New market opening: From 25k to 1M in under a year

Expanding a D2C medtech brand across borders + My Advice to startups looking to prove viability

market entrylocalizationperformance marketinginfluencer marketingfrance marketSEO

DrSmile’s Challenge: Validating a new market under investor pressure

DrSmile, already established in DACH, needed to enter the French market - and fast. Their investors demanded €25k revenue within 3 months as initial proof of viability, with a goal of scaling to €1 million within a year to secure further funding. That meant localizing quickly, running smoke tests to measure demand, and designing a robust multi-channel marketing plan without blowing budgets.

How I helped DrSmile break into France

With a tight timeline and ambitious goals, the project was divided in 4 core stages:

1. Stage 1: Smoke tests and localization to validate the market

Validated market appetite quickly by running small-scale “smoke tests,” to confirm early demand without draining resources on extensive campaigns.
Built trust through localization, adjusting the website’s copy and visuals to match French cultural nuances, ensuring the brand could connect with potential clients

2. Stage 2: Getting from 0 to €25k through performance marketing

Leveraged existing paid channels (Paid Social, SEA) with rapid iteration - testing creative formats, messaging, and targeted audiences unique to the French market.
Monitored CAC to avoid overspending while still generating the required €25k in revenue within 3 months.

3. Stage 3: Scaling to €1 Million through new channels & funnel optimization

Expanded reach via influencers and organic growth, after early signals showed strong “education factor” potential,
Refreshed content, making it easier for people to grasp the brand’s offering.
Smoothed the funnel by simplifying appointment scheduling and clearly stating costs, raising CVRs

4. Stage 4: Creating a Blueprint for sustainable growth

Created a year-long roadmap balancing paid advertising, influencer marketing, and organic visibility to allow the brand to gained consistent momentum while keeping margins healthy.
Created a key metrics monitoring strategy to guide future channel investments and funnel improvements.

The Results: A two-month head start

DrSmile not only validated the French market - hitting the €25k threshold well within 3 months - but also built momentum that carried them to the €1 million mark two months ahead of schedule. By combining localized smoke tests with a structured, multi-channel approach, DrSmile convinced investors of the market’s potential and set the stage for an even larger scale.

My Advice to brands entering a new market under pressure

Start with smoke tests:

Localize essentials and run quick, low-budget campaigns to validate assumptions before heavy spending.
Know your numbers:

Keep close tabs on CAC and revenue to prove viability fast - without sacrificing margin.
Diversify your channels:

Paid social and SEA can deliver early wins, however in certain cases, influencer marketing and SEO help build a more stable funnel for long-term growth.
Refine the funnel:

Adapt CTAs and user journeys to match local cultural norms