The market will tell you.
We go in and find out.

markettraction runs the in-market execution for B2B companies entering the EU market with a focus on Germany, testing the hardest assumptions first, so you find real traction before you commit to scale.

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You're growing at home. You know you have a good product. And you know Germany and the EU are a big opportunity.

But:

You're not sure how much of what works at home will translate here.
You don't know which customers to go after first, or whether they'll actually buy.
You have no one on the ground to tell you what's real and what isn't.
And you can't afford to find out the hard way.

That's not a reason to stop. It's a reason to test before you commit.

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How We Work

Two principles.
No exceptions.

Execution is the product.

We start by listening: your goals, your urgency, what success in this market actually needs to look like for your company. Then we go in. We run the in-market motion: outreach, conversations, validation against your Go-to-market (GTM) playbook. You're in the room for the conversations that matter.

Founder delivered.

The people you meet in the first conversation are the people who do the work. No handoff to a junior team. We're here to build a real understanding of what traction looks like in this market for your company, and we learn and iterate with you until we find it.

And if at any point the in-market signals aren't strong enough to justify continuing, we'll say so. The decision is always yours.

What You Get

At the end of a markettraction engagement, you have in-market evidence.

Real signals from the market: which customer segments have the highest urgency, where do adoption hurdles lie, how your positioning needs to change to unlock the market. The result is a GTM playbook built from what the market actually told us, not what we assumed going in.

And if the signals aren't there, we tell you before you've spent the big scaling budget and your founder time.

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Who We Are

Both of us were shaped by years inside the North American startup and business culture before building our careers in Germany. That shaped how we think about market entry: test early, talk to customers before you commit, and never confuse a market assumption with a market fact.

Hannes

Hannes has spent his entire career on the North America to Europe path. He's built companies, scaled them, and learned first-hand where the assumptions break down when you cross that gap. He's as comfortable in a boardroom negotiation as he is at a trade fair booth.

Hendrik

Hendrik has been on the execution side of market entry. At a US startup, he prepared the European launch, then crossed the Atlantic and helped lead the launch in Germany, scaling revenue and bringing over 30 products to the German market. He knows what it takes when the resources are tight.

Selected Clients and Ecosystem Partners