Most companies choose their first foreign market for the wrong reason: it is the one where they happen to know someone. That is not always a bad outcome, but it is not a method — and when the second market comes, and there is nobody to know, the company discovers it never had one.
This session sets out a framework that holds up when the easy answer runs out.
**What we will cover**
The four questions, in the order that matters: can you serve it, will they pay for what you are actually good at, what does it cost to be wrong, and who has already done this.
Why the market that scores best is usually the boring one — and why that is a counsel of sequence, not of timidity.
The costs that are invisible until you have already quoted: technical standards, labelling, VAT thresholds, posting rules.
Where a business association can genuinely help, and where it cannot.
**Who it is for**
Companies considering their first move into another European market, or their second after a first one that did not go as planned.
**Format**
45 minutes, plus questions. Online. Free, and open to anyone with a free EBA account.