Read the full script of Module 8, Episode 4 of the Global Growth Master Class below. Want to get certified on global expansion? Simply click here to access the complete course today.

How can we build a brain trust around expansion best practices and processes? Here are some insights into how to build a playbook to make new market entry easier and grow across multiple geographies faster.

A Global Growth Playbook is a valuable resource that outlines all the necessary steps for a successful launch and expansion into a new market

It captures the best practices for market entry and growth, serving as a centralized digital repository that members of the Localization Resource Team and launch teams can contribute to in real time as they learn new lessons. We have intentionally named it a Global Growth Playbook instead of a Global Entry Playbook to emphasize how the playbook should aid local teams as they continue to scale the business in new markets, not just during the initial market entry phase.

While not based on an exact calculation, the 80/20 rule applies to expanding into new markets. 80% of how a company operates will be the same as in the initial market, but 20% will need to change. The Playbook can outline processes for uncovering this 20%, creating localizations to address this 20%, and managing the complexity that comes with how this 20% makes operations different in each country. 

An effective Global Growth Playbook is collaborative and dynamic, evolving over time. It requires input from multiple teams, and all aspects must be iterated and optimized to incorporate the best practices and key learnings from each market as the company's global presence grows. Similar to product and company operations, this document should be continually refined to accelerate the pace at which local teams can achieve market traction, minimize complications, and avoid making repeated mistakes in different regions.

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When Flexport launched its first two international offices, for example, they didn't have a formal playbook. This meant that the regional leaders had to create and define the expansion process themselves, independently. 

To mitigate this, the company later established a more robust playbook system based on early expansion experiences. The playbook includes practical tips such as setting up an office and bank account, but more importantly, it delves deeply into the nuances of different markets to create a pool of knowledge that can be accessed by other members of the organization.

Uber's playbook was a valuable resource that provided a head start for all new regions, preventing them from needing to “reinvent the wheel” like many companies often do when going international. This allowed launch teams to concentrate on learning the remaining 20 percent as described earlier, which was specific to the market being targeted. If a lesson was learned in one region, it was documented in the playbook and shared with others to help them with their launches. A centralized team managed the playbook and received inputs from the field, functioning similarly to a Localization Resource Team, creating a brain trust. This helped,  Uber to scale rapidly by providing 80 percent of the necessary information. 

So where do you start when wanting to implement a playbook?  

- Align team members on using the Global Growth Playbook as a digital repository

- Develop a plan and norms around HOW the team should connect to share experiences, setting up feedback looks

- Ensure the playbook has an outline of the metrics that should be tracked and how goals should change as your entry into new markets progresses

- Assign roles and responsibilities, including a project manager and WHO is responsible for WHAT information 

- Decide on HOW decisions are made within teams and each of the categories

- Identify key decision stakeholders (internal advocate) and involve them early in the process

- Manage the playbook - The playbook helps facilitate any guardrails that have been put in place to better control the complexity that comes from operating in multiple markets

A more detailed guide to the Global Growth Playbook is in the module notes of the Global Growth Master Class so you can compare it to your current playbook or use it as a guide to make your own. Now, let’s dive into each of these in more detail in the articles that follow.

NOTE: Don't miss out on the next episode! If you want to continue learning about global expansion strategies and dive deeper into the course material, simply click here to access Module 8, Episode 5 of the Global Growth Master Class.