Do’s and Don’ts when starting up a business in the UK

Goodwille support foreign businesses with expert knowledge on how to run their UK operations. Launching a new business in the UK require an understanding of the market, the people and the business environment, and we have many partners in our network that offer complimentary services to us that can support your market entry. One of these partners are Rochester PR, an agency specialising in market entry PR. Earlier in 2018, Rochester PR released the book ‘Are you ready for business in the UK?’ which is a collection of advice, thoughts, comments and observations from firms operating in London on how to enjoy and make the most of setting up a business in the UK, and especially in London.

Having over 20 years of experience supporting and advising foreign businesses in the UK, Goodwille were asked to contribute to the book with our best advice on how to succeed on the UK market. These are our CEO Alexander Goodwille’s Do’s and Don’ts when starting up a business in the UK:


  • Take specialist advice, don’t just wing it! Things can get difficult and expensive if you get it wrong.
  • Research your competition. It’s a competitive market.
  • Network! Tap into everywhere you can get help – nothing work better than a personal introduction.


  • Don’t make assumptions! What works at home may not work in the UK.
  • Don’t rush. Plan and budget – but if it’s new technology you need to be first to market.
  • Don’t underestimate how important it is to get agreements right, especially employee and supplier contracts.

So… Are you ready for business in the UK? Goodwille has over 20 years experience helping foreign businesses establish in the UK. We can help making your transition into the UK market smooth and efficient and make sure you’re equipped with the advice you need to succeed with your business. Get in touch with us today to find out how we can support you.

Do you want a copy of the full book ‘Are you ready for business in the UK’?
Send an email to and we’ll sort it!

Opportunities for startups in Birmingham

If you’re planning to start up your new business in the UK or transfer an existing overseas business to the UK, Birmingham could be an ideal location. Being the second biggest city in the UK, Birmingham recorded the highest number of UK startups in 2016 and is currently just behind London when it comes to startup numbers. The Start Up Loans Company, UK Government backed business named Birmingham  “the most entrepreneurial city” outside of London in 2017.

Advantages of starting up a business in Birmingham

Some of the benefits of opting for Birmingham as your choice for startup location include:

1. Birmingham has a great geographic location in the Midlands, central England, so it’s quick and easy to travel to from anywhere in the UK. It only takes around 90 minutes to travel from Birmingham to London by train, and the motorway network is superb for accessing any area of the UK in the shortest possible times. If the proposed HS2 rail developments go ahead, the train journey to London will be cut to just over 40 minutes.

2. The commercial rents in Birmingham are a lot lower than those in London and labour costs are a lot lower than the UK average. The average weekly earnings for full time employees in 2016 were around £497 per week.

3. There are four major universities in Birmingham, so businesses have access to a talented workforce. Furthermore, over 220,000 people within the working age population are qualified at NVQ level 4 or above.

4. The NEC, one of the largest conference and trade show facilities in the UK, is very close to Birmingham city centre. Every year, the NEC hosts a number of high profile business events.

5. Birmingham is home to a thriving tech startup zone, known as Silicon Tech Canal and the local enterprise zone is very supportive of startups. There are a wide range of grants, funds and initiatives available to Birmingham startups that make a commitment to providing employment in the city.

6. While the city’s tech scene is growing, the Midlands has traditionally been home to heavy industry and manufacturing businesses and the area remains the go-to region for these types of businesses. If you are running a business focused on heavy industry or manufacturing, the Midlands the natural area to establish in due to its industry clusters and the infrastructure.

If you need any advice on which UK city that’s most suitable for your business, or anything else related to starting up a business in the UK, Goodwille can help. We have helped nearly 2,000 businesses with their UK operations and can provide you with all the advice and support you need to make sure your business can grow and flourish in the UK. With offices in Midlands and London, we can offer you location-based and industry-specific expertise. Get in touch with us today to learn about how we can ensure the success of your business.

Can London tech businesses boost economic growth in a post-Brexit UK?

