Market Entry Strategies

𝗧𝗵𝗲 𝗘&𝗦 𝗜𝗻𝘀𝘂𝗿𝗮𝗻𝗰𝗲 𝗠𝗮𝗿𝗸𝗲𝘁 𝗜𝘀 𝗕𝗿𝗼𝗸𝗲𝗻—𝗛𝗲𝗿𝗲'𝘀 𝗪𝗵𝘆 𝗧𝗵𝗮𝘁'𝘀 𝗔𝗻 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 The E&S market hit $100B in 2024. But we're still using technology from 2004. Here's what nobody is talking about: ✅ 80% of E&S submissions get rejected—not because they're bad risks, but because we can't analyze them fast enough ✅ The average E&S policy takes 30+ days to quote   ✅ Most carriers are running on systems built before the iPhone existed But this broken market is creating a perfect storm for innovation: 1. Data is finally structured enough for AI 2. Specialty carriers are desperate for tech solutions 3. Capital is flowing to companies that can solve these problems The next wave of risk-tech unicorns won't be direct-to-consumer plays. They'll be the companies that crack the specialty insurance code. What I'm seeing work: • API-first platforms • Automated submission intake • Real-time risk modeling • Embedded specialty coverage The E&S market doesn't need disruption. It needs infrastructure. Who's building in this space? Drop a 👋 below.

Entering a market isn’t guesswork. It’s math. And the equation is simpler than you think. When a new player shows up, incumbents move fast: → Drop prices until rivals run out of cash → Lock up distributors and suppliers → Flood the market with brand spend → Sign long contracts with penalties → Lobby regulators to raise barriers That’s 5 of 10 ways big companies protect their turf. For new entrants, fighting head-to-head rarely works. The smarter play is partnership. Instead of burning years and millions, you can borrow scale, credibility, and access. Here are 5 proven ways to do it: Co-distribution ⤷ Partner with a non-competitor who already sells to your target customers ⤷ You get reach without building your own network. Joint innovation ⤷ Collaborate with an incumbent to launch a new product ⤷ You share costs and inherit their credibility White-label supply ⤷ Sell your product under an incumbent’s brand ⤷ You scale quietly, while learning how the market really works Adjacent alliances ⤷ Enter through a related industry ⤷ Bypass the strongest defences Anchor partnership ⤷ Land one marquee partner ⤷ Their endorsement signals trust and opens doors The question is: how do you know if you have a real chance? Use the Entry Equation. Success Score = (Distribution × Incentive × Differentiation) ÷ (Switching + Regulatory + Capital) Score each factor 1–5 (5=Excellent): • Distribution Access • Incumbent Incentive • Differentiation • Switching Costs • Regulatory Barriers • Capital Intensity Interpretation: 0–5 = Low viability 6–10 = Conditional entry 11–15 = Strong entry Need an example? An EV battery startup partners with a Tier-1 auto supplier. Here's the assessment: • Distribution = 4 • Incentive = 5 • Differentiation = 5 • Switching = 3 • Regulatory = 4 • Capital = 3 Score = (4×5×5) ÷ (3+4+3) = 10 Interpretation → Conditional entry The path forward: reduce regulatory drag or switching pain This is how experienced CEOs think about market entry. Not just, “Can we compete?” But, “Who can we partner with to get through the defences?” Remember: Go-to-market partnerships aren’t a growth lever for new entrants. They’re the only way in. --------------------------- Was this helpful? Get cheatsheets like this each Wednesday. Subscribe to my free newsletter: https://philhsc.com ♻️ Repost this to help a founder or CEO assessing a new market ➕ Follow me, Phil Hayes-St Clair for more like this

