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Executive Summary
This report was created for OpenUp, a digital mental wellbeing platform that supports
organizations and employees through online coaching, therapy, and self-help resources. The
purpose of this report is to develop a concrete expansion strategy for OpenUp’s entry into
the Polish market, based on detailed internal and external analyses.
The report begins by identifying OpenUp’s current market position and strategic ambitions,
using internal models such as the 4P’s, McKinsey 7S, and value chain analysis. This was
followed by a thorough assessment of the external environment through PESTLE and
Porter’s Five Forces. These tools helped identify both opportunities–such as increasing
mental health awareness in Poland and strong digital infrastructure–and threats, including
social stigma and legal barriers around telehealth.
A SWOT analysis was conducted to summarize key findings, followed by a strategic
confrontation matrix to align OpenUp’s strengths with external opportunities. Through a
structured country selection process using MABA and Ansoff models, Poland was confirmed
as the most suitable market for OpenUp’s next phase of growth. The selected market offers
scalability potential, especially in high-pressure sectors like tech and finance, where mental
health support is in increasing demand.
Based on the research, a localized implementation plan is proposed. It includes setting up a
legal entity in Poland, hiring Polish-speaking psychologists, adapting the 4P’s (People,
Processes, Platforms, Performance), and developing trust-based marketing strategies
targeting HR managers. Key distribution partners, sales channels, and compliance
considerations (GDPR, licensing) are also addressed.
The recommended growth strategy is market development, supported by a differentiation
strategy focused on cultural sensitivity, trust, and proven European expertise. A detailed
financial plan and KPI focus complete the proposed roadmap for a successful and
sustainable launch.
This report reflects the collaborative efforts of an international student team and offers
OpenUp a grounded, data-driven approach to expanding its impact in a new European
market.
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Table of contents
Executive Summary............................................................................................................... 1
Preface.................................................................................................................................... 4
Introduction............................................................................................................................ 4
1. Zero defined: where we begin...........................................................................................5
1.1 Introduction...................................................................................................................5
1.2 Meet the company behind the mission.........................................................................5
1.3 The road we’re mapping...............................................................................................5
1.3 The gap between now and next................................................................................... 6
2. From theory to tactics....................................................................................................... 7
2.1 Introduction...................................................................................................................7
2.2 Strategic focus & internal alignment.............................................................................7
2.3 Market & risk analysis.................................................................................................. 7
2.4 Market fit & strategic decision-making..........................................................................7
2.5 Marketing & positioning tools....................................................................................... 8
3. Internal Analysis................................................................................................................ 8
3.1 Introduction...................................................................................................................8
3.2 Assessing internal readiness: The 4P framework........................................................ 8
3.3 Strategic alignment through the McKinsey 7S framework..........................................10
3.4 Assessing value creation for market expansion......................................................... 12
3.5 Overall Internal Analysis Conclusion..........................................................................13
4. External Environment Analysis...................................................................................... 14
4.1 Introduction.................................................................................................................14
4.2 Evaluating market forces: Competitive dynamics in Poland.......................................14
4.3 Assessing the macro environment: A PESTLE perspective on Poland.................... 16
4.4 Conclusion..................................................................................................................17
5. Zero to one: defining the strategic path........................................................................ 18
5.1 Introduction.................................................................................................................18
5.2 Strategic positioning: SWOT analysis for market entry.............................................. 18
5.3 Strategic confrontation matrix.....................................................................................19
5.4 Evaluating market fit: MABA analysis and growth strategy........................................ 21
5.5 Strategic growth through market development: Applying the Ansoff Matrix...............23
6. Strategic conclusion and roadmap for expansion........................................................24
6.1 Introduction.................................................................................................................24
6.2 Key strategic insights................................................................................................. 24
6.3 Recommendations & next steps.................................................................................24
6.4 Alignment of the 4 P’s................................................................................................ 25
7. From strategy to execution: Launching OpenUp in Poland........................................ 25
7.1 Introduction.................................................................................................................25
7.2 Building a local presence: structure, talent & location strategy.................................. 25
7.3 Navigating compliance, market entry channels & local competition..........................26
7.4 Engaging HR decision-makers through culturally adapted sales and communication...
28
7.5 Tailoring people, processes, platforms, and performance for the Polish market........29
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7.6 Conclusion..................................................................................................................30
8. Building a financially viable path to market entry........................................................ 32
8.1 Introduction.................................................................................................................32
8.2 Human resources & operational costs....................................................................... 32
8.3 Market entry investment............................................................................................. 32
8.4 Revenue forecast & break-even analysis...................................................................33
8.5 Risk & scenario analysis............................................................................................ 34
9. Final thoughts: balancing opportunity and adaptation................................................ 35
10. Reflections......................................................................................................................36
10.1 Lunae Ekel............................................................................................................... 36
10.2 Olivier de Ridder.......................................................................................................36
10.3 Patricia Blom............................................................................................................ 36
10.4 Nicole Niederhaus.................................................................................................... 36
10.5 Riya Amar.................................................................................................................37
10.6 Tim Ballauff...............................................................................................................37
11. References...................................................................................................................... 38
12. Appendices.....................................................................................................................40
12.1 Team Collaboration.................................................................................................. 40
12.2 E-mail and survey for Polish companies.................................................................. 41
Executive Summary
This report was created for OpenUp, a digital mental wellbeing platform that supports
organizations and employees through online coaching, therapy, and self-help resources. The
purpose of this report is to develop a concrete expansion strategy for OpenUp’s entry into
the Polish market, based on detailed internal and external analyses.
