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EGAP case study

Navigating a strategic shift

An established electric vehicle (EV) charging service provider found success in Germany, France, Spain, and Italy. Pioneering an innovative model focused on off-grid infrastructure as a service, they are set to transform the European landscape with revolutionary mobile fast charging solutions.

In their pursuit of control across other European markets, they teamed up with MSX for dedicated support in shaping and executing a robust go-to-market strategy in a bid to win sustainable electric mobility dominance.

Having been operating previously in parts of France, Italy, and Spain, an EV charging service provider launched their services in Munich and Berlin in 2022. They offer an off-grid mobile charging service comprising a mobile unit that provides fast charging on the road. In 2024, they plan to launch an innovative battery storage system with DC/AC charging capabilities, developed by its own hardware and software engineers. Their goal, with these two solutions, is to help promote the transition to electric mobility in Europe.

However, they are changing their approach from energy delivery and mobile charging to a Charging Point Operator (CPO). As a CPO, they will be responsible for producing and delivering not only the batteries and the mobile charging services, but also managing the overall infrastructure, installation, and payment function, creating new opportunities with new potential customers.

As they plan to expand their operations and enter new markets, it’s vital they fully understand the regulatory requirements and local market dynamics and conduct a competitor analysis that enables them to make informed decisions and develop successful expansion strategies.

Once this strategy is defined, they must then launch their products and services in a way that maximizes market penetration, revenue generation, and brand awareness while defining their market entry strategy. Other important factors which must also be considered are identifying and defining their target customers, developing a pricing structure, and assessing the scalability and growth potential in new markets.

In 2023, they commissioned MSX to support in developing their business, by setting up a dedicated organization to oversee market research, feasibility studies, and operational setup, as well as utilizing MSX’s infrastructure and existing industry knowledge, including those with international Urban Mobility representants.

Scaling and building relationships

Using our competencies and experience, MSX developed a go-to-market strategy, designed to broaden our clients’ geographical coverage and introduce new customers.

This, along with an expertly crafted sales prospecting approach for identifying and engaging with potential customers would help them define the best customers or commercial entities to target based on the products that are applicable to them.

The solution enabled our client to grow their business development pipeline, build relationships, increase conversion rates, and expand into new markets. MSX established a specialized dedicated Business Development Team that included a dynamic salesforce and an Operational Solutions Manager (OSM). The OSM would oversee the relationship between the client and MSX, managing the sales team, and addressing any additional support requests from the MSX organization.

The OSM and salesforce collaboratively devised a strategy to attract potential customers’ attention, identifying both quick wins and long-term business opportunities. Their plan involved securing appointments and winning new business. Additionally, they aimed to create customized information and marketing materials for effective business development and seamless implementation of our client’s solutions.

Outcome: Accelerating competence, confidence, and compliance

The program achieved significant customer reach in Germany, connecting with over 400 contacts.

This improved the company’s brand awareness and visibility in the German market. Additionally, the development of a comprehensive overview of their product portfolio, complete with compelling commercial arguments, empowered the sales teams to approach a high volume of potential leads. The attractive product catalog played a pivotal role in showcasing their offerings.

The continuous refinement of the business focus ensures alignment with market needs and evolving trends. Clearly defining client requirements for the hardware selling proposition is crucial. Collecting and sharing relevant information allows for a more targeted sales approach. Market feedback provided insights into what worked well and areas for improvement.

Overall, our client’s solutions have gained interest from various sectors, including company fleets, road assistance providers, insurance companies, and fuel stations. As charging infrastructure continues to evolve, our client is now well-positioned to capitalize on these opportunities.

Fast facts

Customer: An emerging electric vehicle (EV) charging service provider

Business Challenge: With plans to enter new markets, they needed to fully understand the regulatory requirements and local market dynamics and develop a successful expansion strategy. 

Geographical coverage: European markets

Solutions implemented: A go-to-market strategy and sales prospecting approach for identifying and engaging with potential customers, as well as utilizing MSX’s infrastructure and existing industry knowledge.

Net savings of

0

on travel expenses

Reduced lead time from

0
to 3

months

Connected with over

0

contacts expanding market presence

Open doors to key players and system providers in the

EV-charging business

Detailed product catalog  

enabled sales teams to engage potential leads

Net savings of

0

on travel expenses

Reduced lead time from

0
to 3

months

Connected with over

0

contacts expanding market presence

Open doors to key players and system providers in the

EV-charging business

Detailed product catalog

 

enabled sales teams to engage potential leads

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