Compared to Asia and Europe, Canada and the United States lagged in their FTTH roll-out. As the board sought global expansion, market-entry North America emerged as a logical next step.
Assignment:
August 2022: develop a Go-to-Market strategy, release presence in a year. In the second year the first wins, sign-on the first resellers, establish legal entity and recruit dedicated teams.
Results:
- Summer 2023: announced presence at the FiberConnect23.
- Summer 2024: first wins, resellers signed-up and establishing local entity.
Public available materials
Participation
How was the assignment approached?
Following the assignment, a desktop study was conducted and subsequently validated and refined by an external consultancy. Once approved by the board, the product set was developed and underwent certification. A dedicated website was created, and membership with the Fiber Broadband Association was established. Simultaneously, several local events were scoped out. The first year was focused on thorough preparation to ensure readiness for the largest FTTH event in the States.
What were the biggest challenges encountered?
Setting up a business in a region with different compliance standards and requirements than the home country involves extensive internal discussions, particularly when building a viable business case for each product is challenging. Maintaining a focus on the overarching goals can help contextualize and guide these discussions effectively.
What was fundamentally new about the project?
Previous attempts to market-entry North America, undertaken three times with various constructs, were largely opportunistic. This time, however, a comprehensive market research study was conducted, accompanied by a detailed business plan and corresponding business case. The steps and timeline for the venture were clearly defined, ensuring a structured and strategic approach.
What percentage of time was spent on this project?
For 2 years on average, 75% of available time was dedicated to this project, with some weeks requiring a full 100% commitment.