Thinking of Expanding Overseas? Here’s How to Know If You’re Ready — And What to Do Next
Thinking of Expanding Overseas? Here’s How to Know If You’re Ready — And What to Do Next
Expanding into a new market sounds sexy — until you’re dealing with 3PL nightmares, timezone support, and ad campaigns that land with a thud. At Filament, we’ve seen too many founders rush into overseas markets chasing growth, only to realise too late: expansion multiplies everything — both the good and the broken If you’re thinking about going global, here’s how to do it with intention (and traction).
Is It the Right Time to Expand Overseas?
Let’s start with the hard questions:
Is It the Right Time to Expand Overseas?
Let’s start with the hard questions:
Are you actually ready — or just bored?
Are you actually ready — or just bored?
Is your brand profitable? Or are you still figuring things out locally?
Is your brand profitable? Or are you still figuring things out locally?
Who’s going to own the expansion? If your team’s already stretched thin, this isn’t a side project.
Who’s going to own the expansion? If your team’s already stretched thin, this isn’t a side project.
Going overseas isn't just a marketing play. It’s an ops challenge. It means new logistics, new customer behavior, and often, new regulations.
If your foundation isn’t solid, you’re better off optimizing for depth before chasing width.
Going overseas isn't just a marketing play. It’s an ops challenge. It means new logistics, new customer behavior, and often, new regulations.
If your foundation isn’t solid, you’re better off optimizing for depth before chasing width.
How to Research Demand in a New Market
This is where most brands wing it — and that’s where things go sideways.
Instead of guessing, validate demand like a scientist:
How to Research Demand in a New Market
This is where most brands wing it — and that’s where things go sideways.
Instead of guessing, validate demand like a scientist:
Use Particl (code: Filament for 20% off your first month) to analyze what’s trending in your category globally. See what’s selling, how it’s priced, and how customers are reacting.
Use Particl (code: Filament for 20% off your first month) to analyze what’s trending in your category globally. See what’s selling, how it’s priced, and how customers are reacting.
Dive into Google Trends, Amazon reviews, TikTok comments — real behavior > assumptions.
Dive into Google Trends, Amazon reviews, TikTok comments — real behavior > assumptions.
Talk to actual humans. Interview potential customers, or ask local creators what’s landing in their region.
Talk to actual humans. Interview potential customers, or ask local creators what’s landing in their region.
If you already have international traffic, analyze what products those users are engaging with.
If you already have international traffic, analyze what products those users are engaging with.
It’s not just about “is there a market?” — it’s about what’s your angle in that market?
It’s not just about “is there a market?” — it’s about what’s your angle in that market?
How to Run a Low-Risk Pilot Test
You don’t need a full-blown warehouse and agency team to get started.
Start scrappy:
How to Run a Low-Risk Pilot Test
You don’t need a full-blown warehouse and agency team to get started.
Start scrappy:
Launch a Shopify landing page geo-targeted to your new market.
Launch a Shopify landing page geo-targeted to your new market.
Run $200 test ads on TikTok or Meta to gauge interest.
Run $200 test ads on TikTok or Meta to gauge interest.
Work with a micro-influencer or creator in that country to get feedback.
Work with a micro-influencer or creator in that country to get feedback.
Test pre-orders, bundles, or digital drops — anything to measure actual intent.
Test pre-orders, bundles, or digital drops — anything to measure actual intent.
One client of ours pre-sold S$2,000 worth of stock before even unlocking cross-border logistics — all through targeted ads and a waitlist.
You don’t need a perfect launch. You just need proof of life.
One client of ours pre-sold S$2,000 worth of stock before even unlocking cross-border logistics — all through targeted ads and a waitlist.
You don’t need a perfect launch. You just need proof of life.
Stand Out with Localised Branding & Marketing
A common mistake: copying what worked at home and expecting it to translate.
It doesn’t.
Take Liquid Death — they turned canned water into a $700M brand by branding it like a punk rock lifestyle. Their tone, visuals, and even merch all scream rebellion. If they had launched with “hydration is important,” they’d be just another bottle on the shelf.
Poppi, the prebiotic soda, used a completely different playbook: aesthetic overload, bright cans, pastel vibes, and influencer-driven storytelling. It works because it feels like it belongs in an L.A. Whole Foods or a TikTok shelfie.
The lesson: branding isn’t global — it’s contextual.
If you're entering a new region:
Stand Out with Localised Branding & Marketing
A common mistake: copying what worked at home and expecting it to translate.
It doesn’t.
Take Liquid Death — they turned canned water into a $700M brand by branding it like a punk rock lifestyle. Their tone, visuals, and even merch all scream rebellion. If they had launched with “hydration is important,” they’d be just another bottle on the shelf.
