Expanding into New Markets: What You Need to Know

“I’m ready to grow my business, but I’m not sure on the next steps.” It’s something we hear all the time at Go Succeed – and it’s exactly what we’re here to help with. Whether you’re looking across the Irish Sea to Great Britain or exploring opportunities closer to home in the Republic of Ireland, expanding into new markets is a big step – but with the right preparation, it can be a very rewarding one.

Here’s some food for thought before expanding into that new market you’ve been daydreaming about:

• Do your research

Before diving into a new market, take the time to really understand it. Strong market research helps you make informed decisions, avoid costly mistakes, and identify the best opportunities.

Ask yourself:

• Who are my potential new customers?
• Why, when and how will they buy my product or service?
• How much are they willing to pay?

Sometimes you don’t need to reinvent your business – small tweaks can make a big impact. For instance, if you make beauty products, could they also be marketed to spas or hotels? By identifying overlaps like this, you can reach new markets with minimal additional cost.

Go Succeed advisors can help you access data, insights, and support to ensure you’re targeting the right opportunities from the start.

• Choosing the right market for you

Expanding into multiple markets at once can stretch your resources too thin. It’s often better to focus on one or two new markets and grow gradually.

For many NI businesses, GB and ROI are natural next steps – they’re geographically close, share strong trading links, and have familiar regulations. But even between them, there are key differences to understand, from logistics and tax implications to customer expectations.

Start where you have an advantage – perhaps an existing network, similar customer base, or shared industry standards. Once you’ve built traction, you can scale further with confidence.

• Financing your move

Expanding takes investment – but you don’t have to do it alone. From funding for export development to grants and business loans, there’s support available to help you take that next step.

At Go Succeed, we can connect you with local funding options, help you build a solid business plan, and prepare for conversations with investors or lenders. Our experienced team can also guide you on managing cash flow and assessing return on investment during your expansion phase.

• Tailor your marketing

After you’ve chosen your market and worked out your finances, you’re going to want to think about how you reach your new customers. When you enter a new market, a “one size fits all” approach to marketing rarely works. Each region – even within the UK or Ireland – has its own culture, consumer behaviour, and business environment.

You might need to adjust your messaging, your visuals, or even your promotional channels. For example, what works on social media for Belfast customers might not resonate the same way in Dublin or Glasgow. Local partnerships, online advertising, or regional PR can all help you connect more authentically with new audiences.

Understanding your customers’ values and communication styles is key – and our marketing mentors can guide you through how to position your business effectively.

Ready to Take the Next Step?

Expanding into a new market is an exciting milestone and you don’t have to navigate it alone. Go Succeed offers tailored advice, mentoring, and support to help your business grow sustainably and confidently.

Let us help you grow your business by getting in touch via our website at Go Succeed or contacting us on 0800 027 0639.