Navigating Spanish Market: Experiences & Pitfalls
Webinar-series Part 1
Thank you to everyone who joined our first webinar in the series! We had a great session discussing what it is really like to expand your business to the Iberian Peninsula. If you missed it or want to revisit the key takeaways, here is the summary of the practical advice shared by our speakers: Marko Kiippa (Pinja) and Ira Elisa Lemmetyinen (Openrelo).
Success is Systematic
One of the most important lessons is that you cannot simply rely on your existing brand when moving to a new region. You have to earn local credibility from scratch before deals can happen, which is why entering a new region is like starting a new company. This requires constant analysis to understand exactly what the local market needs and how your Go-To-Market strategy should adapt. A successful entry also depends on your team, making relocation a strategic priority, not an administrative task.
The Importance of Local Presence
In Spain, business is built on personal relationships and trust. That’s why the market cannot be managed effectively from a distance. Having a local presence or working with local partners is essential for building the necessary networks. It’s also worth noting that your specific location within Spain can play a role in your success.
Marko Kiippa, Business Unit Director, Pinja
Marko shared how Pinja secured its first two major clients in Spain’s bioenergy sector. One of the key lessons was that you cannot assume your product fits a new market as it is. Selling a Finnish SaaS solution to traditional industrial companies requires both a solid understanding of the new market and a willingness to adapt your approach. This is why thorough market research is essential. It helps you shape your solution to match what the local industry is looking for.
Ira Elisa Lemmetyinen, Openrelo
Ira Elisa highlighted that a proper relocation is a form of risk management that directly affects how your team performs. It’s a strategic decision that shapes the company’s success in a new market. Whether you rely on expats to transfer company culture or local hires who know the market, the challenges of settling into a new life must be taken into account in your market entry plan.