Expanding into the US is a defining milestone for SaaS startups from EMEA (Europe, Middle East, and Africa). The US market is the world’s largest for SaaS, accounting for 56% of all global SaaS companies and projected to reach $412 billion by 2034.
For ambitious founders, breaking into the US is more than just an opportunity—it’s often a necessity for scaling beyond regional markets.
"Whilst the world is flatter from the perspective of SaaS companies being built from anywhere in the world, the US market remains the biggest for SaaS and to really succeed, you need a US Office and team. I've rarely seen an EMEA SaaS company achieve market leading position without doing this."
- Alex Theuma, Founder at SaaStock
For EMEA-based SaaS companies, entering the US means accessing a larger customer base, higher contract values (ACVs), and a thriving venture capital ecosystem. However, expansion isn’t as simple as hiring a sales rep and calling it a day.
The US SaaS landscape operates with different buyer expectations, hiring practices, compliance requirements, and go-to-market (GTM) dynamics compared to EMEA.
Successfully launching in the US requires careful planning and execution. Founders must answer key questions such as:
- How do we structure our US expansion?
- Who should be our first hires in the US? Where should they be located?
- What legal and compliance hurdles do we need to navigate?
- How do we tailor our GTM strategy for the US market?
- What are the key cultural and operational adjustments we need to make?
In this playbook, we’ll walk through everything EMEA SaaS founders need to know to successfully enter and scale in the US market.
We’ll cover market entry strategies, hiring best practices, legal considerations, and operational insights to help you build a high-performing US team and go-to-market strategy that drives long-term success.
We’ll also share the insights we’ve received over the years from multiple leaders and partners that have successfully navigated US expansion.
Why SaaS Founders Expand to the US
For SaaS startups in EMEA, expanding to the US is often a strategic necessity rather than just an option. The US is home to the world’s most mature and dynamic SaaS market, offering unparalleled opportunities for scalability, funding, and customer acquisition.
While Europe has seen rapid SaaS growth in recent years, the US remains the ultimate battleground for category leadership and global expansion.
Key Advantages of the US SaaS Market
- The Largest and Most Developed SaaS Market – Projected to reach $412 billion by 2034, the US has more SaaS companies per capita than any other region, with major players like Salesforce, HubSpot, and Workday, alongside a thriving ecosystem of emerging startups.
- Higher Annual Contract Values (ACVs) and Bigger Deals – US companies spend more on SaaS, leading to larger deal sizes and more predictable revenue compared to EMEA, where pricing can be constrained by regional sensitivities.
- More Funding and Investor Interest – The US venture capital ecosystem is massive, with $43.7 billion invested in SaaS in Q4 2024 alone. Many EMEA startups expand into the US to attract larger funding rounds and scale faster.
- Established Enterprise Buyers and Ecosystem – The US is home to the world’s largest enterprises, many of which are early adopters of new technology.
Key Differences Between the EMEA and US SaaS Markets
While both EMEA and US SaaS markets are experiencing rapid growth, they differ significantly in buyer behavior, GTM strategies, and operational execution.
Understanding these nuances is crucial for a successful expansion.
These differences mean that EMEA founders must rethink their expansion strategy, from hiring and pricing to marketing and compliance.
A direct replication of a European GTM approach won’t work—localization, cultural adaptation, and a strong US-based team are key to success.
Building a Strong US Team: The First Key Hires
Expanding into the US isn’t just about market entry—it’s about fully committing to building a high-performing team that can successfully execute your Go-To-Market (GTM) strategy.
Many EMEA SaaS startups struggle with their first US hires, often making mistakes like hiring too fast, hiring too senior too soon, or offering non-competitive compensation.
Unlike EMEA markets, where businesses often scale through relationships and gradual expansion, the US SaaS market demands a structured, aggressive hiring approach. Hiring just one person at a time—hoping they will single-handedly drive growth—rarely works.
Without the right team structure and commitment to a hiring strategy, companies risk a slow, ineffective expansion that drains resources without results.
Another common challenge is employer brand recognition. Even if your company is well-known in your home market, most US candidates will have never heard of you.
Top talent in the US has many options, and without an established presence, your company may not seem like a viable career move compared to competitors with an existing footprint.
"You have to understand that your brand power will not have the same pull here. You have to be prepared to put a lot of resources around awareness, marketing, and sales before you find success in the US."
- Chris Gannon, Founder of Captivate Talent
This means hiring in the US isn’t just about filling roles—it’s about positioning your company as a great place to work, even if no one has heard of you yet. To compete, you’ll need to move quickly in hiring, refine your candidate pitch, and highlight the opportunity to build something from the ground up.
Your early hires set the foundation for success, but they must be part of a well-thought-out hiring strategy—not a one-off experiment. EMEA founders who treat US hiring as an afterthought or fail to build a strong GTM team early often struggle to gain traction.
