How to Choose the Right Export Market for Your NZ Tech Business

After ensuring your business is ready to scale internationally, defining a clear value proposition, and identifying your Ideal Customer Profile, the next challenge is deciding where to focus your efforts.

For New Zealand tech companies looking to expand globally, selecting the right export market is one of the most critical decisions. While the "weightless" nature of SaaS means you can sell anywhere, that doesn’t mean you should.

The reality? Not all markets are created equal. And most countries should not be seen as one market. Choosing the wrong one can drain resources, slow traction, and create unnecessary barriers. But get it right, and you accelerate growth, gain strong customer demand, and build a scalable competitive edge.

I understand that expanding into new markets can feel overwhelming, so let's break it down:

🎯 Ensure You Have a Clear Value Proposition

Before selecting a market, ensure your SaaS product is truly differentiated and solves a clear problem for your identified customer. Ask yourself:

• Does your tech solve a pressing problem in this market?

• Are there existing competitors, proving there’s demand?

• Can you stand out against local and global players?

Example: A Kiwi SaaS company specializing in workflow automation for SMEs might find strong demand in the UK, where small businesses rapidly adopt digital tools, but struggle in the US, where enterprise solutions dominate.

🎭 Define Your Ideal Customer Profile (ICP)

Your next market should be where your ideal customers are not just present but actively searching for solutions like yours. Consider:

• Company size & industry – Do they match your existing customers?

• Tech adoption levels – Are businesses open to SaaS solutions?

• Pain points – Are they experiencing the problems you solve?

Example: A cybersecurity SaaS focused on compliance might prioritize markets with strict regulations (e.g. Germany or France) rather than those with lax data protection laws.

📈 Assess Market Size & Growth Potential

Bigger isn’t always better. A smaller but fast-growing market may be easier to penetrate than a saturated, hyper-competitive one. Look at:

• Market size & projected growth rates

• Competitor landscape (is the market under-served or overcrowded?)

• Customer willingness to pay

Example: A Kiwi HR-tech SaaS might see opportunity in Toronto, Canada, where mid-sized companies are investing heavily in digital HR tools, rather than in Silicon Valley, where competition is fierce and companies prefer established platforms.

🔑 Evaluate Market Accessibility & Barriers to Entry

Some markets are easier to enter than others. Consider:

• Regulatory & compliance – Data privacy laws, certifications, security requirements

• Ease of doing business – Bureaucracy, legal frameworks, tax implications

• Localization needs – Does your product require language or UX changes?

Example: Expanding into Japan may require significant localization (language, integrations, and sales approach), while entering Australia might be more seamless due to regulatory alignment.

⚖️ Analyze Competition & Differentiation

Understanding who you’re up against helps position your company effectively.

• Who are the dominant players? What’s their market share?

• Are there underserved segments?

• Does your New Zealand origin provide an advantage? (e.g., quality, sustainability, innovation)

Example: A Kiwi fintech SaaS company could position itself as a secure, regulation-compliant alternative in Germany, leveraging New Zealand’s strong reputation for financial integrity.

💰 Consider Cost of Sales & Customer Acquisition

Not all markets have the same cost structures for sales and marketing.

• How expensive is customer acquisition? (Ads, partnerships, direct sales)

• Can you sell remotely, or do you need an in-market team?

• Are self-service sales viable, or do customers expect high-touch engagement?

Example: A Kiwi EdTech SaaS targeting US universities might need an on-ground sales team, while a productivity SaaS could scale with digital marketing alone.

🌱 Leverage Existing Networks & Soft Landing Opportunities

Markets where you already have connections, partnerships, or inbound interest are lower-risk.

• Customer referrals or inbound demand – Are people already finding you?

• Government trade support (NZTE, Callaghan Innovation, etc.)

• Local partners or investors with in-market expertise

Example: If a Kiwi SaaS company is already attracting inbound customers from Singapore, that’s a strong signal to explore deeper expansion there.

 🧪 Test Before You Commit

Market selection isn’t an all-or-nothing decision. Instead of fully launching, start with low-risk experiments:

• Targeted digital marketing campaigns to gauge demand

• Pilot programs or beta launches with select customers

• Partnerships with local resellers or distributors

Example: A Kiwi MarTech startup could run paid ad campaigns in Canada and Australia to compare traction before fully committing to one market.

Market Fit Over Market Size

Some strategies default to the biggest markets (e.g. the US) without considering whether their product is the right fit. The best export market isn’t always the largest, city, state or country —it’s the one where you can win faster and more efficiently.

By approaching market selection strategically—validating assumptions, leveraging data, and testing before scaling—you increase your chances of sustainable international growth.

💬 What’s been your biggest lesson in choosing export markets? Share your insights below!