On this blog we have often covered moving a business to the Polish and European markets in general. IT has its own specifics, but many of the same recommendations still apply. If you already run a business and want to move it toward the Polish or European market rather than look for generic advice, our article on doing business in Poland is a good starting point.

Choosing a market

Companies typically start looking West for one of two reasons: economic or political instability at home, or the desire for financial stability through clients who can actually pay. “At home clients pay less and pay late, in Europe they pay more, and in a stronger currency” is a common line of reasoning.

If you are coming from Eastern Europe, you are unlikely to be the first company making this move. There are design studios that work exclusively with European clients, and outsourcing firms serving US corporations full-time. Given the ongoing IT talent shortage in Europe, there is room to carve out a niche, provided you meet the key criteria described below.

Even if you are not planning to relocate your whole team to Europe, it is worth finding a couple of Western clients simply to diversify your revenue sources. Even if you eventually want to switch entirely to US or European clients, we would recommend running both in parallel for a while, until you are confident you can reliably win the next contract from a Western client.

Make sure the services you offer are actually in demand in the West. If your whole team has only ever built products for a domestic audience, it may take some time to adjust the skill set.

Preparation

First, decide which specific market you are targeting. Do not lump every client “not from your country” into a single vague “Western client” category, and do not prepare a go-to-market plan around that fictional client.

The UK has strong competition from local firms, unless you plan to compete purely on price. Poland or the Czech Republic can be an easier cultural fit, but do not expect premium rates there. Germany pays more, but without German language skills, closing deals will be hard. The Gulf region (Qatar, UAE) can pay very well, but cultural gaps and negotiation style can be a real obstacle. Japan and Korea are notoriously difficult to enter because of closed local markets and comparatively weak English proficiency.

The safest bet is usually the US and Canada, provided their rates work for you. Demand for developers there is consistently strong, and American clients are generally comfortable working with foreign companies.

Getting paid: technical hurdles

Sooner or later you may run into a client whose company simply cannot wire money to your bank account directly. There are several practical workarounds: formalise the relationship through a freelance marketplace such as Upwork (expect to pay the platform’s fee), route payments through PayPal or Payoneer, or use an alternative such as a virtual company in Poland.

The language barrier

Many companies take language skills far too lightly and overestimate their own team’s abilities. “You had English at school, you can talk to the clients” is a road to nowhere.

If you want to work with Western clients, ideally most of the team should speak solid English; at a minimum, the lead developers (or designers) and the managers must. Hiring an inexperienced sales manager without a good grasp of business English is a fast way to explain why sales in B2B are not moving.

You need conversational English good enough both to understand the client and to explain your side clearly.

Marketing and sales

We live in a globalised world, but scratch the surface and it becomes clear this is far from a flat playing field. Every country, EU member or not, has its own local law layered on top of EU frameworks, plus its own traditions, mentality, and habits. What works well at home is not guaranteed to work in the West.

“Everything runs like clockwork for us, how different can Germans or Americans really be” is a mindset that can turn into an expensive mistake. If you are unsure what to do, research the market in advance:

  • run marketing research;
  • build a client persona;
  • study market conditions and competition;
  • check typical rates and expectations.

If you cannot do this in-house, find partners who can run a market audit for you (we specialise in the Polish market, for instance) and, if needed, provide marketing support. Your portfolio, pitch deck, commercial offer, and other materials will need to be not just translated but genuinely optimised for the market you are entering. Do not underestimate the value of an experienced sales manager who already understands the target market’s mentality and negotiation style. If you already have a proven, experienced salesperson, pairing them with someone hired specifically for the new market can work, but expect it to take time.

Relocating

If things go well, relocating to the country you work with on an ongoing basis is always an option worth considering. As noted above, opening a company in the EU purely to receive payments is not strictly necessary, you always have PayPal, Payoneer, or a virtual company.

If you are close enough to your European client base already, you can also open an office or branch in an EU country with more favourable taxation. And if orders from Western clients are enough to sustain you and your team, while the political or economic situation at home is not great, relocating is a realistic path.

Author: the Moja Firma team.

This article is for informational purposes only and does not constitute legal or business advice. Thinking about relocating your business or IT team to Poland? Book a free consultation.