GEN USA supports European companies in set up, manage and develop their business in the United States

Gen USA is a “navigator” designed to guide entrepreneurs in an extremely competitive and very complex arena; this allows companies to accelerate market penetration as it helps outline the optimal routes for developing the U.S. territory.

Gen USA is a “one stop source” company as it offers the full range of services to companies who wish to start a commercial branch, set up a production site or simply sell in the US.

Gen USA is the bridge to the United States market; It provides what’s needed to companies in order to have a stable and long lasting business in the U.S.

Gen USA offers to companies the possibility to “host” their branches during the start up phase at its own facilities in the United States, avoiding having to make large initial investments in offices and staff

Gen USA simplifies access to the market as it deals on behalf of companies throughout the process of development and market penetration in the United States, from the “theoretical” phase of market analysis to actual direct implementation in the territory

Gen USA reduces the cost of entering the market thanks to our know-how acquired over time and the structures already in place which can be shared with other customers

Gen USA is managed by both European and American professionals that live and work in both continents; they provide support at all stages of development with expertise in all business functions.

Our staff have high levels of training and competence:

  • all partners were business owners or managers in companies with foreign branches; this allows them to understand the decision-making mechanisms and difficulties to be faced when defining the strategies and investment needed to develop a new market
  • consultants have well defined specializations: market analysis, administration, marketing, logistics, sales, etc; skills in all major business functions.
  • expertise in clearly defined areas (eg mechanical, cosmetics, clothing, etc.): this who know the internal dynamics of specific sectors

The presence of personnel in Europe and the USA ensures continuity:

  • in Europe, the staff is still the main point of. reference for client management, with whom they discuss solutions and strategies for an effective entry into the U.S. market; in Europe ad hoc business plans and feasibility studies are developed.
  • in the U.S., the staff supports the client directly; local staff ensures a direct presence and provides administrative, legal and logistics services.


The Team in the U.S.

Marco Ferri – Lawyer (Miami, Fl)

Mr. Ferri has extensive experience in assisting foreign clients in establishing a U.S. presence. His clients include multinational concerns in the security, mining, transportation, telecommunication, and real estate sectors, as well as importers and exporters of durable goods, yachts, commodities, technology, and other goods and services. Furthermore, Mr. Ferri has expertise in assisting multinational clients in transactional matters such as distribution agreements, cross-border financing, and corporate structuring.

As a founding partner of ARHMF, Marco Ferri brings a highly specialized focus in the practice areas of finance, international and corporate law to the firm. Mr. Ferri concentrates his practice on asset-based lending and cross-border mergers and acquisitions, and has successfully negotiated and closed transactions for clients in the United States, Europe, Latin America, and the Caribbean.

Marco Manzini – Partner (Atlanta, GA)

Marco is a senior executive with a broad international experience, has worked with Italian and international manufacturers of food/beverage processing and packaging machinery, industrial products and consumer durables.
Marco has held various senior executive positions (Sales Director, General Manager, Managing Director , Director Business Development, Member of the Board) with Italian and foreign companies.
He has been speaker at various international industrial conventions and events in Italy and abroad (USA, China, Japan, Russia), and formerly he was Assistant Professor at the University of Bologna, Italy.
Specific foreign assignments included start up, turn around, management of the foreign subsidiaries and offices (in Italy, Turkey, China, Japan, USA) of Italian and international groups.

Christian Fassetta – CPA, Tax planner specialist (New York, NY)

Christian is a tax planner and business consultant with 24 years of experience in tax structuring, financial planning, asset protection, and CFO services.
The focus of his practice is to assist business owners, self-employed individuals, and high-income professionals reduce their tax liabilities by as much as 50%. This is achieved by implementing the proper corporate structure and tailored tax strategies that best fit the client.
Specialties: Tax structuring, tax planning, financial planning, asset protection, corporate finance, corporate structuring, business consulting, CFO services.

Isabella Pulcinelli – Project Manager (New York, NY)

Isabella is an Italian qualified lawyer assisting Italian and EU corporate clients doing business in the US; the companies assisted by Isabella  are from different industrial fields: fashion; wine and spirits industry; food services; jewelry industry etc. She supports them to comply with US law and regulations related to their business and to their status as foreign entrepreneurs in US. Thus, she provides her clients with advices and services related to corporate law ; U.S. Immigration issues related to different categories of VISA; import/export laws and regulations; Internal Revenue Service’s regulations and obligations; commercial negotiation and agreements; intellectual property law; European and US food regulations; alcohol permitting, labeling, and marketing requirements according to Alcohol and Tobacco Tax and Trade Bureau and EU regulations.
In 2009 she launched the Italian project 10righedailibri http://www.10righedailibri.it and nowadays she is working on the Business Plan of the same-name American project: 10lines.
She is the founder and the Executive Director of Art Hunter Magazine (2012) http://www.arthuntermag.com and, since 2013, she is developping the business model of “T.O.N.E.: the Taci Opera Nights Experience”.

