make your journey into the US market, or wherever you want to take it, much smoother.
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Remember, the key to successful global expansion is planning and preparation. Understand the market you are entering, adapt your business processes accordingly, and build a team you can trust. With the right strategies and support, you can join the ranks of successful global entrepreneurs. Are you ready to take the next step towards global expansion?
