MIND COOKERY
Guiding Innovation to its most profitable destinations

Client Profile:

A growth-stage B2B Marketing Technology (MarTech) provider headquartered in Levallois-Perret, France. The client specializes in AI-driven marketing platform for luxury brands.

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The Strategic Imperative:

After solidifying its position as a leader in the French market, the client recognized the urgent need for international expansion to maintain its competitive edge and satisfy investor objectives. The Gulf Cooperation Council (GCC), with its concentrated luxury market and digital-first consumer base, was identified as the primary target. However, the leadership team's understanding of the region was nascent, creating significant operational and financial risk.

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The Engagement:

I was engaged to design and execute a market entry strategy, helping the client move from a state of analysis paralysis to a fully operational and revenue-generating presence in the UAE.

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Core Challenges: Beyond the Surface
The client faced a set of interconnected challenges that required both strategic clarity and on-the-ground execution:

The "Where" Dilemma: The directive to enter "the Gulf" was commercially vague. Without a prioritized market list, the sales and marketing teams lacked focus, and resources were poised to be spread too thin.

The "Who" Mystery: Their value proposition, while potent in Europe, was unproven in the GCC. They needed to identify which enterprise segments—be it luxury retail, hospitality, or family conglomerates—would see the most immediate value and be willing to act as a first reference.

The "How" Obstacle: The practicalities of establishing a legal entity, navigating UAE corporate law, and hiring credible local talent were seen as a complex, time-consuming barrier, distracting the core leadership from their business operations in France.

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Our Methodology: A Phased and Invested Collaboration
The engagement was structured as an intensive, four-phase project, combining remote analysis with essential in-field immersion.

Phase 1: Diagnostic & Strategic Prioritization (25 Hours VC + 2 face-to-face meetings in Paris, France)
We initiated the project with a series of structured workshops conducted over video conference. I led the team through a deep dive into the macroeconomic, competitive, and regulatory landscapes of the key GCC markets which I knew well, having had years of exposure to the region. We analyzed data on digital ad spend, luxury market growth, and the headquarters concentration of target brands. This rigorous process culminated in a unanimous, data-backed decision to designate the United Arab Emirates as the exclusive launch market, with a primary focus on Dubai. While this decision may come across as natural to any soul familiar with the region, my client needed a detailed study with numbers behind in order to convince the entire board and proceed. There was no place for a hunch or guessing. 

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Phase 2: Quantitative Modeling & Lighthouse Targeting (15 Hours VC)
With the market defined, I developed a detailed TAM/SAM/SOM model to quantify the opportunity and set realistic investor-grade targets. This moved the conversation from "massive potential" to "achievable goals." Concurrently, we identified a shortlist of 12 ideal "lighthouse" accounts—prestigious UAE-based groups whose public adoption would serve as a powerful market signal.

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Phase 3: In-Field Immersion & Relationship Building (Field Trip #1)
Strategy requires validation. I accompanied the client's CEO and CRO on a one-week field trip to Dubai. Our agenda was highly focused:

Conducting face-to-face meetings with 8 of the pre-identified target accounts.

Validating our market assumptions with local industry experts and potential channel partners.

On-the-ground assessment of business districts and free zones, including a dedicated site visit to DMCC.

This trip was pivotal. It transformed abstract target accounts into tangible relationships and provided the client leadership with the contextual confidence to green-light the investment.

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Phase 4: Execution & Entity Establishment (20 Hours VC + Field Trip #2)
The final phase was dedicated to operational execution.

Commercial Launch: I provided strategic oversight and negotiation support as the client's sales leadership advanced discussions, ultimately closing a foundational 2-year contract with a leading UAE luxury retail group. Cultural Intelligence came across as very handy when leading the conversations between my French clients and their potential customer in Dubai. Otherwise it would have been some sort of a "Close Encounter of the 3rd Kind".

Legal & Operational Setup: With the help of a local consultant I knew, I managed the end-to-end process of establishing their subsidiary in the DMCC free zone, ensuring 100% foreign ownership and a smooth registration.

Talent Acquisition: During a second, shorter field trip, I facilitated the final-round interviews, leading to the successful hiring of a Country Manager with deep roots in the local ecosystem officially starting in November 2025.

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Documented Outcomes
The 6-month collaboration successfully de-risked and accelerated the client's international expansion, delivering tangible results:

Accelerated Revenue: Secured a flagship 2-year contract with a major luxury retail group, ensuring immediate ROI on the expansion initiative. My client has been extremely generous of course when securing this lighthouse customer as a key reference in their market entry.

Formalized Market Presence: Established a fully compliant LLC in the DMCC, creating a permanent and credible hub for regional operations.

Localized Expertise: Hired a seasoned Country Manager, embedding crucial local market intelligence and networks directly into the operation.

Strategic Clarity: The leadership team now operates with a validated, data-driven 3-year roadmap for the GCC, having moved from uncertainty to confident execution.