Claudio Tanca – Project Manager (Washington, DC)

Claudio is a talented project manager, with the ability to coordinate multiple assignments and lead cross-functional and international teams.
He has a solid experience in analyzing the national and international environment in which companies operate, and in advising senior executives on how to take advantage of new business opportunities.
Claudio has the U.S. and Italian Citizenship an is fluent in Italian, English, and French.

Bon Sanfilippo – Marketing and stratega consultant (Chicago. IL)

Bob is a marketing and strategy consultant with over 20 years of experience advising domestic and international clients. Prior to consulting, Bob held marketing management and corporate strategy positions at two Fortune 500 companies, The Clorox Company and Kraft Foods.

Bob’s areas of expertise are strategic planning to achieve long-term objectives, developing marketing strategies and plans to introduce new products and grow businesses, and establishing strategic alliances to enable clients to achieve critical business objectives.

Bob has worked with companies in a broad range of sectors, including apparel, food, household products, personal care products, publishing, and toys.

Bob has a Bachelor of Arts degree from Stanford University (political science) and a Master of Business Administration degree from the Kellogg School of Management at Northwestern University (marketing and finance, honors).

The Team in EU

Nicola Walter Palmieri – Lawyer (Lugano, CH)

Nicola is a lawyer with decades of experience, registered in the Registers of lawyers in New York and Montreal. It has been the General Counsel of leading companies (BASF Corporation, Montedison and finally Parmalat), where he has worked on corporate matters, financial, relationships with supervisory authority, bankruptcy and related litigation (including class actions). He lived over 25 years in the United States and is the author of numerous books and publications in Italian, English and German.

Vittorio Agnati – International business developer (Milan, IT)

Vittorio is an entrepreneur and manager in the machinery industry with a great experience and expertise in the field of internationalization, with focus on development of sales network, strategic alliances and Joint Venture

In Gen USA Vittorio has the role of business consultant for communications and International Strategies to identify specific procedures and innovative processes for market penetration

Vittorio has been Chairman and Member of the Executive Council of Associations and Federations Italian and European manufacturers of capital equipment for the performance of industry and manufacturing processes.

Mauro Bandelli – Partner (Milan, IT)

Mauro manages the analysis and business development directly with companies and / or trade associations and business networks; defines and shares with the Headquarters of client companies business plans and operational activities to be implemented in the US.

Mauro has many years of experience in marketing / business for Italian companies, US and multinational companies, including Vodafone and Hutchison Whampoa; he has a degree in Economics from the University of Pisa and a Masters in Business Administration at the SAA-Management School of the University of Turin.

Ronald Marx – International Business Developer (Milan, IT)

Ronald is a US citizen who has lived and worked in Italy for over 30 years and has extensive experience in large multinational FMCG companies like P&G and Mattel Toys, covering significant roles in sales, marketing and senior management.

As entrepreneur, he has been involved for over 15 years in all phases of innovation, design, development, international production, marketing and distribution in a wide range of sectors of the consumer business, working primarily in the Far East, Europe and North America.

Ronald received his BS in International Marketing and Finance from Miami University, Oxford, Ohio.

Pierre Zanin – Advisor (Padua, IT)

Pierre, advisor in Gen USA for exports in the agri-food sector, has experience in trading of quality Italian products; he also has a long business experience as key account of large customers in the telecommunications industry.

Adriano Marrucci – Project Manager (Bologna – Italy)

Adriano is an expert in logistics and supply chain management in particular in the production and distribution of beverages; He has worked on the design / optimization of the logistics network of a major multinational with the aim of maximizing the service while minimizing costs associated with it. Adriano has a decade of experience in managing complex projects working for  International Team. He has a degree in Electronic Engineering from the University of Bologna.

Barbara Campeol – CRM & Digital Consultant (Milan, IT)

Barbara has more than 13 years of experience in the telecommunications market B2B, built in functions other than the client portfolio management, sales and digital; Barbara has extensive experience in the management of the customer base through various contact channels: direct mail, call center, telesales, web; she has marketing skills, as well as analysis and business intelligence (management of databases, tools for analysis and management of customer relations). In the last four years has gained extensive experience in e-commerce and e -CRM

Davide Massa – Financial Consultant (Milan, IT)

Davide has over than 20 years of experience acting for several Italian Banks (domestic – Banca Popolare di Milano) and foreign (District Manager – Citibank).

