International expansion is one of the highest-leverage growth strategies available -- and one of the riskiest if executed poorly. The companies that expand successfully do so with clear criteria, local knowledge, and a willingness to adapt their playbook.
When to Expand
Expand internationally when: you have strong product-market fit in your home market, your home market growth is slowing or you are approaching saturation, there is organic demand from international users (people are already signing up from other countries), and you have the operational capacity to support multiple markets.
Choosing Your First International Market
Evaluate potential markets on: market size and growth rate, regulatory complexity, language and cultural distance, existing demand signals (organic signups, inbound inquiries), and competitive landscape. Start with the market that offers the best combination of opportunity and ease of entry.
Localization vs. Translation
Translation is changing the language. Localization is changing the entire experience: currency, date formats, payment methods, cultural references, legal compliance, and customer support hours. True localization requires a local team member who understands the market deeply.
Legal and Compliance Considerations
Each country has unique requirements: data residency laws, tax obligations, employment regulations, and industry-specific compliance. Budget for local legal counsel in each market. The cost of compliance is always less than the cost of non-compliance.
The Hub-and-Spoke Model
Start with a small local team (2-3 people) in your new market, supported by your home office. This team handles sales, customer success, and market intelligence. As the market proves out, expand the local team to include product and engineering support.
