SOLUTION · EXPAND INTO NEW MARKETS
Several countries, one team and markets stepping on each other.
Growing abroad isn't translating. It's deciding which markets are worth entering, with what technical structure and what local content, so each country adds instead of competing with you.
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Brands that have trusted Laika
One of these situations may sound familiar.
Your country versions compete with each other
Google picks the wrong one, users land in the wrong market and nobody knows which version is winning.
Hreflang is in place and doesn't work
It was implemented once, the catalogue changed, and now there are tags pointing at pages that no longer exist.
You're opening a market and don't know which to start with
There are three or four candidates on the table and the decision is being made on commercial hunch.
Each local team does what it can
With no shared guidance, each country publishes its own way and the result is duplicate content and contradictory decisions.
You translate the content and it doesn't perform
Because demand in that country isn't searched with the same words or the same intent.
The scope
We prioritise markets by real opportunity, define the international technical model (domains, folders, hreflang, geolocation) and give local teams guidance they can follow without duplicating work or content.
We don't do bulk translation. We work with your translators or providers and give them the search criteria for each market.
How we work it
Four areas so the expansion holds when the fifth and sixth markets arrive.
01
Market prioritisation
Enter where there's demand and room, not where there's appetite.
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- Demand sizing by country and category
- Local competition and the effort needed to be relevant
- Recommended entry order, with what we leave out
02
International technical model
A structure that takes new markets without being rebuilt.
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- Domain, subdomain or folder decision with its consequences
- Hreflang, canonicals and language versus country handling
- Geolocation redirects and market selector
03
Content per market
Speak the way each country searches.
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- Local demand research, not keyword translation
- Briefings and style guidance for teams and translators
- Priority of what gets localised first and what can wait
04
Governance and measurement
Local teams know what they can decide on their own.
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- Shared rules and decision margin per country
- Dashboard per market, comparable across them
- Regular reviews with local owners
Who does it?
MJ leads the international strategy and the specialist team handles the technical, content and data side, with experience in projects across more than ten markets.
Why Laika?
Most international problems are structural, not linguistic.
We've seen projects with four well-translated languages and an architecture that made it impossible for any of them to perform. We start there.
We decide markets with data
Before opening a country we tell you how much demand exists and what effort competing takes.
You always talk to whoever decides
There's no management layer between you and the judgement. MJ leads the strategy and the specialist team executes.
Guidance local teams can actually use
Short documents and clear rules instead of a manual nobody opens.
If we're not the right fit, we say so
Even if that means there's no project for us, or that what you need is something we don't sell.
Frequently asked questions
Country domains or folders?
It depends on your brand, your team and whether you can maintain several sites. We give the recommendation with the consequences of each option, not a blanket rule.
Do you work with our translators?
Yes. We give them the demand research for each market so they translate with search criteria, not just language.
How many markets can we open at once?
As many as your team can maintain. We almost always recommend starting with one or two and using them as a template for the rest.
Tell us about your expansion
With the markets you're in, the ones you want to open and how the site is set up today, we'll tell you where we'd start.
Opening a new market?
We look at structure and demand before the country gets decided.
We look at your project before proposing anything. Reply within two working days at most.
Tell us about your project