On April 7, 2026, within the USANavigator platform, we hosted an experienced U.S. market developer and long-standing partner of AmCham Slovenia. Anthony V. Russo, President of TradeHub International, joined us to share the reality of entering the U.S. market.

A significant part of the discussion focused on positioning. Companies often enter the U.S. with the same story they use at home, yet this approach rarely works. As highlighted, U.S. customers expect a clear value proposition, direct communication, and a strong sense that you understand their market. Without this, even a strong product or service can go unnoticed.

We also explored how to actually get started. Should companies test the market first or establish a legal entity in the U.S.? How do you find the right initial partners? Where do you begin building your network? While there were no one-size-fits-all answers, it was clear that having a presence in the market, either directly or through reliable partners, is often a decisive factor.

Companies frequently enter the U.S. market expecting quick results, but the reality is different. The process is gradual and requires adaptation and, above all, patience. Quick wins are rare; more often, success comes from steadily building trust and presence over time.

Participants also had the opportunity to address their own challenges and ask specific questions, gaining direct and practical insights relevant to their individual situations. This exchange added significant value to the discussion, as companies left with a clearer understanding of their next steps.

If the discussion could be summarized in one key message, it would be: entering the U.S. market is not a one-time decision but a process, and those who approach it as such are far more likely to succeed.