How to Develop a Targeted Market Expansion Strategy


Nataly KellyVP of localization at HubSpot, author of Found in Translation, and author of the HBR article “Looking for New Global Markets? Bigger Isn’t Always Better”

About this webinar

As your company develops a market expansion strategy, what’s the best way to evaluate different global opportunities and determine which opportunities make the most sense to pursue?

It can be tempting to focus on the largest markets, but this approach fails to consider the nuances and risks of particular markets and doesn’t consider important factors that are most likely to contribute to success, or failure.

On January 11, 2022, in a live, interactive Harvard Business Review webinar, HubSpot VP of Localization Nataly Kelly will describe the MARACA framework her company developed to target its global expansion strategy.

MARACA consists of:

  • MA = market availability, which is the size of the opportunity in a market
  • RA = real-time analytics on how the company is performing in a market
  • CA = customer addressability, which is the fit of a company’s offerings in a market

Kelly will describe each metric in the MARACA framework and will discuss how to use this framework to objectively score and assess each market opportunity on a micro level. She will share practical examples of how HubSpot and other organizations are using this model to target their expansion decisions, guide longer-term investments, and drive future growth.

For organizations that are evaluating global expansion opportunities and are debating which markets to prioritize, watch this session for insights on a proven, data-driven framework to effectively target your global expansion.

Global thinking. Global growth.
Let’s go.