Interactive online panel
Cultural Fluency, The Blueprint for
US Business Success
30 September 2026
3:00 to 4:00 PM BST
Free
Understanding US business culture is the
real difference between success and failure.
Foothold America, Greater Gain Group and Kelaca present an interactive online conversation for UK and European founders planning their US move.
The session looks at how American companies make critical decisions, build trust and evaluate opportunities. Product quality alone rarely wins the deal.
Founders will leave with a practical blueprint for what to do, and what to avoid, when expanding to the USA.
Reading US Business Culture
American norms catch international founders out early. We look at what surprises them most, how direct communication really needs to be, and which cultural adjustments move the needle on sales.
Trust, Speed and Responsiveness
US buyers judge you on how fast you come back to them. We cover how trust is earned and developed across a deal cycle, and why response time carries more weight than most founders expect.
Inside the US Buying Group
A single US deal can involve legal, finance, IT, operations, compliance, executive sponsors and end users. We look at how to prepare for that, and how to keep momentum across every stakeholder.
Winning Your First US Customers
Early money goes to the wrong places. We cover what to avoid funding too soon, how to know your niche is right, which early investment nearly always pays back, and the one action to take in the next 30 days.
Expert Panelists
Mark
Stimpfig
Strategic Growth Advisor
Foothold America
Laurie
Spicer
Director of US Expansion
Foothold America
Dan
Griffith
Founder and CEO
Greater Gain Group
Keith
Langbo
Founder and CEO
Kelaca
Event Information
date
Wednesday, 30 September 2026
Time
3:00 to 4:00 PM BST
FORMAT
Interactive online panel
Cost
Free
Who should attend ?
Ambitious UK and EU tech and digital founders and C-suite leaders considering or planning US expansion.
By registering, you agree to our privacy policy and terms of service regarding professional events.
CLIENT REVIEWS
Since 2015, hundreds of businesses have put their trust in Foothold America.
"Foothold America was able to get things done for us very quickly. They made life easier for us and worked with us to make sure staff were looked after and that we were able to get up and running."
Operations Manager, UK Network Security Company
"We needed to access the US market to maximize our potential for growth. We selected our employee and Foothold America managed the payroll and payroll taxes, benefits, taxes and other employee logistics, enabling us to avoid dealing with the bureaucratic maze of employing someone in the US."
CEO, Belgium Manufacturing Company
"Foothold America was instrumental in helping my UK company employ field applications sales people in the US without having to set up a US subsidiary, which is the usual route for foreign companies. Foothold America facilitated this by employing the people we had chosen and handling all the employment, terms, salaries, taxes, social costs etc. They then billed us monthly for these costs plus a reasonable service charge. As a result, we were able get going very quickly with our own people in the USA and at a much lower cost base."
CEO, UK Biotech Company
"I couldn’t manage our US subsidiary without Foothold America. Our small HR department isn’t equipped with the knowledge or staff to handle our US employees. I could end my workday in the UK knowing Foothold America would take care of everything in the US."
Head of HR, UK financial services firm
"We currently use Foothold America's Employer of Record Service and plan to move to their People Partnership Service when we set up an entity in the coming months. It’s great knowing we can work with one partner through various stages of our growth."
CMO, Norway IT company
"We started US expansion on our own and soon after, we stumbled over employee benefits leaving our expat staff and families without healthcare insurance. It was a huge risk for them and our company. Foothold America came in and got us sorted. They’ve been taking care of us ever since."
Sr. People Partner, UK software company
Explore our eBook library
How would you like access to a library of eBooks written by industry experts and filled with information covering various areas of US business expansion? It’s yours here at Foothold America, and it includes some of the best quality guides needed to expand your business to the USA. From a guide on setting up a US entity to a guide on hiring US workers, we’ve got it all!
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