Imagine you want to embark on a journey to an ambitious destination, full of opportunities but also pitfalls: without a clear and detailed map, the risk of getting lost, taking the wrong road or never reaching your destination is very high.
The same is true for those who decide to export to the United States, one of the most challenging but also one of the richest markets for Italian companies.
In this scenario, your “map” is the Business Plan: a strategic document that encapsulates all the information, steps and decisions needed to turn an idea into a concrete goal and, then, into action.
What is the Business Plan for the U.S. and what is it for?
The Business Plan for the U.S. is an operational guide, a detailed blueprint that takes into account the specifics of the market.
Its main function is to plan in detail every step necessary to enter the U.S. market, avoiding costly mistakes and optimizing resources and investments.
It serves to put clear objectives on paper, estimate costs and revenues, foresee possible obstacles and structure an effective operational path.
A good Business Plan for the U.S. must answer fundamental questions such as:
- What are the relocation and logistics costs involved in bringing the product to the U.S.?
- How to handle local regulations, including duties and industry regulations?
- What is the best way to position the brand and reach the target audience?
- How quickly does the product get into the hands of the U.S. customer?
In the following paragraphs we will look in detail at the main elements that make up a business plan for the U.S.: from managing regulations to optimizing logistics, from setting up a local company to distributing the product.
Business plan for the U.S.: modalities and costs of relocation
One of the most critical aspects to consider when planning entry into the U.S. market is the management of costs related to the transfer of goods and local logistics: these elements, often underestimated, significantly affect the profitability of the project.
Italy-US transportation is not simply a matter of shipping: variables such as the mode of transport (air or sea), volume of goods, required delivery time and frequency of shipments must be evaluated; a wrong choice can increase costs or create delays that negatively affect the project.
A key element to consider is lead time, which is the time it takes for the product to leave the Italian facility and arrive at the U.S. customer. This process can be broken down into three key stages:
- From Italy to the US warehouse: includes international transportation and customs clearance, with arrival at the company’s logistics center in the United States.
- From the U.S. warehouse to the U.S. customer’s depot: In this stage, for B2B, products are sent directly to customers’ warehouses; in B2C, they are shipped to the end consumer.
- From the U.S. customer warehouse to the point of sale (B2C only): In some cases, products destined for the consumer market must be further distributed to retailers or sales platforms.
Careful management of all of these steps will optimize time, reduce costs, and ensure efficient service.
Business Plan for the U.S.: the Time To Market (TTM)
One of the most frequently asked questions for those preparing to enter the U.S. market is: how soon will my product be available to the American public?
The answer to this question can be found in the Time To Market (TTM), which represents the total time required to take a product from the design or production stage to its availability to the end customer.
Time To Market (TTM) is central to entry strategy, since not only the time to return on investment depends on this parameter, but also the ability to take advantage of market opportunities at the right time.
An inefficient TTM can lead to significant delays that, in addition to undermining the confidence of business partners and customers, can generate additional costs and loss of competitiveness.
It is therefore essential to plan every step of the process, from production to final delivery, with a focus on synchronization of logistics operations, regulatory compliance and supply chain efficiency.
To optimize the TTM, the Business Plan must include:
- Logistics analysis: choosing the most appropriate mode of transportation, optimizing routes and lead times.
- Inventory planning: ensuring that warehouses are replenished in time to meet demand without excesses or shortages.
- Certification and regulatory compliance management: minimize delays due to lack of documentation or misunderstanding of U.S. regulations.
- Communication and marketing strategy: coordinate the product launch with its actual availability in the market, avoiding discrepancies that could damage brand reputation.
Regulatory and customs aspects in the business plan for the U.S.
Every product that crosses the U.S. border is subject to customs laws, regulations and procedures that must be adhered to with extreme precision.
Mishandling these aspects can lead to delays, penalties or even the detention of goods.
One of the first steps is to calculate customs duties correctly: each product category has specific tariffs that depend on the commodity classification (Harmonized Tariff Schedule – HTS).
Another key aspect is regulatory compliance: if your product falls into regulated industries such as food, cosmetics, or pharmaceuticals, it is likely that it must obtain specific certifications.
The Food and Drug Administration (FDA), for example, requires approval of any imported food or medical device. Labeling must also conform to local standards, including information such as ingredients, nutritional values, and allergens.
