Client results
- 3 → 24 phone calls from the site per month Magnolia Avto
- 1 → 45 visits from Google a week within 6 weeks Instrumentic
2
pilot markets instead of spreading across the EU
Miior
The product was ready, the European market was not. We took the competition apart, worked out who needs this device and why, built the entry plan — from the first sale to distributors — and are now building the site itself.
A ready product and an unfamiliar EU market
The client has a professional nail dust extractor and plans to enter Europe. What is missing is a simple answer: who to sell to first and why they would buy this one, with cheap imports pressing from below and known brands from above.
We analysed competitors, split buyers into the solo technician, the studio and the distributor — each with their own message — and instead of “all of the EU at once” chose two pilot markets: Spain and Poland. A distributor playbook and an ambassador brief came as separate documents.
And instead of mock-ups — a working 80-page site in four languages with a private area for salons and distributors. Every number in the strategy is labelled: confirmed, sourced benchmark or illustration.
What the client came with
- The client has a finished product — a professional manicure dust extractor — and the intention to enter the European market. What was missing was the answer to a simple question: who to sell to first, and why they would buy this one.
- The market is squeezed from both sides. Below, unbranded cheap imports that win on price. Above, a few established names it makes no sense to fight head-on.
- Going in blind would mean burning the ad budget without knowing which message works or which country to start in.
Our solution
Competitor teardown
We took apart how the other players build their offers: what they base value on, where they are weak, and what of that can be taken.
Buyer segments
We split the market into the solo professional, the studio with several stations, and the distributor. Each buys for a different reason — and reads different copy.
Entry plan with a pilot
Not "the whole EU at once", but two pilot markets: Spain and Poland. Test the assumption there, then scale on real numbers.
Distributor playbook
A separate document for B2B: how to talk to a wholesaler, what terms to offer and what to back the conversation with.
Brief for ambassadors
A ready brief for professionals with an audience: what to show, what to say and what not to promise.
A working site instead of mock-ups
80 pages in four languages — English, Portuguese, Spanish, Polish. A private area for salons and distributors with a personal discount, a customer account, 7 emails in each language and 8 articles. The identity comes from the brand book.
What the work covered
The outcome
A note on honest numbers. Every figure in the strategy is labelled: confirmed by the client, a market benchmark with a source, or an illustrative example. Where there was no data it says "awaiting the client" rather than a plausible invention — otherwise you cannot make decisions on it. Project ongoing.
What you can order for your business
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