In Gen USA Davide supports companies wishing to undertake a project of internationalization by seeking the best sources among bank financing and non traditional or innovative ones. During his functions David manages the search for new loans and preparation of the plan of the financial costs of the project, Report company-bank and quarterly reports dedicated, CRBI control (Central Credit Bank of Italy), research and management notices required by the so-called soft loans

Yuri Poletto – Business developer (Dublin, IR)

Yuri is a B2B insurance business development consultant delivering professional services to international insurance providers interested to expand in the Italian insurance market.
He has a comprehensive knowledge of the insurance industry, and solid and profitable business relationship with main Italian insurance intermediaries and with key industry leaders and influencers; he operates in Dublin and Milan

Yuri has a degree in Business administration.

Press review and Events


On October 26st, at 2.00pm, at Host2015 tradeshow in Milan (IT), Gen USA will hold the workshop “Let’s do business in the U.S.”; we will talk about how companies working in Ho.Re.Ca., foodservice, retail, GDO e hotellerie sectors can develop their business in the United States

See Host 2015 website


Jan 25th, 2016 at 2.00pm, at Sigep tradeshow in Rimini (IT) Gen USA will hold the workshop “Let’s do business in U.S.” we will talk about how companies working on raw materials, basic products, plant, machinery, furnishing and fittings for the artisan gelato, pastry shops, cafés and artisan bakeries segments can develop their business in the United States

See Sigep 2016 website

The U.S. Market

The U.S. market is the most important export market for European companies and is extremely interesting for a number of reasons:

  • The US economy is now growing again, made up of over 310 million inhabitants with a medium-high GDP per capita.
  • The political system is stable and attentive to the needs of both startups and existing companies
  • the label “Made in EU” for Americans is synonymous with quality, history, and culture; for example, Made in Italy is always appreciated, even in areas which are not strictly consumer goods, such as machinery and related technology.
  • The American bureaucracy has clear and simple rules, it’s transparent, doesn’t hinder development but instead is at the service of businesses, and provides quick answers regarding any authorizations or permits.
  • There are real incentives (tax credits, low cost loans, etc) to companies that invest and hire local staff
  • The cost of energy is minor compared to that of Italy and Europe.
  • The labor market is flexible, built on meritocracy and growing your business.
  • The resolution of litigation between companies is quick. Corruption and extortion are virtually absent

Being successful in the USA means selling even more in other countries: many buyers (South American, Asian and even European) collect information in the U.S. to purchase products for their companies outside the U.S.

The above considerations make the U.S. market attractive for all companies in the world and also the most competitive; it is therefore a necessary first step to study the entry strategy through a detailed market research analysis and solid business plan.

The most common mistakes

– Think of exporting a product and not internationalize the company

One of the common mistakes is to think that send a container of the products in the United States it is enough to easily find a distributor or get an agent to represent their company.

Not only many times you need to change radically the product but adaptation must involve the entire company that needs to get the processes and service levels that meet US standards.

– Start activities without careful preparation

Many business owners assume they already know how to move in the United States because they had some contact in the area, no doubt you may have received misinformation or incomplete, albeit in good faith.

Very popular is the illusion to believe that the United States is an easy market because they speak only one language, the rules are simple and the Americans are “easy people”. It is completely wrong: the US market is “super-crowded” with competitors coming from all over the world; therefore it is expensive, competitive and sometimes has some forms of protection; it is very risky to invest in the United States, without a thorough market research and a solid business plan.

Believe that own competitiveness can be based only on the technical level / quality of the product.

Many business owners think it is enough to have an excellent product to sell easily in the U.S.: it is wrong; to have a product / service above the average is the minimum requirement to enter in the U.S. market, but not enough; having a great product is only the first step in a long journey that characterizes the development of a commercial development in the U.S.; many efforts are required in the creation of sales networks or in the definition of commercial partnerships, which require time and money; also the more the product is exclusively the more investment is needed in your brand.

It should also be pointed out that the U.S. market is a “PR market” and so it is important not to underestimate the importance of trade shows, seminars, etc., and all your marketing / promotion actions that support the sale of any product / service.

– Behave in the US as in their own country

One of the most common mistakes is to think to operate in the United States, as in your country, for example between Italian, German or French. Many times entrepreneurs underestimate the cultural differences between the two countries; it is neededto to be very careful to written rules and especially those that are not written in the culture of American business.

– To assume that set up and manage a branch in the United States involves high costs

The set up of a legal entity with limited liability in the U.S. is a very quick operation that can be done without moving from own country and ay very low cost: the set up of a legal entity, typically a Corp or an LLC, costs a few thousands of dollars (assuming very simple agreements among shareholder) and does not require a minimum share capital; the legal entity may reside at a lawyer, a CPA or an office of their choice.

The management of a legal entity in the U.S. requires very low fixed costs and variable depending on the actual volume of activity; Such management can be carried out without direct employees on U.S. territory, and all activities can be monitored from headquarters in Europe.

The establishment of a legal entity shall include the possibility of having a U.S. checking account , it allows to operate as a local company as well as having a much easier administration with American customers.

