Go-to-Market Strategy for a Biotech Start-Up: A Case Study of the Company TechTree

Mikkel Pedersen

Student thesis: Master thesis


The niche industry of the Christmas tree industry is set to be disruptive by the innovative product developed over twenty years, through the company Tech Tree. This paper therefore explores and investigate what go-to-market strategy can support the significant jump in value and the competitive advantages the entering company has.
The paper is based on a qualitative mono method data collection. Both primary and secondary data are used to explore the phenomena of Tech trees go to market strategy. The qualitative data consist of four recorded interviews (two unrecorded). The interviews were made with actors from across the industry and the value chain and the two Danish founders of Tech tree.
To explore the entry strategy for Tech Tree, the author proposes an analytic framework that incorporates acknowledges and widely accepted theories, from strategic management, pricing and Entrepreneurial litterateur. The analytic framework will guide and structure the analysis.
It is clear from the empirical finding and the theories that the external environment and the internal capabilities suggest entry into the innovative segment of the industry. That is supported by the pricing theories and empirical findings which highlight the value benefits of that segment, due to the mindset and the possible higher market price.
The findings are not only relevant for Tech Tree, but it also relevant to researcher and practitioners of entrepreneurship. The paper has explored different approached to the use of the PESTLE framework in relation to porters five forces, alternative benefits of the strategy canvas, approach to value pricing and a unique business model canvas.

EducationsMSc in International Business, (Graduate Programme) Final Thesis
Publication date2020
Number of pages98