International expansion use to be something that occurred methodically or, at the very least, intentionally.  Build some momentum and success in a domestic market and then look to other countries and regions to expand into with your goods or services.

On-demand software available to anyone who has an internet connection and a web browser has dramatically changed this approach.  You are global on day one with users around the globe, speaking different languages, and operating on different time zones.  The service/support side of the equation becomes even more important as you quickly learn (again) what works at home does not always work abroad.  Learning these lessons out of the gate rather than on your schedule can come as a bit of a surprise and many of the issues you thought could "wait" become burning.

The exhilarating part of all of this is that you do get a truly global customer base immediately and are able to connect and interact with folks all over the globe without spending huge amounts of money or going through a 3rd party.