Why is International Expansion Important?
- Should You Expand Internationally?
Helen, who led international expansion at Slack, covers: • Balancing opportunity with complexity • Sizing the opportunity • Complexity: Differentiation required, across product, go-to-market, and operations (with an example of launching in Japan) • Operating as a global business post-launch • Are you ready for international expansion?
International Expansion Strategies
- 10 International Expansion Strategy Best Practices
Brandon covers: 1. You’re either in or you’re out. 2. International market entry will be a roller coaster. 3. Go somewhere where you will get some wins in a reasonable timeframe. 4. Don’t repeatedly recreate the wheel. 5. Fail fast. 6. Don’t over-think it. 7. Only enter one new international market on the ground at a time. 8. Consider partnerships. 9. Conduct interviews. 10. Re-wrapping products rarely works in international markets.
International Expansion Steps
- How to Become a Global-First Company
Nataly covers the 5 positive phases of globalization: Phase 1: Reactive (“Ad Hoc”) Phase 2: Repeatable (“Discovery”) Phase 3: Managed (“Formalizing”) Phase 4: Optimized (“ROI and Automation”) Phase 5: Transparent (“Global-First”)
- Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails
Rebecca explains how Airbnb initially began their international expansion, using tactics such as: • Talk to local users • Use multi-channel launch campaigns • Work with local influencers • Use analytics to understand the behavioral nuances of each locale
International Expansion Examples