A behind-the-scenes look at how we’ve scaled operations across continents — and the lessons we’ve learned navigating international growth.

In episode 50 of the Invigorate Your Business podcast, I sat down with my business partner for a conversation that’s been a long time coming — the real story behind how we’ve expanded our business globally.

When we started this journey, we didn’t set out to be “global.” We set out to solve problems. But when those problems — supply chain complexity, client demand, cost challenges — started crossing borders, we knew we had to scale beyond them.

In this episode, we break down how we took our lighting business from local roots to a multi-continent operation serving some of the world’s most recognizable brands. It wasn’t easy, but it was strategic — and very intentional.

🌍 What We Cover in the Episode:

Why international expansion was necessary — not optional
How we structured our business to operate efficiently across borders
The importance of building trust with global suppliers and clients
Real stories from our travel to China, Europe, and Canada to set up logistics and assembly
Why adaptability, team alignment, and culture matter more than language
The challenges of tariffs, regulations, and currency risks — and how we mitigate them
Why being “on the ground” still matters in a digital-first world

💡 Key Takeaways:

Global growth is about mindset first, infrastructure second.
You don’t have to wait until you’re a massive corporation to think internationally — but you do have to be ready to act fast and learn on the move.
Systems and people are your biggest assets.
Global logistics and operations only work if your team is aligned, empowered, and proactive. Culture matters — and it has to be consistent no matter where you are.
Start lean, then scale smart.
You don’t need a massive overseas office. Start with strategic partnerships, local assembly hubs, and fast shipping solutions — and scale as demand grows.

This episode isn’t just for CEOs or logistics experts — it’s for anyone thinking about taking their business beyond their zip code.

🎧 Listen now: 🔗 Episode 50 – Global Growth & Business Strategy (Internal Episode)

We recorded this one in Athens — fitting, considering our growing European operations. Give it a listen and let me know what you took away. Global growth is a challenge, but it’s also one of the most rewarding moves we’ve ever made.

“When we started this journey, we didn’t set out to be “global.” We set out to solve problems. But when those problems — supply chain complexity, client demand, cost challenges — started crossing borders, we knew we had to scale beyond them.”

— GEORGE STROUMBOULIS

ADVICE ON BUILDING A GLOBAL BUSINESS

Expanding globally isn’t just about translating your website or shipping overseas — it’s about thinking, operating, and leading without borders. Here’s what I’ve learned firsthand:

🌍 1. Think Global from Day One

You don’t need to wait until you're a Fortune 500 company to go international.
Build your systems, branding, and supply chain with global scalability in mind — even if you’re just starting out.

If you can serve one client in another country successfully, you can serve dozens.

🤝 2. Build Relationships Before You Need Them

International business still runs on trust.
Visit factories. Shake hands. Have dinner.
Face-to-face connection will open more doors than cold emails ever will — especially in cultures that value long-term loyalty.

🚢 3. Master Your Logistics

Global growth falls apart without reliable logistics.
You need warehousing, shipping, customs knowledge, and assembly options that are cost-effective and fast.

We’ve built hubs in North America, Europe, and Asia — not just to ship faster, but to reduce tariff risk and optimize margins.

💬 4. Understand Local Markets Deeply

What works in the U.S. may not resonate in Europe, Asia, or the Middle East.
Adapt your messaging, packaging, pricing, and product fit to reflect local values and needs.

⚙️ 5. Build Operational Redundancy

Have backup plans.
Diversify suppliers.
Create duplicate processes across time zones so your business keeps moving — even if one region slows down.

🧠 6. Hire Smart and Local

Your first hires in a new country matter more than you think.
Bring in people who understand the culture, regulations, and business norms — and empower them to lead.

🔄 7. Stay Agile

Every country will throw you curveballs — tariffs, delays, changing regulations, language barriers.
Success depends on how quickly you adapt, not how perfectly you plan.

✨ Final Thought:

Global business is not about being everywhere — it's about being strategic in the right places. Start small. Learn fast. Scale with purpose.

HOW TO EXPAND INTO NEW MARKETS WITH FORCE AND SUCCESS

Expanding into a new market isn’t just about showing up — it’s about showing up prepared, positioned, and ready to win.

