References

Geeklab is a Finnish technology company that provides comprehensive tools for mobile app and game developers to optimize marketing and increase download numbers. The Geeklab platform enables A/B testing, concept validation, and competitor analysis, which help developers improve the visibility and download rates of their apps in app stores. The company combines cutting-edge technical tools with expert consulting, enabling the Geeklab team to lead campaigns, provide expert analysis, and offer training. With technical tools and expert knowledge, Geeklab assists developers in maximizing the success of their apps in the market.

Now, Geeklab is taking its next steps in internationalization by partnering with Aamu Partners to support this goal.

Born Global company

Geeklab is a “Born Global” company that started its international business operations practically immediately after its establishment. Born Global companies aim for the global market from the outset, rather than focusing first on local or national markets and expanding internationally only later.

A significant portion of Geeklab’s revenue came from abroad during the early stages of the project, although they have only had an office in Finland so far. One of the main goals of the project was to determine whether it would be appropriate to establish a new office abroad, and if so, in which country. Other objectives included assessing and enhancing the company’s internationalization capabilities, as well as identifying the most important target markets for Geeklab and the next steps in its international expansion.

Why establish a new office?

Although operations have been running smoothly from the Finland office, a new office in another market could also be beneficial in a digital environment. Serving customers from Australia to California can be challenging when operating from Finland. Proximity to the customer base may enable better service and stronger customer relationships, as well as help in better understanding the market.

Additionally, regulatory, employment, tax, and logistical reasons can make a new foreign office a sensible option. In addition to offering efficient digital tools, Geeklab provides personalized consulting by experts, ensuring that customers get the most out of the service.

Together with Aamu Partners, Geeklab identified the key reasons for establishing a new office, allowing target countries to be evaluated against these criteria. Based on this assessment, the most relevant countries were listed for more detailed analysis before making a final decision.

“Mapping out internationalization capabilities and clarifying the criteria for target markets opened our eyes. We now understand how the market is divided, where to go, and in what order.”

Mapping out internationalization capabilities

Internationalization is a significant and critical undertaking for a company, so it is essential to ensure that all necessary prerequisites are in place beforehand. If the commitment from the owners and the organization to internationalization is not strong, challenges may arise. Additionally, if the company lacks the right structure, sufficient resources, and the expertise to expand abroad, the project could be at risk. Therefore, it is important to conduct a thorough assessment to ensure that the company has both the desire and the readiness to succeed in international markets.

The mapping of internationalization capabilities involved a detailed examination of the organization’s readiness for international expansion, as the name suggests:

• Is the organization’s structure, including roles and responsibilities, designed to cover all actions and needs related to internationalization?
• Does the organization have access to the necessary data and a clear view of the company’s key metrics to monitor the success of internationalization and adjust plans if needed?
• Are the internationalization plan, timeline, and resources in place?
• Can the company now move full speed ahead with increasing investments in internationalization, or is there a need to address certain issues before making larger commitments?

“It was important to determine what the next steps in internationalization require and how our organization can meet these challenges. We now have a clear understanding of what needs to be improved and developed before we can fully commit to internationalization.”

Target Market Analysis

Although there were informed assumptions about the target countries, a more detailed analysis was necessary. The target market analysis confirmed the assumptions made in the preliminary assessment and provided confidence to move forward, but it also revealed some surprises. With a more thorough examination, it becomes easier to anticipate risks and more effective to seize opportunities.

Target market analysis is a crucial foundational task when expanding internationally, as it highlights both risks and opportunities, enabling the planning and scheduling of actions.

“The target market analysis was an extremely important groundwork that significantly facilitated the planning process. With a solid foundation in place, we can hit the gas and efficiently start conquering the market.”

The Collaboration Between Aamu and Geeklab and Its Benefits

The collaboration between Aamu Partners and Geeklab brought significant benefits that strengthened Geeklab’s internationalization efforts:

• The partnership ensured that the internationalization project was aligned with the goals of Geeklab’s owners, which is crucial since international expansion requires substantial time and resource investments.
• The project helped map out Geeklab’s internationalization capabilities, allowing the company to identify exactly which areas still need investment before fully scaling up.
• As a result of the collaboration, Geeklab gained a deep understanding of what drives its operational profitability. For instance, it was recognized that the labor input for different service models and the resources required for various client accounts need to be closely monitored.
• Additionally, the business was modeled into a logic tree, illustrating the key operational levers for efficient growth.
• The partnership also provided a comprehensive view of the global market structure and the optimal sequence for advancing internationalization.
• Geeklab received valuable support in managing growth, enabling balanced and controlled expansion: “you got to spend money to make money.”