You're entering the U.S. and don't know where to start.
You have product, capacity, and maybe a buyer or two — but no entity, no channel strategy, and no one senior on the ground who can read the U.S. buyer for you.
Tony Yang · Cross-Border Business Growth Advisor · Dallas–Fort Worth
Trade runs on trust.
I gave the trust-holder an engine.
国际贸易靠的是信任 — 我给信任装上了引擎。
I help brands, factories, and investors enter and scale in the U.S. market. Twenty years of cross-border business development, one accountable bilingual operator — backed by systems that turn weeks of reporting, tracking, and documentation into days.
Advisory work runs through my practice, La Simple Co. Dallas–Fort Worth.
Free PDF · 12 pages
U.S. Market Entry Playbook
The sequence I run with brands, factories, and investors entering the U.S. — before you incorporate, choose channels, or price the market.
Who I work with
You're already here, but growth has stalled.
You landed the first accounts and then flattened. The problem usually isn't the product — it's channel mix, pricing structure, and a sales operation that was never actually built.
Tariffs moved and your sourcing no longer works.
You need to diversify away from single-country production without losing your cost structure, your quality, or your ship dates — and you need someone who can actually walk the alternative factories.
Each one is an execution problem before it's a strategy problem.
What I do
Market Entry & Growth
For brands, factories, and investors moving into the U.S.
- Go-to-market strategy and positioning for the U.S. buyer
- Retail and e-commerce partnerships
- Distribution and channel development
- Sales operations build-out
- Relocation support: entity, facility, supply chain
I have built and led cross-border BD functions for consumer brands entering the U.S. market.
The Engine
Trust can't be automated. Everything around it can. The same senior judgment, delivered at a speed a traditional firm can't match.
- Reporting leadership can actually read
- Pipeline tracking that reflects reality, not last month's spreadsheet
- KPI frameworks built around your business, not a template
- Bilingual documentation and internal comms on every thread
First written market-entry read in 14 days, not 6 weeks.
How I work
Three stages. You can stop after any one of them.
Diagnostic
2 weeks · fixed fee
Where you actually are, what's blocking entry or growth, and what it takes to move. You work with me directly throughout — no associate handoff.
Deliverable: a written entry read and a prioritized path, yours to keep whether or not we continue.
Entry Sprint
90 days · scoped from the diagnostic
Execution. Go-to-market and positioning for the U.S. buyer, retail and e-commerce partnerships, distribution and channel development, sales operations build-out, and relocation support across entity, facility, and supply chain.
Deliverable: live channels, signed partners, and an operating cadence your team can run without me.
Ongoing Advisory
monthly · limited slots
For companies already moving who need one senior cross-border operator in the room — board-level input, partner negotiations, and escalation on both sides of the Pacific.
Deliverable: standing availability and a monthly operating review.
Most engagements start with the diagnostic. I only take on work where the path is clear enough to name.
About me
One operator, accountable for the outcome.
I work as a single accountable operator, not a layered consulting team. No junior staff learning your business on your budget, no deliverable written by someone who has never met your buyer. My systems absorb the reporting, tracking, and documentation that normally slow an engagement down — the judgment stays human, and it stays with me.
I bring 20+ years of cross-border business development, an MBA from UT Dallas, and native bilingual fluency in English and Mandarin. Based in Dallas–Fort Worth, I have built go-to-market functions from zero, closed enterprise retail and e-commerce partnerships, and managed factory and supply-chain moves on both sides of the Pacific.
What that has meant in practice
- Built go-to-market functions from zero
- Closed enterprise retail and e-commerce partnerships
- Led cross-border BD teams across the U.S. and China
- Managed factory and supply-chain transitions
Selected work
Roles held, functions built, partnerships closed.
Karat Home
Business Development Lead
Cross-Border Market Entry & Brand Partnership Development
Led business development for a home furnishings brand entering competitive U.S. retail and e-commerce channels. Built go-to-market strategy, established key retail partnerships, and structured the operational foundation needed to scale distribution across multiple U.S. channels.
Outcome
Live in multiple U.S. retail and e-commerce channels within 6 months, from a standing start.
Z Gallerie
Cross-Border Business Development
Consumer Home Brand — Sourcing & Partnerships
Directed cross-border BD initiatives for a recognized U.S. home decor brand, focused on expanding sourcing and partnership relationships and strengthening the operational bridge between Asia-based supply and U.S. market demand.
Outcome
Reactivated the national designer network and set up offline pop-up shop and High Point Showrooms.
Spreetail
Cross-Border BD, Function Builder
BD Infrastructure & Enterprise Partnerships
Built the cross-border business development function from the ground up for a large-scale U.S. e-commerce and fulfillment company — closing multiple enterprise brand partnerships, architecting a referral-partner channel, and creating the training and operational infrastructure the function runs on today.
Outcome
Closed multiple enterprise deals at over $10M ICP minimum size, and built a referral-partner channel still in operation today.
- 20+ yrs cross-border business development
- MBA (UT Dallas)
- Bilingual English / 中文
- Dallas–Fort Worth, Texas
Start with a call. We'll know in 15 minutes if this fits.
You'll leave with a read on your entry path, whether or not we work together.
or 微信 Dallastony · tony@lasimpleco.com
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