One market proven before the next gets budget
Following the Global Scaling framework, expansion is sequenced market by market with dedicated diligence at each step.
Regulatory requirements, typical deal cycle length, and culturally appropriate sales approaches are verified for the target market before any commercial activity launches, rather than assumed to mirror the home market.
Expansion budget is committed in phases, gated behind evidence the previous phase's assumptions held, rather than allocated upfront against a single business case built before any market-specific data existed.
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