Migrating your company to the U.S. from overseas involves
reinventing the company to adapt to the scale, specialized channels,
customer preferences and other features of the U.S. market.
Doing business in the United States can be expensive--this is
especially true for marketing and promotional activities as the
scale of the market is so large. So before entering the U.S.,
entrepreneurs are advised to conduct thorough research and
prepare a detailed business plan. This may involve
reinventing the company.
Many companies entering this market find they have to
reinvent the company in order to find their specialist
niche--what works for them in their home country is unlikely to
work in the same way in the U.S. They have to reposition
themselves to appeal to U.S. customers, find their place in a
very different value chain and appeal to distribution partners,
investors and others
Of course, setting up in the U.S. involved forming a new
corporation, finding an office and other operational issues.
After the company is established, there are marketing, sales,
fundraising and other milestones that may be required in order
to achieve your goals and objectives.
Testing the market is important as many companies have
incurred losses by investing in marketing and promotional
programs that have worked in their home country--but don't work
in the same way in the United States. For this reason, the
sales and marketing process can involve seeding U.S. customers,
listening to their feedback and adapting the product,
positioning, promotions, pricing and distribution strategies