Becky DeStigter
International Marketing Consultant
The-International-Entrepreneur.com
becky@The-International-Entrepreneur.com
+1-303-601-2566 (Mobile)
@IntlEntreprenr
The International Entrepreneur – International Market Entry Checklist
The purpose of this checklist is to help a growing company entering a new international market to cover all the bases.
There may be some variance based on a company’s past experiences, industry, country, etc. but it would be best to at
least review each point to ensure that no critical issue emerges to sabotage efforts before entering the market.

Strategic Considerations
o Expansion needs 100% Management Commitment to move forward
o Research market: estimate market size, market share, price and profit margin
o Set aside market expansion funds- US$100,000-$1,000,000 over 2 years based on market & industry
o Identify or recruit experienced international staff (more than just foreign language speakers)
o Decide for how you’ll get your product to market (reps, direct sales, intermediaries)
o Understand the cost structure of your product/service and then how it would be affected by the new
market
o Create a change management plan for how to win over your employees to the new market

Can you actually export your product to this specific country?
o Travel to the host country on at least one fact-finding mission to meet local industry contacts and gather
first-hand information (ideally travel several times)
o Any political restrictions (embargos, etc.) against the host country
o Home country’s export control lists (weapons, security, etc.)
o Host country’s import control lists (product bans, etc.)

Legal, including Intellectual Property Protection
o Hire an international business transactions attorney with experience & connections in the market you’ll
be entering
o Seek advice from your attorney about any legal considerations, restrictions, corruption issues, etc.
o Register your company in the host country, if needed, and understand the options
o File any necessary patents, copyrights, trademarks, etc. to protect IP in the host country
o Verify that IP protections have not been already filed on similar assets by another country
o Develop a plan to deal with IP infringements
o Understand where risks lie both here and abroad for litigation brought against you
o Ensure that your attorney has counterparts (same firm or partnership) with a law firm in the host country

Accounting Considerations
o Hire a good international accountant
o Seek specific country advice about tax implications, funds repatriation, and currency fluctuations
o Product warranties, shipping insurance, international banking fees and any costs of export/import
certifications
o Any home government export-promotion tax credits or other incentive programs
©Copyright 2012 The International Entrepreneur LLC All Rights Reserved
Becky DeStigter
International Marketing Consultant
The-International-Entrepreneur.com
becky@The-International-Entrepreneur.com
+1-303-601-2566 (Mobile)
@IntlEntreprenr

Is your product designed for the new host market?
o Product Standards (these are country specific ex. CE marking from European Union)
o Right % of country of origin to meet any requirements for trade agreements
o Product Size optimized for shipping
o Electrical Voltage conversion
o Metrics vs. English measurements
o User preferences

Product Packing, Labeling & Shipping
o Right language for the market
o Labeling requirements
o Packaging localized
o Packaging stable enough to protect product in transit
o Freight forwarder (a good freight forwarder is worth their weight in gold!)
o Learn about the international shipping and financing options. Make sure that your shipping & financing
terms can be used together

Local Promotion
o Local marketing mix selected with local marketing input/advice
o Website translated (if needed) and localized
o Presentations translated and localized
o Marketing materials translated and localized
o Local sales representatives hired/contracted and then trained on your products/services
o Set appropriate limits for terms and options negotiated by sales reps (if product is complex)

Support
o Develop a plan for how to support new customers in the host country
o If support staff is local, then staff needs to be trained on company culture, products, etc.
o If support staff is in your home office, the staff needs to be trained on the host country culture and
possibly hire fluent language speakers (depending what is being sold)
o Plan for any replacement parts, equipment, software, etc. to logistically reach host country customers in
a timely & cost-effective way

Periodic Evaluation
o Plan for when the expansion to this new market will be evaluated
o Evaluation should include market penetration and financial progress, as well as all lessons learned
This checklist should act as either a starting point for the types of information and resources a company should be
gathering to enter a new international market; or used to double-check an in-process market entry effort. Either way,
should your company need any assistance in entering a new market, please contact me. Best wishes, - Becky
©Copyright 2012 The International Entrepreneur LLC All Rights Reserved