The Framework

International expansion is a bet. I help you de-risk it.

The MARACA framework is my proprietary methodology for evaluating expansion investments — built over 25+ years, four books, and executive roles at multiple tech companies.

As featured in Harvard Business Review.

My model powered HubSpot’s international growth across 120+ countries.

And it has fueled global growth for many other B2B tech success stories since.

My framework evaluates the three reasons international bets typically fail (or succeed):

• Market Availability (MA)
• Real-time Analytics (RA)
• Customer Addressability (CA)

And teaches you how to think about them in combination.

The combination is what makes or breaks the bet.

Not just theory.

A full framework, proven to work.

Who is it for?

• Investors evaluating cross-border bets
• PE operating partners driving portco growth
• Executives planning market entry

How can you apply it? Two options.

Option #1: Apply It With Me

International expansion is nuanced work. Frameworks don’t apply themselves.

I work directly with a small number of leadership teams and investors to evaluate expansion bets, pressure-test market entry plans, and avoid the expensive mistakes I’ve spent two decades watching companies make.

Need my help?

Let’s discuss. Get in touch.

Option #2: Apply It On Your Own

Get the complete MARACA course: every module, the implementation templates, and a signed copy of the book in which I explain it further, Take Your Company Global.

This course gives you a solid foundation to learn how to apply the framework.

It teaches you how to think about expansion risk before you spend the first dollar.

→ Click here to take my self-paced video course

Watch the introductory video below.