Expanding into the United States represents a critical juncture for any UK company. For founders, it marks not simply a geographic extension, but a significant commercial and organisational shift.
At Mercia Ventures, we have supported numerous portfolio companies through this process. Our founder-first approach has shown us that success in the US is seldom the result of speed alone. It is about pace, sequencing and local intelligence. This 100-day framework offers a practical yet strategic guide for UK founders preparing to enter the US market for the first time.
Before considering city selection, go-to-market hires or incorporation structures, it is essential to clarify why the US matters to your business at this point in time.
It is important to acknowledge that the US is not a single market but a federation of distinct commercial and regulatory environments. Boston and Austin, for example, offer vastly different opportunities depending on your sector and stage. Begin with clarity, not assumption.
Many UK companies underestimate the extent to which their existing messaging will fail to resonate with a US buyer. The expectations are different. Decision-makers typically require stronger ROI proof points, more assertive positioning and faster responses.
At this stage:
Your objective is to shift your narrative from 'established in the UK' to 'emerging challenger ready to scale in the US'.
Choosing the right go-to-market approach is not a matter of replicating UK success. The sales cycle in the US can be longer, involve more stakeholders and require greater investment in pre-sales education.
Key questions include:
Do not build in isolation. Work with trusted advisers, investors or AI-enabled tools to test your assumptions and avoid early missteps.
While New York and San Francisco remain visible choices, they are not always strategically appropriate. Consider where your customer base, community and capital intersect.
Factors to weigh include:
A focused city presence can provide early momentum and credibility, particularly if supported by a founder presence or local advisory relationships.
The most effective US expansion strategies are grounded in ongoing discovery. This phase is about building insight and relationships in parallel.
We recommend:
The US market runs on networks, not cold outreach. Invest time in listening before acting.
US recruiting is both an opportunity and a risk. It is tempting to over-recruit or bring in senior talent too early. We advise restraint and clarity.
Key considerations:
Cultural misalignment at this stage can significantly delay progress and damage early brand equity.
A US launch need not coincide with a product release. However, it should be clearly positioned and relevant to a current market narrative.
Consider framing your expansion through a campaign that aligns with:
Practical assets might include:
Track the early signals of success not only by revenue, but by engagement from your priority customer segments.
Expanding into the United States should not be treated as a reactive growth lever. It is a strategic decision that, if made with discipline and local insight, can transform a company’s trajectory.
At Mercia Ventures, we work closely with our founders to shape that journey, from early planning through to market establishment. Our support includes access to the US Expansion Playbook, founder peers who have been through the process and tools to accelerate decision-making without compromising quality.
The key is not to overbuild but to move decisively, with humility and focus. When done well, the US is not only a growth opportunity but a platform for global relevance.