A valuable handbook for entering, launching, and growing business in the United States

The U.S. is the best place for business. It has the biggest economy, wealthiest consumers, ready capital financing, and a pro-business legal system. Immigrants can attain their American Dream. However, foreign executives and entrepreneurs often underestimate the challenges and complexity of doing business in U.S. markets.

Make It in America: How International Companies and Entrepreneurs Can Successfully Enter and Scale in U.S. Markets provides valuable insights, useful tools, and practical advice on a wide range of topics, including: financing, marketing, managing legal and tax requirements, protecting intellectual property, working with Americans, and navigating the visa and immigration system. The book includes case study lessons from businesses that came to the U.S. from South Korea, Scotland, Italy, India, Germany, France, England, Denmark, Colombia, Canada, and Australia.

Author Matthew Lee Sawyer is a business and marketing strategist who has built dozens of successful brands and start-up businesses for both U.S. and international companies. He is Managing Director of a global consulting firm and teaches at Columbia University and NYU.

An indispensable resource about doing business in the U.S. for international business leaders, entrepreneurs, expats, and foreign students, Make it in America also provides valuable lessons for Americans who want to learn about the challenges that non-U.S. nationals face.

Acknowledgments xiii

Introduction 1

1 Welcome to America 11

Case Study: MediaCom (Colombia) 18

2 Why the United States? 23

Case Study: Rokt (Australia) 35

3 Land of Dreams 45

Case Study: Three American Dreams 52

Jordi Muñoz (Mexico) 52

Pooja Mahajan (India) 54

Pierre Gervois (France) 55

4 Plan for Success 61

Spotlight: White Claw (Canada) 68

Case Study: Too Good to Go (Denmark) 73

5 Timing Is Everything 79

Case Study: Menck Fenster (Germany) 91

6 Where to Play 97

Case Study: Renson (Belgium) 113

7 Make It Legal 117

Case Study: Pillow Partners (Scotland) 132

8 Financing U.S. Expansion 139

Case Study: Alpina Foods (Colombia) 152

9 Understanding Americans 159

Case Study: Tesco (U.K.) 175

10 Building Teams and Navigating Visas 181

Spotlight: Eataly (Italy) 186

Case Study: Petplan (U.K.) 194

11 Establishing Market Presence 201

Spotlight: MediaMint (India) 212

Case Study: Hyundai (South Korea) 216

Appendixes

A. Go-to-U.S. Market Readiness Checklist 221

B. Startup in U.S. Readiness Checklist 225

C. Legal Checklist 229

Glossary 233

About the Author 239

Index 241

MATTHEW LEE SAWYER is an American business and marketing strategist, consultant, and educator. Matthew is the Managing Director of Rocket Market Development LLC which helps companies identify opportunities and gain traction in U.S. markets. He is an Adjunct Professor at Columbia University and teaches graduate courses in business and marketing strategy at NYU. Matthew is also an advisor to The Global Chamber and a mentor at several business accelerators for entrepreneurs.

The United States is, hands down, the best place in the world to start and grow a business. It has the largest economy, the wealthiest consumers, plentiful capital financing, and pro-business political and legal systems. Immigrants from around the world regularly realize their own versions of the “American Dream.” Despite this, many foreign executives and entrepreneurs greatly underestimate the complexity and challenges awaiting those who wish to expand into U.S. markets.

In Make It in America: How International Companies and Entrepreneurs Can Successfully Enter and Scale in U.S. Markets, accomplished business professional Matthew Sawyer delivers invaluable insights, tools, and practical advice for business owners seeking to expand into—or start a business in—the United States. You’ll find a wide range of relevant topics, including finance, marketing, legal and tax compliance, intellectual property protection, cultural considerations, and visa and immigration navigation. You’ll also discover real-world case studies from businesses that expanded into the United States from South Korea, Scotland, Italy, India, Germany, France, England, Denmark, Colombia, Canada, and Australia.

The author describes the most common pitfalls and obstacles faced by foreign companies and startups as they attempt to gain a foothold in the American economy. He provides applicable and actionable information, strategic frameworks, and guidance to help avoid these challenges as you set your organization up for success.

A must-read resource about doing business in the most rewarding market in the world, Make It in America belongs on the bookshelves of international business leaders, entrepreneurs, expats, and foreign business students with aspirations focused on conquering the American business landscape. This book also offers valuable lessons for U.S. residents and citizens who seek a better understanding of the challenges faced by non-U.S. nationals as they work to realize the American Dream.US

PRAISE FOR MAKE IT IN AMERICA

"This book should be mandatory reading for anyone considering bringing their entrepreneurial dream to the United States."
—DAVID S. ROSE; FOUNDER OF GUST, NEW YORK ANGELS, AND TRUE GLOBAL VENTURES

"This book is a one-stop-shop for learning all the steps a company must consider and act on to succeed in their business ventures in America."
—TAHMINA WATSON; FOUNDER OF WATSON IMMIGRATION LAW AND AUTHOR OF THE STARTUP VISA

"A great guidebook that you'll just keep referring to throughout your U.S.-bound business journey."
—DAVID EDELMAN; HARVARD BUSINESS SCHOOL PROFESSOR, FORMER AETNA CHIEF MARKETING OFFICER AND MCKINSEY PARTNER

"Simply said, anyone dreaming to come to the United States, regardless of the industry and business idea, will benefit from Make It in America."
—MARC SOMNOLET; PRESIDENT OF THE FRENCH-AMERICAN CHAMBER OF COMMERCE AND FORMER WORLDWIDE DIRECTOR OF GLOBAL MARKETING AT COLGATE-PALMOLIVE

"This book could be titled Start Here, and you’d be wise to do so."
—BETH COMSTOCK; AUTHOR OF IMAGINE IT FORWARD AND FORMER VICE CHAIR OF GE