What to Look for in an International Startup Mentor: Lessons from Australia, the UK, and Japan

When it comes to growing and developing a startup internationally, the role of a mentor cannot be overstated. Throughout my career, now as a startup mentor, and previously as a co-founder, and CEO of several startups, I’ve come to realise just how important having the right mentor can be, particularly when looking to grow and develop your business in a new country. I assure you that going there once on holiday or a business trip doesn’t generally provide you enough background to make it smooth sailing, even if people do want your product or service.

Reflecting on my experiences, having grown up in Australia, lived in Japan in my 20s, and now residing in the UK, I've been fortunate to work across at least three continents—Australasia, Europe/UK, and the US. This diverse background has allowed me to experience the unique business subtleties of each region, providing me with valuable insights into what aspiring international entrepreneurs should consider when choosing a mentor.

Cultural Understanding: Beyond Business Acumen

One of the first things I advise anyone looking for a mentor is to find someone with a deep understanding of cultural nuances. This might seem obvious, but it's often underestimated. For example, while expanding a business from Australia to the UK, you might assume that shared language and similar business practices mean an easy transition. However, there are subtle yet significant differences. The UK's business etiquette tends to be more formal and less direct, and understanding these subtleties can be crucial in negotiations and partnerships. Just because someone says, “We should catch up later to discuss this opportunity further”, doesn’t necessarily mean they want to. On more than one occasion I was greeted with English bemusement or surprise when I followed up after a networking event to organise the next meeting.

Networks and Relationships: Opening Doors

A mentor with a robust network in your target market can be a game-changer. During my time with both Coritsu Group and Zegami, our ability to attract and retain international clients was largely thanks to the strong networks we established, across multiple sectors. A mentor who can introduce you to key players in the industry, potential clients, partners, and investors provides a substantial advantage. This network can facilitate smoother transitions and quicker market entry, something that I’ve found invaluable in my career.

Real-World Experience: Navigating the Pitfalls

Practical, hands-on experience is another critical factor. When considering a mentor, seek someone who has successfully navigated the process of international expansion. Their real-world insights can help you avoid common pitfalls. For instance, regulatory environments can vary significantly. Although Australia and the UK share a common legal heritage, the UK's regulatory framework, particularly around data protection and employment laws, and Taxation, is complex and confusing, especially when trading in multiple jurisdictions.

Adaptability and Strategic Vision: Tailoring Your Approach

Every market is different, and strategies that work in one country may not necessarily succeed in another. A mentor who can adapt their advice to fit the specific challenges of each market is crucial. This adaptability is particularly evident when working with Japanese startups looking to expand into the UK. The Japanese business culture emphasizes harmony and consensus, which contrasts with the more transactional nature of UK business practices. Understanding and bridging these cultural gaps is essential for success.

The Australian vs. UK Expansion: Explicit and Implicit Challenges

In my experience, expanding a business from Australia to the UK presented both explicit and implicit challenges. On the surface, regulatory differences and market size are clear hurdles. However, implicit challenges such as differences in business etiquette and consumer behavior can be just as impactful. UK consumers, for example, may have different expectations and purchasing behaviors influenced by the market itself, competitors, or customer expectations. This requires a tailored approach to product offerings and marketing strategies, just because you are a success in your home country doesn’t automatically mean you will be in the next market.

Japanese Startups: Bridging East and West

Expanding between Japan and the UK introduces a whole new set of challenges. Language barriers are an explicit challenge, but deeper cultural norms and business practices can present significant implicit obstacles. I was reminded of this recently when in Japan representing a UK technology startup. Even though I have been to Japan many times I decided to re-read The Japanese Negotiator by Robert M. March, to brush up on my skills. I was however, still in awe as many of the principles and practices covered in the text were acted out in front of me when a director of the company entered the room, and it was no longer a casual meeting but a formal greeting and negotiation. ?The day highlighted to me as an Australian living in the UK and working in Japan the differences in how different countries do business, and that its not just a cliché. If you are a Western startup looking to get into this market successfully navigating these differences requires a mentor who has an understanding of both worlds.

The Japanese have a great saying.

風の紀行

which translates to "Listening to the sound of the wind." This saying emphasizes the importance of paying attention to subtle cues and being aware of one's surroundings. It suggests that by being attentive and perceptive, you can gain valuable insights and understanding, similar to how you might interpret the sound of the wind through a forest.

My journey

Establishing a startup in your own country is challenging, and in my entrepreneurial journey, I've witnessed firsthand how the right mentor and business support network can be game changing. However, for startup entrepreneurs eyeing international expansion, having a mentor becomes even more crucial. They can help navigate both explicit and implicit challenges, potentially saving you thousands. Look for someone with extensive experience and a deep understanding of cultural and market nuances.

International expansion isn't just about scaling up; it's about thriving in diverse global landscapes. It brings a myriad of challenges, from time zones to regulatory hurdles. One of the biggest challenges I found, lies in personal growth and adaptation for CEOs and founders. While some embrace the opportunity to learn new cultures and business practices, others find it daunting.

My advice? Choose your mentor wisely; find someone who can guide you through this journey, offering tailored insights and support. Their guidance could be the key to unlocking your startup's full potential on the global stage.