Your U.S. Expansion Questions Answered

October 20, 2015

in Market Your Brand

Authored by CeeCee Vandiver

Your U.S. Expansion Questions Answered

On 1 October, 2015, we teamed up with techUK to present our Spark: Go to Market USA event, which brought together global industry leaders across marketing, real estate, finance, governance, and more to discuss all the ways in which digital is helping to drive and support U.S. expansion. The event was a resounding success, providing a dialogue full of exclusive insights and actionable advice, direct from our panel of experts to businesses looking for their next steps.

So how does digital—in practice—actually help a brand expand to the U.S.?

Our audience took to Twitter with their questions and our panel of experts answered. Read on to learn the most pressing U.S. expansion questions on the minds of our attendees, and view the videos to see our panelists’ full responses.

The panel of experts

Zubin Mowlavi, CEO, Lucid Fusion
Russell Slaymaker, Sage X3 Portfolio Manager, Sage
Jon Hutt, Director Worldwide Property Services, Savills
Kevin Phillips, International Tax Partner, Moore Stephens
Gus Franklyn-Bute, Senior Adviser, SelectUSA/ US London Embassy
Laurie Spicer, UKTI USA Specialist Trade Adviser
Hamish Corner, Partner Penningtons Manches LLP

How does digital benefit me?

Regardless of your industry, digital is a tool that can help you figure out how to best identify and reach your target audience. Watch the video below to get strategic insights from our expert panelists, and learn how digital is relevant in every market and can be leveraged across all business aspects—from marketing to business management and beyond.

What accounting challenges should I be ready for?

Accounting and tax compliance can be difficult enough for companies to handle in their native countries, but add to that the complex and varied federal and regional laws of a country like the United States, and it’s no wonder that this topic represents one of the biggest concerns for the expansion-minded. Kevin Phillips, international tax partner for Moore Stephens, explains the differences—and what to expect—between U.K. and U.S. tax levels in his response below.

What’s the current buying trend—online or in-store?

While online sales represent a significant and growing share of many markets, brick-and-mortar retail is still very relevant—the challenge, notes Zubin Mowlavi, CEO of Lucid Fusion, is identifying how your online presence supports in-store sales, and vice versa. Check out the video below to see Zubin’s full answer, and learn how digital can help you maximize your reach and accessibility to drive both online and in-store sales.

Where—besides Silicon Valley—can a software company set up shop?

Talent pool, affordability, education, and industry are all important factors to tech brand growth and success—and there are many cities beyond Silicon Valley that are better at providing all of those things. In fact, according to new research from Savills, the new, hottest tech hub in the U.S. isn’t even in California! Get more insights from Jon Hutt, director of worldwide property services at Savills, and Gus Franklyn-Bute of Select USA, on the ideal places for tech brands to start up in America and how to identify them.

What governmental resources can help me expand to the US?

Whether you’re looking to plan a business development trip or identify new customers in the United States, your government is here to help. Both the U.S. and U.K. governments have programs and funding available to help expansion-minded brands do business in America, at every stage of their expansion. Learn about these resources and more by watching the video below, featuring the UKTI’s Laurie Spicer and Select USA’s Gus Franklyn-Bute.

Do I need to have customer facing U.S. nationals to be successful?

Business behaviors and expectations in the U.S. are very different than those in the U.K.—that’s something everyone can agree on. Beyond that, however, there’s no easy answer to the question of whether having American-born team members will make your brand more successful in the United States; it depends on goals, industry, strategy, and more. Check out the video to get specific insights from each of our expert panelists.

Do you need to talk to the CEO to make a successful pitch?

A company’s CEO isn’t always the person that you need to impress when you’re selling your product or service. Instead, a lot of your sales success depends what you’re selling, who will see the most immediate benefit from it, and whether or not that person is a key decision-maker or influencer within their organization—that’s why market research, customer journey mapping, and messaging are all so important! Check out the video for more great input from Zubin Mowlavi of Lucid Fusion, Russell Slaymaker of Sage, and Hamish Corner of Penningtons Manches LLP.

Have a question about digital and U.S. expansion that wasn’t covered by our Go to Market USA panel of experts? Be sure to download our Go to Market USA: 10-Point Guide for a step-by-step guide to using digital to plan, launch, and market your brand across the pond—or reach out to us for more information!

Get free, unlimited access to the content that helps ignite your expansion!

Next Up in Plan Your Expansion
4 Min Read

The Spark List of Go to Market “Intangibles”

View More Articles

By using our site, you agree to the use of cookies. Click here to find out more about cookies on our site and how to delete cookies.