Brainfood: Crash Course in... Making it in the states
You've outgrown the domestic market, you are ready to conquer new horizons and fancy having a crack at Uncle Sam. How do you set about getting into the US market?
Think twice. 'If you don't already have overseas market experience, the US isn't the place to start, because the size and demands of the market are so great,' says Dick Brentnall, a director at the Institute of Export.
'There are more British failures in the US market than successes.'
Do your research. The scale, complexity and competitiveness of the US dictate that you must establish that there's a market for what you have to offer before you make your move. Says David Booth, an international trade adviser at Greater Manchester Chamber of Commerce: 'Contact your Business Link and you will be appointed an ITA, who will help you produce an action plan and commission professional research.'
