{"id":4077,"date":"2021-10-28T08:41:37","date_gmt":"2021-10-28T08:41:37","guid":{"rendered":"https:\/\/lenz.fi\/?post_type=avada_portfolio&p=4077"},"modified":"2023-08-23T11:28:06","modified_gmt":"2023-08-23T11:28:06","slug":"talenom","status":"publish","type":"avada_portfolio","link":"https:\/\/lenzlatam.com\/fi\/referenssit\/talenom\/","title":{"rendered":"Talenom Oyj"},"content":{"rendered":"

Market Research<\/span><\/h1>\n<\/div>
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”Cooperation with Lenz really exceeded my expectations. The students were surprised how quickly they learned and how well they could work as a team. They performed as well \u2013 and in some cases even better \u2013 than more experienced employees. The guidance and communication was also great, and I didn’t have to see any extra effort during the project. I can warmly recommend Lenz to everybody.”<\/span><\/p>\n<\/h5>\n

– Tuomas Iivanainen, Director International Business, <\/span>Talenom Oyj<\/span><\/h6>\n<\/div><\/div><\/div>
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The project’s challenge and solution<\/h2><\/h1><\/div><\/div><\/div><\/div><\/div>

Projektin haaste ja ratkaisu<\/span><\/h2><\/h1><\/div><\/div><\/div><\/div><\/div>

The full reference can be found at the bottom of the page.<\/span><\/i><\/span><\/p>\n

Challenge<\/h3>\n

One of the main focuses of Talenom’s strategy is effective international expansion in the form of acquisitions. Although internationalization is not a new thing for Talenom, each prospective expansion target country offers individual opportunities and the challenges that must be solved comprehensively before the decision to expand with market research. About the industry and general problems of internationalization. Due to this, the settlement process is not straightforward or fast, which means extensive background work is a prerequisite for a successful expansion decision.<\/p>\n<\/div><\/div><\/div>

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T\u00e4ysimittainen referenssi l\u00f6ytyy sivun alareunasta.<\/em><\/span><\/p>\n

Haaste<\/span><\/h3>\n

Yksi Talenomin strategian p\u00e4\u00e4painopisteist\u00e4 on tehokas kansainv\u00e4linen laajentuminen
\nyrityskauppojen muodossa. <\/span><\/p>\n

Vaikka kansainv\u00e4listyminen ei ole uusia asia Talenomille,
\nkukin prospektiivinen laajentumiskohdemaa tarjoaa yksil\u00f6lliset mahdollisuudet ja
\nhaasteet, jotka on ennen laajentumisp\u00e4\u00e4t\u00f6st\u00e4 selvitett\u00e4v\u00e4 kokonaisvaltaisilla
\nmarkkinatutkimuksilla. <\/span><\/p>\n

Toimialasta ja kansainv\u00e4listymisen yleisist\u00e4 pulmakohdista
\njohtuen selvitysprosessi ei ole suoraviivaista taikka nopeaa, jolloin kattava taustaty\u00f6
\non edellytys onnistuneeseen laajentumisp\u00e4\u00e4t\u00f6kseen.<\/span><\/p>\n<\/div><\/div><\/div>

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Project implementation<\/b><\/h2><\/h1><\/div><\/div><\/div><\/div><\/div>

Projektin toteutus<\/span><\/h2><\/h1><\/div><\/div><\/div><\/div><\/div>

Implementation
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During the project, Lenz’s multidisciplinary team prepared six market reports, four of which were based on quantitative and qualitative data, and two based on quantitative data.<\/p>\n

Market reports were conducted with a comprehensive data acquiring<\/p>\n

by searching for information about the market in question and by interviewing the stakeholders of the accounting firm market. During the implementation of the project, the team actively analyzed and compared the results obtained, the methods used, and Talenom’s needs, resulting in long-lasting market research packages that truly serve Talenom’s expansion efforts, even on a fast schedule.<\/p>\n

A good example of this is Talenom’s decision to expand to Spain during the project, which was discussed in one of the market reports.<\/p>\n<\/div><\/div><\/div>