A fully committed approach, with a clear hiring roadmap, competitive compensation, and strong leadership alignment, is what separates successful US expansions from those that stall out.
The Key Roles to Hire First for a SaaS Startup Entering the US
Your first hires in the US should be focused on Go-To-Market execution.
Based on Captivate Talent’s experience working with early-stage SaaS startups, here’s the ideal hiring order:
1. Sales & Business Development – GTM Strategy & Closing Deals
First hire: US-based Sales Leader (VP of Sales, Sales Director, or Senior Account Executive)
Many EMEA SaaS startups make the mistake of testing the US market by hiring a single Account Executive first, expecting them to drive revenue independently.
However, this approach often fails because an AE typically lacks the seniority and strategic influence needed to navigate a new market, refine the sales motion, and align with leadership overseas.
Instead, your first US sales hire should be a leader, not just a seller.
"At some point, we decided that we need an American VP of sales. We need someone who can help us with that transition. We already made the first bunch of sales, and now we need to go after the bigger fish. Our product is became more enterprise-ready, and we needed to change the conversation with our customers."
- Roi Ravhon, Co-founder & CEO of Finout
This person should:
- Close early deals and prove product-market fit in the US.
- Refine the sales motion for US customers.
- Hire and train your first sales team as you scale.
This first hire needs the ability to scale—someone who can not only close early deals but also shape the go-to-market strategy, establish a repeatable sales process, and recruit and develop a high-performing team.
Without this level of experience, early hires lack the influence to drive change internally and often struggle to gain the traction needed for US expansion.
2. Marketing – Generating Demand & Building Brand Awareness
First hire: Growth Marketer or Demand Generation Lead
Unlike EMEA, where relationships drive a lot of sales, the US SaaS market requires strong inbound and outbound marketing.
Your first marketing hire should:
- Build a scalable demand generation strategy (SEO, LinkedIn, content, outbound).
- Develop messaging & positioning tailored to US buyers.
- Enable the sales team with high-quality leads and sales collateral.
Without localized marketing and a strong demand gen function, US customers will struggle to discover your product.
3. RevOps & Customer Success – Ensuring Smooth Operations & Retention
First hire: Customer Success Manager (CSM) or RevOps Lead
In the US SaaS market, retention is just as important as acquisition. A CSM or RevOps lead should:
- Manage onboarding and retention for US customers.
- Help sales teams improve revenue predictability.
- Ensure smooth processes across sales, marketing, and finance.
With the higher contract values (ACVs) in the US, customer retention is critical. A strong CSM or RevOps leader can help ensure your customers stay engaged and expand their usage over time.
Where to Hire Your First US Employees
One of the most critical decisions EMEA SaaS founders face when expanding to the US is where to hire their first employees.
For EMEA-based teams, we typically recommend hiring in New York or Boston, as these cities:
- Offer better time zone overlap with EMEA headquarters.
- Have strong SaaS ecosystems and talent pools.
- Provide proximity to investors and enterprise buyers.
Some companies also consider Austin, Texas, or remote hiring for cost savings. However, for high-growth SaaS startups, being in a major SaaS hub often leads to better early hires.
"When choosing your US location, consider where your potential customers, investors, and talent are concentrated. Also think about the cost of doing business, time zone differences with your home office, and even where your potential acquirers might be located."
- Daniel Glazer, Managing Partner at Wilson Sonsini
Compensation Expectations & Structuring Competitive Offers
One of the biggest shocks for EMEA founders is the cost of hiring in the US.
US compensation expectations are significantly higher than in most EMEA markets.
💡 Key Takeaway: US compensation packages often include base salary + commission + equity options. Your offers must be competitive to attract top talent.
- Use salary benchmarks from firms like Captivate Talent to stay competitive.
- Offer strong equity incentives if you can’t match big salary offers.
- Understand the tax implications—payroll taxes, benefits, and legal costs can add 20-30% to the salary.
Avoiding Common Hiring Mistakes (And What EMEA Founders Get Wrong)
Many EMEA SaaS startups struggle with their first US hires because they make one (or more) of these common mistakes:
Hiring too fast without a clear strategy – Don’t rush into hiring just because you “need a US team.” Define who and why you need them first.
Seeing hiring as an administrative task – The founder or hiring manager must be directly involved in the hiring process.
Hiring too senior too soon – A VP without a team won’t be able to execute. Balance leadership with execution.
Lowballing compensation – US candidates will walk away from low offers. Be competitive, or risk losing top talent.
Assuming EMEA hiring strategies work in the US – The US job market is faster, more competitive, and more structured than in EMEA.