Manage your business from own native country

Many times it happens that companies invest thousands of euro in tradeshows and visits to customers reaping great expressions of esteem for their products; unfortunately this commercial development is totally nullified by the fact that after a few days there is no one in the area that will continue to feed it; It is in fact a big mistake to underestimate the need for “closeness” to the client that provides timely responses and frequency of contact, and relying totally on distributors, agents or representatives.

– Do not operate in full compliance with the law

It is needed to pay close attention to the certifications required for products, to the contracts to distributors and buyers; U.S. lawyers cost a lot, but many times it is useful to guard that run into unpleasant situations. In the United States the rules are clear and simple to follow and it is assumed that you follow. Shortcuts and “cunning” may seem successful the first few times, but in the medium and long run it always pays the bill with interest.

– Think of being able to enjoy the creditworthiness gained in its own country

To operate in a stable and continuous way in the US, many times you need to rent an office and / or a wharehouse, buy a car for employees, etc. Unfortunately the new branches does not have a “history of debts paid” for which the credit institutions have not yet been able to verify the creditworthiness. This means that, even for the most solid companies in the EU, are not allowed to get from banks leasing to buying a car or credit cards for everyday purchases. Even suppliers, initially hardly agree to grant extensions on payments to 30/60 days.

– Do not answer correctly to the four main questions that an American buyer addresses to a potential European supplier

  1. Where is your headquarters in the U.S.? you must always have a phone and anAmerican address to be indicated; rarely a buyer buys American products, especially the complex ones, from customers who are not on the territory
  2. do you have your staff in the U.S.? the answer must be yes, as far as possible
  3. are your products certified for the U.S. market? You must have the certification, otherwise your product will have a very small market because the insurance premiums of your customers could increase
  4. where are your warehouse? It is always needed to indicate a warehouse where you have stocks and spare parts; Americans are terrified of being abandoned by Europeans after purchase.

Only after passing this initial screening, American buyers take into account the non-US suppliers.

– Neglecting the after-sales activities

For Americans, there is no buying activity if after-sales activity is not assured so it is essential the presence of warehouse, products in stock, spare parts and specialized personnel on U.S. territory that can intervene a few hours; it is equally wrong to think that you have to deal with after-sales assistance only when sales begins.

– Underestimating the laws relating to visas to work in the US

Very often companies that sell equipments or machinery in the U.S. must send their engineers for installation or final testing at customers premises; most of times management has not thought about the fact that it is necessary that their staff need a specific visa to enter and work in the U.S. and send their employees with a simple tourist visa; frequently it happens that these technicians are rejected at the security checkpoint and sent back to Italy, with a stamp in the passport “CANCELLED WITHOUT PREJUDICE”; in this case, both the employee and company enter into a “black list” and problems will magnify for both.

Manage the American market like any other European country

Among European countries it has similarities that make the market much more homogeneous than you think; the American market is very different from any other European market

Besides The territory of the United States has a width three times higher than the European: this entails long times, high cost of travel and logistics; also the Atlantic ocean is a geographic barrier that complicates any transport operation.

All this impacts significantly on the level of service, very sensitive to the Americans: if any city in Europe can be reached in a day trip from any other European state, this is almost never possible if you want to achieve a state US leaving from Europe.



The service is aim to build a picture of the competitive environment of the industry in which the company intends to operate; main information provided:

  • Identification of the “conditio sine qua non ” to effectively operate in the U.S. market
  • Definition of the potential market, the main competitors and their positioning
  • definition of the target audience and mapping of potential customers, distributors, partners
  • identification of sales channels for the optimal reach the aimed target
  • description of the regulatory framework, certification requirements and expectations of service before and after sales

This market research is carried out by consulting database coming form internal sources or external suppliers, or conducting interviews with key professionals in the field of investigation, overseeing the industry tradeshows.

The feasibility Plan

The service allows to:

  • define an appropriate entry strategy, positioning and market development
  • optimize the human and financial resources needed to achieve the company internationalization
  • reduce time to get to break even of investments made
  • plan the implementation of a production site in the U.S. territory

The feasibility plan consists of four essential parts:

  • a quantitative and / or qualitative, market research, in order to understand the competitive environment in the industry in which they will operate and identify the “condition sine qua non” to effectively reach the market
  • a “go-to-market” plan to define the marketing strategy to penetrate the US market based on the information acquired by the above market analysis, the objectives and the human and financial resources available to the company
  • a business plan, to determine the investments, cash flow and the financial impact of the entire project; this document is also the starting point for the preparation of documents that aim to make scouting of public or private funding
  • a project plan, a document that aims to concretely indicate the activities and the timing of entry and development in the US market

Financial Incentives research

The service consists in searching for funding / incentives in Italy and the USA to finance the activities to help bring companies to the United States
  • Researching in Europe subsidized loans or grants, provided by public institutions such as the European Union, state or local government offices
  • Research in the United States for concessions granted to attract investment from abroad; such incentives may be: public funding or subsidized grants, tax credits, simplifications in issuing work visas, etc; such incentives vary according to the state, the county of destination, which business sector, (eg energy, ITC, pharmaceuticals), and the number of jobs to be generated in the U.S. Companies that invest in the United States in an activity which is not only commercial but also productive have more opportunities.
  • Research in US private funding from venture capital firms.

