## Global expansion is one of the most significant milestones for any startup

Expanding beyond your domestic market opens the doors to larger customer bases, diversified revenue streams, and increased market resilience. However, entering foreign markets comes with a host of challenges that require careful planning and execution. Without the right strategy, your startup could face costly mistakes that are difficult to recover from.

In this article, we'll walk through the steps for successfully entering foreign markets, offer practical use cases, and highlight common mistakes that startups should avoid.

## Why Global Expansion Matters

![Image by Pexels](img/pexels-canvastudio-3277808.jpg "Image by Pexels")

Image by Pexels

For startups looking to scale, international growth presents opportunities that can boost a company forward significantly.

Expanding into foreign markets can open up several key advantages for startups. First, tapping into international markets creates new revenue streams, giving access to a broader customer base that helps startups scale faster and increase overall revenue. Additionally, it provides diversification, spreading risk across multiple regions. If one market experiences economic downturns or political instability, other markets may help offset the impact.

Operating internationally can also lead to an increased valuation, as startups with a global presence tend to attract more investors due to their growth potential and broader market reach. Finally, brand recognition benefits significantly from international expansion, enhancing credibility and positioning your company as a serious player within the industry.

While the rewards are undeniable, global expansion is not without its risks. Many startups fail when entering foreign markets due to a lack of preparation or understanding of local nuances. Here’s how you can ensure a successful international strategy.

### Step 1: Conduct Thorough Market Research

Market research is the cornerstone of any global expansion plan. Without deep insight into the target market, startups risk entering regions where their product may not resonate or where competition is too fierce.

### Key Research Areas:

 Every market has its own culture, values, and consumer behavior. For example, a product that’s popular in the U.S. might not align with consumer needs in Japan. Consumer preferences, buying behaviors, and brand loyalty can differ drastically. A great use case is Uber’s entry into China. The company initially tried to replicate its Western model without understanding that ride-hailing in China operated differently, leading to a significant revamp in their approach.

Who are the key players in the market? What strategies do they employ? For example, when Spotify expanded into India, they faced fierce competition from local music streaming services like Gaana and JioSaavn. To succeed, Spotify had to adapt their offerings, including exclusive partnerships with local artists and tweaking their pricing to compete with freemium services.

Each country has its own regulations governing imports, taxes, and business practices. For instance, GDPR in Europe significantly impacts how startups collect and handle consumer data. Ignoring regulatory requirements can lead to costly legal penalties and reputational damage.

### Common Mistake: Failing to Localize the Market Research

Many startups mistakenly assume that their home market success will translate directly to new regions. Without understanding local cultural preferences, customer pain points, or competitive landscapes, businesses can quickly fall behind.

**Use Case: eBay in China**

When eBay entered the Chinese market, they believed their global model would work seamlessly. However, local competitor Taobao offered free listings and integrated chat functions that resonated better with Chinese sellers and buyers. eBay's failure to fully understand the market led to their eventual exit.

## Step 2: Tailor Your Product or Service for the Local Market

It’s not enough to offer the same product or service globally without making necessary adjustments for the local audience. Localizing your product for the specific needs of a new market is crucial.

### Product Localization:

Different cultures interact with technology in unique ways. Localization might involve changing the product interface, adding new features, or redesigning the packaging. For instance, Apple modified its keyboards in Japan to include Katakana characters, catering to local writing preferences.

Payment methods vary significantly across markets. While credit cards dominate in the U.S., markets like China favor mobile payment platforms like WeChat Pay and Alipay. Adjusting your payment systems to suit local preferences is critical for a seamless buying experience.

### Common Mistake: Not Adapting the Product

Many startups assume that their product will work as-is in every market. However, failing to consider local preferences and consumer behaviors can be detrimental.

**Use Case: Starbucks in Australia**

Starbucks failed in Australia due to their inability to adapt to local coffee culture. Australians prefer smaller, independent cafes with a more personalized touch, whereas Starbucks brought its standardized menu and rapid expansion strategy, leading to store closures.

## Step 3: Choose the Right Market Entry Strategy

The path you choose to enter a foreign market depends on the size of the opportunity, your available resources, and the nature of your business. The right market entry strategy can set the foundation for success.