Here’s how we’ve approached expansion at Ideoli, and what I recommend to any entrepreneur or brand looking to grow with impact:

🔍 1. Research Like a Local, Not a Tourist

Don’t just Google the market — immerse yourself in it.

Understand local regulations, culture, competition, and consumer behavior.
Visit in person. Walk the streets. Talk to customers and vendors.
Partner with local consultants or insiders to gain real insight.

Entering blind leads to misfires. Entering informed gives you leverage.

🧭 2. Choose the Right Market for the Right Reason

Go where you have strategic alignment, not just excitement.

Is there demand for your product or service?
Can you deliver profitably and efficiently?
Is the market underserved or oversaturated?

Start with one market you can dominate, not ten you can dabble in.

🚀 3. Lead With Strength, Not Hesitation

You can’t enter a new market halfway. Make your presence felt.

Launch with clarity, confidence, and a compelling brand story.
Localize your messaging, but keep your brand DNA consistent.
Offer something bold — pricing, service, innovation, or speed.

Make your entry impossible to ignore.

🤝 4. Find Strategic Local Allies

Local partners can shortcut your learning curve and fast-track success.

Collaborate with local distributors, agencies, influencers, or sales reps.
Align with people who share your values and can open doors.

🏗️ 5. Build Infrastructure for Speed and Scale

Can you deliver quickly? Can you support growth?

Set up warehousing, fulfillment, or assembly hubs early.
Test logistics systems and local vendors before going wide.
Build processes that can handle scale without collapsing.

📊 6. Track Metrics That Matter

Focus on KPIs that reflect real progress:

Customer acquisition cost (CAC)
Lead conversion in the new market
Local brand awareness
Time to profitability

Adjust your strategy in real time based on data — not assumptions.

🔄 7. Adapt Relentlessly, But Don’t Lose Your Core

Listen to feedback. Adjust fast. But don’t abandon your brand identity. You’re entering new markets to grow — not to become unrecognizable.

✅ Final Thought:

Market expansion isn’t just about going wider — it’s about going deeper, faster, and smarter. Lead with purpose. Act with urgency. And back it all up with execution.

WHAT TO WATCH OUT FOR IN INTERNATIONAL MARKETS

Expanding into international markets can be transformative — but it’s also full of landmines if you don’t go in with eyes wide open.

Here’s a clear breakdown of what to watch out for in international markets to protect your time, capital, and reputation:

🌐 1. Regulatory Surprises

Every country has its own laws, permits, tariffs, and compliance hurdles.

Unexpected import/export duties can crush your margins
Labor laws, IP protection, and taxes vary drastically
Some countries require a local partner or office just to operate legally

Solution: Work with local legal counsel and government liaisons before committing resources.

💬 2. Cultural Misalignment

Just because something works in your home country doesn’t mean it’ll translate globally.

Messaging, product design, even colors and humor can miss the mark culturally
Business etiquette (negotiations, follow-ups, time expectations) differ widely
Don’t assume — ask, localize, and listen

Solution: Hire or consult with locals to review your brand and offerings through their lens.

⚙️ 3. Logistics and Supply Chain Breakdowns

International logistics is fragile and expensive if not done right.

Customs delays, unreliable shippers, poor infrastructure
Currency fluctuations and rising freight costs
Inventory stuck at ports = lost revenue

Solution: Build redundancy in your supply chain and partner with proven logistics experts.

💸 4. Currency and Economic Instability

Foreign exchange risk can erode profits overnight.

Inflation, devaluation, or payment delays are real risks in volatile markets
Political instability may impact your operations

Solution: Use currency hedging, set up local accounts, and monitor country risk indicators.

🧑‍💼 5. Weak or Unreliable Local Partners

Your success in international markets often depends on who you trust.

Poor partners can misrepresent your brand or mishandle finances
Lack of transparency or conflicting incentives can damage long-term goals

Solution: Vet partners thoroughly. Start small. Build trust gradually with clear contracts.

🔍 6. Underestimating Cost and Timeline

Expanding globally always takes more time and more money than you expect.

Legal setup, hiring, logistics, marketing, compliance — it adds up
Expect delays and build buffer time into your rollout plan

Solution: Over-budget and phase your entry, starting with a pilot before going all in.

✅ Final Word:

Going global is a power move — but only if you do it smart. Study the market, respect the culture, and build a foundation that’s agile, not rushed.