Study Demand, Legal Requirements and Political Conditions: Experts Share a Recipe for International Market Success
Taking a business into foreign markets always involves risk. For high-tech companies, the cost of a mistake can be especially high because their operating costs are substantial by nature. At the 2nd Global Digital Forum in Moscow, participants in a master class titled “High-Tech Market Rules: Strategies for the International Growth of Technology Companies” explained how businesses can improve their chances of success.
The forum organizers invited experts with hands-on experience in international markets. The session was moderated by Timur Kornilov, Managing Director for Strategic International Partnerships, Knowledge and Technology Transfer at the Skolkovo Foundation. He opened with a quick-fire question: what should technology company executives do first before entering foreign markets? The participants offered different answers.
Igor Schneider, CEO of Skolkovo Business in Russia, emphasized the importance of intellectual property: “At the outset, before launching, you need to pay special attention to intellectual property. Many companies neglect this, and the cost of a mistake can be high.”
The expert stressed: “Even the most powerful marketing research cannot answer the main question: do we actually have the right to sell our product in this market? Marketing research may show that there is no similar product on the market. But that absolutely does not mean the market is open. A major player may have registered a similar technology in advance without having launched its own product.”
According to Schneider, only a patent clearance analysis can establish whether a new product would infringe someone else’s patent rights. Trademark rights need to be checked as well. What’s more, if you have never operated abroad and are just planning to enter foreign markets, you should register your trademarks before attending even your first trade show. Otherwise, foreign businesses may spot your brand and register it quickly, creating problems right at the start of your venture. In general, legal counsel throughout the process is essential to avoiding mistakes.
Samuel Frank, an Investment Associate at Sahara Impact Ventures in Nigeria, stressed the importance of having the right expertise to work with technology and investors: “It is very important for a company to be able to secure capital for its initial growth. That means you need a good professional who can manage investor relationships and negotiate effectively. To scale into new markets, you need a partner, a venture partner.”
In response, Timur Kornilov noted that many entrepreneurs are wary of venture partners because they fear becoming dependent on them and losing control of their businesses. Frank agreed and emphasized the need to work out partnership agreements in detail before entering new markets.
“What will you give up, and what will you get in return? Nobody asks that question. You need to be extremely careful. When you enter a market, you sign partnership agreements and negotiate business deals. You need to understand how those negotiations work. You need to know what share of the profits you will have to give up. You need to understand the rules of the market and be clear about what you will retain control over. These are very important considerations. You need qualified advisers, including legal counsel. I have seen partnership programs in which companies receive only limited support but are required to give up 50–80% of their business. You need to understand the implications of working with a partner,” said the Sahara Impact Ventures representative.
In turn, Patrick Saidu Conteh, Chief Executive Officer of Africa Fintech Network (AFN), who represents the fintech ecosystem, stressed the importance of understanding local conditions, especially when entering African markets. “Africa is not a single market. It consists of 54 countries. If you plan to enter this market, you need to familiarize yourself with the laws from the outset and start engaging with the regulator. It is better to begin with a small pilot project and only then move on to something larger,” he said.
Conteh also advised companies planning to enter African markets to assess not only macroeconomic and microeconomic factors but also the political climate. They should study the market with a local partner, check whether that partner holds the license required for their business, and develop a sales strategy suited to local conditions. Rather than simply copying a Russian product, he said, companies should adapt it to the local market. They also need to account for the high cost of cross-border bank transfers, which can range from 8% to 20%.
Conteh identified choosing a foreign partner hastily as one of the most common mistakes investors make. Still, companies that have done their homework should be willing to take the risk. “The opportunities are enormous, and so is the demand. In 2025, funding for technology-sector projects exceeded $4 billion, up 25%,” the Africa professional said, highlighting the market’s potential.
“Measure seven times and cut once; seek and you shall find.” These Russian proverbs were how session moderator Timur Kornilov brought the master class to a close.
All the experts agreed that, at the very beginning, companies need to assess whether they are ready to scale and continue growing, and whether they have the team and product to make it happen.
