Expanding into new markets is a bold move—and for many business owners, it’s the next essential step toward sustainable growth. Whether you’re a student founder testing your first big idea, a researcher ready to take your innovation global or an entrepreneur looking to scale an existing business, one thing is certain: growth means stepping into the unknown.
But here’s the good news. At ASU, you have an entire ecosystem cheering you on. From Inventors LAUNCH to Lab to Launch, and with Skysong Innovations in your corner, you’ll find the tools, mentors and community to turn those nerves into momentum.
Reasons to Explore New Markets
Sometimes, a business owner realizes their original market or product isn’t yielding sustainable growth. In response, they may pivot—shifting focus to a new customer segment, industry or geography where there’s stronger demand or a better product-market fit. Entering a new market can be part of that broader pivot strategy.
In other cases, a company has saturated its current market or wants to increase revenue, so entering a new market opens up fresh demand and customer bases. And sometimes expanding into new geographic regions or customer segments helps reduce dependence on a single market.
No matter where you are on your expansion journey, we’re sharing a no-nonsense playbook for smart expansion.
1. Start With Your Why
Before you burn cash on expansion, ask yourself the hard questions:
- Is this about ego or actual opportunity?
- Are you running toward something, or running away from something?
- Can your business even handle this right now?
ASU mentors can help you pressure-test your reasoning. Nothing kills momentum faster than scaling for the wrong reasons.
2. Figure Out Your IP
Important: if you used ASU resources (labs, funding, computer systems), you need to make a disclosure to Skysong Innovations as the Arizona Board of Regents may own the IP.
But Skysong Innovations isn’t just red tape. They’re your legal and licensing sherpas. They’ll help with:
- Patent protection (yes, it takes time)
- Licensing deals that make sense
- Resources for company formation
- Connecting with legit partners
3. Do the Work Everyone Skips
Market research isn’t glamorous, but launching to crickets isn’t either. It can be as simple as finding out what your customers complain about (they’re telling you for free) and reading competitor reviews to see what’s broken. Then you can spot the cultural landmines before you step on one.
Pro tip: NSF I-Corps might even fund your customer discovery process.
4. Choose Wisely
How you enter matters as much as where.
- For the cautious: Try e-commerce or licensing.
- For the bold: Go direct with partners or small locations.
- For the clever: Let E+I’s Venture Devils or Faculty Innovation teams connect you to people who’ve done it before.
5. Localize Like You Mean It
Google Translate is not localization. Real localization means:
- Avoiding brand colors that offend (yes, that’s a thing)
- Pricing that respects the local economy
- Customer experience that matches local expectations
Even small shifts can unlock massive buy-in.
6. Find Your Market Sherpa
The right local partner will:
- Navigate regulations you didn’t know existed
- Introduce you to the right people
- Help you avoid offending everyone on day one
ASU’s global network includes alumni who’ve already been where you’re going. Use it.
7. Adapt and Rise
Faculty innovator Matthew Becker said it best:
“That shift in mindset—to think not just about solving a customer’s problem, but where we can add value—has allowed me to start formulating new ideas about who I want to reach out to and how to tell them our story.”
You’re not building for yourself anymore. Build for who buys.
8. Listen to the Data
Gut instinct is fine. Data is better.
Use CRM tools, A/B testing and social listening tools to quickly learn what’s actually working, and what’s just wishful thinking.
9. Test Before You Bet the House
Pilot programs aren’t a sign of weakness. They’re a sign you know what you’re doing.
Try pop-ups in a specific market, limited offers to test a product and “beta” versions to get customer feedback early.
Lab to Launch is your low-risk proving ground. Even if you’re not pitching, showing up lets you learn, connect, and get inspired.
10. Stay on Your Toes
The market will shift. So should you. Stay curious, agile and in the loop with ASU mentors and feedback tools.
What works today might flop tomorrow. Staying nimble is survival.
The Future Belongs to the Bold
Expansion doesn’t reward the smartest person in the room. It rewards the most prepared—the ones who stay open-minded, committed to listening, learning and adapting along the way.
At ASU, you’ve got more than programs. You’ve got people—mentors, alumni, staff and fellow founders—who are invested in your success. You don’t have to go it alone. Find the support and resources you need to build what’s next.
Where will your venture take you?