Just got off a call with a founder who's sent 1,000+ cold emails with ZERO responses... Let me ask you something... Have you ever crafted what you thought was the perfect outreach message, only to be met with complete silence? One of my clients (a SaaS founder) just shared their frustrating experience that might sound familiar... They spent weeks perfecting their message, researching prospects, and personalizing every email. The result? Radio silence. Zero responses. Zero meetings. Zero opportunities. And here's what really hurts... Their competitor, with an inferior product, was landing meetings left and right with the same prospects. After analyzing thousands of outreach campaigns, I’ve discovered that trust isn't built through volume - it's built through three specific elements that buyers actually care about. Here are the 3 trust drivers that actually get decision-makers to reply: 1) Social Proof That Matters Stop leading with generic logos. I've found buyers instantly engage when you share specific results from companies in their exact industry. They need to see themselves in your success stories. ✅ POWER MOVE:  Reference a similar company's specific metrics improvement (e.g., "We helped Company X increase their conversion rate by 47% in 60 days") 2) Thought Leadership Signals Your prospects are drowning in "experts." I've tested this extensively - buyers respond when you demonstrate deep industry knowledge through specific insights about their business challenges. ✅POWER MOVE: Share a unique observation about their market position or recent company changes that others missed. 3) Micro-Deliverables This is the game-changer most miss. I've seen response rates triple when founders offer immediate value before asking for anything in return. ✅POWER MOVE: Provide a quick competitive analysis or specific growth opportunity they can implement today, regardless of whether they reply. The data is clear: 89% of cold outreach fails because it focuses on what YOU want instead of what THEY need. These aren't just theories - I've watched these exact strategies transform response rates from 2% to 20%+ across hundreds of campaigns. Here's the real question: How many of these trust drivers are you actually incorporating in your outreach right now? #ColdOutreach #B2BSales #TrustBasedSelling #OutboundMarketing #SalesStrategy

Is this the beginning of the end for traditional insurance models? To me, the following post published on LinkedIn recently is very insightful for three reasons. 1/ First, the post highlights that insurers *need* to explore additional distribution channels, on top of what already exists - brick & mortar shops, agents or brokers. And it lists online channels as a priority. This is the first time I read it so clearly from an incumbent. And it obviously makes sense to me as customers are increasingly relying on digital services, spending more time on their smartphone and eCommerce is surging. In that background, there is no specific reason insurance could be the only industry Worldwide to remain solely offline ! 2/ Then the post highlights the opportunity to rely on startups to deliver such a roadmap. In that specific case, the corporate relied on two complementary initiatives: acquisitions and minority investments. Whatever the means, this proves there is value in InsurTech startups. After years of startups raising crazy amounts claiming they would replace incumbents, followed by several years of hearing incumbents claiming "InsurTech doesn't work" it seems we've landed in a more balanced position where it's a matter a price, not a question of value added ! Yes, InsurTech startups, when done right, could benefit the insurance value chain ! 3/ Last but not least, this post - supporting the case for digitizing part of the insurance industry and the opportunity for historical players to leverage external solutions (i.e. startups) - was written by... an incumbent ! This is not a startup pitching its vision nor a VC building its investment thesis. This is one of the major players in its market: the health insurance space in France. Reading such a strong push for embracing digital solutions and paving the road to buying / partnering with InsurTech startups makes a lot of sense to me, as we've been investing in tech startups revamping the insurance industry for years. And beyond, this seems to me as a wake-up moment for the industry and I expect more to come in the near future as the InsurTech market matures and clear winners, or top players are emerging from the crowd. #insurance #insurtech #venturecapital

