Phil, Author at Numerique Academy

Let’s be honest: the idea of “going global” sounds glamorous. Jet-setting to new markets, meeting partners overseas, watching your product land in the hands of customers you’ve never met. But the truth? Expanding across borders isn’t just about shipping boxes further away. It’s messy, complicated, and at times, completely overwhelming. And yet, it’s also one of the biggest opportunities for entrepreneurs who want to build something beyond their local bubble. Here’s the deal. Scaling globally is like stepping into a giant puzzle. Every piece—culture, logistics, pricing, regulation—has to fit together. And if one’s off, the whole picture looks crooked. So how do you even start? Let’s break it down, step by step (with a few detours because, well, that’s how the real world works). Step 1: Stop Thinking Everyone Wants the Same Thing One of the biggest mistakes entrepreneurs make is assuming what works at home will work everywhere else. Spoiler: it won’t. Take Starbucks, for example. In the U.S., pumpkin spice lattes are basically a seasonal religion. But in China? Not so much. They had to design drinks that actually matched local tastes—think red bean or green tea variations. So before you throw money at Facebook ads in ten new countries, slow down. Ask yourself: do people in this market even want what I’m selling? Better yet, talk to them. Run small pilots. Use local surveys. It’s cheaper to find out early than to watch your “big launch” flop because no one cared. Step 2: Pick Your Market Like You’d Pick a Travel Destination Here’s something I wish more founders admitted: you don’t have to expand everywhere at once. It’s tempting. “We’re global now” has a nice ring to it. But spreading yourself too thin is like trying to learn five languages at the same time—you’ll end up fluent in none. Instead, treat market selection like planning a vacation. You research, you look at costs, you ask locals for tips, you check if it’s safe. Maybe you even start small with a weekend trip (aka: a soft launch). Same idea here. Look at things like: Demand size (are people actually buying products like yours?) Competition (is the market already saturated, or is there space to stand out?) Entry barriers (legal red tape, crazy import taxes, etc.) Sometimes the “obvious” choice—like expanding from the U.S. to Europe—may not actually be the best fit. Maybe Southeast Asia is hungrier for your product. Or maybe Latin America gives you a faster growth curve. Step 3: Learn the Rules Nothing kills momentum faster than a regulatory nightmare. Taxes, data privacy laws, labor rules—it’s like stepping into a minefield you didn’t know existed. Here’s the thing: you don’t need to be an expert. But you do need to hire or partner with people who are. Local accountants, legal advisors, even consultants who’ve helped other startups in your space. Think of them as your tour guides through unfamiliar territory. I remember talking to a founder who tried to expand into Europe without realizing GDPR compliance was a massive deal. They spent months cleaning up after being flagged. Months they could’ve used to, you know, actually sell stuff. Step 4: Build a Team That Gets It This part is trickier than it sounds. Remote teams are amazing, but cultural gaps can cause friction. A joke that lands well in New York might sound offensive in Tokyo. A work style that feels efficient in Germany might come across as too rigid in Brazil. That’s why you need local talent. Not just “remote contractors” but actual people on the ground who understand the language, the habits, the unspoken rules. And when possible, blend that with your core culture. Global teams that thrive usually manage to respect local flavor while keeping the bigger vision consistent. Step 5: Adapt Your Playbook—Don’t Scrap It Entirely Here’s something counterintuitive: you don’t need to reinvent your business every time you enter a new country. Instead, think of your core strategy as the skeleton. Strong, reliable, familiar. But the “skin” on top? That’s where you adapt. McDonald’s is the poster child here. Big Macs are global. But menus change everywhere—Paneer wraps in India, Teriyaki burgers in Japan. They keep the skeleton but dress it differently depending on the audience. For entrepreneurs, that might mean tweaking product features, adjusting pricing, or shifting your marketing message. It’s not about losing your identity—it’s about making it fit the local stage. Step 6: Expect Setbacks Let’s not sugarcoat it: global scaling is slow. There will be delays at customs. Partnerships that fall through. Campaigns that completely miss the mark. You’ll probably mispronounce something in a meeting and feel like an idiot. But here’s the upside: every setback is a lesson. And once you get past the first one, the next becomes easier. You’ll build resilience, systems, and—most importantly—perspective. Final Thoughts Scaling across borders isn’t just business strategy—it’s personal growth. It forces you to see the world differently. To question assumptions. To get comfortable with being uncomfortable. Will it be hard? Yes. Will it be worth it? If done right—absolutely. So, if you’re sitting there sketching out your global roadmap, remember this: you don’t need all the answers today. Start with one market. Learn. Adapt. Then scale again. And who knows? A year from now, you might be sipping coffee in a country you never thought you’d do business in, watching your product take off. Not bad, right?