The Episode in 60 Seconds

Getting the timing right

• Rather than going and planting a flag abroad, consider letting your customers lead the way. Wherever you find a “big fish”, find an agreement to localize for them.

Finding international customers

• Try to engage analysts such as Forrester and Gartner early on. This can be in an informal way, since formal engagements can cost you lots of money.
• Look for international technology partners such as Salesforce and the like. 
• Attend conferences abroad to gain visibility.

Organizational setup

• For technology products, marketing and sales are usually the areas which need localization, while engineering can stay centralized.
• A coherent reporting structure and rigorous documentation are vital to successfully move an international team forward.

Successful international partnerships

• Partners are followers, not leaders. Even though you might have a partner in a certain market, you still need to lead the way for the first successful implementations.
• It’s a long term game. Try to become part of your partner’s daily routine to stay on the top of their mind. 

International fundraising

• International investors are desirable but not a requirement to expand abroad.
• Don’t underestimate the difficulties which come with operating in two different legal systems.
• Since you are missing the benefit of a shared culture, introductions to international investors through your network are even more important.