Chainformation’s Post

Very good article! I did a similar one for the UK which is littered with overseas brands that have failed to launch over here. Local experts and your phrase about “marketing tone” are very good points. If there’s one thing I see over and over here it’s new entrants throwing money away on marketing that I know doesn’t deliver. Knowing what works and what doesnt can be the difference between success and failure when entering a new market.

Great article, Joe Caruso! 👏Well researched & articulated. Interestingly, the reverse is true, and the very same points exist when US franchisors try to expand abroad into complex international markets like into Asia, the Middle East, or China. An additional step to include is ‘People’ (isn’t it always about People when we talk expansion?). Most franchisor fail to deploy adequate ‘ground forces’ into the new markets and believe that, magically somehow, a market 8,000 miles away can be managed remotely 10-12 time zones away. This boggles the mind… 🤔

I am not sure that you have explained why they miss these steps. Thanks.

Well said! Let's see if by combining our efforts and experience we can build a solid business case so next time you write a post on this topic you can say "And a notable exception to all this is . . . " 😉

A fantastic article Joe some really important insights and steps to follow, big thank you to Joe Caruso, and Joe, Mike and Ned would certainly be three peopl I would be talking to prior to a launch in the US 👏👏🤠

When you look at Designated Market Area (DMA) map it gives you a different way to view the US and think about market entry points.

Interesting. I echo Andy Cheetham in that we are representing a Portuguese brand entering the padel tennis market in the UK and in addition to all the franchising expertise stuff I am advising around voice, tone and context for their marketing.

This is an important roadmap for bringing your franchise brand to the US market. Good job writing and sharing this Joe Caruso!

Great insight 👍