Startup Expansion: Develop your go-to-market strategy for European markets

Startup Expansion: Develop your go-to-market strategy for European markets

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Learn how to effectively enter the European market to expand your business from fellow entrepreneurs and market experts.

About this event

As a Canadian entrepreneur, the European market might seem out of reach and uncharted. However, leaving this market out of your expansion plan could mean leaving money on the table. From the free trade agreement with Canada to market maturity, there are many opportunities not to be overlooked in the EU.

Join MaRS and Export Development Canada on June 7 for a practical discussion on developing your go-to-market strategy when expanding into the world’s second-largest economy. Featuring first-hand experiences from Canadian entrepreneurs and EDC market experts, we’ll help you learn how to leverage new resources to make a successful impact in new markets.

We will cover:

  • The key industries and sectors to consider when expanding into Europe
  • Identifying the biggest mistakes Canadian technology companies make when entering the European market and how to avoid them
  • Building an effective international expansion strategy with the right tools and services, including where to access them
  • Learning how to develop strong partnerships and leveraging local expertise for smooth market entry


June 7, 2022

11:00 a.m.–12:00 p.m. EST

Zoom conference


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Kathrin Bussmann, Ph.D., volunteer advisor, MaRS Discovery District (moderator)

Kathrin Bussmann, Ph.D., is an international marketing strategist, whose mission is to take Cleantech companies global. The climate crisis requires globally-scalable solutions. Green technologies need to be promoted and implemented successfully across languages, borders and cultures. As an independent consultant, Kathrin works at the intersection of global business, international marketing, and localization. Her focus is on developing digital content strategies that drive international expansion, and on ensuring that those strategies are implemented by qualified globalization practitioners. Beside her consulting work, Kathrin produces & hosts The Worldly Marketer Podcast, an award-winning audio show that explores what it takes to build a global brand in the Digital Age. She is also a co-founder and Leadership Team member of the Eastern Canada chapter of Women in Localization.

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Klaus Houben, senior regional manager – Europe, head of EDC representation , Export Development Canada

Based in Düsseldorf, Germany, Houben is responsible for business development and relationship management with private sector companies and public sector officials located in his region; as well as supporting key clients and Canadian exporters and investors active in the market. Houben has more than 40 years’ experience in international business development and financial services, serving corporate customers from medium sized enterprises to multinationals. Prior to joining EDC’s Global Business Development Group, Houben worked as a self-employed consultant specializing in corporate finance and developed financing strategies for corporate customers.

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Josephine Coombe, managing director, UK, Nulogy

Josephine manages the Bristol-based European division of Nulogy, a leading provider of agile supply chain solutions. Josephine works with leading consumer brands, logistics providers and contract packaging companies across Europe to enable increased agility, efficiency and collaboration across the external supply chain. Josephine has more than 25 years’ experience spanning consumer goods, enterprise software, utilities, and sustainability, and is passionate about leveraging digitalization to drive waste out of the supply chain. As part of Nulogy’s global leadership team, Josephine is responsible for managing the company’s European operations, ensuring its customers are optimally serviced, growing the company’s market presence, and liaising with key industry partners.

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Patrick Whelan, ceo & co-founder, Paddle HR

Pat Whelan was the CEO & Co-founder of Paddle HR, before the startup joined LinkedIn earlier this year. Paddle HR focused on using AI to help employees find new career opportunities within the same organization. They served some of the largest telecoms, banks, and retailers in Canada, the US and Europe. Before founding Paddle, he served in the Office of the Mayor of London, building digital citizen engagement tools, and in 2013 was elected President of the University Students’ Council at Western University, where he earned a degree in Computer Science and Management.

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