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Toteutus<\/span><\/h3>\n

Projektin aikana Lenzin monitieteellinen tiimi laati kuusi markkinaraporttia, joista nelj\u00e4 <\/span>toteutettiin kvantitatiivisen sek\u00e4 kvalitatiivisen dataan perustuen, ja kaksi <\/span>kvantitatiivisen dataan perustuen. <\/span><\/span><\/p>\n

Markkinaraportit suoritettiin kattavalla itsen\u00e4isell\u00e4 <\/span>
tiedonhaulla kyseisist\u00e4 markkinoista ja haastattelemalla tilitoimistomarkkinoiden <\/span>sidosryhmi\u00e4. Projektin toteutuksen aikana tiimi analysoi ja vertaili aktiivisesti saatuja <\/span>tuloksia, k\u00e4ytettyj\u00e4 menetelmi\u00e4 ja Talenomin tarpeita, jolloin lopputulokseksi saatiin <\/span>aikaa kest\u00e4vi\u00e4 markkinatutkimuskokonaisuuksia, jotka palvelevat aidosti Talenomin <\/span>laajentumispyrkimyksi\u00e4 jo nopeallakin aikataululla. <\/span><\/span><\/p>\n

T\u00e4st\u00e4 hyv\u00e4n\u00e4 esimerkkin\u00e4 on <\/span>Talenomin projektin aikana tekem\u00e4 laajentumisp\u00e4\u00e4t\u00f6s Espanjaan, jota yksi <\/span>markkinaraporteista k\u00e4sitteli.<\/span><\/span><\/h5>\n<\/div><\/div><\/div>
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<\/i><\/i><\/span>Read the full reference<\/span><\/a><\/h4><\/div>
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The project to support the growth according to Talenom’s strategy<\/b><\/p>\n

Talenom is a listed company offering accounting services, one of the main focuses of its strategy is to grow organically as well as through acquisitions. Recently, Talenom has expanded its business through business acquisitions also outside the borders of Finland, mainly in Sweden. Talenom has also identified as a clear opportunity the accounting firm market outside of Finland and Sweden, where Talenom’s expansion capabilities have clearly improved through the experiences gained in Finland and Sweden and the achieved business growth.<\/span><\/p>\n

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Each country offers individual opportunities and challenges for expansion, which is why each country’s market should always be examined on a case-by-case basis. Market research is an integral part of the final expansion decision, but finding out the key questions is not a straightforward or quick process. The multidimensional nature of transnational company expansion is also illustrated by the fact that successful expansion into one country is not yet a guarantee that expansion into another country would be successful by implementing the same strategy.<\/span><\/p>\n

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In order to better respond to the challenges presented, Talenom commissioned one of Lenz projects in the summer of 2021. The project was planned together with Talenom and the main focus of the project was the planning and implementation of market research on potential countries for Talenom’s expansion.<\/span><\/p>\n

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From team selection to project implementation and solutions<\/b><\/p>\n

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The team for the Talenom project was recruited in a similar way as for other Lenz projects: individually specifically for the project in question, emphasizing multidisciplinary study backgrounds and heterogeneously based on the personalities of the team members. The project roles of the team members had been agreed together with Talenom, meeting the needs of the project and Talenom. In the end, five different project roles were chosen for the project, and team members were recruited for them. These roles were sales and customer service, marketing, user experience and service design, finance and accounting and data science. The team members were guided by a more experienced Lenz project manager, and in addition, the team was in weekly contact with Talenom’s contact person, reporting on the progress of the project and planning for the future.<\/span><\/p>\n

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The team worked seamlessly together throughout the summer, regardless of the challenges of working remotely.<\/span><\/p>\n

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”In my opinion, teamwork was the most successful part of the project: I couldn’t find anything to criticize about the team’s overall work and operating methods.” – Team members feedback from the anonymous team experience survey.<\/span><\/p>\n

