Market Expansion: Is Your Company Ready for the Next Market?

Expanding into a new market is one of the biggest bets a company makes after finding traction at home. Whether it's new cities, new states or a new customer segment, the question isn't only how to expand, but whether the company is ready: is the playbook repeatable, do the unit economics hold in a new market, and is capital really the deciding factor, or something else?

In this roundtable, Robin Lien and Shanti Punukollu, Managing Partners at Velix Group, work through these questions with a small group of founders. Robin spent eighteen years at Google building a global enterprise practice; Shanti brings engineering experience from Microsoft and Amazon and has founded her own startup. Both now embed with founders to build go-to-market playbooks that scale.

What we'll talk about:

• How to tell whether your company is ready to expand, and what to fix first

• Choosing your next market: which cities, states or segments to enter, and in what order

• Sequencing and unit economics: what has to work in each market before you scale spend

• Capital vs. execution: what really decides whether an expansion works

Format

• Each founder introduces themselves: name, company and their specific question

• Robin and Shanti introduce themselves and share a short framework (5–10 minutes)

• Open roundtable discussion around the founders' questions

Please come with one concrete question about your expansion plans. What founders share stays in the room.