Whenever you want to expand or transition from a smaller to a bigger market, the main obstacle is often how well you understand the rules and conditions of the game on the bigger stage. If you lack experience or don't have enough experience with the higher-level market, you need to research it as thoroughly as possible beforehand and find someone—an ally—who knows that level of market (or business).

The major issue is always the cost for delivering the last mile.

When expanding a rural business beyond local markets, some of the biggest obstacles tend to be around logistics, infrastructure, and market access. Delivery and distribution costs—especially the “last mile”—are often higher in rural areas due to limited transportation options and longer distances, which can cut into margins. Beyond logistics, rural businesses may face challenges with digital visibility, since reaching wider audiences requires effective online marketing and the right e-commerce platforms. Building trust with new customers outside the local community can also take time, as buyers often prefer established brands. Finally, access to financing, technology, and skilled labor can make scaling more difficult. Overcoming these barriers usually requires a combination of creative distribution strategies, partnerships, and leveraging digital platforms to extend market reach.

I believe, as so often, it all comes down to your value proposition, and how this value proposition can be adjusted to the new market. One of the strongest levers I have always worked with was pricing (on supply and demand side) as, at the very end, it all all comes down to margins, profit, and EBITA. These parameters are generally applicable, even though they might have to be adjusted to a new market. It is always surprising to me, though, how many parallels there are in every market, so it is most important to stand by your products and understand why you can lead the competition. It doesn’t matter where your market, It’s most important that you capture your clients needs accurately iwhen you do expand, and expect long lead times to build relationships with suppliers, logistics, and clients. Ask them what they think the biggest obstacle might be to expand into their market. This is a great question and I’ve put a lot of time Into thinking beyond the local boundaries, Time is of the essance to capture all the information that is needed to specifically define your obstacles and solve them.