StJohn Wiles

Market Entry Specialist
Strategy Advisor
Helping entrepreneurs launch and grow

Since the age of 16, I’ve been helping new products and technologies find their way to market — and succeed. Whether you're a solo founder who needs hands-on guidance, or a venture-backed team looking for action-oriented market development, I encourage you to book a 30-minute appointment.

Walk away with insight you can use — and a clearer path forward.

StJohn Wiles, USA Market Specialist

5 HARD Truths about starting in the U.S. Market

1. If sales are miserable in your home market, the USA is not a quick fix

The U.S. market magnifies both strengths and weaknesses. If your product lacks traction, messaging, or customer fit at home, those issues won’t disappear — they’ll be exposed faster and more expensively in the U.S. Entering a new market without solving core problems is like building a house on sand. Fix the foundation first.

2. Amazon isn’t a launch plan

Listing your product on Amazon doesn’t mean it will sell. Without a clear strategy for demand generation, reviews, fulfillment, pricing, and competitive positioning, you’re just one of millions of listings. Amazon is a distribution channel — not a brand builder. If you treat it like your launch strategy, you're likely to burn through inventory, budget, or both.

3. One viral moment doesn’t build a business

A spike in attention can feel like momentum — but without a strong backend, clear positioning, and a repeatable customer experience, it fades fast. The U.S. market rewards consistency more than hype. What matters isn’t just getting noticed once — it’s what happens after: retention, conversion, logistics, and brand trust. Viral is exciting; operational excellence is what lasts.

4. Being “European” or “premium” isn’t a strategy

While European craftsmanship and premium positioning can open doors, they’re not a substitute for clear value. U.S. buyers and consumers are flooded with “premium” claims — what they care about is what makes your product different, relevant, and necessary in their market. If you’re relying on origin story alone, you’ll be outpaced by brands that understand positioning, pricing, and cultural fit.

5. Distributors aren’t a strategy — they’re a tool

Many international brands assume that signing with a U.S. distributor will solve everything. But distributors are not brand builders — they move boxes. Without a clear go-to-market plan, demand generation, and brand support, even the best distributor can’t sell what no one’s asking for. Your strategy drives the distributor’s success — not the other way around.

Services designed to fit your comfort level

  • Advisory Services

    You lead the execution — I guide the strategy.


    You bring the product, team, and ambition. I provide expert advice, insights, and direction on entering and growing in the U.S. market. You take action, with my guidance at every step.

    You can stop or start at anytime.

  • Business Services

    We act together — you fund, I help execute.


    Ideal for growth-focused teams who need hands-on support. I work closely with you to shape strategy and take action — from channel development to early distribution outreach. You fund the work; I help drive momentum.

    We commit to a project together.

  • Full Entry Service

    I lead the entry — and take the risk.

    For select brands with high U.S. potential, I manage the full market entry process. From validation and launch to sales and logistics — I handle execution and absorb the risk. You focus on the product, I focus exclusively on the market.

    We agree to a contract that recognizes my investment.

Brenna Hayson, CEO Rally Labs (New York)

“StJohn has been instrumental in helping US make strategic decisions that continue to deliver long-term value — from advising our market positioning to navigating key supplier relationships. If you’re thinking about selling your product in the U.S., I highly recommend starting with a conversation.”

Rory Stear, Executive Chairman of RapidDx, Former CEO of Freeplay Energy (South Africa)

“Stjohn’s team was a driving force in helping to develop distribution for freeplay in North America. he brings a wealth of knowledge and common sense thinking to a process that can be tricky.”

Kenneth Palmestål, Sustainable Mobility inventor, CabiBUS and SoundRacer (Sweden)

“StJohn and his team helped us successfully build sales in North America for our invention SoundRacer. They believed in us from the start and delivered results that we didn’t know were possible.”

FREE 30-minute exploratory call

Let’s have a conversation — no pitch, no pressure.
In our 30-minute conversation, I’ll get a clear sense of your goals, challenges, and how I can support your growth. You’ll walk away with clarity — whether we work together or not.

Contact Us

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