Brexit continues to occupy much of the space in the British and international media, with debate ongoing as to what the UK’s withdrawal from the EU will mean for business.

Recent government impact studies have shown that as much as 8% could be chipped off Britain’s GDP if the UK leaves the EU with no deal in place. Five percent of GDP will apparently go missing if they conclude a free trade agreement with the EU, according to the leaked reports published by BuzzFeed.

Even if Britain stays in the European Economic Area after leaving the EU, the damage will still be around 2% of GDP, according to the leaked impact assessments. Those figures suggest that some serious innovation will be required by businesses to keep the British economy on track and moving in a positive direction.

So what can be done? Well, tech startups in London could be a big part of the answer. If anyone is wanting to set up a UK company of this type, London is a good city to choose. There are a number of reasons for this.

Tellingly, London has a youthful, dynamic and diverse population, that is also very large. A massive chunk of the city’s population is classed as being millennials, a demographic which is naturally drawn to technology companies.

An indicator of the opportunities available to companies who set up in this part of the UK is that in 2015, London-based start-ups created 20,000 new jobs. They also managed to raise £1.3 billion. Now, in 2017, there is also a massive availability of investment platforms and accelerators, which can help a new business in London grow. These include TechStars, Crowdcube and Shell Livewire.

If you are looking to set up a new company in the UK, or diversify some of your operations by expanding your current business from overseas into the UK, then London is a good place to look. This is especially true for tech companies. There is a ready supply of workers and customers in one of the world’s most international cities. Brexit may well be on its way, and casting a shadow over the UK economy, but the opportunities to thrive in a city like London are still there to be grasped.

With years of experience helping foreign tech startups establish in the UK, Goodwille can help you with everything you need to succeed on the UK market.
Get in touch with us today if you need any advice or help with your company expansion.

Are you worried about what impact Brexit might have on your future possibilities to do business? We have consolidated everything you need to know about Brexit on our Brexit Tracker. The Tracker is updated as discussions go along, so it’s always up to date with the most recent progress of the Brexit negotiations. You find the Brexit Tracker on

4 askelta laajentuessa Iso-Britanniaan

Don’t read Finnish? Read this post in English here. 

Iso-Britannia on kiinnostava kohde kansainvälisestä laajentumisesta kiinnostuneille yrityksille – se on tunnetusti täynnä mahdollisuuksia ja markkinapotentiaalia. On kuitenkin tärkeää olla tietoinen monista säännöistä ja sitoumuksista, jotka tulevat uuden markkinan mukana. Tämä artikkeli käsittelee neljää asiaa, jotka yritysten tulee ottaa huomioon aloittaessaan liiketoiminnan Iso-Britanniassa.

Askel 1 – Liiketoiminnan perustaminen

Yksi ensimmäisistä päätöksistä perustaessa yritystä Iso-Britanniaan koskee laillisen yhtiömuodon valintaa. Alla on lueteltu tyypillisimmät tavat aloittaa toiminta Iso-Britanniassa. Yhtiömuodon valinta riippuu yrityksen toimialasta sekä suunnitelmista uuden markkinan suhteen. Valitessaan sopivinta tapaa yrityksen perustamiselle, on hyvä tutustua vaihtoehtojen laillisiin eroihin, verotusrakenteisiin sekä muihin vaikuttajiin. On järkevää kääntyä asiantuntijan puoleen tarvitessaan lisätietoa mahdollisten yhtiömuotojen eroavaisuuksista, niiden hyöty- ja haittapuolista sekä kuinka valita liiketoimintamalli, joka sopii yrityksen rakenteeseen sekä strategiaan.

