I’m often asked how the company I work for managed to successfully expand from Sub-Saharan Africa to Poland, a very different type of market, to say the least. It’s complicated but I can tell you one thing, we didn’t follow any existing playbook. Instead, we followed some basic rules of the road that I would recommend to all entrepreneurs who want to expand internationally: Understand your markets and customers If you don’t take the time to understand how countries differ from one another, it will be an uphill battle to launch your product. There are vast cultural differences that can…

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