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Based on field research; 16 pages.

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The Slovenian B2B digital signage startup OOSM decides to enter Western Europe because the home market is too small. However, OOSM only has a founding team from Slovenia, a technical team from Pakistan, and the product is made in China. This combination does not look favorable to potential clients or investors. How can OOSM overcome this problem?


The case should enable students to: (1) develop a deep understanding of using equity as a tool to attract the right resources (in this case for HR and to attract a network), (2) understand the importance of gaining validation and credibility for start-ups and what measures can be taken in order to achieve a good result, and (3) analyze the impact of country of origin on image-building for a foreign start-up.


Bruner had a revolutionary idea about a new solution for digital screen signage while working for a digital marketing company in Slovenia. When the company he was working for went bankrupt, he decided to found OOSM, a B2B digital signage start-up, with two friends. A few months later, they decided to enter the Western European market because the Slovenian market was rather small and short of investors interested in high tech start-ups. However, at that time, Bruner had a founding team from Slovenia, a technical team from Pakistan, and his product was made in China. This combination did not look favorable, not only to OOSM’s potential clients but also to potential investors. Bruner knew he had a good idea, a motivated team and a quality product, but he also knew he needed credibility and validation to be able to enter the Western European market. What approach should he take in such a situation?

Case Study