  • Osakeyhtiö (Limited Company)
  • Sivuliike (Branch office)
  • Yhteistyökumppanuus paikallisen toimijan kanssa (Partnership)
  • Toiminimi (Sole trader)
  • Paikallinen jakelija tai edustaja (Distributor or agent)

Voit rekisteröidä yrityksesi sähköisesti, mutta on tärkeää huolehtia, että kaikki yksityiskohdat hoidetaan oikean mallin mukaisesti ja vaatimukset raportoinnin ja kirjanpidon suhteen ovat otettu huomioon. Jos kaupankäynti Iso-Britanniassa ei ole sinulle tuttua, etkä tiedä miten toimia yritysrekisterin (Companies House) ja lakisääteisen arkistoinnin suhteen, suosittelemme, että käännytte asiantuntijan puoleen. Goodwillen Yrityslakipuoli työskentelee näiden asioiden parissa päivittäin ja auttaa sinua yrityksesi perustamisessa.

Askel 2 – Pankkitili

Pystyäksesi tehdä mitään rahansiirtoja, yrityksen tulee avata pankkitili Iso-Britanniaan. Avatakseen yritykselle tilin, pankkien tulee käydä läpi pitkä prosessi rahapesuun liittyvien vaatimusten tarkastamiseksi. Pidä siis huoli, että sinulla on aikaa ja kärsivällisyyttä tähän vaiheeseen. Jos sinulla on pankkitili yrityksellesi kotimaassa, tarkista onko pankillasi toimintaa Iso-Britanniassa. He pystyvät mahdollisesti nopeuttamaan pankkitilin avaamisprosessia, sillä tämä voi lisätä yrityksesi luotettavuuden tasoa.

Jos pankkitilin avaamiseen menee suunniteltua kauemmin ja yrityksen tulee nopeasti tehdä rahansiirtoja, Goodwille voi tarjota yritykselle asiakastilin, jota voi käyttää väliaikaisesti maksuliikenteen hoitoon, kunnes yritykselle on avattu oma tili. Ota yhteyttä Goodwillen Rahoituspuoleen saadaksesi tästä lisätietoa.

Askel 3 – ALV

Voit rekisteröidä yrityksesi Iso-Britannian arvolisäverotukseen (VAT). Yrityksen täytyy rekisteröityä Iso-Britannian arvolisäverojärjestelmään, jos sen verotettava liikevaihto 12 kuukauden ajanjaksolla on £85,000 tai sen yli. Tämän rajasumman on sovittu pysyvän samana ainakin kaksi vuotta 1.4.2018 lähtien.

Nykyinen arvonlisävero Iso-Britanniassa on 20%, joka on käytössä useimmilla tuotteilla. Joidenkin tuotteiden ja palveluiden ALV on 5% ja jotkut eivät sisällä sitä ollenkaan, joten pidä huoli, että käytät yrityksellesi sopivaa arvoa!

Askel 4 – Työntekijät

Kun yhtiö, pankkitili ja muut rekisteröinnit ovat kunnossa, seuraava askel on työvoiman palkkaaminen. Työllistäessään työntekijöitä Iso-Britanniassa ensimmäistä kertaa, yrityksen tulee ottaa huomioon useita tärkeitä asioita – riippumatta siitä, työllistätkö ihmisiä yrityksen kotimaasta vai Iso-Britanniasta.

