As global trade barriers rise and market access becomes more complex, UK companies are increasingly turning to the United States—not just to export, but to establish operations. Setting up shop in America is more than a tariff-avoidance strategy; it’s a chance to build a long-term, growth-oriented presence in the world’s largest and most dynamic market. But this move demands more than capital. It requires a strategic and cultural recalibration.
The US Isn’t One Market—It’s Fifty
One of the most common missteps UK executives make is treating the US like a single, unified market. In reality, the United States is a federation of 50 states—each with its own tax regime, labor laws, regulatory environment, and economic development agenda. As I emphasize in my book, Pond Business, this is the foundational insight for any UK firm considering US expansion.
From the low-cost, business-friendly climates of Missouri and North Carolina to the high-cost, high-regulation environments of California, New York, and Illinois, your choice of location can make or break your venture. Think of it as choosing between fifty different countries under one federal umbrella.
Escaping Tariffs by Establishing Presence
Tariffs on UK-origin goods can significantly erode margin. But by manufacturing, assembling, or fulfilling orders from within the US, companies can effectively eliminate these duties. Moreover, having a US base allows participation in government contracts, smoother distribution, and improved customer trust. “Made in USA” isn’t just a label—it’s a market accelerator.
Cost Isn’t Just Rent and Payroll—It’s Cultural Efficiency
States like Missouri, Indiana, and Georgia offer not just lower wages and taxes, but also streamlined permitting, accessible training programs, and a pro-business culture. Yet even in these states, success depends on how well you align your operating model with American expectations. Drawing on my insights in my book, Pond Business, British understatement doesn’t always resonate. You’ll need to shift from “modest value propositions” to confident, benefit-led messaging.
Five Pillars for UK Success in the US
- Choose Your State Like You’d Choose a Country
Understand tax codes, incentives, talent pipelines, and infrastructure. Use a site selector to do the heavy lifting—and negotiate aggressively. - Localize, Don’t Just Transplant
A UK go-to-market strategy often falls flat in the US. Rethink your messaging, your sales cadence, and your customer service model. - Hire for Trust, Not Just Competence
Americans value assertiveness, clarity, and responsiveness. Your first hires should bridge not only functional gaps, but cultural ones. - Understand the Regulatory Terrain
Regulations vary significantly by state. What’s standard in Manchester may be prohibited in Missouri. - Negotiate Incentives Early
States offer tax breaks, grants, and workforce training—but only if you ask before you invest.
Final Word: Expansion Requires Adaptation
The American market offers scale, sophistication, and speed—but only to companies willing to adapt. As I argue in my book, Pond Business, success in the US means more than registering an entity or renting warehouse space. It’s about shifting your mindset, your methods, and your message.
