Get All Access for $5/mo

How to Crack the US Market — Startup Growth Secrets for 2024 A startup's expansion into a new market is exciting, but it also entails risks.

By Jessica Wong Edited by Micah Zimmerman

Key Takeaways

  • A startup's leadership team must conduct thorough research before taking the leap to ensure they understand both risks and opportunities.

Opinions expressed by Entrepreneur contributors are their own.

Taking a startup from a big idea to a reality is a challenging undertaking anywhere in the world. Differing economic conditions, hard-to-understand legal frameworks and great variation in consumer preferences are just three of the areas startup founders need to consider no matter which location they choose. For decades, the U.S. market has been among the most popular places to find a new business but also very competitive. Saying that, with the right knowledge and strategy, startup companies can grow their market share and expand their influence in the United States in 2024.

Understanding U.S. market opportunities

According to the International Trade Administration based within the Department of Commerce, expanding into the United States gives businesses access to the 'world's most lucrative consumer market.' Other advantages include a transparent legal system and comparatively low taxes.

Still, startups are unlikely to be successful in this competitive market without a more detailed understanding of the opportunities available to them. The first step toward a successful expansion in the U.S. is thorough research of specific market opportunities.

Startups and other businesses can learn more about those opportunities by investigating which industries continue to hire the greatest workforce. Considering sectors with known skills shortages is another strategy. Despite a difficult year, tech companies based in the U.S. continue to make their mark on the world.

Understanding how your startup fits into this environment can be difficult. In many cases, getting solid local advice is essential to getting your startup off the ground faster.

Related: 3 Things U.S. Startups Do Better Than European Startups

Tailoring products for U.S. consumers

Understanding U.S. market opportunities means understanding American consumers. Depending on the industry sector under consideration, U.S. consumers can be a diverse target audience, requiring different approaches in different areas.

Startups entering the U.S. market from abroad need to ensure a seamless product-market fit to maximize their growth potential and deliver a successful expansion. Researching consumer behavior is one of the key fundamentals to ensuring a seamless fit. Avoid launching a product before your team is sure that U.S. consumers want it.

Navigating the regulatory landscape

As a business location, the U.S. benefits from a transparent legal system and a culture that values entrepreneurship and business success. However, most industries are subject to a degree of regulation.

Whether protecting workers' health or ensuring that companies handle consumer data responsibly, navigating the regulatory landscape is part of doing business here. In some cases, regulations vary from state to state, and not adhering to those can lead to significant fines.

Avoiding those pitfalls is simple, though. Much of the information businesses need is available online or through knowledgeable consultants.

Related: Do Startups Need Self-Regulation?

Connecting locally

Establishing partnerships with local advisors, distributors, and other businesses is one of the safest ways to ensure a smooth entry into or expansion within the U.S. market. By joining forces with an American partner, startups can avoid common pitfalls, such as missing crucial industry- or state-specific regulations.

Partnerships also make it easier to build trust with initial customers, create a network of potential referrers, and start connecting to future clients. Depending on where your business originates, you may need to adapt your product or operations to gel with U.S. culture. Local partners will be invaluable during that process.

Digital marketing to reach U.S. audiences

Digital marketing and advertising have become two of the most effective ways to reach American audiences. The United States leads the world in being the 'largest digital advertising market' based on revenue. Some industry experts believe digital ad spending will reach $200 billion by 2025.

The retail industry, pharmaceutical companies, and healthcare businesses are the main drivers of this growth. Still, even if your business is not part of these industries, digital marketing should be high on your agenda for growth. Like all forms of marketing, a digital approach needs to be based on a solid strategy to have the greatest chance of success.

Understanding the strengths and weaknesses of individual digital marketing channels and how to utilize them to your advantage can be difficult when your business is new to the U.S. market. Consider working with a knowledgeable partner to get the most out of your investment.

Related: 4 Ways to Leverage TikTok for Startup Growth

Financial and funding strategies for U.S. expansion

Securing sufficient and reliable funding is essential for successful market entry in any country. The U.S. is no exception, and startups may find themselves in a competitive environment, depending on their industry.

Aside from traditional funding sources like venture capital, bank loans, or angel investors, consider government grants or loans. Like venture capital funding, getting access to these types of funding is competitive. To secure grant money, your startup needs to ensure all relevant criteria are met before applying. Never rush into a grant application process – the risk of missing details and submitting an application that is doomed to fail is simply too high.

Risk mitigation in the U.S. market

Expanding any startup business always comes with risks. Researching your industry thoroughly and securing detailed advice on consumer behavior, potential regulatory pitfalls, and legal requirements will help mitigate the greatest risks.

At the same time, the U.S. market is subject to global economic conditions. Right now, these global conditions and the U.S. economy have caused a degree of uncertainty for businesses. Uncertainty does not necessarily mean a lack of opportunity. For some businesses, these circumstances may even create new opportunities.


Launching your startup into a new market is exciting but without risks. Before taking the leap, startup leadership teams must conduct thorough research to ensure they understand both the opportunities and the risks associated with their endeavor. Engaging local advisors to gain a better understanding of the legal and regulatory framework and greater insight into consumer behavior is essential for a successful market entry.
Jessica Wong

Entrepreneur Leadership Network® Contributor

Founder and CEO of Valux Digital and uPro Digital.

Jessica is the Founder and CEO of nationally recognized marketing and PR firms, Valux Digital and uPro Digital. She is a digital marketing and PR expert with more than 20 years of success driving bottom-line results for clients through innovative marketing programs aligned with emerging strategies.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick


Inflation's Next Victim Is Your Freedom — Here's Why

We get it… Most people are tired of hearing the same old story about how the American Dream is dead; however, there's a different, more bleak aspect to that reality that far too few people have yet to realize.

Business Solutions

Set Your PC-Using Employees Up with Windows 11 Pro for $25

This updated operating system features top-of-the-line security, AI support, and more.


How Adopting a 'Miracle Mentality' Can Transform Your Life

On this episode of 'The Jeff Fenster Show,' Tim Storey shares his insights on the role of mentors, the importance of humility, and the keys to achieving success.

Growing a Business

Free Webinar | July 10: How to Get Your Products Sold in Stores

Join Ross MacKay, co-founder of Daring and founder of Cadence, as he shares his expertise on successfully getting your products onto store shelves. With experience in placing products in over 40,000 stores nationwide, Ross will provide actionable insights on creating a demand-driven brand from the start.

Business Solutions

Download Images in Bulk with This $30 Lifetime Subscription

This Imaget Bulk Image Downloader enables batch image downloading with 100-percent quality retention.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.