TicketSwap is the biggest fan to fan secondary ticketing marketplace of Europe, active in the festival, concerts and sports domain, collaborating with major event promoters, concert venues and global festival brands in the continent and beyond. Both Tamas and Joakim worked together with the company to bring business to global markets.
Challenge
TicketSwap has fast achieved a market leader role in the Benelux region with its exponential growth trajectory and wanted to approach international expansion more from a strategic angle, instead of doing global business merely on an ad hoc, opportunity based level. Tamas as Head of New Markets was leading the company’s global expansion efforts while Joakim was in charge of the Nordics launch.
Approach
We used data and analytics to make sure we assess and prioritize all potential new markets to potentially expand to. We wanted to be pragmatic with strategic market opportunities, new market aspirations and available capabilities. Hence we developed models for market prioritization and selection with TicketSwap. Once the target markets were selected we created Go-To-Market Strategies for each individual region. We designed and built local teams consisting of sales representatives, account managers and strategists.
Outcome
The aim was to carefully match historically gathered knowledge from the existing home markets with the needs of the local markets as each country had different challenges depending on market maturity, legal regulations, competitive landscape, user behavior and local business culture. Joakim successfully led the company’s launch in Sweden, Norway and Denmark, while Tamas managed TicketSwap’s international expansion in DACH, Central and Eastern Europe, Italy and Brazil while also representing and lobbying for the company in North America and Australia. With our leadership, TicketSwap has become the market leading secondary ticketing marketplace in Sweden, Norway, Germany, Switzerland, Poland, Czechia and Hungary.
