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Client case · Cyclomedia

A decision-making framework for international growth

Student Consultant investigated for Cyclomedia whether further expansion in the United Kingdom and France is commercially attractive. A TAM/SAM analysis and an ROI model in Excel resulted in well-founded investment advice.

Student Consultant Cyclomedia

Situation

From the Netherlands to international markets

Cyclomedia is a player in large-scale 360° imagery data and geospatial solutions, supporting governments and businesses in data-driven decision-making on topics such as infrastructure, mobility and urban development. Having built a strong position in the Netherlands, Cyclomedia wanted to investigate whether further international expansion was strategically and financially sound.

The focus was on the United Kingdom and France. Cyclomedia was already active on a limited scale in both countries, but further scaling up would require a substantial investment.

Cyclomedia wanted insight into the commercial attractiveness of both markets and the potential return on expansion. Not just how much market potential there was, but above all under what conditions the required investment could be recouped. This called for validated market potential, achievable market shares, required investments, expected return and payback period per scenario.

Is further expansion in the United Kingdom or France commercially attractive, and which market offers the best return relative to the level of investment required?

Approach

From market size to ROI model

  1. TAM and SAMStudent Consultant started with an analysis of the Total Addressable Market (TAM) and Serviceable Available Market (SAM) for both countries, mapping customer segments, potential buyers and possible applications of Cyclomedia's solutions.
  2. Deepening and validatingThe market analysis was then deepened and validated with a detailed customer analysis and research into market developments and Cyclomedia's competitive position in both countries.
  3. ROI model in ExcelAn extensive ROI model calculated investment and growth scenarios: the costs of reaching a relevant market share, the efficiency and lead time of the sales process, the potential revenue development, and the break-even point and payback period.
  4. Comparing scenariosComparing growth scenarios made it clear under which circumstances international expansion would be financially attractive and where the main risks lay.

Result

Well-founded investment advice

  • Market pictureValidated market potential in both countries, including promising customer segments
  • ROI modelComparing markets on investment level, expected return and payback period
  • FrameworkA concrete decision-making framework for weighing up international growth opportunities

At a glance

  • Market pictureValidated market potential in both countries, including promising customer segments
  • ROI modelComparing markets on investment level, expected return and payback period
  • FrameworkA concrete decision-making framework for weighing up international growth opportunities
Client case
Cyclomedia

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