Once the reasons for internationalization are clear, the next question arises: how do you actually go about internationalizing? Although the process may seem daunting and overwhelming at first, it is not advisable to try to take on everything at once. It is more a matter of preparation, knowledge, planning, and the right partnerships. Internationalization is not a sprint, but a well-planned marathon that can be started with small but determined steps.
A company that prepares well often succeeds better. A company that rushes into battle often learns the hard way.
Internationalization always begins with an assessment: what does the company do, for what kind of customers, what is its competitive advantage, and why now? This assessment is summarized in an internationalization plan, which serves as a roadmap for the entire project.
A good plan answers at least the following questions:
The plan is not a document that is completed in one sitting, but rather one that is updated as more information about the market and customers becomes available. It is also worth noting that financiers such as Business Finland, ELY Centers, and Finnvera almost always require a written internationalization plan to support their decisions.
Internationalization usually fails because the company does not know the target market well enough. Customers, competitors, purchasing behavior, regulations, prices, and culture can differ significantly from conditions in Finland.
Well-conducted market research provides answers to questions such as whether there is demand for the product, what price customers are willing to pay, what competitors are offering and how they are marketing their products, what distribution channels are operating in the market, and what factors drive purchases in the local market. However, Finnish companies do not have to figure everything out on their own. The Team Finland network (e.g., Business Finland, foreign embassies, ELY centers, etc.) offers a wealth of information on target markets, legislation, and cultural differences.
But information alone is not enough; it must be interpreted and applied to the company's business. This is where external experts and local contacts are invaluable.
There is no single correct model for internationalization; the choice depends on the company's goals and resources. Many companies start off lightly, for example through a partner or distributor, with the help of distributors and/or a partner network. This reduces costs and risks, as market development is based on local expertise.
Other companies choose to set up their own sales office or subsidiary if they have high growth expectations. Software and service companies in particular benefit from the "early adopter" model, where the first customers are attracted with discounts or a pilot model in order to open up the market more quickly with the help of references. It is essential to understand that each market behaves differently.
What works in Finland may not necessarily work in Germany, Sweden, or Spain as it is. Localization is not just a direct translation, but rather the adaptation of the message, pricing, and service model to the local audience.
Few companies go global on their own. That's why partners are one of the most important factors for success. The right partner:
From a practical business perspective, the best partner is often found in the foreign market itself, such as local companies or operators who already have established contacts.
Internationalization requires investment, and one of the most common mistakes is under-resourcing. Companies must be prepared for a delay in commercial results. A realistic budget and the use of multiple financing channels can help in this situation.
Financiers available in Finland include Business Finland, Finnvera, ELY Centers, banks, and private investors.
Many people are unaware that financing is also available for developing an internationalization plan, not just for implementing it.
A company can do everything right in theory, but still fail if cultural differences or communication tones are not spot on. That is why internationalization always involves localizing content and brand communication: the way you say things, tell stories, and sell must be tailored to the target audience.
This applies to everything: websites, tactical marketing, campaigns, references, distribution channels, pricing, and legal practices. Understanding can only be gained by researching and talking to people in the target market, not by guessing from Finland.
Internationalization is not a quick win. It is an investment that will yield results in months or even years. The company's own team plays a key role in this: internationalization must be a consistent part of the entire organization's strategy, not just a separate project that depends on the enthusiasm of a single person.
Many companies take their first step toward internationalization by leveraging existing customers who have operations abroad. This creates low-threshold references and gives the company a foothold in the new market.
In internationalization, the winners are those who are patient, precise, and open to continuous learning.
We help your company build market research, strategy, funding applications, localizations, and practical "business landing." We have access to local networks, partners, and experts in several countries.
Internationalization is not a scary leap into the unknown when you have a partner by your side who can show you the right path and ensure that your steps are sensible and safe.
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