// NORDICS
Go-to-market advisory,
built in the Nordics.
Nordic scaleups hit the expansion decision earlier than anyone else, because the home market was never big enough to be the plan. That makes positioning harder: you have to choose a frame that works in a market you haven't entered yet.
// NOT THEORY — DONE HERE
BUILT HERE
Appello grown from a garage of five to sixty people, then out across every continent.
EXITED HERE
Zipplify's patented IoT self-storage lock acquired by Assa Abloy in 2022.
SCALED HERE
Renable — a GenAI marketing studio for e-commerce, built as a new category.
FUNDED HERE
Seed rounds closed for advised companies including ViMML, Drops and Ganterud.
The same four moving parts.
The engine doesn't change by geography. What changes is how early you have to make the international call, and how much weight your positioning has to carry in a market where nobody has heard of you yet.
// QUESTIONS
Working with a Nordic advisor
- Do you only work with Nordic companies?
- No. The work is global — four businesses taken from local to global across the Nordics, Europe, the Middle East, Africa and Asia. But being based in Sweden means Nordic clients get someone in their timezone who has already made the mistakes that come with expanding out of a small home market.
- What makes going to market from the Nordics different?
- The home market is too small to be the plan, so the expansion decision arrives earlier than it would for a US company at the same stage. That changes positioning: you are choosing a frame that has to work in a market you are not yet in, usually before you have customers there to learn from.
- Can you work in Swedish?
- Yes, for sessions and internal work. Customer-facing material for international markets is normally produced in English, since that is where the deals are.
- Do you work in person or remotely?
- Both. Workshops and deal reviews often work better in person, and the Nordics are close enough that this is practical. Ongoing execution runs remotely.