Expanding internationally is one of the fastest ways to scale. But most U.S. companies don’t do it. Why? Because global expansion sounds complicated. Different laws, different business cultures, different ways of doing things—it can be overwhelming.
But here’s the truth: if you only focus on the U.S. market, you could be leaving money on the table. International markets are hungry for autonomous technologies. The companies that figure out how to move first will have a major advantage. The key to success can be found in strategic partnerships, to align with the right players on the ground so you’re not doing it alone.
This article breaks down exactly how to expand globally, step by step. From understanding regulations to leveraging U.S. government resources, here’s how to make international expansion work for your business.
Why Global Expansion is Easier Than You Think
Many companies hesitate to go global because they assume they need massive budgets and entire legal teams just to get started. That’s a myth because:
- The demand is there. International governments and enterprises are actively searching for advanced autonomous solutions, especially in logistics, defense and transportation.
- You don’t have to do it alone. With the right local partners, you get instant access to networks, customers and regulatory shortcuts.
- There’s government support. The U.S. government has dedicated programs (like the Gold Key Service) to help U.S. companies find international partners and navigate foreign markets (more on this later).
Getting Started In 5 Easy Steps
At the 2025 XPONENTIAL Europe, I saw firsthand how international markets are not just open to autonomous tech—they’re actively seeking solutions. Companies from all over the world showcased cutting-edge robotics, AI-driven transportation and drone applications. This reinforced that global expansion is not just possible, but absolutely necessary for companies looking to scale. Many U.S. companies I spoke with were already forming international partnerships and tapping into new markets that are eager for innovation. Here’s how they – and you – can forge those alliances now.
Step 1: Define Your Market and Find the Right Entry Point
Going global doesn’t mean going everywhere. You need to pick your market strategically.
One mistake companies make is assuming their solution will fit seamlessly into any market. Remember this mantra: local solutions for local problems. Don’t approach global expansion as if you’re bringing the ultimate fix. Instead, take time to learn from people already in the space—government agencies, business leaders, and industry professionals. Here are a few tips to help you choose the right country for your business:
- Look for high demand. Where is your technology solving the biggest problems? What challenges are they actually facing? What solutions already exist? If you try to force-fit your technology without considering cultural, economic, or logistical realities, you’ll struggle to gain traction. For example, in Africa, drone delivery is booming because of limited road infrastructure. In Europe, strict emissions laws are pushing companies toward autonomous electric transport.
- Check regulatory barriers. Some countries are welcoming to foreign businesses, while others have strict local ownership laws. Look at licensing requirements, tax laws, and trade agreements before committing.
- Assess business culture. Selling autonomous solutions in Japan is very different from selling in Brazil. Understanding how deals are made in each market can be the difference between success and failure.
Once you identify your best market, it’s time to find the right partners.
Step 2: Find Strategic Partners Who Can Open Doors
Trying to build an international presence without local partners is like trying to drive in a foreign country (ok – drive anywhere!) with no GPS. You might eventually figure it out, but you’ll waste a ton of time and money along the way.
Instead, you need local companies that can handle distribution and logistics, navigate local regulations, introduce you to key decision-makers and help you build trust in the market. But where can you find these partners?
- Industry Trade Shows & Conferences – Events like CES, Autonomy Paris and Commercial UAV Expo are filled with potential international partners.
- U.S. Commercial Service’s Gold Key Service – This is a game-changer. For a fee, the U.S. government will personally introduce you to pre-vetted business contacts in your target market. (More on this below.)
- Local Business Chambers – Many countries have American chambers of commerce (AmCham) that can help U.S. businesses connect with local industry leaders.
- LinkedIn & Industry Networks – Start networking with professionals in your target market and set up exploratory calls.
