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.

How did Helsinki reach start-up stardom?

Scandinavia has held a certain chic popularity throughout the rest of Europe for a number of years now, from the Hygge craze to the Swedish and Finnish bakeries popping up around the country, it seems that the UK can’t get enough of Scandinavian culture.

As well as being ahead of the curve on baked goods, Finland have also been excelling in the start-up scene. Over the last five years, Finland has seen at least a one-billion-dollar exit from its start-ups per year, with start-ups in a wide range of fields – from tech to design and education – making their mark globally. Despite being a nation with a population of just under 5.5m, considerably less than that of even London, Finland boasts 10% of the world’s start-up exits.

An up-and-coming tech giant

While Helsinki doesn’t yet compare to the success of Stockholm in the field of technology, they’re not doing too shabbily. They’re home to a number of mobile developers who have created internationally loved mobile games including Rovio, who developed the insanely popular Angry Birds and Supercell, developers of Clash of Clans.

Helsinki also boasts a myriad of tech start-ups that, despite being far from household names just yet, are already proving their worth and ingenuity in their respective fields. Nordic JustEat equivalent Wolt has already expanded from Helsinki to Stockholm and Copenhagen in the past year, and smartphone manufacturer Jolla, founded by ex-Nokia staff – another Finnish tech giant – is making waves and raised $12m in a Series C round last year.

Why Finland?

Finland’s success within the start-up scene over the past decade can at least in part be attributed to a government which supports start-ups while also giving them freedom and independence. Finnish business policies include public support campaigns, dedicated mentor programs and a funding agency for innovation known as Tekes.

Finland is also quick to think internationally. With such a small workforce available at home, Finnish start-ups are some of the first to look outward when business takes off. Helsinki’s super successful start-ups are quick to expand into Europe and beyond, which can quickly catapult these burgeoning businesses to global success.

If you’re looking to expand your start-up business to the United Kingdom, Goodwille can help you with everything you need to get the UK company started and rolling effectively and efficiently. With years of experience helping companies with legal, HR, payroll and financial administration, our team of knowledgeable professionals can guide your UK expansion to success. Get in touch with us today for more information.

Goodwille hosts Launch in London during London Tech Week 2018

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 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.

3 top tips for expanding your startup to the UK

Although the UK is certainly a land of great opportunity for foreign entrepreneurs, there are a number of important considerations to note for anyone with aspirations to set up a UK company.

Pitching your products and services

No matter how many times you’ve successfully sold your products and services in your home country, when you enter the marketplace in a new location your pitch needs to be tailored to meet local standards. In some cases, a few minor tweaks to your content or format may be all that’s required. However, in some cases, a total overhaul might be necessary to reach your target market.

When researching your new market, be sure to look at potential changes to your pitching early so that you are well-prepared and not taken by surprise by cultural differences.

Build on previous successes

If your product or service has been successful at home, there’s no reason to think that it won’t achieve similar or even greater heights following your overseas expansion. In fact, the more success you have had at ‘home’, the more likely you are to succeed in a new location.

Be sure to capitalise on your successful track record as it will make your UK pitch much stronger.

Choose the right HQ

The location that you choose for your new UK expansion headquarters is very important to your success. There are a number of factors to consider, including whether your business is sales or product driven. You must also research potential talent pools, since recruiting the right staff will be essential to the success of your new venture.

Ease of communication by road, rail and air are also very important aspects of your location to consider, especially if you are intending to commute regularly from your current home base abroad. Logistics are also very important if you have a product to distribute, and locating your business somewhere central to the main motorway network may also be something that is important from both a practical and costings perspective.

In summary

If you are looking to expand your business to the UK, it is essential that you conduct expansive and appropriate research prior to making the move. Goodwille have been helping businesses relocate internationally for many years. Why not contact our helpful team today to find out how we could help make your expansion go smoothly.

Goodwille exhibiting at Welcome to the UK

On 20 February, the event Welcome to the UK will take place in Stockholm, and Goodwille are happy to announce that we will be attending and exhibiting at the event.

Welcome to the UK is the event for any individual or company looking to learn more about expanding to the UK and the business potential of the UK market. As Goodwille have over 20 years of experience helping Swedish businesses expand to and establish in the UK, we are happy to share our experiences with aspiring and growing companies, and look forward to an evening filled with interesting discussions, exchange of ideas and of course helping businesses with answering any questions about doing business in the UK.

If you wish to meet us in Stockholm and hear more about how we can help your business establish on the UK market, send an email to

The event is hosted and organised by the Swedish Chamber of Commerce for the UK, Stockholm Chamber of Commerce, and the British-Swedish Chamber of Commerce. If you wish to attend the event, sign up here

Why London Will Remain a Key City for Startups Post-Brexit

Ever since the UK voted to leave the EU, news outlets reported that thousands of jobs were set to leave the country and transfer to other financial hubs. Some startups packed up and set up shop in Germany, while multination companies said that they would be moving their business abroad. Some analysts warned that Brexit’s immediate effects would bring massive losses to the country’s retail and financial sector.

