Adrian Kinnersley is the Co-founder and CEO of In2America, a company that helps international businesses launch, expand, and scale into the U.S. market through compliant employment and operational solutions. He is also CEO of twentyAI, a specialist recruitment and talent advisory firm focused on technology and data-driven businesses across the U.S. and Europe. With firsthand experience building and scaling companies internationally, he brings deep expertise in U.S. market entry, talent strategy, and navigating complex regulatory environments for high-growth global organizations.

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.

David Rose is the CEO of US Expansion Partners, a firm that helps European technology companies launch, manage, and scale their operations in the United States. He brings over 20 years of leadership experience across Fortune 500 companies, high-growth firms, and venture-backed startups, with multiple successful exits. Having served as CEO three times, he has deep expertise as a startup operator and advisor. David has also participated in leading startup events such as Google Demo Day and TechCrunch Disrupt.

Breaking into the US market is often a critical step for European startups aiming to scale — but what actually determines success once they enter the market? Many founders assume that raising capital is enough, yet expansion introduces new challenges around customers, competition, and positioning. So what does it really take to succeed in the US?

David Rose, a seasoned startup operator and advisor, explains that European founders succeed in the US by first aligning with the right investors and validating product-market fit locally. He emphasizes that many founders fail by targeting the wrong venture capital firms or assuming their success in Europe will translate directly. He highlights the importance of storytelling in US fundraising, where investors often back the founder as much as the business. Ultimately, success comes from combining focused investor targeting, strong positioning, and real market validation. He also stresses that founders need to spend time in the US, engaging directly with customers before scaling.

In this episode of America: Open for Business, host Cameron Heffernan is joined by David Rose, CEO at US Expansion Partners, to discuss how European startups can scale faster and smarter in the US. They explore how to identify the right investors, avoid common expansion mistakes, and validate product-market fit before scaling. David also shares advice on building traction and navigating the US fundraising landscape.

Julie Lawrie is the Co-founder and CEO of Amplifyo, an AI-powered marketing platform that helps businesses scale smarter and faster by automating strategy, campaign creation, and content aligned with business goals. She brings over 20 years of marketing and strategic planning experience across both Australia and the USA, with deep expertise in helping small and medium-sized businesses grow. Julie has over a decade of corporate governance experience and holds business and marketing qualifications. Under her leadership, Amplifyo combines responsible AI with human expertise to make effective marketing accessible and impactful.

Breaking into the American market is a bold move for any international founder. The opportunity is massive, but so are the risks, competition, and unknowns. What does it really take to turn an overseas startup into a thriving US success story?

Julie Lawrie, a seasoned marketing strategist and international founder, believes the key is getting on the ground and testing assumptions in real time. She explains that no amount of desktop research can replace face-to-face meetings, in-market conversations, and firsthand exposure to customer behavior. She highlights the importance of clearly defining ideal customer profiles before entering a new region and using AI to scale strategy without sacrificing nuance. The result is faster traction, smarter positioning, and stronger investor confidence. By combining disciplined research with adaptive marketing systems, she was able to accelerate growth while reducing costly missteps. She also emphasizes building local teams and partnerships early to strengthen long-term momentum.

In this episode of America: Open for Business, host Cameron Heffernan sits down with Julie Lawrie, Co-founder and CEO of Amplifyo, to talk about expanding from Australia into the US market. They explore how SelectUSA helped shape her market entry strategy, why on-the-ground research outperforms remote expansion, and how AI-powered marketing accelerates growth. Julie also shares practical advice for international founders navigating US fundraising and location strategy.