We’re happy to shine the spotlight on our community member Kathryn Read, an international sales and business development expert specializing in helping businesses expand into new global markets. Kathryn recently shared her insights on an important topic for business owners: the challenges of international expansion. Here’s a condensed version of her enlightening insights.
By Kathryn Read, International Expansion Specialist
Expanding into new international markets can be an exciting but overwhelming process for many businesses. While the opportunities for growth are immense, companies often struggle with navigating the complexities of new markets. From choosing the right location to understanding local regulations, the challenges can seem daunting.
Having worked extensively in international business development, I’ve seen firsthand the most common marketing roadblocks companies face when expanding abroad. In this article, I’ll share insights into these challenges and offer practical steps to overcome them.
1. Selecting the Right Markets and Conducting Initial Research
The Challenge: Where to Start?
Expanding into a new market without proper research is risky. Many companies either target too many markets at once or choose a market based on assumptions rather than data.
How to Overcome It:
✔ Start by analyzing market size, demand, and economic stability.
✔ Use publicly available data, such as trade reports and government statistics, to understand market potential.
✔ Consider factors like cultural fit, competitive landscape, and ease of doing business before making a decision.
Pro Tip: If resources are limited, start with a single market and validate demand before expanding further.
2. Finding the Right Local Partners
The Challenge: Who Can You Trust?
One of the biggest obstacles to international expansion is identifying reliable distributors, agents, or business partners who understand the local market.
How to Overcome It:
✔ Attend industry events and trade fairs to network with potential partners.
✔ Leverage professional business networks such as LinkedIn, trade associations, and local chambers of commerce.
✔ Conduct thorough due diligence, including checking references, visiting their facilities, and negotiating clear terms.
Pro Tip: Don’t rely solely on online research—local market visits help in assessing business credibility.
3. Overcoming Regulatory and Legal Challenges
The Challenge: Compliance Can Be Complex and Costly
Different countries have unique legal, tax, and regulatory requirements, which can create unexpected hurdles for businesses.
How to Overcome It:
✔ Work with local legal experts to ensure compliance with business registration, import/export laws, and tax regulations.
✔ Keep up-to-date with trade agreements and tariffs that may impact your business model.
✔ If expanding within the EU, leverage existing trade laws for smoother entry into multiple countries.
Pro Tip: Investing in compliance upfront prevents costly legal issues down the road.
4. Deciding What to Localize From the Start
The Challenge: How Much Should Be Adapted?
Some companies assume they can use the same branding, messaging, and products globally—this often leads to poor customer engagement.
How to Overcome It:
✔ Identify core elements that must be localized immediately, such as packaging, website content, and product names.
✔ Research customer preferences—certain design elements, colors, or messaging may have different meanings in new cultures.
✔ Localize customer service to ensure smooth communication with new audiences.
Pro Tip: Not everything needs to be changed—some global elements can remain while adjusting key aspects for the local market.
5. Localizing Your Product for Market Fit
The Challenge: Does Your Product Suit the New Market?
Consumer preferences and regulatory standards differ across regions, so products may need adjustments.
How to Overcome It:
✔ Conduct product testing and focus groups to gather local feedback.
✔ Adapt product sizing, ingredients, or packaging to meet regulatory standards and customer expectations.
✔ Consider how local competitors have adapted their products for market success.
Pro Tip: Understanding cultural nuances can be the difference between a successful launch and a market failure.
6. Adapting Your Communication and Marketing Strategy
The Challenge: How to Speak to a New Audience?
Marketing strategies that work well in your home country may not resonate abroad. Cultural differences, language, and local competition all play a role.
How to Overcome It:
✔ Work with local marketing specialists to fine-tune messaging.
✔ Use local influencers and media channels to gain credibility in the new market.
✔ Adjust advertising tone, visuals, and digital strategies based on what resonates with local consumers.
Pro Tip: Investing in professional translation services ensures accuracy and avoids costly cultural misunderstandings.
Final Thoughts: No One Wins Alone – No Business Expands Alone
International business expansion is both challenging and rewarding. The key is to plan strategically, learn continuously, and seek guidance from experts and peers who have been through the process.
As a solopreneur, being part of a strong community like Powerful Marketers has been invaluable. No one wins alone—sometimes, we are too close to our own challenges to see solutions. By sharing experiences and learning from others, we gain fresh perspectives that help us navigate business growth more effectively.
If you’re thinking about expanding your business internationally, take it step by step. Start with research, find the right partners, and adapt as needed—growth comes with learning, collaboration, and taking the right risks.
About Kathryn Read
Kathryn Read is an international sales and business development expert specializing in helping businesses expand into new global markets. With over two decades of experience in international trade, she is passionate about connecting businesses across cultures in a way that is mutually beneficial. Connect with her inside Powerful Marketers Hub, on LinkedIn, or visit her website at Kathryn Read Consulting.
– Author: Mari-Liis Vaher