Gen USA is able to process all documentation and requests to obtain public or private funding, both in Italy and in the United States.

VISA to operate in the U.S.

A work visa for the US is one of the requirements that companies must have to start stable and permanent activities on American territory, where the aim is the hiring of direct employees

It is absolutely necessary to be compliant with work visas because US laws are very strict and cannot be avoided.

Most times, it is required that documentation be submitted and processed by skilled operators; the timing for approval may be brief, but it relies heavily on the expertise of those who submit the application and if the accompanying documents are complete; you therefore need to carefully plan for the problem of visas.

There are various types of visas available to operate in the U.S., which differ depending on the activity and the role of the individual who requires a visa; The most interesting visa for companies are:

  • the E1 and E2, for investors
  • the L1 (A / B), regarding the inter-company transfer of employees

The E-1 visa is issued to those that are running substantial businesses with the US. The substantial trade must be frequent, continuous and involve a number of transactions that give sufficient resources to support the operator and his family. The operating company must already exist when the application is made.

To qualify for an E-1 visa, a business or individual must plan to establish an office in the US. The applicant must be employed as an executive or supervisor or possess highly specialized skills essential to the operation of the company.

The E2 visa is for people who want to move to the U.S. to manage the operations of an American company (either a new company to be set up or purchased) in which the applicant has committed, or is about to make, a substantial investment.

The main requirements to get an E-2 as an investor are:

  • the investment must be substantial;
  • the applicant is a citizen of another country with which the United States signed an international treaty for trade;
  • the applicant must move to the U.S. to manage the company’s operations.

US law provides that the investment must be substantial, but does not specify a minimum amount; therefore, decisions on applications for E-2 visas are very dependent on the individual circumstances of the case. An E-2 visa can also be granted for a relatively low investment, if you are able to demonstrate that the business is feasible and will generate more than just minimum incomes.

The L1 visa is suitable for employees of multinational companies with offices already present in the United States or who are planning to open a new office or subsidiary in the United States while maintaining the original company in their home country.

To get this type of visa it is necessary that the employee has been working in the company for at least one year. There are two categories of L1 visas:

  • L1-A for managers
  • L1-B for skilled workers

The first type is renewable for a maximum of seven years and the second is renewable for a maximum period of five years. At the end of this period, the worker must leave the United States for a total of 365 days and must continue to work for the multinational company abroad before they can apply for another L1 visa.

There are two ways to apply for this visa:

  • individually, where it is necessary to make an individual application for each worker
  • blanket (mass), methodology available to companies that employ large numbers of workers who are transferred each year to the U.S.

In the first case you have to make an application to the US Citizenship and Immigration Services. The second type means that the company already has the necessary guarantees and therefore needs only to submit a copy of the visa already granted for the mass, together with all documents relating to the individual case.


Set up a legal entity in the U.S.

Although it apparently may seem otherwise, setting up a legal entity entails significant benefits, also for small companies:

  • the market sees the fact that the foreign company is close to its US customers and is making investments to that effect
  • legal, administrative and logistics operations are considerably simplified
  • in case of disputes with customers and suppliers, the US justice system is fast and efficient. Also in the case of disputes of some significance (eg: damage caused by defective products) the first entity to be affected is the US corporation and only later eventually the Italian one.
  • There may be significant tax advantages

Gen USA is able to set up a corporation, whose shareholder is the customer, without management being physically present in the US; activities are:
  • set up of a legal entity (usually a Limited Liability company, or a Corporation) whose presidents and managers are chosen by the management of the client company; there is no required minimum share capital (just $10), the timing for setting it up is very short (about 1-2 weeks), the set-up costs are minor (a few thousand $’s, one-off, inclusive of taxes)
  • Opening of bank accounts
  • legal and tax assistance regarding the location of the legal entity and the shareholders’ agreement.

