Fenwright Germany Go To Market
Go to market deck
Eleven slides from Fenwright, an invented UK workforce software company, taking an existing product into Germany. The plan picks one country and one segment inside it, says in writing what the other three growth quadrants are not going to get in 2027, prices for the new market rather than translating the home rate card, and ends on the two numbers that would stop it.
Every slide, in order
The whole deck as it renders, one slide after another. Read it the way the audience would.
The structure
What each slide is doing, so you can reuse the order even with different content.
- Slide 1cover
- States the market, the segment and the deadline in one line, so the plan is falsifiable from slide one.
- Slide 2content
- Names the beachhead and, more importantly, the two markets deliberately not being entered this year.
- Slide 3framework
- Places the plan on a named growth framework, which is what stops it drifting into four plans at once.
- Slide 4persona
- The economic buyer in their own words, taken from interviews rather than invented from a segment definition.
- Slide 5comparison
- The honest competitive picture, including the incumbent that is winning on something we cannot match.
- Slide 6pricing
- Prices for the new market rather than translating the home price list, and says what is deliberately excluded.
- Slide 7diagram
- The motion as a funnel with the conversion assumptions written down, so the plan can be checked in month three.
- Slide 8timeline
- Six dated phases with a gate on each, so the plan can be stopped rather than only accelerated.
- Slide 9metrics
- The unit economics the plan is signed against, with the two that are already behind marked as such.
- Slide 10comparison
- Weighs the decision honestly and names the numbers that would end the plan.
- Slide 11closing
- Ends on the decision being asked for and the one date the whole plan turns on.
What makes this deck work
It says what is not being done
The growth matrix marks three of its four quadrants as deferred, including a product three customers are asking for. A go to market plan fails more often from doing four things than from choosing the wrong one.
The at risk numbers are admitted
Acquisition cost and payback are both marked at risk against the home market, on the plan the company is asking its board to approve. Writing the worse number down first is what makes the rest of the scorecard readable.
The plan can be stopped
Two gates, one in June 2027 at nine customers, and a closing slide that prices stopping at about £310,000. A plan with a stated kill condition gets approved faster than one that only describes success.
Questions people ask
What slides go in a go to market deck?
The thesis, the market, segmentation, the chosen segment and ICP, the buyer, positioning against alternatives, pricing and packaging, the channel and motion, the launch sequence, unit economics and the risks.
What is the difference between a GTM strategy and a marketing plan?
A go to market plan decides which market, which segment, which motion and which price. A marketing plan decides the activity inside a motion that has already been chosen. The GTM plan comes first and has fewer, larger decisions in it.
How do I define an ICP versus a buyer persona?
The ideal customer profile describes the company: sector, size, geography, buying behaviour. The persona describes the human inside it. This deck defines the profile as third party logistics operators with 200 to 900 warehouse staff, then shows the site operations director separately.
What metrics should a go to market deck commit to?
Customer count, average contract value, acquisition cost, payback period and the ratio of lifetime value to acquisition cost, each against the home market. Payback benchmarks widen with segment, from around a year in small business to closer to two in enterprise.
Should a market entry plan reprice for the new country?
Yes. Slide six prices for Germany rather than converting the UK rate card, and states what is deliberately excluded from the entry package. Buying behaviour, procurement expectations and what the incumbent charges are all local, so a translated price list usually lands either as a discount nobody asked for or as a number that ends the conversation.
How do I choose a beachhead segment?
Name it narrowly, then place it on a framework so it stays chosen. Slide two names the segment and the two markets that get nothing in 2027, and slide three puts the plan on a named growth framework. Without that second slide a market entry plan quietly becomes four plans running at a quarter of the resource each.
Build your own in about a minute
The button below opens the generator with this use case already described. Change the wording to match your own, generate, then edit anything you like.
Make one like thisOther presentation examples
Brand presentation
Eleven slides presented to the board of Halvern Cider, an invented family cider maker preparing for a national listing. The order is the discipline own order: audience and positioning before anything is drawn, the perceptual map before the palette, the identity shown on a bottle and a van rather than on a white page, and the rollout costed at £340,000 over fourteen months.
Product launch presentation
An eight slide product launch presentation for Halo 3, an invented air purifier that fixes the two complaints behind most returns of the previous model. It is an internal deck for marketing, sales and support: what changed, who buys it, an eight row comparison against the shelf, a three phase plan, six targets and a dated checklist.
All hands meeting deck with the same order every month
Millbrook Foods runs a 45 minute all hands on the first Tuesday of the month, and the deck has used the same eleven slide order for two years. The order matters more than the content, because a team that knows where the numbers, the new faces and the priorities will be stops reading ahead and listens.
Want the steps in the builder? Read Add charts, maps and diagrams to slides, then Make a pitch presentation with AI. For everything this generator can do, see the presentation maker.
Written and checked by the OneCraft team. Last checked .