“We also benefit from [ranking high in] your standard search engine keyword searches,” added Zalewski. LoveBook also relies on website analytics to observe potential demand and to understand different demo- graphics as they approach new markets. LoveBook has had to navigate its share of international challenges. International customs and shipping is their biggest pain point. LoveBook uses economy shipping to minimize cost, but often finds that, outside of the United States, tracking methods and fulfillment can be unreliable or nonexistent, resulting in delays or missed deliveries. The paperwork and uncertainty around customs procedures can delay and add uncertainty to their international deliveries. “We want everything to go across the border digitally” instead of worrying about paperwork being held up at customs, said Zalewski. He added that, “a lot of these countries that we want to work with are technologically capable, but they just don’t have it in place yet.” Currency fluctuations also impact international sales. Patterson noted that the increased strength of the U.S. dollar against key foreign markets such as Australia makes LoveBooks more expensive for Australian customers. The founders advised other entrepreneurs looking to take their business global that large internet platforms can provide helpful perspective when looking for new markets. “Facebook has done a lot to help us find new markets and use new tools,” said Zalewski. He also highlighted the support that Google has provided in going global: “We met with [Google] a few months ago at one of their Michigan offices and they’ve given us tremendous insights.” They also emphasized the importance of understanding your current market. “Don’t assume that, if you’re selling well in the United States,it’s going to sell the same waysomewhere else,” cautioned Zalewski. “IF THE INTERNET DIDN’T EXIST, I DON’T THINK WE WOULD.” ROCHESTER, MICHIGAN POP. 12, 711 Nearly 15,000 companies exported from Michigan in 2014 19 The New Faces of American Trade