Landing Scenarios Summarized: 3 Models for Business Expansion

At Waterloo EDC, we know a thing or two about international business expansion. Drawing from our experience helping over 100 companies invest $2B in our community, we’ve come across three proven models for successful expansion.

By evaluating your company’s size, goals, team composition, investment capacity and industry focus, our team can help match you with the right landing scenario for your business.

1. Explore & Engage: A scaling innovation hub

The Explore & Engage model allows companies to test a market while leveraging key local assets. This low-risk approach is ideal for businesses eager to tap into cutting-edge technology without a major initial investment.

Who it’s for:

• Initial investment under $10M
• Mid- to large-sized enterprises (100+ employees)
• Small launch teams (5+ employees) with plans for future growth
• Specialized teams focused on tech innovation and product development
• Interest in flexible, collaborative workspaces or co-working environments
• Businesses seeking a soft landing before scaling operations
• Companies in tech-driven industries

What to know:

The first step into a new market can involve minimal risk and maximum flexibility. Companies using this model often choose locations with business incubators, co-working spaces and innovation hubs to tap into local networks and assess market potential. By setting up a small, agile team, businesses can leverage local expertise and resources to accelerate product development before committing long-term.

Who’s done it:

Bosch Canada opened an office in the Waterloo region in 2023 dedicated to automotive innovation. The German mobility technology provider assembled a team of engineers and software developers to work on autonomous driving, automated parking and steering technologies. Using this model, Bosch leveraged Waterloo’s tech talent to advance its strategic objectives in automotive innovation.

2. Innovate & Scale: Small office with a growth plan

The Innovate & Scale model is ideal for businesses starting with a modest footprint but planning significant long-term expansion. This approach supports a scalable growth strategy in a new market.

Who it’s for:

• Investment of $10M+
• Startups and established firms
• Companies committed to mid-term expansion (1+ years)
• Plans to build a larger, multifunctional team over time
• Need access to top-tier talent and world-class R&D
• Businesses focused on disruptive innovation and product development
• Looking for cost advantages over major tech hubs

What to know:

This strategy involves selecting a location with strong industry-academic collaboration, high-caliber talent and supportive government policies. Areas with well-established research institutions and business networks provide a solid foundation for growth.

Who’s done it:

Westinghouse Electric expanded its Canadian operations by opening a new engineering facility in Waterloo, with a goal of hiring 100 engineers to support its nuclear energy innovation initiatives. The region’s access to work-ready talent, particularly coming out of the University of Waterloo’s engineering and co-op programs, made it the ideal location for Westinghouse to scale its operations.

3. Establish & Expand: The big capital project

The Establish & Expand model is for businesses ready to make a major investment and establish a long-term presence in a new market. Companies using this model acquire office or industrial space to anchor operations in a strategic region.

Who it’s for:

• Large investment ($100M+)
• Large-scale manufacturers and industries with significant capital investment needs
• Companies committed to long-term expansion (4+ years)
• Businesses looking to purchase or lease land for operations
• Starting with 10+ employees, with significant growth planned
• Require assistance with immigration, relocation, and talent scouting
• Need large office or industrial facilities

What to know:

For long-term expansion, companies should evaluate the full business environment – beyond space and talent. Regulatory policies, infrastructure and community engagement are key considerations.

Who’s done it:

OVHcloud chose Waterloo with this in mind. The cloud computing provider is investing $145M over eight years in a global data centre in Cambridge, one of the region’s three cities. OVHcloud continues to explore collaboration opportunities with local academic institutions and innovation centres, which, along with favourable Canadian data privacy regulations, will support the company’s long-term initiatives.

Taking the next step

Choosing the right expansion model is crucial for aligning your business strategy with your international growth objectives.

• Looking for a soft landing? Start with the Explore & Engage
• Need room to grow? Consider the Innovate & Scale
• Ready to go all-in? The Establish & Expand model is for you.

Waterloo offers a strategic, innovation-driven environment to support every stage of your expansion journey.