About Us

Our Story

The background

The first thoughts of starting GoToMarketUSA came to Torbjörn “Bjorn” Milläng when he realized there was a need for a more hands-on and executive partner to help European companies conquer the U.S. market. He learnt early on when working for SIFO and SMG the power and importance of the unknown needs (later successfully implemented by Apple) and how to create a proper value proposition. Knowing this, Bjorn quickly noticed that this was something of a problem when tech companies were looking to expand internationally. To describe the value of their solutions is often something these companies neglected in their communication and they did not know why and how their solution was perceived and used by their clients.

Torbjörn "Bjorn" Milläng, CEO and Founder

So, after working for large corporations and big consulting firms for more than ten years, Bjorn embraced his entrepreneurial spirit and in 2003, in Stockholm, Sweden, GoToMarketUSA was born. He brought the company to the U.S. when he moved here permanently in 2007 and has been running the business out of California ever since.

Views of our office in Irvine, CA.

Today, GoToMarketUSA consists of a core team of highly skilled individuals, extremely experienced advisors from various sectors, and a network of partners with expertise in all areas necessary to establish a company in the U.S. We specialize in assisting high-value-adding companies to enter the U.S. market and can help you successfully conduct business in the U.S. whether you are new to the market or whether you want to expand your existing market presence.

We are not another research agency. We are a business partner creating traction and revenue for innovative companies who want to get established and grow in the U.S. market. Creating the strategy of a US market entry is easy in theory, implementing it is harder. Therefore, we always evaluate our clients based on the fact that we believe we can succeed together – collaboration and partnership is key. And we don’t let go before we have reached our common goals. 

GoToMarketUSA in action.

the team

Torbjörn (Bjorn) Milläng


Laguna Beach, CA

Torbjörn “Bjorn” Milläng has substantial experience as a board member, in management, sales & marketing and as a project manager. He works in the expansion phase of projects when the organization is growing, adapting to changes and increasing customer demands. His projects focus on the business model, revenue stream and customer offering. He is an expert on Med tech and the Industrial sector with projects in the clean tech sector. He has strong connections to private and public companies, the investment community, cities, municipalities, and universities in California. His previous experience includes management consulting as a Senior partner at KPMG and Sifo Group, working for customers such as American Express, IKEA and H&M. He has also held management positions in telecom, automobile, retail, media and advertisement.

Jakob Larsson Stern

Business Operations & Strategy

Irvine, CA

Jakob is a business development enthusiast with a background and interest in marketing, sales, operations, and accounting. He has earned a B.S. in Business and Economics from Lund University, Sweden, where part of the education was spent studying at the Paul Merage School of Business at University of California in Irvine. As of 2017, Jakob is pursuing his MBA at Long Beach State, CA, expected to graduate in the spring of 2019. As a previous intern for both the Swedish-American Chamber of Commerce in San Diego and GoToMarketUSA, Jakob aims to further nurture this partnership.


DIRECTOR OF Business Development

Irvine, CA

Linus is an industrial engineer with diverse set of experiences in operations, project management, and sales throughout Europe and the United States. Proven ability to increase productivity and revenues in variety of global industrial settings. Culturally sensitive professional with ability to fluently speak English and Swedish and good proficiency in Spanish. Desire to increase workplace equity and a passion for teambuilding and creativity. Successes in increasing vendor, employee, and client satisfaction by fostering an effective work environment. Skilled in Leadership, Energy, Strategic Planning, Business Development, and Business Process Improvement. Strong entrepreneurship professional graduated from the Royal Institute of Technology in Stockholm, Sweden. 

ANN Milläng

Business Development: Design, FURNITURE, and Architecture

Laguna Beach, Irvine

Ann Millang is the President of St. Barths Home, a company importing Swedish furniture to the U.S. The company operates today as a wholesale business and by direct internet sales incorporating Modern Classic design drawing inspiration from Sweden’s Gustvian style, Belgium, Paris and the South of France. The company’s current focus is selling furniture reproductions and lifestyle design products, as well as transitional coastal pieces inspired by the sophistication of the Swedish Archipelago. Previous customers include the Kennedy family, Oprah’s designer, and many celebrities such as Steven Spielberg and Kate Kapshaw. Ann has been featured on regular basis in magazines such as House Beautiful, House & Garden, Oprah, Bon Appetite, Elle Déco, InStyle, and The New York Times. Also featured on HGTV in an interview on my design style and in several books including “Hers,” “ Swedish Country Interiors,” and “ A Room of her Own”

Per Lindström

Business Development: Technology, Media & Communications

Los Angeles, CA

Per is a Business Transformational Leader of the digital enterprise with 17+ years of management consulting experiences in business development, leading teams and directing highly complex business technology initiatives across a multitude of industries (e.g. Media, Entertainment & Communication), strategy through execution. Focus to build/optimize business development, strategic operations, organizational processes, business transitions, information management & business insights – driving business value, sales & operational improvements. Genuine interest for identifying and realize business opportunities based on new technologies and business models.  Swedish by origin, wide experience from doing business in the US, Europe, and Asia.

