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Market research and Go-to-Market strategy

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Project

I pursued companies in Europe that were considering entering the US market in a niche and nascent industry. The German company, WPD, based in Bremen, engaged me on a consulting project.

My Role and Execution

  • Consultant. Conducted industry research and go-to-market analysis.

  • Company strategy. Engaged in strategic business discussions with WPD company executives, managing directors, and department heads over 4 months in Bremen, Germany.

  • Networking to inform research. Arranged dozens of networking meetings with industry leaders at international conferences to faciliate my research and analysis.

  • Assessed market entry points. Performed analysis on key U.S. states, their regulations and policies, and opportunities and barriers to entry.

Challenges & Achievements

Challenges

  • The industry. The industry in the US was plagued by disruptions making it ever-changing and challenging to assess.

  • A litigious environment. The industry and market itself presented an extremely difficult environment for any business, much less an international company not acclimated to the litigious nature of the US market. Financing of projects had been hung up by very expensive legal challenges.

  • Estimating investment for cost of entry. Due to the above factors, gauging investment levels was not feasible.

  • Costs and risk of development projects. The contracts in this industry were in the hundreds of millions of dollars. Total project costs were in billions of dollars.

Achievements

  • Presentation to executives and companey employees. Delivered an 80-slide presentation on the state of the US market to 60+ company employees and the company’s executive team (CEO, Managing Director, etc.) at the company's annual retreat in Fécamp, France.

  • Well-informed business decision. Following my presentation of my findings and recommendations, the company decided not to enter the US market. My research and analysis was key to making that informed business decision.

  • Expanded business network for company, for the future. Through my networking, I helped expand professional networks and collaborative opportunities, opening doors for the company if they decided to enter the market in the future.