I've heard from thousands of green jobseekers that feel “stuck” in their journey to work on climate, with the four most common barriers being:  🤝 Lack of personal connections in the industry 🛠 Uncertainty on transferring skills 👷♀️ Lacking direct experience in the field 🔍 Challenges finding organizations or roles that align with interests   Last year, I hosted a mini-series of the Degrees Podcast called ‘The Year of the Climate Job.’ Each episode dissects these barriers and shares ways to overcome them. Here is the full series, along with key takeaways: 🤝 Lack of personal connections in the industry Episode: How to network for a green job with purpose-driven LinkedIn expert Nick Martin - https://lnkd.in/eNP6FJ9e Takeaways: - Browse the #OpenDoorClimate Directory to find climate professionals willing to connect and chat https://lnkd.in/gSf727gi - Use LinkedIn to build relationships with people you admire and contribute content yourself 🛠 Uncertainty on transferring skills Episode: Transfer your skills to a green job with Work on Climate’s Eugene Kirpichov - https://lnkd.in/ecjggq_V Takeaways: - Try to connect with people in jobs that you want to understand what skills they use day-to-day - Take stock of your own skills and remember that climate-focused companies need traditional skills 👷♀️ Lacking direct experience in the field Episode: Learn how to build your climate experience with Terra.do founder Anshuman Bapna - https://lnkd.in/e2tKYnTQ Takeaways: - Consider courses or certification programs that incorporate case studies or capstone projects - Try pitching yourself for freelance or project-based work or volunteerism 🔍 Challenges finding organizations or roles that align with interests Episode: Taking the mystery out of finding a green job with Green Jobs Board’s Kristy Drutman - https://lnkd.in/eZbJVPwJ Takeaways: - Pair skills with what you’re passionate about when searching general or climate job boards - Follow industry news and analysis hubs to learn about companies and potential roles 🤷♂️ Unsure how to use current job for climate action Episode: How to green any job with Project Drawdown’s Jamie Beck Alexander - https://lnkd.in/eMKVEFPN Takeaways: - Understand the leverage points of existing job functions have to take climate action - Organize with other interested coworkers to brainstorm and come together on issues and action I also recommend checking out the latest season of Degrees from Yesh Pavlik Slenk featuring some incredible guests, including Katharine Hayhoe, Solitaire Townsend, Drew Wilkinson and Shannon Houde,. https://lnkd.in/eba8GBdF

When I started thinking about market expansion for the next episode of #MarketerinTech: 𝐔𝐧𝐬𝐜𝐫𝐢𝐩𝐭𝐞𝐝, one name came to mind instantly—Winifred Wong. Having worked with her before, I knew her POV would be gold. She’s is working firsthand on what it really takes to turn global ambition into local traction—and she didn’t disappoint. Winifred’s approach to local market success starts long before a campaign launches. It begins with deep listening—to local sales, to customers, to the macroeconomic and cultural pulse of the region. It’s not just about translating messaging, but truly tailoring it to reflect real customer needs. She and her broader team constantly refines based on feedback, local terminology, and channel preferences—yes, including region-specific SEO reviews. But that’s not all. They bring in local voices too—amplifying success stories from nearby customers to build resonance and trust. One of her strongest plays? Building a local partner ecosystem. These aren’t just resellers—they’re trusted allies who co-solution, co-sell, and bring regional relevance to every engagement. That’s how you scale and stay close to your customer. ------ #𝑴𝒂𝒓𝒌𝒆𝒕𝒆𝒓𝒊𝒏𝑻𝒆𝒄𝒉: 𝑼𝒏𝒔𝒄𝒓𝒊𝒑𝒕𝒆𝒅 𝑺𝒏𝒂𝒄𝒌𝒑𝒂𝒄𝒌 ------ ✅ Top 3 Takeaways 1. 𝑫𝒐 𝒕𝒉𝒆 𝒈𝒓𝒐𝒖𝒏𝒅𝒘𝒐𝒓𝒌 — Culture, customer needs, and macro context shape your GTM more than you think. 2. 𝑺𝒑𝒆𝒂𝒌 𝒕𝒉𝒆𝒊𝒓 𝒍𝒂𝒏𝒈𝒖𝒂𝒈𝒆 — Tailor your messaging and your channels. Translation ≠ localization. 3. 𝑩𝒖𝒊𝒍𝒅 𝒘𝒊𝒕𝒉 𝒍𝒐𝒄𝒂𝒍 𝒂𝒍𝒍𝒊𝒆𝒔 — Partner ecosystems amplify reach, relevance, and relationships. 💡 My 2 Cents Market expansion isn’t a launch, it’s a relationship. The teams who win are the ones who embed—not broadcast. And nothing says commitment like showing up in the right channels, in the right language, with the right local partners. #B2BMarketing #MarketExpansion #GotoMarket #PartnerMarketing #GTMStrategy #CMO #leadership #MarketingPOV