The report begins by identifying OpenUp’s current market position and strategic ambitions,
using internal models such as the 4P’s, McKinsey 7S, and value chain analysis. This was
followed by a thorough assessment of the external environment through PESTLE and
Porter’s Five Forces. These tools helped identify both opportunities–such as increasing
mental health awareness in Poland and strong digital infrastructure–and threats, including
social stigma and legal barriers around telehealth.
A SWOT analysis was conducted to summarize key findings, followed by a strategic
confrontation matrix to align OpenUp’s strengths with external opportunities. Through a
structured country selection process using MABA and Ansoff models, Poland was confirmed
as the most suitable market for OpenUp’s next phase of growth. The selected market offers
scalability potential, especially in high-pressure sectors like tech and finance, where mental
health support is in increasing demand.
Based on the research, a localized implementation plan is proposed. It includes setting up a
legal entity in Poland, hiring Polish-speaking psychologists, adapting the 4P’s (People,
Processes, Platforms, Performance), and developing trust-based marketing strategies
targeting HR managers. Key distribution partners, sales channels, and compliance
considerations (GDPR, licensing) are also addressed.
The recommended growth strategy is market development, supported by a differentiation
strategy focused on cultural sensitivity, trust, and proven European expertise. A detailed
financial plan and KPI focus complete the proposed roadmap for a successful and
sustainable launch.
This report reflects the collaborative efforts of an international student team and offers
OpenUp a grounded, data-driven approach to expanding its impact in a new European
market.
, 2
Table of contents
Executive Summary............................................................................................................... 1
Preface.................................................................................................................................... 4
Introduction............................................................................................................................ 4
1. Zero defined: where we begin...........................................................................................5
1.1 Introduction...................................................................................................................5
1.2 Meet the company behind the mission.........................................................................5
1.3 The road we’re mapping...............................................................................................5
1.3 The gap between now and next................................................................................... 6
2. From theory to tactics....................................................................................................... 7
2.1 Introduction...................................................................................................................7
2.2 Strategic focus & internal alignment.............................................................................7
2.3 Market & risk analysis.................................................................................................. 7
2.4 Market fit & strategic decision-making..........................................................................7
2.5 Marketing & positioning tools....................................................................................... 8
3. Internal Analysis................................................................................................................ 8
3.1 Introduction...................................................................................................................8
3.2 Assessing internal readiness: The 4P framework........................................................ 8
3.3 Strategic alignment through the McKinsey 7S framework..........................................10
3.4 Assessing value creation for market expansion......................................................... 12
3.5 Overall Internal Analysis Conclusion..........................................................................13
4. External Environment Analysis...................................................................................... 14
4.1 Introduction.................................................................................................................14
4.2 Evaluating market forces: Competitive dynamics in Poland.......................................14
4.3 Assessing the macro environment: A PESTLE perspective on Poland.................... 16
4.4 Conclusion..................................................................................................................17
5. Zero to one: defining the strategic path........................................................................ 18
5.1 Introduction.................................................................................................................18
5.2 Strategic positioning: SWOT analysis for market entry.............................................. 18
5.3 Strategic confrontation matrix.....................................................................................19
5.4 Evaluating market fit: MABA analysis and growth strategy........................................ 21
5.5 Strategic growth through market development: Applying the Ansoff Matrix...............23
6. Strategic conclusion and roadmap for expansion........................................................24
6.1 Introduction.................................................................................................................24
6.2 Key strategic insights................................................................................................. 24
6.3 Recommendations & next steps.................................................................................24
6.4 Alignment of the 4 P’s................................................................................................ 25
7. From strategy to execution: Launching OpenUp in Poland........................................ 25
7.1 Introduction.................................................................................................................25
7.2 Building a local presence: structure, talent & location strategy.................................. 25
7.3 Navigating compliance, market entry channels & local competition..........................26
7.4 Engaging HR decision-makers through culturally adapted sales and communication...
28
7.5 Tailoring people, processes, platforms, and performance for the Polish market........29
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7.6 Conclusion..................................................................................................................30
8. Building a financially viable path to market entry........................................................ 32
8.1 Introduction.................................................................................................................32
8.2 Human resources & operational costs....................................................................... 32
8.3 Market entry investment............................................................................................. 32
8.4 Revenue forecast & break-even analysis...................................................................33
8.5 Risk & scenario analysis............................................................................................ 34
9. Final thoughts: balancing opportunity and adaptation................................................ 35
10. Reflections......................................................................................................................36
10.1 Lunae Ekel............................................................................................................... 36
10.2 Olivier de Ridder.......................................................................................................36
10.3 Patricia Blom............................................................................................................ 36
10.4 Nicole Niederhaus.................................................................................................... 36
10.5 Riya Amar.................................................................................................................37
10.6 Tim Ballauff...............................................................................................................37
11. References...................................................................................................................... 38
12. Appendices.....................................................................................................................40
12.1 Team Collaboration.................................................................................................. 40
12.2 E-mail and survey for Polish companies.................................................................. 41
