The construction industry is rapidly evolving with sustainable and cost-effective solutions. However, for companies looking to expand into global markets, defining the right strategy and securing reliable business partners is essential.
At CuB Consultants, we provided market entry and partner search consultancy for an innovative engineering firm specializing in sustainable solutions. Our work included market analysis, identifying potential partners, and initiating communication to establish strong collaborations in the US construction sector.
Why the US market?
The US construction industry is one of the largest and most competitive in the world, with regions like Texas and California facing significant soil expansion and liquefaction issues that create structural challenges. These conditions present a great opportunity for innovative solutions, particularly in soil stabilization and foundation strengthening. Unlike smaller markets where companies handle sales, production, and distribution together, in the US, these functions are typically managed separately. This makes it essential to find the right partners for sales, manufacturing, and distribution to ensure successful market entry. As sustainability becomes increasingly important, innovative methods to reduce environmental impact and accelerate construction processes are gaining traction, especially in soil and structural engineering.
Market research & strategy development
Our first step was conducting a detailed market analysis to understand the current landscape, competitors, and customer demands. We engaged directly with industry professionals to assess product-market fit and gather feedback.
We discovered that US firms are highly specialized, often reluctant to expand beyond their expertise. As a result, we focused on strategically selecting business partners who could support long-term collaboration.
Identifying business partners
We reached out to 54 companies, including:
- Concrete formwork manufacturers
- Construction material suppliers
- National distributors for concrete producers
- Structural engineering firms
- Sales agencies with strong distribution networks
After extensive evaluations, we shortlisted six key business partners:
- A concrete formwork manufacturer with facilities in Texas and Canada
- A sales agency specializing in foreign brands in the US market
- A sales representative with strong industry connections in Texas
- A national supplier of construction materials
- A leading structural engineering firm with major US projects
- A manufacturer specializing in concrete formwork systems
Through further negotiations, we established pilot projects and test collaborations to move forward with selected partners.
Challenges in entering the US market
Expanding into the US construction sector presented several challenges:
- Building trust – The industry relies on long-term relationships, making it difficult for new firms to gain immediate credibility.
- Regulatory compliance – Meeting US construction standards and certifications was essential for market entry.
- Market specialization – Companies were highly focused on their niche, requiring careful partner selection for seamless integration.
Next steps
To ensure a successful expansion, we are now:
- Launching initial projects with selected partners
- Building brand awareness through industry collaborations
- Engaging with key organizations such as the American Concrete Institute (ACI) to publish articles and promote technology adoption
Would you like to learn more about the construction industry, the US market, or finding business partners? We can arrange a meeting with our lead consultant, who managed a partner search project in the US for an Italian company.
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