Hosting and brand management

If a legal entity that represents the parent company in the US is needed, but not the investment to support the economic and organizational efforts by having ones own offices and direct employees, Gen USA can provide staff, facilities, administrative and logistical services to enable companies to implement all the bureaucratic and administrative activities indispensable for daily business operations; the benefits are many:

  • cost reduction in managing your own structure, as fixed costs are too high to pay separate offices and administrative staff
  • reduction of the unknowns, which are inevitable when entering a new market, thanks to the availability of a highly qualified and reliable network of experienced professionals.
  • reduction of costs due to travel, also for staff

The activities of Gen USA with regard to this service are:

  • hosting the company branch at Gen USA offices , which will be the corporate headquarters of the branch during the entire contract period and where there will be a real office with all facilities (desks, computers, telephones, printers, meetings space, etc)
  • Assistance and execution of banking activities, paperwork to government entities, accounting and financial reporting
  • Supervision / management of personnel of the US branch (eg: sales manager or country manager)
  • Support for becoming certified where necessary and adaptation to local regulations
  • Order management / billing and bad debt collection, if the company operates as a local entity (importer)
  • Management and logistics supervision for all products stored in a US warehouse
  • After-sales service

Showroom / Warehouse selection

During the penetration and development phase of the company, the customer might need, in the area where they intend to work

  • a showroom to receive their clients and show their products (eg, clothing, cosmetics, all products for the retail market)
  • a warehouse to store their products (at least the high-rotation ones) or spare parts for machines installed at customers.

The presence of a showroom / warehouse on US territory is sometimes considered a prerequisite to develop effectively the market in the US and must be functional and easy to reach from airports or highways.

Gen USA is able to:

  • search for right the showroom / warehouse consistent with the requirements and specifications given by the company
  • manage or supervise the infrastructure from a logistical and operational point of view on behalf of the client company

Head hunting for personnel in the U.S.

Gen USA is able to search for skilled personnel in the US (eg: country manager, sales engineer, post sales manager) that could also have a major role in the start up and development of a US subsidiary.

Usually the candidate to be found in the United States must have

  • technical knowledge of the industry in which the company operates
  • negotiation skills, as will he will be asked to interface with potential customers and handle the commercial development of the subsidiary (typical of a country or sales manager)
  • managerial and entrepreneurial skills, as very often the candidate is required to work in complete autonomy, especially in daily activities; obviously all managers hired will always have to incorporate and share the mission and strategies dictated by the parent company
Based on indications from management of the client company, Gen USA is committed to:
  • make a brief analysis of the competitive environment in which the company intends to develop the US market, to be able to know the current pay levels in the industry and the location of the employee
  • draw up a profile of the ideal candidate, based on the technical knowledge of the sector and the psycological-attitudinal characteristics required for the activities that they will need to execute
  • define the “target list” from which the candidate must come from: geographical area, the current activities of the applicant (eg contractor, agent, consultant, employee of a competitor, engineer or salesman), target companies (competitors, potential suppliers, customers, adjacent industries, etc)
  • plan and carry out the search of possible candidates through a number of channels
  • drawing up a proposal to the candidate (role and activities to fulfill, fixed, variable, benefits, stock options, etc.)
  • interviews for the initial screening of applicants
  • check the candidates’ personal and professional references
  • submit a short list to management within which to select the successful candidate
  • assist the client company in final interviews to select the ideal candidate
  • support the customer in the preparation of the employment contract (the assistance of an attorney may be needed)


This service is made up of two distinct phases

Phase 1: Market survey and mapping of all distribution channels and players

The goal is to get a full picture of the competitive environment in the market segment of interest and learn about:

  • competitors (leaders, followers, etc)
  • prevalent business models with distinction between local and foreign brands
  • geographic areas with greater market potential
  • the requirements needed to compete with the existing brands to make a significant penetration of the market (certifications, business model, pricing, after-sales activities, etc)
  • the complete   geographic mapping of main players (partners, distributors, agents / representatives, e-commerce platforms, etc)

The methodology for the development of the market research will be as follows:

  • Interviews with key players in the sector (buyers, trade figures, distributors, trade associations, competitors, consultants, end users, etc etc)
  • Analysis of statistic and quality reports available from associations and consulting firm specific (if available); these reports will remain available to the customer.
  • Visits to trade shows (if present during the survey period)

Phase 2: Engagement of the key players involved in distribution

The goal is to introduce the client company to a short list of potential distribution partners. The activities will be aimed at:

  • getting the “contact details” of key managers involved in distribution
  • make an initial contact to assess
  • consistency of the products of the client company with the market according to these experts
  • identifying the minimum requirements requested by the distribution partner in order to begin collaborating (eg demand for stock, exclusivity, possibility of re-branding, etc.)
  • identifying the minimum requirements requested by the customer in order to begin working with the distribution partner (eg: distribution area, minimum volumes of turnover, absence of competing products, etc)
  • evaluating the interest the distribution partner has to work with the client, and eventual investments necessary from both sides

Controlling work in progress: there are at least two intermediate check points to present the results of the activity; these checkpoints will be an opportunity to check the progress of the project and understand if it is consistent with the expectations of the customer.

