Traditional business textbooks suggest that it’s logical to build your presence at your home market first, and then expand abroad. There’s less risk, fewer resources needed, less research that needs to be carried out; it’s a “risk-averse” strategy, or in some cases probably a “smart” strategy. In a Clarkson (2015) article on how to start a global business, the Founder of Virgin, Richard Branson, states that “launching your brand overseas will be hugely expensive, and finding distributors and retailers that are willing to take on an unknown brand will be extremely difficult”, so in other words, first start local and build a strong brand presence at home.
But why do some companies go big before they go home? Why did Funzi?