7 quick tips for Australian startups to scale internationally

Australia has produced some remarkable startups but the challenge for many is growing beyond our shores.

The Australian market, though valuable, is relatively small, and global markets offer new opportunities for growth. To scale internationally, Australian startups need to be deliberate and thoughtful in their approach.

But how do they do this effectively? Let's break it down.

1. Start local, think global

For many Australian startups, the goal from day one should be to think globally.

Even though your first customers are local, you need to set up your company in a way that prepares for international growth.

This doesn’t mean you need to establish offices around the world immediately, but you should build a product that can serve global markets.

Canva is a good example. From its early days, the company understood that the design needs of users weren’t just confined to Australia.

They built a platform that could cater to individuals and businesses around the world, offering templates in various languages and building features that are universally useful.

The lesson here: even if you’re serving local customers at the start, make sure your product or service is designed with global users in mind.

2. Understand your new market

The world is a big place, and not all markets are the same. One of the first things Australian startups need to do when scaling internationally is research potential markets.

This doesn’t mean just looking at where your competitors are or which countries have the most people. It means deeply understanding the cultural, legal, and economic differences that could impact your product’s success.

Afterpay did this well when expanding to the United States. They knew that while “buy now, pay later” was already popular in Australia, it wasn’t as common in the U.S.

They invested heavily in educating American consumers and retailers about the value of the service, tailoring their approach to fit the unique preferences of U.S. shoppers.

The key takeaway: you can’t just copy and paste your Australian model into another market. You need to adapt.

3. Build on Australia’s strengths

One of Australia’s biggest advantages is its reputation for trust, reliability, and innovation.

When entering international markets, lean into this. Many overseas customers, especially in Europe and the U.S., value the transparency and customer-centric approach that Australian companies are known for.

Take advantage of the fact that Australia is a tech-savvy nation with a growing reputation for producing high-quality startups. This can give you a credibility boost when entering new markets.

Also, Australia’s proximity to the fast-growing Asia-Pacific region is a significant advantage.

If your startup is thinking about expanding internationally, don’t overlook the opportunities in nearby markets like Singapore, Indonesia, or Japan.

4. Nail your governance and operations

One of the biggest hurdles in scaling internationally is getting your operations in order.

Expanding to new markets means dealing with different legal frameworks, tax structures, and logistical challenges. Australian startups need to ensure they have the right systems in place to handle these complexities.

This also means having the right team in place, the proper funding, and a solid domestic business foundation. If your home base isn’t strong, you’re going to struggle internationally.

Payments, for example, can be a nightmare when expanding internationally.

The way people pay for products and services varies greatly from one country to another. In some countries, credit cards are the norm; in others, digital wallets or even cash-on-delivery are more common.

If your payment system isn’t flexible enough to accommodate these differences, you’ll alienate potential customers.

You also need to think about supply chains, distribution, and customer support.

If you’re a product-based startup, how are you going to get your product into the hands of international customers quickly and affordably? If you’re a software company, how will you offer support in multiple languages and time zones?

Scaling internationally means becoming a logistics master, so make sure you’re prepared to handle the operational complexities that come with it.

5. Build local relationships

Expanding into a new country doesn’t mean setting up a flashy office and expecting the sales to roll in.

You need to build relationships with local partners, customers, and stakeholders. This means attending industry events, networking with local influencers, and finding champions who can help you navigate the market.

Atlassian, for instance, didn’t just launch in new markets blindly. They cultivated strong partnerships with local distributors and experts who helped them better understand each region’s unique challenges.

This not only helped them localise their product offering but also provided valuable on-the-ground insights.

So, when expanding, focus on building genuine relationships in each new market. This will help your startup gain a foothold faster and avoid costly mistakes.

6. Build an international team

To scale internationally, you need a team that understands the markets you’re entering.

This doesn’t necessarily mean hiring local teams right away, but you should have people who are familiar with the business culture, regulations, and consumer behaviour in those regions.

Hiring internationally can be challenging, but remote work has made it easier. If you can’t open an office in a new country immediately, consider hiring local freelancers or remote workers to help you test the waters.

This can give you valuable insights into the market without the overhead of setting up a full operation.

As your startup grows, having a diverse, international team can also help you think more globally. People with different perspectives and experiences can help you spot opportunities and challenges that you might have missed.

7. Don’t underestimate the power of brand

One of the biggest mistakes Australian startups make when expanding internationally is underestimating the importance of brand.

You might have a fantastic product, but if no one knows who you are, it’s going to be a lot harder to gain traction in new markets.

When scaling internationally, invest in building your brand. This means more than just translating your website or running ads. It means crafting a story that resonates with people in different cultures.

Look at companies like Canva—they’ve done a great job of creating a brand that’s friendly, accessible, and universally appealing.

Focus on creating a brand that connects with people emotionally, no matter where they’re from. This will make it easier for your startup to stand out in crowded international markets.

Final thoughts on the scaling internationally

Scaling internationally is not an overnight process. It takes time, resources, and persistence. You’re going to face setbacks, but the key is to keep pushing forward and learning from your mistakes.

Successful startups take a deliberate, thoughtful approach, learning from each step along the way. When you focus on the long game and build a strong foundation, you’ll be in a better position to succeed globally.

Scaling internationally is a big step, but for Australian startups, it’s also a huge opportunity. If you approach it with the right mindset and strategy, you can take your startup to the next level—and beyond.