Sales office outsourcing

This service allows a company to open a sales office in the USA quickly, without large upfront investments and allowing them to maintain a flexible organizational structure

The service includes the use of a sales manager available from Gen USA; the advantages are:

  • immediate initiation of the selling process and rapid penetration of the market
  • maximum reduction of the cost of market development
  • management activities in the USA are a local business
  • adjustment to the business model as required by the US market
  • structural flexibility is still on going (no direct personnel or other assets)

The tasks of the Sales Manager are:

  • check the marketability of the products (competitive analysis and technical)
  • identify the most appropriate distribution channels (and / or develop a business plan regarding distribution)
  • define a database of customers / agents / distributors / buyers
  • launch initial business contacts
  • proceed with the creation of a sales network (agents / distributors / retailers, etc)
  • participate in trade shows if appropriate, visit distributors and key clients

If necessary, the Sales Manager will investigate the technical, logistical and legal services needed for the sale of products

The Sales Manager usually has the following minimum profile:

  • is an American citizen born in the US, in order to have immediate empathy with all trading partners and understand the culture.
  • Hired on a temporary basis – at least 6 months – part time or full time (depending on the goals and the workload) by Gen USA, and “leased” to the customer
  • Works at Gen USA offices, with a dedicated phone, email, PC + accessories, and business card of the client company
  • Is supervised by Gen USA personnel in the United States
  • Has a profile mid-senior, able to conduct market analysis and trade negotiations.

The remuneration of sales managers consists of a fixed and a variable amount depending on the targets; it must be kept in mind that the variable component of the salary does not constitute the majority of the compensation package, but rather it is an incentive.

Joint venture with Gen USA

This service involves the participation of Gen USA to the results of turn over and / or net profit of a US subsidiary of a European company that intends to market and / or manufacture their products in the U.S..

By offering this service, Gen USA selects very carefully the candidate companies and products / services to market, through surveys and market tests directly in the territory for a limited period, but enough to draw meaningful conclusions; the market test is paid for by the customer.

If the above tests are positive, Gen USA can assess their participation in a joint venture with the customer, which provides the resources for the start-up and business development in the US.

Sharing the results of the joint venture will depend on the contribution to the total investment and operating costs which Gen USA and the client cover individually to develop the market in the US.


Gen USA divides its potential customers into two segments that are distinguished based on experience and knowledge of the US market

Companies still not present in the US, or that have had sporadic experiences in selling to this market; usually these companies

  • are in a preliminary phase during which they only want to “test” the US market. They prefer to keep the flexible organizational structure
  • does not have an internal sales structure dedicated to the export market and especially the American market
  • have limited financial resources to devote to the commercial development of a new market

Companies already present in the United States; usually these companies have already found the market attractive of the market and

  • want to structure themselves in order to satisfy completely the needs of the market (for example with better pre and post-sales services, with the presence of showrooms and warehouses, etc)
  • wish to control directly sales management through direct personnel focused on the development of the core business, but want to outsource the bureaucratic, administrative and logistics activities
  • want to reduce the costs of their operations and optimize the use of their human resources in the territory



Gen USA customers transversely belong to almost all industries, although we can boast a solid experience in industrial mechanics, automotive, manufacturing, and of course in those areas where the “Made in Italy” label (fashion, food, cosmetics, furniture / design) excels.

From the point of view of size, our customers are very heterogeneous; we have clients:

  • of all sizes, who are planning to enter and develop the US market with a careful analysis of the market, looking for distributors / partners and on-site facilities
  • with less than 100 employees, with branch offices and staff as well as warehouses for storing goods in the territory
  • with more than 100 employees, with a production site in the territory as well as offices and sales staff

Services not offered by Gen USA

Below is an indication of some services that are frequently requested, but that Gen USA does not offer:

  • pure sales activities: our structure is not equipped with agents / representatives or salesman located throughout the US who can pursue direct sales activities and propose customer’s products to distributors or buyers of retail chains; we are not a sales agency and our compensation is never based solely on commissions
  • business incubator (or business support to start-ups): while being aware that there are products / services with significant market potential for quality and innovation, we do not invest in companies that do not have their own economic resources needed to finance the development of their commercial activities in the US
  • activities paid on “success fees” basis: in general we do not offer services in which compensation is calculated based on success. All research activities (searching for partners, distributors, employees, buyers, etc.) require a monthly fee or are compensated “on a project basis” proportionate to the use of our resources.

The fees of Gen USA Services

It is not possible to define in advance a standard fee for our services; our proposals are always customized, depending on the expectations and the activities required by each customer; there is no predetermined price list available. The calculation of our fee is the result of careful analysis of the use of the precise resources required to honor the promises made in the contract.

