Moyee Coffee Germany

Case Studies

Moyee Coffee Germany

Moyee Coffee is a Dutch coffee producer based on the FairChain philosophy. For the German market launch, Expansion.eco conducted a Product-Market Fit Pilot. As the outcome was highly positive, Expansion.eco subsequently offered to deploy a sales and marketing pilot that should lay the foundation for their next investment round.

Customer
Moyee Coffee/FairChain Foundation
Services
Product Market Fit, Feet on the Ground
Website
Moyee Coffee

In July 2019, Moyee Coffee – a certified Dutch B-Corporation – decided to take a closer look at the German market, knowing that the German coffee market has high potential but is also highly competitive. 

For Moyee, we visited 50 cafés, co-working spaces and offices in different Berlin neighborhoods and talked to roughly 100 people, of which many are industry experts, key influencers of the local coffee scene and of course, lots of coffee-lovers. Many insights came as a surprise and were guiding to the strategy that was laid out after. Most important, although the German coffee market is competitive, there is not yet a coffee brand combining high quality coffee with radical impact. Moyee can be sure to be capturing a niche.

Setting up the business in a new country requires a lot of consideration, especially when handling a physical product. Hiring a German native, finding office and storage space as well as a good fulfillment provider are all must-haves before selling the first bag of coffee. Key here is to start as lean as possible. It can be helpful to partner up with a third party such as a distributor or an agency that can take care of these steps since they bring along experience and local market knowledge.

In the case of  Moyee Coffee,  we also launched our endeavour with an open letter to the Minister of Economic Cooperation and Development, Gerd Müller.

Our demand: abolish the coffee tax, that is still prevailing in Germany, for fair grown and processed coffee in order to create a competitive advantage for products that comply with minimum social standards.

How did it go?

Our engagement for the removal of the coffee tax for fair coffee started when we explored the German coffee market and discovered that Germany is one of the very few countries in the EU to apply it. When we attended the 19th Annual Conference of the German Council for Sustainable Development in June 2019, Gerd Müller spoke about the topic, yet seemed uninformed about the deeper, underlying issues. How come he only talks about FairTrade Coffee? FairTrade was an important movement starting out 30 years ago, but today – as we face an even more alarming race to the bottom – a certification is not the easy solution for a complex problem.

A couple of months later, Moyee Coffee Germany and FairChain applied for the Coffee Innovation Fund, provided by the GIZ (the German Society for International Cooperation). We applied among 200 other applicants to advance innovation in coffee producing countries such as Ethiopia, Myanmar, Indonesia and Vietnam.

For Ethiopia, Moyee Coffee Germany and FairChain Foundation have been granted financial support among four other Coffee Changemakers. We couldn’t be more proud!

Moyee’s pilot project was conducted within a time frame of 4 months, having tested various channels, target groups and messages. Moyee was most successful in lead generation after personal contact with potential customers, be it through networking events, speaking opportunities, on trade fairs or coffee tastings. After this experience, Moyee’s entry strategy focuses on B2B channels (offices and partnerships), generating leads through coffee tastings. 

According to the business case, this is the most promising way to break even as soon as possible.

As part of the pilot, the next step towards international expansion, Moyee Coffee is now sold in Germany, following a B2B strategy, in which offices and co-working spaces in Berlin are the main target group. We want to find out if the results of our market validation still add up once the product has been placed in the market. 

Currently, Expansion.eco is engaged as Moyee´s Feet on the Ground in Germany.

Our client's concept about our work

Screenshot 2020-05-14 at 20.14.55

"Expansion.eco provides an invaluable outside-in view and energy for both our commercial and marketing success in Germany. I appreciate their always proactive approach and unremitting efforts to think of new ideas that help us to move forward fast and efficient."

Camille van Gestel
Founder - WakaWaka
Screenshot 2020-05-14 at 20.16.17

"What makes Expansion.eco a great partner is that they relentlessly share all their knowledge with us. Their expertise on marketing, social media, public relations and the connecting network between both countries and the sustainability field is a clear advantage."

Ali Azimi
Founder - Kind of Blau
Screenshot 2020-05-14 at 20.20.41

"Expansion.eco has provided us with detailed market research insights that helped to build management team discussions. The drive for positive impact and relevant business knowledge make Expansion.eco a like minded and credible business partner for us."

Leonoor den Ottolander
Strategic Account Manager - GoodUp

WakaWaka

Case Studies

WakaWaka

WakaWaka is a B Corporation based in the Netherlands with the mission to provide sustainable energy access for all. For the German market launch, Expansion.eco was responsible for all trade marketing related matters and provided content management and creation.

Customer
WakaWaka
Services
Content Management and Creation, Trade Marketing
Website
Moyee Coffee

An excerpt of: Market Trend Report: Solar Energy, Devices and Gadgets in Germany

 

If you’re going for cuteness, the stuff in the home is the place to go. It’s really kind of cool to have solar panels on your roof. But if you’re really interested in the energy problem, it’s those big things in the desert.”, said Bill Gates in an interview in 2011.

