Summarising the U.S. Playbook

Hopefully, it’s clear from this report that the answer to “how do I expand to the US?” is: “it depends!”. But if you had to push us for a straightforward answer – this is what we’d tell you:

Reach product-market fit in Europe before expanding state-side. This will likely translate across continents – but an effective GTM won’t, so be prepared to start fresh there.

You will need a recent funding round under your belt to finance the significant and unavoidable upfront costs.

Complete 4 – 6 research trips before relocating – get to know the local area, build relationships with leads, and find your people.

It’s likely that New York will be your landing spot, and you should relocate a founder if you can, allowing as long a lead time as possible for acquiring a visa.

When it comes to hiring and relocating in the US, prioritise revenue generating-roles, and expect to pay 2-3x more for an American hire than an equivalent European one (you can also expect to charge American customers significantly more than those in Europe, and will therefore be generating greater revenue over time).

Adapt sales and investment pitches for an American audience, but don’t lose your cultural identity.

And last but not least, don’t go it alone. Bring on trusted advisors and lawyers at the beginning of your expansion, and keep in close contact with them throughout. Make use of your networks, ask for help, and don’t be a stranger to Frontline if you’re about to embark on this journey! 

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