 <\/p>\n

Even though the industry was foreign to most of the team members and there was relatively much to learn about both Talenom and the accounting firm business as a whole, the team started without prejudice to conduct quantitative and qualitative market research according to Talenom’s market research model, learning all the time. In the quantitative market research, the independent search for information was emphasized, while in the qualitative market research, information was collected by directly contacting the relevant stakeholders in terms of the accounting firm business in the target countries. Based on the collected data, the team prepared high-quality and detailed market research reports for each country, which were handed over to Talenom’s management team. In total, during the project, quantitative market research was conducted in six countries and qualitative market research in four countries. The work done by the team was already put into practice during the summer, when the market research was part of the decision-making process that led to the acquisition of a company in Spain. In addition to the market research work, the team got to work with some members of Talenom’s management team in two live days, where the team worked on applied questions, evaluating, among other things, the expansion strategy on a practical level based on what they learned.<\/span><\/p>\n

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Throughout the entire project, the team strove to critically analyze the results they found, to actively understand the need for the desired data in the broader framework of Talenom’s expansion, and to learn and develop in all areas of the project work. On the team’s initiative, at the end of the project, market research was conducted without the previously used Talenom market research model, making even better use of the team’s heterogeneous composition. The market research was planned and carried out completely with the team members applying their own study background to find out the essential questions from the point of view of the market research. The end result was not only a different way of conducting market research, but also the results found raised the studied country to a more significant position than expected.<\/span><\/p>\n

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After each market research, feedback was requested on the research and the client was otherwise actively present throughout the project. Based on the feedback received and the accumulated experience, the market research process became more efficient and developed throughout the project. The customer especially thanked the team members for their commitment to the project, the quality of their work and their desire to learn and develop.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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Customer and duration<\/h2><\/div>
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Talenom Oyj was the client company in the project. The project was implemented in summer 2021, duration of the project 3 months.<\/span><\/h6>\n<\/div><\/div><\/div>
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Project description<\/h2><\/div>
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Preparation of international market research for supportingTalenom’s<\/p>\n

expansion.<\/p>\n<\/div><\/div><\/div>

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The final result of the project<\/h2><\/div>
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Six comprehensive market reports (from six countries) using a diverse team from different educational backgrounds, and workshopping Talenom’s expansion strategy and aspirations with members of Talenom’s management team.<\/span><\/h6>\n<\/div><\/div><\/div>
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<\/i><\/i><\/span>Lue koko referenssi<\/span><\/a><\/h4><\/div>
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Projekti tukemaan Talenomin strategian mukaista kasvua<\/b><\/span><\/h4>\n

Talenom on tilitoimistopalveluja tarjoava p\u00f6rssiyhti\u00f6, jonka strategian er\u00e4s p\u00e4\u00e4painopisteist\u00e4 on kasvaa niin orgaanisesti kuin yrityskauppojenkin muodossa. Viime aikoina Talenom on laajentanut liiketoimintaansa yrityskauppojen my\u00f6t\u00e4 my\u00f6s Suomen rajojen ulkopuolella, p\u00e4\u00e4asiassa Ruotsissa. Talenom on tunnistanut selke\u00e4n\u00e4 mahdollisuutena my\u00f6s Suomen ja Ruotsin ulkopuoliset tilitoimistomarkkinat, jonne Talenomin laajentumisvalmiudet ovat parantuneet selke\u00e4sti Suomesta ja Ruotsista saatujen kokemuksien sek\u00e4 saavutetun liiketoiminnan kasvun kautta.\u00a0<\/span><\/p>\n

Kukin maa tarjoaa yksil\u00f6lliset mahdollisuudet ja haasteet laajentumiselle, mist\u00e4 johtuen kunkin maan markkinoita tulee aina tarkastella tapauskohtaisesti. Markkinatutkimus on olennainen osa lopullista laajentumisp\u00e4\u00e4t\u00f6st\u00e4, mutta avainkysymysten selvitt\u00e4minen ei ole suoraviivainen tai nopea prosessi. Ylikansallisen yrityslaajentumisen moniuloitteisuutta kuvaa my\u00f6s se, ett\u00e4 onnistunut laajentuminen yhteen maahan ei ole viel\u00e4 tae siit\u00e4, ett\u00e4 laajentuminen toiseen maahan onnistuisi samaa strategiaa toteuttaen.\u00a0<\/span><\/p>\n

