Katarzyna Sarba: Why Poland? Entrade primarily operates in Scandinavia (Sweden, Finland, Norway, Denmark). What inspired the move to the Polish market?

Marcin Jurka: Poland is viewed by Scandinavians as a highly attractive export market, and there are several reasons for this. First, Poland’s population exceeds that of all Scandinavian countries combined, offering a much larger customer base. Additionally, geographic proximity – separated only by the Baltic Sea – makes trade and logistics more accessible.

In the technical industry, such as HVAC, Polish specialists have a strong reputation in Scandinavia. They are recognized and highly valued for their skills, making them reliable and appealing customers for high-quality Scandinavian products.

When it comes to the heat pump sector, where our company operates, the Polish market is particularly noteworthy. It boasts one of the highest growth rates in Europe and immense development potential, outpacing many other countries in the region.

Considering all these factors, and after thoroughly analyzing various markets, we decided that Poland would be the ideal first step in Entrade’s expansion beyond Scandinavia.

Katarzyna Sarba: Entrade has now been operating in the Polish market for a year. How would you reflect on this pioneering year? What should a foreign company prepare for when entering the Polish market? And what goals should they set when expanding into a new market? Could you share some recommendations?

This perfectly captures the mindset needed for success in any new market, especially when introducing products that are not yet widely known. Determination and consistency in your daily actions are absolutely critical.

It’s also essential to connect with like-minded individuals – people who think creatively, embrace new solutions, and are capable of introducing those solutions to local customers. One of the most rewarding aspects of this journey is collaborating with distribution partners to build a local market from the ground up. In this process, your only limits are your business imagination and determination.

Each company, brand, or product will have unique business objectives in a given market, making it vital to have a clear plan. However, this plan must remain flexible, continuously adjusted based on market feedback. Quarterly reviews and modifications are often necessary to align with the specific dynamics of the market. Managing P&L carefully and preparing alternative plans is just as important, as Murphy’s law tends to apply: If something can go wrong, it will.

When launching a new brand in a local market, visibility is key. For example, Entrade distributed test products to collect feedback and maintained a presence at local trade fairs at least once a quarter. Listening closely to customer feedback during these events proved invaluable. Monitoring the marketing budget and regularly evaluating the effectiveness of initiatives are crucial to ensuring a successful market entry.you recall any specific concerns you had when starting a business in Poland?

Katarzyna Sarba: Many companies begin their international expansion by finding a local partner – “their person” in the target market. What qualities should such a “pioneer” have to successfully introduce a new company to a local market?

Marcin Jurka: As I mentioned earlier, this individual should be a seasoned industry professional who understands the nuances of the local market. They must be willing to explore new business opportunities while demonstrating determination and consistency in their efforts. This person isn’t just a supplier but a true partner, someone who works closely with local clients to build trust and grow the business. They also act as a brand ambassador, representing the company in the eyes of customers.

In addition to business expertise, understanding the cultural context in which you operate is invaluable. For me, that’s Scandinavian culture. This cultural awareness enables you to navigate different perspectives in specific business scenarios and act as a bridge between your organization and local clients, who often operate under conditions quite different from those at the company’s headquarters.

Katarzyna Sarba: Beyond finding the right local partner, what else should companies do to successfully establish themselves in a new market?

Marcin Jurka: Companies should have a well-thought-out plan that includes multiple alternatives, a budget for development in the new market, and plenty of patience. Much like building a sports team, establishing a presence in a new market takes time and will involve both successes and setbacks.

It’s also wise to observe and learn from companies that have ventured into the market before you. However, this doesn’t mean simply copying their approach – sometimes doing the opposite is more effective.

Open communication, mutual respect, and trust are critical, despite any cultural differences. These values are integral to Scandinavian business practices, and working within that framework has been a great pleasure for me.

Katarzyna Sarba: How do you view the Polish HVAC industry? Is it a mature or highly competitive market? Recent legislative changes, coupled with the infamous Polish bureaucracy, seem to present significant challenges for foreign companies.

Marcin Jurka: Having worked in the HVAC industry for over 20 years, with some time spent outside the field, I always find myself returning to it. It’s a fascinating engineering sector, and I firmly believe it isn’t solely driven by price. As an engineer, I value the opportunity to propose cost-effective technical solutions—solutions that aren’t always the cheapest but are optimal for addressing specific installation challenges.

It’s true that recent years have seen instability in the legislative environment, which doesn’t favor stable industry growth. However, the HVAC market continues to show an upward trajectory, even if it develops in a somewhat sinusoidal manner. The demand it addresses is fundamental. Consumers need to heat their homes in winter and cool them in summer, particularly given current climate conditions. The industrial sector also relies heavily on controlled indoor climates to ensure the quality of its products.

These needs are constants, unaffected by the political or legislative “climate.” Despite the challenges, the industry’s growth potential remains strong.

Katarzyna Sarba: What are Polish customers like? I realize this is a broad question, but we can start with a general perspective and then narrow it down. For example, are Polish consumers perceived as “price-oriented”? How does this compare to installation and distribution customers?

Marcin Jurka: Polish customers are demanding and well-informed. They have practical experience, access to the latest technical solutions, and actively share insights with other market participants. At the same time, rising household maintenance costs are putting significant price pressure on end consumers.

The availability of skilled professionals is also a limiting factor, as there are relatively few highly qualified specialists in the market. This creates a dynamic where customers expect competitive and affordable offers—sometimes humorously questioning why they even need two options. More importantly, customers want transparency: they need to understand what they’re paying for and the reasoning behind any price differences.

In the technical industry, satisfying end customers is easier because consistently good workmanship and high-quality products naturally build trust. In this context, some customers are moving away from “half-measures,” choosing reasonably priced products (not necessarily the cheapest) that deliver lasting value.

To understand market behavior, I often put myself in the end customer’s shoes. If I had a toothache, would I go to a veterinarian simply because it’s cheaper? After all, they’re also a doctor. Of course not – it’s about finding the right solution for the specific problem. Similarly, customers are willing to invest in quality products and professional workmanship, as long as they see the value.

I firmly believe that the market can support a business environment where quality products, fair pricing, and satisfied installers coexist. This is the type of environment I strive to create and consistently encourage others in the market to foster.

Katarzyna Sarba: Thank you, Marcin, for your incredibly thoughtful and valuable insights. We’ve explored so many facets of market entry and examined the topic from different perspectives. While this interview is a bit longer than usual, I’m confident it will be highly beneficial for our readers.

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