### Market Entry Strategies:

Exporting involves selling your product or service directly from your home market to international customers. It’s the least resource-intensive option but can be challenging when dealing with logistics and customer service from afar.

Partnering with a local business allows you to leverage their market expertise, distribution networks, and customer base. This approach can help speed up market penetration while reducing risks.

For brands with a scalable business model, franchising can be a viable strategy. This allows you to expand without significant upfront investment in setting up operations, while the franchisee handles local management.

Establishing a physical presence (e.g., offices, warehouses) in the foreign market offers more control but comes with higher risks and resource requirements. This is suitable for markets with high potential where you want to build a long-term presence.

### Common Mistake: Choosing the Wrong Strategy

Startups often rush into a market with a strategy that doesn’t match their resources or the local market conditions. Overcommitting to direct investment without fully understanding the market can drain financial resources.

**Use Case: Walmart in Germany**

Walmart’s attempt to directly enter the German market through full ownership of stores backfired. They didn’t adjust to local shopping habits, such as customer preference for smaller, local stores rather than large American-style supermarkets. After facing financial losses, Walmart exited the market. 

## Step 4: Build Strong Local Partnerships

![Image by Pexels](img/pexels-canvastudio-3153201.jpg "Image by Pexels")

Image by Pexels

Forging partnerships with local businesses, distributors, or influencers can help ease your entry into a foreign market. Local partners provide market insight, help build credibility, and navigate logistical and cultural challenges.

### Benefits of Local Partnerships:

A local partner can offer insights into consumer behavior, business practices, and cultural norms that you may not be aware of.

Local distributors can manage logistics and provide a smoother customer experience. For instance, L’Oréal, when entering the Chinese market, partnered with local distributors and leveraged e-commerce giants like Tmall to penetrate the market quickly.

Influencers and Key Opinion Leaders (KOLs) are particularly powerful in markets like China and Southeast Asia. Leveraging local influencers can build trust and accelerate brand visibility in a market.

### Common Mistake: Not Investing in Local Partnerships

Many startups underestimate the value of local expertise, assuming they can handle everything in-house. This can lead to cultural missteps, regulatory issues, and ineffective market penetration.

**Use Case: Airbnb in China**

Airbnb’s success in China hinged on partnering with local travel service companies and influencers. They localized their platform to include Chinese payment options and partnered with Alibaba to streamline customer service. These strategic partnerships helped them navigate the complexities of the Chinese market.

## Step 5: Localize Your Marketing Strategy

Global markets require localized marketing strategies that resonate with local consumers. A one-size-fits-all marketing approach rarely works across different regions.

### Elements of Localization:

Ads or messaging that works in one region may be tone-deaf or even offensive in another. Make sure to adapt your content to reflect the local culture.

Different countries use different social media platforms. For example, while Instagram and Facebook may work well in Europe or the U.S., markets like China rely on WeChat, and Russia has VK.

Optimize your website for local search engines, languages, and keywords. This also includes adapting your content for voice search, which is on the rise in many markets.

### Common Mistake: Not Localizing Marketing Efforts

Startups often rely too heavily on their global marketing strategy without adjusting it for local preferences, missing out on engagement and revenue potential.

**Use Case: Coca-Cola in India**

Coca-Cola initially struggled in India by sticking to its global marketing strategy. After recognizing that local consumers preferred smaller, affordable bottles, Coca-Cola introduced “affordable small packs” and localized its advertising, which led to a massive increase in market share.

## Step 6: Hire Local Talent

Building a local team is important for long-term success. Local employees understand the culture, market dynamics, and can provide critical insights to improve business strategies.

### Benefits of Hiring Locally:

Local employees offer first-hand knowledge of consumer preferences and behavior, ensuring your product is aligned with the market.

Local hires are more familiar with legal requirements and can help you avoid regulatory missteps.

### Common Mistake: Not Building a Local Team

Relying on remote teams from your home country can slow down your response to market needs and lead to cultural disconnects.

**Use Case: Amazon in India**

Amazon’s success in India is partly due to hiring local talent and creating a team that deeply understands the Indian consumer. Their local team was instrumental in setting up the company’s logistical infrastructure and tailoring the e-commerce experience to the needs of Indian shoppers.

