Strategy Meeting: Should We Expand into Germany?

Okay, I'll cut to the chase — Germany is ready for us!

That's a bold claim. What's behind it?

Our market research came back last week, and it's striking.

Demand for our software there has doubled in two years!

Hmm, impressive. But demand isn't the same as market share.

Let's be honest about the competitive landscape.

Two local players already dominate the mid-market.

True, but neither of them has a mobile product.

If we move now, we'd have first-mover advantage!

Or we'd burn cash educating the market for them!

Our burn rate is already higher than I'd like.

I hear you. That's exactly why I've modeled the costs.

Localization is the biggest item, not the hiring.

Localization meaning just translating the interface?

Well... it's more than that, to be fair.

Invoicing, data storage, regulatory compliance — it all changes.

Right, GDPR alone could eat up a whole quarter.

Actually, our legal team thinks it's closer to six weeks.

Well... here's what really worries me, though.

Could a German launch cannibalize our Austrian resellers?

Oh! That's a fair point. I hadn't framed it that way.

Admittedly, though, they only bring in four percent of revenue.

Really? Only four percent? I'd have guessed much more.

So what's your go-to-market strategy, in a nutshell?

A phased rollout. Berlin and Munich first, with a small team.

If we hit our targets, we scale up from there.

And if we don't, we pull out without too much damage?

Exactly. Limited downside, and plenty of room to learn.

Alright, I'm cautiously on board. Start the due diligence.

Yes! Thank you. I'll have a plan ready by Friday.

Ha, don't celebrate yet. The board still has to agree.