This is part of a series of seven posts. The first can be found here.

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#6. giving up too soon:

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Too many companies enter the US with unrealistic expectations, impossible timelines and focused on massive gains. Many think like this: if the US semiconductor capital equipment market is $15B, we should be able to double the size of our company in a year, if not six months.

Those same companies also tend to leave disappointed with small fortunes wasted, and many egos in the trash. They dream too big, and their failures are equally large.

The US market is huge, but it’s also hugely competitive. It’s best to start small with modest expectations, and this is often very hard for any company founder/CEO to do.

You need to plan out at least 12-18 months before you start seeing any significant return on your investment. You also may need to add in time for some product redevelopment — remember that your products are created for your market initially, not the US.

Make sure that you plan all lead generation efforts, business travel and other costs to be spread over this time frame. And then add another 15% just in case.

While your sales and marketing plans must be flexible to accommodate surprises, whatever you do don’t deviate from them. And keep your expectations in check, or you will leave US frustrated with the smaller bank account.

Net Sin: Underfunding Your Efforts