GoStudent goes America – The GoStudent Framework for International Expansion with Felix Ohswald

About this episode

GoStudent is already present in Europe, Canada, and Central America – now the next big step is approaching: expansion into the USA. Felix Ohswald, Co-Founder of GoStudent, shares in this interview the proven framework for international expansion and the learnings from previous market entries.

The GoStudent Expansion Framework

How does GoStudent approach entering a new country? The process follows a clear framework that has proven successful over the years. First, a thorough market analysis is conducted, followed by initial tests and gradual scaling.

Why the USA as the Next Market?

The decision for the USA is based on several strategic considerations. The American education market is one of the largest worldwide and offers enormous potential for online tutoring. At the same time, it also brings specific challenges – particularly the decentralized structure of the education system.

Challenge: Decentralized Education System

Unlike many European countries, the education system in the USA is not centrally regulated. Each state, sometimes even each school district, has its own curricula and standards. This fragmentation requires a different approach than in markets with uniform educational standards.

Willingness to Pay and Market Potential

An important factor for GoStudent is the generally higher willingness to pay for educational services in the USA. American families are accustomed to investing significant amounts in their children's education – from private schools to college preparation courses.

Where Does Expansion Planning Begin?

Expansion planning begins long before the actual launch. GoStudent conducts comprehensive country tests to validate market potential and understand local peculiarities. These tests can extend over several months.

Understanding Country Differences

Each market brings its own challenges. GoStudent functions as an interface between teachers and students – and this dynamic varies greatly between countries. Cultural differences, learning habits, and parental expectations all must be considered.

Choosing the Right Country Manager

A decisive success factor is selecting the country manager. This person must meet various criteria:

• –Deep understanding of the local market
• –Experience in building teams and structures
• –Cultural sensitivity and language skills
• –Entrepreneurial mindset

In the early phase of a new market, sales experience isn't necessarily the most important thing, but rather the ability to build a business from the ground up.

Measuring Launch Success

GoStudent measures launch success using various KPIs. These include not only obvious metrics like customer numbers and revenue, but also qualitative factors such as customer feedback and market penetration.

Learnings from Other Entrepreneurs

For the USA expansion, GoStudent specifically sought out other entrepreneurs and their experiences – including from companies outside their industry. This external perspective helps avoid typical pitfalls and adapt proven practices.

Mistakes and Learnings from Previous Expansions

GoStudent has certainly made mistakes in previous international expansions, from which the company has learned. These experiences now flow into the optimized framework for new markets. Transparency about these learnings is an important part of the company culture.

Conclusion

International expansion is a complex process that requires careful planning, local understanding, and the right people. GoStudent's systematic approach demonstrates how startups can successfully expand into new markets without losing control over quality and brand identity.