Strategy Roadmap Template

Stackly

Internal Strategy Document

EU Market Expansion · 12-Month GTM Strategy

Europe.
Go-to-Market.

A structured plan for entering the EU market — starting with the UK, scaling to Germany and the Netherlands over 12 months.

Prepared By

Growth Strategy Team

Date

Q2 2026

EU TAM

€2.4B

ARR Target (12mo)

€100K

Executive Summary

Overview

Stackly is ready to expand into the European market. After establishing product-market fit in North America and reaching $2M ARR, the EU represents our most significant near-term growth opportunity — a €2.4B TAM in workflow automation SaaS, with minimal direct competition in our category from EU-native players.

This document outlines the 12-month go-to-market strategy for EU expansion, covering market opportunity, ICP definition, channel strategy, hiring plan, milestones, and risk mitigation.

EU TAM

€2.4B

Workflow automation SaaS, SMB–enterprise

Entry Markets

UK → DE

England first, Germany Q3-Q4

12-Month ARR Goal

€100K

75 EU customers by Q1 2027

Hires Planned

2

EU Sales Lead (Q3) + EU CS (Q4)

Our primary entry point is the UK — English language, familiar US SaaS buying patterns, and a large concentration of our ICP (ops-focused tech companies, 50–500 employees). Germany and the Netherlands will follow in Q3–Q4 once the UK beachhead is established.

Market Opportunity

Analysis

The EU workflow automation SaaS market is large, growing, and underserved at the mid-market layer. Enterprise players (ServiceNow, SAP) dominate the upper end, but the 50–500 employee segment has no clear category winner — which is exactly where Stackly wins in North America.

Why Now

Three conditions align to make Q2 2026 the right time for EU entry:

Timing

• Post-pandemic EU digital transformation spend remains elevated
• US SaaS penetration in EU SMB tech sector reached inflection
• No EU-native workflow tool at our price point with our UX quality

Product Readiness

• GDPR-ready architecture (DPA review planned Q2)
• EUR pricing capability ready to activate
• Product localization (UK English already default)

Market Sizing

Market	Est. TAM	Addressable SMBs (ICP)	Priority
United Kingdom	€680M	~14,000 companies	Primary — Q2 2026
Germany	€740M	~18,000 companies	Secondary — Q3 2026
Netherlands	€290M	~7,000 companies	Secondary — Q3 2026
France	€510M	~12,000 companies	Phase 2 — 2027

ICP + Go-to-Market

Strategy

Ideal Customer Profile

Primary Buyer

• Head of Operations / COO
• Head of Engineering (process-heavy teams)
• 50–500 person tech companies
• UK, Germany, Netherlands
• Currently using manual workflows or Notion + Zapier patchwork

Disqualifiers

• Under 20 employees (too early)
• Non-tech industries (manufacturing, retail) — for now
• Companies with existing enterprise ERP (locked in)
• Budget under €200/mo (wrong tier)

Channel 1 — Content & SEO

1

Content-Led Growth

Build organic EU search presence by localizing our top-performing content for UK/EU audiences and translating top 10 pieces into German. SEO targeting EU-specific keyword clusters around "workflow automation UK," "ops tool Germany," and related terms.

UK English localization Top 10 pieces → German translation EU SEO keyword map GDPR-focused content hub

Channel 2 — Outbound

2

EU Outbound — SDR-Led

Hire 1 EU-based SDR by end of Q3, focused exclusively on UK and Netherlands initial outbound. SDR sourced in-country to ensure cultural fluency and time zone alignment. Sequence: LinkedIn + cold email, targeting ops-heavy tech companies in major UK hubs (London, Manchester, Edinburgh).

1 EU SDR hire (Q3) UK + Netherlands focus first LinkedIn sequences City-specific targeting

Channel 3 — Partnerships

3

EU Systems Integrator Partnerships

Sign 3 EU-based systems integrators who operate in the Notion and Monday.com ecosystem — where our ICP already lives. Partners refer, we co-sell, and they get 15% recurring revenue share. Target partners identified in UK and Netherlands.

3 SI partnerships Notion ecosystem Monday.com ecosystem 15% recurring referral

Milestones & Risks

Execution

12-Month Milestone Plan

Quarter	Key Actions	Customer Target	ARR Target
Q2 2026	Localize product + legal (GDPR DPA review). Activate EUR pricing. Hire EU Sales Lead. Publish UK SEO content cluster.	Pilot: 3–5 beta EU customers	€5K ARR
Q3 2026	EU Sales Lead onboarded + ramping. First SDR outbound sequences live. 3 SI partnerships signed. German content translations published.	10 EU customers	€15K ARR
Q4 2026	EU CS hire onboarded. Germany outbound begins. Partnership referrals generating pipeline. First EU case study published.	30 EU customers	€40K ARR
Q1 2027	Full EU GTM in motion. Netherlands SDR sequences active. Partnership referral revenue tracking. First EU expansion upsells.	75 EU customers	€100K ARR

Risks & Mitigations

MED

Currency Exposure

EUR/USD fluctuation could impact revenue reporting and create pricing instability for customers if not handled proactively.

Mitigation: Move to EUR-native pricing for all EU customers by end of Q2. No USD-denominated contracts in EU market.

HIGH

GDPR Compliance

Any compliance gap in data handling, DPA, or data residency requirements could block deals — especially with German enterprise customers.

Mitigation: DPA review and legal sign-off completed in Q2 before any active selling. GDPR-specific FAQ added to website and sales deck.

MED

Longer Sales Cycles

EU SMBs — especially German companies — tend to have longer evaluation periods and more procurement process than US counterparts.

Mitigation: Lower initial deal size to reduce barrier to entry. Offer a 14-day free trial with onboarding call. Target lower-friction UK market first to build case studies and social proof.

Success Metrics — End of 12 Months

• EU Annual Recurring Revenue
  €100,000 ARR
  By Q1 2027
• EU Customer Count
  75 Customers
  By Q1 2027
• Organic EU Traffic (Monthly)
  5,000 Visits/mo
  By Q4 2026
• Active SI Partnerships
  3 Partners
  By Q3 2026
• GDPR & Legal Compliance
  Full DPA Signed
  By end of Q2 2026