Lovisa Svensson

Business Development & Innovation

Gothenburg, Sweden

Lovisa is originally from Gothenburg, Sweden, but has international experience from living i in both China and the U.S. She is a genuine tech enthusiast with a big heart for people, start-ups, entrepreneurship and new groundbreaking innovations. She holds a B.Sc. in Business and Economics, Major in Entrepreneurship & Innovation Management, from Lund University. After graduating, Lovisa was recruited by a company located in Ideon Science Park, Lund and worked as the CEO for their new start-up project. Initially a part of the Trainee Program at The Swedish-American Chamber of Commerce San Diego, Lovisa now provides support and assistance in different projects in Sweden. 


Business Development: RENEWABLE ENERGY

Irvine, CA

With hands on hydrogen station experience that only a very select few engineers in the world have, Pete is driven to constantly improve hydrogen fueling stations and their supporting infrastructure. By the time he received his Master’s Degree in Mechanical Engineering from the University of California at Irvine, Pete had already had nearly five years of research and development experience related to hydrogen and fuel cell technologies. Understanding the importance of clean energy technologies and California’s push for hydrogen fueled vehicles, Pete is in a unique position to create a positive shift in the hydrogen economy. Backed by a deep moral conviction, it is Pete’s desire to drive hydrogen as a consumer vehicle fuel to a widespread market. Pete realizes there are many challenges facing this technology (IE. Cost, availability, and technology readiness) but believes that fostering open and honest collaborations will be the key to facilitating novel and innovative solutions to these hurdles. Pete strongly believes the solution to our energy needs will need to be a cross platform and holistic approach

Forrest Zhang

Online Business DEvelopment: Amazon.com

Irvine, CA

Forrest is a serial entrepreneur and eCommerce specialist with expertise in online business development. Graduating with a B.S. in Chemistry from the University of Southern California, Forrest’s online ventures include eCommerce brands Voir Labs, Inc. and MelonLuchi LLC. He is also the founder and CEO of Launchify LLC, a turnkey consulting service helping existing brands and manufacturers launch their products onto Amazon.com. With Forrest’s extensive experience in online selling and digital marketing, GoToMarketUSA can help you grow your business on the online space.

Swedish-American Chamber of Commerce, SAn Diego


San Diego, CA

The Swedish-American chamber of commerce San Diego (SACC-SD) and GoToMarketUSA are now introducing a unique collaboration and partnership with new offerings of activities. Our goal is to reach out to tech startups and industrial companies to establish and grow your business in the U.S. market.

In the SACC-SD office you will find Amanda Martinsson, Cecilia Edehult, Jens Bodelsson, and Marcus Holmqvist assisting in building bridges between Sweden and the U.S. 

Read more about this partnership here.



Paul Dhillon

Investor and operational executive Director of the UCI Institute of Innovation Founders Board and Entrepreneur in Residence at The Cove at UCI. Has a passion for high-value-added product companies. Orange County, CA

David B. Jones

Has been involved in venture capital since 1972, e.g. as Senior Partner of Sail Capital Partners of Irvine CA, VP of Union Venture Corporation, CEO of First Interstate Capital Inc., and founding GP of InterVen Partners. Invested in over 100 companies.

David Abel

Founding chairman and managing director of VerdeXchange LLC, an environmental think tank and cleantech event host. Experience from the executive board of LA County Economic Development Corporation, etc. Los Angeles, CA.

Curt Barwick

Partner of McConnell, Dunning & Barwick LLP with prior experience from General Counsel of DVI Inc., member of the corporate/securities department with the Newport Beach office of Buchalter, etc. Aliso Viejo, CA.

Peter Walzer

20+ years of experience from strategic and operational consultation, management of large multidisciplinary programs and projects, systems development delivery initiatives and business process improvements. Orange County, CA

Corporate partners

Without really good experts and organisations supporting us with reports or in depth analysis, we could not be able to focus on delivering our core competence. Great partners, with many years of experience and specific knowledge, is key to understand the overall risks and opportunities of doing business in the U.S. This is why we have partnered up with a number of companies – to provide you with the best opportunities possible to succeed in your expansion.

Knobbe Martens

Patent and IP advisor


Our partner and advisor in accounting incl. administrative areas such as payroll and insurances

Baker McKenzie

Multinational law firm, legal advisor in Sweden

Swedish-American Chamber of commerce, san Diego

Our partner in San Diego and partners in special events and in research

University of California, Irvine

Leading University in Orange County


Swedish Consultant company advising GTMU and vetting companies


Partner in Seattle, WA

Swedish Environmental Research Insitute

Technology evaluation and company vetting


Automobile and transportation


Leading accelerator and investor in Orange County for growing companies


Green market place and advisor in policy and regulation

Gladstein, Neandross & Associates

Clean transportation and energy consultants. Regulation and lobbying

Contact us

Do you have any further questions on a U.S. market entry?

Do you want to know more about the opportunities for you and your company?

Are you interested in finding out how we would customize this exciting venture for you?

Please, do not hesitate to contact us!


U.S. office

Bjorn Millang
+1 (949) 300-6280

5151 California Ave, Suite 100
Irvine, CA 92617
United States


European office

Fredrik Silfver
+4670 864 4955

Lennart Almstedt
+4670 545 6088

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