Taking your business international is an exciting milestone, but it’s also a strategic move that requires careful planning, adaptability and a deep understanding of new markets. We sat with industry experts gathered at MaRS Discovery District in Toronto for the Global Growth Series to explore what it takes to scale globally.

Moderated by Charles Plant, founder of The Narwhal Project, the discussion featured insights from Catherine Graham, CEO of Commonsku and Jon Worren, VP of World Trade Centre Toronto. From language barriers to compliance challenges, the panellists shared the realities of selling into new regions and what companies should do to succeed.

Choosing the right market

International expansion isn’t always part of the plan. Sometimes, it happens by accident. Graham shared how inbound leads naturally pulled Commonsku into markets they hadn’t initially targeted. For Worren, expansion was a more calculated move, requiring deep research into total addressable market (TAM) and customer behaviour before making the leap.

One of the biggest lessons? Every country is its own market, and what works in one might not work in another. For example, in Sweden, decisions are made through consensus. In some parts of the United States like New York City, sales conversations are fast and direct. Companies looking to expand need to understand not just where their products fit, but also how business is done in each region.

Navigating different cultures, languages and regulations

Cultural differences matter

Scaling globally is all about connecting; business etiquette, communication styles, and decision-making processes vary widely, and what works in one market might fall flat in another. Overlooking these cultural nuances can mean the difference between closing a deal and losing one. Graham pointed out that Commonsku doesn’t sell into certain regions due to a lack of localized language support, highlighting how language alone can be a major barrier. Understanding these subtleties can give companies a major advantage in negotiations.

Regulatory and compliance hurdles

Expanding into a new country requires managing compliance. For example, in the U.S., companies must manage complex tax laws and a variety of regulations that differ by region. Jon’s company originally planned to scale his sales team outside Canada but received pushback after realizing the high cost of hiring, particularly due to the health-care expenses. These are the kinds of unexpected challenges that businesses need to anticipate before making big international moves. That's where the support of an employer of record can help companies expand globally and help smoothen out these challenges. Communitech Outposts is not just an employer of record but its a full scale global hiring solution. From managing all payrolls, taxes, and compliance to removing the administrative burden of international hiring, it is your go-to!