Market Expansion Strategy for Urology Device Maker
12 weeks (planning) + 24 months (execution support) | Go-to-market strategy + market entry execution
The Challenge
A Swedish urology device company was profitable in Nordics (EUR 25M revenue) but lacked commercial infrastructure in larger, more complex markets. Expansion into Germany and Benelux required understanding hospital procurement, competitive dynamics, and channel models. Company needed market entry strategy before deploying capital and management bandwidth.
Our Approach
We conducted a comprehensive market entry analysis covering procurement dynamics, competitive positioning, customer segmentation, channel evaluation, and regulatory/reimbursement assessment across Germany and Benelux. We evaluated 3 go-to-market models (direct, hybrid, distributor-led), modeled economics for each, and recommended a phased market entry plan. We also identified and screened potential distribution partners and supported initial partner engagement.
Results
- Designed phased entry prioritizing Germany, then Benelux
- Identified channel model delivering 45% gross margins vs. 28% distributor-led
- Screened and shortlisted 5 qualified distribution partners
- Supported successful partner selection and contracting
- Launched in Germany with EUR 8M revenue in Year 1
- Expanded to Benelux in Year 2 with EUR 6M revenue