7 years later we think there are massive opportunities for end consumer solar brands, especially in Germany. It is quite a hot topic with lots of ground still to be covered! We took a closer look at Germany´s solar market and found a few striking facts about its current state and projected developments. Germany’s conceives itself as a “solar market”. The high consumer demand for renewable energy continues to drive growth in this segment.

Drivers for Future Growth of Solar Power

There are two main drivers that determine the future growth of solar power in Germany:

  1. Rise of electro mobility: More than 90 percent of the German households planning to buy an electric car intend to invest in photovoltaic panels within the next two years.
  2. Falling prices for solar thermal energy storage: The amount of solar thermal energy storage installed in German households more than doubled since 2015.

Innovative technologies and lower costs will further strengthen the position of solar energy not only on the energy market but also in the minds of end consumers.

This growth has been very significant in recent years:

  • Energy from renewable energy sources increased from 3.4 percent in 1990 to 27.4 percent in 2014.
  • The share of solar energy generated through photovoltaics increased from 0,1 percent in 2003 to 6,1 percent in 2017.
  • Share of photovoltaics in gross electricity generation in Germany in the years 2002 to 2017

 

 

Further reading on our Blog: Market Trend Report: Solar Energy, Devices and Gadgets in Germany

 

Market Opportunity for End Consumer Solar Brands in Germany

Compared to this pronounced market trend, the market for solar powered devices and gadgets as an alternative to conventional electric consumer goods is arguably underdeveloped. This implies huge potential for end consumer brands to trigger a trend that will initiate a mindshift towards buying solar powered devices that align with the increasing green mentality of Germans. The potential especially lies in branding, communications and marketing as you can’t find many sources dedicated to structure the end consumer market. No blogs, no market size estimations, no mainstream trend – overall only scarce information, a big knowledge gap a new brand can claim in future for successful positioning.

Our client's concept about our work

Screenshot 2020-05-14 at 20.14.55

Expansion.eco provides an invaluable outside-in view and energy for both our commercial and marketing success in Germany. I appreciate their always proactive approach and unremitting efforts to think of new ideas that help us to move forward fast and efficient.

Camille van Gestel
Founder - WakaWaka
Screenshot 2020-05-14 at 20.16.17

What makes Expansion.eco a great partner is that they relentlessly share all their knowledge with us. Their expertise on marketing, social media, public relations and the connecting network between both countries and the sustainability field is a clear advantage.

Ali Azimi
Founder - Kind of Blau
Screenshot 2020-05-14 at 20.20.41

Expansion.eco has provided us with detailed market research insights that helped to build management team discussions. The drive for positive impact and relevant business knowledge make Expansion.eco a like minded and credible business partner for us.

Leonoor den Ottolander
Strategic Account Manager - GoodUp

GoodUp

Case Studies

GoodUp

GoodUp empowers companies to bring their societal mission to life with technology to build a impactful, innovative, purpose driven business with an engaged workforce. Expansion.eco was asked to validate the state of the German market and its readiness for GoodUps innovative product.

Customer
GoodUp
Services
Product Market Fit
Website
GoodUp

For GoodUp, we were out to answer a set of highly specific questions in order to de-risk GoodUps endeavour to enter the German market. We knew that awareness for emotional employee engagement among German managers is low although German companies are slightly over average in terms of employee engagement. 

Expansion.eco conducted an analysis of the current and potential market size for employee purpose engagement software per vertical in Germany. In addition, we analysed the momentum/ appetite for the product (company purpose/ CSR/ sustainability). We were looking for main industry drivers and trends for purpose/sustainability employee engagement in Germany and looked to understand the appetite for the product:

  • What is the perception of the importance of employee engagement on company purpose/CSR/sustainability?
  • How do German companies organize this?
  • Will the business model of be attractive for the prospect? 

Furthermore we developed a long list of prospects, looked at the decision making processes in German corporates and looked out for Red Flags (What risks and hurdles do we need to tackle (buy in workers council, SaaS appetite, business culture, IT requirements, certification pre requisites, procurement negotiations)?)

Last but not least, we validated the Market entry requirements leading to a full management presentation to influence decision making within GoodUp:

  1. We analysed what the relevant entry model would be in terms of sales approach and hiring policy.
  2. and what the expected business case / ROI would be following that approach.

Our client's concept about our work

Screenshot 2020-05-14 at 20.14.55

Expansion.eco provides an invaluable outside-in view and energy for both our commercial and marketing success in Germany. I appreciate their always proactive approach and unremitting efforts to think of new ideas that help us to move forward fast and efficient.

Camille van Gestel
Founder - WakaWaka
Screenshot 2020-05-14 at 20.16.17

What makes Expansion.eco a great partner is that they relentlessly share all their knowledge with us. Their expertise on marketing, social media, public relations and the connecting network between both countries and the sustainability field is a clear advantage.

Ali Azimi
Founder - Kind of Blau
Screenshot 2020-05-14 at 20.20.41

Expansion.eco has provided us with detailed market research insights that helped to build management team discussions. The drive for positive impact and relevant business knowledge make Expansion.eco a like minded and credible business partner for us.

Leonoor den Ottolander
Strategic Account Manager - GoodUp