Every successful founder eventually faces the same question. You have found product-market fit in your home country. Your growth charts look good. Now you are looking at a map and wondering where to go next.

For many technology companies, the Middle East, North Africa, and Turkey (MENAT) region is the obvious answer. The demographics are young and the digital infrastructure is growing fast. However, many companies make a critical mistake when they first arrive. They assume they can simply copy what worked in London or Berlin and paste it into Riyadh or Istanbul.

This approach rarely works. Real expansion is about respecting the differences in your new home.

The Hidden Weight of Regulation

The biggest surprise for new entrants is often the regulatory landscape. Rules here are not just administrative checkboxes. They define your entire business model.

Take the financial technology sector as an example. In Türkiye, obtaining a license from the Capital Markets Board (SPK) is a rigorous process that requires deep operational adjustments. It is not enough to have good code. You need to adapt your internal processes and documentation to fit local standards. If you try to bypass these steps or handle them remotely without local guidance, you risk stalling your launch for months.

Relationships Drive Revenue

Business in the MENAT region is deeply personal. In many Western markets, you might close a deal over email without ever meeting the other person. Here, trust is the currency of business.

You cannot rely solely on digital marketing to build your presence. You need to show up. This is why having a "soft landing" partner is so valuable. You need access to local networks and stakeholders who can vouch for your credibility. A warm introduction from a trusted local partner is often worth more than months of cold outreach.

Operational Realities

There are also practical challenges that are easy to overlook from a distance. Hiring local talent, setting up a legal entity, and managing taxes require specific local knowledge.

This is why we talk about "Market Expansion and Soft Landing" rather than just "sales". A soft landing means you have a packed market-entry process that handles the heavy lifting for you. It allows your team to focus on what they do best, which is building a great product, while local experts handle the operational complexity.

Moving Forward

The opportunity in this region is massive for companies that are willing to do the work. The key is to approach the market with humility and preparation. Do not just try to sell to the market. Try to become part of it.

If you are respectful of local regulations and invest time in building real relationships, the MENAT region can become your most powerful engine for growth.