iRoute-To-Market in Europe - Analysis & Execution


"How do we get started in Europe?"

Direct and indirect routes to market, offer design, market and route segmentation, competitive positioning, relationship management, etc. - all serve to answer some basic questions:

  • Why will our clients buy?
  • How do our clients buy?
  • Who's involved in the buying?
  • Who do they buy from?
  • What's their timescale?





Case Study

This California-based client is a 50 person, early-stage, wireless technology company with a unique and innovative communication solution that has been enthusiastically received by the health care sector in the US.

The client wanted to understand what would define demand and fulfillment for their product in the UK market. In addition they wanted to pave a route-to-market for their planned entry the following year.


Working with the client's VP Marketing, Richard first considered how the client targeted and delivered to sectors in their home market. The next step was to analyse and lever the unique characteristics of the UK market.

In the UK the public health sector nationally is represented by the National Health Service (NHS). Richard met with key decision makers in the UK NHS, mapped out their three different purchasing processes, and identified both qualifying and 'winning' factors associated with securing deals with them on the client's behalf. At the same time market opportunities in the retail sector were explored and regulatory and certification issues that needed to be addressed were identified.

The NHS's buying processes dictated a segmentation of potential channel partners. After exploring the opportunities presented by both technology and commercial partners, a lead partner was identified who was excited about the client's product and had recently secured a $2 billion contract to deliver communications services to the NHS.


The selected channel partner is already budgeting to sell a significant sum of the client's product to two identified customers (the NHS and a retail client) upon introduction of the product to the UK in 2005.