How using a ‘lite’ business model for its overseas expansion saved Vinomofo years and millions

Before branching into a new market it’s important to have all bases covered. But what happens if you are branching into a group of markets all at the same time? This is the challenge Australian boutique wine e-retailer Vinomofo is about to tackle. With plans to expand the business, originally the wine group was going to focus on just one market – China. But soon it realised how long it would take to grow globally, taking one market at a time.