Defining the go-to-market strategy for a novel mental health technology start-up - Case Study of Melimpus

Details

Supervisors

Schuiling, Isabelle

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This thesis develops a go-to-market strategy for Melimpus, a Belgian startup leveraging virtual reality to help people return to work after burnout. The primary objective is to determine which of the three business models identified is the most viable for a market entry strategy in five European markets: Belgium, France, Germany, the Netherlands, and the United Kingdom. To do so, it employs a mixed-methods approach, integrating market sizing and strategic assessment through the GE/McKinsey Matrix augmented with a Multi-Criteria Decision Analysis (MCDA) table to achieve this. The research first identifies the Total Addressable Market for each target market to forecast potential revenue and growth opportunities. Then, it analyzes the competitive strengths and market attractiveness of Melimpus' offerings across two-time scenarios (2024 and 2028) to project strategic shifts and adapt strategies accordingly. The conclusions suggest that a tailored approach, combining elements of a standardized approach and sequential market entry, will best facilitate Melimpus' go-to-market strategy. The study recommends prioritizing resource allocation to the one business model with the highest competitive strength and market attractiveness, thus ensuring both short-term impact and long-term viability. Therefore, the proposed strategy is divided into three phases: first, market penetration in Belgium, followed by market development in the Netherlands, Germany, the United Kingdom, and France, and third, product development in all five markets.