Lean, founder-tested step-by-step checklist for closing your first international SaaS sales without local traction or investor capital.
This checklist is for early-stage SaaS founders building in New Zealand who are preparing to sell to global customers for the first time. It captures the operational steps and hard-won lessons from real export experience—particularly relevant if you're building from a bootstrapped or solo founder position.
Step 1: Validate Your Global Fit
Define your international buyer persona (e.g. roles, regions, procurement process)
Research global competitors and pricing benchmarks using tools like Exploding Topics or Google Trends
Check search trends and buyer intent in overseas markets
Confirm your value proposition works without in-person meetings or local presence
Step 2: Structure Your Business to Sell Globally
Price in USD or EUR
Choose a merchant of record like Paddle to handle VAT and invoicing
Compare Stripe if you want full control over the payment flow
Set up Wise or similar for international payments and to manage FX costs
Build async onboarding and demo flows
https://www.loom.com (for video demos)
https://intercom.com/help/articles/using-intercom-asynchronous-support (for async support structure)
Step 3: Set Up Global Infrastructure
Host your platform in US or EU data centers (e.g. AWS Regions)
https://aws.amazon.com/about-aws/global-infrastructure/regions_az/
Implement timezone-independent support (Intercom, Zendesk, HelpDocs, etc.)
Localise UI and onboarding copy (not just translate)
https://www.deepl.com/translator (use for draft translation, followed by review)
Test a full international buyer journey from site visit to onboarding
Step 4: Address Compliance & Legal Requirements
Check MFAT's Dual-Use Export Controls list
Email MFAT with questions: exportcontrols@mfat.govt.nz
Review NZTE’s “Complying with Export Regulations” guide
Determine whether NZ GST applies to your SaaS
Set up basic internal compliance documentation
Step 5: Build a Targeted Go-to-Market Motion
Choose one motion to start:
- Cold outbound (https://mailshake.com or https://woodpecker.co)
- Education calendars for timing outreach: https://www.educationcounts.govt.nz
- Async demos (https://www.loom.com)
Skip general trade shows at this stage
Prepare region-specific sales materials and procurement-ready assets (PDFs, invoices)
Track channel partners and LMS marketplaces relevant to your sector
https://www.edtechdigest.com or your sector-specific marketplaces
Step 6: Track and Iterate
Tag deals by country in your CRM (e.g. HubSpot, Pipedrive)
Track CAC, LTV, and activation using analytics
Collect early customer feedback via async tools or forms
Use insights to iterate onboarding and pricing
