Introducing new product in a new market, need for guidance and experienced partner

Problem:
A manufacturer from Ohio (USA) has no presence in the EMEA market and is planning to sell the company in several years. There is a missed opportunity in the market considering the market size and so far the focus hasn’t been on Europe but on other parts of the world. The global director has its hands full and close to retirement. The product is different in Europe and competitors, the usage will affect the way clinicians operate.

Solution:
GrowthMedics has provided a go-to-market strategy and a sales development program for execution:

• A local team of a part-time growth manager and part-time growth developer have been installed together with a sales office in the Netherlands and a satellite office in Dubai (UAE);
• Technology is complex, requires to study clinical studies, it includes a clinical sale. After several weeks the team is able to pitch to distributors and costs a few months to sell direct to clinicians;
• A comprehensive market study has provided insights on competitor differentiations, market needs, key targets and attractive markets.
• KOL’s have been approached for demonstrations building European cases and references;
• A country by country market plan has been developed. Key distributors have been approached, visits, sales presentations, trainings, demonstration units to conduct among their key customers have been facilitated;
• Within 12 months 4 exclusive partnerships have been signed in Nordics, UK, Poland and Italy, several pending with opening orders.