  • Yksi vaihe, jota pidetään useasti itsestäänselvyytenä, on tarkistaa, ovatko työntekijät oikeutettuja työskentelemään Iso-Britanniassa. Yrityksen tulee varmistaa, että työntekijöillä on Iso-Britannian tai Euroopan Unionin passi, tai heillä on työlupa tai viisumi.
  • Kaikki yrityksen työntekijät Iso-Britanniassa toimivat Iso-Britannian lakien mukaisesti. Tästä syystä on tärkeä huolehtia, että kaikki työsopimukset noudattavat Iso-Britannian työllisyyslakia. Sopimukseen tulee sisällyttää työntekijän tehtävät, vastuualueet, oikeudet ja ehdot.
  • Yrityksen tulee rekisteröidä työntekijä PAYE – järjestelmään (Pay-As-You-Earn – työntekijän kulut, sisältäen tuloveron ja kansallisen vakuutuksen, jotka työnantajan tulee maksaa HMRC:lle) ja huolehtia kaikki tarvittavat vakuutusasiat kuntoon.
  • Pidä huoli, että maksat työntekijällesi vähintään kansallisen vähimmäispalkkauksen mukaisesti ja tarjoat vaadittavat etuudet työntekijän tehtäviin nähden. Voit löytää yleisiä asteikkoja palkkatasoille sekä muille eduille, riippuen esimerkiksi yrityksen toimialasta ja työntekijän kokemuksen määrästä. Näitä arvoja voidaan käyttää ohjenuorina, miten pitää palkkauksen taso kiinnostavana ja kohtuullisena, tarjoamatta ’liian paljon’ tai ’liian vähän’.
  • Työntekijät tulee rekisteröidä työpaikan eläkejärjestelmään. Työnantajan täytyy automaattisesti rekisteröidä kaikki työntekijät eläkejärjestelmään kolme kuukautta työsuhteen aloittamisen jälkeen. Työntekijöiden tulee itse jättäytyä pois järjestelmästä, jos he eivät halua kartuttaa työstä kertyviä eläkeansioita.

Tarjoamme tukea henkilöstö- ja palkkahallinnossa ja voimme auttaa sinua kaikissa työsuhdeasioissa, liittyivät ne sitten työsopimuksiin, työsuhde-etuihin, eläkejärjestelmään tai palkkaukseen. Ota yhteyttä Henkilöstöhallintopuoleemme, jos sinulle herää mitään kysymyksiä.


Edellä luetellut asiat saattavat vaikuttaa itsestäänselvyyksiltä, mutta monesti kaikki ei sujukaan niin helposti kuin luulisi. Yrityksen tulee olla tietoinen monista säännöistä, laeista ja määräyksistä välttääkseen mittavat sakot tai pahimmassa tapauksessa jopa oikeustoimet.

Goodwille on auttanut ulkomaisia yrityksiä Iso-Britanniassa jo 20 vuoden ajan ja voi tukea sinua kaikessa mitä tarvitset uusilla markkinoilla. Olemme toimineet jo noin 2000 yrityksen kanssa, joten meillä on tarvittava kokemus ja tieto onnistuneeseen uuden markkinan valloitukseen.

Ota meihin tänään yhteyttä, jos sinulla on mitään kysymyksiä liittyen liiketoimintaan Iso-Britanniassa tai kun haluat tietää lisää, miten voimme auttaa yritystäsi Iso-Britannian markkinoilla.

Launch in London – London Tech Week 2018

London Tech Week is getting closer, and so is our event Launch in London! We have a great outline of speakers, lots of interesting people signed up and a superb location boiling of creativity and entrepreneurship so we are certain that this will be one of the highlights of London Tech Week 2018!

There are still some free tickets left, but since capacity is limited we advise you to grab yours as soon as possible! Get your tickets through this link, just click the purple ‘Register’ button on top of the page, type in your details and you’re good to go!


Join us on 14 June for Launch in London – London Tech Week’s hottest event for any business establishing in the UK!

Hosted by Goodwille at Level39, one of the world’s most well renowned and connected tech hubs, Launch in London will provide you with everything you need to succeed with your business in London. Get inside tips on the Do’s and Don’ts when starting up in the UK, how to navigate Brexit, the British business culture and how to grow your network with the right people, all while overlooking London’s skyline.

This is THE event for startups, entrepreneurs and businesses looking to establish in London, as well as for mentors and advisors helping tech businesses succeed on London’s tech scene.

Alexander Goodwille, CEO of Goodwille will share the best tips, and the pitfalls to avoid when starting up in the UK.

Mark Leaver, Creative Industries Specialist of DIT – Department for International Trade will discuss why despite Brexit, the UK is still very much open for business and why you should start your business in London during 2018.

Joanna Dodd, Director of Rochester PR will share helpful insights on marketing, PR & how to get connected with the right people in the UK.

