Going Global on a Shoestring is a handbook for the executives and business developers in small and medium-sized software-companies (20-200 employees) that lay out the strategies for global expansion as well as perform the actual fieldwork with winning the first customers abroad.
It is a book about how to get the first customers outside your domestic market. We could call it establishing the foundation for global growth. Getting that foundation in place and then scaling it to market leadership are two very different tasks. This book is mainly about the first task and not so much about the other.