In our Europe to US series, we speak with founders and advisors about the complex topic of breaking into the US market from Europe. We talk about everything from early scrappiness to hiring, culture, and go-to-market strategy. You can find the full conversation on Spotify and YouTube below.
Highlights from this conversation:
- Why marketing and positioning often need to change when entering the US
- The importance of product localization before entering the US market
- How founders should think about relocating and committing fully to US expansion
Mike Ettling is a seasoned global software executive who has led and scaled several enterprise software businesses across Europe and the United States. Today he advises founders and investors on international growth and helps Expedition portfolio companies navigate key scaling challenges. In this conversation, Mike shares practical lessons from operating on both sides of the Atlantic. He explains how European companies can succeed in the US by maintaining the strengths that built their product while adapting leadership style, marketing approach, and market strategy to match US expectations.
More from the conversation:
- How European companies can retain product strength while improving “go-to-market sizzle”
- Why the US is not one market, but many – and how to choose where to land
- The importance of true US localization – beyond language into product and compliance
- The talent challenge that makes or breaks U.S. expansion
- Why it’s best for founders to think of US expansion as a fresh startup