From Tampere to Austin: Our Playbook for the US Market‍

Softlandia has been actively seeking business opportunities from the United States from day one. We decided this already before even founding Softlandia. It was obvious for us for three reasons. We wanted to build a company that is a forerunner in the tech field. The team had previous successful experience working with all major big tech companies from US. And third, it’s very clear, US is leading the tech revolution globally.

For a European applied AI firm that speaks SaaS as a first language, entering the US market isn’t a question of “if,” but “how and when.” The US is the center of gravity for the AI revolution, and our team’s background is rooted in building products for major US tech companies. It was a strategic necessity, but more than that, it felt like a homecoming.

Why Austin Over the Coasts

Many European tech companies default to New York or San Francisco. We chose Austin. It’s a city that shares our DNA—a fast-growing hub where applied AI meets industry, and where a handshake still matters.

Austin has a powerful mix of scrappy startups and enterprise heavyweights like Tesla, Apple, and Google. It’s a place where the time difference with Finland is manageable, keeping our teams in sync for the daily stand-ups that actually matter. The city has the energy of a place on the rise, with a collaborative, "give-first" spirit built on a shared desire to build what’s next.

The First-Year Playbook

We didn’t just land; we integrated. We started by building a network, securing our first customers, and becoming active members of the local tech scene. We hosted four of our own events, including two "AI for SaaS" panels, to bring founders and investors together for real conversations about the challenges of scaling AI.

List of activities done

• Built a strong local network and familiarized ourselves with Austin’s ecosystem

• Identified and onboarded advisors

• Secured new customers

• Participated in dozens of events

• Organized four events of our own:

  • Two Happy Hour networking events
  • Two “AI for SaaS” panel discussions

• Established key partnerships, including accounting and legal services

• Established Delaware C-Corp Softlandia Inc.

The results show the model is working. We generated €350,000 in revenue in our first full year on the ground and have a strong start to 2026. The foundation is in place.

Softlandia at Capital Factory

Our Advice for Other Founders

For other European founders looking to make the leap, here’s what we learned:

1. Find Your Hub. For us, Capital Factory was the perfect launchpad. It gave us more than just office space; it provided a constant stream of events and valuable connections. Joining an active startup community is the fastest way to get integrated.

2. Lean on your Network and build actively new. The welcoming community and network in Austin was a lifeline. Don’t underestimate the power of shared experience. Founders who have walked the path before you are your best source of practical, no-nonsense advice.

Important networks that worked for us

• Capital Factory Mentor network
• Other Capital Factory member companies and staff
• Austin superconnectors, Mark Nathan, Elijah May and others and the events they recommended
• Austin AI Alliance
• Finnish community in Austin, Pia Hytönen as one of the key player, active as well in EuroCircle Austin

3. Pay It Forward. Austin’s ecosystem thrives on a "give-first" mentality. Ask for help, but be quick to offer it. The strongest networks are built on mutual support, not just transactions.

What's Next: SXSW and Beyond

Our journey in the US is just getting started. Austin is our hub, and events like South by Southwest (SXSW) are major catalysts. SXSW transforms the city into a global meeting point for innovation, bringing together the investors, founders, and partners who will shape the next decade of technology.

We participated last year in SXSW, and again this year (SXSW in Austing 12th-18th March) This year we are not only participating, but building an event with great partners. We would like to invite your to participate in in this AI & Saas Sauna Battle on 16th March. The event registration is now open, please have a look and sign up if you are interested.

Date: 16th March

Time: 3pm-5pm

Venue: @Bathe Austin

https://luma.com/f3prlsly

Useful links

Capital Factory

https://capitalfactory.com/

Open wetworking event, very welcoming athmosphere

https://luma.com/opencoffee?period=past

Austin Tech Week

https://www.austintech.com/

Austin AI Alliance

https://austin-ai.org/

EuroCircle

https://www.facebook.com/groups/EuroCircleAustin/

Marc Nathan’s picks for SXSW 2026

https://docs.google.com/document/d/1IT73DHfliXHqBP4SOAC8Q_Rr1zVKsXt4tupOQ3v57Eo/edit?tab=t.0