In October, Leone Baron and I ran a webinar for MCJ Collective and Climate People focused on helping job seekers think more expansively about how to get that coveted climate job. We polled the audience "What strategies have you tried to get a climate job? Start your own company, apply for a new job and quit your old one, examine the intersection of your current job with sustainability and redefine it for others in your field, or influence your current employer to put more resources into sustainability and create more job opportunities?” Just 2% of respondents said they had tried to influence their current employer! While this survey is far from scientific, I think it reflects a bottleneck that’s keeping thousands of frustrated job seekers on the sidelines as they apply for jobs over and over again to no avail. Staying in your current company and advocating for more resources for sustainability is not only a more practical and accessible path to getting a climate job - it can also be more impactful for the planet. We need people pushing every company in every industry to be more sustainable from the inside. Here are some key takeaways from the call: 🌍 We need a broader, more expansive view of climate jobs (this includes traditionally blue-collar jobs - it's not just about climate tech) 🙎🏾♀️ We need to change the paradigm of who gets to work on sustainability inside companies (it can no longer only be people with the title) 🏭 You may not have to leave your current employer to get a climate job ✊🏾 Employee organizing can create pressure and push your employer to be more sustainable, which often leads to more climate jobs and opportunities for the entire workforce 🚶🏾♂️ Working on climate is a journey, not a destination. You are turning a dial, not flipping a switch. Check out the recording and let us know what you think!

#AgencyRecruitment Data jan 2025 for Life Insurance companies which contributes the Retail Business most and main source stream for scaling up. Data clearly speaks- No focus, low focus, high Focus, Apathy, Apathy for Retention. Why Agency #Distribution is Critical for Insurers Amidst Diverse Channels & the "Insurance for All by 2047" Vision Despite the rise of bancassurance, digital platforms, and direct sales, agency distribution remains a pillar of sustainable growth for insurers. With IRDAI's "Insurance for All by 2047" goal and potential capping on bancassurance, insurers must double down on agency-driven models to achieve deep market penetration and long-term stability. 1. India's Agent Concentration Deficiency – A Major Roadblock India has only 4 million agents serving 1.45 billion people—a ratio of just 2.75 agents per 1,000 people. In comparison, developed insurance markets have 5-10 agents per 1,000 people. To achieve "Insurance for All by 2047," India needs at least 8-10 million agents, meaning a 2x–3x expansion in agency strength. 2. Agency as the Key Driver for "Insurance for All by 2047" India's vast rural and semi-urban population remains underinsured; digital and banca have limited penetration. Agents act as financial educators, bridging the gap between insurers and first-time buyers. To meet the 2047 goal, insurers must massively scale agent recruitment. 3. Personalized Sales & Relationship Building Agents provide face-to-face, trust-based selling, critical for life insurance. Many customers prefer human interaction for complex financial decisions, especially in rural areas. 4. Higher Persistency & Quality Business Agent-driven policies have better renewal rates (#persistency) than digital or banca sales. 5. Lower Dependence on Banca Amidst Potential Capping #Banca dominates premium collection, but over-reliance is risky. If #IRDAI caps banca commissions or limits partnerships, insurers must expand agency to compensate. A strong, digitally empowered agency force ensures revenue stability. 6. Market Penetration Beyond Metros Agents enable insurers to expand into Tier-2, Tier-3 cities, and rural areas, critical for Insurance for All by 2047.Digital & banca alone cannot achieve last-mile connectivity. 7. Cross-Selling & Upselling Opportunities Agents sell multiple policies per household, increasing customer lifetime value. Relationship-based selling enhances conversion rates for add-ons, riders, and renewals. 8. Cost-Effective Customer Acquisition- Banca and digital require high marketing costs. A well-trained agency lowers long-term acquisition costs with better persistency & renewals. 9. Insurance is Still a Push Product Unlike FMCG, insurance isn't an impulse buy—agents create demand through trust & need analysis. Critical in life insurance, where awareness alone doesn’t convert into sales. 10. Technology-Driven Agency Expansion for "Insurance for All by 2047" With banca facing potential regulatory restrictions, insurers should:

