Be global ..
but not from the beginning. Selling abroad and trying to market your product for the global market is extremely expensive, even if it is B2C. It takes time, and much more if the product is somehow innovative. Your potential clients will ask you about references, and you shall have companies that are closer to you. It is much easier, cheaper, and faster to get a new client whose office is 500 meters away than one that is at km 500 or 5000. So focus on getting local clients first. And then, be global.