Developing internationally is often perceived as a project requiring colossal means. However, some French companies manage to win in new markets without mobilizing disproportionate budgets. They put on agile strategies and intelligently exploited resources, in particular by limiting too risky investments. A methodical approach and good knowledge of the market make it possible to bypass financial barriers and to maximize opportunities without exposing themselves to excessive costs.
Bet on digital for an effective presence
Before investing in physical implantation, it is possible to test a foreign market based on digital tools. This is how the brand of natural cosmetics was developed abroad without opening physical shops. Thanks to social networks and marketplaces like Amazon or Sephora, the company was able to touch customers in Germany and Spain before even structuring itself locally. This approach makes it possible to assess demand and adjust the supply of no excessive costs, while benefiting from a direct return from consumers.
Online advertising campaigns when they are well targeted, also offer a much faster return on investment than traditional communication. By adapting its message to the cultural and linguistic specificities of the targeted country, a brand can capture attention without having to finance expensive campaigns in display or in local press. In addition, digital advertising formats make it possible to test different messages and measure their impact in real time, thus optimizing each euro invested.
Rely on local partners
Loving strategic alliances provides access to a foreign market without having to build everything from scratch. French companies that succeed internationally often look for distributors or franchisees to reduce their implantation costs. It is the strategy adopted by Michel and Augustin, which entered the American market based on partnerships with Starbucks and Whole Foods. Rather than opening its own shops, the brand has bet on the distribution in points of sale already well established.
The use of local incubators and support structures is also a powerful lever. French Tech, which has branches in several countries, helps many French startups to develop by facilitating connections with investors and local partners. This type of network offers a secure framework to explore a new market, benefits from expert advice and avoids certain expensive errors related to poorly prepared installation.
Exploit word of mouth and influence marketing
One of the means that cost the least to make itself known abroad remains digital. Brands like the French Slip or Sézane have built their notoriety internationally by collaborating with local influencers. Rather than investing massively in advertising, they have bet on ambassadors capable of generating a real connection with their community. This strategy not only makes it possible to reach a targeted audience, but also to inspire confidence by relying on influential personalities from the country.
This approach is particularly effective in the fashion, design and high-end products sectors. By seeing products to be tested to creators of influential content, a company can receive an audience engaged without supporting the costs of a classic marketing campaign. In addition, consumers are more inclined today to trust the recommendations of their pairs than to traditional advertisements, which further strengthens the impact of influence marketing.
Adopt a “Test and Learn” approach
Speating millions for direct location without knowing the market is a frequent error. Conversely, companies that succeed internationally favor a progressive approach. They often start by testing their products online or via ephemeral events before making more engaging decisions.
The Made.com furniture brand has thus tested its European expansion by organizing temporary showrooms in several cities before opening permanent offices. This approach made it possible to assess the interest of consumers and to adapt the offer according to local expectations. Testing an offer limited makes it possible to identify the necessary adjustments and to avoid costly errors linked to too fast expansion.
Some companies go even further by launching limited editions of their products on a new market in order to analyze the public reaction. This type of strategy reduces financial risks while offering precious lessons to refine offer and communication.
Transform constraints into opportunities
The lack of budget is not an obstacle, but an incentive to innovate. Some companies transform their financial constraint into an asset by focusing on alternative economic models. This is the case of Jimmy Fairly, which has conquered several European markets by adopting a direct sales model to consumers, thus causing the margins of traditional distributors.
Other companies choose to pool their resources with partners sharing the same ambitions. Some French startups working in tech or fashion combine to organize common pop-up blinds abroad, thus lead to costs and improve their visibility.
The key to a successful expansion at a lower cost lies in flexibility and the ability to intelligently exploit the available resources.
