As a Founder of a B2B SaaS company in the Benelux region, chances are you have already experienced the excitement and challenges of scaling your business. But expanding beyond the borders of your home market presents a whole new set of opportunities—and risks. Having lived and worked in countries like the Netherlands, Bulgaria, Germany, Luxembourg, Poland, USA and Spain, I've seen firsthand the common misconceptions that can challenge even the most seasoned Founders when it comes to international growth.
At Amesto Global, we've helped companies navigate this journey, and I'm here to share some insights into what often gets overlooked.
Misconception #1: "What works at home will work abroad."
This is perhaps the most common misconception among Founders. A SaaS solution that fits perfectly within your home market may not necessarily translate seamlessly into new territories. Regulations, customer expectations and business environments vary widely. For instance, a SaaS company using a popular accounting software in the Netherlands might be used to operating under the country’s specific reporting and compliance requirements. But when you expand into Germany or Spain, you may find much stricter local compliance laws or different data hosting rules that can directly affect how your finance framework operates.
Our recent work with a Nordic SaaS company highlighted these exact challenges. As they expanded into four new European countries, their lack of local statutory compliance knowledge and inconsistent ERP systems across regions started to create operational headaches. We helped them choose the best ERP system and ensured they met all local statutory requirements. These adjustments made a world of difference, allowing them to scale without running into legal or operational roadblocks.
Misconception #2: "One-size-fits-all solutions are efficient and cost-effective."
Many Founders believe that they can implement a single operational strategy across all countries to save on costs. This one-size-fits-all mindset, however, can be more costly in the long run. Each market has nuances—cultural, legal and operational—that require tailored solutions.
In my experience, companies are often unprepared for the complexity that comes with managing payroll, taxes and compliance across different jurisdictions. A client may be thriving in the Netherlands, but as soon as they attempt to expand into the US or the UK, they encounter issues that slow down their entire operation. That’s why, at Amesto Global, we advocate for an informed and bespoke approach to international expansion. Start small, pilot in one or two markets, and then expand as you learn and adjust your processes.
Misconception #3: "We can manage everything internally."
Founders often assume they can handle international operations using their internal team. While that may work in the beginning, scaling to multiple countries involves a lot more than just selling a product. You’re also dealing with multi-country payroll, local HR administration, complex tax laws and financial reporting requirements. These elements can be overwhelming if not managed properly, especially for fast-growing companies.
Our Partner-led model at Amesto Global is designed to function as an extension of your team, providing expertise and hands-on support in every market. In the case of the Nordic SaaS company, they started with us managing payroll for just one country. As we built trust and streamlined operations, we gradually took on their multi-country payroll processing, HR administration, accounting & financial reporting across multiple jurisdictions. This allowed their leadership team to focus on core business growth, rather than being bogged down by administrative headaches.
Misconception #4: "Local presence isn’t necessary."
In a world dominated by cloud-based software and digital communication, many Founders underestimate the value of having a local presence in their target markets. Yes, SaaS companies are inherently borderless, but this doesn't mean you can ignore the importance of local expertise, particularly when navigating statutory requirements or establishing trust with clients and partners.
In my years working across Europe and the US, I’ve seen time and time again that having someone on the ground who understands local regulations, culture and language can make or break your success in a new market. This is why we ensure that each of our clients has a dedicated, local point-of-contact in every market we operate in, reducing the risk of miscommunication or cultural barriers slowing down the expansion process.
Conclusion: Plan for the long term, not just the next quarter.
The rush to grow and capture new markets can often blind Founders to the importance of strategic planning. International expansion is not just about hitting growth targets for the next quarter. It’s about setting the foundation for sustainable, long-term success.
As we prepare for the upcoming SaaSiest conference in Amsterdam, I encourage all Founders to think critically about their expansion strategies. Whether you’re looking to expand into Europe, the US or beyond, make sure your operations are set up to adapt to the unique challenges of each market. By doing so, you’ll avoid many of the pitfalls that derail promising companies.
At Amesto Global, we’ve been helping SaaS companies expand their operations successfully across borders for years, offering local expertise with a global perspective. We are here to provide insights and support to help companies effectively manage the complexities of international growth.