Joanna Smit, Owner of SMIT Training will help you understand the British people and culture and provide you with the intercultural skills you need to make your transition in to the UK market.

The seminars will be followed by a Q&A session, drinks, canapes & networking (plus opportunities for panoramic photographs of London!).

Date: Thursday 14 June 2018
Time: 10am-1pm
Location: Level39, One Canada Square, Canary Wharf, London E14 5AB
Free entry


If you have any questions about the event, get in touch with our Marketing Manager James Service on or 020 7795 8100.

We’re recruiting – Office Assistant

Goodwille is a forward-thinking, ambitious company dedicated to providing foreign businesses with the kind of professional services required to establish themselves and flourish in the UK. These include Corporate Legal, Finance, People Management, Payroll & Virtual Offices.

We are looking for an Office Assistant who thrives on providing great customer service to join our Front of House team in London. Within your role you will be responsible for:

  • Meeting & Greeting visitors
  • Post handling & telephone answering
  • Meeting room bookings
  • Supporting a busy reception area
  • Support clients with administrative tasks
  • Working with onboarding new clients
  • Liaising with suppliers
  • Order Handling & Sales Processing
  • Supporting departments with adhoc requests

The applicant should be computer literate, have an strong understanding of the Microsoft Office suite (Outlook, Word & Excel) and experience working within an administration/reception role. You should be passionate about providing great customer service and be able to confidently work independently to ensure the smooth running of the reception area. In joining us, you will become part of a modern, forward-thinking and inclusive organisation, capable of offering a stimulating environment for you to work in.

This is your chance to join #teamgoodwille – check us out on Instagram. When you join Goodwille you get access to a whole range of employee benefits, all designed to ensure an enjoyable work/life balance. Some benefits for all employees include:

  • Office fruit every week
  • Employee perks, rewards & benefits including discounts on supermarkets (Sainsbury’s, Tesco etc) high street stores (Topshop, John Lewis etc) & gyms
  • Complimentary phone insurance, as we know how important it is to stay connected
  • Access to the well-being & lifestyle platform, including eating advice, exercise routines and yoga videos
  • Generous social budget, for team lunches, parties or for you to hang out with colleagues.

Job type: Permanent, full time
Location: London
Salary: Depending on experience/skill set

If you like the sound of this vacancy and all the features and benefits you get by being part of a team like Goodwille, then please contact

PRESS RELEASE: Goodwille reinstates its Norwegian-British Chamber of Commerce Partner Membership

Goodwille are happy to announce that from 1 May 2018, they will increase its membership from a Corporate Member to a Partner Member of the Norwegian-British Chamber of Commerce, NBCC.

Their decision to extend the existing relationship with the NBCC is based on them seeing an increasing number of Norwegian businesses coming to the UK, the progression of Norwegian tech and startups, and the excellent activity and mission of the Chamber to promote and strengthen Norwegian-British business relations.

Goodwille, who are a Patron of both the Swedish Chamber of Commerce for the UK and the Finnish-British Chamber of Commerce, offer complimentary services to the NBCC. While Goodwille provides businesses expanding from Norway to the UK with practical advice and day-to-day support to operate in the UK, the Chamber of Commerce provides a networking platform for businesses to meet with future clients, partners and investors.

“We believe that by becoming a Partner Member and further strengthening our existing relationship with the Norwegian-British Chamber of Commerce we can provide Norwegian companies expanding to the UK with an even better foundation and network to succeed,” says Alexander Goodwille, CEO of Goodwille.

Jan Bertelsen, General Manager for the NBCC says; “It is with immense pleasure to have Goodwille as a trusted Partner of the NBCC and to work together on bringing even more value to the membership as well as expanding the opportunities within and outside the network.”

Together with the NBCC, Goodwille look forward to working collaboratively on future activities to promote the UK as a place with great opportunities for Norwegian businesses, to actively participate in helping Norwegian businesses succeed on the UK market and strengthening the trade relations between Norway and the UK.