Proposed Amendments to Indian Insurance Laws: Game Changer for the Industry ? Recent proposal to amend India’s insurance laws marks a turning point for the sector. On paper, these changes promise accessibility, affordability, and modernization. But the real question is are we ready to handle the challenges that come with such sweeping reforms? One of the standout proposals is the reduction of paid up capital requirements to INR 50 crore for insurers catering to underserved markets. This move could bring insurance to regions long neglected by traditional players, addressing a critical gap in financial inclusion. However, accessibility alone isn’t enough. Without robust consumer awareness,first time policyholders may fall prey to misrepresentation or choose policies that don’t meet their needs. Therefore simultaneous focus on awareness and financial literacy is essential to truly empower new customers. Allowance of 100% foreign direct investment (FDI) in insurance companies is another game changing move. Global players bring expertise, technology, and much-needed capital. But there’s a risk: foreign investors prioritize profitability, which may lead to higher premiums in a price sensitive market like India. Striking the right balance between global participation and local affordability will be crucial, and it puts immense pressure on regulators like the IRDAI to ensure that growth doesn’t come at the cost of trust. Another bold reform is the introduction of composite licenses, allowing insurers to operate across multiple business lines, such as life, health, and general insurance. While this simplifies compliance and encourages diversification, it also increases operational risks. Managing these risks requires insurers to adopt cutting edge governance frameworks that can adapt to the complexities of modern insurance. One of the lesser discussed yet significant amendments is the reduction in net owned funds for foreign reinsurance branches from INR 5,000 crore to INR 1,000 crore. This lowers entry barriers for global reinsurers, boosting competition for GIC Re. In this regard partnership based approach can also be explored , encouraging collaboration between global reinsurers and GIC Re, which could help in maintaing market balance. Finally these amendments signal India’s ambition to position itself as a global insurance hub. However, ambition must be matched with preparation. Regulatory bodies need to strengthen oversight, invest in digital infrastructure, and foster industry collaboration to ensure the sector evolves responsibly. Growth is exciting, but sustainable growth will be the true test of success. Refer attachment for details ⬇️ #InsuranceReforms #IndiaInsurance #Insuretech #IRDAI #FDI #PolicyholderTrust #RiskManagement #FinancialInclusion #InsuranceTransformation #LinkedIn

I’ve known Murat Soysal for over 12 years. He was our very first customer, and whenever we hit a rough patch, he’s always the first to show up and help. His most recent advice? It completely flipped my perspective on partnerships.👇 A few weeks ago, I traveled with Murat Soysal from London to Barcelona for the SaaStock Annual Retreat. After years of knowing each other, this trip gave us the opportunity to have meaningful conversations in person. Murat shared his insights on entering new markets through partnerships. As per him, having the right local partner, you can l successfully scale: • Sales • Marketing • Support • Success services & others in local language Without building everything from scratch. Without the hassle of learning from ground up. A big hack to unlock massive growth potential. Here are 3 specific benefits of this: 1️⃣ Faster market penetration Working with established local partners means you leverage their existing network and relationships. ↳ This gives you immediate access to connections that would otherwise take months or years to build. 2️⃣ Reduced operational costs Building an in-house team from scratch requires significant investment - recruitment, training, office space, and administrative overhead. ↳ Strategic partnerships deliver similar results without these upfront expenses. 3️⃣ Increased credibility and trust A respected local partner shares their established reputation with your business in markets where your brand isn't yet known. ↳ This transferred trust is incredibly valuable and impossible to create quickly on your own. This isn't theoretical - look at the companies that've mastered this: → HubSpot's expansion into non-English markets → Stripe's regional payment localization strategy → Zendesk's global scaling through resellers This partnership-focused approach isn't the only way to expand, but it offers advantages that deserve serious consideration. Sometimes, the best business insights come not from books or meetings, but from conversations with fellow founders who’ve been through similar experiences. This is exactly why I value events like SaaStock and spend time in founder communities. What's been your experience with partnerships for market expansion? Let me know in the comments. ---- Hope this post helped 🙌 Follow me for more content & insights on entrepreneurship, SaaS, and life as a founder.