## Step 7: Secure Robust Financial Planning

Global expansion can strain your financial resources if not properly managed. Startups need to account for the additional costs of entering a new market, such as logistics, legal fees, and currency fluctuations.

### Financial Considerations:

Expanding into regions with volatile currencies can impact your bottom line. Implementing hedging strategies can help mitigate risks associated with currency exchange rates.

Different markets have varying tax regulations. Understanding these costs upfront will help you structure your pricing and ensure profitability.

Staying compliant with local regulations may come with significant costs. Factor this into your budget, as failure to comply can lead to fines or restrictions on operations.

### Common Mistake: Underestimating Financial Costs

Startups often fail to plan for the full financial implications of global expansion, leading to budget shortfalls and, in some cases, business closures.

**Use Case: Tesla in China**

Tesla invested heavily in building a Gigafactory in Shanghai to reduce reliance on imports, lower production costs, and avoid tariffs. This financial planning allowed Tesla to offer more competitive pricing and meet the high demand in China, their second-largest market.

## Step 8: Prioritize Legal and Regulatory Compliance

Understanding the local legal environment is crucial to avoid penalties, fines, or shutdowns. Regulations around data protection, employee rights, and product standards vary from country to country.

### Key Areas of Compliance:

In regions like the EU, GDPR sets stringent rules on how businesses handle customer data. Failure to comply can lead to massive fines.

Protecting your intellectual property is vital when entering new markets, especially in regions where IP infringement is common.

Ensure that your HR practices comply with local labor laws, including hiring, firing, and employee benefits.

### Common Mistake: Overlooking Regulatory Requirements

Startups often overlook the regulatory landscape, leading to legal issues that can derail their entire expansion strategy.

**Use Case: Facebook and GDPR**

Facebook faced major scrutiny in the EU over violations of GDPR, which led to heavy fines. This case highlights the importance of understanding local regulations, particularly around data privacy, when entering new markets.

## Step 9: Measure, Learn, and Adjust

![Image by Pexels](img/pexels-proxyclick-2451646.jpg "Image by Pexels")

Image by Pexels

Even after launching in a new market, the work doesn’t stop. It’s important to constantly measure your performance, gather customer feedback, and adjust your strategy accordingly.

### Metrics to Track:

Are your sales meeting expectations? Which products or services are performing well, and which need adjustments?

Actively seek customer feedback to understand what’s working and what’s not. Adjust your product or marketing efforts based on this input.

Monitor your competition regularly to ensure you’re maintaining or gaining market share.

### Common Mistake: Not Adapting Post-Launch

After the initial market entry, some startups fail to adjust their strategies based on real-world data. This can lead to missed opportunities for growth or correction.

**Use Case: Netflix’s Global Expansion**

Netflix continuously adapts its content strategy in different markets. For example, they invested heavily in local-language content like "Sacred Games" in India and "La Casa de Papel" in Spain to attract local audiences. By constantly measuring performance and adapting, Netflix grew its global subscriber base exponentially.

## Setting Your Startup Up for Global Success

Entering foreign markets presents startups with immense growth opportunities, but it’s not without its risks. Success in one market doesn’t automatically translate to another. Careful planning, localized strategies, and ongoing adaptation are key to unlocking global potential.

By following the steps outlined above and learning from both successful and failed market entries, your startup can avoid common mistakes, position itself for success, and tap into the boundless opportunities that global expansion offers. With the right strategy, your startup can thrive on the world stage, becoming a truly global brand.


Don't miss out on key strategies to avoid costly mistakes and unlock your startup's global potential!

How to enter foreign markets with your startup and avoid mistakes 

# Why do investors give money to «bad» startups and ignore promising ones?

If you’re looking at the startup world, you’ve probably come across this paradox: millions of dollars go into projects that don’t have a strong product or business model, and really promising ideas are left unfunded.

It seems illogical that venture capitalists, people who make money from risk analysis, make these mistakes. But the real reasons are not just miscalculations or lack of experience. The situation is more complicated - it has to do with the characteristics of the venture capital market, the psychology of investors and the very structure of start-up financing.

This article will detail why this is the case, what mechanisms are behind these decisions and what can be done to attract investment in a promising but undervalued project. We will consider real examples of startups that received hundreds of millions of dollars despite a weak business model, and companies that were without money, although they could become the next «unicorns».

