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For more than a decade, Bilateral Solutions founder and Managing Director Martine Joly has been invited by the renowned French travel guide Le Petit Futé to share her expertise on Australia. In the 2026 edition, she once again offers practical insights for entrepreneurs considering establishing a business Down Under.

We are honoured by this continued recognition. It reflects not only our long-standing collaboration with Le Petit Futé, but also more than 25 years of supporting international businesses as they navigate the realities of entering and growing in the Australian market.

While Australia continues to attract entrepreneurs from around the world, establishing a successful business here requires far more than enthusiasm and a good idea.

Australia offers outstanding opportunities, but it is also a market that rewards careful preparation, resilience and a genuine understanding of the local business environment.

 Australia welcomes innovation, not shortcuts

One of the key messages Martine shares in this year’s edition is simple: Australia is not waiting for anyone.

Unlike some countries, businesses should not expect government incentives or subsidies to compensate for an untested business model. Success is generally achieved by organisations that bring genuine expertise, innovation or a clear point of difference.

In our experience, the businesses that thrive are rarely those attempting to replicate what already exists. The strongest opportunities are often found in specialised markets where companies can offer unique products, services or know-how.

Australia is a mature economy with sophisticated consumers and established competitors. Entering this market successfully requires thorough research, a compelling value proposition and the flexibility to adapt to local expectations. Innovation matters, but so does relevance.

Adaptability is one of an entrepreneur’s greatest strengths

Having a successful business overseas does not automatically guarantee success in Australia.

Consumer behaviour, regulations, employment practices, commercial relationships and communication styles can differ significantly from those in Europe, North America or Asia. Even experienced business owners often discover that strategies which worked well elsewhere require adjustment to succeed in Australia.

This is why adaptability is one of the qualities we value most in international entrepreneurs.

Businesses that approach Australia with curiosity, openness and a willingness to learn typically integrate far more successfully than those attempting to impose familiar models without adapting to the local market.

Understanding Australia’s business culture is not simply an advantage—it is often a decisive factor in long-term success.

Resilience and preparation go hand in hand

Launching a business in a new country takes time. There is often a period between establishing operations and generating sustainable revenue. During this phase, resilience becomes just as important as ambition.

As Martine explains in Le Petit Futé, entrepreneurs need not only a sound business idea but also the financial resources and determination to navigate the start-up phase successfully.

Businesses that allow sufficient capital, realistic timelines and room for adjustment are generally better positioned for sustainable growth. Preparation reduces uncertainty and resilience helps overcome it.

Local compliance should never be an afterthought

Australia has a robust regulatory environment covering taxation, payroll, employment law, corporate governance and financial reporting.

While these requirements can appear complex for overseas businesses, compliance is much more than an administrative obligation. It provides the foundation for sustainable growth while reducing unnecessary financial and legal risks.

International groups must also navigate increasingly complex global reporting obligations, including OECD initiatives and cross-border compliance requirements. Ensuring Australian operations align with international headquarters has never been more important. Seeking experienced local advice from the outset can save significant time, cost and uncertainty.

Building a business requires more than accounting support

When companies expand internationally, they require much more than tax compliance. They need practical guidance, local representation, payroll services, corporate administration, financial reporting and advisers who understand both Australian regulations and international business expectations.

That is precisely how Bilateral Solutions has built its practice. For more than 25 years, we have assisted companies headquartered in 35 different countries, operating across industries including pharmaceuticals, medical devices, manufacturing, automotive, aviation, education, creative industries, renewable energy, information technology and research.

Every business follows a different path. That is why we have never believed in rigid engagement models. As our clients evolve, their Australian operations evolve too, and our services adapt alongside them.

Success in Australia is ultimately about people

Beyond legislation, tax structures and financial reporting, successful expansion ultimately comes down to people.

Entrepreneurs who approach Australia with resilience, openness, respect for local culture and a genuine willingness to understand the market consistently build stronger and more sustainable businesses. Technical expertise is important. Local knowledge is invaluable. But adaptability remains one of the greatest competitive advantages any international business can bring.

Read Martine Joly’s Original Interview

Martine Joly’s full interview is featured in the 2026 edition of Le Petit Futé Australie, continuing a collaboration that has now spanned more than a decade.

If you are planning a move to Australia, preparing for a Working Holiday, or considering establishing a business locally, the guide is an excellent companion, offering practical advice and valuable insights for travellers, expatriates and entrepreneurs alike. Buy the guide >> Le Petit Futé Australie

To complement her interview, this blog has expanded on several of the key themes Martine discusses in the guide, providing additional context drawn from Bilateral Solutions’ 25 years of experience supporting international businesses in Australia.

For entrepreneurs seeking tailored advice on establishing and operating a business in Australia, the Bilateral Solutions Team is always available to help.