A new region or country is not just another branch. It’s a new business — just under the same name.
It has different customers, different competitors, and different rules. What worked at home has to be proven all over again there.
Why “the same thing” doesn’t work
At home, the company spent years learning its customer: what they like, where they buy, how much they will pay. That knowledge turned into habit — and stopped being noticed.
On a new market, habit fails you. Answers that seemed obvious at home are almost always different there. That’s why entering a new market starts not with advertising, but with a plan — go-to-market, or GTM.
Go-to-market: 6 questions before launch
- 01
Customer
Who are we selling to?
- 02
Culture
What’s accepted here?
- 03
Product
What do we offer?
- 04
Difference
Why will they choose us?
- 05
Channels
Where and how will they buy?
- 06
Communication
How will they hear about us?
Who are we selling to?
The buyer on a new market may be completely different. A product bought for personal use in Tashkent may be bought as a gift or for the whole family in a region.
What’s accepted here?
Cultural specifics often decide more than price. Worth checking: — what language buyers speak and read — which holidays and seasons affect purchases: Ramadan, wedding season, Navruz — who makes the purchase decision: the person or the family — who they trust: advertising, acquaintances, the shop salesperson — what’s considered normal and what could put them off
What do we offer?
Sometimes the product has to change: packaging, size, range, taste. Not because it’s bad, but because it’s used differently here.
Why will they choose us?
The local producer has been known for years, the new company hasn’t. You need a clear reason why someone should try specifically your company.
Where and how will they buy?
Sales channels differ on every market. In regions, bazaars and small shops play a big role. In Kazakhstan, a significant share of purchases goes through Kaspi.
How will they hear about us?
A channel that works at home may not work on a new market. In Uzbekistan, business largely lives on Telegram; in Kazakhstan, more is sold through Instagram.
Where to start
Don’t try to enter everywhere at once. Pick one city, answer the six questions specifically for it, test the hypotheses on a small budget — and only then expand.
Planning to expand to regions or neighboring countries?
Lokals Marketing builds a GTM strategy: we study the market, buyers, and competitors, adapt the product and communication, and build a launch plan. That way the new market becomes clear before any budget is spent.