## How Venture Capital Investments Work: A Brief Guide

Before we understand why money gets startups, we need to understand how the investment mechanism is organized.

![Image by Pexels](img/pexels-karolina-grabowska-5902919.jpg "Image by Pexels")

Image by Pexels

### 1. Venture funds make tens of bets, counting on 1-2 successful

The venture market is different from classical investing. Funds are not looking for stable, reliable companies - they are looking for those that can explode and bring X10 or even X100 profit.

**What does that mean?**

* 90 percent of startups are “dead”, and investors understand that.
* Their strategy is to invest money in 50-100 companies, knowing that only 1-2 of them will «shoot» and pay the rest of the losses.
* So, the main factor is not reliability, but the potential scale of growth.

This leads to mistakes: potentially profitable but boring startups are ignored, and high-rollers and loud get money.

## How Venture Capital Investments Work: A Brief Guide

Before we understand why money gets «not the» startups, we need to understand how the investment mechanism is organized.

### 1. Venture funds make tens of bets, counting on 1-2 successful

The venture market is different from classical investing. Funds are not looking for stable, reliable companies - they are looking for those that can explode and bring X10 or even X100 profit.

**What does that mean?**

* 90 percent of startups are “dead”, and investors understand that.
* Their strategy is to invest money in 50-100 companies, knowing that only 1-2 of them will «shoot» and pay the rest of the losses.
* So, the main factor is not reliability, but the potential scale of growth.

This leads to mistakes: potentially profitable but boring startups are ignored, and high-rollers and loud get money.

### 2. Investors are investing in people, not ideas

Another important point: startups do not get investment for cool products, but for a convincing presentation.

The more charismatic the founder, the better the chances of getting funding.

* Investors believe that if a person can convince them, they can convince the market.
* Sometimes it’s justified (Steve Jobs also sold not the product, but the vision).
* But sometimes it leads to failures (see WeWork). The World of Warcraft is a World War II.

Now that we have a base, let’s figure out why bad startups get paid and good ones don’t.

![Image by Pexels](img/pexels-canvastudio-3153198-1-.jpg "Image by Pexels")

Image by Pexels

### Reason 1: Investors are betting not on the idea, but on the charisma of the faders

Venture capitalists often invest in personalities, not business models.

They believe that if the founder can convince them to invest, he can persuade the market to buy the product. This leads to charismatic but incompetent faundors getting paid even if their start-up is weak.

### **Example: WeWork**

**What happened?**

WeWork is a co-working rental company. Founder Adam Newman was charismatic and confident. He sold investors not just offices, but a «revolution in the working culture».

**Why did investors invest?**

SoftBank and other funds invested more than $10 billion in WeWork because they believed in Newman’s vision. But the business model turned out to be unsustainable: the company was spending huge amounts on rental of premises, without a clear path to profitability.

**What did it end with?**

WeWork’s IPO failed, and the company’s valuation collapsed from $47 billion to $8 billion, Newman was fired.

### Reason 2: The Venture Market Operates on the Principle of Big Risks - Big Wins

Investors understand that 90% of startups die, but their strategy is not to avoid risks, but to make many bets and hope that one of them «will shoot» and pay all the losses.

This leads to a situation where money goes even into strange and unwarranted projects if they have the slightest chance of success.

### Example: Juicero

**What happened?**

Juicero is a startup that sold "smart" juice squeegees for $700. The company raised $120 million in investments from Google Ventures and other major funds.

**Why did investors invest?**

Juicero promised a «revolution» in the preparation of juice, but it turned out that users could simply squeeze the juice bags with their hands, without an expensive car.

**What did it end with?**

The company closed in 2017, setting an example of how venture capital funds can invest millions in an absurd project if it is beautifully curated.

### Reason 3: Investors are prone to FOMO (fear of missing the opportunity)

If one known investor invested in the startup, others are afraid to miss the next Google and also invest money.

This creates a crowd effect when companies get funding not because they are good, but because everyone else supports them.

### Reason 4: Startups with real potential seem too boring

Promising projects that have real revenues and a working business model often look less exciting than the trending trends, such as NFT, brainstorming or artificial intelligence.

