Success Story Evailable: Scaling from 0 to 14 countries

It had been tested across more than 10,000 charging points. The algorithms worked. But there was a bigger ambition behind it. What if this solution wasn’t just used internally? This happened exactly when the utility started communicating about the success.

Suddenly, many other CPOs became interested, as they were all facing similar challenges. What if it could improve charging infrastructure across Europe, like for every CPO? That was the moment the project internally changed. Because building a technology is one thing. Building a product category around it is something entirely different. And that’s when they called us. This was a super exciting moment.

Chapter 1: What are you, actually?

At that time, there was no comparable solution on the market.

No established category, no benchmark, no obvious reference point from other CPMS or CPOs.

Which meant the first question was simple & tricky: What exactly is this and how do we explain it to the market? So far there are more than enough Power BI dashboards. So:

• An AI company?
• A monitoring tool?
• A predictive analytics dashboard?

We used a classic positioning framework, the one explained by April Dunford, built around five core elements:

• Who is the real target customer?
• What problem is urgent enough to solve?
• What alternatives exist today?
• What differentiated capability makes this possible?
• What category should this belong to?

We worked towards a clear outcome:

Evailable was not selling AI. It was protecting charging revenue and saving costs.

That shift mattered.

Instead of explaining machine learning models, the conversation moved to uptime, operational efficiency and EBIT impact. For companies at this stage, our recommendation is simple:

• Define your category before the market defines it for you
• Anchor your positioning in business impact (yep, not technology)
• Be specific about who this is not for

You don’t just sell a product.

You educate the market.

Always.

Chapter 2: Make the business case work

Once positioning was sharp, the next step was viability. A strong value proposition means nothing if the numbers don’t make sense.

We worked closely with the team to:

• Build a pricing model aligned with delivered uptime value
• Structure packages that are easy to understand
• Develop a clear internal and external business case

The goal was to make buying feel rational. Predictive maintenance sounds attractive. But operators think in uptime, truck rolls and return.

At this stage, we recommend:

• Translate technical performance into financial logic
• Make procurement easy. Don’t make it too clever.
• Stress-test your model before scaling it

Chapter 3: Build the market engine for Evailable

With positioning and business logic aligned, the real work began. Go-to-market in the EV charging industry is rarely simple:

• Corporate stakeholders
• Technical legacy
• Commercial decision-makers
• Long sales cycles

We orchestrated the full market architecture:

• ICP definition and segmentation
• Sales funnel design from awareness to enterprise conversion
• Brand identity and visual system
• Lead, brand and product marketing
• Event presence, including ICNC, Power2Drive and other EU events

Our aspiration:

• Evailable needed to become synonymous with uptime performance. For companies entering this stage:
• Align marketing and product early
• Build your sales narrative before your booth
• Equip staff and partners with stories which have impact

Chapter 4: Scale with discipline and power

From there, expansion became possible. Disciplined, structured and with a system. As Evailable entered more markets, feedback loops between product, sales and customer success were continuously structured. Requirement management wasn’t an afterthought, but a backbone. International growth followed across 14 countries. At that time, with a rather small team: Mind-blowing!

The reason for this was that these topics were perfectly aligned:

• Technology
• Positioning
• Business case
• Market engine

In that order.

For companies scaling internationally:

• Build feedback loops into your productearly
• Adapt messaging per customersegment without losing core identity
• Protect focus while expanding footprint

What this case really shows

The tech core behind Evailable was strong from day one. The ambition from the utility and the Evailable team was bigger:

To improve charging reliability across Europe.

What we delivered on this journey:

Amplifying success

Scaling Evailable required work across strategy, product and market execution. Here is the structured scope of our collaboration:

See clearly

Turning complexity into strategic direction.

» Market & ecosystem analysis

» Customer & use case analysis (ICP definition)

» Competitive landscape assessment

» Positioning strategy (category definition & differentiation)

» Structured requirement management framework

Build smartly

Shaping a product and business model that truly fits.

» Product roadmap strategy

» Business model definition

» Value proposition & product-market fit refinement

» USP definition

» Pricing strategy aligned to delivered value

» Business case validation

Grow fast

Designing and activating the market engine.

» Brand strategy & brand identity development

» Brand building & industry positioning

» Go-to-market orchestration in corporate environments

» Lead marketing framework

» Sales channels & partner enablement strategy

» Sales funnel architecture

» Communications & event presence (incl. ICNC)