Kim Min-kyung, CEO of The Way Company Inc.
"What's more important than entering the market is whether it works."
A common piece of advice given to Korean startups dreaming of entering the North American market is to "go to the US." However, in reality, many companies face limitations due to a structure that relies solely on partners, lacking local customers, and expansion strategies implemented without sufficient validation. The Way Company Inc. is an execution-focused accelerator launched to bridge this gap. The Way Company Inc. is an execution-focused partner that helps companies secure marketability by directly meeting customers in North America and providing practical feedback. Kim Min-kyung, the company's CEO, is a hands-on marketer who has spearheaded new product launches for global brands for over 20 years.
“Even if it wasn't a service I personally created, the process of successfully establishing it in the market was incredibly exciting and thrilling.”
Kim, who began his career at a foreign pharmaceutical company, has since implemented various marketing campaigns in the North American market with domestic and international brands such as LG Electronics and Carrot Market. Since settling in Canada, he has built a specialized "market execution" strategy and network through collaborations with local companies, government agencies, and local communities. As a result, he has gained a deeper understanding of the pitfalls Korean startups repeatedly face in the North American market: misaligned customer segments, lack of localized language support, failure to achieve certification, and a structure that relies solely on partners without customers.
“Entering North America isn't simply about entering the market; it's about making it work.”
A North American entry strategy focused on "market operation," not "market entry."
The North American expansion strategy proposed by The Way Company Inc. goes beyond simple market entry. CEO Kim explains it using the keywords "Market Fit & Operations." Initially, product-market fit (PMF) is verified locally, followed by customer acquisition and lead generation. Finally, scale-up is achieved through partnerships and distribution expansion. The Way Company Inc. believes that global expansion is a natural consequence of properly following this process.
“No matter how great your technology is, if you can't convince local customers in empathetic language, 'Why should they use this product now?'"
In fact, The Way Company Inc. goes beyond simply explaining product features. It also designs message structures that truly resonate with local consumers and provides market entry consulting, including industry-specific certification procedures.
Why Canada: The Most Strategic Entry Point for US Expansion
The Way Company Inc. is eyeing Canada as its first gateway to North America. CEO Kim Min-kyung describes Canada as "a warm-up field for entering the US market, reducing costs and risks, and a stepping stone for expansion into the English-speaking world."
Toronto, one of North America's four major tech hubs, serves as a B2B testbed, home to a dense concentration of multinational corporations and government programs. Vancouver, meanwhile, is a leading ESG city with a consumer base sensitive to Asian culture and eco-friendly trends. While both cities are excellent for initial entry and validation, their limited market size necessitates expansion into the eastern US or California following the test.
"Canada has a low barrier to entry, and its diverse ethnicities and cultures coexist, allowing for rapid and comprehensive feedback. It's the most strategic stage for testing your MVP before entering the US market."
Leading a 'real pivot' with a practical program
The Way Company Inc. is more than just an accelerator. CEO Kim emphasizes, "We help strategic pivots based on practical proof-of-concept (PoC) testing." We accurately identify the needs of selected startups, connect directly with local customers to gather feedback, and rapidly redesign sales models, pricing structures, and target customer groups. This structure allows us to develop new business models in as little as three months.
In fact, in 2024, The Way Company Inc., in collaboration with the Korea Venture Business Association, ran the "K-GLOBE SUMMIT," a North American implementation program. This program selected 13 startups and led them through business meetings with local buyers and venture capitalists, government-sponsored IR events, and distribution agreements. Some companies are now taking steps toward establishing themselves in the market through partnerships with major Canadian companies, distribution agreements, and pilot testing.
It leads to a 'community' rather than a network.
Another key point emphasized by The Way Company Inc. is "local community-based connections." Beyond simply introducing a network, the company fosters a trust-based network of relationships , including ongoing feedback from customer interviews, pilot users, partners, and investors.
In its early days in Canada, Carrot Market strategically adjusted its transaction scope and regional settings based on community feedback, while EVN Solutions entered the 3PL network through a local logistics partnership. This structure goes beyond simple meetings to actual business connections.
Across North America and with global expansion
The Way Company Inc. doesn't stop at the entry stage. Based on confirmed PMF regions, it collaborates with companies to develop expansion scenarios in adjacent markets, including the eastern, western, and central US. It then implements a mid- to long-term roadmap, encompassing reseller matching, B2B partner connections, and follow-up investment. CEO Kim explains, "The dynamics of the market ultimately enable global scale-up."
In 2025, we plan to support Canadian-proven startups to expand into the U.S. and global hubs through large-scale IR and networking events in North America.
Focus on startups with technology and global scalability.
AI, biotechnology, green energy, and B2B SaaS are areas of particular interest to The Way Company Inc. The company is strengthening collaborations with startups that can compete in Canada, where ESG and technology-focused regulations are strengthening. This will also serve as a bridge to the U.S. and European markets.
CEO Kim Min-kyung says.
"We work alongside startups not just from the moment they enter the market, but also during the process of meeting actual customers, gathering feedback, and refining the product to make it work. Execution is expansion, and that's the role of 'The Way Company Inc.'"
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