Internationalization
International growth begins when you know why a buyer in a new market would choose you.
Market research tells you the size of the market and who your competitors are. Only the buyer knows what switching suppliers would actually require. That’s why we interview buyers and resellers in the target market before you invest in it.
- You’ll know which market to enter first and who to sell to there.
- You’ll see which offer and which channel can generate your first deals.
Recognise the situation?
You’ve got the domestic market covered. The next growth opportunity lies beyond the border.
In Finland, customers know you and recommend you. A new market looks attractive on paper. A reseller is interested, and a trade show booth is booked. But in the new market, your Finnish track record won’t open any doors. The buyer already has a supplier — and many buyers are happy with the one they have.
- Growth in the domestic market is limited. You’re looking for growth in the Nordics, the Baltics, or beyond Europe.
- Exports rely on small, country-specific agents, but some markets just won’t take off.
- It’s hard to reach the buyer’s management and product managers.
- Local sales, resources, and a clear plan are still missing.
- You want to approach the new market step by step, but the order isn’t clear yet.
Research
17%
of surveyed companies achieve profitable growth abroad. Over 60% of geographic expansions fail completely.
The Usual Approach
Market research tells you the market size and who your competitors are
It doesn’t tell you why a buyer would switch from their current supplier to you.
Our Approach
In interviews, buyers in the target market tell us who they currently buy from
What switching would require from them, who makes the decision, and what offer would make them listen.
A large market alone isn’t enough. What matters is where you win your first customers.
What Is Business Internationalization?
International growth starts with a single market and its buyers.
Business internationalization means expanding your sales, partnerships, or operations beyond your home market. It involves choosing a target market, deciding how to enter it, and defining your offer. The entry mode can be direct sales, a reseller, or a local partner. Your offer and pricing need to convince buyers in the target market to choose you over their current supplier.
Market research tells you about the market. The buyer tells you about their choices. Research shows you the market size and competitors. We add what the numbers can’t show. Buyers, resellers, and experts in the target market tell us who they currently buy from, what switching would require, and who makes the decision.
Not everyone should enter a new market. A good study will tell you that too.
Management and Team Share the Starting Point and Assumptions
We go through your goals, current customers, offering, and assumptions about the target market. We note what works for you in Finland and what might work elsewhere.
The Market Is Chosen Based on Attractiveness and Ability to Win
The largest market isn’t necessarily the right one to enter first. We compare markets by how attractive they are and where you have the best chance of winning. The starting point is one market at a time.
Buyers and Partners in the Target Market Reveal What Switching Requires
We interview buyers, resellers, and experts in the target market — including those satisfied with their current supplier. We identify everyone involved in the decision: the one who wants change, the decision-maker, the user, and the one who can block the deal.
The Plan Becomes Action for the First 90 Days
Together, we agree on the target group, offer, pricing, and channel. The first 90 days are a trial period aimed at securing meetings and first pilots. We agree in advance on when to continue and when to change direction.
We usually start with international market research. You’ll find out which market to enter first and who to sell to there. Then you decide whether to invest in that market.
Internationalization Services
The right service depends on whether your new market is still being planned, already chosen, or already underway.
When a new market is still in the planning stage, we usually start with international market research. Once the market has been chosen, we create a market entry plan. When you’re pursuing your first deals, we help with reseller and partner search. If you’re already in the market but growth has stalled, we ask that market’s customers what’s holding you back. We tailor the work to your industry and target market.
International Market Research
Buyers, resellers, and experts in the target market tell us under what conditions they’d consider a new supplier. Alongside the interviews, we review the market size and competitors.
- Interviews with buyers, resellers, and experts in the target market
- Who buyers currently buy from and why
- What switching would require and who makes the decision
- Market comparison based on attractiveness and ability to win
- An assessment of which market to open first — and whether to enter at all
- Typically 10–20 interviews
- Typically 4–12 weeks
- One market first, with more added for comparison if needed
Market Entry Plan
You decide who to sell to in the market, with what offer and pricing, and through which channel. The plan also outlines what happens during the first 90 days and how you’ll know whether the market entry is progressing.
- Target group and those involved in the purchase decision
- Offer and pricing for the target market
- Channel selection: direct sales, reseller, or local partner
- A plan and metrics for the first 90 days
- When to continue and when to change direction
- Builds on your market research or existing materials
- Workshops with management and sales
Reseller and Partner Search
We help you find your first resellers and arrange initial meetings in the new market. We interview potential partners and find out what they need in order to sell you. Together with the partner, we agree on a shared 90-day plan and the first joint customer meetings.
- Identifying potential resellers and partners
- Interviews: what the partner needs in order to sell you
- Criteria for selecting a partner
- A shared 90-day plan with the partner
- Support for the first joint customer meetings
- Scope is agreed based on the market and channel
Growth in Existing Markets
When exports are underway but growth has stalled, we ask that market’s customers and resellers what’s holding you back. In our experience, the cause is often the message, the target group, or how the partner operates — not the market itself.
- Interviews with customers and resellers in the target market
- Why deals don’t materialize or are shrinking
- How resellers and agents perform, seen through the customer’s eyes
- Prioritized actions by market
- Number of interviews is agreed based on markets and channels
Our services work on their own or together. We carry out the work in your target market, with its buyers.
What Our Clients Say
Here’s how our clients describe working with us.