Gen USA offers many services, both “consulting” and operational; for this reason pricing models vary based on the proposed service; Here is an example:

  • Pricing by “project basis”:

It applies to services that we know with certainty what will be required regarding the use of our resources; in this case the cost of the service is well-defined and agreed upon before the task.

Examples of services typically contracted for on a “project basis” are: feasibility studies, and setting up of a legal entity.

  • Pricing according to a “consumption basis”:

This applies to services where it is not possible know in advance what will be the use of our resources regarding variable costs not otherwise definable at the beginning; in this case the cost of the service is defined on the basis of an hourly rate or daily rate that is applied according to the use of our resources; at the end of each month, an invoice is issued indicating the time spent on the project and all other details week by week; billing is monthly. Sometimes the amount is limited by contract with a maximum budget of monthly spending, after which permission must be requested.

An example of a typical service on a “consumption basis” is the implementation of a production unit or commercial development through a Gen USA sales manager (by commercial development we mean identifying and contacting qualified trade partners who could seriously consider the product / service)

  • Pricing “on a monthly basis”:

This applies to services that we know with certainty in advance what resources will be required over a period of time; in this case the cost of the service is well-defined, agreed before the start of the business and is paid on a monthly basis.

Examples of services typically billed “on a monthly basis” are administration and logistics management.

There are no fees “on a commission basis” or “on a success fee basis” as Gen USA does not provide direct sales activities on behalf of its clients.


Over the years, Gen USA has developed agreements and collaborates with companies that provide very specific and essential services for companies that have decided to initiate the process of internationalization; The services are:

  • work visas: in order to operate in full legality in the US territory it is sometimes necessary to obtain a visa that allows you to live and work permanently in the territory; there are many types of visas, different positions (entrepreneur, manager, employee, etc.) and activities to be carried out; procedures for the acquisition of such visas are laborious and require careful planning; the delivery times can sometimes be short: everything depends on presenting all required documentation properly and on the expertise of those who process the visa application

The partner of Gen USA for that category of services is the law firm ARHMF (www.arhmf.com)

  • certification, labeling and adapting of production processes for the export of foodstuffs; these services allow food companies to receive specific instructions in order to adapt perfectly to the U.S. FDA requirements for the export of all food products from Italy; without being totally compliant, all food products shipped from Italy are likely to be rejected or destroyed;

The partner of Gen USA for this category of services is Foodconcept (www.foodconcept.it)

  • Storage in the US and shipments throughout the United States: these services are fundamental to the development of business in the US for storing products and processing orders quickly, automatic billing, account maintenance and managing the payroll of direct employees; references include: Moncler, Camicissima, Corman; focused in the apparel, pharmaceutical, cosmetic, and other industries.

The partner of Gen USA for this category of services is Itmas (www.Itmas.it)

  • Business due diligence & corporate intelligence: the aim of this service is the analysis (screening) of the reliability, economic robustness / equity and reputation of third parties (individuals and companies) with which the client is considering embarking on a partnership or temporary collaboration. Knowing your business partners is the first step towards a successful strategy, particularly when it comes to companies and people both geographically and culturally “far away”.

The partner of Gen USA for this category of services is Euro Investigation (www.euroinvestigation.it)

  • Organization of trade shows and exhibitions: trade shows are one of the most important promotional and commercial activities for companies seeking to enter and expand their business in the United States; you must rely on specialized partners that book the space, organize all the logistics, design and who can create any type of display system; to accomplish this task requires specific know-how, perfect organization and punctuality

The partner of Gen USA for this category of services is Universal Marketing (www.universalmarketing.it)

  • Funding for the internationalization of their company through a process of crowd funding: Equity Crowdfunding is an alternative to bank credit and a popular way for raising capital to finance interesting development projects; now also unlisted Italian SME’s can raise public funds by selling shares in the company, by “applying” on authorized internet platforms.

The partner of Gen USA for this category of services is Crowd Advisors (www.crowdadvisors.net)


For Information:

Gen USA  has offices in Italy, Switzerland and United States

Italy – Milano

Via Coni Zugna 56
20144 Milano
tel + 39 02 36587412

Svizzera – Lugano

Via Maraini 42a
6963 Lugano
tel + 41 91 2087086

Offices in the U.S.

Florida, Miami (main)

2525 Ponce de Leon Boulevard
Penthouse 1225
 Miami, FL 33134
tel +1 (786) 288 0209

New York 

30W, 21st Street
Manhattan, 10010. NY
tel: +1 (646) 448-8919


5400 Laurel Springs Pkwy, Suite 503
Suwanee, GA 30024
tel: +1 (770) 778-7890


25 Industrial Way,
Wilmington, MA 01887
tel +1 (310) 409-8961

You you want to be contacted by one of our partner please fill in the form below

First Name (Required Field)

Last Name (Required Field)

Company Name (Required Field)




Email (Required Field)

Telephone (Required Field)


your message

Privacy Policy