Why American Consultants in France are Your Secret Weapon
The biggest mistake French companies make entering the US? Sending a French team with French assumptions. Americans in France who understand both cultures — your products, your approach, AND the American buyer mindset — are the most effective bridge. That's the Gershon Consulting model.
Phase 1 — Market Assessment (Months 1–3)
- Market sizing: Which US states/cities/verticals are the best fit for your product/service? The US is not one market — it's 50.
- Competitive landscape: Who are the US incumbents? What are their pricing, positioning, and weaknesses?
- Regulatory requirements: FDA, FCC, USDA, SEC, state-specific licensing — identify compliance needs upfront
- Pricing validation: US pricing psychology differs from France. Premium French positioning often works well.
- Customer discovery: Talk to at least 30 US potential buyers before building anything. Use tools like Typeform, UserTesting, or Gershon's US interview network.
- IP protection: File US trademarks and patents before public launch — the US is a first-to-use system, but registration matters
Phase 2 — Foundation Building (Months 3–12)
US Legal Entity
Form a US LLC or Corporation in Delaware (most common) or your target state. Separate from your French entity — critical for liability and tax reasons. Full setup guide →
US Banking
Mercury, Relay, or Silicon Valley Bank (acquired by First Citizens). US EIN from the IRS required. Without a US bank account, you cannot pay US employees or receive US customer payments easily.
US Point of Contact
A US-based or US-facing person is essential. This can be a VP Sales in the US, a local distributor, or — most cost-effectively — a Gershon Consulting partner based in France with a US network.
US-Localized Website
Not just translated — localized. US customers notice: pricing in USD, .com domain, US phone number (Google Voice or Grasshopper), US address (virtual office if needed), US testimonials and case studies.
US-Compliant Contracts
French-law contracts do not work in the US. You need US-law service agreements, NDAs, and employment contracts reviewed by a US attorney. State laws vary significantly.
US Product Adaptation
May require: electrical certifications (UL), measurement units, language localization (US English ≠ UK English), regulatory compliance, packaging for US retail, user manual updates.
Phase 3 — Go-to-Market Execution (Year 1–3)
- Choose your entry channel: Direct sales, distributor, reseller network, online marketplace (Amazon), or partnership — each has different cost/speed/control tradeoffs
- US trade shows: CES (Consumer Electronics), NRF (Retail), NAB (Media), SXSW, Modamont USA — sector-specific shows are critical for B2B introduction. See our trade show guide.
- Outbound sales: US buyers expect direct email and LinkedIn outreach — less relationship-driven than France. Lead with ROI and concrete metrics.
- Content marketing: Case studies from European clients adapted for US context, thought leadership in US publications (Forbes, TechCrunch, Inc.), SEO for US search terms
- Pilot customers: Close 2–3 US reference customers at discounted/free price. These case studies are worth more than any advertising.
- US PR: US tech/business press operates differently from French media. Hire a US PR agency or use Gershon's media network.
Top 7 Mistakes French Companies Make in the US
- Assuming the US market works like France (or Europe)
- Underestimating the investment required (budget at least 2× your estimate)
- Not having a local American face on the business
- Sending only French team members to US meetings
- Pricing too low (French companies often undervalue in the US)
- Focusing on the coasts only (Midwest and South are huge markets)
- Giving up after 12 months — most successful entries take 3–5 years
Key Market Entry Resources
SelectUSA — US Government Investment Portal
Official US government resource for foreign companies investing in the US
Business France — Export & Expansion Support
French government agency that supports French companies expanding internationally
US International Trade Administration — Market Intelligence
US market data and sector reports for international companies
Gershon Consulting — Partner Program
Join our network of American consultants helping French companies enter the US market
US Trade Shows
Key events for French companies