05 — Regional Expansion
We expand by region in sequence, not in parallel. Two regions launched at once historically halves the success rate of both. The order: deepen UK → second UK hub → first international beachhead → second international → multi-region structure.
Entry criteria (a region opens only when ALL are true)
- Three named anchor clients signed or in late-stage pipeline in the region
- Local Country Lead identified and in seat 90 days before first cohort
- Local accredited coach bench ≥ 6 through the Sprint 7 pipeline (not seconded from HQ for >1 cohort)
- Safeguarding pathway mapped to local statutory bodies and tested with a tabletop scenario
- Regulatory scan completed (financial guidance boundaries, data residency, employment law)
- Capacity model (§03) shows positive contribution by month 18 in the regional sub-model
If any criterion fails, the region is deferred, not downgraded. We do not enter regions on hope.
Exit / pause criteria (any one triggers QSR-level review)
- Bench falls below 4 accredited coaches for two consecutive months
- Two consecutive cohorts amber/red on the RAG mix
- A safeguarding incident escalates to Sev 1 with local statutory body involvement
- Regional gross margin < 45% for two consecutive quarters
- Country Lead departs and replacement not identified within 60 days
Sequencing (illustrative, not commitments)
| Wave | Geography | Stage gate | Timing |
|---|---|---|---|
| 0 | London + South East | Live | S1 |
| 1 | Manchester / North West | Anchor clients secured, Country Lead = Regional Delivery Lead | S2 |
| 2 | Scotland (Edinburgh / Glasgow) | Devolved regulatory differences mapped | S2 → S3 |
| 3 | Republic of Ireland | First international; GDPR continuity helps; safeguarding pathway differs | S3 |
| 4 | Netherlands / Nordics | English-language workplace norm; strong workplace wellbeing market | S3 → S4 |
| 5 | North America (Canada first, then US) | Highest regulatory complexity; deferred until §06 localisation playbook proven | S4 |
We do not chase markets primarily because a single client wants us there. One-client expansion = stranded fixed cost.
Beachhead playbook (per region)
Day -180 Region candidate scored against entry criteria
Day -120 Anchor client conversations begin; Country Lead search opens
Day -90 Country Lead in seat; safeguarding + regulatory scan kicks off
Day -60 Local coach pipeline opens (Sprint 7 funnel adapted)
Day -30 Local DSL pathway + sub-processor / data residency confirmed
Day 0 First cohort launches; HQ shadowing on weeks 1, 6, 12
Day +90 Region review: extend, hold, or pull back
Day +180 Second cohort cycle; bench at ≥ 6; or trigger pause criteria
What HQ provides vs what the region owns
| Owned by HQ (global) | Owned by region |
|---|---|
| Curriculum + facilitator runsheets | Local case examples & cultural adaptation |
| Coach competency framework + accreditation | Local coach recruitment + supervision delivery |
| Evidence methodology + Evidence Room | Local data collection & translation |
| Brand, public reports, pricing architecture | Local positioning, partnerships, account management |
| Safeguarding policy + DSL function | Local statutory pathway + tabletop exercises |
Quality standards do not localise. Operations do.
Risk deltas this creates (carried into §09 and Sprint 9 §06)
- RR-NEW-A: First international cohort underperforms → reputational drag in entire region
- RR-NEW-B: Regional bench under-supply leads to HQ-seconded coaches > 1 cohort → quality dilution
- RR-NEW-C: Regulatory mismatch on financial wellbeing scope between UK FCA-style boundary and local equivalent