Field notes
Writing
Practical notes from the operating side of cross-border business.
Paid acquisition in a market where nobody knows you
Your home-market CAC is subsidized by brand recognition you cannot see. Here is what changes when you enter a market with zero brand equity, and how to budget for it honestly.
acquisitionpaid-mediamarket-entryLocalization is not translation
Translating your site is the cheapest part of localization and the least important. The parts that actually move conversion are pricing, payments, trust signals, and support hours.
localizationconversionHow to choose your first overseas market
Most teams pick their first international market by gut feel and regret it within two quarters. A four-filter method that costs a week and saves a year.
market-entrystrategy