Expanding a business into a new country is never straightforward, and our journey at S-PRO in breaking into the Swiss market is proof of that. Over the last eight years, we’ve gradually built a strong presence in Switzerland, officially opening our office two years ago. In this article, I want to share the challenges we faced, the lessons we learned, and the insights we gained along the way.
The Challenges of Starting in a New Country
One of our first major hurdles when expanding into Switzerland was figuring out how to position S-PRO correctly to attract the right team. A key step in overcoming this challenge was expanding our board to include local experts Marco Marchesi and Tal Yampolsky. Their guidance was invaluable in helping us understand the Swiss business mentality, and they played a major role in shaping our team to meet the expectations of the local market.
In addition to their expertise, they introduced us to trusted contractors, such as TBS, who helped refine our vision and mission to better align with the needs of the Swiss market. We quickly realized that working remotely in this market came with significant differences between our initial expectations and the reality of operating in Switzerland. But with the help of our advisory board and local partners, we successfully built a strong, culturally integrated team.
Navigating Cultural Differences and Building Relationships
One of the most fascinating aspects of our journey was navigating the cultural differences between Ukraine and Switzerland. The Ukrainian IT sector is highly structured, but our culture tends to be more assertive when pushing for results. In contrast, Swiss culture values discipline and has a lower tolerance for assertive approaches. At first, we received feedback that our approach could be perceived as too intense.
This required us to adapt our communication style to ensure clarity and comfort for the team. We focused heavily on integrating both cultures by relocating some of our Ukrainian team members to Switzerland while also hiring locally. Feedback from our Swiss team on how to improve cross-cultural collaboration was invaluable, allowing us to merge the proactive nature of both cultures into a cohesive unit.
Leadership and Team Building
Building a team across different countries required a delicate balance between cultural fit and technical expertise. We paid close attention to ensuring that the team members we hired were not only competent but also culturally aligned with our values. For us, it’s been about a 50-50 split between skills and cultural compatibility. Open-mindedness, organization, and proactivity were the key traits we looked for.
Additionally, we invested a lot in our brand to ensure that potential candidates fully understood who we are and what we stand for. We developed a detailed presentation that clearly communicated our mission and values, making it easier to attract the right talent. This transparent approach was essential in building a strong, united team.
Adapting to the Swiss Business Environment
Doing business in Switzerland is quite different from Ukraine, and one of the most significant differences we encountered was the importance of maintaining proactive communication. We learned that in Switzerland, silence often means something is wrong. As a result, we implemented a policy of driving communication on all projects, ensuring that no issue was left unaddressed.
We were also surprised by the emotional investment our Swiss clients had in the success of their projects. Even though Swiss culture is generally more reserved, the level of joy and satisfaction they showed when projects went well was a pleasant surprise. This helped us build stronger, longer-term relationships with our clients.
Key Milestones in Scaling S-PRO in Switzerland
One of the key milestones in our growth was building brand recognition in Switzerland. Despite having a strong network, it took time to establish our reputation. We initially focused on networking and meeting interesting companies and individuals, which gradually led to business opportunities.
A memorable milestone was when we hosted a business event to celebrate our anniversary, bringing together around 100 attendees. One of the speakers, who set a Guinness World Record, shared his experience in a unique and engaging way. This event helped solidify relationships within our network, including with clients we had worked with for years.
Overcoming Legal and Regulatory Hurdles
Navigating the legal and regulatory environment in Switzerland was another challenge. Fortunately, we had local partners like Quality Trend, recommended by our advisory board, who helped us navigate the complexities of compliance. This partnership was instrumental in ensuring that we could remain agile while meeting all necessary legal requirements.
Strategic Insights for Success
Innovation has always been at the heart of our success in Switzerland. This innovation wasn’t just in the products we offered, but also in our approach. For instance, we adopted design thinking to forecast results and guide our processes. Many of our team members are Harvard Business School-certified, which has given us a competitive edge in understanding complex business processes.
Another critical factor was our deep understanding of the Swiss market. After nearly a decade of working with Swiss clients, we had developed a strong grasp of their challenges and cultural nuances. Our extensive partnerships allowed us to provide comprehensive solutions, making us a reliable partner in this competitive market.
Lessons Learned and Future Outlook
One of the most valuable lessons we learned throughout this journey was the importance of taking a cautious, step-by-step approach when expanding into a new country. While this may have slowed us down initially, it ensured that we made thoughtful decisions and avoided costly mistakes.
Looking ahead, I see tremendous growth potential in Switzerland, particularly in innovative areas such as data integration, AI, and automation. We are excited about the future and the opportunities that lie ahead as we continue to scale our business globally.
Final Thoughts
Our journey in Switzerland has been both challenging and rewarding. For any entrepreneur looking to expand into a foreign market, my advice would be to embrace adaptability, build strong partnerships, and maintain proactive communication. At S-PRO, we are committed to continuous growth and innovation, and I’m confident that our experience in Switzerland will help us remain a key player in the tech industry for years to come.
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