Ines Nasri Serves as a Panel Moderator on Successfully Marketing a Business in the U.S. at SelectUSA 2025

The 2025 SelectUSA Investment Summit, hosted by the U.S. Department of Commerce, achieved record-breaking attendance with over 5,500 participants from more than 100 international markets and 54 U.S. states and territories. This event continues to serve as a vital platform for fostering foreign direct investment in the United States, connecting global investors, business leaders, and government officials to explore opportunities across various industries, including technology, manufacturing, and clean energy.

One of the summit’s highly attended sessions occurred on Tuesday, May 13. The session opened with two guiding questions for the panelists: what success stories come to mind regarding companies that have successfully expanded and marketed in the U.S., and what common pitfalls should companies and startups avoid when entering the U.S. market?

The session was notably attended by Her Excellency Hanene Tajouri Bessassi, Ambassador of the Republic of Tunisia to the United States, highlighting her commitment to strengthening the bilateral relationship between Tunisia and the United States.

Real-World Expertise and Practical Advice

The panel was moderated by Ines Nasri, founder and CEO of WebPower USA LLC. Ines drew from her extensive experience guiding foreign businesses in their U.S. expansion journey, beginning with her work on the Business Booster Program, where she helped Tunisian entrepreneurs navigate investment opportunities in the United States. She is also a business mentor with SCORE Los Angeles, an advisor with Pacific Community Ventures, a prestigious Forbes Business Council member, and featured among Leaders of Influence by the Los Angeles Business Journal.

She introduced a diverse panel of business leaders with direct experience launching and scaling companies in the U.S.:

• Tonya McNeal-Weary, Managing Director of IBS Global Consulting, shared insights on international market entry and cultural adaptation.
• Stephanie Perrault, CEO of AssistaNova, discussed growing a healthcare business in the U.S.
• Arie Shen, Owner of Madas, Inc., offered perspective on adapting products and messaging for American consumers.

Key Themes: Start Small, Stay Focused

The panel emphasized that businesses should not treat the U.S. as one uniform market. Each region has its own cultural and regulatory nuances. Panelists encouraged companies to focus on a specific region or customer base before scaling nationwide.

They also stressed that true localization goes far beyond translating marketing materials. And shared tips on how to resonate with American consumers.

Branding, Storytelling, and Trust

The panel highlighted the importance of brand storytelling and building authentic connections. Successful brands in the U.S. tend to align their stories with consumer values and timing. In addition to product messaging, panelists pointed out that personal branding can play a major role, especially for international founders. Sharing personal experiences and values can help establish trust with American customers and partners.

Partnerships and People: Building the Right Team

Rather than rushing to build full-time U.S. teams, panelists recommended starting with fractional roles or local advisors who understand the market. They also encouraged thinking creatively about partnerships, such as collaborating with community organizations or unexpected allies to build local credibility.

Lessons from the Field

Audience questions focused on regional marketing nuances, establishing digital trust, and managing customer expectations. The consistent advice was to conduct thorough research and listen carefully before taking action.

The session concluded with encouragement for global founders to build strategies rooted in community support and adaptability. Effective localization doesn't mean losing one's identity but rather having the courage and insight to connect meaningfully with the U.S. market.

Looking Forward

The session received enthusiastic feedback from international founders, many of whom followed up with questions and requests for tailored guidance. Businesses looking to deepen their understanding of U.S. market entry strategies can continue the conversation through mentoring and consulting services.

Interested businesses can connect with Ines Nasri through her company's website for more information on strategic localization, U.S. market planning, and partnership development.

Positive Feedback and Next Steps

The session received enthusiastic and positive feedback from attendees, who appreciated the panel’s practical advice and a clear focus on actionable strategies. Many found the discussion engaging and relevant and forwarded follow-up questions to the panelists. Participants expressed a strong interest in following up with Ines and the panel experts for tailored guidance on navigating U.S. market entry challenges.

For businesses ready to take the next step in successfully entering or expanding within the U.S. market, Ines Nasri offers consulting, mentoring, and strategic marketing services designed to help international companies localize effectively and build trusted relationships.

Interested parties can connect with Ines: Contact Ines and Her Team