Industrial Markets ⁽¹⁰⁵⁾

    Un marché n’achète jamais un produit. 𝗜𝗹 𝗮𝗰𝗵𝗲̀𝘁𝗲 𝘂𝗻𝗲 𝗺𝗮𝗻𝗶𝗲̀𝗿𝗲 𝗱𝗲 𝗹’𝘂𝘁𝗶𝗹𝗶𝘀𝗲𝗿. Ces derniers temps, j’ai échangé avec plusieurs entreprises qui souhaitent entrer sur le marché hashtag#HVAC en France. Et, un point revient systématiquement. L’attention est concentrée sur le produit : ✔️ performance…

 Not because systems are failing. 🔴 𝗕𝘂𝘁 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘁𝗵𝗲𝘆 𝗮𝗿𝗲 𝗯𝗲𝗰𝗼𝗺𝗶𝗻𝗴 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲. 𝗧𝗼𝗱𝗮𝘆, many systems are: ✔️harder to access ✔️more integrated into buildings ✔️continuously operating ✔️distributed across large sites 𝗠𝗮𝗶𝗻𝘁𝗲𝗻𝗮𝗻𝗰𝗲 is no longer only about knowledge. 🔴𝗜𝘁 𝗶𝘀 𝗮𝗯𝗼𝘂𝘁 𝗮𝗰𝗰𝗲𝘀𝘀. ✅ This is where robotics…

 But many difficulties appear much earlier, when the structure of the market itself is not fully understood. I tried to summarise ten questions companies should ask before starting a market entry strategy.  

     There is a recurring blind spot in innovation. It has nothing to do with technology. ❗ It’s about execution. Some products are designed as “𝑝𝑒𝑟𝑓𝑒𝑐𝑡 𝑖𝑛𝑡𝑒𝑔𝑟𝑎𝑡𝑖𝑜𝑛𝑠”. Multiple functions. One solution. On paper, it’s efficient. In reality, it creates a different problem. Because the…

   Most market entry projects don’t fail after expansion. They fail before the market even exists. ✔️ A few first orders arrive. ✔️ A distributor shows interest. ✔️ A project starts moving. The market seems receptive. 🔴 At that moment, many companies make the same…