The successes and setbacks of overseas expansion

In the eighth episode of "Now, That’s What I Call Business," we join Brianne West, the founder of Ethique and Incrediballs, as she shares her experiences and insights into international business expansion, exports, and the process of getting your products onto retail shelves.

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Here’s a ChatGPT precis of her transcript for this week’s episode or listen here.

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West opens the podcast by discussing her journey with Ethique which expanded to 22 countries during her tenure as CEO. While the expansion was not meticulously planned, with one notable exception - the strategic entry into the US market, West elaborates on the reasons behind this aapproach.

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The episode explores specific markets, primarily the US, Australia, and Japan, where Ethique made significant progress. West highlights the challenges and opportunities encountered in each market, emphasising the unique consumer behaviours and preferences observed. She also discusses the role of media exposure, such as articles in Forbes and Huffington Post, in driving growth, as well as unexpected celebrity endorsements, and their impact on the brand's success.

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In navigating the complex US market, Ethique initially operated as a direct-to-consumer (D2C) company online, partnering with a distributor to address market intricacies. West provides insights into the company's successes and setbacks, such as the eventual transition away from their distributor.

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Australia presented its own challenges, with West emphasising the importance of understanding cultural nuances and market dynamics. Ethique succeeded by collaborating with a distributor, Nourished Life, and strategically launching products through influential retailers.

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Japan, an unexpected market entry, highlighted the importance of understanding local preferences. West discusses the conservative nature of Japanese distributors and the need for realistic expectations when entering new markets. Despite initial scepticism, Ethique found success in Japan, largely due to packaging appeal and a distributor dedicated to environmental causes.

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West also offers advice on ethical business expansion, stressing transparency in partnerships and the importance of aligning with like-minded distributors and retailers. She firmly emphasises that companies should stand by their core values.

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Referencing her previous episode, West emphasises the importance of community engagement and sustainability initiatives, highlighting the positive impact businesses can have on communities and the role of early adopters in new markets. West also underscores the value of proving demand online before expanding into physical retail.

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In the final segment, West gives insight into her new venture, Incrediballs, and her approach to launching it in multiple markets. She stresses the importance of an online launch for immediate customer feedback, acknowledging that certain products, like Incrediballs' soda tablets, require a quicker entry into physical retail compared to traditional beauty products.

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The episode concludes with West's thoughts on launching Incrediballs simultaneously in three markets, challenging the conventional wisdom of starting in just one. She believes that if a company has the financial capacity and resources to invest in multiple markets, seizing an early mover advantage can drive positive change.

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