,Table of Contents
1. Business description and Research purpose ................................................................................. 3
1.1 Current activities .................................................................................................................... 3
1.2 Approach ................................................................................................................................ 4
1.3 Use of the Databases .................................................................................................................... 4
1.4 Reading Instructions .............................................................................................................. 5
2. The Pre-scan ................................................................................................................................ 6
2.1 Spain ............................................................................................................................................. 6
2.2 Portugal ........................................................................................................................................ 8
2.3 United Kingdom ............................................................................................................................ 9
2.4 Poland ......................................................................................................................................... 10
2.5 Belgium ....................................................................................................................................... 11
2.6 France ......................................................................................................................................... 13
2.7 Argentina .................................................................................................................................... 15
2.8 Chile ............................................................................................................................................ 16
2.9 Canada ........................................................................................................................................ 18
2.10 Philippines ................................................................................................................................. 19
Overview of the scores ...................................................................................................................... 19
3. BERI-analysis ......................................................................................................................... 20
3.1 Overview ..................................................................................................................................... 21
3.2 Explanations ......................................................................................................................... 21
4. MABA-analysis ...................................................................................................................... 24
4.1 The Criteria and Weights – Market Attractivity .......................................................................... 24
4.2 Scores on Market Attractivity .............................................................................................. 25
4.3 The Criteria and Weights – Business Attractivity ................................................................. 26
4.4 Scores on Business Attractivity............................................................................................. 27
4.5 Overview .............................................................................................................................. 29
5. Conclusion ............................................................................................................................ 30
5.2 Advice – Growth Strategy Ansoff ......................................................................................... 31
5.3 Advice – Competitive Strategy Porter ......................................................................................... 32
References .................................................................................................................................... 33
2
,1. Business description and Research purpose
This country analysis is written for OpenUp. OpenUp is an online platform that focuses on the mental
health of employees within organizations. It offers various employees tools to tackle mental problems,
such as online coaching and conversations with psychologists. OpenUp wants to help companies by
making mental well-being accessible to everyone (Openup, sd). OpenUp strives to provide people with
help or coaching without waiting time if they experience mental complaints. In this way, OpenUp
contributes to helping improve the mental health of employees, so that absenteeism can be
prevented. The aim of this analysis is to find out which country has the most potential for OpenUp to
expand to. Therefore, the research question is: which country would have the most potential for
OpenUp to expand to?
Because markets overlap, it is quite hard to define the market for OpenUp. In this analysis it was
decided to define the market as HR Tech.
1.1 Current activities
To map OpenUp's current activities, the four P's were used:
Product
OpenUp offers a comprehensive digital platform for mental wellbeing, focused on both preventive and
curative support. The platform includes 1-on-1 and group sessions with certified psychologists and
lifestyle experts, periodic check-ins to monitor mental health and a wide range of courses and self-help
modules. Through this holistic approach, OpenUp helps users to tackle both acute and long-term
mental challenges and improve their overall wellbeing.
Price
OpenUp uses a subscription model that is offered to companies and organizations. This means that
employees can use the services free of charge, without experiencing a financial threshold themselves.
This B2B model ensures that companies invest in the well-being of their employees, which leads to a
more productive, healthier and more motivated work environment. This means that employers pay
for the well-being of their employees. This is usually done per employee, per year.
Place
OpenUp’s services are fully available online, meaning that users from all over Europe have access to
mental support. The digital infrastructure makes it easy for employees to follow sessions from home
or the office, which lowers the threshold for seeking help. In addition, the online availability makes it
possible to quickly respond to the needs of international companies with offices in multiple countries.
Promotion
3
, OpenUp strongly focuses on collaborations with companies to introduce the platform to a wide range
of employees. In addition, the company invests in awareness campaigns about the importance of
mental health in the workplace, including through social media, blogs and webinars. Through strategic
partnerships and an educational approach, OpenUp positions itself as a reliable and accessible provider
of mental health care within the business market.
1.2 Approach
A selection of 10 countries is made. To ensure a varied selection, the following countries were chosen:
• Spain (Europe)
• Portugal (Europe)
• United Kingdom (Europe)
• Poland (Europe)
• Belgium (Europe)
• France (Europe)
• Argentina (South-America)
• Chile (South-America)
• Canada (North-America)
• Phillipines (Asia)
Firstly, a pre-scan will be made based on the following criteria: digital accessibility and mental health
awareness. Six countries with the most potential will follow from this pre-scan. After the pre-scan, a
BERI-analysis will be made. After this analysis 3 countries will remain. Finally, a MABA-analysis will be
used to determine which country has the most potential.
1.3 Use of the Databases
The databases used are from the online library of the Amsterdam University of Applied Sciences. The
databases are MarketLine and Statista.
MarketLine
• Pre-scan: To collect data on the countries in the field of digital accessibility, MarketLine was
used. For each country, the PESTLE analysis was searched for via 'country profiles'. The
necessary information was obtained from the section on technology.
• BERI-analysis: Marketline was used here to find out about the investment in healthcare. The
PESTLE analyses per country were also used for this.
• MABA-analysis: In the MABA analysis, MarketLine was used to learn more about the
healthcare sector in the countries. Through 'industry profiles', reports on the sector of
'healthcare providers' were searched. Of all the sectors, this was the best fit for OpenUp. The
HR sector was more about assessing and recruiting personnel and the IT sector was more
about tech companies.
