What Mentoring Startups at IIT Bombay Taught Me About Taking a Business to the US
In 2022 and 2023 I worked with startup founders as a Growth Mentor at IIT Bombay’s Entrepreneurship Cell. Through Startups24x7, the startup–investor networking platform I founded in 2020, I’ve spoken with many more founders trying to get their first customers and their first cheque. And at Psyber we have helped businesses market themselves in India, the USA, Canada and the UK.
One conversation comes up again and again: “We want to sell in the US. Where do we start?” These are the lessons I share most often.
1. Don’t launch in “the US” – launch in one segment
The US is not one market. It is fifty states, thousands of industries and very different buyer expectations. The founders who make progress pick one segment – a type of customer, an industry or a region – and become known there before expanding. A narrow focus also makes marketing far cheaper, because your keywords, ads and content can be precise.
2. Prove the problem before you spend on ads
Paid advertising in the US is expensive, and it amplifies whatever you already have. If your message doesn’t resonate, ads only help you find that out faster and at a higher cost. Talk to potential customers, run small tests, and make sure people understand and want what you offer before scaling spend.
3. Rewrite your positioning for American buyers
Copy that works in India often needs reworking for the US. American buyers expect directness: what you do, who it’s for, what it costs or how pricing works, and why they should trust you. Use US spelling, US examples and US units, and remove anything that only makes sense to an Indian audience.
4. Trust signals matter more when you’re far away
A US buyer considering a company based overseas will look for reassurance: a US entity or address, clear contracts, recognisable clients, real reviews, named founders with a visible track record, and responsive communication in their time zone. Put these on your website where buyers will see them.
5. Build search visibility early
SEO takes time, which is exactly why you should start it early. Pages that answer your US customers’ questions, a technically sound website and – increasingly – visibility in AI assistants all compound. Our generative engine optimization work focuses on getting businesses cited in tools like ChatGPT and Google AI Overviews, which many US buyers now use to research suppliers.
6. Use paid search to learn, not just to sell
A small, tightly targeted Google Ads campaign tells you which keywords and messages convert. Use that learning to decide where to focus your content and sales effort.
7. Plan for the time difference
India is roughly nine and a half to twelve and a half hours ahead of the US. It can be an advantage – work done overnight – but only if you plan overlap hours for calls, respond quickly and set clear expectations about turnaround.
8. Measure what matters
Track the actions that lead to revenue – demo requests, calls, trials – from day one. Without measurement, you can’t tell whether your US launch is working or just expensive.
A final word to founders
The founders I’ve seen succeed internationally are not always the best funded. They are the ones who stay focused, listen to customers and keep improving their message. Distribution is a skill you can learn, and the earlier you start, the more it compounds.
If you’re planning a US launch and want help with positioning, SEO or paid search, see our US marketing services or get in touch.
About the author: Antriksh Shah is the Founder & CEO of Psyber Inc, a digital marketing agency serving brands across India, the USA, Canada and the UK. He has worked in search marketing since 2009, is a Certified Ethical Hacker with a postgraduate qualification in cyber law, founded the startup–investor platform Startups24x7, and mentored founders as a Growth Mentor at IIT Bombay E-Cell. More about Antriksh.