### Example: Basecamp (now 37signals)

**What happened?**

Basecamp is a project management service that earns money from the very first days. They never took any outside investment, although they could be the next Trello.

**Why did investors ignore them?**

The company has chosen slow growth and sustainable profitability, and investors want exponential growth even if it is accompanied by losses.

**What did it end with?**

Basecamp is still successful, but without any venture capital money. And many unprofitable startups that were given millions have long since closed.

### Reason 5: Politics and personal connections decide more than logic

Often investors invest not in the best startup, but in one closer to their circle. If you don’t have a connection, even a brilliant product can go unnoticed.

### Example: Clubhouse

**What happened?**

Clubhouse is a voice social network that attracted $100 million in investments in 2020, although it did not have clear monetization.

**Why did investors invest?**

The project received a hype among the elite of Kremlin Valley, and the investment was made according to the principle «my friend invested - I will invest».

**What did it end with?**

Clubhouse has lost popularity because it did not think of how to make money, and now few people remember about it.

## How to attract investment in a promising start-up?

If you have a really strong project but you are having trouble getting investment, use these strategies:

1. **Develop storlelling**

* Investors buy not only ideas, but people.

2. **Create FOMO around your startup**

* If you seem like everyone is interested in you, investors will want to invest too.

3. **Prove profitability before finding investors**

* If you already have income, that’s a strong argument.

4. **Build Connections in the Venture World**

* Without an acquaintance, you might not be noticed.

5. **Look for alternative sources of money**

* Crowdfunding, grants, angel investors.

## Final thoughts

Investors do not always make logical decisions. The hype, connections and crowd effect often play a bigger role than the real prospects of the startup. 

But if you understand how this system is set up, you can increase the chances of attracting investment - even if your startup doesn’t seem to be fashionable.


The startup world doesn't reward the best product. It rewards the best storyteller!

Why do investors ignore promising startups?

For the third year, the Berlin-based platform [TechBehemoths](https://techbehemoths.com/) is launching its highly anticipated TechBehemoths 2024 Awards, celebrating excellence in the tech industry in 55 countries. Offering a meritocratic way for companies to showcase their greatness and stand out in a competitive industry. 

This year, their Awards experienced unprecedented interest from technology service providers.

The big news is that in 2024, [Polish companies have been recognized](https://techbehemoths.com/awards-2024/poland) for the third time. There are over 104 exceptional tech service providers covering 20 services, from UX/UI Design to Software Development, AI and Cybersecurity. They have been selected for their contributions to the local economy and their impact on the international market. 

This award comes with huge reputational impact on Poland’s tech market:

* Highlights Poland’s prominence as a tech innovation hub, boosting its national reputation.
* Empowering local businesses by showcasing their potential for international recognition.
* Attracts global interest from investors and clients, enhancing economic opportunities.

Polish tech companies participating in these awards join a global network of innovators and receive recognition that helps them grow and strengthen their position in the market. 

“Poland is one of our backbones, a super professional environment of great tech service providers! We are so happy to have it also in our 2024 Tech Awards. This year we have seen immense interest in Polish tech service providers from all over the world. This is a recognition of excellence and persistence”, added Marcel Sobieski, TechBehemoths founder.

The selection process focuses exclusively on merit and the proven track record, aiming to highlight expertise and the value provided to clients. The awards help businesses find trustworthy tech service providers while boosting the credibility and visibility of the winners. 

The TechBehemoths Awards is established as a trusted benchmark for quality and achievement in the global tech industry. The awards highlight companies that consistently deliver results, whether through innovative solutions, effective project implementation, or strong client relationships. For [Polish firms](https://techbehemoths.com/companies/poland) like [Movadex](https://movadex.com/), the awards provide a gateway to increased visibility among international clients and investors.


Tech scene is rising—global clients and innovators, take note! 

Poland National Tech Industry in the Spotlight TechBehemoths 2024 Awards

## Introduction

Samsung has made a significant move into the world of mixed reality by announcing its new headset, Project Moohan XR. This new device promises to be a serious competitor to the Apple Vision Pro and, according to recent reports, will be released in 2025. Given the rapid development of mixed reality technologies, Project Moohan XR could change users' perceptions of interaction with digital content.

