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.

SPEAKERS
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!).

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

REGISTER FOR THE EVENT HERE


If you have any questions about the event, get in touch with our Marketing Manager James Service on james.service@goodwille.com 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 johanna.bjarschfollin@goodwille.com.


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

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.

20 years of helping Nordic businesses succeed in the UK

Goodwille, a family owned business built on commitment to quality and service celebrates 20 years as one of the leading providers of professional business services. With a vision to make international business easier Swedish business woman Annika Goodwille founded the company in 1997 offering a unique solution – all the advice and services you need from one company with unparalleled crossborder experience.

When first launching Goodwille, companies setting up a business in the UK would turn to firms of lawyers, accountants and bankers for advice, no one kept it all together under one roof. Goodwille changed that, offering professional business services covering five key departments; Corporate Legal, Finance, People Management, Payroll and Virtual Offices. Goodwille take care of all the headaches associated with running a business, so you can focus purely on business development.

Experts in supporting companies within the four areas Retail, Tech, Medical and Manufacturing the team at Goodwille has so far helped 1800 companies startup and run successfully their businesses in the UK. From startups like iZettle and Readly to big brands like Lindex, Clas Ohlsson and Björn Borg. Today, 20 years after the founding of Goodwille, Annika’s oldest son Alexander Goodwille has taken over the business as the company’s CEO.

A company’s 20th anniversary is certainly a milestone worth celebrating. To celebrate this anniversary Goodwille are hosting two events, one in London on 14th September and in Stockholm 21st September. The Stockholm event will include a seminar for 50 of Stockholm’s hottest start-ups from leading professionals at SUP46, Northzone, Trustly and Deliberate PR.

“We are celebrating both our legacy and our future. To be in business for 20 years is extremely gratifying and humbling.” – Alexander Goodwille, CEO

“To all of our employees, customers and partners who have been part of our first 20 years a heartfelt thank you. We are looking forward to continuing our tradition of quality and excellence for the next 20 years and more.” – Alexander Goodwille, CEO

4 Things to Consider When Starting Up Your Own Business

For many people, starting a business is a lifelong ambition, but while it comes with many perks, there are a number of challenges that business owners will face. If you are interested in starting up your own business, there are many factors to be aware of so that you can prepare yourself for the pitfalls along the way.

Here are four things to take into account when starting up your own business.

1. You need to have enough money

Before you take the extraordinary leap of faith, you need to be able to make sure you have enough money saved up in order to tide yourself over. Starting and running a business does not mean that you will be raking in a lot of money. Businesses have to start somewhere and they tend to start slowly – success will not come overnight.

Save up enough so that you can fund financial commitments (e.g. rent, bills, mortgage, car payments, etc.) It is often recommended that aspiring entrepreneurs should save up around a year’s worth of income. Try to start your business while working in your job rather than quitting to start the business. Also, see if you can make sacrifices in other areas to save on costs (i.e. house sharing, trading in your latest car for a cheaper model, food shopping on a budget etc.).

2. You need to be passionate, dedicated and committed

There is absolutely no point in starting a business if you are not prepared to put the work in. As previously mentioned, business success will not happen overnight. Be patient and be prepared to put the effort and graft in because it will take time to build up your business (estimated time: between five and ten years).

3. You need to have a thick skin

The reality is that not everyone will see your vision. Unfortunately, some people may judge and criticise you for starting a business. You need to be confident and assertive in your ambition, and prevent the naysayers from stopping you from achieving your dream.

4. Think: is your business worthwhile?

You need to think about the position of your business in the market sector. What can your business bring to the table, so to speak? Who are your competitors? What makes your business stand out? What problems do potential clients have and what solutions can your business provide?

By taking these important factors into consideration when starting up your own business, you can be sure to be prepared for the challenges along the journey to success. At Goodwille we have seen many a businesses grow and flourish, and can help you make sure you have all you need to succeed with your business ideas. Contact us today – we’re here to help!