Jump Group – Avacy Internationalization
PROJECT SUMMARY
The internationalization strategy focused on the expansion of foreign markets (Spain, Germany, France, and the United Kingdom) for our software product, Avacy: a solution that allows companies to manage cookie and subsequent consent management processes. The strategy focused on participation in international trade fairs and investments in digital marketing.
OBJECTIVES
The “Jump Group Internationalization” project primarily aims to initiate an international expansion strategy for Jump Group, extending its activities to the Spanish, German, French, and UK markets, with the future intention of covering every European Union country subject to GDPR regulations. The central objective is the positioning and scalability of the Avacy product, a Software as a Service (SaaS) for cookie and consent management, in the European market. The goal is to position it as a “Privacy by Design” solution that is fully compliant with current regulations and offered at a competitive price compared to market standards. The choice of target markets is strategic: Spain was selected as the European country with the highest number of GDPR-related sanctions, while Germany is the leader in data protection investments. France is considered the driving force behind GDPR regulation in Europe, with its Data Protection Authority leading the implementation of regulations in other member states. Although outside of Europe, the United Kingdom represents a significant user base and an important test, thanks to the English language, for future expansion into the US market. The project aims to influence the balance of the European market through a price differentiation policy, offering a high-quality product in terms of standards and functionality. The planned activities, which include consulting, intensive digital marketing, and participation in international fairs and events, are designed to build a solid and well-structured path for Avacy’s positioning. This path will not only increase the brand awareness of both Avacy and Jump but will also help optimize an online and offline customer acquisition strategy, outlining an agile and efficient sales pipeline, and developing awareness and consideration among the product’s target audiences.
EXPECTED RESULTS
The project aims to impact the European market’s equilibrium through a price differentiation policy, promoting a top-quality product in terms of standards and functionality, especially considering the presence of TCF 2.0 accredited competitors such as Iubenda, OneTrust/Cookiebot, Quantcast, Didomi, and SFBX. The planned project activities are designed to contribute to achieving these objectives and to define a medium- to long-term plan for the target geographical areas. Specifically, these activities are expected to:
- Ensure a solid and structured path for the medium- to long-term, focusing on an evolutionary roadmap for product positioning and related marketing strategies for each target country, coordinated by the Digital Export Manager (DEM).
- Optimize digital acquisition campaigns (before, during, and after events) for each trade fair and target country, promoting content engagement in different languages. This includes structuring advertising channels (like Facebook, Instagram, and LinkedIn) to reach a geolocated audience in the specified European countries, ensuring the internationalization of the Avacy brand and the dissemination of its content outside of Italy.
- Increase the brand awareness of both Avacy and Jump Group.
- Optimize an online/offline acquisition strategy (including participation in trade fairs) that allows for the structuring of a light, lean product sales pipeline with limited commitment from Jump’s sales department.
- Position the product in the upper part of the acquisition funnel, developing awareness and consideration among the product’s target audiences (personas).
Consulting, digital marketing, and participation in international fairs are considered fundamental for rapidly positioning the product in different countries. The marketing strategy and the commercial roadmap resulting from the trade fair tour are essential elements for successful positioning and for achieving awareness and consideration objectives.
