Doing Business in the USA: Lessons and Insights for European Entrepreneurs
The United States is often viewed as the land of opportunity, but for European entrepreneurs, navigating its vast market comes with its own set of challenges and cultural nuances. After years of working here, I’ve gained valuable insights into what makes doing business in the U.S. unique. Whether you're planning your first steps into the American market or refining your approach, these takeaways might resonate with you.
1. Time is Money
In the U.S., efficiency is key. With fewer holidays and a strong work ethic, the pace of business here is fast. Emails are answered promptly, questions are addressed quickly, and there’s an expectation of reciprocity. If you’re used to a slower pace, be prepared to adapt—Americans value responsiveness and a sense of urgency in professional relationships.
2. Optimism is Everywhere
One of the most striking aspects of doing business here is the optimism. Americans approach meetings and negotiations with a positive outlook, often leaving you with the sense that opportunities are endless. It’s not unusual to hear an enthusiastic “Have a good one!” at the end of a conversation—a reflection of their forward-looking mindset.
3. The Sky Is Truly the Limit
The sheer scale of the U.S. market never ceases to amaze me. With over 63,000 supermarkets, 332 million people, and a growing economy, the opportunities can feel boundless. However, this scale also requires focus. Narrowing down your target regions or market segments is essential to avoid feeling overwhelmed.
4. Opportunities Abound for Sustainability and Innovation
The U.S. is often seen as a trendsetter, but in certain areas—like sustainability and packaging innovation—it lags behind European markets. Returning to the U.S. after a visit to the Netherlands can feel like stepping back in time. For Dutch companies, this gap represents a golden opportunity to introduce sustainable products, healthy food options, and smarter packaging solutions.
5. The Strength of the Dutch Community
One unexpected benefit of working here has been the support from fellow Dutch entrepreneurs. Whether they’ve been in the U.S. for decades or just arrived, there’s a shared camaraderie among the Dutch expat business community. These connections have been a valuable source of advice, encouragement, and inspiration.
Key Takeaways for European Entrepreneurs
Be Responsive: Fast communication is a hallmark of American business culture.
Stay Positive: Cultivate an optimistic approach; it’s an integral part of building strong relationships.
Leverage Scale: The U.S. market is massive, but success comes from targeted strategies.
Find Your Niche: Sustainable and innovative products have immense potential here.
Build Your Network: Don’t underestimate the power of community, whether it’s Dutch or local.
Expanding into the U.S. market can feel daunting, but with the right strategy and mindset, the opportunities far outweigh the challenges. If you’re ready to explore how your European business can succeed in the U.S., let’s connect.