Let’s not forget registration procedures: some product categories require a U.S. agent (US Agent) to represent the company to local authorities. This is a step is often overlooked but essential to complete the import process.
Target market in the U.S.: where and how to position your product
Knowing your target audience is very important: thinking of targeting “everyone” can be a costly mistake; to stand out you need to identify the market segment best suited to your product and the strategies to reach it.
A first important distinction is between the B2B and B2C markets :
- In B2B it is essential to build relationships with distributors, buyers and wholesalers. The focus is on building trust and the ability to ensure continuity of supply.
- In B2C, on the other hand, it is necessary to attract the attention of the end consumer, focusing on quality, brand storytelling, and positioning.
In addition to the nature of the market, you need to understand where to position your product. Consumption habits, tastes and purchasing power change depending on the geographic area.
In order to identify the ideal target market for your product, it is essential to conduct a market analysis that allows you to gather key information: learn about your competitors, determine the average selling price (SRP – Suggested Retail Price), and thoroughly understand the buying behavior of your audience.
Gantt Chart for Business Plan
The Gantt chart is an essential tool for turning your Business Plan for Exporting to the U.S. into a clear and organized sequence of activities with clearly defined goals, deadlines and responsibilities.
This diagram allows you to view each phase of the project in a single overview, from the first steps such as market analysis and local partner search, to product launch. Each activity is placed in a timeline that allows you to:
- Identify key steps and priorities.
- Estimate the timeline needed to complete each step.
- Coordinate the teams involved and monitor progress in real time.
Here is a practical example of how to structure a Gantt for U.S. expansion:
Gantt allows you to maintain control over timelines and anticipate any delays or critical issues and act promptly to resolve them.
Business Plan for the U.S.: analysis and evaluation of legal forms
Through the Business Plan, it is possible to assess whether forming a company under U.S. law is the most advantageous choice based on the company’s objectives, type of business and target market.
The choice of legal form-which can vary between LLC, Corporation or Partnership-is closely related to factors such as tax management, growth prospects and the level of commitment the company intends to make to the U.S. market. Indeed, an incorporated company in the U.S. opens the door to operational and relational advantages, such as:
- access to indispensable services, such as the opening of bank accounts and tax registration (EIN), necessary to operate with local business partners and buyers;
- simplification in the management of logistics and human resources, which are essential to ensure smooth operations.
Carefully analyzing this option in the Business Plan allows you to choose the most suitable solution to build a solid base from which to develop all other activities, from logistics to distribution.
Business Plan for the United States: local logistics.
An important aspect of the Business Plan for the U.S. market is the definition of local logistics, an element that directly affects the customer experience.
Organizing an efficient logistics chain is not limited to the transfer of products from Italy to the United States: it includes every step from the local warehouse to delivery to the end customer, whether B2B or B2C.
The most common logistics solutions to consider are:
- Pick-and-Pack: ideal for e-commerce and small shipments, this method allows individual items to be picked from the warehouse and custom-packed for each order.
- Cross-Docking: perfect for reducing storage costs, it allows goods to be quickly transferred from one means of transportation to another without the need for prolonged storage.
- Warehousing and redistribution: a traditional solution that can include services such as labeling, packaging, and shipping to retailers or distributors.
Working with reliable couriers is critical to ensuring on-time delivery and meeting the expectations of U.S. customers, who are accustomed to high standards of speed and efficiency.
In addition to delivery methods, the Business Plan for the U.S. must include detailed planning for logistics costs, transit times, and returns management, elements that can significantly affect profit margins. For example, poor returns management (return policy) negatively affects brand perception and customer experience.
Business Plan for the U.S.: costs, collections and break-even analysis
No Business Plan can be said to be complete without financial planning: it is critical to have a clear understanding of projected expenses and revenue streams to ensure project sustainability.
Financial management in a Business Plan for the U.S. market includes:
- Start-up and operational costs: from transporting goods to renting local warehouses, through incorporation fees and purchasing logistics services.
- Collection management: timing of payments from buyers or end customers, affecting the company’s liquidity.
- Break-even analysis: calculation of the “break-even point” helps identify when the company will begin to cover fixed and variable costs.
Accurate planning avoids cash flow problems and allows you to make strategic decisions based on real data.
Have you already prepared your “map” for the U.S. market? Write to us here and book a personalized consultation to build your Business Plan!
