Gen USA supports companies to help establish, manage and develop their business in the United States. Gen USA is the “tutor” of the companies and entrepreneurs wishing to enter a new market with “business rules” which are different from the ones they currently know; these business rules need to be known before entering the competitive arena and are necessary in order to ensure the success of the activities in the United States. Gen USA aims to be a partner for companies that consider the U.S. as a market with huge opportunities but are aware that there are very high entry barriers that cannot be overcome without a structured approach and without a deep knowledge of the territory.