After 30 years of helping tech companies expand across Europe, I've seen every mistake in the book — the eager startup that burns through cash in three months, the successful company that waits too long and watches competitors claim their market, and the founders who think Europe is just one big English-speaking country.
International expansion isn't a magic bullet for struggling businesses, nor is it something you can wing with leftover budget from your Series A. It's a calculated move that requires preparation, patience and realistic expectations about what it takes to succeed in competitive markets.
Here's the uncomfortable truth: if you're struggling in your home market, Europe won't save you.
I regularly get calls from founders saying, "We're having trouble gaining traction in Sydney/San Francisco/Toronto. Could you launch us in the UK instead?" This is backwards thinking. Your home market is where you have:
If you can't make it work where you are, it's unlikely a new market — with new regulations, cultural differences and established competitors — will be easier.
Start with success at home first. Build your product-market fit where you understand the landscape best. Only then can you use those learnings to conquer new territories.
Before you even think about European expansion, you need these fundamentals locked down:
Product-market fit isn't just a buzzword – it's measurable. You know you have it when:
You’ve got to budget €250,000 to €500,000 minimum for your first year in Europe. This isn't optional money – it's the cost of entry. International expansions can fail because companies underestimate the investment required.
That budget needs to cover:
Assume that you generated €1 million from outbound sales in your home market:
Now ask yourself: what did it take to achieve those 15 monthly leads? If it required two full-time business development reps (BDRs) and one sales rep, that's likely what you'll need in Europe to hit similar numbers.
While you may get early wins and cornerstone clients, note that the timeline could be longer abroad, where you don't have brand recognition or a personal network to leverage.
Europe's economy is strong right now. We're seeing increased demand for new technology as companies realize they need to implement AI and other innovations to stay competitive. The doom and gloom you might hear from U.S. sources about European tech markets is largely outdated.
Before entering any European market, map out your competition:
Use LinkedIn to research competitor headcount by region. If your main rival has 20 people in the UK and you're planning to enter with one part-time sales rep, you’ve got to adjust your expectations.
For most companies, the UK remains the logical first step into Europe, often due to the following advantages:
Reality check: The UK is also where many companies start, making it highly competitive. Don't ignore the opportunities which await in other regions because of the advantages above — there are plenty of ways around the language barriers through lead generation and sales outsourcing or building local teams.
Once you know where you’re headed, it’s time to build your local team.
Remote teams from your home country calling into Europe will struggle. Prospects want to see commitment to the market, which means local presence. This doesn't necessarily require a legal business entity yet, but it does require people in the region who understand the local business culture.
The most successful expansions I've seen combine:
Worried you don’t speak the language? By bringing an outsourced sales partner like us early on, while also having a founder or senior leadership presence in the new market, you get to balance the cultural norms and someone with a local network, with proving that you are committing to that market long term.
Ensure your outreach is ready for European compliance:
Our European lead generation services are closely adherent to these regulations. Any lead gen and sales outreach — no matter in-house or partners — must do the same.
The question of channel sales versus direct sales is another one that comes up constantly. Here's the reality:
Don't view channel partnerships as a way to avoid the hard work of market entry. No channel partner will be your guinea pig. They want to see proven demand and successful reference customers before they'll invest their time in your product. Channels make sense when:
Expect 12 to 18 months to establish meaningful traction. You might land early wins in that second quarter, but sustainable revenue typically doesn't flow until Q3 or Q4 of your first year.
Don't let investors pressure you for unrealistic early results. Set proper expectations upfront about the timeline required for European success.
Europe offers enormous opportunities for the right companies at the right time. The combined GDP is massive, the appetite for innovation is strong and the talent pool is world-class.
Understand your metrics, prepare your budget and commit to the timeline — Europe will be waiting when you're ready to succeed. If you think you’re ready for expansion but need a hand with your strategy then please get in touch or connect on LinkedIn — we’d be happy to help.
