Start Global Insights: Global Sales, Local's Expertise, Actionable Case Studies

Dmytro Shvets, Global markets expert, B2B Sales and Negotiations Expert
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Welcome to the Start Global Insights. The business podcast for companies looking to expand globally. On this show we interview experts from different countries to get insights about local business culture and help you to enter new global markets. Let’s find together the answers to the questions: How to prepare your business for international trade? How to select proper focus markets? How to get market insights and research new markets? How to find proper local partner and start your sales? How to start cross-border trade? How to make your global trade consistent? And many others… Expanding a business internationally is about more than just crossing borders, it’s about understanding people, cultures, and the mechanics of complex sales. Start Global Insights, hosted by Dmytro Shvets, is a dedicated resource for entrepreneurs, sales leaders, and business owners looking to scale globally. We move beyond generic advice to provide practical, expert-led intelligence on how to successfully enter new international markets and build sustainable B2B sales operations. How We Help You Grow This podcast serves as a high-level learning tool, offering deep dives into the strategies required to sell complex products and services in a globalized economy. We feature a variety of formats designed for the lifelong learner: Local Market Blueprints: We decode the business landscape of specific regions, including Sweden, the Netherlands, Norway, Denmark, and many others, providing direct insights into local business etiquette, market structures, and entry roadmaps. The Story of One Exporter: We go behind the scenes with founders and CEOs who share the real-world trials, errors, and breakthroughs of their expansion journeys. These case studies provide a tactical look at how diverse businesses crack foreign markets. Strategic How-To Guides: Practical frameworks on the essentials of global trade, from choosing the right focus markets and conducting deep-dive research to international B2B lead generation and maximizing your ROI at trade shows. Thematic Deep Dives: Specialist episodes exploring the nuances of international business, including interest-based negotiation (utilizing Harvard methodologies), cross-functional team synchronization, and the "Anatomy of Trust" in intercultural partnerships. Insights from Global Experts Every episode features professionals who have been on the front lines of international expansion: Founders and CEOs of successfully globalized companies sharing their practical "on-the-ground" experience. Global Sales Executives from multinational firms like Cisco and LeanIX discussing complex sales cycles and partner channels. Academic Leaders and Specialists from institutions like Harvard and Stanford focusing on cross-cultural communication and negotiation. Trade Officials and Consultants who reveal how to utilize open data and public resources to accelerate market entry. Start Global Insights is for the professional who values practical skill acquisition and a deeper understanding of the global buyer's journey. Join us and gain the expertise needed to scale your business with confidence. Find the Start Global Insights on all major podcast platforms or on YouTube https://www.youtube.com/@start-global

  1. Negotiating with Ukrainians: Relationship First, Contract Second | Part 2

    APR 29

    Negotiating with Ukrainians: Relationship First, Contract Second | Part 2

    While Part 1 of this series explored the cultural identity of Ukraine, this concluding episode moves directly into the meeting room. The episode is a practical guide for any international leader ready to close deals and manage successful partnerships in the Ukrainian market. Host Dmytro Shvets continues his conversation with cross-cultural expert Maryna Starodubska to share practical tips for negotiating in Ukraine. This episode explains how to turn cultural differences into a clear business advantage. In this episode, we dive into: 00:03:53 - How Ukrainians view written obligations as a mix of fixed rules and flexible frameworks. 00:08:45 - Navigating low-trust environments and the practical steps to build a "trust account." 00:11:38 - Understanding the sequence of deal-making and why the legal agreement follows the personal connection. 00:11:51 - Why decision-makers agree on big-picture principles before managers handle the granular details. 00:14:20 - Managing emotional expression and blunt feedback at the negotiation table. 00:21:09 - How to navigate competitive negotiation styles and frame proposals effectively. 00:26:26 - Why the contract is often seen as a minimum baseline. 00:30:51 - The cultural reasons behind the lack of positive feedback, the fear of "jinxing" success, and the importance of flexible planning. 00:34:49 - Practical advice on decision-maker status, language etiquette, and avoiding regional stereotypes. Whether you are looking to sell to the Ukrainian market, invest or find a reliable local partner, this episode provides the insights necessary to build resilient and productive business relationships. About the Guest: Maryna Starodubska is a cross-cultural interaction consultant and adjunct professor at Kyiv-Mohyla Business School. She has over 20 years of experience in employee relations, culture, reputation management, and crisis communication. She is the author of Understanding Ukrainians: Cross-Cultural Dimensions. LinkedIn profiles: Host, Dmytro Shvets: https://www.linkedin.com/in/dshvets/ Guest, Maryna Starodubska: https://www.linkedin.com/in/starodubska/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz

