Global scaling: Go-to-Market realities for Kiwi SaaS
Kiwi-born, London-based advisor Peter Gillingwater, NZTE’s Joe Nelson and Flossie founder Jenene Crossan share their views of the UK tech market. Expect a pragmatic read on capital flows, hiring norms, FTA-enabled opportunities, and on-the-ground selling realities, beyond the headlines.
Key themes include:
Market pulse: better than the headlines!
London is not your only option, the UK has four distinct markets, treat them differently.
“Quite often it’s better than what the headlines might predict.” There are green shoots and steady corporate spend, alongside cost-of-living pressure.Capital: cautious but active if your metrics stack up
VCs are writing fewer cheques, prioritising revenue quality and strong teams. Angel investors remain active, bolstered by generous incentives. Fundraising cycles are longer; valuations have reset. R&D credits and regional grants can help.Talent and ways of working: local strength, hybrid by default
Deep, diverse talent pool and global-scale experience; hire strong locals.Government support and the FTA: doors more open
The NZ–UK Free Trade Agreement (FTA) supports data flows and mobility, and reinforces “right to bid” on UK government work, plus goodwill to act on it.Selling and operating: same language, different game
Company setup is easy, but opening a bank account can take months. The UK is highly regulated so get tax,data and privacy advice early. Enterprise sales cycles are longer (18–24 months) and be aware of cultural nuance: Brits seldom say “no” directly, so qualify decisively.
Key takeaways:
Validate early: run primary customer interviews, test pricing and pressure-test GDPR/data before committing.
Go where the odds are better: consider UK regions for cost, talent, grants, and sector clusters.
Fund for the long game: line up angels/VCs, expect longer cycles, and pair capital with R&D credits and regional funding.
Hire for impact: put a founder or senior owner in-market and add A‑grade local talent; set hybrid expectations upfront.
Navigate procurement: plan for longer onboarding, rigorous security reviews and build buyer confidence.
Explore the full video to see how these ideas come to life