Scaling a consumer business beyond domestic borders presents unique challenges that require both preparation and flexibility. Many companies fail in their international expansion efforts despite domestic success, often due to a lack of understanding of local market conditions. Alex Kartsel brings extensive experience in launching and scaling consumer platforms across multiple markets, including his work as country manager for Bolt in Poland and CEO at OLX Autos, where he successfully navigated the complexities of both digital and traditional industries.
Finding Success in Unfamiliar Markets
When Alex became country manager for Bolt in Poland, he was tasked with succeeding where two previous attempts had failed. “I was introducing Bolt to the Polish market during a time when it was a gray zone,” he explains. The ride-hailing platform needed adaptation for Polish consumers – a challenge Alex embraced. His approach worked. “Within two years we grew from zero to the same level as Uber, who was operating much longer on the market,” Alex says. This dramatic turnaround came from understanding local conditions rather than simply importing Bolt’s existing model.
Later, as CEO at a division of OLX Group (part of Prosus and Naspers), Alex built a business buying used cars from private owners and selling to dealers. “We built 35 inspection points where we’re buying cars, then created a bidding platform where dealers could bid on the car conditions,” he says. The offline-online integration proved crucial to success. Now at EWL Group, one of Europe’s largest staffing agencies, Alex applies these lessons as VP of B2C. “I’m responsible for getting candidates from all over the world and ensuring they can come legally to countries where we operate as temporary workers,” he notes.
Respecting Market Differences – Don’t Assume Your Neighbor Is Like You
The biggest mistake companies make? Assuming nearby markets will behave like their home territory. “Just because we are neighbors doesn’t mean we are similar,” Alex cautions. “In the UK you have Amazon, in Poland you have Allegro.” These marketplace differences mean strategies that work in one country often fail spectacularly in another.
Alex recommends three practical approaches instead:
- Accept there’s no perfect formula – “What works in one country doesn’t necessarily work in another,” he says. “Every country is different – consumers have different expectations and competitive landscapes vary.”
- Develop local benchmarks – “You can’t just compare marketing spending across markets,” Alex notes. “What costs X in your home market might cost 3X elsewhere – and that doesn’t mean it’s bad or good.” Each market needs its own measurement standards.
- Find local partners – “Don’t try to do everything yourself, especially in platform businesses,” he advises. “When launching Bolt, we found partners who already had drivers. This made operations easier and helped us scale faster.”
Balancing Data With Decisive Action
The tension between preparation and speed creates another challenge. Alex’s approach balances both: “Ensure you’re making data-driven decisions,” he says, while warning against overthinking. “During the time you’re checking and deciding, it might be too late – someone else will take the risk and succeed before you.” This means researching markets properly but not waiting for perfect information. “Very often you need to have a feeling for the market,” Alex explains. “Being first is crucial.”
Recent global changes have created unexpected openings for businesses willing to adapt. When Trump announced restrictions on Latin American workers, Alex quickly pivoted: “I launched marketing campaigns to connect with recruitment companies that were submitting people to the United States, offering them work in Europe instead.” Similarly, when Poland introduced visa requirements affecting Colombian workers, Alex transformed his Colombian office: “Instead of just recruiting people from Colombia, we made it a regional recruitment agency working with partners across Latin America.” Alex’s final advice echoes his practical experience: “When someone is losing, there’s always an opportunity for others to win. Every time you’re hit by something, don’t spend time on frustration – quickly address the issue and find a new direction.”
Want more insights from Alex Kartsel? Connect with him on LinkedIn to follow his work and expertise.
