Scalable Brand logoSCALABLE BRANDCross-border growth strategyExpansion Review
For CEOs, founders & growth leaders

You proved it at home. The next market is a different business.

Several growth moves look plausible at the same time, and each needs different capabilities. I help you find out which one works before the organisation has committed to it.

Request an expansion review
Typical situations

Four ways this usually sounds.

“The home market works. The next market does not work the same way.”
The cause may be demand, channel, proposition, pricing, acquisition economics or local operations. The first job is to find out which.
“We are already international, and it is not yet repeatable.”
Countries run on different systems, partners, teams and assumptions. Revenue grows and leverage does not.
“We have too many possible next moves.”
Another country, retail, B2B, a marketplace, a distributor, a local acquisition. The problem has become capital allocation.
“The CEO still owns the expansion problem.”
The initiative cuts across sales, marketing, operations and finance. Everyone owns a part and nobody owns the whole.
The work in plain terms

Three questions, before the next market gets your money.

What made you successful here?

The product, the brand, the channel, the team, or conditions in your home market that you did not create.

Will the same thing make you successful there?

Customers in the next market may buy through different channels and trust different people. Some of what works at home will carry over. Some will have to be built again.

What will it cost, and how long until you know?

The cash, the people and the management time tied up before the answer is clear, and what you would do if the answer is no.

Who this is for
Companies with €10m to €150m in revenue, in consumer brands, retail and services, expanding across Europe, that have proven one market or one channel.
Who it is not for
  • Companies still searching for product-market fit at home
  • Buyers who need a general market-research report
  • Anyone looking for a local sales agency
  • Transformation programmes that need a large consulting team
What I help management answer

Eight questions that sit between the plan and the result.

What made the business work in the first place?
Which advantages actually travel?
Where should we deepen before entering somewhere new?
Which channel or ownership model fits the market?
What economics should the initiative hit before we scale it?
What stays central, and what has to be local?
What capability should we build once and reuse?
Who owns the work until it becomes repeatable?
How I can work with you

Three depths of involvement.

01

Expansion Review

One material decision, reviewed at a fixed scope before more capital or management time goes in.

See the Expansion Review
02

Strategy, economics and operating model

A broader international-growth question that needs the thesis, the configuration and the capability design.

The engagements in detail
03

Embedded leadership

A material initiative that needs a senior cross-functional owner for several months.

How the embedded role works
Why me

I have sat in your seat.

I built my own cross-border business across the Netherlands, Croatia, Bosnia and Serbia, with five offices and my own capital. I know the point where another country adds more complexity than leverage.

I have also worked on multi-market operations for Nike, Uber, HBO Max and Ring. I bring both views: the founder who carries the risk, and the operator who has seen how 14, 17 and 47 markets run.

More about Boris

Bring one real expansion decision.

A first conversation shows whether the issue is strategy, economics, capability or ownership.

Request an expansion review