“The first few hires set the tone for your US expansion. If you get them wrong, you’ll waste 12-18 months trying to fix mistakes that could have been avoided.”
- Chris Gannon, Founder at Captivate Talent
Adapting to US Business Culture for EMEA SaaS Startups
Expanding into the US isn’t just about hiring the right team and executing a go-to-market strategy—it also requires adjusting to cultural and operational differences that impact leadership, decision-making, and internal alignment.
"Getting a local team is key. There’s a very, very big difference in cultural conversations—like which university someone went to, what the weather was like yesterday, or who won last night’s game. This is embedded into US corporate culture, and it’s not something you can mimic. You need a local team that understands these dynamics, especially for enterprise sales."
- Roi Ravhon, Co-founder & CEO of Finout
Many EMEA SaaS startups underestimate how different US business culture is, leading to misalignment in hiring, communication, and execution speed.
Understanding and adapting to these differences will help accelerate your expansion, strengthen your US team, and improve collaboration between global teams.
Key Cultural Differences Between EMEA & US Business Practices
Key Takeaway: US businesses value speed, efficiency, and direct communication—adjusting to these norms will improve hiring, internal alignment, and sales performance.
Managing a US-Based Team: Leadership & Team Dynamics
Once you start hiring in the US, your leadership approach must adapt to keep your team engaged and productive. US employees expect:
- Autonomy & ownership – They thrive in environments where they can make decisions independently rather than waiting for top-down direction.
- Clear career progression – Salary, equity incentives, and promotions matter more in the US, where job-hopping is common.
- Frequent, direct feedback – In the US, performance reviews are ongoing, not just an annual event. Employees expect clear, actionable feedback.
Building a team across multiple time zones, cultures, and work styles can lead to misalignment if not managed properly. Key challenges include:
- Different communication styles – US business culture is more direct, fast-paced, and action-oriented, while EMEA teams may prioritize collaboration and long-term planning.
- Time zone challenges – Running a SaaS team across Europe and the US (especially the West Coast) can cause delays in decision-making.
- Expectation for quick decision-making – US employees expect faster responses and quicker execution than in some EMEA markets.
Here’s how EMEA founders can successfully manage a US team:
- Establish clear communication cadences – Use tools like Slack, Notion, and Asana to keep global teams aligned.
- Schedule team overlap hours – Ensure at least 2-4 hours of daily overlap between EMEA and US teams for key meetings.
- Adopt a decision-driven culture – Empower US employees to make decisions autonomously rather than waiting for HQ approval.
- Provide cultural training for teams – Educate both US and EMEA teams on each other’s business norms and expectations.
- Move fast in decision-making – Slow approvals and delays frustrate US teams—decisions should be made quickly and efficiently.
- Invest in competitive compensation & career growth – High performers expect clear paths to promotions and raises.
- Provide regular, direct feedback – US employees expect open, results-focused discussions.
Navigating Legal & Compliance for Hiring in the US
Expanding into the US isn’t just about hiring the right talent—it also requires navigating a complex legal, tax, and compliance landscape. The US operates under federal, state, and local laws, meaning there is no single employment framework that applies nationwide. Missteps in setting up your business entity, payroll, or employment contracts can lead to costly fines, lawsuits, or regulatory issues.
For EMEA SaaS startups, choosing the right legal structure, understanding employment laws, and ensuring compliance with tax and labor regulations are essential steps before making your first US hire. Here’s a breakdown of what you need to know.
Note: This is based on our research and experience. You should always consult with a lawyer before proceeding with any US expansion efforts.
Choosing the Right Business Entity: LLC, C-Corp, or Subsidiary?
Before hiring in the US, you need to establish a legal entity. Your structure will affect your tax obligations, liability, and ability to raise investment from US-based VCs. The three most common options for EMEA SaaS startups are:
Understanding Employment Laws: Key Differences from EMEA
US employment laws differ significantly from those in Europe. Unlike EMEA, where employees often have strong labor protections and long notice periods, US employment operates under an ‘at-will’ system.
This means:
- Employees can be terminated at any time without cause (except for discrimination or contractual violations).
- Severance pay is not legally required, though some companies offer it to avoid future legal claims.
- Employment contracts are not required in most states, though offer letters with basic terms are standard.
Key Takeaway:
- Offer letters should outline compensation, benefits, and equity clearly.
- Make sure you comply with state-specific employment laws, as they vary (e.g., California vs. Texas).
- Consider employment contracts for senior hires to ensure alignment on termination clauses and non-compete agreements.
Payroll, Taxes, & Benefits: What EMEA Startups Need to Know
Hiring in the US isn’t just about salaries—you also need to account for payroll taxes, mandatory benefits, and compliance costs.
Many EMEA founders underestimate how much payroll tax and benefits increase the total cost of hiring in the US.
