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> Also most of souther europe doesn't have the get rich quick mentality. They live by "dolce vita" - the good life. Nobody is gonna be bending over backwards here to become a millionaire anytime soon. They happily live with 20k€ a year and their families and Relationships.

Sometimes it seems that Northern Europeans think that the southern European is the noble savage of the developed world.

I'll speak for Italy, not having direct experience of other southern European countries. Taxes are very high, bureaucracy is omnipresent and openly hostile. A friend of mine once won a price for an invention, ~5K euros. The money was barely enough to register the company (not to pay for an office, just to register a company, a procedure that in the UK would cost 20£). The process took months. Salaries are much lower than in other European countries and people work longer hours, people of my age have been employed at-will for almost their whole careers. Unpaid overtime is the norm. Companies are small, do not provide chances to grow professionally and do not invest, productivity is low and unpaid overtime is often a means to compensate. At least once in everybody's life, your boss would come to you saying that there isn't enough money to pay your salary this month. Working hard simply doesn't matter, many software developers and translators and designers and whatnot earn as much as janitors. I don't come from southern Italy, where I suspect the situation is even worse.

In this context, you don't "happily" live with 20K euros per annum, you just have to accept that. And you have to live with your family because you can't afford otherwise. If you are lucky enough to get a government job or to retire early (which since the 70s have been the government's favourite ways of tackling unemployment), you may get a chance of enjoying this "dolce vita" of yours.

>You have 27 languages, 27 cultures, 27 political systems, 27 markets, 27 levels of development and infrastructure. Although you have a market of 300 million consumers, they all have different spending habits, different spending power, different needs...

i was thinking about that.

that's 27 smaller markets compare to one US or China market. you have to deal with 27 regulations and cultures. is that even worth the time and efforts?

>You have 27 languages, 27 cultures, 27 political systems, 27 markets, 27 levels of development and infrastructure.

If I look at most of my European sales they are in Germany, The Netherlands and Scandinavia. The UK was in that list until Brexit.

I don't think you need to target all 27, at least not until you are well established.

And suddenly your 300m market is only 100m people

In many cases, you never really had a 300m market in the first place. The EU membership spans a wide range of cultures, languages, traditions, economics and politics. Many products or services won't be equally attractive to customers all over the EU, particularly once you take into account the rules that mean you can't necessarily price according to what a free market would pay either.