About the Norwegian-British Chamber of Commerce

The NBCC is a non-profit membership organisation aimed at promoting trade between Norway and the UK and to provide a professional and social arena for businesses and people in the Norwegian-British business community. Founded in 1906, the NBCC has for over 110 years played a significant role in strengthening trade relations between the two countries.

Visit their website for more information on how the Norwegian-British Chamber of Commerce can support your business, how to become a member, and their many upcoming events.

About Goodwille

Goodwille have 20 years of experience helping Norwegian businesses in the UK and can provide you with all the advice and support you need to succeed on the UK market. Working across all sectors and nationalities, but with a strong focus on Tech, Retail, Manufacturing & Medical companies from the Nordics, they have a track record of helping nearly 2,000 businesses in the UK. Their services cover five fully integrated departments including Corporate Legal & Compliance, Finance, People Management, Payroll and Virtual Officess, providing a complete solution for setting up and running your UK operation. With over half of the Goodwille team speaking a Nordic language, Goodwille provide a unique combination of local experience of the UK market with an understanding of your business culture.

4 important steps for setting up a business in the UK

The UK is an exciting location for foreign businesses looking to expand internationally, as it is full of opportunities and business potential. It is however important to be aware of the many rules, obligations and regulations that come with setting up a business in a new marketplace. This article will provide you with an overview of four things to consider when setting up a new business in the UK.

Step 1 – Type of trading entity
One of the first things you must decide when starting a business in the UK is which legal business structure to choose. Below are the main routes into the UK market, and depending on the type of business and your intentions for UK market, different setups will be suitable. In finding the best route to market for your business, it is a good idea to look at the legal differences between the structures as well as any tax or other implications. You may wish to seek specialist advice on the differences between these types of entities, the up and down sides of them, and which entity that suits your business and you intentions of the UK market.

  • Limited company (private or public)
  • Branch office
  • Partnership
  • Sole trader
  • Distributor or agent

You can register your company online, but it is important to make sure you get all the bits and pieces right, and that you are aware of any reporting and filing requirements for the business. If you are unfamiliar with UK business, Companies House and statutory filings, we strongly recommend you seek professional advice and help. Goodwille’s Corporate Legal Department deal with these issues daily, and can advice and support you when setting up the business.

Step 2 – Bank account

In order to make any transactions, you will need to open a UK bank account for your business. Opening a bank account is a lengthy process as banks are required to go through long money laundering requirements to open a corporate bank account, so ensure that you allow time and patience for this. If you have a bank account for your business in your home country, check with your bank to see if they have operations in the UK which in some cases can speed up the process, as it proves some degree of creditworthiness for the business.

If the bank account opening process proves to be longer than anticipated and you need to urgently make transactions, Goodwille can provide a client account that you can temporarily use for transactions while you wait for your account to be opened. Get in touch with our Finance Department for more information.

Step 3 – VAT or not
You may also look to register your company for value-added tax, VAT in the UK. Companies must be registered for VAT if their taxable turnover for any 12 months period is £85,000 or over. The £85,000 threshold has been agreed to remain for at least two years from 1 April 2018.

The current standard VAT rate in the UK is 20%, which is the rate most businesses will charge. Some goods and services are reduced to a 5% rate and some are exempt from VAT so make sure you know which rates that applies to your business!

Step 4 – Employment
Now that the company, bank account and VAT is sorted, you need to employ people to get the money rolling and the business moving forward. When employing people in the UK for the first time, there are several things you need to bear in mind – whether you are bringing employees from your foreign company or employing in the UK.

