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Four Reasons – Identifying New Growth Markets and Building an Entry Strategy

Challenge

Four Reasons, a Finnish professional hair care brand, was seeking international growth but faced a challenge in determining the most promising new foreign markets for expansion. The goal was to identify markets where their product offering could thrive and develop a clear entry strategy that would maximize the chances of success. To achieve this, Four Reasons needed a structured, research-driven approach to navigate the complexities of entering new markets and create a solid plan for action.

Approach

Un/known embarked on a comprehensive market analysis to address Four Reasons' challenge. Our approach unfolded in three distinct phases:


1. Desktop Analysis: We first conducted a detailed review of six potential markets, evaluating factors like market size, competition, and growth potential. This process helped narrow the options to three high-potential markets.


2. In-depth Market Research: In the shortlisted markets, we conducted interviews with key stakeholders – distributors, salon owners, and hairdressers – to gain insights into local dynamics and business culture. These conversations revealed the market trends, consumer needs, and distribution channels that aligned with Four Reasons' product range.


3. Go-to-market strategy and implementation roadmap: Using these insights, Un/known partnered with Four Reasons' leadership to select the most suitable market and develop a detailed market entry strategy. We created a step-by-step action plan, outlining critical steps for implementation and helped shape the core messaging and flagship products to lead the entry.

Outcome

As a result of this collaboration, Four Reasons now has a clear roadmap for launching in a new market within 6-12 months, equipped with a differentiated message and a tailored product offering. The company is prepared to confidently enter the selected market, leveraging the insights from our research.

Additionally, Four Reasons now possesses a repeatable framework for evaluating future market opportunities, supporting its long-term international growth strategy.

"It matters what kind of partner you choose for business-critical issues. Un/known has an exceptional ability to generate customer insights from unknown markets and to refine them into a form that gives us a clear action plan moving forward.


I can warmly recommend the Un/known team for growth initiatives."


– Jyrki Hakala, CEO

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