Expanding across the Atlantic fails less from bad ideas and more from latency—decisions waiting overnight, then all week.
Quick Answer: A NYC + Lisbon operating model delivers “follow-the-sun” production, bilingual/local insight, and faster decision loops—ideal for brands expanding across the US and EU.
The cross-border problem
US and EU launches fail from latency (slow decisions), mismatch (US messaging in EU contexts), and fragmentation (multiple vendors, no owner). You need one team that can work both sides of the Atlantic, same week, same sprint.
Why NYC + Lisbon works
- Time-zone relay: New York mornings kick off; Lisbon afternoons ship. You get two productive windows per day.
- Local nuance: Messaging, holidays, compliance (cookies, privacy), and retail calendars differ; Lisbon gives EU proximity without losing US velocity.
- Talent access: Design/dev depth in Portugal; strategy and partnerships in NYC.
- Cost/quality balance: Senior talent without mega-network overhead.
Use cases we see most
- Brand activation for a lifestyle product entering the EU while keeping US performance humming.
- E-commerce replatform or CRO program that needs rapid experimentation across locales.
- Real estate or hospitality launches targeting US buyers/investors with EU assets (and vice versa).
- AEO implementations where entity facts must be consistent across languages and markets.
Localization pitfalls to avoid
- Messaging cadence: US urgency lines often read as pushy in EU markets.
- Compliance: cookie consent, pricing display, and returns policies differ.
- Seasonality: retail and holiday calendars shift; plan go-lives accordingly.
- Payments & logistics: local payment methods and shipping promises drive conversion.
What the first 90 days look like
- Week 0–2: audit (entity/schema, content, analytics), US/EU messaging matrix, KPI targets.
- Week 3–6: quick wins (llms.txt, FAQ/comparison pages, localized landing pages, CRO fixes).
- Week 7–12: authority build (PR/reviews), experimentation (paid/organic), and AEO tuning.
How Plus972 is structured
The NYC + Lisbon model isn’t just time zones, it’s a decision loop that keeps launches moving daily. If your plan relies on next-day answers, you’re already behind.
- HQ: New York City
- Major office: Lisbon
- Presence: Israel & Eastern Europe
- Industries: lifestyle, real estate, technology, travel & hospitality, corporate, community
- Services: e-commerce, brand activation & launch, design consulting, international growth marketing, transformation & modernization
Want a cross-border plan tailored to your timeline? Talk to us