A comprehensive playbook for B2B SaaS international expansion covering market assessment, GTM localization, operational setup, launch execution, and scaling across new geographies.
Covers: Market Scoring & Sizing, Competitive & Demand Analysis, Regulatory & Product Readiness.
Build the Market Selection Scoring Matrix; Size the Market Using Top-Down and Bottom-Up Methodology; Make the Go/No-Go Decision and Define Market Entry Approach
Build the Market Selection Scoring Matrix
Create a weighted scoring model that ranks 5-8 target geographies across TAM, inbound demand, competitive density, regulatory complexity, product readiness, language barriers, and talent availability.
Size the Market Using Top-Down and Bottom-Up Methodology
Estimate the addressable market in the target geography using both macro data and ground-level account counts to validate the opportunity.
Make the Go/No-Go Decision and Define Market Entry Approach
Synthesize all assessment data into a recommendation for market entry approach: direct, partner-led, or remote-first.
Evaluate Existing Customer Signals and Inbound Demand; Analyze the Competitive Landscape in the Target Market
Evaluate Existing Customer Signals and Inbound Demand
Analyze website traffic, inbound inquiries, and existing customers from the target market to validate organic demand before investing.
Analyze the Competitive Landscape in the Target Market
Map local and international competitors in the target geography, including their positioning, pricing, market share, and channel strategies.
Complete the Regulatory and Compliance Research Checklist; Assess Data Residency and Product Localization Requirements
Complete the Regulatory and Compliance Research Checklist
Assess data privacy, security certification, tax, and industry-specific regulatory requirements for the target market.
Assess Data Residency and Product Localization Requirements
Determine whether your product needs architectural changes to support data residency, language localization, or regional compliance features.
Covers: Pricing & Packaging Localization, Messaging & Content Localization, Channel & Partner Strategy.
Localize Pricing for the Target Market
Localize Pricing for the Target Market
Adjust pricing to reflect local purchasing power, currency preferences, competitive dynamics, and payment conventions.
Adapt Messaging and Positioning for the Local Market; Plan Local Content and SEO Strategy
Adapt Messaging and Positioning for the Local Market
Transcreate your value proposition, website copy, and sales materials for cultural relevance and local language effectiveness.
Plan Local Content and SEO Strategy
Build a localized content plan targeting high-intent keywords in the local language and adapting the content engine for the new market.
Design the Regional Channel Strategy; Identify and Evaluate Local Partners and Resellers; Adapt the Product for Regional Requirements
Design the Regional Channel Strategy
Decide whether to sell direct, through partners, or via a hybrid model based on the market's buying preferences and your resources.
Identify and Evaluate Local Partners and Resellers
Build a shortlist of potential channel partners in the target market, evaluate their fit, and define the partnership terms.
Adapt the Product for Regional Requirements
Implement the product changes identified in the readiness assessment including language support, integrations, and compliance features.
Covers: Entity & Employment Setup, Payments, Billing & Tax, Regional Team & Support.
Select the Entity Structure for the Target Market; Plan the First Hire Profile and Hiring Strategy
Select the Entity Structure for the Target Market
Decide between a local subsidiary, Employer of Record (EOR), or contractor model based on scale, timeline, and cost.
Plan the First Hire Profile and Hiring Strategy
Define the ideal first hire for the new market and determine whether to hire locally, relocate, or hire remotely.
Configure Multi-Currency Payment and Billing Infrastructure
Configure Multi-Currency Payment and Billing Infrastructure
Set up billing for local currencies, regional payment methods, and tax compliance.
Plan Support Hours and Language Coverage; Set Up Regional Sales and Marketing Operations
Plan Support Hours and Language Coverage
Design a support model that provides adequate coverage in the target market's time zone and language.
Set Up Regional Sales and Marketing Operations
Configure CRM, marketing automation, and analytics for multi-region reporting, lead routing, and campaign management.
Covers: Campaign Design & Execution, Partners, PR & Events.
Design and Execute the Regional Launch Campaign; Produce Localized Content for the Launch; Execute Direct Outbound to High-Priority Accounts
Design and Execute the Regional Launch Campaign
Build a 90-day launch campaign adapted for local channels, messaging, and buyer behavior in the target market.
Produce Localized Content for the Launch
Create the minimum viable content library in the local language to support the launch campaign and early sales conversations.
Execute Direct Outbound to High-Priority Accounts
Launch SDR/BDR outbound sequences targeting the top 50-100 accounts with personalized, locally relevant messaging.
Activate Partners for the Launch; Establish Regional PR, Analyst, and Event Strategy
Activate Partners for the Launch
Coordinate with local partners to amplify the launch through co-marketing, co-selling, and referral activities.
Establish Regional PR, Analyst, and Event Strategy
Build relationships with local press, analysts, and communities. Plan event participation for the first 6 months.
Covers: Regional Performance Tracking, Iteration & Scaling Decisions.
Set Up Regional Pipeline and Revenue Tracking; Benchmark CAC and Payback Period by Geography
Set Up Regional Pipeline and Revenue Tracking
Configure dashboards that track pipeline, revenue, CAC, and LTV for the new market independently from your home market.
Benchmark CAC and Payback Period by Geography
Establish regional benchmarks for customer acquisition cost and payback period to evaluate the new market's economics.
Conduct the 90-Day Regional Review; Decide When to Double Down vs. Pull Back; Plan the Transition from Market Testing to Committed Presence; Build the Playbook for the Next Market Expansion
Conduct the 90-Day Regional Review
Run a structured review at the 90-day mark to evaluate early results and decide whether to accelerate, adjust, or pause.
Decide When to Double Down vs. Pull Back
Define the metrics-based framework for increasing investment in a working market or reducing investment in a non-performing one.
Plan the Transition from Market Testing to Committed Presence
Define the milestones that trigger the transition from test-and-learn to a committed regional operation.
Build the Playbook for the Next Market Expansion
Document the learnings from the first international expansion into a reusable playbook that accelerates entry into subsequent markets.