  • One basic thing that people may take for granted but that shouldn’t be neglected is that you need to make sure that people you employ are eligible to work in the UK. Make sure they have a UK or EU passport, or that they have a work permit/visa!
  • All workers are covered by the law of the jurisdiction in which they work, meaning that your UK employees will be subject to UK employment law. This means it’s important to make sure that your employment contracts are based on and compliant with UK employment law. The contracts should cover and set out the employee’s duties, responsibilities, rights and employment conditions.
  • You need to register your employees for PAYE (Pay-As-You-Earn, social costs of employment including income tax and National Insurance that you as an employer needs to pay to HMRC) and organise with necessary company insurances.
  • Make sure you offer your employees a pay that is at least National Minimum Wage, and that you offer sufficient benefits to their responsibilities and scope of work. There are benchmarks for salary levels and benefits depending on industry, experience etc. that can be good to use as guidelines to make sure your remuneration package is attractive and reasonable and that you don’t offer “too much” or “too little”.
  • There is a requirement to enrol your employees on a workplace pension scheme. This is called auto-enrolment and as an employer, you must automatically enrol all your employees on a pension scheme three (3) months after the start of their employment. Employees must actively opt-out of the pension scheme if they don’t wish to receive a workplace pension.

We offer HR and People Management support, and can help you sort everything employee-related – from employment contracts to benefits, pension and payroll. Get in touch with our People Management Department if you have any questions.

In summary

All these things might seem straight forward when outlined here, but the truth is – it’s not always as easy as it seems. There are rules, laws and regulations you need to be aware of and make sure you follow to avoid a hefty fine, or even worse – being taken to court.

Goodwille have 20 years of experience helping foreign businesses in the UK, and can support you with everything you need to get your business started. With a track record of helping nearly 2,000 businesses in the UK, we have all the experience and resources you need to succeed with your expansion.

Get in touch with us today if you have any questions about doing business in the UK or if you want more information on the support we can provide to your business.

A Good Cause: Team Goodwille fundrasing for UNIQUE – Rare Chromosome Disorder Support Group

Team Goodwille is running the British 10K in Westminster, London on 15 July 2018 to raise money for UNIQUE – a charity with the mission to inform and support anyone affected by rare chromosome and gene disorders.

Charity, fundraising and spreading information on important causes are very close to our hearts at Goodwille, and we hope that by raising awareness of rare chromosome and gene disorders and donating to UNIQUE, we can make a difference to individuals and families in the UK.

Help us make a difference – support #TeamGoodwille in the British 10K and donate to our cause. All donations and contributions, however large or small, make a real and lasting difference.



Follow the fundraising journey – from running practise to fundraising activities on Instagram. Thank you for your support.

Unique provides much needed help and information to those caring for a family member with a rare chromosome disorder. These lifelong disorders affect 1 in 200 live-born babies and those affected are often sick and severely disabled, unable to walk or talk. For more information see

Branding plays a role in go-to-market

When talking about go-to-market, you often hear this term used when the company is in the stage of international expansion or targeting particular geographical market. I think people often get this term wrong. Whether you are starting with a new innovation, a start-up or a large company, you need to plan your go-to-market strategy.

Go-to-market planning at its best starts a lot earlier. It can start as early as when you have your first demo or a prototype. Well conducted go-to-market takes into account unique selling points, competition and above all customer needs. Go-to-market is really about packaging your offering ready for the market(s) and making it appealing for all stakeholders. It’s about launch strategy taking into account to whom you are selling your product rather than internationalisation strategy where you are looking at dynamics of particular market and your product-market fit (although this can be part of go-to-market).

Branding plays an important role in this and in order to get the go-to-market right you would need to work with designers and marketing experts. Even business model canvas is not really concentrating on things like story, visuals and target group which are part of go-to-market. Technology commercialisation is focused very much still on technology choices, protection, product features, pricing strategies, product development, team building and distribution. All this is necessary but in order for products to align with customer needs, marketing needs to play a role in the process. Here are some questions you can start with:

  • Value proposition: What value are providing to users?
  • What kind of feedback have you received?
  • What is your story?
  • What kind of users do you see using your product or services?
  • What kind of visual world are you providing to your customers?

Go-to-market happens in networks where users, branding and technology specialists are working together to launch not only the best but most appealing innovations to the world.

This article is supplied by Maria Sipila of Sipila consulting. Read the original article here.