Industry leaders recently gathered in London for our ‘Transform & Thrive: Global Strategies for 2025’ event, an evening filled with vibrant discussions and networking. The event focused on the future of international growth and the strategies businesses need to succeed in a connected world.
With 2025 on the horizon, our expert panelists shared insightful anecdotes and practical advice. The conversation covered overcoming regulatory challenges, fostering cross-cultural collaboration and creating sustainable expansion strategies. These discussions provided valuable tools and knowledge to help businesses thrive in the competitive global marketplace.
In this blog post, we highlight the key takeaways and actionable strategies from this impactful event.
Expert insights from our industry visionaries
We were especially excited to welcome a lineup of distinguished speakers at ‘Transform & Thrive.’ These visionaries shared expertise on the forces expected to reshape business practices in 2025 and beyond:
- Michał Waszkiewicz, VP and Head of Marketing at Intralink
- James Tomlin, Enterprise Business Development at Jobbatical
- Merryn Roberts-Ward, CEO at ThinkGlobal HR
Together, they offered invaluable insights on the challenges and opportunities businesses face when entering new international markets.
Key themes for 2025
Balancing cost and strategy in expansion
The panel began by addressing the fundamental question: how do companies decide where and when to expand?
Panelists highlighted that modern expansion efforts are no longer about testing multiple markets simultaneously, as seen in the past. Today, businesses, especially venture-backed ones, must carefully measure costs and expected returns. The mantra of “doing your homework” resonated throughout the discussion. Panelists emphasized the need to evaluate market viability, regulatory landscapes and cultural compatibility before committing resources.
The costs of establishing a presence, ranging from payroll registrations to setting up local entities, vary significantly across countries. While non-resident payroll (NRP) setups can offer quick entry, forming a permanent entity comes with higher costs and long-term commitments.
Companies were encouraged to consider these various layers of complexity early in the decision-making process.
Immigration challenges and hidden costs
Immigration stands as a particularly complex aspect of global expansion.
The panel underscored the importance of understanding visa requirements, quotas and the long-term implications of relocating employees. One example discussed was the overlooked costs and risks associated with rental contracts for relocated employees, as seen in markets like Singapore. A misstep here may not only harm an employee but also damage a company’s reputation.
Panelists stressed that businesses must be aware of the local legal frameworks, including obligations tied to immigration and termination. Failing to navigate these challenges can result in financial penalties or reputational harm.
The takeaway was clear: thorough visa planning and compliance are non-negotiables.
Aligning HR strategies with business goals
Another key point of discussion revolved around the critical role of HR in global expansion.
The speakers highlighted that HR should be a core part of the conversation from the outset, prioritizing compliance, cultural alignment and effective talent management. Too often, HR becomes an afterthought. This leads to last-minute scrambles to address compliance issues or integrate acquired employees into the organization.
The panel shared stories of M&A deals faltering due to inadequate preparation on the HR front. For example, the inability to compliantly employ newly acquired staff, often ‘orphaned’ post-deal, is a deal-breaker for some transactions.
This drove home the message: businesses cannot operate without people – so HR must be at the strategic planning table.
Testing the waters: practical market entry strategies
Panelists advocated for a cautious and incremental approach to market entry. Instead of diving in with full-scale operations, companies were encouraged to conduct preliminary market tests. Visiting the target country, meeting potential clients and assessing the competitive landscape were suggested as essential first steps.
China was cited as an example of a market often perceived as too challenging due to geopolitics or regulatory hurdles. However, several panelists argued these fears are often overstated. Challenges can often be mitigated with proper research and local guidance.
Leveraging resources and expert support
Throughout the discussion, panelists emphasized the wealth of free and paid resources available to companies exploring global markets.
Government websites, for instance, often provide valuable insights into local regulations and business environments. However, their quality varies significantly by country. The Netherlands and Hong Kong, for instance, were praised for their accessible resources.
In addition, panelists recommended working with specialized organizations like GoGlobal and other market-entry experts. Local experts can help businesses navigate the most pressing complexities like compliance, immigration and recruitment. While free resources can provide a foundation, partnering with experts unlocks deeper insights and mitigates risks.
Actionable takeaways for organizations
- Do Your Homework: Businesses must invest time in understanding local regulations, cultural norms and market dynamics. This includes assessing permanent establishment risks, visa requirements and operational costs.
- Test Before You Commit: Start small. Engage in business development activities before establishing a formal presence. This approach helps validate the market potential and reduces upfront risks.
- Involve HR Early: Integrate HR into strategic planning from the beginning. This way, you can address compliance and talent management challenges effectively.
- Leverage Credible Resources: Use government resources, market reports and expert consultations to make informed decisions. Avoid relying on generic tools like AI for specialized tasks like immigration compliance.
- Plan for Contingencies: Prepare for hidden costs and potential setbacks, such as employee terminations or changes in regulatory requirements. Contingency planning can save significant time and money in the long run.
Final thoughts: thriving on the global stage
As the evening concluded, the panelists left the audience with one central message: thoughtful preparation and expert guidance are the cornerstones of successful global expansion. The challenges of entering new markets, from navigating immigration laws to aligning HR strategies, can seem daunting. With the right approach, however, they are surmountable.
For businesses eyeing international growth, our London event underscored the importance of strategic planning, cultural awareness and compliance. With these factors in place, companies can confidently expand into new markets, unlock opportunities and thrive on a global stage.
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