There is no magic formula but, in my experience, it’s all about the team and the execution behind it. Forget about extensive research. Confidence is the fuel you need to succeed!
Before an expansion, we do a market assessment to identify our next growth opportunities. We look at key metrics, such as the demand for tutoring, competition level, purchasing power and more. We also examine the cultural differences and the habits around tutoring. This part is fascinating because you get to learn and understand other countries, perspectives and cultures. As an example, in Germany and France, the culture towards tutoring is mostly connected to a problem: “My child has an issue at school, and we need a tutor”. On the other hand, in markets like Greece or Spain, it’s more common for children to study with a private teacher for a few hours a week, regardless of their school grades.
The first international market we launched outside the DACH region was France. Families in France spend the most money in Europe on private education. This was – besides the fact that I am a native French speaker – one of the reasons that we felt comfortable making France the first country we expanded to. In addition, the culture towards tutoring is similar to Germany, where we had successfully proven our business model to work.
When it comes to the launch of a new market, companies must consider all the local processes and content to be implemented. The so-called International Expansion Playbook is the key to success for us at GoStudent. This playbook contains a list of tasks that must be completed when entering new markets. The playbook is managed by our cross-functional international expansion team. This expansion team consists of one person per department who knows their role inside out. For example, someone from the legal team will check whether terms and conditions fit the new markets, someone from the finance team is responsible for coordinating local tax issues, there is a person who is in charge of attracting local talents, and so on. These core team members will be the ones assessing and implementing their department’s international strategies for the new market, so they should not only be experts in their field, but they should also be hands-on, confident at problem-solving, questioning the status quo, and adept at identifying what needs to be localised.
The next step is the recruitment of the local launch team, comprised of a country manager and a few employees managing the local operations. I always say that GoStudent’s success is based on its people. Our local teams are very large due to the operational nature of our business model, so hiring the right people is crucial. Especially when entering a new market, it is so important to ensure that they have a 100% culture fit with GoStudent and also have a comprehensive understanding of the local market. These are the people who will be setting up the “base-camp” and will shape the culture in your new office from the very beginning. If you get this right, it will not just help your local team thrive, but it will make them fit in with the global mission. My tip: be part of the hiring of the first 10-20 employees, or delegate to someone you know well and trust 100%.
When we started our international expansion, we were advised to steer our local teams centrally to enable consistency and best-practice sharing. There is no need to reinvent the wheel. If you want to go fast, it is crucial that everyone has the same direction in mind. At GoStudent, we keep our main departments centralised. The strategies come from the top and local managers ensure the implementation in-market. The ideas, however, often come from within the markets. So being centralised, doesn’t mean being short-sighted. Ensure your employees have the right infrastructure to share and implement their ideas, within the frame you have set for them.
When entering a new market, companies inevitably have to deal with the issue of localisation. What I mean by this is not necessarily just the translation of the website. The product features, marketing campaigns and sales pitches, among others, need to be localised from a cultural perspective. One can never underestimate the importance of linguistic and cultural nuances. When we prepare for the launch of a market, we do the bare minimum required for localisation. But once we’ve launched the first campaigns and got the first customers and tutors on the phone, we make sure to listen to their feedback and be as reactive as possible to adapt our product, content and processes. Companies must ensure that they do not simply translate, but that they also understand the culture word for word – only then can the service adapt optimally to the new market.
Finally, trust your gut feeling, roll up your sleeves, and be confident that you’ll handle whatever comes your way. Success is a state of mind, not a science!
Laura Warnier is Chief Growth Officer at the online tutoring platform GoStudent, recently valued at €3B making it the #1 European EdTech company. GoStudent was founded in 2016 by Felix Ohswald and Gregor Müller. Laura joined GoStudent in 2018, as the company’s second full-time employee, to develop and execute the commercial strategy. She built a scalable customer acquisition machine from scratch and grew the sales team from 0 to +250 employees. In mid-2020, Laura started GoStudent’s international expansion by launching the French, Belgian and Spanish markets and then conquered Europe and the Americas in 2021, to reach customers across 23 countries to date. Today, Laura is leading a team of 100+ employees across Branding, Marketing, Partnerships and International Expansion. GoStudent has 1,800 employees and +19.000 tutors.
June
18jun10:0016:00Legal Essentials: Supporting Women at Work
18/06/2025 10:00 - 16:00(GMT+00:00)
Did you know that tribunal claims related to menopause, menstruation, fertility treatment and pregnancy loss are rising fast? Many employers don’t realise that these issues can
Many employers don’t realise that these issues can legally qualify as a disability under the Equality Act.
