About Us
From Europe to the U.S.
Who We Are
Your Partner for U.S. Market Success
GoToMarketUSA helps European companies enter, grow, and thrive in the U.S. market. Since 2007, we’ve supported over 40 companies with everything from strategy to execution — acting as a hands-on, local partner for their U.S. expansion.
We specialize in:
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Validating product-market fit and identifying growth opportunities
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Crafting tailored U.S. market entry strategies
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Building revenue through client acquisition and strategic partnerships
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Setting up and managing U.S. operations from our California base
Born and raised in Scandinavia, we bring a passion for innovation and a deep understanding of both Nordic and American business cultures. Our mission is to bridge the gap — and accelerate your journey into the U.S.
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Our Story - From Insight to Impact
The idea for GoToMarketUSA began with our founder and CEO, Torbjörn “Bjorn” Milläng. As a management consultant working with leading Swedish corporations, he saw a common challenge: strong technology and innovation often failed to translate into compelling value propositions for the U.S. market. Recognizing the need for a more hands-on, executive-level expansion partner, Bjorn launched GoToMarketUSA in 2007 — with a vision to make U.S. market entry faster, smarter, and less risky for European companies.
Torbjörn and Ann Milläng
(and Skipper)
A Nordic-American team to help you overcome international barriers
Our core team is made up of experienced Nordic professionals based in California, supported by a network of expert advisors and partners across key industries. With roots in Europe and boots on the ground in the U.S., we offer cultural fluency, strategic insight, and practical support to ensure a smoother expansion process.
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We understand the unique challenges of international growth — and we’re here to help you overcome them.
OUR MISSION
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To provide European companies with a clear, strategic roadmap and hands-on execution support for entering and scaling in the U.S. market.​​
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We serve as a one-stop shop for your expansion journey, offering long-term partnership and local presence every step of the way.
Core Values
At GoToMarketUSA, we’re driven by more than just business success. We believe in building lasting relationships and supporting sustainable growth — for our clients, our communities, and the planet.
Success
Our top priority is helping clients achieve long-term growth and profitability. We thrive on shared success — it’s what motivates us every day.
Relations
We see every client relationship as a partnership. Collaboration, trust, and mutual support are the foundation of the results we deliver.
Sustainability
We take a broad view of sustainability — environmental, social, and business. We proudly work with companies that are developing innovative solutions for a better future.
The Team
Our team consists of Nordic and American individuals, allowing us to fully and truly understand the differences in both the culture and business environment that exist between these countries. This is something that has been proven to be very important to our clients, as it creates comfort and a bridge between them and the U.S. market. Additionally, these individuals have a variety of different competencies to help you through all the different stages of expansion.
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Our core team is primarily based in Irvine, CA, with the exception of a few months every year when you can find some of us in Europe. Our business development partners and industry experts are based in both America and Europe.
Strategic Partner Organizations
We work together with a number of qualified organizations in order to achieve our goal of simplifying the expansion process from Europe to the U.S.
The Swedish-American Chamber of Commerce, San Diego
SACC-SD has an extensive network and resources to let you confirm the market opportunities and guide you to the right advisor or service needed to establish your office in Southern California. The Chamber offers a unique first look at the market and can help you plan a visit to get feedback on your business proposition or to find inspiration. GTMUSA has worked with SACC-SD since 2017, providing European companies with a holistic solution to U.S. market entry. Visit their website here!
The Finnish-American Chamber of Commerce, San Diego
FACC-SD is an excellent contact when looking into business opportunities in Southern California. Their Board of Directors and member networks carry extensive expertise and contacts to facilitate international expansion for various types of companies.