Europeans Look Beyond Their Borders

How many people need to use your product before it’s a success? That’s a question European tech companies from Dublin to Dubrovnik routinely ask themselves as they look to move beyond their small local markets to reach bigger audiences.

To gain traction, many European tech founders often focus on their individual home markets, where people speak the same language and share similar cultural traits. But unlike American companies like Microsoft and Google, the European companies don’t have hundreds of millions of people in those home markets. That strategy, however, is starting to change.