    39 min
  2. Understanding Ukrainians: A Business Cultural Guide | Part 1

    APR 15

    Understanding Ukrainians: A Business Cultural Guide | Part 1

    As global interest in Ukraine reaches an all-time high, international businesses are looking beyond the headlines to understand the real identity of the nation. In this first episode of a special two-part mini-series, Dmytro Shvets explores the "frontier culture" of Ukraine with cross-cultural expert Maryna Starodubska. Designed for global businesses looking to navigate the Ukrainian market, this episode moves past the headlines to reveal the core identity of the people you will be doing business with Key insights from this episode include: The Power of Status: Why sending mid-level managers to meet Ukrainian founders often leads to failed negotiations.The Trust Gap: Navigating a society with low institutional trust where personal loyalty is the major currency.The Frontier Mindset: Understanding why Ukrainians prioritize acting over planning and "needs-based" entrepreneurship over long-term strategy.Relationships First, Contracts Second: Why a signed agreement in Ukraine is the culmination of trust, not the beginning of it.Managing Uncertainty: Practical advice on breaking long-term strategies into visible, measurable stages.Whether you are an investor, a consultant, or a business owner looking to enter the Ukrainian market, this episode provides the essential cultural foundation needed to build resilient and productive partnerships. Coming Soon: Stay tuned for Part 2, where we dive deeper into the specific tactics of How to Negotiate with Ukrainian Business People. About the Guest: Maryna Starodubska is a cross-cultural interaction consultant and adjunct professor at Kyiv-Mohyla Business School. She is the author of Understanding Ukrainians: Cross-Cultural Dimensions and specializes  in employees relations, cross-cultural interaction, reputation management and crisis communications. LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest: Maryna Starodubska, Cross-Cultural Interaction Consultant, Kyiv Mohyla Business School Adjunct Professor. https://www.linkedin.com/in/starodubska/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz

    39 min
  3. How to Export to Australia: Market Entry Secrets with local expert

    FEB 18

    How to Export to Australia: Market Entry Secrets with local expert

    Australia is often perceived as a remote market, but for international businesses, it represents one of the most affluent and high-growth opportunities in the world. In this episode of Start Global Insights, host Dmytro Shvets interviews Marcus Alexander, Managing Partner of Codu Group, to reveal how international brands can break into the Australian market. What You Will Learn: The "Home of Duopolies": Why the Australian retail landscape is dominated by a few massive players and how to navigate them.The DIY Goldmine: Why high labor costs for tradespeople drive Australians to do it themselves, creating a massive demand for raw materials and tools.3 Routes to Market: The pros and cons of going direct to retailers, hiring international agents, or finding a local distributor.Supply Chain Diversification: Why Australian retailers are actively looking to move away from Chinese dependency and why "Made in Europe" carries a significant price premium.Aussie Business Culture: Why a relaxed, partnership-focused "have a go" attitude wins over a formal suit-and-tie pitch.Timestamps: 03:30 – Overview of the Australian DIY market. 08:00 – 3 Strategies for entering the Australian market. 10:45 – The "Art of the Cold Call" and the element of surprise. 15:00 – Perception of European vs. Chinese quality. 19:40 – Private label vs. own brand entry. 23:50 – Using annual reports to read a retailer's strategy. 26:00 – Navigating Australian business culture. 30:45 – Using Australia as a bridge to New Zealand. LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest, Marcus Alexander https://www.linkedin.com/in/marcus-alexander-aa560224/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz Develop your international expansion strategy with Start Global, your guide to foreign markets. Visit us at https://www.start-global.biz/

