Most foreign companies who have entered the North American market have failed to reach their set goals. Most business plans are overly optimistic to begin with, almost everything takes longer than expected, nervous investors enforce one or even several strategy changes during the course of the project, leaving confused customers behind and making things drag out even longer (see also "existing reservations").

The truth is: With a good product (line) and the right approach and attitude (on both sides of the Atlantic), your investment into the North American market will pay off within three to five years, depending on lots of factors.

All attempts we've seen to either make this process work faster than possible or make this process work with a reduced investment just to test the waters first, have resulted in making it drag out even further or make it fail altogether.

The solution is to enter the market early in the game. Do not wait until you need the quick result. Plan for the abovementioned ROI and find an approach to the market that minimizes your capital needs on the way.

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