What Most Founders Don’t Know About Going Global (And How To Do It Right)

Posted on August 07, 2025 by Anastasia Paruntseva, One of Thousands of Entrepreneurship Coaches on Noomii.

Going global sounds sexy, right? The idea of your startup conquering markets across continents, planting your flag in new territories and sipping cortados in Barcelona while your team hustles in Singapore. But here’s the harsh truth: Most founders mess it up, and they don’t realize it until it’s too late.

Three Myths About Going Global
I’ve spent over 15 years helping businesses expand internationally, working across 50+ countries in innovation tech, robotics and AI. I’ve seen expansion dreams thrive in APAC, crumble in EMEA and do the cha-cha in LATAM. Scaling doesn’t just mean opening an office in a foreign city or hiring a local team; it’s a lot more nuanced. Here’s what most founders don’t realize about going global and how to actually do it right.

Myth No. 1: If It Works Here, It’ll Work Everywhere
Spoiler alert: It won’t. Just because your product is a hit in your home market doesn’t mean it’ll kill it abroad. I’ve seen tech solutions celebrated in London flop miserably in São Paulo simply because the cultural approach was off.

Take Uber, for example. The company started strong in many cities but stumbled in places like China and India due to local competition and regulatory challenges. Despite its global reach, Uber struggled to dominate in China, where local players like Didi were more attuned to local needs.

When launching in Turkey, for example, relationship-building and face-to-face meetings can make or break deals. In contrast, in Singapore, efficiency and data-driven results speak louder. Don’t ignore these subtleties.

Myth No. 2: Just Translate It = Problem Solved
Newsflash: Translation is not localization. I’ve watched companies dump money into “translating” their websites for foreign markets, only to see them go untouched. Why? Because language is only half the battle. Localization means understanding local humor, market preferences and, yes, slang.

Think about Netflix. They didn’t just translate their content for global audiences; they invested in local content, like Sacred Games in India. It’s key to adjust tone as well. In my experience, in Spain, a cheeky and playful brand voice works wonders; in Germany, not so much. Adjusting to these nuances is crucial.

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Localization means changing the entire user experience, not just swapping out words. In my experience, this is where startups often miss the mark.

Myth No. 3: More Cash Means Less Risk
Many founders think throwing money at expansion will solve all problems. But some startups with solid funding sink faster than those bootstrapping their way into new markets. Money is a tool, not a safety net. If your market research is shallow or you hire a local team without a clear strategy, all the cash in the world won’t save you.

Remember the story of Quibi? Despite securing a billion-dollar investment and big-name talent, the streaming service couldn’t make a dent in the market. Why? They didn’t truly understand their audience or the competitive landscape. When you’re scaling globally, it’s not about having more cash, it’s about spending it wisely.

How To Do It Right
Do Your Homework—Twice
Market research should go deeper than “Is there a market for this?” You need to understand local regulations, distribution channels, cultural nuances and market maturity. According to McKinsey, roughly 70% of large-scale corporate transformations fail, which includes global expansion. Just ask companies like Target, which failed miserably in Canada (subscription required), partly due to poor market research.

Hire Locals, Not Expats
Yes, expats know your company culture, but locals know the market. I’ve seen companies waste time and resources trying to “import” their culture instead of adapting to local talent. McDonald’s, for example, adjusted its menu in India to cater to local tastes, and the company skyrocketed in the market.

Test Before You Dive
Pilot projects, MVPs tailored for the market—do it all before a full-scale launch. Expansion is not about being bold; it’s about being calculated. Even Apple, the undisputed global brand, conducted localized market testing before launching the iPhone in India to understand the market’s price sensitivity and data needs. So, take a note: Don’t just jump in; dip your toes first.

Respect, Adapt, Integrate
Don’t treat your new market as an extension of your existing one. Respect local culture, adapt your approach and integrate with the community. Starbucks, for example, succeeded in China for multiple reasons, including by blending local tea culture with its coffee offerings (subscription required). It wasn’t about forcing their American model on a new market; it was about blending in.

The Takeaway
Going global can truly transform your business, but it’s no walk in the park. It’s a journey that requires more than just a bold leap; it takes careful planning, local insight and a lot of patience. While I’ve shared some key takeaways, the reality is, this topic is so vast that I actually wrote a whole book on it (but that’s a story for another day).

So, to all the entrepreneurs out there dreaming of global domination: I wish you good luck! May your expansion be smoother than a startup pitch to a VC, and may your market research always be on point. And remember, I’m around if you want to dive deeper into the nitty-gritty.