Scaling with Geography in Mind

Hi there, how’s your week been?

This week's edition is all about one word: Place, not just where you do business, but who you continue to serve, and how well you're positioned to reach them.

We’re diving into Principle 8 of our ScaleX Framework, sharing strategies to de-risk international expansion, lessons from scaling across borders, and the power of localising without losing your core.

Let’s get into it with:

3 scaling tactics.

2 leadership lessons.

1 reflection question.

3 Scaling Tactics

1. Think Global, Act Locally

Inspired by the Simple Scaling Book: Chapter 8: Place & Richard Harpin.

Most SME leaders dream of taking their business beyond their own borders, but international expansion isn’t just a matter of shipping your product overseas. It starts with strategy.

Where is the demand? What are the risks? What support can you lean on?

Don’t just go where the market looks big, go where your product fits, your message resonates, and your team can win.

The biggest mistake I see? Chasing every random enquiry without clarity or alignment to your Vision.

When Richard Harpin launched HomeServe in 1993, it was a niche UK-based utility service. Thirty years later, it had scaled to over 8.5 million customers across North America, Europe and Japan, and was acquired for £4.1 billion.

In our conversation, Richard revealed that each market entry was guided by deep local insight, understanding the pain points of homeowners in each region and adapting accordingly. He didn’t copy-paste a UK model; he customised it, scaling only what worked locally.

His advice for SME founders:

✅ Find a local champion or team on the ground.

✅ Test with micro-offers before major investment.

✅ Build a repeatable sales engine tailored to local buying behaviour.

“You don’t have to be a global giant to think globally. You just need a system and the will to experiment.”

Want to hear the full conversation? Search "ScaleX Insider Richard Harpin" wherever you listen to your podcasts.

2. Leverage the Experts in the Field

Inspired by Cynthia Dearin on ScaleX Insider.

Cynthia calls it the “clarity gap.”

Too many founders go into new markets without deeply understanding the rules of the game — from regulations to culture to cash flow constraints.

Her advice?

• Do a Place Readiness Audit before you expand.

• Map the regulatory, economic and cultural terrain.

• Build partnerships with local experts or distributors.

• And most importantly, stay close to your customer.

Want to know more? Search ScaleX Insider Cynthia Dearin wherever you listen to your podcasts.

3. Don’t Just Export…Localise

Inspired by my experience with global expansion.

When we scaled into new regions, we learned quickly that what worked in Northern Ireland didn’t always work in Germany or Singapore.

Every market has its language, its etiquette, and its pain points.

Place isn’t just a physical location, it’s a cultural context.

Scaling with Place in mind means being open to adapting your offer and customising your customer experience without compromising your values.

2 Leadership Lessons

1. Place Without People Is Just a Pin on a Map.

Inspired by the Simple Scaling Book.

Too often, leaders chase market share and expansion targets, forgetting that someone has to lead on the ground.

When you choose a new market, ask:

• Who’s leading the charge?

• Do they live and breathe our values?

• Are they equipped to build culture remotely?

The best leaders in new markets aren’t just salespeople, they’re culture carriers and often come from within initially and you build teams around them.

2. Fear of the Unknown Is Natural…But Not an Excuse.

Inspired by my first international deal.

I remember the nerves before signing our first deal in the Middle East. The red tape. The culture differences. The time zone challenges. The “what ifs.”

But I also remember the opportunity.

We created jobs, doubled our impact, and opened a door that led to a dozen more.

If fear is holding you back from going global, face it.

Clarity kills fear. Strategy converts it into growth.

1 Final Reflection Question

If someone handed you a perfect expansion opportunity tomorrow…

Would your business be ready to thrive there? Or just survive?

If this week’s newsletter sparked new thinking, I’d love it if you liked, shared, or commented to help others scale with Place in mind.

Take care and regardless of the location, let’s unlock limitless business…together.

Brendan