Breaking into the US Market and Winning as a Global Company With Adrian Kinnersley

Here’s a glimpse of what you’ll learn:

• [2:58] Adrian Kinnersley explains how EOR and PEO solutions help companies quickly enter the US market 
• [4:29] Why the US is far more complex than most international founders expect
• [6:33] What it actually takes to set up and operate a business across multiple states
• [11:15] The costly compliance mistakes companies make when expanding into the US
• [23:42] Hiring challenges, salary differences, and building a strong US team
• [27:19] Why founders need to be on the ground to succeed in the US

‍In this episode:

Expanding into the U.S. market is often seen as a major growth milestone — but it comes with layers of complexity that many international companies underestimate. From navigating state-by-state regulations to building a competitive hiring strategy, the path is rarely straightforward. So what does it really take to break into the U.S. market and succeed?

Adrian Kinnersley, a seasoned expert in global expansion and U.S. market entry, explains that success starts with understanding just how fragmented and nuanced the U.S. system truly is. He emphasizes that companies must rethink their approach to hiring, compliance, and operations, especially given the differences across states and the high cost of talent. He also underscores the importance of using flexible entry strategies like EOR and PEO models to reduce risk while testing the market. Ultimately, businesses that invest time in understanding these complexities are far better positioned to scale effectively. He adds that failing to plan for compliance and cost variations can quickly derail growth. By taking a strategic, informed approach, companies can avoid common pitfalls and build a strong foundation for long-term success.

In this episode of America: Open for Business, host Cameron Heffernan sits down with Adrian Kinnersley, Co-founder and CEO of In2America, to discuss how global companies can successfully enter and scale in the U.S. market. They explore navigating complex state regulations, building effective hiring strategies, and avoiding costly compliance mistakes. Adrian also shares advice on creating a strong on-the-ground presence to drive growth.

‍Resources mentioned in this episode:

• Cameron Heffernan on LinkedIn
• Beyond Borders Marketing 
• Adrian Kinnersley on LinkedIn
• In2America
• twentyAI

Related episodes:

• “The Story of Ugg: Birthing a Billion-Dollar Global Brand With Brian Smith” on America Open for Business
• “Zero to $21 Million in 7 Years With Ben Tietje” on America Open for Business

Quotable moments:

• "The main reason for international companies to use an EOR gives you speed to market."
• "The perception that the United States is united from an employment law and tax perspective is incorrect."
• "Each additional state adds complexity to not just your setup, but your operating costs and complexity of compliance."
• "You can end up paying the wrong things and not pay the right things."
• "If you really want to succeed here, commit to it and spend a significant amount of time here."

Action Steps:

1. Use EOR or PEO solutions to enter the US market quickly: These models allow companies to hire and operate compliantly without setting up a full legal entity, reducing risk and accelerating market entry.
2. Understand state-by-state regulations before expanding: Each state has different laws and tax rules, so early awareness helps prevent costly compliance issues and operational delays.
3. Build a competitive US hiring and benefits strategy: Offering the right compensation and benefits is essential to attract and retain top talent in a highly competitive market.
4. Test the market before fully committing resources: Starting with a lean approach helps validate demand and refine strategy before investing heavily in infrastructure and expansion.
5. Establish a local presence or leadership in the US: Having someone on the ground improves cultural alignment, decision-making, and overall chances of long-term success.