An NPS of 100 shows that our customers recommend us. Numbers don’t tell you why, so we let the customer tell you themselves.
NPS 100 · Our customers recommend usTrustmary customer survey 2026
+28%Average sales growth among our clientsSource: Voitto’s project analysis 2023-2026
+15Average NPS growth among our clients, pointsSource: Voitto’s project analysis 2023-2026
"I would absolutely recommend them. Voitto has strong experience and insight, but the work was completely free of the ‘we already know this’ attitude so common among consultants. There was no typical industry-style steering — solutions were built through genuine collaboration."
Jussi KoskinenHead of Service Provider Business, Finland and Baltics · F-Secure
You Can Try It Yourself
Ten conversations in thirty days.
One way to test the waters yourself is to ask potential customers in the target market for ten meetings within a month. These meetings aren’t for selling — they’re for asking how these customers choose their suppliers. If the meetings don’t happen, our experience shows the reason is usually the message or the target group, not the market. If you’d like, we can hold these conversations with buyers in the target market on your behalf. Read more in our article What the Swedes Did Differently.
Frequently Asked Questions
What do people ask us about new markets?
Where should business internationalization begin?
With your starting point and a few potential markets. First, we review your goals, offering, and assumptions. Then we interview buyers and resellers in the target countries, so the market choice is based on what buyers actually say.
How is the target market chosen?
Based on two factors: how attractive the market is and where you have the best chance of winning. Attractiveness is influenced by factors like market size, growth, and buyer need. Your ability to win depends on things like competitors, your offer, and your partners. In our experience, one market at a time works better than several at once.
What does an internationalization strategy include?
An internationalization strategy defines which market to enter, who to sell to there, and how. It usually includes your goals, target market, target group and decision-makers involved, offer and pricing, channel, partners, resources, and a plan for the first 90 days. It also includes metrics that show when to continue and when to change direction.
What are the biggest risks in internationalization?
According to a Bain & Company analysis, over 60% of geographic expansions fail entirely. Beyond the commonly mentioned political, legal, and cultural risks, the biggest business risk is that the buyer simply won’t switch suppliers. Other common pitfalls include taking on too many markets at once, copying your Finnish model as-is, and withdrawing either too early or too late.
Is it better to sell directly or through a reseller?
It depends on your buyers, your product, and your resources. Direct sales give you the closest contact with customers, but require the most time and money. A reseller or local partner brings ready-made customer relationships, but a partner will only sell you if it benefits them too. The choice becomes easier once you know who buyers in the target market want to buy from.
What’s the difference between a market study and market research?
Market research tells you the market size and competitors. International market research also tells you whether it’s worth entering the market and how. It combines market research data with interviews of buyers, resellers, and experts in the target market. The interviews reveal what the numbers can’t: why a buyer chooses their supplier.
Where can you get support and funding for internationalization?
Team Finland coordinators at the Centres for Economic Development offer advice on internationalization planning. The Centre for Economic Development and Business Finland can grant discretionary funding to develop internationalization readiness — for example, for market research, piloting, and trade fairs in new markets. Funding is always tied to a specific project; direct export activity itself cannot be funded. It’s a good idea to check the terms with the funding body before starting the project.
How are buyers in the target market found for interviews?
Interviewees are selected together with you. They include potential customers in the target market — including those satisfied with their current supplier — as well as resellers, partners, and experts. We arrange and conduct the interviews.
How long does international market research take?
Typically 4–12 weeks. The duration depends on how many markets are being compared and how quickly interviews can be arranged. We typically conduct 10–20 interviews before a market decision is made.
How much time does this take from our people?
For management, the work typically involves a kickoff meeting, workshops, and progress reviews. We conduct the interviews ourselves. We always use your existing materials whenever possible.
Who in Finland helps with choosing a target market and an internationalization strategy?
In Finland, internationalization support comes from public organizations such as Business Finland and the Centres for Economic Development, as well as private consulting firms. Public services offer advice and information on funding. We help with choosing a target market, creating a market entry plan, and finding your first resellers. Our work is based on what buyers in the target market actually tell us.
Who does the work?
Our founders carry out the work themselves. International business is led by founder Mikko Fransila. For larger projects, several of us are involved. You’ll have the same point of contact from start to finish.
Authors
Who you'll meet when you get in touch.
Tomi Tapper
eMBA · Aiemmin toimitusjohtaja, Kiva
Taustaa: Dustin Group, Fox Racing, Arwidson
+358 400 797 300
tomi.tapper@voittogroup.com
Mikko Fransila
BSc · Aiemmin johtaja, PwC
Taustaa: Deloitte, EY, Nokia
+358 50 567 6088
mikko.fransila@voittogroup.com
Markku Larkio
MSc · Aiemmin toimitusjohtaja, Chilitaito
Taustaa: Lidl, Microsoft, FootBalance
+358 50 409 4142
markku.larkio@voittogroup.com
Get in Touch
Which market do you have in mind right now?
A few sentences in your own words is enough. We’ll respond within one business day and tell you directly if we can help and where we would start. If the matter can be handled without us, we’ll tell you that too.
Would you rather talk?
A 45-minute conversation with one of us can also be booked directly from the calendar.
45 min · Teams or Google Meet · No sales pitch
Or by email: hello@voittogroup.com