The United States remains not only the largest economy in the world but also an ‘early adopter’ of technology innovation. Repeatedly, B2B science and engineering startups in India realize this market opportunity. However, they struggle to figure out and implement the American entrepreneur strategy for market entry. I gave a talk in 2020 at NCL Venture Center for early-stage Indian technology startups, with market-ready products, solutions, or services. We explored best-in-class strategies & tactics to enter the US market without burning millions!


Early-stage business development is both science & art. Founders must figure it out by talking to dozens (hundreds?!) of stakeholders in their industry. The tools of this trade are market segmentation, value proposition analysis, objection handling, entrepreneurial selling, etc. Of course, the specific sectors & customers vary depending on whether a B2B startup is selling products or services. They may also change based on whether the venture is a biotech, advanced materials, or enterprise software startup. Yet, the underlying principles remain constant when it comes to landing the first B2B deals in the US market.  

American Entrepreneur Strategy for Indian B2B Startups

Clearly, digital marketing techniques are central to cross-border business development. Whether free or paid, such entrepreneurial marketing methods can generate high-quality leads at lower costs. Moreover, they help startups capture a ‘long tail’ of customers in the US. This would be nearly impossible with a ‘boots on the ground’ sales strategy.

Small Business and Entrepreneurship

It is important to draw a distinction between a traditional small business and a high-growth startup – both of which are creations of the American entrepreneur. The former pursue steady profitable growth while the latter seeks to use risk capital to drive non-linear growth. Small businesses leverage personal networks, a local customer base, and regional resources. On the other hand, high-growth ventures seek to build global, technology-driven products and platforms.

Nevertheless, both types of entrepreneurial firms have ample business opportunities in the US. The same holds for Indian ventures whose offerings are relevant for US customers. They too can employ digital marketing and entrepreneurial selling techniques. One example is Indian artisans selling to US households via Etsy. Another is Indian SaaS startups selling to US corporations via distributors.