Finding a potential partner is one thing; determining they are the right fit is another. Take the time to vet them. A bad partner can cost you more than not expanding at all. Before signing any agreements, research their reputation, track record and financial health. Look for past clients, verify references, and check if they’ve successfully worked with U.S. companies before. Be cautious of any partner that asks for upfront fees without a clear deliverable. Finally, set clear expectations early, in terms of who’s responsible for what, how revenue will be shared and what happens if things don’t work out. Once you do that, you can start getting to work together.
Step 3: Navigate Foreign Regulations Without Getting Stuck
To start that work, one of the first things to nail down is the regulatory environment of the country. Every country has its own rules for foreign companies. Some make it easy to set up shop, while others make it a bureaucratic nightmare. To avoid getting caught in regulatory quicksand:
- Understand Business Registration Requirements – Some markets require a local entity, while others let you sell through partners without setting up a local office.
- Check Intellectual Property (IP) Protections – Some countries are notorious for weak IP enforcement. Make sure your patents and trademarks are protected before entering the market.
- Get Expert Help – Hiring an international business attorney or a specialized consultant can help you avoid legal headaches.
Want to make this process even easier? That’s where the Gold Key Service comes in.
Step 4: Use the U.S. Government’s Gold Key Service to Unlock New Markets
The Gold Key Service is one of the best-kept secrets for U.S. companies looking to expand. Gold Key is a program run by the U.S. Commercial Service that connects U.S. companies with vetted foreign partners, distributors, and customers.
Here’s how it works: You specify your target market, and they arrange customized introductions and in-person meetings with key contacts. Fees range from $950 for small companies to $3,400 for large companies, depending on the market and level of service. This service is worth it because it helps you avoid bad deals, navigate regulations, and get face-to-face with decision-makers much faster than if you were doing it alone. As a practical matter, to leverage this program, you need to:
- Find your local U.S. Commercial Service office – The program is managed through regional trade offices. Look up your closest office here.
- Schedule a consultation – Speak with a trade specialist to assess whether your company is a good fit for the program.
- Apply for the service – Submit an application, outline your target market, and start getting connected with potential partners.
Skeptical about a government program that is “here to help”? Here is a success story. SoundThinking (formerly ShotSpotter), a Silicon Valley-based public safety technology company that delivers AI- and data-driven solutions for law enforcement, landed a pretty big deal recently. With support from the U.S. Commercial Service, SoundThinking successfully finalized a multi-million dollar contract with the Uruguayan Ministry of Interior, which has since been extended to include additional areas of coverage.
Taking advantage of programs like this can significantly reduce the time and effort needed to expand globally, making it one of the most valuable resources for U.S. tech companies looking to break into international markets.
Step 5: Secure Your First International Deal
Once you’ve identified a market, found partners and navigated regulations, the next step is to close your first international deal. Making this happen will require a few things:
- Offer a localized solution – A one-size-fits-all approach won’t work. Tailor your offer to the specific challenges and expectations of the market. This could mean adjusting pricing, modifying product features, or even rebranding to align with cultural preferences. For example, in some regions, buyers prioritize long-term relationships over immediate return on investment. In such cases, emphasizing ongoing support may be key to sealing the deal.
- Leverage government relationships – In many countries, government backing adds a layer of trust and credibility. Highlighting your work with the U.S. Commercial Service or other trade programs can open doors that would otherwise take years to access.
- Be patient but persistent – International sales cycles are longer than those in the U.S. Companies often need multiple meetings before making a decision. Stay engaged, provide value at every stage and focus on building trust rather than pushing for a quick sale.
Once you land that first deal, you will undoubtedly gain momentum. That early success becomes a powerful case study to secure even bigger opportunities in your new international market.
In a Nutshell: Better Together
International expansion isn’t as complicated as it seems. The key is not going at it alone. With the right partners, government support, and a solid entry strategy, U.S. companies in the autonomous tech space can tap into massive global opportunities.
If you’re serious about going international, start small. Pick one market, leverage the Gold Key Service, and start building relationships.
Because the companies that move first will be the ones dominating the global stage. Will it be yours?
By: Eno Umoh