Expanding into the US market is a dream for many SaaS companies, yet it remains one of the most challenging endeavors. Gilles Domartini, the CEO and Founder of Cleeng, shares practical steps and key learnings from his journey of breaking into the US market, a process that took years of strategic planning, remote operations, and adapting to American business culture. Cleeng, a company specializing in subscriber retention for video platforms, now generates 70% of its revenue from the US, despite having only 10% of its workforce based there. Here’s a deep dive into the steps that led Cleeng’s success in the US SaaS market.
Why the US market?
The US is undeniably attractive for SaaS businesses, but what exactly makes it so appealing? The key difference lies in speed. Domartinis emphasizes the rapid decision-making in the US, contrasting it with the slower pace of European business culture. In the US, a SaaS deal worth millions can be signed within a couple of months, often after just a few phone calls and Zoom meetings. For a startup, this speed is essential.
“American companies make decisions fast, either a quick ‘yes’ or a quick ‘no’,” Domartinis explains. “There’s no time for endless meetings and presentations. If you can show them a product that solves a problem quickly and efficiently, they’ll pay for it.”
Additionally, the US market offers higher price points, typically 20-30% more than in Europe – which allows for higher margins. The US is a single-market, single-language region that makes it easier to scale and operate with fewer complications than multi-country European markets.
Step 1: Signing deals remotely
When Cleeng first ventured into the US, they were a small team of just six or seven people, working remotely from Europe. Despite the geographical distance, the company began signing deals in the US. How? By embracing Zoom as their main tool for pitching and selling.
“Don’t be afraid if your English isn’t perfect,” says Domartinis. “Americans are often not native English speakers either. What matters is being able to present a product with clarity and confidence.”
Cleeng’s first interactions were simple and direct – no elaborate presentations, just clear and concise product demos. “Americans appreciate straightforwardness. They don’t want fluff; they want to see the product in action. So, we kept it simple, but we delivered results,” he adds.
This remote approach worked, even with a small, lean team. The key takeaway? The US market is not as intimidating as it may seem, especially when you’re equipped with a great product and the willingness to pitch it boldly.
Step 2: Find a passionate local advocate
The next step in Cleeng’s journey was finding someone in the US who could act as the company’s advocate – someone who believed in the product and could represent the brand locally. For Cleeng, that person was Rudy Milkovic, an early adopter of their technology and a freelancer with a similar solution to Cleeng’s.
“We reached out to Rudy because he was passionate about our product and shared our vision. He became our first unofficial representative in the US,” says Domartinis.
This approach worked wonders. Without a formal office or employees in the US, Rudy helped establish Cleeng’s credibility and facilitated sales with higher-profile clients. While Rudy wasn’t initially paid a salary, he received stock options, which motivated him to drive Cleeng’s presence in the US market.
Domartinis advises companies to “treat local representatives like employees, not just contractors.” This investment in local talent was a major part of Cleeng’s successful expansion.
Step 3: Establish a US presence
After several years of working remotely with minimal US infrastructure, Cleeng realized that to scale effectively, they needed a physical presence in the US. Fortunately, setting up a US office is relatively straightforward and cost-effective. For around $2,000, Cleeng could establish a business in the US.
Domartinis shares, “Opening an office in the US is easy. We didn’t need a big fancy space – we just rented a desk at a WeWork. Suddenly, we had an official US address, and it made our business look legitimate to potential clients.”
Once Cleeng had an official presence in the US, they worked closely with Rudy to build out their local team. Domartinis recommends focusing on salespeople with experience in the US market, especially those with a strong understanding of competitors and who are hungry for new opportunities. “We didn’t go through a consultancy or HR agency. We spoke directly with local salespeople and offered them the chance to join us. It’s a great way to build credibility quickly,” he says.
Step 4: Adapt to the US market
Adapting to the US market means more than just having a presence—it requires understanding and meeting local service expectations. Americans expect fast responses and top-tier service. As Domartinis notes, “If a US client calls with a question, they expect an answer within the hour. If you set that expectation early on, you’ll avoid disappointment.”
This demand for speed and service has significant implications for pricing strategies. Cleeng adjusted its pricing for the US market, offering higher value in exchange for higher rates. However, the key is to balance price with exceptional service and continuous product innovation.
Additionally, Americans value honesty and transparency. “They appreciate Europeans for being direct and truthful,” says Domartinis. “They respect honesty in business, and we’ve built strong relationships by being transparent about our product’s capabilities and limitations.”
Step 5: Aim high
The final lesson Domartinis shares is the importance of aiming high when expanding into the US market. In Europe, a SaaS company might celebrate hitting $20,000 in ARR. In the US, however, it’s not uncommon to scale that figure to $50,000, $500,000, and eventually, multi-million-dollar deals.
“Don’t hold back,” Domartinis advises. “The US market operates on a larger scale. If you’re confident in your solution, aim for the big players. Selling to Netflix, for example, might seem like a huge leap, but in the US, it’s within reach. The key is having the courage to target top-tier clients.”
As Cleeng grew, Domartinis realized that success wasn’t just about signing deals—it was about shifting the mindset to think bigger and push the boundaries of what was possible. By aiming high, Cleeng has continued to grow rapidly and build partnerships with some of the biggest names in the industry.
Conclusion
Cleeng’s journey into the US market is a testament to the power of persistence, strategic local partnerships, and the willingness to adapt to a fast-moving business environment. While the US market may appear daunting, Domartinis’ approach shows that with the right mindset, simple steps, and a focus on delivering value, SaaS companies can successfully break into the world’s largest tech market.
To sum it up, here’s what any SaaS business looking to expand into the US should keep in mind:
- Move quickly – decision-making in the US is fast.
- Focus on delivering a simple, clear product demo.
- Build local partnerships with passionate advocates.
- Set up a physical presence, even if it’s just a desk at WeWork.
- Adapt your pricing and service to meet US expectations.
- Aim high and target big clients early on.
With these principles in place, your SaaS business can thrive in the US market just like Cleeng.
