As the CEO of an enterprise tech firm, you know the value of the product or service you offer. Your innovation has paid off with a profitable business in your home market of Australia or the U.K. You may even have established a successful foothold in a secondary European market. So breaking into the U.S. market should just be one more expansion initiative, right?

Turns out, there’s a lot more to it than that. And the experts at Kettering International have put together a guide to help tech firm CEOs navigate the unique and often unexpected nuances of U.S. market entry. We explore things like:

• How to translate your value proposition so it works in the U.S. market
• Which hurdles will surprise you – and how to handle them
• Whether recession should lead you to hold off on your plans – or double down on them
• What are the current opportunities in the U.S. market – and how to time your entry to capitalize on them
• Is this your second try at international market expansion? Here’s how to make it better this time around