From Zero to Local Hero: Operational Lessons from New Market Entry

Remco Livain -

Going from "who are you?" to "oh, you're them" is one of the most underestimated transformations in any new market entry. And yet, it’s the one that defines whether you’ll survive.

In e-mobility and energy, this isn’t just about brand awareness. It’s about being trusted to install infrastructure. Being seen as a reliable partner. Being asked to the table when new policies are discussed. If you’re not a local hero, you’re just a foreign player with deep pockets and no roots.

There’s No Shortcut to Local Relevance

In Switzerland, I’ve seen global brands try to scale by flying in experts and running ops from HQ. The result? Frustrated partners, stalled permits, and invisible retail presence. On the flip side, I’ve watched smaller players win the market simply by showing up—literally. Local presence, real relationships, and the patience to work through friction make all the difference.

People want to work with people. Especially in construction, infrastructure, and public-sector adjacent spaces. If your ops team can’t get a call back from the cantonal grid authority, you’ve got a bigger problem than just marketing.

What Gets Overlooked

  • Municipal Partnerships: These are slow-moving but high-leverage. Get to know the people who influence land use and infrastructure planning.
  • Regulatory Rhythm: Every market has its own bureaucratic pulse. You need someone who speaks it fluently.
  • On-the-Ground Feedback Loops: Central teams love dashboards. But local feedback from technicians, site managers, and frontline partners is where the real intel lives.
  • Cross-functional Trust: Ops, marketing, legal, and commercial can’t live in silos. Especially when the product is physical and highly visible.

The Human Side of Operations

The best market entries I’ve seen—and been part of—are the ones where the first dozen team members knew each other’s birthdays, not just their KPIs. Operational excellence isn’t just about hitting milestones. It’s about getting people to go the extra mile when it matters.

That takes trust. And trust is always local first.

Advice for Operators Entering New Markets

  1. Spend the first month listening, not executing.
  2. Meet your critics early—they’ll make your launch smoother.
  3. Map influence, not just stakeholders. Know who actually makes decisions.
  4. Keep your leadership visible, humble, and physically present.

Because in the energy and mobility space, you don’t just earn a license to operate—you earn your spot in the community.

If you’re thinking about entering a new market, especially in energy or infrastructure, I’d love to swap ideas. Follow me on LinkedIn or on X @rlivain_builds. I write about the human side of building things that matter.