By Sourabh Deorah, Co-founder & CEO of Advantage Club
Global expansion is a crucial phase in the journey of many startups, offering new horizons and growth opportunities. As the Co-Founder and CEO of Advantage Club, an HR Tech SaaS platform that expanded its presence beyond India into countries like the Philippines, Malaysia, Singapore, UAE, and North America, I am sharing some practical insights on how Indian startups can formulate their strategies for global expansion. No fluff, just straightforward advice tailored for tech-savvy founders.
Identify Your Global Markets
Before you start on the global expansion journey, you need a clear roadmap. Start by pinpointing the markets where your product or service can thrive. This is where data-driven decision-making comes into play. For Advantage Club, it meant identifying markets with higher average salaries and a willingness to invest in SaaS solutions. Conversely, we ruled out regions with lower salaries and resistance to SaaS fees. Your selection criteria should be crystal clear. Assess the global demand for your offering, considering factors like economic conditions, technological readiness, and cultural compatibility.
Learn from Local Players
Local competition can be your best teacher. Study the strategies of established players in your target market. What worked for them, and what didn’t? Keep in mind that what succeeded in India might not apply elsewhere. You must discover your unique selling proposition and craft strategies to take on the competition. While pricing can be a competitive factor, it shouldn’t be your sole differentiator in the long run. Understand your market’s specific needs and tailor your approach accordingly.
Find the Right Product-Market Fit
Your product might have achieved success in your home market, but it’s essential to recognize that one size doesn’t fit all. Each market has its unique characteristics and maturity levels. Your product-market fit in India may need adjustments to match the needs and preferences of a new geography. The goal is to find that sweet spot where your offering aligns perfectly with the local market.
Leverage Existing Relationships
Starting with a foundation of trust can significantly expedite your entry into a new market. Begin by expanding with existing clients who already have a presence there. These clients can provide valuable insights into the local landscape and make introductions to potential partners or customers. However, don’t let this limit your ambition. Actively seek out new clients to drive growth and establish a broader client base in the new market.
The Founder’s Role
In the initial stages of global expansion, the founder’s personal involvement is indispensable. As a founder, you must be prepared to dive into the nitty-gritty of setting up operations in the new market. While your executive team can take the reins in established markets, you’ll need to be the driving force in uncharted territories. Your active involvement not only instills trust in your customers but also ensures that the essence of your startup’s vision and culture is effectively communicated.
Adapting Your Role as Founder
Founders often wear multiple hats, adapting to the changing needs of their startup. In mature markets, your focus may shift towards team management and strategic vision. However, in new markets, it’s back to the basics. You’ll need to be hands-on, ready to adapt quickly, and lead by example. This hands-on approach is vital for building trust, understanding local dynamics, and overcoming the unique challenges of the new market.
Build a Local Dream Team
The success of your venture in a new market heavily depends on the strength of your local team. Hiring local talent is non-negotiable. Local employees bring an understanding of the local culture, consumer behavior, and market nuances that you simply can’t replicate from afar. Building a strong local team is not just about hiring; it’s about cultivating a culture of collaboration, adaptability, and shared goals.
In the world of startups, global expansion represents a significant milestone and a promising opportunity for growth. By following these practical steps, you can navigate the complexities of international expansion while minimizing risks and maximizing your chances of success. Keep it simple, learn from local players, and remain true to your startup’s core values. The journey may be challenging, but with a well-thought-out strategy, your Indian startup can thrive on the global stage, achieving remarkable success and realizing its full potential.