How to prepare your business for international expansion  

Entering a new market can be one of the most rewarding—and risky—moves a business can make. While it’s tempting to dive straight into choosing an entry strategy, successful international expansion starts much earlier—with preparation. 

Too often, businesses from Eastern Europe and Central Asia jump into expansion without aligning their internal resources or fully understanding the market. The result? Missed opportunities, wasted investment, and setbacks that could’ve been avoided. 

Here’s how to lay a strong foundation for growth beyond borders. 

Assess your business readiness 

Before looking outward, take a hard look inward. 

Financial capacity 
Can your business absorb the costs of expansion? This includes not just marketing or travel—but legal compliance, local hiring, distribution, and unforeseen setbacks. For instance, a Georgian skincare brand preparing to launch in Germany had to account for product certification costs and packaging redesigns to meet EU standards. 

Operational strength 
Does your team have the bandwidth and skills to manage international operations? Expansion requires coordination across time zones, languages, and logistics. 

Product or service suitability 
Does your offering require localisation? Consider language, cultural norms, packaging, pricing, and regulatory standards. A Moldovan food producer, for example, had to reformulate products to meet allergen labelling requirements in France. 

Risk tolerance 
Are you prepared to face economic fluctuations, political shifts, or new competitors? International growth carries uncertainty—having a clear appetite for risk is essential. 

Research the target market 

Once you’ve assessed your readiness, it’s time to understand where you’re going. 

Market demand 
Is there a real need for your product or service? Conduct surveys, review local reports, and test demand.  

Competitive landscape 
Who else is in the space? Study both local players and international brands. Look for underserved segments or gaps where your offer can stand out. 

Legal and regulatory barriers 
Each country has its own rules. Learn about import/export requirements, taxes, product labelling, business registration, and data protection. Countries like Canada and Japan offer detailed government guides for SMEs entering their markets. 

Infrastructure and logistics 
Can you deliver reliably and affordably? Assess the quality of roads, delivery partners, warehousing, and digital payment systems. For online businesses, internet penetration and e-commerce habits matter. 

Identify the right growth opportunities 

Not all international markets are created equal. Even if a country looks attractive on paper, it may not be the right fit for your business. 

Compare markets based on: 

Market size and growth rate 

Ease of doing business (use resources like the World Bank’s Doing Business reports) 

Cultural fit and brand perception 

Example: A Ukrainian language learning platform considered both France and South Korea for expansion. Though France had more language learners, South Korea had fewer competitors and greater interest in Slavic languages—making it the more strategic first step. 

International expansion isn’t about moving fast—it’s about moving smart. Before you choose a strategy, ensure you’re operationally ready, financially secure, and guided by real-world research. 

The businesses that succeed abroad are the ones that prepare at home first. 

In the next article, we’ll explore how to select the right market entry strategy to match your goals, budget, and market of choice.