Steps for Expanding Your Business to New Markets

Momentum in business is everything. Companies that are on an upward path and seeing success must be capable of making decisions that sustain that growth and help ensure a more stable future. And in most cases, that means developing new business opportunities that allow expanding the company’s reach and catering to a larger audience.

Unfortunately, expanding into new markets comes with many risks as well. Uncalculated or poorly executed expansions can end up being costly failures that set the business back and even damage its reputation. To avoid that, it’s crucial to understand the fundamental principles involved in the expansion and avoid some of the most detrimental mistakes that could prevent success.

With that in mind, let’s look at some of the most important strategies and steps you should consider when researching and planning for entering new markets.

Understand Your Customers

Understanding your market is a vital first step that will determine every single decision you make. And while you may have a lot of data about what’s working in the markets you’re currently operating in, that doesn’t mean that the same insights and solutions will translate into other markets that can respond completely differently.

Only by understanding what your market needs and having an efficient process for implementing changes at every level can you expect to adapt your products and services to the needs of a new audience.

For instance, you will need to utilize a localization platform that will help you customize your software solution to meet the local demands of a new market, keeping your products, offers, and solutions consistent and providing the same level of UX no matter where you might be operating.

These types of tools can also empower your teams to make a smooth transition into a new market, manage translations of content, maintain consistency, and get your product ready to launch much faster, which is a key part of success.

But all of that comes down to having a deep understanding of who you are catering to and what types of solutions you will need to implement to match the needs of the audience you want to get in front of.

Evaluate Your Current Capabilities

One of the most important steps when considering a new market is determining whether you have the capacity to execute a successful expansion without having to compromise on the key principles and values that define the company and its current success.

While seizing an opportunity for growth is important, it should only be done after carefully evaluating the types of resources and service quality that could be allocated to the new region that you want to enter.

A good way to determine this is to carefully evaluate your capabilities and establish a budget and a timeframe for the potential expansion. When you identify the specific resources that will be needed to make it happen, you will be able to make a better assessment of not just how soon it would be possible but whether it’s a good idea at all.

Consider the Long-Term Company Direction

Expanding for the sake of it is not a smart business decision. As many companies over the years have found out, entering a new international market doesn’t always translate into the same success that the company might have had locally. And a big part of that success or failure comes down to aligning the expansion with the company’s long-term goals and direction.

When considering a new market, you must perform a thorough analysis to answer the question of whether the new market fits with where the company wants to eventually end up. In other words, even if you could successfully enter the new market, you need to consider whether the changes you would need to make in order to adhere to the needs of the new audience would not clash with the brand image and values that you have built over the years of operating in your current markets.

Taking an approach rooted in your company values will also help you reevaluate the markets you might want to enter and could even result in you spotting new opportunities that you did not consider before.

Bottom Line

Entering a new market is a big challenge, no matter how successful the company might be right now. But the good news is that no matter how big or small your company might be, expanding can be done effectively. By considering the steps listed above, you can maximize the chances of executing a successful expansion and enter a new market ready to meet the unique demands of the target customers. And even more importantly, you’ll be more confident that the decision makes sense in the first place.

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan