The $8 Billion Playbook: How European Startups Can Win in the U.S.
Interview with Christina Rebuffet-Broadus, US growth expert, CEO of Transatlantia
This week on Reactor, I had an insanely valuable conversation with Christina Rebuffet-Broadus, CEO of Transatlantia and an expert in helping deeptech and climate tech startups successfully enter the US market.
Expanding to the US is one of the biggest growth opportunities for European founders—but it’s also one of the hardest moves to get right. You can’t just show up and expect to raise money or close deals. The culture, investor mindset, and sales processes work differently—and failing to adapt can be an expensive mistake.
That’s why Christina is the person you want on your radar if you’re thinking about taking your startup to the US. She’s spent years guiding founders through the process, helping them avoid costly mistakes and accelerate their growth.
If scaling to the US is part of your growth roadmap, here’s how to tap into Christina’s expertise:
✅ Her newsletter – Weekly insights on fundraising, sales, and US market entry: https://substack.com/@christinarebuffetbroadus?utm_source=activity_item
✅ Her podcast – Real founder stories on scaling to the US successfully:
✅ Her US market expansion program – Work with Christina & her team to land & scale in the US: https://www.transatlantia.com/the-transatlantic-entrepreneur-accelerator
But wait, if you want to go further with Reactor:
Sponsor this newsletter or one of my LinkedIn posts.
Be a guest on my podcast, book me for a conference, or something else? : Work with Reactor.
Listen to my podcast, watch my YouTube channel and my Instagram
Join the free Reactor community on WhatsApp: deep tech and climate-tech entrepreneurs, events, discussions.
Follow me on LinkedIn.
If You Have Only 1 Min, Read This:
Expanding to the US is one of the biggest growth opportunities for deeptech and climate tech startups—but most founders fail because they underestimate the challenges.
Here’s what you need to know:
✅ US investors think differently – They expect fast scaling, vision-first pitches, and warm introductions
✅ US customers buy differently – Sales cycles are faster, but trust and local presence are key
✅ Hiring in the US is expensive & high-stakes – Don't hire a US team too early without validating demand
✅ Legal & fundraising are different – Many investors require a US entity (Delaware C-Corp) to invest
✅ Branding & credibility matter more than in Europe – Thought leadership and PR drive trust and visibility
🚀 Want to scale successfully? Listen to my conversation with Christina Rebuffet-Broadus, CEO of Transatlantia, who has helped countless startups enter the US without making costly mistakes.
🎙️ Listen now: https://www.buzzsprout.com/2352682/episodes/16743774
📩 Subscribe to Reactor Newsletter:
🎥 Watch the full episode on YouTube:
🔥 If US expansion is on your radar, don’t miss this episode. It’s packed with real-world insights & actionable advice.
📌 Why the US Market is a Game-Changer for Deeptech & Climate Tech
The US is the biggest tech and venture capital market in the world. It has:
🔹 More funding – US VCs deploy far more capital than European investors
🔹 Faster scaling opportunities – A larger, unified market with more customers
🔹 More risk-taking – The US rewards bold ideas, whereas European investors tend to be more cautious
But many startups fail to break in because they underestimate the challenges. This episode breaks down exactly what you need to get it right.
1️⃣ Fundraising in the US: It’s a Different Ball Game
Raising money in the US is not just about having a great tech or impact story. US investors think and act differently from their European counterparts.
💰 Key differences between US and European VCs:
✅ US investors expect speed & aggressive scaling—traction in Europe isn’t enough
✅ Storytelling & branding matter—US startups pitch vision first, not just technology
✅ Warm introductions matter more than anything—cold outreach rarely works
🚀 Christina’s Tactical Advice:
👉 Get early traction in the US before raising—having US customers is a must
👉 Understand the investor mindset—VCs will ask: “How do you go from $1M to $100M fast?”
👉 Network aggressively—being connected to the right people will open doors
Subscribe to Christina’s newsletter:
2️⃣ Engineering Mindset vs. Commercial Mindset
Many European deeptech founders come from an engineering-first mindset. That’s an asset when it comes to innovation, but in the U.S., commercial success matters more than technical superiority.
Here’s how I help deeptech startups reframe their approach:
🔹 Stop leading with technology – Instead of “We built a revolutionary AI model,” say, “We reduce failure rates by 60% for industrial manufacturers.”
🔹 Adopt a bold narrative – In the U.S., storytelling isn’t fluff—it’s a growth engine. You need an origin story that sells.
🔹 Speed matters more than perfection – U.S. customers expect quick iterations and MVPs they can test, not 100% polished solutions before launch.
"Your success in the U.S. isn’t about having the best tech—it’s about being the best at selling it." Jerome
3️⃣ US Customers Think & Buy Differently
Selling climate tech or deeptech in the US isn’t the same as in Europe.
🛒 How US buyers operate:
✅ They move fast, but need social proof—they trust brands with a strong reputation
✅ Procurement is structured differently—big contracts require navigating complex sales processes
✅ US corporate buyers don’t want “innovation,” they want results—you need to sell ROI, not just tech
🚀 Christina’s Tactical Advice:
👉 Local presence is key—a remote sales team in Europe won’t be enough
👉 You need strong marketing & branding—content-driven companies build trust faster
👉 Build partnerships—having a US-based distributor or sales partner can speed up adoption
4️⃣ Your Sales Playbook for Entering the US Market with your Deeptech or Climatech Startup
Most European startups don’t sell the way Americans buy. That’s a huge problem when entering the U.S.
Here’s the sales shift I coach deeptech founders through:
🔹 Cold outreach is expected – U.S. buyers actually want to be contacted—if your messaging is sharp and value-driven.
🔹 You need a U.S.-based point of contact – Even if you start remote, having a local representative builds trust.
🔹 Your first 10 customers define your success – Focus on landing key U.S. references early, even if it means adjusting your pricing or offering pilot projects.
"Selling in the U.S. isn’t about convincing—it’s about proving your value fast." Jerome
5️⃣ Hiring in the US – The Biggest Pitfall to Avoid
One of the biggest mistakes startups make? Hiring the wrong people too early.
💼 Common hiring mistakes:
❌ Hiring a country manager too early—before validating market demand
❌ Bringing in high-cost execs before product-market fit
❌ Assuming US salaries are similar to Europe (they’re often 2-3x higher)
🚀 Christina’s Tactical Advice:
👉 Start lean—use contractors, advisors, and fractional hires before making big commitments
👉 Sales is different in the US—hire a sales leader who understands US buying culture
👉 Hire for execution, not just strategy—you need people who open doors and close deals
6️⃣ The Hidden Growth Hack – Community-Led Expansion
European startups often underestimate the power of community-driven growth in the U.S. Unlike in Europe, where sales cycles rely heavily on networking, the U.S. market thrives on engaged online and offline communities.
Here’s what I recommend:
🔹 Leverage niche LinkedIn communities – Get involved in sector-specific groups where early adopters hang out.
🔹 Co-market with U.S. partners – Collaborate with adjacent companies already established in the U.S.
🔹 Use events strategically – Conferences aren’t just for exposure—they’re for closing deals.
"Your first U.S. customers should come from trust networks—not cold marketing campaigns." Jerome
Thanks Christina for this great episode
Watch this episode on YouTube:
Or listen to the episode on the podcast - click on the image
📩 Want More Deeptech & Climate Tech Insights?
🔹 Subscribe to Reactor Newsletter:
Follow us on Podcast, YouTube and Instagram! Thanks for your support! Just click here: YouTube, Instagram, Podcast - Reactor
Want more? Be a guest on my podcast, book me for a conference, or something else? : Work with Reactor.
Join the Reactor community on WhatsApp: deep tech and climate-tech entrepreneurs, events, discussions
Let’s keep building the future of deeptech and climate tech. 🚀
Keep innovating,
Jérôme