It’s not just a Numbers Game

Starting a business in a new country is not just about systems and paperwork—it’s about understanding the people and culture around you. In the U.S., business is often more formal, customer-focused, and diverse than what many Afrikaners are used to.

Understanding American expectations and etiquette will help you avoid frustration, build good relationships, and grow your business faster.

Key Cultural Differences to Understand:

Punctuality Matters

• Being on time is seen as a sign of respect and professionalism.
• “Running late” without notice can damage trust, especially in meetings or service appointments.

Everything Should Be in Writing

• Americans are highly legal-minded: contracts, service agreements, and even quotes should be confirmed in writing.
• Never rely on a verbal agreement—get emails, invoices, or contracts as proof.

Direct but Polite Communication

• Americans tend to communicate clearly and directly—but expect politeness, positivity, and friendliness.
• Avoid sarcasm or harsh tones in professional settings—it may be misunderstood as rudeness.

Customer Service is Sacred

• “The customer is always right” is still the guiding belief.
• Smile, listen, and go the extra mile—even if the customer is being difficult.
• Online reviews (Google, Yelp) can make or break a business.

Diversity is Normal

• You’ll work with people from many ethnic, religious, and lifestyle backgrounds. Respect and tolerance are essential.
• It’s illegal to discriminate, even unintentionally. Always treat clients, partners, and employees equally.

Networking is Not Cheating

• Join your local Chamber of Commerce, attend business expos, or join Facebook or Whatsapp groups for local entrepreneurs.
• In the U.S., business success is often about who knows you, not just what you sell.

Find your local Chamber: https://www.uschamber.com/co/chambers

Real Example

In 2024, a refugee handyman in Ohio doubled his customer base by joining a local networking breakfast once a month. He shared business cards and offered small discounts to Chamber of Commerce members—building trust faster than advertising alone.

Cultural Mistakes to Avoid

• Speaking bluntly about politics, race, or religion in business settings—it can alienate clients and partners.
• Underestimating the power of online reviews, appearance, and first impressions.
• Using South African slang or humour that may not translate well.

Final Word

You can do this.

America rewards hard work, initiative, and integrity. Mistakes will happen, but you’ll learn quickly. Be bold, ask questions, and stay humble. This guide is just the beginning—you’re not just launching a business… you’re planting new roots for your family in a land of opportunity.