    35 min
  4. How to Navigate Complex B2B Sales Qualification in Global Markets

    JAN 21

    How to Navigate Complex B2B Sales Qualification in Global Markets

    Stop wasting time on leads that won't close and learn how to navigate the complex stakeholder web to reach the person with overall authority. In the global market, there is an abundance of clients, but it’s easy to get lost chasing the wrong ones. Most sales teams fall into the "easy to be busy" trap—filling their CRM with activity that never turns into revenue. In this episode of Start Global Insights, host Dmytro Shvets sits down with Olha Kobrina, Channel Sales Manager at Splunk (a Cisco Company), to reveal how to transition from a "pitchman" to an "intelligence agent." Olha breaks down the MEDDPICC framework, a high-stakes qualification methodology used to navigate complex B2B stakeholder ecosystems. In this episode, you will learn: Master the MEDDPICC framework to conduct deep deal health checks.Identify true Champions who will advocate for you internally.Reach the Economic Buyer—the person with ultimate decision authority.Quantify real business pain to create budgets even when none existed.Prioritize high-value leads effectively within complex B2B ecosystems.LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest, Olha Kobrina https://www.linkedin.com/in/olha-kobrina-a0954310/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz Develop your international expansion strategy with Start Global, your guide to foreign markets. Visit us at https://www.start-global.biz/ Timestamps: 03:51 – The Need for Qualification: Prioritizing time in a complex stakeholder ecosystem. 05:36 – The Danger of "Interest": Why customer curiosity can drain your resources without a deal. 12:26 – The MEDDPICC Framework: A deep dive into the industry-standard health check for deals. 15:52 – Champion vs. Coach: Distinguishing between an information source and a true internal advocate. 24:42 – Uncovering Real Pain: Moving beyond technical requests to find the underlying business need. 27:41 – The Budget Conversation: How significant business pain creates funding, even when none was planned. 30:52 – The Economic Buyer: Navigating the person with the overall authority to say "yes" or "no."

    35 min
  5. Intercultural Communication Decoded: The Global Anatomy of Trust

    12/03/2025

    Intercultural Communication Decoded: The Global Anatomy of Trust

    Ready to master Intercultural Communication and adjust your Global Market Entry Strategy? The secret to international business success isn't just your product, it's understanding the global anatomy of trust. In this episode of Start Global Insights, we sit down with cross-cultural expert and author Maryna Starodubska to decode the subtle, often unseen cultural dimensions that make or break international deals. In this episode, you will learn: 0:35 - The Anatomy of Trust: Defining generalized trust and the crucial Global Trust Radius -why a high trust score isn't enough for market entry success. 3:37 - Cooperation Format & Time: Understanding which cultures require face-to-face meetings and socialization versus those that allow trust-building via correspondence. 5:19 - Trust Loans vs. Starting at Zero: The difference between "advanced trust" (loaned in Scandinavia/Baltics) and "earned trust" (required in the Middle East/Asia). 6:20 - Power Distance (Rank Sensitivity): Why your Job Title determines who you need to send to the negotiation table, and how transient trust affects successor relationships. 10:20 - Social Norms & Emotion: How cultural factors like hospitality and emotional expression (Neutral vs. Affective cultures) impact your professional credibility. 13:50 - The Minimum Research (3 Key Rules): The three essential cultural dimensions (Trust, Power Distance, Uncertainty Avoidance) you must check before entering any new market. 17:50 - Five Costly Mistakes: Avoiding common blunders like bluntness, mandated overwork in the EU, and neglecting local expertise in highly competitive markets (like the 50 subcultures of the U.S.). 23:40 - Cost-Benefit Analysis: Why seeking the "easy" market is the wrong strategic move, and the importance of weighing cultural distance against market lucrativeness. Maryna also reveals the key cross-cultural methodologies (Hofstede, Trompenaars, etc.) that you must research for a successful market entry. LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest: Maryna Starodubska, Cross-Cultural Interaction Consultant, Kyiv Mohyla Business School Adjunct Professor. https://www.linkedin.com/in/starodubska/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz

    31 min
  6. How to Enter the Swedish Food Market: Cracking the 3-Player Retail "Monopoly"

    10/22/2025

    How to Enter the Swedish Food Market: Cracking the 3-Player Retail "Monopoly"

    Looking to export your food products to Scandinavia? The Swedish food retail market is worth ~ €27 Billion, but it is famous for its concentration: 90% of all sales are dominated by just three major players. In this essential episode of Start Global Insights, host Dmytro Shvets sits down with Jenny Köpper, CEO of Food Collective and former Category Manager for major Swedish retailers. Jenny shares the insider roadmap for securing product listings and thriving in this highly concentrated market. You Will Discover: The 90% Problem: Why the extreme market concentration dictates your entire sales strategy.Price Myth Busted: Why high Swedish shelf prices are a signal of high logistics costs, not high margins, and how this impacts your financial model.The Buyer's Mandate: What a stressed Category Manager is actually looking for in a product proposal (and why most cold emails fail).The One-Year Rule: Why you must plan for a minimum of 12 months from first contact to first order to succeed in Swedish business culture.The Sustainability Test: The non-negotiable role of traceability and sustainability compliance in securing partnerships and private label deals.The Margin Calculation: The crucial financial calculation required to ensure your partner earns with you, not without you. LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest, Jenny Köpper https://www.linkedin.com/in/jennykopper/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS

    31 min
  7. Go Global Smart: Your Easy Guide to Researching Foreign Markets!

    06/25/2025

    Go Global Smart: Your Easy Guide to Researching Foreign Markets!

    Many businesses jump into international markets without doing their homework, which can lead to big mistakes and wasted money. But what if we told you researching new markets isn't just for huge companies? In this episode of Start Global Insights, host Dmytro Shvets chats with Olga Gvozdyova, a top expert from Ukraine's Entrepreneurship and Expert Promotion office. Olga has tons of experience helping businesses like yours figure out foreign markets and expand internationally. She's here to show you how easy it can be! This episode is full of sources for your market research. In this episode, you'll learn: Why doing your homework on new markets is crucial and can actually save you time and moneyA simple way to start your market research, right from your desk.The key things to look for when researching a new countryWhere to find reliable and often free information to help you, including government agencies and online toolsHow to pick the best countries to focus on, considering both market potential and what your company is ready forTips for getting real-world insights, like talking to potential customers and partners, and checking out trade showsSmart ways to handle all the information you find so you don't feel overwhelmedWhy market research is an ongoing journey and how it can even help you land new dealReady to explore new global opportunities with confidence? Tune in! LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest, Olga Gvozdyova https://www.linkedin.com/in/olga-gvozdyova/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS The URL's mentioned in the interview: https://cbi.eu/market-information https://data.worldbank.org/ Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz Develop your international expansion strategy with Start Global, your guide to foreign markets. Visit us at https://www.start-global.biz/

    37 min
  8. How to enter Dutch markets. Insights from local professional.

    05/28/2025

    How to enter Dutch markets. Insights from local professional.