4
1. Business description and Research purpose ................................................................................. 3
1.1 Current activities .................................................................................................................... 3
1.2 Approach ................................................................................................................................ 4
1.3 Use of the Databases .................................................................................................................... 4
1.4 Reading Instructions .............................................................................................................. 5
2. The Pre-scan ................................................................................................................................ 6
2.1 Spain ............................................................................................................................................. 6
2.2 Portugal ........................................................................................................................................ 8
2.3 United Kingdom ............................................................................................................................ 9
2.4 Poland ......................................................................................................................................... 10
2.5 Belgium ....................................................................................................................................... 11
2.6 France ......................................................................................................................................... 13
2.7 Argentina .................................................................................................................................... 15
2.8 Chile ............................................................................................................................................ 16
2.9 Canada ........................................................................................................................................ 18
2.10 Philippines ................................................................................................................................. 19
Overview of the scores ...................................................................................................................... 19
3. BERI-analysis ......................................................................................................................... 20
3.1 Overview ..................................................................................................................................... 21
3.2 Explanations ......................................................................................................................... 21
4. MABA-analysis ...................................................................................................................... 24
4.1 The Criteria and Weights – Market Attractivity .......................................................................... 24
4.2 Scores on Market Attractivity .............................................................................................. 25
4.3 The Criteria and Weights – Business Attractivity ................................................................. 26
4.4 Scores on Business Attractivity............................................................................................. 27
4.5 Overview .............................................................................................................................. 29
5. Conclusion ............................................................................................................................ 30
5.2 Advice – Growth Strategy Ansoff ......................................................................................... 31
5.3 Advice – Competitive Strategy Porter ......................................................................................... 32
References .................................................................................................................................... 33
2
,1. Business description and Research purpose
This country analysis is written for OpenUp. OpenUp is an online platform that focuses on the mental
health of employees within organizations. It offers various employees tools to tackle mental problems,
such as online coaching and conversations with psychologists. OpenUp wants to help companies by
making mental well-being accessible to everyone (Openup, sd). OpenUp strives to provide people with
help or coaching without waiting time if they experience mental complaints. In this way, OpenUp
contributes to helping improve the mental health of employees, so that absenteeism can be
prevented. The aim of this analysis is to find out which country has the most potential for OpenUp to
expand to. Therefore, the research question is: which country would have the most potential for
OpenUp to expand to?
Because markets overlap, it is quite hard to define the market for OpenUp. In this analysis it was
decided to define the market as HR Tech.
1.1 Current activities
To map OpenUp's current activities, the four P's were used:
Product
OpenUp offers a comprehensive digital platform for mental wellbeing, focused on both preventive and
curative support. The platform includes 1-on-1 and group sessions with certified psychologists and
lifestyle experts, periodic check-ins to monitor mental health and a wide range of courses and self-help
modules. Through this holistic approach, OpenUp helps users to tackle both acute and long-term
mental challenges and improve their overall wellbeing.
Price
OpenUp uses a subscription model that is offered to companies and organizations. This means that
employees can use the services free of charge, without experiencing a financial threshold themselves.
This B2B model ensures that companies invest in the well-being of their employees, which leads to a
more productive, healthier and more motivated work environment. This means that employers pay
for the well-being of their employees. This is usually done per employee, per year.
Place
OpenUp’s services are fully available online, meaning that users from all over Europe have access to
mental support. The digital infrastructure makes it easy for employees to follow sessions from home
or the office, which lowers the threshold for seeking help. In addition, the online availability makes it
possible to quickly respond to the needs of international companies with offices in multiple countries.
Promotion
3
, OpenUp strongly focuses on collaborations with companies to introduce the platform to a wide range
of employees. In addition, the company invests in awareness campaigns about the importance of
mental health in the workplace, including through social media, blogs and webinars. Through strategic
partnerships and an educational approach, OpenUp positions itself as a reliable and accessible provider
of mental health care within the business market.
1.2 Approach
A selection of 10 countries is made. To ensure a varied selection, the following countries were chosen:
• Spain (Europe)
• Portugal (Europe)
• United Kingdom (Europe)
• Poland (Europe)
• Belgium (Europe)
• France (Europe)
• Argentina (South-America)
• Chile (South-America)
• Canada (North-America)
• Phillipines (Asia)
Firstly, a pre-scan will be made based on the following criteria: digital accessibility and mental health
awareness. Six countries with the most potential will follow from this pre-scan. After the pre-scan, a
BERI-analysis will be made. After this analysis 3 countries will remain. Finally, a MABA-analysis will be
used to determine which country has the most potential.
1.3 Use of the Databases
The databases used are from the online library of the Amsterdam University of Applied Sciences. The
databases are MarketLine and Statista.
MarketLine
• Pre-scan: To collect data on the countries in the field of digital accessibility, MarketLine was
used. For each country, the PESTLE analysis was searched for via 'country profiles'. The
necessary information was obtained from the section on technology.
• BERI-analysis: Marketline was used here to find out about the investment in healthcare. The
PESTLE analyses per country were also used for this.
• MABA-analysis: In the MABA analysis, MarketLine was used to learn more about the
healthcare sector in the countries. Through 'industry profiles', reports on the sector of
'healthcare providers' were searched. Of all the sectors, this was the best fit for OpenUp. The
HR sector was more about assessing and recruiting personnel and the IT sector was more
about tech companies.
4
