So your waitlist is doing great in your home market. Time to go global, right?
Hold up. International expansion for waitlists isn't just about translating your landing page and hoping for the best. Do it wrong and you'll waste money, confuse people, and maybe even offend entire markets.
But do it right? You can tap into markets with less competition, higher engagement, and customers who are more loyal than anywhere else.
Here's what we've learned from watching hundreds of companies expand their waitlists internationally.
Why Most Companies Get This Wrong
The biggest mistake is thinking your domestic success will automatically translate globally. It won't.
Different problems: What keeps Americans up at night might not even register in Japan.
Different trust signals: A Harvard MBA founder might impress Silicon Valley, but European customers might care more about your privacy policy.
Different platforms: Everyone's on Facebook in the US. In China? Good luck with that.
Different regulations: That email sequence that works great in California could get you fined in Germany.
The companies that succeed internationally know they're not just expanding a product—they're adapting a concept.
The Smart Way to Go Global
1. Research First, Build Second
Before you translate a single word, figure out if your problem even exists in your target market.
Uber assumed people everywhere wanted to replace taxis. Turns out, in many Asian markets, existing ride-sharing services were already working great, and users cared more about local integrations than the Uber brand.
Questions to ask:
- Do people in this market experience the problem we solve?
- How do they currently solve it?
- What would make them switch to something new?
- Who do they trust for recommendations?
Spend a few weeks on forums, social media, and talking to people in your target market before building anything.
2. Adapt Your Message, Don't Just Translate It
Direct translation is often worse than English. You need to adapt your entire positioning.
Example: A productivity tool's US messaging: "Move fast and get more done!"
German market: "Precise tools for organized workflows"
Japanese market: "Collaborative productivity for team harmony"
The product is the same, but the appeal is completely different.
Cultural considerations:
- Germany: Emphasize security, precision, and long-term value
- Japan: Focus on group benefits and social harmony
- Brazil: Highlight relationships and community aspects
- India: Lead with value and practical benefits
3. Pick Your Platforms Carefully
Where you promote your waitlist matters more than how you promote it.
Platform preferences by region:
- China: WeChat, Weibo, Xiaohongshu (forget about Facebook/Twitter)
- Europe: LinkedIn for B2B, Instagram for B2C, plus local forums
- Latin America: WhatsApp is huge, Facebook still strong
- India: WhatsApp, Instagram, plus local platforms
Don't assume global platforms work everywhere. Do your research.
4. Start Small and Learn
Pick one market and get it right before expanding to five markets at once.
The smart approach:
- Choose your most similar market first (easier to adapt)
- Run a small test campaign
- Learn what works and what doesn't
- Refine your approach
- Scale up in that market
- Use those learnings for the next market
Notion did this well. They started with English-speaking markets, then expanded to Europe, then Asia. Each expansion taught them something they used for the next one.
Common Mistakes That Will Embarrass You
Ignoring local holidays and events: Launching during Ramadan in Muslim countries or Chinese New Year is not ideal timing.
Currency confusion: If you're asking for payment info, make sure you handle local currencies properly.
Time zone blindness: Sending emails at 3 AM local time is not a great first impression.
Cultural tone deafness: McDonald's "I'm Lovin' It" campaign had to be adapted in many markets because direct translation sounded weird or inappropriate.
Legal ignorance: GDPR in Europe isn't just a suggestion. Get it wrong and you could face serious fines.
What Actually Works
Clubhouse expanded globally by partnering with local influencers and celebrities. They didn't try to educate markets about audio social networking—they found people who already had audiences and let them introduce the concept.
Revolut expanded across Europe by emphasizing different benefits in each market. In Germany: security and transparency. In France: innovation and design. In Eastern Europe: cost savings and convenience.
Discord grew in Asia by embracing local gaming communities rather than trying to convert them to Western gaming culture.
The Practical Steps
Phase 1: Market Research (Week 1-2)
- Survey potential users in your target market
- Study local competitors
- Research cultural preferences and trust signals
- Check legal requirements (privacy laws, etc.)
Phase 2: Localization (Week 3-4)
- Adapt (don't just translate) your core messaging
- Create culturally appropriate visuals
- Set up proper analytics and tracking
- Prepare customer support in local languages
Phase 3: Soft Launch (Week 5-6)
- Start with a small budget and audience
- Test different messages and see what resonates
- Monitor metrics closely
- Get feedback from early users
Phase 4: Scale or Pivot (Week 7+)
- If it's working, scale up your efforts
- If not, figure out what needs to change
- Use learnings to refine your approach
Measuring Success Internationally
Don't just look at signup numbers. International markets might convert differently.
Metrics that matter:
- Engagement quality: Are people actually interested, or just politely signing up?
- Referral rates: Do people share your waitlist with friends?
- Feedback quality: Are you getting useful insights from this market?
- Cultural fit signals: Do your messages resonate, or do they fall flat?
Sometimes a smaller, more engaged audience is better than a large, disinterested one.
Getting Started
If you're ready to expand internationally:
- Pick your first market: Choose based on cultural similarity, not just market size
- Do real research: Talk to actual people, don't just read reports
- Start small: Better to succeed in one market than fail in five
- Be patient: International expansion takes longer than domestic growth
- Stay flexible: Be ready to change your approach based on what you learn
Remember, going global isn't about adding markets—it's about serving different communities with the same care you serve your home market.
The companies that get this right don't just expand their revenue. They build global brands that people genuinely love.