Vastatakseen paremmin esitettyihin haasteisiin Talenom teetti kes\u00e4ll\u00e4 2021 yhden Lenzin projekteista. Projekti suunniteltiin yhdess\u00e4 Talenomin kanssa ja projektin p\u00e4\u00e4painoksi muodostui markkinatutkimusten suunnittelu ja toteuttaminen Talenomin laajentumisen kannalta potentiaalisista maista.<\/span><\/p>\n

Tiimivalinnasta projektin toteutukseen ja ratkaisuihin<\/span><\/b><\/h4>\n

Talenomin projektiin tiimi rekrytoitiin vastaavalla tavalla kuin muihinkin Lenzin projekteihin: yksil\u00f6llisesti nimenomaan kyseiseen projektiin, monitieteellisi\u00e4 opiskelutaustoja painottaen ja heterogeenisesti tiimil\u00e4isten persoonallisuuksien perusteella. Tiimil\u00e4isten projektiroolit oli sovittu yhdess\u00e4 Talenomin kanssa vastaten projektin ja Talenomin tarpeita. Projektiin valittiin lopulta viisi eri projektiroolia, joihin tiimil\u00e4iset rekryttiin. N\u00e4m\u00e4 roolit olivat sales and customer service, marketing, user experience and service design, finance and accounting ja data science. Tiimil\u00e4isi\u00e4 ohjasi kokeneempi Lenzin projektip\u00e4\u00e4llikk\u00f6, mink\u00e4 lis\u00e4ksi tiimi oli viikoittain yhteydess\u00e4 Talenomin yhteyshenkil\u00f6\u00f6n raportoiden projektin kulusta ja suunnitellen tulevaa.<\/span><\/p>\n

Tiimi ty\u00f6skenteli koko kes\u00e4n ajan saumattomasti yhteen riippumatta et\u00e4ty\u00f6skentelyn tuomista haasteista. <\/span><\/i><\/p>\n

\u201cTiimity\u00f6 oli omasta mielest\u00e4ni projektin onnistunein osa-alue: en keksi mit\u00e4\u00e4n kritisoitavaa tiimin kokonaisty\u00f6skentelyst\u00e4 ja toimintatavoista.\u201d – <\/span><\/span><\/i>Tiimil\u00e4isen palaute anonyymista tiimikokemustutkimuksesta.<\/span><\/span><\/h5>\n

Vaikka toimiala oli useimmille tiimil\u00e4isille vieras ja opittavaa niin Talenomista kuin koko tilitoimistoliiketoiminnastakin oli verrattaen runsaasti, ryhtyi tiimi ennakkoluulottomasti tekem\u00e4\u00e4n kvantitatiivista ja kvalitatiivista markkinatutkimusta Talenomin markkinatutkimusmallin mukaisesti oppien koko ajan samalla. Kvantitatiivisessa markkinatutkimuksessa korostui itsen\u00e4inen tiedonhaku, kun taas kvalitatiivisessa markkinatutkimuksessa tietoa ker\u00e4ttiin ottamalla yhteytt\u00e4 suoraan kohdemaiden tilitoimistoliiketoiminnan kannalta olennaisiin sidosryhmiin. Ker\u00e4ttyjen tietojen pohjalta tiimi laati jokaisesta maasta laadukkaat ja yksityiskohtaiset markkinatutkimusraportit, jotka luovutettiin Talenomin johtoryhm\u00e4n k\u00e4ytt\u00f6\u00f6n. Yhteens\u00e4 projektin aikana kvantitatiivinen markkinatutkimus tehtiin kuudesta maasta ja kvalitatiivinen markkinatutkimus nelj\u00e4st\u00e4 maasta. Tiimin tekem\u00e4 ty\u00f6 p\u00e4\u00e4si jo kes\u00e4n aikana k\u00e4yt\u00e4nt\u00f6\u00f6n, kun tehty markkinatutkimus oli osaltaan mukana p\u00e4\u00e4t\u00f6ksentekoprosessissa, joka johti yritysostoon Espanjasta. Markkinatutkimusty\u00f6n lis\u00e4ksi tiimi p\u00e4\u00e4si ty\u00f6skentelem\u00e4\u00e4n er\u00e4iden Talenomin johtoryhm\u00e4n j\u00e4senten kanssa kahdessa livep\u00e4iv\u00e4ss\u00e4, joissa tiimi ty\u00f6skenteli soveltavien kysymysten parissa arvioiden oppimansa perusteella muun muassa laajentumisstrategiaa k\u00e4yt\u00e4nn\u00f6n tasolla.\u00a0<\/span><\/p>\n

