Go-to-Market and Marketing strategy for an e-journal aggregator

The client, a UAE based e-journal Aggregator, was keen on expanding its business to six countries in the MENA region.

Problem Statement

We were was engaged to undertake market scoping of the MENA region and recommend:

  • Go-to-market strategy including competitor analysis
  • Pricing strategy
  • Implementation Plan and KPI set-up via cost/ benefit modeling
  • A marketing model for each country, namely, Iraq, Bahrain, Jordan, Morocco, Algeria, and Tunisia

Action Taken

  • Prioritized market entry by evaluating the identified markets and assessed country level attractiveness
  • Conducted customer segmentation by driving primary and secondary research to identify the end customer persona, i.e. academia, corporates, enterprise clients, govt. institutions.
  • Conducted country deep dives to focus on laying out the potential customer segment size, charted out channels to target to drive market adoption.
  • Conducted a competitive benchmarking to model out pricing structure and potential pricing strategy
  • Designed the implementation plan by listing activities, timelines and roll-out project charters
  • Identified associated KPls and defined key success parameters such as Click-through rates (CTR), Cost per Click (CPC), Customer Acquisition Cost (CAC)
  • Modeled out revenues and costs to evaluate ROI, CAC, and user growth metrics to determine overall marketing budget and revenue potential of the launch by country
  • Created a pitch book to on-board channel partners who executed the marketing plan


  • Recommended a go-to-market strategy including pricing, channel and market strategy
  • Our extensive involvement through country deep dives, customer segmentation, and implementation planners for country launch helped design a detailed KPI model capturing revenues and marketing costs and launch the e-journal services in 2 countries