gain a foothold
/ɡeɪn ə ˈfʊt.həʊld/
Meaning
To secure a strong, initial position or relationship in a market, industry, or organization from which further progress can be made. It is often used in business strategy when entering a new territory or competing against established brands.
Examples
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The company is trying to gain a foothold in the European market by partnering with a local distributor.
The company is trying to gain a foothold in the European market by partnering with a local distributor.
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Once we gain a foothold with our budget software, we can upsell our premium services.
Once we gain a foothold with our budget software, we can upsell our premium services.
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It's difficult for small startups to gain a foothold when tech giants dominate the industry.
It's difficult for small startups to gain a foothold when tech giants dominate the industry.
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They lowered their prices temporarily just to gain a foothold in the competitive retail space.
They lowered their prices temporarily just to gain a foothold in the competitive retail space.
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After months of networking, she finally gained a foothold in the venture capital community.
After months of networking, she finally gained a foothold in the venture capital community.
Common Mistakes
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✗ We need to gain a foot in the market.
✓ We need to gain a foothold in the market.
The full idiom is 'gain a foothold'. 'Foot' alone does not convey the meaning of securing a stable, strategic position.
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✗ They gained a foothold to the Asian market.
✓ They gained a foothold in the Asian market.
Use the preposition 'in' (or sometimes 'on' or 'within') after 'foothold' when referring to a market or industry, not 'to'.
Related Expressions
Practice
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Our main goal this quarter is to ________ in the online education sector.
💡 secure an initial stable position
Show answer
gain a foothold
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It takes time to ________ in a highly regulated industry like healthcare.
💡 establish a starting position
Show answer
gain a foothold