5 HARD TRUTHS ABOUT STARTING IN THE U.S. MARKET
Breaking into the U.S. market is a dream for many companies — but it’s also one of the toughest business moves you can make. Too often, companies arrive with assumptions, shortcuts, or overconfidence, only to find that the very strategies that worked (or didn’t work) at home fall flat in America. Before you invest time, money, and energy, it’s worth facing some hard truths about what it really takes to succeed.
1. IF SALES ARE MISERABLE IN YOUR HOME MARKET, THE USA IS NOT A QUICK FIX
The U.S. market magnifies both strengths and weaknesses. If your product lacks traction, messaging, or customer fit at home, those issues won’t disappear — they’ll be exposed faster and more expensively in the U.S. Entering a new market without solving core problems is like building a house on sand. Fix the foundation first.
2. AMAZON ISN’T A LAUNCH PLAN
Listing your product on Amazon doesn’t mean it will sell. Without a clear strategy for demand generation, reviews, fulfillment, pricing, and competitive positioning, you’re just one of millions of listings. Amazon is a distribution channel — not a brand builder. If you treat it like your launch strategy, you're likely to burn through inventory, budget, or both.
3. ONE VIRAL MOMENT DOESN’T BUILD A BUSINESS
A spike in attention can feel like momentum — but without a strong backend, clear positioning, and a repeatable customer experience, it fades fast. The U.S. market rewards consistency more than hype. What matters isn’t just getting noticed once — it’s what happens after: retention, conversion, logistics, and brand trust. Viral is exciting; operational excellence is what lasts.
4. BEING “EUROPEAN” OR “PREMIUM” ISN’T A STRATEGY
While European craftsmanship and premium positioning can open doors, they’re not a substitute for clear value. U.S. buyers and consumers are flooded with “premium” claims — what they care about is what makes your product different, relevant, and necessary in their market. If you’re relying on origin story alone, you’ll be outpaced by brands that understand positioning, pricing, and cultural fit.
5. DISTRIBUTORS AREN’T A STRATEGY — THEY’RE A TOOL
Many international brands assume that signing with a U.S. distributor will solve everything. But distributors are not brand builders — they move boxes. Without a clear go-to-market plan, demand generation, and brand support, even the best distributor can’t sell what no one’s asking for. Your strategy drives the distributor’s success — not the other way around.