Canada’s Top Female Entrepreneur on Startups and the Value of the US Market

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Canadian startups often focus on home markets first, avoiding the US market. They’re convinced domestic success comes before expansion into the States.

But it doesn’t have to, argues Shannon Rogers, president of Global Relay. In fact, the US market could be a startup’s saviour early on.

“[Global Relay] would not be alive today had we not gone into the US—something Canadians don’t do often enough,” Rogers told Profit, which recently named her Canada’s top female entrepreneur.

She says in the US, customers can be more apt to give new products a chance.

“In many ways, Canada is actually a much harder market,” Rogers contends. “People do things a little differently here—we’re a little more reserved. We had to go to the U.S. and find some success before we could get traction here.”

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