International Expansion: What You Need to Know

North Mondays Series: Episode 102

A Special Milestone: Celebrating My Birthday with Gratitude

Today is a special day—my birthday! Another year around the sun, another chance to grow, learn, and show up fully in the world. I’m grateful or life, for you, for the conversations we’ve had, and for this incredible community we’re building together.

So, as I blow out my metaphorical candles, I want to celebrate by sharing another meaningful episode of North Mondays. What better way to mark a new year than by talking about growth? 

Today, we’re diving into international expansion because just like life, business is about taking bold steps, embracing change, and finding your place in a bigger world.

Feel free to take a day off to celebrate, don’t say Nnanna didn’t do anything for you

Now, let’s get into it!

The Global Opportunity: Why International Expansion Matters

If you can’t japa just yet, at least your business can. 

Expanding beyond your local borders isn’t just another milestone it’s about unlocking new possibilities. Whether you’re a startup in Lagos looking to scale or a thriving business in London eyeing fresh revenue streams, international expansion can be a game-changer. 

But let’s be real: it’s not as simple as opening an office in a new country and watching the profits roll in.

Many businesses have taken the plunge without doing their homework and paid a hefty price. Cultural misalignment, regulatory nightmares, and logistical headaches are just some of the hurdles that can frustrate your efforts. But for those who get it right, the rewards can be massive—a wider customer base, increased revenue, and business stability that isn’t tied to just one economy.

So, what do you need to know before taking your business global? Let’s break it down.

Challenges in Understanding New Markets

Expanding internationally means stepping into new territory—literally and figuratively. 

Here are some key challenges businesses often face:

Regulatory & Compliance Hurdles

Every country has its own set of rules, and what works in Nigeria may not fly in Ghana. From tax laws to business licenses, navigating foreign bureaucracy is crucial.

Take Paystack, for example. Before Stripe acquired them, they had to navigate Nigeria’s evolving regulatory landscape while proving to investors that African fintech solutions were scalable and secure.

Currency & Pricing Complexity

Exchange rates fluctuate, inflation differs, and local purchasing power varies. A pricing strategy that works in Kenya may not work in South Africa.

Jumia, Africa’s e-commerce powerhouse, constantly adjusts its pricing models to remain competitive across multiple countries, ensuring affordability while maintaining profitability.

Market Research & Consumer Behavior

Consumer preferences aren’t universal. A product that’s a hit in one country might flop in another. This is why research is essential.

Indomie nailed this when they entered the Nigerian market, tweaking their flavors to align with West Africa’s love for spicy food. In the same vein, Dominos quickly understood that the average Nigerian eats rice every other day and localized their menu by introducing Jollof Rice to win over customers.

Supply Chain & Logistics

Infrastructure gaps, customs delays, and high shipping costs can be major roadblocks. African startups relying on global supply chains need to ensure smooth logistics.

Flutterwave tackled this challenge by partnering with banks and mobile money providers across Africa, creating a seamless cross-border payment system that fueled their expansion.

The Trend of Localization & Cultural Adaptation

One of the biggest mistakes businesses make in international expansion is assuming a one-size-fits-all approach will work. To succeed in global markets, companies must adapt to local cultures, languages, and preferences.

Localization: More Than Just Translation

Localization goes beyond translating your website or marketing materials— behaving like the Romans when you’re in Rome.

Tweaking product features to meet local needs.

• Adjusting branding and messaging for cultural relevance.

• Creating marketing campaigns that genuinely resonate.

When Filmhouse Cinemas expanded across West Africa, they didn’t just stick to their Nigerian playbook. They studied local work and social habits, adjusting movie schedules to maximize attendance.

Cultural Sensitivity as a Competitive Advantage

Cultural adaptation is a game about trust. Brands that genuinely respect local values and traditions thrive.

For example, Nike ran a campaign in China celebrating local athletes rather than relying on global sports icons. This move resonated deeply with the audience, strengthening Nike’s brand loyalty in the region. Similarly, Airbnb adjusted its messaging in Asian markets by emphasizing the concept of family and group travel, which is culturally significant.

Digital & Social Media Considerations

Even online engagement differs by region. While Facebook and Instagram dominate in the West, markets like China rely on platforms like WeChat and Weibo. Understanding the right digital channels for marketing and customer engagement is crucial for success.

Brands must also consider how they present themselves online. 

For instance, in Japan, consumers expect highly detailed product descriptions and formal customer service interactions, while in Latin America, a more casual and conversational tone is preferred. Adapting to these nuances enhances a brand’s ability to connect with new audiences.

Making International Expansion Work for Your Business

Before entering a new market, consider these key steps:

• Conduct in-depth market research – Know your customers, competitors, and industry trends in the new region.
• Test the market with a soft launch (no, we’re not talking about posting your significant other’s hand on Instagram) – Consider launching a limited version of your product or service to gauge interest before full-scale expansion.
• Find local partners – Work with experts who are familiar with the people and their culture to build trust, understand the playground and navigate regulatory and cultural complexities. 
• Develop a localization strategy – Adapt branding, messaging, and products to fit the new market. 
• Think long-term – Expansion isn’t just about entering a market, it’s about thriving in it. 
• Train your team – Equip them with the knowledge to navigate cultural and operational differences.

Final Thought: Expansion is a Marathon, Not a Sprint

International expansion is not just about growth—it’s about strategic, sustainable growth. Companies that rush into new markets without proper research, adaptation, and planning often struggle or fail. But those who take a thoughtful, localized approach set themselves up for long-term success.

If you’re considering taking your business global, ask yourself: 

Am I truly ready to adapt? 

The businesses that win internationally are those that respect, understand, and integrate into the cultures they enter.

Global expansion isn’t a simple plug-and-play process. It requires patience, investment, and a willingness to evolve. By taking a strategic approach—one rooted in deep market understanding and cultural appreciation—businesses can unlock immense opportunities worldwide.

This Week’s Question:

What’s your biggest challenge when thinking about international expansion? ‘Drop a comment and let’s discuss!