Poppi, the prebiotic soda, used a completely different playbook: aesthetic overload, bright cans, pastel vibes, and influencer-driven storytelling. It works because it feels like it belongs in an L.A. Whole Foods or a TikTok shelfie.
The lesson: branding isn’t global — it’s contextual.
If you're entering a new region:
Rethink your brand story through a local lens.
Rethink your brand story through a local lens.
Avoid buzzwords or visuals that don’t translate.
Avoid buzzwords or visuals that don’t translate.
Consider your packaging, flavors, and even your name.
Consider your packaging, flavors, and even your name.
Trademarking, Distribution & Legal Protection
This is where many brands hit unexpected walls — and it's not always about marketing.
If you're eyeing the US, you need to think beyond product-market fit:
Trademarking, Distribution & Legal Protection
This is where many brands hit unexpected walls — and it's not always about marketing.
If you're eyeing the US, you need to think beyond product-market fit:
File your trademark early. The US has a first-to-file system. If someone files before you — even if you’ve been using the brand elsewhere — you could lose the right to use your own name.
File your trademark early. The US has a first-to-file system. If someone files before you — even if you’ve been using the brand elsewhere — you could lose the right to use your own name.
Work with a US-based IP attorney. A Singapore-registered trademark won’t protect you overseas.
Work with a US-based IP attorney. A Singapore-registered trademark won’t protect you overseas.
If you’re using distributors, make sure contracts clearly outline territory, pricing, minimum performance, and IP usage rights.
If you’re using distributors, make sure contracts clearly outline territory, pricing, minimum performance, and IP usage rights.
📉 And here's where many overlook the fine print:
The US recently announced new tariffs on Chinese-made goods — including EVs, batteries, semiconductors, and some medical products. If your product (or packaging) is manufactured in China, you may be hit with increased import duties overnight.
Case in point:
📉 And here's where many overlook the fine print:
The US recently announced new tariffs on Chinese-made goods — including EVs, batteries, semiconductors, and some medical products. If your product (or packaging) is manufactured in China, you may be hit with increased import duties overnight.
Case in point:
Shein and Temu have both come under US scrutiny for exploiting trade loopholes.
Shein and Temu have both come under US scrutiny for exploiting trade loopholes.
Dyson air purifiers and Chinese solar panels have seen sudden tariff hikes that completely reshaped pricing strategy.
Dyson air purifiers and Chinese solar panels have seen sudden tariff hikes that completely reshaped pricing strategy.
Even if you’re not in those industries, it’s a clear reminder: global expansion isn’t just about customers — it’s about compliance.
Even if you’re not in those industries, it’s a clear reminder: global expansion isn’t just about customers — it’s about compliance.
For Singapore Brands: Tap into the MRA Grant
If you’re a Singapore-registered business, don’t sleep on this.
The Market Readiness Assistance (MRA) Grant by Enterprise Singapore covers up to 70% of eligible overseas expansion costs — capped at S$100,000 per new market.
You can use it for:
For Singapore Brands: Tap into the MRA Grant
If you’re a Singapore-registered business, don’t sleep on this.
The Market Readiness Assistance (MRA) Grant by Enterprise Singapore covers up to 70% of eligible overseas expansion costs — capped at S$100,000 per new market.
You can use it for:
Overseas marketing campaigns
Overseas marketing campaigns
Market entry advisory and consultants (yes, that includes Filament 😉)
Market entry advisory and consultants (yes, that includes Filament 😉)
Legal, branding, and business development support
Legal, branding, and business development support
To qualify:
To qualify:
Your business must be registered in Singapore with at least 30% local shareholding
Your business must be registered in Singapore with at least 30% local shareholding
Annual turnover must be < S$100 million
Annual turnover must be < S$100 million
You haven’t generated significant revenue in the new market yet
You haven’t generated significant revenue in the new market yet
We’ve helped multiple brands navigate the application and use their budget smartly — from setting up pilot campaigns to localising creatives that convert.
We’ve helped multiple brands navigate the application and use their budget smartly — from setting up pilot campaigns to localising creatives that convert.
Final Thought: Don’t Expand Just to Grow — Expand with Intent
Overseas growth isn’t just about revenue. It’s about resonance.
Ask yourself:
Final Thought: Don’t Expand Just to Grow — Expand with Intent
Overseas growth isn’t just about revenue. It’s about resonance.
Ask yourself:
Why this market?
Why this market?
Why now?
Why now?
What problem do you solve better than local alternatives?
What problem do you solve better than local alternatives?
It’s easy to get caught up in the optics of going global. But smart expansion is quiet, deliberate, and well-researched.
You don’t need to be everywhere. You just need to be known and loved somewhere new.
It’s easy to get caught up in the optics of going global. But smart expansion is quiet, deliberate, and well-researched.
You don’t need to be everywhere. You just need to be known and loved somewhere new.