neolid is a start-up, founded in 2012, that designs, produces and markets lidless isothermal mugs and lunch boxes. The start-up's products are distributed directly (online and at trade fairs) and through a network of independent sales agents. They are marketed in around twenty countries and 30% of the company's turnover comes from exports. In 2016, the company decides to extend its international presence by targeting Asian markets, which offer interesting development opportunities. Developed in close collaboration with neolid, this case focuses on the international development of a start-up.