Consulting for B2B SaaS founders
European market-entry consulting
Decide which country to test, who should sell there first and how much cash to commit before hiring a local team.
When to bring me in
Your first European opportunities are landing in different countries. One board member wants a VP Sales, another wants the founders to sell remotely, and finance needs a budget. I help you decide which bet the available evidence supports.
Bring recent European wins, losses and open opportunities by country, your home-market deal economics, delivery constraints and a date for the investment decision. A small or incomplete pipeline is workable if we can speak to buyers and identify what is still unknown.
What you get and who owns it
- A market shortlist. I compare named accounts, buyer access, references and delivery requirements. You nominate the countries and provide the commercial evidence.
- A hiring and cash plan. I model founder-led selling, a first local AE and a country lead plus AE. Your finance lead replaces the cost assumptions and agrees how much cash can be committed.
- A board decision and a 90-day test. We agree a recommendation, a commercial owner, a spending limit and a date to expand, revise or stop. You keep the editable model and the decision memo.
Illustrative decision memo
Approve a French demand test. Defer the hire.
Evidence. Two French buyers have named a budget owner and agreed to evaluate a pilot. The German enquiries are still introductory. The Germany entry guide sets out what to investigate there before funding a second launch. The founder can run discovery and delivery from HQ.
Decision. Give the founder six weeks and a €6,000 incremental cash limit to test one French segment. Ask each sponsor to confirm a paid pilot scope, budget and start date.
Review. If both buyers commit, price a local AE against the available pipeline. If interest stalls at procurement, resolve the blocker before opening a role. These figures illustrate the format of a memo.
Compare the three hiring budgets →What I bring to the decision
I opened Tapjoy’s French market, then led the launch of Freespee’s French subsidiary, now Kaisa. The two businesses needed different buyers and different local teams. Those experiences inform the questions I ask before recommending a hire. For the role itself, see how to evaluate a European market opener.
Read the France and Spain case study →Bring the decision you need to make
Tell me which markets are under consideration, who owns the decision and when you need it. I’ll use that to scope the work. We agree deliverables, access, timing and fees in writing before starting.
Discuss my market-entry decision