Rolling Out a Country Is Not a Project

Somewhere along the way, we started treating market entry like a checklist. Incorporate the legal entity, hire a country manager, launch a press release, tick the boxes. In fast-paced industries like tech or consumer goods, that playbook might have been enough. But when you work in infrastructure-heavy, mission-driven sectors like energy or e-mobility, things look very different.

You don’t "launch" a country. You embed yourself in it.

In my years building and scaling teams across Europe—from e-commerce and performance marketing to solar and EV infrastructure—I’ve learned that entering a new market isn’t a project. It’s a social, political, and operational movement. One that takes roots. One that demands patience, humility, and serious local leadership.

What Are You Really Building?

When you roll out a new country in the energy or e-mobility space, you're not just setting up operations. You're negotiating with municipalities, navigating grid access, understanding building permits, and figuring out how to position your brand in a way that builds public trust.

This is especially true when what you offer is visible, physical, and touches everyday life. EV charging stations, solar panels, insulation upgrades—these things shape the world people live in. The infrastructure you bring changes the urban landscape. And if you want to be embraced, you need to get the story right from the beginning.

The Power of Local Insight

In my experience, the companies that succeed fastest are the ones that don’t just expand into a market—they expand withit. They build local teams early. They talk to the neighbours, not just the investors. They understand that what works in the Netherlands doesn’t fly in Zurich or Ticino.

Too many global players show up thinking they can "copy-paste" their operations. That’s not only inefficient—it's disrespectful. And in heavily regulated, fragmented markets like Switzerland or Germany, it's also doomed.

Why This Matters for Energy

We’re not just talking about a growth strategy here. We’re talking about climate impact. The transition to renewable energy, to electric mobility, to sustainable buildings—it needs to happen faster. But speed without community is a house of cards.

That’s why I believe that entering a new country isn’t just business expansion. It’s change management. And the best leaders are not just executors, they’re ambassadors. They help local stakeholders see how this future benefits them—not just the company entering their market.

From My Playbook

In every rollout I’ve worked on, I’ve spent time not just with teams and clients, but with landlords, architects, and civil servants. I’ve helped brands craft local marketing narratives that reflect regional values. I’ve coached teams to balance speed with respect. It’s never perfect, but it’s always worth it.

So if you’re in the business of change—and energy most definitely is—don’t just think about what it takes to get live. Think about what it takes to stay relevant.

Because in the end, the difference between a project and a movement is whether people want it to succeed after you’ve gone home.

If you liked this post and want to follow along as I share more thoughts on market rollouts, marketing infrastructure, and building teams in the energy sector, follow me here or on X @rlivain_builds. Let’s connect.