Expanding or relocating your company to the US not only involves a change in geography but also a deep shift in cultural norms and communication styles. To thrive in this new diverse market, it takes courage, confidence, and an open mind ready to adapt to new perspectives.

I have lived in seven different countries, finally settling in San Francisco over a decade ago, after a rocky start trying to thrive in New York City. I didn’t have the right resources or understanding that would have made my transition much smoother. This made the first 3 years of integrating into the U.S. incredibly challenging. This article is meant to prevent you from making the same mistakes I did.

Tip 1 — Embrace the Power of Community

It’s natural to be fully immersed in your business during a major relocation, but don’t underestimate the importance of community, like forming new connections, making friends, and integrating into the local culture. Cost of living, proximity to quality child education, and other elements that align with your lifestyle are equally as important when establishing your company’s foothold in a new city.

• Footwork Habit: This includes networking events, meetup groups, and trying out different restaurants and bars. Things that must be done in person are an easy way to meet people who understand the nuances of your chosen destination, which is key to making informed decisions that pave the way for your successful transition.

When I moved to the US, I found a lot of success using Meetup.com and Eventbrite.com to find networking events and other community activities packed with locals with similar interests and business aspirations. Using these networks allowed me to discover higher-level (by invitation only) networking opportunities that were pivotal to my entrepreneurial journey.

Tip 2: Dive Deep into Your Destination

Before making your move into the US market, it’s crucial to immerse yourself in the city from a business or entrepreneur-minded point of view. If you’re moving with your pre-existing business, it is extremely important to do deep research to ensure your chosen city supports the sector of your business and the right potential clients, so you don’t have to spend a lot of time traveling to other cities.

For example, if your company works in finance, the East Coast corridor (i,e., NYC) would be a great fit because of the well-established financial sector. If you’re a software company (SaaS), the San Francisco Bay Area would probably be the best fit. Baltimore would do extremely well in supporting the health tech sector, etc.

Before I moved to San Francisco, I spent over a month in the city utilizing networking events where I immediately met people who worked in the same business sector. That allowed me to gain invaluable insights into the startup ecosystem, the local workforce, founder groups, and even unforeseen challenges and opportunities, which set the stage for a smooth transition into the new West Coast market. Another thing that would be extremely useful for you as a founder and for your business is joining an accelerator program, such as WEVE, YC, Plug&Play, TechStars, or 500 Global.

Tip 3: Understanding the US Business Culture

One of the most powerful tools at your disposal is researching the personas of potential customers and investors in your new market. Invest time in understanding the local nuances, their dialects and slang, their interests and motivations, and their investment preferences.

The US market is incredibly diverse and how you engage with customers and investors on the East Coast may differ significantly from the Midwest or West Coast. Researching exactly who you are looking for as a client or investor, reading their bios and blogs, listening to their podcasts, and looking at their social media, can only strengthen your relationship with them once the connection is made.

When I was looking for new clients for my new startup in San Francisco, I would research certain people within certain companies that I wanted to connect with. I would show up in person to the company asking specifically to meet with the person I had researched. That research proved to be pivotal when creating a memorable connection and lasting relationship with that person and their company.

Do not expect strong relationships to develop too quickly. They take time to cultivate and nourish. However, the more research you do on a particular person within a company or an investor, the faster these relationships will form. By adapting your approach to the local ethos, you’ll be better equipped to lead a confident and compelling entry into a new, dynamic, and multifaceted market. Best of luck on your journey to success!