The U.S. remains the single most desired market for startups around the world—and for good reason. With its vast customer base, innovation-friendly infrastructure, and deep capital markets, entering the U.S. can transform a company’s trajectory. But it’s also one of the most misunderstood and complex environments to break into.

At ABF Consulting, we’ve spent decades helping international startups find their footing in this market. We’ve seen what works—and more importantly, what doesn’t. If you’re considering U.S. expansion, here are some of the most common mistakes we see, and the strategies that set successful entrants apart.

Mistake #1: Underestimating Regional Differences

The U.S. is not a monolith. Founders often approach it as one uniform market, but in reality, it’s more like a continent made up of dozens of distinct startup ecosystems. What works in San Francisco won’t necessarily translate to Atlanta, Austin, or Chicago. Consumer behavior, investor expectations, and industry support networks can vary dramatically by region.

How to get it right:
Take the time to research which region best aligns with your industry, stage, and goals. Don’t default to the “usual suspects” without a clear rationale. Tap into local knowledge and partnerships to gain a nuanced view of where your company can thrive.

Mistake #2: Relying Too Heavily on Soft Landing Programs

Incubator or accelerator programs designed to support international startups are valuable—but they aren’t enough on their own. Some founders rely too heavily on these as their entry strategy, without building a long-term plan for customer development, hiring, and compliance.

How to get it right:
Use soft landing programs as a launchpad, not a crutch. Simultaneously build your go-to-market strategy, legal structure, sales pipeline, and local team capacity. A successful entry is sustained by more than a temporary desk or cohort.

Mistake #3: Ignoring Cultural Nuance in Sales and Fundraising

Pitching in the U.S. is different. Investor expectations, storytelling formats, and business etiquette all come with their own set of unspoken rules. Founders from other regions often struggle with being either too humble or too aggressive, too detailed or too vague.

How to get it right:
Invest in localized pitch coaching. Tailor your decks, messaging, and delivery to reflect the expectations of U.S. investors and customers. Leverage advisors who have walked this road before—and know how to translate your strengths into the local language of business.

Mistake #4: Delaying Critical Legal and Structural Decisions

Setting up your business entity, tax structure, and intellectual property protections are foundational steps—but many companies delay these until they’ve already landed clients or started hiring. That delay can create unnecessary risk and friction.

How to get it right:
Build your legal and structural foundation early. Work with cross-border advisors who understand both your home market and U.S. regulatory expectations. A misstep in formation can derail future funding or partnerships.

Mistake #5: Thinking Connections = Traction

Being introduced to investors, government agencies, or local partners is helpful—but introductions don’t equal success. Relationships are only valuable when backed by strategy, follow-through, and aligned goals.

How to get it right:
Have a plan for what you want from each meeting. Prepare with intention. Follow up with clarity. And most importantly, know that business development in the U.S. is a process, not a one-time pitch.

How ABF Helps You Avoid These Pitfalls

We don’t just hand you a checklist—we walk the road with you. ABF Consulting provides tailored U.S. market entry support that blends strategic planning, local insight, and decades of experience helping companies succeed here. From pitch refinement to government introductions to site selection, we ensure that every decision you make aligns with your long-term growth.

Expanding into the U.S. is a big step—but with the right approach, it can be your smartest one. Let’s make it count.