Export vagy helyi jelenlét? – Melyik modellt válaszd az amerikai terjeszkedéshez?

The American market: opportunities and challenges

The United States is the world's largest economy, accounting for nearly 251% of global GDP. The country of 330 million people has enormous purchasing power, and the value of the consumer market exceeds 13.5 trillion dollars. This offers an extremely attractive business environment for Hungarian exporters, but entering the American market requires serious preparation.

The specificities of the American market include a strict regulatory environment, laws that vary from state to state, and high levels of market protection. Hungarian exporters must definitely view the American market in a segmented manner, where only well-targeted, high-quality, typically niche products promise success.

The export model: direct market sales

What is the export model?

In the case of the export model, the company serves the US market from its domestic production base. This can be direct export, when the company sells in the foreign market under its own name and by itself, or indirect export, when the products reach the end consumers through local partners.

Advantages of the export model

Low entry costs and risks

The biggest advantage of the export model is the relatively low start-up capital requirement. The company does not have to make significant investments in the US market, so the financial risk is minimal. The ease of entering or exiting the market can also be attractive to novice exporters.

Fast market response

Local sales allow companies to respond quickly to changing market conditions. Shorter supply chains allow companies to more easily adapt to customer needs and market trends.

Simpler control

When exporting, the company must primarily comply with domestic legislation, which is less complicated than getting to know the foreign regulatory environment.

Disadvantages of the export model

Limited market control

In the case of exports, the company has less control over foreign sales processes 4Due to the intervention of intermediaries and distributors, feedback can often be incomplete or distorted.

High shipping costs and customs duties

International shipping is a significant cost item, which can be further increased by tariffs and quotas. These additional costs can reduce competitiveness in the US market.

Currency risk

When exporting, the company is exposed to exchange rate fluctuations, which can pose significant financial risk.

The local presence model: US-based operations

In the local presence model, the company establishes a US subsidiary or opens an office in the United States. This can be a simple representative office, a branch office, or a standalone subsidiary.

The benefits of a local presence

Direct market connection

A local presence allows for direct contact with American customers. This increases credibility and trust, which is key in American business culture.

Better market information

The local team directly senses market changes and customer needs, which enables faster response and more accurate strategic decisions.

Regulatory benefits

A US-based company can more easily comply with local regulatory requirements, especially in highly regulated industries like healthcare or finance.

Investment opportunities

American investors prefer to invest in companies that have a local presence. This makes it easier to raise capital and grow.

Disadvantages of local presence

High initial investment

Establishing a subsidiary and maintaining a US office requires significant capital investment. Initial costs include office rent, hiring staff, and legal and tax procedures.

Complex regulatory environment

The American legal system is complex, and different states have different rules for businesses. This requires significant expertise, which should be provided by external consultants.

Operational risks

A local presence poses greater operational risk, as the company is directly exposed to changes in the US market. It is more difficult to withdraw invested capital if the market does not perform as expected.

Cost comparison

Factor	Export model	Local presence
Initial investment	Low ($50-200k)	High (200-500 thousand USD)
Operating costs	Medium	High
Shipping costs	High	Low
Regulatory costs	Low	High
Risk level	Low	Medium-high

Decision factors: which model to choose?

Product features

For physical products The export model may be appropriate, especially if the product is easy to transport and does not require local service. Services and software In this case, local presence is often essential due to personal customer contact.

Company size and resources

Small businesses For them, the export model is the safer path, as it requires lower capital investment. Larger companies they can rather afford the costs and risks of a local presence.

Market goals

If the goal is rapid market presence and testing, the export model is appropriate. Building long-term market share In this case, local presence is strategically more advantageous.

Industry specifics

In regulated industries (pharmaceuticals, finance, telecommunications) local presence is often mandatory. B2B services In this case, personal relationships are key, which also speaks in favor of a local presence.

Hybrid approach: gradual construction

Many successful companies do not choose to exclusively focus on one model, but rather gradually build their US presence. This strategy begins with the export model, then builds a local presence after learning the market.

Advantages of a gradual approach

Risk reduction: Decisions about further investments can be made based on initial export experiences. Market learning: The knowledge gained during the export phase helps to optimally develop a local presence. Capital conservation: You don't have to invest large amounts at once, but you can gradually increase your presence.

Suggestions for making a decision

1. Detailed market research

Before making any decision, thorough market research should be conducted. This includes analyzing competitors, defining the target audience, and assessing the regulatory environment.

2. Financial analysis

Prepare a detailed cost-benefit analysis for both models. Calculate the payback period and long-term profitability.

3. Risk analysis

Evaluate various risk factors such as exchange rate fluctuations, regulatory changes, and market volatility.

4. Expert advice

Seek expert advice from US lawyers, accountants and market advisors. This is essential due to the complexity of the US regulatory environment.

Summary

Choosing a go-to-market strategy is a complex decision that requires consideration of many factors:

Choose an export modelif:

You have limited capital.
You are testing market acceptance.
You sell physical products
You would take minimal risk.

Choosing a local presenceif:

You would build a long-term market position
Personal customer contact required
You operate in a regulated industry
You have significant capital

Hybrid approachif:

You want to gradually build your presence
You would develop your strategy while learning.
You want to reduce risks

The key to success is careful preparation, realistic expectations, and a flexible strategy. Remember, both models can be successful if you implement them properly and constantly adapt to market changes! 🚀

How can USAAccelerator help with this?

USAAccelerator's team of experts has years of experience in the field of US-Hungarian business relations. We provide comprehensive support to Hungarian entrepreneurs entering the US market, including tax and accounting issues. Our services include company formation, tax consulting, accounting, payroll and strategic business consulting.

Our experts are familiar with the regulations of both countries and provide bilingual support, helping to bridge language and cultural differences. Whether you are a start-up or an existing company in the US, we offer customized solutions that meet your unique needs and goals.