First 24-hour Market-Entry Event to Hit the Globe

Bill Kenney
2 min readNov 3, 2020

At 8 AM Eastern on October 27th, Soft Land Partners HQ flipped the switch on its event platform, marking the official start of the first-ever, 24-hour expo for internationalizing companies, Soft Land Expo: USA Edition (SLEUSA).

The goal of this 100% virtual event was to provide both international companies seeking to enter the U.S. market AND U.S. companies seeking to internationalize with the knowledge, resources, and partnerships to support their expansion.

“Our goal in designing a 24-hour event for internationalizing companies was to send a simple message: we are here to support you with mission-critical intelligence and relationships no matter what country or time zone you are in,” shared Bill Kenney, Founder of Soft Land Partners.

SLEUSA’s ambitious agenda spoke volumes to that message:

  • 64 workshops (32 inbound and 32 outbound)
  • 3 ecosystem tours
  • 6 hours of networking and matchmaking
  • 3 case studies
  • 3 global investor pitch events hosted by America’s Real Deal™ — RESULTS

The result: live opportunities to connect and learn in every timezone with minute-by-minute engagement peaking at 8,500 interactions on the virtual platform.

Perhaps the largest takeaway from conversations amongst the hundreds of trade and investment professionals, market-entry specialists, and globalizing companies in attendance — whether they were joining from Seoul, London, Budapest, Moscow, Silicon Valley, Sidney, Sao Paulo, or elsewhere — was the importance of a trusted network.

Building a trusted network saves money, time, and enhances the probability of success. As an individual’s trusted network is established new and valuable options and pathways are revealed that accelerate a company’s progress.

“Through trust comes knowledge, and through knowledge comes strategy,” shared Bill Kenney. “At Soft Land Partners, we like to think of ourselves as facilitators of global and cross-border trust-building.”

And based on the sentiments shared, SLEUSA hit its first target.

“This 24-hours has advanced us 6-months on our U.S. market-entry.”

- Aaron Richards, Oziflow International, Australia

“What a great event — Congrats and many thanks — I loved that indeed.”

- Lori Pance, MEDI-RADIOPHARMA Ltd., Hungary

“It was exciting! We never had before such an event, but we enjoyed that!”

- Tamas Gall, Motivive, Hungary

“This was such a great event! Looking forward to the next one!”

- Sophie Alcorn, Alcorn Immigration Law, USA

“It was so fun to be a part of and the day-of tech ended up being easy and delightful.”

- Alice Chin, Your Other Half, USA

Soft Land Partners is a global consortium of professionals and organizations that specialize in helping international companies successfully enter and scale in new countries and markets. For more information and news about upcoming events, the global market-entry marketplace, and monthly virtual meetups in fourteen cities worldwide, visit

Soft Land Expo: USA Edition sponsors include Creative Dimension, Expandise, Global Chamber, the Independent Stock Market, JobsOhio, and the Metro Atlanta Chamber.



Bill Kenney

Helps international B2B companies exhibit at US trade shows.