Yet most of these claims are avoidable with the right training, policies and action.
That’s why I’ve partnered with employment lawyer Hannah Strawbridge to deliver a full-day, live online course designed specifically for HR, DEI, and managers.
You will be able to:
Understand your legal obligations around women’s health issues
Recognise when they may be classed as a disability under the Equality Act
Take practical steps to reduce legal and reputational risk
Learn how to avoid tribunal claims
Handle health-related conversations and workplace adjustments with confidence
Create a legally compliant Women’s Health Action Plan
Whether you’re reviewing your current policies or building a strategy from scratch, this course will give you the legal clarity and practical support you need.
DATE: Wednesday 18th June
TIME: 10.00am – 4.00pm
PLACE: Zoom
19jun18:0021:00Discover How You Can Make a Difference at our eCubed Volunteer Social
19/06/2025 18:00 - 21:00(GMT+00:00)
Arch One
83 Rivington St, Shoreditch EC2A 3EY (the old Cargo)
Whatever your interests or skills, there’s a place for you on our passionate volunteer team. Together, we run inspiring
Join us for a relaxed evening of drinks, nibbles, and conversation with the eCubed team. You’ll get a behind-the-scenes look at what we do, how we do it, and the charities we champion.
Curious about getting involved? This is the perfect chance to throw yourself into the eCubed experience and see if it’s the right fit for you. All you need is a can-do attitude and a passion for creating positive change—everything else is a bonus.
Day : Thursday 19th June, 2025
Time: 6:00pm – 9:00pm
Location : Arch One, 83 Rivington St, Shoreditch EC2A 3EY (the old Cargo)
Simply register below, let us know any guests you’d like us to bring. We can’t wait to meet you. You’re guaranteed to meet some awesome people and hopefully be inspired to get involved or even share some new ideas – no pressure, no obligation.
26junAll DayThe Brilliance Summit 2025
26/06/2025 All Day(GMT+01:00)
De Vere Grand Connaught Rooms
The Edinburgh Suite, 61-65 Great Queen St, London WC2B 5DA
We’re proud to announce our partnership with The Brilliance Summit, an electrifying one-day event for women in leadership
This isn’t just a summit—it’s a movement.
“At The Brilliance Summit, women show up, speak up, and level up. They shake off limitations, own their presence, and lean into their next level.”
Taking place in London on Thursday, 26th June this transformative event is curated for ambitious women who lead, whether that’s in the boardroom, the business world, or within themselves.
Here’s why this matters:
We’ve seen the power of what happens when women are given space to show up fully—and this is that space.
As partners, we’re excited to offer our community a discounted ticket.
Use code WeAreTheCity2025 at checkout to access your exclusive rate.
Grab your ticket now at www.thebrilliancesummit.com
Let this be the moment you stop waiting and start owning your brilliance.
26jun08:0017:00WeAreTech Festival | Hybrid Conference
26/06/2025 08:00 - 17:00(GMT+01:00)
etc.venues, St Paul's,
200 Aldersgate St, Barbican, London, EC1A 4HD
As a hybrid event dedicated to empowering women in technology, our festival continues to break barriers and redefine industry norms. This year promises an even more exhilarating experience as we bring together women from diverse backgrounds and experiences to share knowledge, inspire one another, and create new opportunities for growth and advancement in the tech industry.
The WeAreTech Festival is a beacon of inspiration for women in the tech industry, urging them to confidently stride forward in their careers. Our goal is simple yet profound: to inspire and motivate every attendee to take bold steps towards their professional aspirations.
Throughout the day, you’ll have unparalleled access to the wisdom and insights of senior leaders in the tech field. Engage with thought-provoking discussions through our panels, where you can contribute your perspectives and glean invaluable knowledge from industry experts.
But that’s not all. The afternoon sessions are designed to put you in the driver’s seat of your learning journey. Tailor your experience to your needs and interests, shaping your path towards growth and success in the tech world.
And let’s not forget the added perks of speed networking and mentoring. Connect with like-minded individuals, forge meaningful relationships, and gain invaluable guidance from seasoned professionals who are eager to support your journey.
At the WeAreTech Festival, we believe in empowering women to embrace their potential and seize every opportunity that comes their way. Join us, and let’s embark on this transformative journey together.