L\u00e4pi koko projektin tiimi pyrki analysoimaan kriittisesti l\u00f6yt\u00e4mi\u00e4\u00e4n tuloksia, aktiivisesti ymm\u00e4rt\u00e4m\u00e4\u00e4n halutun datan tarvetta laajemmassa Talenomin laajentumisviitekehyksess\u00e4 ja oppimaan sek\u00e4 kehittym\u00e4\u00e4n projektity\u00f6n kaikilla osa-alueilla. Tiimin aloitteesta projektin lopussa tehtiin markkinatutkimus ilman aiemmin k\u00e4yt\u00f6ss\u00e4 ollutta Talenomin markkinatutkimusmallia hy\u00f6dynt\u00e4en entist\u00e4 paremmin tiimin heterogeenist\u00e4 kokoonpanoa. Markkinatutkimus suunniteltiin ja toteutettiin t\u00e4ysin tiimil\u00e4isten soveltaessa omaa opiskelutaustaansa markkinatutkimuksen kannalta olennaisten kysymysten selvitt\u00e4miseen. Lopputuloksena ei pelk\u00e4st\u00e4\u00e4n ollut erilainen tapa tehd\u00e4 markkinatutkimusta, mutta lis\u00e4ksi l\u00f6ydetyt tulokset nostivat tutkitun maan ennakoitua merkityksellisemp\u00e4\u00e4n asemaan.<\/span><\/p>\n

Jokaisen tehdyn markkinatutkimuksen j\u00e4lkeen tehdyist\u00e4 tutkimuksista pyydettiin palautetta ja asiakas oli muutoinkin aktiivisesti l\u00e4sn\u00e4 koko projektin ajan. Saadun palautteen sek\u00e4 kertyneen kokemuksen pohjalta markkinatutkimusprosessi tehostui ja kehittyi l\u00e4pi projektin. Asiakas kiitti erityisesti tiimil\u00e4isten sitoutumista projektiin, ty\u00f6n laatua ja halua oppimiseen sek\u00e4 kehittymiseen.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div>

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Asiakas ja kesto<\/h2><\/div>
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Asiakasyrityksen\u00e4 projektissa toimi Talenom Oyj.<\/strong> Projekti toteutettiin kes\u00e4ll\u00e4 2021, kesto 3kk.\u00a0<\/strong><\/span><\/h6>\n<\/div><\/div><\/div>
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<\/i><\/div>

Projektin kuvaus<\/h2><\/div>
<\/div>
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Kansainv\u00e4listen markkinatutkimusten laadinta Talenomin<\/strong> laajentumispyrkimysten <\/span>
tueksi.<\/span><\/span><\/span><\/h6>\n<\/div><\/div><\/div>
<\/div><\/div><\/div><\/div>
<\/i><\/div>

Projektin lopputulos<\/h2><\/div>
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Kuusi kattavaa markkinaraporttia (kuudesta maasta) k\u00e4ytt\u00e4en hyv\u00e4ksi monimuotoista <\/span>tiimi\u00e4 erilaisista opintotaustoista, sek\u00e4 Talenomin laajentumisstrategian ja –<\/span>pyrkimysten workshoppaaminen <\/span>Talenomin johtoryhm\u00e4n <\/span>j\u00e4senien kanssa.<\/span><\/span><\/h6>\n<\/div><\/div><\/div>
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