Going international: is there a French problem?!

Sifted.eu is a news and analysis platform focused on the European startup ecosystem, a sort of satellite of the Financial Times. Competing with Techcrunch with some style. They are hosting an intriguing event tomorrow in Paris tomorrow titled "Going International: Solving a French Challenge." Although I initially doubted my chances of attending, I am keen to contribute my thoughts because I believe I have valuable insights to offer. I'm a pirate.

French startups face a unique challenge: a domestic market that is large enough to sustain local operations but too small to achieve global dominance. Therefore, geographical expansion is essential. One key question is whether an English-first policy should be adopted from day one. Additionally, how should founders approach hiring a team in a new market?

From my experience, the approach can vary. For instance, I met a French startup entrepreneur with strong ties to Germany who planned to expand there while continuing to develop in France. Spain and Italy could also be strategic targets for certain sectors due to cultural and geographical proximity. However, expanding across Europe is a long-term endeavor, complicated by cultural differences and varying economic conditions within the EU. I learned that trying to sell a robot for Retailers for almost 3 years.

English proficiency is crucial from the start. It facilitates entry into markets like Portugal, Germany, the Netherlands, and Nordic countries, which generally have high levels of English proficiency. The UK and Ireland are obvious markets, but the US also presents significant opportunities. Despite its daunting size and expense, the US market can be highly rewarding for those who navigate it well. During my time in the San Francisco Bay Area, I saw many startups struggle with the transition, but those who succeeded often did so with the help of firms like Triana Group, which provided valuable market insights and customer targeting strategies for 15 years, having helped so far more than 100 products being sold in the US.

When it comes to hiring in a new market, finding the right mentors, board members, best friend in crime is essential. Leaders like Jean-Baptiste Rudelle, David Marcus, Pierre Haren, Bertrand Diard, and Fred Plais have invaluable experience to share. They're the first names that came to my mind, I guess they were not available. Building a team requires deep knowledge of the local business environment, and having strong, experienced mentors can make a significant difference.

Unless you have American blood going to your veins and having spend a significant time in the US, if you’ve been convinced with evidences that you can disrupt the market there, find your best friend in crime before to start using your EIN in the Form I-9. Recruiting a team in your non-native language won't be easy.

I'll share here another time the book of Pascal Baudry to help a bit.

And for God sake, speak a good english or learn it the best you can. Maybe you'll have to ask questions in English tomorrow...

Have a good breakfast tomorrow anyways!