The European market is a “must” for companies already established in America. The continent has become a region with great expansion opportunities and economies that are fertile ground for growth. The sooner you seize those rich opportunities the better.
However, most initial European expansions of US tech companies deliver below expectations or do not survive. The reason: Many US corps simply do not have the experience and the knowledge of how to build up European operations. Plus, even though English is a common business language in Europe, communication between the US and European teams can be difficult at the beginning.