Whether partnering into a new market region or new market sector, understanding the structure and driving forces of the market provides valuable information in identifying your best path to your customers.

Step 2 in Tenego’s Sales Partnering Process involves evaluating the target markets where we build an EcoSystem view of the market and determine the key players and influencers in the market. The Market EcoSystem shows us, in a very simple way, the relationships within the industry and our potential routes to our target customer.

How the Market EcoSystem is structured depends on your interests and point-of-view in the market. For example, the figure shows an EcoSystem of the UAE Healthcare Market from the point of view of a software company supplying to Medical Practices, Retail Pharmacies and Hospitals.

The EcoSystem shows the beneficiaries, the Patients, at the top with Influencers, Regulators, Governments, Major Investors, Industry Organisations etc in the layer below with those serving the interests of the patients.

In the next layer we have the Healthcare Providers, those serving the patients. In this case, this layer represents our target customers in this EcoSystem.

All the layers below represent consulting and other services and software company types, with examples, who have commercial relationships with our target customer.

The further we go down the Ecosystem the less frequent the commercial relationship but possibly representing a broader number of customer relationships in the market. In this we determine which type of partners we want based on the optimal balance between time-to-revenue, market reach and the required skills to serve our needs in this market.

At this stage we also gather a view in the changing trends in the market over the coming years.

Call us today to get a better understanding of your company's EcoSystem on +353 21 2307117 or email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it