Key points in 30 seconds
- The Discovery AI is a US company that publishes an artificial intelligence solution.
- It wanted to expand into the Middle East and North Africa (MENA).
- VSIA built its go-to-market strategy for entering this market.
The context
The Discovery AI is a US company that publishes an artificial intelligence solution. It wanted to expand into the Middle East and North Africa (MENA region).
What we did
- Go-to-market strategy: built the strategy for entering the MENA market.
The challenges of entering the MENA market
The MENA region is not a single market. The Gulf countries, the Levant and North Africa differ in size, regulation, business language and buying habits. For a foreign AI software company, several questions arise from the start:
- Which countries to target first, based on market size, digital maturity and competition.
- Which languages: English dominates in the Gulf, Arabic remains essential for many buyers, and French matters in North Africa.
- Which rules: data protection, hosting, conditions for public procurement.
- What role relationships play: introductions and local partners often count for more than remote campaigns.
What a go-to-market strategy contains
| Element | Question addressed |
|---|---|
| Priority markets | Which countries first, and in what order? |
| Segments and decision-makers | Which sectors and profiles to sell to? |
| Local value proposition | Why would a buyer in the region choose this solution? |
| Channels and partners | Direct sales, integrators, distributors, alliances? |
| Pricing and commercial model | On what terms, in which currency, with what support? |
| Launch plan | Which stages, indicators and resources? |
The approach followed
- Analyse and prioritise markets using objective criteria: size, maturity, competition, accessibility.
- Understand buyers: their needs, decision criteria and objections.
- Adapt the offer and message to the local context rather than translating the original pitch.
- Choose channels and identify partners able to open the first doors.
- Build a staged launch plan, with indicators to decide on next steps.
Our guide entering the Saudi and Gulf markets covers these steps in detail.
What this case teaches
- Starting with one or two countries concentrates resources and produces first references.
- Adapting the message beats translating it: the arguments that convince in the United States are not always those that matter in the Gulf.
- A local partner often speeds up access to decision-makers.
- Planning content in English and Arabic from the start helps prospecting and credibility.
In summary
For The Discovery AI, a US company publishing an artificial intelligence solution, VSIA developed the go-to-market strategy for entering the MENA market. Such a strategy sets out the priority countries, targets, adapted value proposition, channels and partners, commercial model and a staged launch plan. This is the focus of our business consulting support.
Frequently asked questions
Can VSIA help a company enter the MENA market?
Yes. For example, VSIA built the go-to-market strategy of The Discovery AI, a US publisher of an AI solution, for its entry into the MENA market.
Which country should you start with to enter the MENA market?
It depends on the target and the offer. For a B2B solution, the United Arab Emirates and Saudi Arabia are often studied first for the size and momentum of their markets, but the analysis must confirm this case by case.
Do you need a local presence to sell in the Gulf?
Not always at first. Remote sales or a local partner let you test the market. A local presence often becomes necessary for large accounts and public contracts.