Despite such warnings, data analysis shows that London will be fine in the long run. Political journal Politico states that the City of London could actually be £43 billion stronger after the UK officially leaves the EU. In addition, contrary to what the mainstream media reports about the potential rise of unemployment, it would seem that 2/3 of London’s financial service companies plan to recruit more employees in the next 12 months.

Based on FXCM’s current economic calendar, the GBP readings don’t seem to be as volatile as last year. This is good news not only for the country’s employment rate but also startups whose products and services are based on the value of the sterling.

There are many factors why London will retain its place as Europe’s financial capital, which is especially good for startups. For one, the country has a sophisticated legal system that protects businesses from fraud and bankruptcy. London is also a world leader in finance, which will mean that companies will want to stay connected to the expertise found in the city.

Entrepreneurs still love London

Entrepreneurs, tech leaders, and startups in the U.S. still consider London as a great place for business because good, transatlantic relationships continue to flourish post-Brexit. A recent survey pointed out that more than 200 companies still felt that London is the top tech hub in Europe, and the best place to start a business across the continent. London is still ahead of its rival cities, which are racing to overtake the city as the startup capital of the UK.

“Our great city has long been at the very forefront of financial services. When you combine that with our new-found technological expertise, it creates an unrivalled opportunity for companies looking to break into the European market,” said London Mayor Sadiq Khan. “Despite the country’s decision to leave the European Union, there is no doubt that London will continue to be the booming and successful city it is today, open to talent and creativity from across the world and a leading destination for American business.”

The funds that go to tech startups in the UK remain solid, and figures show that it has already been able to hit £372 million since the June 23 vote. Investments for London startups, on the other hand, accrued £316 million in the same time frame, which is more than Paris, Amsterdam, and Dublin.

UK-based companies continue to have no problems bringing in business from EU-member states to the country. Here on our blog we discussed how Brexit had little impact on Swedish businesses entering the UK. Also, Britain remains one of Europe’s most attractive markets for foreign investments, and last year was their strongest financial YTD.

There is no doubt that the business sector may face some challenges in the upcoming years. Yet, London will always remain one of the best cities in the world for startups due to the expertise and infrastructure already in place.

Are you a startup looking to set up your business in London? Goodwille have experience helping numerous startups and SMEs opening up in the UK, contact us today to get help with your expansion plans.

This update is for general guidance only. Specific legal advice should be obtained in all cases. This material is the copyright of Goodwille Limited (unless otherwise stipulated) and is not to be reproduced in whole or in part without prior written consent.

A tale of three cities: setting up outside London

London is the UK’s natural magnet for new business, attracting more than 800 foreign direct investment projects every year – more than 3 times any other region. But with sky-high rents and inflated wages threatening to diminish the capital’s appeal as a destination, we look at three alternative options that deliver more bang per buck.


Located on England’s south-west coast, Bristol had long been Britain’s second wealthiest city as one of England’s largest trading ports. In recent decades, the 8th largest city in the UK has swapped tea for terrabytes, being recognised as the UK’s most advanced ‘smart city’, a leader in providing 5G connectivity and utilising big data to improve public services . It is now a powerhouse in the creative industries and also boasts a large aerospace sector. The city was named the Sunday Times best in which to live in both 2014 and 2017, and it was named winner of the Green Capital Award by the EU in 2015.


Home of the world famous University, Cambridge has a bookish reputation and old-world charm, but behind the academic image is a serious business hotspot to rival technology hubs in the US. ‘Silicon Fen’, as the area has become known, is home to some of Europe’s most exciting technology startups and established companies like ARM Holdings and Dante – turning over more than £35bn between them all. Fuelled by some of the world’s top graduates, excellent links to London, and collaboration between businesses and the University, companies in Fen have seen an annual growth regularly top 7.5%.


Scotland’s capital is world famous as a cultural hub, home to some of the most famous comedy, music and drama festivals, but since the 1980s it has also developed a strong tech sector. As one point of the Scottish ‘tech triangle’ along with Dundee and Glasgow, the city is home to a number of high-tech companies in sectors from semi-conductors to video games. As an added bonus, Edinburgh has the cheapest office space of any major UK city, an eighth the price of London – clocking in at just £66.1 per square foot .

If you need any help with your expansion plans in the UK, or you want to open a UK office, talk to Goodwille today.

Tel Aviv’s startup scene is booming

If you were to ask pretty much any entrepreneur for a list of the best startup cities in the world, you can be pretty confident that list will not only feature Silicon Valley, Stockholm and London, but also Tel Aviv. So why is it that the Israeli city has become a viable destination for companies looking to join the startup revolution?

