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Go-to-market Implementation Roadmap Germany

Go-to-market Implementation means taking a tech innovation to Germany. The concept is to gain valuable market insights, build trust with local bridgehead customers, strategic partners and understand the local competition before investing in local infrastructure.

Table of Contents

Germany has retaken the #1 country ranking 2017 in the Anholt-GfK Nation Brands Index.

Germany enjoys a very balanced image across all six NBISM indices, posting notable improvements on Culture (+1.07), Governance (+1.28), and People (+1.34). It is now among the top 5 nations for five of the six Nation Brands Index  metrics – developed by Simon Anholt in 2005. GfK conducted 20,185 interviews online in 20-panel countries with adults aged 18 or over. Data are weighted to reflect key demographic characteristics including age, gender and education of the 2017 online population in that country. 

The idea of a generic Go-to-Market Roadmap

The Go-to-market roadmap is an attempt to combine general knowledge from Geoffrey Moore, Clayton Christensen, among others, who have written about the hurdles that US-based tech firms are meeting, when bringing their products to the European market. In our case, the target market is not the home market but a new region, where the company neither has a significant footprint nor experienced staff.

 

Taking an Innovation to the market is an adventure that similar to the timeless and inspiring publication of “Alice’s Adventures in Wonderland” by Lewis Carroll, affectionately known to most people only as “Alice in Wonderland.” The story of a little girl following a rabbit into a strange land has inspired the animated Disney film. Going Down The Rabbit Hole comes a bit easier with the right Strategy Toolkit.

Geoffrey Moore, “Crossing The Chasm,” is an excellent inspiration for Startups. The same author’s “Zone To Win” is a unique framework for Corporate Innovation.

The value of hiring a local go-to-market specialist

Working with a qualified go-to-market advisor will lower upfront costs and risk of failure. The reasons for this are less need for recruiting agencies and less need for office space and traveling. A qualified candidate will have best practices and maintain a local network of independent service providers, so he can quickly scale operations but no biases by vested interest in local infrastructure.


Working with the right candidate makes things easy in the beginning without the need for compromising on your business ambitions. You can test things without the effort of hiring staff and signing long term contracts right from the start. If the initial concept fails, you can fine-tune or even abandon the operation.

How to identify a qualified go-to-market consultant?

Does he bring a conceptual framework?

Does he understand pitfalls and how to avoid them.?

Does he declare potential hidden interest/bias?

Does he easily compromise on quality?

Does he bring target market insights?

Market segmentation and Value Proposition

The Planning and Implementation process to keep the resources required to an absolute minimum while still meeting the need for an ambitious game plan. You have done your homework and know about defining a market in general, concepts of marketing, black swan, “blue vs. red-ocean” markets.

The first checkpoint is, whether your Value Proposition is qualified for the new target market. Analyze the main competitors, their competitive approaches, market size, dominating technologies, and price structures. And do the same on your Customer and Supply Side.

Distribution Strategy for Germany

Most software companies start out selling directly to their end-users. Can they continue selling directly to their end-users when entering new markets? Check local laws, technical restrictions before you end in significant business commitments in terms of employment, user rights, and intellectual property.

 

Quick and dirty?

Usually, things that are quick and dirty serve a temporary purpose rather than the long term. But the problem with quick and dirty is that dirty remains long after quick has been forgotten.

Go-to-market Implementation

Go-to-market Implementation covers customer acquisition, partner acquisition, local brand building, and setting up the legal, technical, service, and support processes in the new region.

Go-to-market implementation with local bridgeheads

Go-to-market Implementation covers customer acquisition, partner acquisition, local brand building, and setting up the legal, technical, service, and support with qualified bridgehead partners. This companies are especially qualified because their strategic interest is perfectly in line with your strategic interest. Inadequate managers may not understand the impact or hidden bias of potential partners,

 

A qualified go-to-market consultant will be able to help. 
Based on the results of a proper target market analysis, he will have identified the requirements for an ideal bridgehead customer and the requirements for an ideal bridgehead partner.

The 4 waves of a Go-to-market implementation

The initial phase of the implementation roadmap gives the insights plus valuable time to decide whether to sharpen the existing value proposition.

Recruit & manage key partners

Manage key partners and lead generation 

You want to take the operations in-house

Wave 1: Readiness

The initial phase of the implementation roadmap gives you the insights plus valuable time to decide whether to sharpen your existing value proposition.

what to do

Analyze your main competitors, their competitive approaches, market size, dominating technologies, and price structures. A precise analysis of your current and planned business processes is a neutral and objective comparison of what you have versus what you need.
Gather information such as main competitors, competitive approaches, market size, dominating technologies, and price structures. (e.g…). Premium local content creation and distribution will play a major role in our go-to-market process.
  • What are your potential customers currently using today?
  • What were the reasons, they have decided for this service?
  • When are your potential customers planning to change?
  • Who is currently supplying your potential customers?
  • What are their key strengths and key weaknesses?

Market Presence = Virtual Office

results

  • Niches that are under-served. 
  • List of potential customers, looking for products or services like yours. Relevant opinion leaders and suitable growth partners for your business.
  • We can validate the actual value proposition and identify initial local bridgehead candidates

Wave 2: Bridgeheads

Recruit & manage key partners

what to do

Outbound selling to customer and re-seller prospects using your corporate identity. Build sales pipeline – Focus on early successes and establish local references.

Business Development

Media and Analyst Program

Direct Marketing Programs

Market Presence = Virtual Office

results

Initial bridgehead customers and partners

Sales Pipeline

Wave 3: Growth

Manage key partners

Lead generation

what to do

Develop sales capability to meet the growing demand. Maintain a high level of sales activity. Gear up marketing activity to support high growth. Lead generation to maintaining momentum.

Outbound selling to customer and re-seller prospects using your corporate identity. Build sales pipeline – Focus on early successes and establish local references.

Business Development

Media and Analyst Program

Direct Marketing Programs

Market Presence = Virtual Office

results

Initial bridgehead customers and partners

Sales Pipeline

Wave 4: Transition

You want to take the operations in-house

what to do

Conduct an unrushed search for the best leader for your activities mid term. Find the candidates who will bring expertise, drive, and industry attention to your firm

Business Development

/ Maintain a high level of sales activity as before

/ Support the transition to client’s local subsidiary or appointed partners

Market Presence

/ Maintain a high level of sales activity as before
  (when appropriate) establish local company & offices

results

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