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Enter Adjacent Market Segment — EMEA Expansion

Strategic decision to expand into adjacent B2B SaaS segments across EMEA. After analyzing TAM of €340M in target segments (GRC, procurement, legal-ops), we decided to enter via direct sales in DACH and Nordics first, followed by UK and Benelux in H2. Revenue target: €2.8M ARR by end of FY2026.

V312/18/2025, 9:00:00 AM
Decision ID: DEC-2025-0047
ApprovedInternal

Version History (2 previous versions)

Options

Channel-partner-led expansion

Sign 3 reseller partners (Bechtle, Crayon, Atea). Lower fixed cost (€400K), but 30% revenue share and slower ramp.

Product-led growth — self-serve only

Launch freemium tier for <50 seat companies. No local team. €150K investment. Limited to SMB segment.

Roles

Owner
Elena Torres
DecidersSequential
Executive Board
Alex Richter
1/10/2026, 2:30:00 PMMarket analysis confirms strong demand. Win rate in pilot cohort was 34% — above our 25% threshold.
AND
Finance Review
Oliver Braun
1/12/2026, 6:10:00 PMBudget allocated in Q1 plan. Cash runway supports this investment.
Informed
Marcus Weber
Peter Schmidt

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