Can You Cater to a Global Audience? Prepare Your Small Business for the Bigger Stage

Ring Central Blog


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5 min read

There’s a misconception that you have to have a large business to be able to cater to a global audience. That’s far from being true.

While big companies do have the advantage of having more resources for launching a global campaign, a smaller business still has opportunities to get a slice of the global pie.

It’s already happening.

According to a 2016 USForex Survey, about 96% of the small- and medium-scale companies who responded are confident about taking their business abroad. In fact, more than half (58%) already have international patrons, and about half have suppliers and vendors outside the US.

This shows that small businesses no longer have to limit themselves to their local market.

Yes, exploring the global market will be a challenge and it will not be easy. But with the right tools and strategy, it definitely can be done.

You just need to play your cards right.

Where to begin though?

How do you go from a small business catering to a defined US market to an organization with reach across the globe?

These tips on preparing your small business for the bigger, global stage can give you a clearer path for exploring international markets.


Start small

Going global doesn’t mean you should go out there and conquer the whole world immediately. Like a good general, you need to identify the country or city where you’ll have immediate success and start there.

You can start small by researching which countries have a strong interest in your product or offering. After that, study the feasibility of establishing your business there by looking at the market, including possible competitors (like you did with your local market). Consider the possibility that the market may already be saturated with similar offerings and be ready to back down.

But if there is a strong chance that you can do well in the market, then go for it.


Know the countries and cities you plan to expand to.

Once you identify the country and specific city or cities you want to enter, you need to expand your research beyond your target market.

[tweetshare tweet=”Make sure that your marketing and sales strategy does not only conform to the law but is also sensitive to the culture and beliefs of the market you are trying to win over.” username=””]

Make sure that your marketing and sales strategy does not only conform to the law but is also sensitive to the culture and beliefs of the market you are trying to win over

Work with local third parties.

Establishing your presence independently in another country can be very daunting. Fortunately, you don’t have to go at it alone.

[tweetshare tweet=”By tapping the locals, you ease some of the pressure that comes with the effort of capturing a foreign market.” username=””]You have different options for working with established local entities within the international market you’re targeting including:

By tapping the locals, you ease some of the pressure that comes with the effort of capturing a foreign market.

Maximize the internet.

Create a website that people around the world can access. It will be the face of your business, so make sure you choose the right domain name and create content that not only describes what you’re offering but also who you are as a company. Here other things you need to do:

You can also research other digital and online marketing tactics. They usually don’t cost as much as traditional marketing and give you a very wide reach at the same time.

Internet is the great equalizer

Maximize the Internet to even the global playing field

The internet is the great equalizer in the global arena. In the world wide web, it doesn’t matter if you’re a large or small business. It’s accessible to everyone. Whoever maximizes the use of the internet wins.


Equip your company with cloud technology.

Cloud technology is the best tool for companies looking to expand to a global market.

Start with RingCentral. Aside from a robust communications solution, it also lets you establish presence in another country through international phone numbers. This allows your company to use a local number from that country even if you are in the US.

From there, you can add a variety of cloud-based services for other business needs. RingCentral has integrations to some of the most popular business cloud applications, including Box or Dropbox™ for file storage, Microsoft 365™ and Google for Work for office productivity, and more.

The best part is that a single account for each cloud service is enough to unite multiple locations and a distributed workforce from around the word.


With internet and cloud services readily available for all, going global is no longer just a dream. When you use them with the right preparation and strategy, you’ll find your product and/or service being sold in the international market in no time.


Do you have other tips you can share about how a small business can go global? Sound off in the comments section.

Originally published Mar 28, 2018, updated Aug 29, 2020

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