Every business owner can agree that the idea of expanding their business overseas sounds quite thrilling, at least on paper. You get the chance to access new opportunities, markets, and international prestige – how could you say no to this? You get global mogul energy. But here’s the thing you might not have thought about: you cannot truly understand the new market you want to enter from a Zoom call. No matter how long you spend discussing with your local specialists, some things just don’t translate through the screen. You need to be there. So, before you start plotting the global expansion from your comfy office, wherever it might be, in Europe or the USA, here’s a bold truth you need to accept: you need to be there to ensure the expansion is successful. And we don’t talk about being there for a week-long visit, staying at a 5-star hotel, but renting a more local accommodation and staying enough to feel the rhythm of the new market. Learn the heartbeat of the place, the locals' habits, and most importantly, their quirks.
And if you choose a destination like Morocco, be prepared for a cultural shock, as it’s one of the most vibrant and unpredictable places on earth. Hence, your presence is not only beneficial but an absolute must.
The practical side of moving to the destination country - a quick guide
Let’s talk logistics. Moving abroad to a country like Morocco, even for a couple of months, can be intimidating for anyone. But you can make it smooth if you have access to the right tools.
Get connected instantly – let’s be real, you cannot build a business when you’re disconnected half the time. That’s where the best eSIM for Morocco saves your sanity because you’ll no longer have to deal with local SIM cards. You can download the digital eSIM before leaving home and activate the Moroccan data plan, to get connected the moment you land.
Learn the basics of the language – you don’t need to be fluent in Arabic or French to impress, but knowing how to say “hello,” “thank you,” and “how are you?” in both languages goes a long way.
Hire local & listen local – a good local consultant or manager can decode business etiquette faster than you ever could. Listen to them not just for translation, but for insight. They’ll save you from cultural faux pas and connect you with the right people.
Embrace flexibility - schedules will shift. Plans will change. People might cancel last minute or invite you to dinner instead. Roll with it. The best deals in Morocco often happen outside the boardroom.
Now, let’s discuss the process in detail.
How can you understand a market you haven’t lived in?
Expanding your business abroad takes more than logistics and translation. You need to learn and change the way of doing things, and the first step in doing it is to start living it. Morocco for example, is an example of cultural duality: it’s a beautiful mix of modern entrepreneurship and traditional hospitality. When walking around towns, you will notice ancient souks next to new startups, and that the locals prefer to start the meetings with a mint tea before getting to numbers. You won’t grasp these things from reading market reports from your home office. You need to live there to see how people talk, shop, network, and negotiate. You need to walk through the markets and understand how trust and community drive commerce here. It may be surprising to learn that in a country like Morocco, businesses operate at a slower pace and deals take time, as relationships often precede contracts.
When you live there for a couple of months, your approach to business expansion changes entirely, and you stop expecting the same timelines as at home.
Use culture shock as a teacher
Let’s not hide behind our fingers and call it what it is, culture shock. And you don’t get it only when you’re exploring as a tourist dressed in a floral shirt; you also experience it as an entrepreneur who wants to expand their business. But the thing with this kind of discomfort is that it provides you with the ideal opportunity to learn. You will find out that time feels different in Morocco, and sometimes the meetings don’t start immediately when you arrive. You will probably be frustrated in the beginning, but as you start comparing the countries, something will click, and you will learn to flow with this new culture. It’s time to adapt your strategy, expectations, and communication style. Transformation doesn’t happen from a PowerPoint deck. It happens when you’re standing in a Casablanca café at 9 a.m., realizing your local partner runs on Moroccan time, and you smile instead of stress.
Presence will open doors and build trust
When you’re a foreigner who wants to open a business in their city, people will want to see you – literally. By being present, you prove you are committed. You also show them that you’re not only testing the waters but are ready to swim. In a place like Morocco, you build trust face-to-face with the audience, over shared laughter, tea, and real conversations. Locals respect effort, and by spending time there you show that you want to understand their language and culture. Don’t rely only on your local representatives, but engage in genuine relationships, and you will find it easier to deal with local challenges.
Spot hidden business opportunities by living locally
Often, the best ideas for global expansion come from daily moments, not from strategy sessions. When you spend time with the locals, you will gather a unique set of data, like unmet needs, local brands, and cultural nuances that could make a difference when crafting your marketing message. Imagine sitting in a Moroccan café, sipping mint tea, and watching people interact. You might notice how family shopping patterns differ from Western ones, or how younger Moroccans blend traditional lifestyles with digital habits. Suddenly, you’re not just an outsider selling to them, you’re an insider who gets it.
Expanding your business abroad takes a lot of courage, but your presence will make the process easier because it allows you to immerse yourself and gain new wisdom.
