Going Global Starts with People: Asya’s Helsinki Notes

After a day of conversations about global expansion, our co-founder Asya Kruglova left thinking about local relationships.

On September 15, 2026, she attended Scaling Opportunity: Nordics & The World at Epicenter Helsinki, co-hosted with Lähde Impact. The program brought together perspectives on the Nordics, the United States, different Asian markets, and the Middle East.

Her reflections came back to four decisions: choose a specific market, learn how people build trust there, invest in reaching customers, and find local partners. These are questions she keeps returning to in conversations with clients. Here is how to bring them into your next launch discussion.

1. Pick one market

“Asia,” “Africa,” “LATAM,” and “North America” are useful ways to describe regions. A market-entry plan needs a more precise starting point: a country, a customer, and a reason to believe that customer needs your product.

Before planning the launch, write down whose demand you are trying to validate. What problem are they already trying to solve? What do they buy today? What evidence would make your team continue, adapt the offer, or pause?

A defined first market gives research, messaging, and partner selection a shared focus. It also makes the next conversation more useful: you can ask about a particular customer instead of asking how to enter an entire continent.

2. Learn how trust works locally

Asya’s second reminder is to understand how people build relationships and make decisions. In markets where business depends heavily on relationships, that work needs time and attention in the launch plan.

Localization includes language, but also the experience around the message. Ask local customers or partners to walk through your pitch, product page, and next step. Which expressions feel natural? What needs more explanation? What would help them feel comfortable moving forward?

For creator campaigns, those questions belong in the brief. Give creators room to explain the product in language their audience recognizes, while keeping product facts and claims accurate.

3. Budget for being found

The product may be ready while distribution still needs work. A launch budget should account for how customers will discover the product, understand its value, and take the next step.

That means planning the channels, content, and relationships involved in reaching them. If creators are part of the plan, define their job: explain the product, demonstrate it, introduce it to an audience, or supply creative for advertising. Then connect that job to a clear destination.

Before committing to production, ask one practical question: after someone sees this content, what can they do—and is that experience ready for this market?

4. Find your people on the ground

Local partners bring an understanding of the business culture and the people around it. Build that understanding into the plan from the beginning.

Be specific about where you need help. You might need someone to test your messaging with customers, assess creator fit, or explain how decisions are made in your category. A clear assignment makes it easier to choose a partner and work together.

The Helsinki conversations were a reminder that international expansion is also a series of human connections. Thank you to Epicenter Helsinki and Lähde Impact for bringing those perspectives together. Asya also wanted to thank Reidar Wasenius, Joey Bayer, Paul James Brennan, Aku Nenonen, Yang L., Ensar Djulan, and Nabil Mohamed for the conversations and connections.

Four questions for your next launch meeting

1. Market: Which country and customer are we starting with, and what evidence of demand do we have?
2. Culture: Who can help us check how our message and customer experience work locally?
3. Distribution: How will customers discover us, and what happens after they do?
4. Partners: Which decisions need local knowledge, and who will help us make them?

For a more detailed planning sequence, read our guide to going to market in a new country in 90 days.

Which market is next for you? Explore Holy Marketing’s Market Entry service. We work across the United States, all countries in Latin America including the Caribbean, and 15 countries in Africa, with project budgets from $20,000 per month.

Based on Asya Kruglova’s reflections, first shared in Holy Marketing’s LinkedIn post. Event details: the organizers’ program. Photos from Asya’s visit.