Creating Effective US Market Entry Playbook

Creating Effective US Market Entry Playbook: For Global Startups hoping to scale in the US market

Many global startups face significant barriers and challenges when they launch to the US market, such as product adaptation, cultural differences, regulatory and compliance requirements, and competitions. These factors can limit their growth potential and jeopardize their success in the largest consumer market in the world.

However, we know so many successful international origin startups listed as a next billion dollar startups. Here are just a few examples internationally born and scaled up in the US startups.

Airmeet is a virtual events platform for communities and enterprises. It features virtual social lounges for networking and virtual summits, meetups, and courses. Airmeet was founded in 2019 by Lalit Mangal, Manoj Kumar Singh, and Vinay Kumar Jasti. The company is based in Bangalore, India, and has raised over $100 million in funding
airmeet.com

Calendly is an automated scheduling service that eliminates the hassle of communicating with others, allowing users to get more done. Calendly was founded in 2013 by Tope Awotona, a Nigerian immigrant who wanted to create a simple and elegant way to schedule meetings. The company is based in Atlanta, Georgia, and has raised over $350 million in funding.
calendly.com

UiPath is a global software company that makes Robotic Process Automation (RPA) software. RPA is a technology that automates repetitive and rule-based tasks by mimicking human actions on computers. UiPath was founded in 2005 by Daniel Dines and Marius Tîrcă, who were originally from Romania. The company is based in New York City, and has raised over $2 billion in funding.
UIPATH.com

Program Description

This program is designed for international entrepreneurs, startups, and early stage companies who want to expand their product and services to the US market with their products or services. The program will teach you how to identify your ideal customers, craft your value proposition, and build a strategic playbook for your market entry. You will learn from experienced instructors and mentors who have successfully launched and scaled businesses in the US. By the end of this program, you will have a clear and actionable plan for your US market entry.

The duration of this program is four weeks, with one module per week. Each module includes a one-hour lecture, a one-hour guided practice, and an assignment. The total time commitment for this course is six hours per week, plus the time required to complete the assignments.

Program Outcomes

Upon completion of this course, you will be able to:

Conduct market research and customer segmentation to define your ideal customer profile (ICP)
Create a compelling and differentiated value proposition that resonates with your target customers
Develop a go-to-market strategy and a tactical roadmap for your market entry
Apply best practices and avoid common pitfalls of entering the US market
Pitch your product or service to potential customers, partners, and investors

Program Modules

The program consists of four modules, each covering a key aspect of creating an effective US market entry playbook. Each module includes a one-hour lecture, a one-hour guided practice, and an assignment. You will also receive feedback and support from the instructors and mentors throughout the program.

Module 1: ICP Discovery

In this module, you will learn how to:

Define your target market and customer segments
Conduct market research and competitive analysis
Identify your Ideal Customer Profile (ICP) and their pain points, needs, and goals
Validate your assumptions and hypotheses with customer interviews and surveys

Module 2: Target Message Building

In this module, you will learn how to:

Craft your value proposition and unique selling proposition (USP)
Align your product or service features and benefits with your customer’s needs and goals
Create a customer persona and a customer journey map
Write a clear and concise elevator pitch and a sales script

Module 3: Constructing Strategic Playbook

In this module, you will learn how to:

Develop a go-to-market strategy and a tactical roadmap for your market entry
Choose the best channels and tactics to reach and engage your target customers
Define your key performance indicators (KPIs) and metrics to measure your progress and success
Identify and mitigate the risks and challenges of entering the US market

Module 4: Playbook Evaluation

In this module, you will present your playbook and receive feedback from instructors and mentors:

Playbook presentation and discussion
Evaluate ICP, Channel and Target Message
Review KPIs and Risk Mitigation plan

Program Schedule

The program will be delivered online via Zoom. The program will run for four weeks, with one module per week. The lectures and the guided practice will be held on Monday nights from 6:00 PM to 8:00 PM (PST). The assignments will be due on Sunday nights by 11:59 PM (PST). You will receive feedback and guidance from the instructors and mentors throughout the course.

Creating Effective US Market Entry Playbook