'Whether you like it or not': The market Israeli startups keep leaving on the table

Eran Westman, Managing Partner at Planven VC, argues that Israeli startups' reflexive focus on the American market is a missed opportunity, as mature Israeli companies eventually derive 30-40% of their revenue from Europe. He emphasizes the importance of entering the European market early, as European enterprises rarely switch vendors once a choice is made. Westman asserts that Israel's cybersecurity prowess is recognized globally, stating, "whether you like it or not," even in politically challenging environments, and that customers generally separate politics from procurement. He cites Planven's successful exits, Seraphic Security and Nozomi Networks, as examples. Westman also advises against a broad "I'm doing Europe" approach, advocating for local partnerships and understanding regional market nuances.