Commercial Strategy & Go-to-Market
We decide where the next unit of budget and sales effort should go by product, market and channel, using contribution figures traced back to individual orders.
Questions we help answer
- Which products, customer groups and markets still make money once advertising, discounts, returns and shipping are deducted?
- Should we sell through our own store, marketplaces, distributors or a showroom, and in what mix?
- Which countries can we serve profitably today with our current shipping, tax, language and payment set-up?
- What job is each channel meant to do, and how will we know when it stops doing it?
- What should we stop selling, stop promoting or stop spending on?
What we do
Contribution map
Revenue, discounts, returns, fulfilment and advertising cost by product, channel, market and customer group, built from order-level data so that every figure traces to a transaction.
Route-to-market design
The role of the own store, marketplaces, wholesale, showroom and sales team, with the conflicts between them on price, stock and customer ownership written down and resolved.
Market readiness checks
Shipping zones, duties and tax settings, currency, language, payment methods and local search demand checked before a new country receives budget.
Offer and proposition
What is sold to whom, in which bundle or tier and with what guarantee, compared with the offers competitors already run in public ad libraries and on marketplaces.
Commercial plan and decision rules
A sequenced plan with budgets, owners and the measure that will decide each move, held in a task system your team can see.
- How an engagement with THEFOCUS startsDiscuss this with us
How we approach it
- 01
Start from the orders
We export order-level data from the store, ERP or CRM and the ledger, and build contribution before reading any dashboard.
- 02
Test the plan against the operation
Each growth move is checked against what stock, fulfilment and customer service can carry, so the business does not buy demand it cannot serve.
- 03
Write the decision rules in advance
For every channel and market we record the measure, the threshold and the review date that will decide whether to continue, expand or stop.
- 04
Stay for the build
The team that wrote the plan sets up the campaigns, feeds, market settings and reports it requires, then reviews the first results against the rules.
Client results
View allTürkiye · Real Estate & Property Development · 2026
Listing platform prototype and build specification for a cross-border property agency
A licensed property agency selling homes and investment property in several countries wanted one platform for its own stock, partner listings and new developments. We built a clickable prototype, a headless storefront build and a written specification for the full listing and enquiry platform.
Prototype and specification delivered on staging; platform not yet in production
Türkiye · Car Rental & Mobility Services · 2022‑2025
Search advertising built around phone and booking enquiries for an independent car rental company
An independent car rental company takes most of its bookings by phone and through enquiries rather than a single online checkout. We ran its search advertising over several seasons with phone-call leads, contact enquiries and booking requests set as the goals the campaigns bid towards.
Account run on lead goals over several seasons; performance figures not published
Türkiye · Retail & E-commerce · 2025‑2026
Audit, measurement repair and paid media relaunch for a design-objects online brand
An online brand selling high-ticket decorative design objects commissioned an audit and put it through an independent quality review. It then had us carry out the findings one ticket at a time and relaunch its search and social advertising.
Fixes verified in production; paid relaunch results not yet measured
Relevant industries
How an engagement with THEFOCUS starts
A first conversation is about your situation. If there is a fit, we propose a scoped diagnostic with a fixed deliverable before any larger commitment.
Discuss this with us01
A working conversation
Forty-five minutes with the person who would lead the work. We ask about the decision, the systems behind it and the deadline.
02
A scoped diagnostic
Read-only access, a fixed timeframe and a written finding: what the records show, what it costs and what to change first.
03
A plan you can act on
Changes, owners, measures and exclusions in writing. The same team then builds and measures, or hands over cleanly.
- One accountable team
- The people who diagnose also build the systems and measure the result.
- Partners chosen per problem
- Independent specialists join for the parts that need them, under one contract.
- Records before dashboards
- Orders, ledgers and logs are reconciled before any recommendation depends on them.
Questions executives ask
How is this different from corporate growth strategy?
Corporate strategy decides which businesses and markets the group should be in. Commercial strategy works inside that answer, on products, customers, channels, offers and budgets, and ends in campaigns and settings we then build.
What data do you need to begin?
Order-level exports from the store, ERP or CRM for at least the last twelve months, the ledger lines for discounts, returns and fulfilment, and read access to the ad accounts. Where a figure is missing, we say so in the model instead of estimating it silently.
Discuss this with us
A few details help us route your enquiry to the right partner. Fields marked optional can be left blank.