The best aspects of operating in Tel Aviv

With its growing tech scene and reputation, Tel Aviv has become a bit of a success story. That’s partly down to the fact it has a strong startup ecosystem. Companies and individuals can benefit from easy access to plenty of angel investors as well as capital firms and mentors, and there’s no shortage of talent. In particular, the tech scene has benefited from the large number of highly skilled tech-based individuals within Tel Aviv. Employees tend to know what to do, and don’t require micro-management, which is key for allowing business leaders to focus on growing their company.

The business culture

The business culture in Tel Aviv is one that has become known for its focused and high energy approach, but that doesn’t mean the city fails to embrace fun. In Tel Aviv, the tech scene is looked upon with respect and young people in particular look up to the leaders within it. An important aspect of the business culture in Tel Aviv is that most people are interlinked, meaning it feels that everyone is almost a second-degree friend, or perhaps a colleague of someone you know. Due to the fact Israel is a small country, and most people serve in the army before going to university, the social and professional networks are very much interwoven.

For those looking at Tel Aviv as a possible destination for their own technology startup or expansion, you should be aware that there isn’t really much of a focus on politeness. Instead, people work to overcome a challenge and get tasks done quickly and professionally. Whilst some people find this off-putting, after a while of working within Tel Aviv, many people start to realise the benefits of doing business the Israeli way.

If you need any help with your company expansion plans, whether you want to open a UK office or look somewhere further afield, our extensive support services can help. Talk to Goodwille today about your business plans to get that expansion started.

Why the Stockholm start-up tech scene is a huge success

The tech scene in Stockholm is booming, so much so that it has become the second most prolific tech hub in the entire world. Per capita, no other city has more billion dollar tech companies apart from San Francisco. With huge levels of energy shown over the past few years, the capital of Sweden is now home to in excess of 20,000 start-ups.

Back in 2016, over €1.5 billion was raised by tech companies in Sweden, that marks a huge fifty percent increase from the 2015 figure. The increasing level of investment has also seen support grow in the community, with more and more start-up hubs, investors and events, making the scene in Stockholm more connected. The growing scene has largely been helped by the fact that there are a number of successful companies that were born in Stockholm who are acting as role models.

For Stockholm, those companies are Klarna, Spotify, Skype and plenty more. Having companies that have gone on to become household names around the planet within your community can only help and encourage exceptional talent, and it also acts as a way of attracting some of the most promising talent from around the world to come and work in Stockholm.

Culture, society and values

The local culture in Stockholm is also one of encouragement and a great place for start-ups to feel as if they have potential to grow. Sweden has a mostly informal society, where teamwork comes to employees naturally. Sweden also has an admirable safety and social welfare system, which allows entrepreneurs to take slightly bigger risks without worrying about losing everything. The high level of well-educated workers, along with the fact that pretty much everybody in Sweden speaks English fluently, has also contributed to Stockholm’s start-up scene boom.

The government in Sweden also has a history of encouraging tech and innovation. Recognising that computers would play a huge role in the future, the Swedish government of the 90s made the bold decision to subsidise personal computer purchases. Their decision massively increased computer literacy rates and saw children in the country grow up with high levels of computer skills. Those early efforts are now paying off handsomely for the country, and Sweden has a digital economy that’s the envy of many countries all over the world.

At Goodwille, we specialise in helping businesses succeed with their expansion plans. Whether you’re thinking about opening a UK office, or you’re looking to expand further afield, we can help through our larger network. Get in touch with us today, and let us help you succeed with your expansion plans.

How FinTech start-ups are shaking up the financial industry and what the rest of the world can learn

The UK has long been a suitable place to incorporate a technology start-up. Given that it’s also one of the financial capitals of the world, it was only a matter of time before tech merged with the banking world, and the rapid expansion of numerous FinTech companies is positive proof that Britain’s financial district is slowly but surely being changed by keen young upstarts with their eyes firmly on the prize.

How the United Kingdom helps companies to flourish
The British Government has long had a commitment to helping new tech businesses flourish – help is always forthcoming, regardless of whether the company in question is a start-up or an established international player looking to open a UK office to gain a foothold in emerging industries.

The Financial Conduct Authority is a governing body which works closely with new businesses to help them to understand regulation, and it’s recent scheme – dubbed “Project Innovate” – allows firms to test new models and products in a protected environment.

User friendly financial services
While the governments of other countries could follow the UK’s lead to provide the help needed to get start-ups off the ground, so too could budding entrepreneurs take note of the innovative ways UK FinTech start-ups work with their customers.

Perhaps the largest reason why UK FinTech brands have been so successful is because they’ve understood that their customers require flexibility and mobility. Ultimately, it’s the understanding that a completely digital bank needs to provide a truly flawless user experience in order to succeed.

Instilling consumer confidence
The UK – and London in particular – has long held a reputation for financial services. However, the brand reputation built up by financial institutions over hundreds of years can be yours without having to have a “brick and mortar” base in the country. It’s possible to set up a UK company with a virtual office in the UK and enjoy all the benefits and rewards associated with the capital.

For further information on how opening your business within the UK could transform the fortunes of your start-up, simply contact the friendly, experienced and professional team at Goodwille.