Expanding Your Business in Poland – Insights from Success. Interview with Fredrik Laurin, Managing Director of Entrade AB.
I had the privilege of being a lecturer at the seminar “Doing Business in Poland,” organized by the Swedish-Polish Chamber of Commerce in Stockholm.
To enhance my presentation, I conducted a brief survey on LinkedIn. While the statistical results were not groundbreaking, they provided valuable insights and highlighted potential challenges for companies looking to enter the Polish market.
To explore the topic further, I interviewed two prominent leaders who have successfully established business operations in Poland: Asim Shaikh, Managing Director of Geobear Nordics and Poland (currently also overseeing the UAE market), and Fredrik Laurin, Managing Director of Entrade AB, a Swedish company offering innovative HVAC solutions.
In this article, I’ll focus on my conversation with Fredrik Laurin and the journey of Entrade in Poland. Following the interview, I’ll share some of his reflections.
Entrade AB is a Swedish company specializing in installation materials and accessories for heat pumps and air-conditioning.
Company is in the business since 1990.
Apart from Sweden, Entrade have subsidiaries in Finland, Denmark, Norway, Denmark, Lithuania and now in Poland (Entrade Polska)!
“(…)for us the key to starting up operations in Poland was to find the right person. Someone who has a solid sales background in the HVAC industry.”
Katarzyna Sarba: Do you recall any specific concerns you had when starting a business in Poland?
Fredrik Laurin: Absolutely! The key challenge for us was finding the right person – someone with a strong sales background in the HVAC industry. Fortunately, we found Marcin Jurka, who has been doing a fantastic job locally in Poland. Kudos to Marcin!
Another concern was how customers would perceive us and our products. What would the market situation look like once we entered? While we did conduct market research and visited Poland several times beforehand, there were still uncertainties.
Katarzyna Sarba: What obstacles did you face along the way?
Fredrik Laurin: It was much more bureaucratic than we anticipated. We encountered numerous challenges dealing with officials and navigating the bureaucracy. Another significant hurdle has been the intense market competition, which remains a challenge as we wait for the market to fully develop.
Katarzyna Sarba: Do you think this is tied to the price sensitivity of Polish customers? That’s something we’re known for!
Fredrik Laurin: Yes, Polish customers are indeed price-sensitive, but we were prepared for that. What surprised us was the hesitance to embrace a new brand. Price was the first issue, so we adjusted accordingly. Then it was logistics, which we addressed with flexible delivery and pickup options. But each solution seemed to bring up a new challenge.
Katarzyna Sarba: Given your experience, what advice would you offer to a company trying to establish itself in Poland? Where should they start, and what should they prioritize?
Fredrik Laurin: That’s a tough question. I’d recommend trying to secure a customer while simultaneously hiring someone. Having your products already in the market can make a significant difference.
Katarzyna Sarba: Thank you Fredrik, for your valuable insights and input to the article.
The brief conversation during the seminar made me rethink market entry strategies from a fresh perspective. As a digital marketing manager, here are my thoughts on tackling the challenges of entering a new market:
✅ Don’t Rely Solely on Digital Marketing!
While online channels like LinkedIn, websites, content creation, and paid campaigns are valuable, they should complement other efforts rather than serve as your primary approach. Remember, you’re entering the market as an outsider with a foreign-sounding name, and customers might feel more comfortable working with local suppliers. Breaking through this entry barrier is crucial.
✅ Embrace Offline Marketing Activities!
Don’t underestimate the power of face-to-face interactions through trade fairs and conferences. My suggestion? Aim for active participation—be a panelist, speaker, or lecturer. This positions you not just as a newcomer but as an expert and a potential partner, helping to build trust and credibility.
✅ Leverage Local Networks!
Join local chambers of commerce, attend business meetups, and network as much as possible. Building connections and partnerships is essential. Talking to local professionals will give you invaluable insights, from cultural nuances to hard market data on taxes, wages, and legal frameworks.
“Probing” the market before committing fully is a critical factor in ensuring a successful entry strategy.
Do it thoughtfully and prepare thoroughly. Good luck!
Do you need local support with your go-to-market strategy in Poland? Check out my portfolio and references—I’d be happy to help!