## Overview of Project Moohan XR

Project Moohan XR is a mixed reality headset aimed at providing users with a unique immersive experience. The name "Moohan" translates from Korean as "infinity," symbolizing Samsung's commitment to creating innovative devices capable of expanding the boundaries of virtual and augmented worlds. Samsung emphasizes that the headset will be designed with user needs in mind, ensuring an intuitive and accessible interface.

### Design and Ergonomics

One of the key aspects of the headset will be its design. Samsung promises that Project Moohan XR will be lightweight and comfortable for extended use. Considering that many users may wear the headset for hours, the company pays special attention to material selection and construction to reduce strain on the neck and head.

## Technical Specifications

The headset will operate on the newly introduced Android XR operating system, ensuring compatibility with a multitude of applications and services. Key features of Project Moohan XR include:

* Advanced Display Technology: The headset is expected to feature high-quality screens with high resolution, providing improved visual perception and realistic imagery. This will allow users to enjoy bright and detailed images, which is critical for full immersion.
* Transparent Mode: This feature will allow users to interact with their surroundings without removing the headset. Transparent mode is particularly useful for tasks requiring attention to the real world, such as work or social interactions.
* Multimodal Input: Users will be able to control the device not only through buttons but also with voice commands, making interaction more natural. This feature simplifies access to various functionalities, allowing users to focus on content rather than device management.
* Qualcomm Processor: The device will be powered by a Qualcomm processor, ensuring fast and stable performance. This will enable the headset to efficiently handle complex graphical tasks and provide a smooth user experience.

![Image from Hafeez Center](img/снимок-экрана-2024-12-20-115156.png "Image from Hafeez Center")

Image from [Hafeez Center](https://hafeezcenterlhr.com/google-and-samsung-xr-headset/)

## Unique Advantages

Project Moohan XR promises several unique advantages over the Apple Vision Pro. Samsung focuses on its vision for immersive technologies, offering users a wide range of applications for work and entertainment. Potential use cases for the headset can vary from educational programs to gaming and professional applications.

### Applications in Education and Business

The headset has the potential to become an indispensable tool in education. Educational institutions can use Project Moohan XR to create interactive lessons that allow students to immerse themselves in the material being studied. In business, the headset can be useful for conducting virtual meetings and presentations, enabling participants to interact in a shared virtual space.

### Entertainment and Gaming

Given the growing interest in virtual gaming, Project Moohan XR could be the perfect device for gamers. With multimodal input capabilities and high-quality display technology, users can enjoy unique gaming experiences that were previously impossible with traditional devices.

## Market Context

Currently, the mixed reality market is rapidly evolving, and many companies are vying for their niche. By introducing Project Moohan XR, Samsung faces competition from companies like Apple and Meta, making the device's launch especially important. Given the increasing interest in mixed reality, Samsung can anticipate significant demand.

### Competition

The Apple Vision Pro has already established its position in the market, and Samsung will need to offer something unique to attract consumer attention. It is expected that Project Moohan XR will be more competitively priced, which could become its main advantage.

## Company Strategy

Samsung is actively investing in XR technologies, aiming to expand its capabilities and offer users innovative solutions. Partnerships with Google for the development of Android XR and other technologies may play a key role in the success of Project Moohan XR.

### Innovations and Research

The company also conducts active research in the field of mixed reality to stay at the forefront of technology. This includes both internal developments and collaborations with universities and research institutions.

## Consumer Expectations

Consumers are hoping for high quality and an affordable price for Project Moohan XR. Given the growing interest in mixed reality, Samsung can expect significant demand if it offers a competitive device. Many users are already expressing their expectations for Project Moohan XR, hoping for high image quality and a user-friendly interface. It is crucial for Samsung to take these preferences into account during the device's development.

### Reviews and Anticipation

As the launch date approaches, anticipation is building among potential users. Many are eager to see how Project Moohan XR will compare to existing devices in terms of functionality and usability.

## Conclusion

Project Moohan XR is an ambitious project that could change the game in the mixed reality market. Considering all the features and unique functions presented, Samsung has every chance of success in this rapidly evolving field. The headset could become not only a tool for entertainment but also an important assistant in education and business.


Stay tuned for our updates to not miss future announcements and details about Project Moohan XR.

Samsung has announced a competitor to Apple's Vision Pro

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