For every US hire, expect to pay an additional 20-30% on top of salary in payroll taxes and benefits.
Key Takeaways:
- Health insurance is not government-provided in the US—employers must offer coverage or risk losing top talent.
- Payroll tax rates vary by state, meaning hiring in Texas or Florida (no state income tax) may be cheaper than hiring in California or New York.
- Using a Professional Employer Organization (PEO) like Justworks, Rippling, or Deel can simplify payroll & benefits administration.
Visas & Hiring International Talent: What EMEA Founders Need to Know
If you want to relocate EMEA employees to the US, you’ll need to navigate US visa laws. The most common visa types for SaaS founders and employees include:
Note: This is based on our research and experience. You should always consult with a lawyer before proceeding with any US expansion efforts.
Go-to-Market & Growth Strategies for EMEA SaaS Startups in the US
Expanding into the US SaaS market isn’t just about hiring the right team and setting up a legal entity—you need a strong Go-to-Market (GTM) strategy to generate revenue, build brand awareness, and successfully compete against well-funded US-based SaaS companies.
The US is the most mature and competitive SaaS market in the world, and many EMEA SaaS startups struggle to gain traction because they fail to localize their GTM approach.
What worked in EMEA won’t necessarily work in the US, and adapting your strategy is critical.
"Ideally, what you wanna do is get pulled into the US by customer traction or user growth. You want to kind of get pulled into the US by customer traction and user growth so that when you go and you spend that money maybe you start moving people over and hiring people over locally, you're pushing at an open door at that point."
- Daniel Glazer, Managing Partner at Wilson Sonsini
Understanding US Buyer Expectations & Sales Cycles
One of the biggest mistakes EMEA founders make when expanding to the US is assuming that what worked in EMEA will work in the US.
The sales cycle, buyer behavior, and competition levels are vastly different.
Developing a US-Specific Sales & Marketing Strategy
For most SaaS startups expanding to the US, your existing European GTM strategy won’t work as-is. You need to adapt your positioning, sales motion, and marketing approach to succeed.
Key Adjustments for US Market Entry:
- Positioning & Messaging: Tailor your messaging to US buyers. Use clear, direct, results-driven language (e.g., “Boost your pipeline by 40%” instead of “Enhance efficiency”).
- Outbound Sales Strategy: Cold email, LinkedIn outreach, and targeted ABM (Account-Based Marketing) campaigns are essential.
- Content Marketing: US buyers trust whitepapers, case studies, and thought leadership—these build credibility faster than direct sales pitches.
- Partnerships & Integrations: Strategic alliances with existing SaaS platforms can accelerate market penetration.
- Localized SEO & Paid Ads: Focus on Google Ads, LinkedIn Ads, and high-intent search traffic.
Pricing & Packaging: Does Your Pricing Model Work for the US?
Many EMEA SaaS startups struggle with pricing when expanding to the US.
European SaaS companies often undervalue their products, leading to credibility issues in the US market.
Common Pricing Mistakes
- Underpricing your product. US customers expect premium SaaS solutions—low pricing can hurt credibility.
- Complex, unclear pricing tiers. Keep it simple—most US SaaS companies offer clear-tiered pricing models.
- Not offering a self-serve plan. Many US buyers prefer to start with a free trial or freemium plan before committing.
Key Pricing Strategies for US Expansion
- Higher ACVs: US customers pay more but expect more value.
- Tiered Pricing Models: Offer Basic, Pro, and Enterprise packages to cater to different segments.
- Transparent Pricing: US buyers prefer clear, upfront pricing (vs. "Contact Us" models).
- Freemium & Trial Models: Many US buyers expect to test a product before purchasing.
Key Takeaway: Test your pricing against US competitors—if you’re significantly cheaper, buyers may perceive lower quality.
With a localized, data-driven GTM strategy, EMEA SaaS startups can successfully enter the US market and build a scalable, high-growth presence.
Conclusion: Your Roadmap to US Expansion
Expanding your EMEA SaaS startup into the US is a huge opportunity, but success depends on more than just setting up an office or making a few hires. T
he US market operates differently, requiring a localized GTM strategy, experienced leadership, and a commitment to hiring and scaling the right way. Many founders underestimate cultural and operational differences, leading to slow traction, hiring missteps, and inefficient sales execution.
The key to a successful US expansion lies in hiring strategically, ensuring legal and compliance readiness, and executing a localized sales and marketing strategy.
Prioritizing experienced sales leadership, demand generation, and customer success early on will accelerate market penetration and drive long-term growth. Additionally, building credibility through partnerships, PR, and strong customer success stories will help gain trust from US buyers faster.
At Captivate Talent, we specialize in helping SaaS startups build high-performing revenue teams in the US market. If you’re ready to scale, let’s talk.