    Are you an exporter eyeing the Netherlands? This episode of our podcast for exporters offers an insider's look into the Dutch market, featuring Geddy van Elburg, Managing Director of MKB Trade Office and owner of Ion Moon International Digital Marketing Agency. With extensive experience in market analytics and understanding Dutch and international customers, Geddy shares invaluable insights on navigating this unique European landscape. Geddy breaks down how to identify the best entry points based on your industry, moving beyond the obvious hubs of Amsterdam and Rotterdam. This episode delves into the practicalities of market research, from leveraging online tools like LinkedIn and company websites to tapping into official statistics from CBS.nl and Eurostat. You'll also learn the power of local business associations and even how collaborating with local universities can provide fresh, cost-effective market intelligence. Understand the nuances of Dutch communication—their directness, informality, and dislike for exaggeration. Learn how to build trust by having a strong digital footprint and delivering on your promises. Geddy also offers critical advice on the Dutch decision-making process, highlighting their preference for thorough evaluation and the importance of a compelling price-quality-service balance. Tune in to unlock the secrets to successful market entry and negotiation in the Netherlands and transform your approach to international expansion! LinkedIn profiles: Host, Dmytro Shvets https://www.linkedin.com/in/dshvets/ Guest, Geddy van Elburg https://www.linkedin.com/in/geddyvanelburg/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS In your browser: https://rebrand.ly/SGISGRSS The URL's mentioned in the interview: Statistics Netherlands https://www.cbs.nl/ MKB Trade Office https://mkbtradeoffice.com/ Eurostat https://ec.europa.eu/eurostat Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at podcast@start-global.biz Develop your international expansion strategy with Start Global, your guide to foreign markets. Visit us at https://www.start-global.biz/

    35 min
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About

Welcome to the Start Global Insights. The business podcast for companies looking to expand globally. On this show we interview experts from different countries to get insights about local business culture and help you to enter new global markets. Let’s find together the answers to the questions: How to prepare your business for international trade? How to select proper focus markets? How to get market insights and research new markets? How to find proper local partner and start your sales? How to start cross-border trade? How to make your global trade consistent? And many others… Expanding a business internationally is about more than just crossing borders, it’s about understanding people, cultures, and the mechanics of complex sales. Start Global Insights, hosted by Dmytro Shvets, is a dedicated resource for entrepreneurs, sales leaders, and business owners looking to scale globally. We move beyond generic advice to provide practical, expert-led intelligence on how to successfully enter new international markets and build sustainable B2B sales operations. How We Help You Grow This podcast serves as a high-level learning tool, offering deep dives into the strategies required to sell complex products and services in a globalized economy. We feature a variety of formats designed for the lifelong learner: Local Market Blueprints: We decode the business landscape of specific regions, including Sweden, the Netherlands, Norway, Denmark, and many others, providing direct insights into local business etiquette, market structures, and entry roadmaps. The Story of One Exporter: We go behind the scenes with founders and CEOs who share the real-world trials, errors, and breakthroughs of their expansion journeys. These case studies provide a tactical look at how diverse businesses crack foreign markets. Strategic How-To Guides: Practical frameworks on the essentials of global trade, from choosing the right focus markets and conducting deep-dive research to international B2B lead generation and maximizing your ROI at trade shows. Thematic Deep Dives: Specialist episodes exploring the nuances of international business, including interest-based negotiation (utilizing Harvard methodologies), cross-functional team synchronization, and the "Anatomy of Trust" in intercultural partnerships. Insights from Global Experts Every episode features professionals who have been on the front lines of international expansion: Founders and CEOs of successfully globalized companies sharing their practical "on-the-ground" experience. Global Sales Executives from multinational firms like Cisco and LeanIX discussing complex sales cycles and partner channels. Academic Leaders and Specialists from institutions like Harvard and Stanford focusing on cross-cultural communication and negotiation. Trade Officials and Consultants who reveal how to utilize open data and public resources to accelerate market entry. Start Global Insights is for the professional who values practical skill acquisition and a deeper understanding of the global buyer's journey. Join us and gain the expertise needed to scale your business with confidence. Find the Start Global Insights on all major podcast platforms or on YouTube https://www.youtube.com/@start-global

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