You’ve crossed a border: Supporting Startups Expanding into New Markets

Here’s something every startup founder learns the hard way:

Just because your product works in one market doesn’t mean it’ll work in another.

As a program manager supporting startups in market expansion, you’re not just a guide—you’re their bridge into the unknown.

Whether it’s cultural nuances, regulatory hurdles, or misaligned partnerships, startups face a maze of challenges when entering a new market.

Your role?

To help them see the obstacles before they hit them.

Today, we’ll cover three key areas every startup needs to nail when expanding:

1. Understanding local market differences

2. Adapting products and strategies to fit new markets

3. Building partnerships that unlock market entry

Let’s dive in.

1. Understanding Local Market Differences

Every market has its own rules, rhythms, and realities.

Startups often assume what worked back home will work abroad. But market differences aren’t just surface-level—they cut deep into customer behavior, purchasing power, and competitive landscapes.

Your role as a program manager:

• Market Research Playbook: Equip startups with a research framework. Who are their competitors? What are the customer habits? What are the local regulations?

• Bridge Cultural Gaps: Help them avoid cultural faux pas that could damage brand trust.

• Guide on Timelines: Expansion rarely happens overnight—manage expectations.

Example: In Asia, relationship-building ("guanxi" in China, "savoir-faire" in Singapore) often precedes any business deal. Startups rushing straight to a hard pitch might find doors closed before they can even knock.

Your job isn’t to remove every challenge—it’s to help founders ask the right questions before they commit resources.

2. Adapting Products and Strategies to Fit New Markets

Here’s a common mistake: Startups try to copy-paste their existing business model into a new market.

But customers aren’t carbon copies.

Sometimes, a product needs to be tweaked. Sometimes, pricing models need adjusting. Sometimes, the entire positioning needs rethinking.

How you can help:

• Localization Over Translation: Encourage founders to adapt content, pricing, and product features for local tastes.

• Focus on MVP Expansion: Suggest a lean approach—start with a minimal version of the product tailored for the new market.

• Test, Then Scale: Run small pilots to validate assumptions before scaling up.

Example: Grab (the Southeast Asian ride-hailing giant) didn’t just copy Uber’s playbook—they adapted it to include motorcycle taxis and cash payments because those worked better in local markets.

The faster startups embrace adaptation, the smoother their expansion journey will be.

3. Building Partnerships That Unlock Market Entry

No startup succeeds in a vacuum—especially not in a new market.

Local partners can act as accelerators, removing barriers, opening doors, and reducing costly mistakes.

Three types of partnerships to prioritize:

• Strategic Partners: Organizations with market knowledge and credibility.

• Distribution Partners: Companies that already have access to your target customers.

• Government and Regulatory Partners: Allies who can help navigate permits, policies, and paperwork.

Your role as a program manager:

• Introduce startups to trusted local partners.

• Guide them on partnership structures (e.g., revenue shares, co-branding deals).

• Help them avoid common partnership traps (e.g., over-reliance on a single partner).

Quick Tip: Encourage startups to view partnerships as long-term relationships, not short-term transactions.

Partnerships aren’t a checkbox—they’re a growth strategy.

The Takeaway

Market expansion isn’t just about ambition—it’s about preparation.

As a program manager, your job is to equip startups with the insights, tools, and connections they need to navigate unfamiliar terrain.

Here’s a quick recap:

1. Understand local differences: Research, cultural nuances, and realistic timelines.

2. Adapt products and strategies: Localization, MVPs, and testing.

3. Build strategic partnerships: Allies who unlock access and opportunities.

This week, reflect on one startup in your program:

• Are they prepared for market research?

• Have they localized their product strategy?

• Do they have strong partnerships in place?

The smoother their entry, the stronger their growth.

Talk soon,

Yaniv