What Founders need to know before expanding to the US.

by Sims Tullos 28 April 2026

For many foreign companies with international ambitions, the United States feels like the obvious next step. The scale of the market, the access to capital and sheer volume of potential customers make it hard to ignore for growing businesses. But in my experience working with European companies making that move, the difference between a smooth expansion and a frustrating one rarely comes down to the opportunity itself. It comes down to preparation. With a strong Irish delegation heading to this year's SelectUSA Investment Summit, and conversations with ambitious Founders happening every week, I want to share a few practical realities worth keeping in mind before you take the plunge.

One of the biggest misconceptions about expanding into the US is treating it as a single market. In reality, the country functions more like 50 distinct business environments under one federal umbrella, each with its own regulatory, tax and employment frameworks. In some cases, these differences can even extend to the city or municipal level. Rules around business registration, taxation, employment law and compliance can vary significantly depending on where you establish operations. What works in one state may look very different in another.

For Founders, this means that choosing where to establish your first US foothold should be a strategic decision, not just the quickest or most familiar option. Where you incorporate, hire employees or build your initial customer base can shape how your expansion unfolds over time.

Another question Founders often underestimate is timing. Expanding too early can drain resources and pull focus away from the momentum you have built at home. Waiting too long can mean missed opportunities. Neither extreme serves you well. Before committing, I would encourage leadership teams to have an honest conversation around a few key questions:

• Do we already have traction in the US, such as leads, pilot customers or early revenue?

• Where are our potential customers located geographically?

• Are we planning to hire locally, relocate team members or support the market remotely at first?

• Do we have a clear go-to-market strategy for the US?

• Is our budget and runway aligned with the costs of hiring, travel, compliance and operational infrastructure?

The companies that tend to do well approach US expansion as a deliberate growth strategy, not a reaction to momentum or investor pressure. Clarity on these questions upfront makes an enormous difference.

Another area that often surprises Founders is the fully loaded cost of employing people in the United States. While salary is the most visible component, employers must also consider payroll taxes, insurance requirements and the expectations around employee benefits. Healthcare is one of the most significant factors. Unlike in other European markets, there's no universal public system to fall back on. Employer-sponsored health coverage is widely expected by candidates, and it plays a real role in your ability to attract and retain good people. When companies plan their first hires, understanding the true employment cost, beyond base salary, is critical for budgeting and long-term planning.

Every company’s expansion journey is different, but there are a few patterns that appear again and again:

For all the complexity, the opportunity is genuine. The businesses that succeed are typically those that take the time upfront to understand the operational realities on the ground. With the right preparation, a clear strategy and experienced guidance, expanding across the Atlantic can be one of the best decisions you make.