Startups in the manufacturing industry face challenges in transforming their innovations into
commercially successful products. A key obstacle is the evident gap between strategic planning
and actual implementation, particularly in the context of entering a market. Although theories on
go-to-market-strategies are well-established, there is a lack of practically applicable and
generalizable frameworks tailored to startups in this context. Based on this, the aim of the study
was to develop a go-to-market-strategy framework that guides startups in the manufacturing
industry in commercializing their technology solutions in a target market.
Grounded in academic literature, an analytical model was developed. This model comprises three
main analytical steps, which together aim to build an understanding of how manufacturing startups
can structure their go-to-market-strategy. The three steps include an examination of market
attributes, factors for the development of a value proposition and revenue model. Within each step,
factors influencing the go-to-market-strategy are analyzed.
The qualitative empirical data collection consists of eleven semi-structured interviews, one with
the case company of the study and ten with contract manufacturers in the manufacturing industry.
Through the study, several key market attributes and factors were identified that startups in the
manufacturing industry should consider in order to succeed in their go-to-market-strategy.
The study resulted in three main conclusions. The first conclusion identifies four key market
attributes for segmenting the manufacturing market, which vary across different actors and
influence the conditions for entering a market. The second conclusion highlights 19 critical factors
for developing a customer-tailored value proposition that addresses diverse needs and challenges.
The third conclusion outlines 17 factors to consider when developing a revenue model,
emphasizing how customers assess value when investing in machinery solutions.