Most internationalisation projects fail before the first customer.
Many companies invest in international expansion before confirming where real demand is, how customers search for solutions, and how to open a market profitably.
This playbook brings together 27 years of experience, more than 100 international projects and field-tested frameworks to help you avoid the most common mistakes and build growth systematically.
No theory. No consultant jargon. Only frameworks that work in practice.
“It was excellent. I kept learning something new throughout the playbook. A few times I had to dig a little deeper, but it was never too difficult – the level was just perfect. Spot on.”
Who is this playbook for?
The playbook is written for decision-makers building international growth systematically — not by trial and error.
For CEOs and executives
When the goal is to grow into new markets in a controlled way and avoid costly misjudgments.
For sales and marketing leaders
When you want to build a predictable international lead generation engine and a measurable pipeline.
For scale-ups
When you want to avoid expensive mistakes before making the first investments in a new market.
What you will learn
Practical frameworks for building international growth step by step, systematically.
How to choose the right markets
Criteria for narrowing focus to a few real opportunities.
How to assess demand
How to validate market demand before committing resources.
International B2B SEO and AI visibility
How to get found when buyers are searching for a solution.
Google Ads internationally
How to test demand and scale profitably in new markets.
Building a partner network
How to find, select and manage international distributors and partners.
Most common mistakes
The five mistakes that repeat in almost every internationalisation project.
Practical examples
Lessons from over 100 projects across a dozen industries.
AI B2B Growth Model™
How 27 years of experience, market data and artificial intelligence come together in one model.
Janne Sivula
The playbook is based on my own experience: more than 27 years in international B2B business and more than 100 projects executed across different industries.
I have lived and worked for almost 20 years in Spain, Panama, Colombia and Brazil, building sales, distribution networks and marketing locally — not remotely from Finland.
This is not academic theory. Every action model has been tested in practice, and every mistake has had a real cost in time and money.
Ready to build international growth?
Download the playbook and avoid the mistakes that cost companies the most time and money during internationalisation.
You will receive the guide by email within a few minutes.