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Structuring the market launch of software from energy R&D

Business Case

Structuring the market launch of software from energy R&D

SURFEO structured the commercialisation plan for software developed in-house for the R&D centre network of a global energy player.

Energy & TransitionBusiness DevelopmentR&D softwareCommercial strategyValue propositionMarket launchSoftware Go-to-Market

Context & challenges

Digitalisation is advancing in European businesses: 52.7% used paid cloud services in 2025, compared with 45.3% in 2023.1

For the research and development network of a global energy player, the challenge was to turn software developed in-house into a marketable offer.

SURFEO was commissioned to structure the positioning, target segments, value proposition, sales pitch and roadmap.

Our intervention

01

Analyse the software’s market positioning.

02

Identify the priority target segments.

03

Define the value proposition and sales pitch.

04

Draw up the go-to-market roadmap.

5core components of the commercial action plan
52,7 %of EU businesses use paid cloud services in 20251
Market

The digital foundation of European businesses is broadening

EU businesses using paid cloud services

Share of businesses with 10 or more employees

45,3 %
52,7 %
+7.4 points

Source: Eurostat, 3 February 2026.1

Segment precisely

Link the software to identifiable uses and decision-makers.

Formalise the proof

Make the value clear to R&D and business teams.

Sequence the roll-out

Prioritise targets, messaging and actions in a roadmap.

Outcomes

A structured commercial approach built around the software.
R&D and business teams aligned on going to market.
First building blocks of an international roll-out strategy in place.
Positioning, targets and sales pitch brought together in a roadmap.

Sources

  1. Eurostat, “53% EU enterprises used paid cloud services in 2025”, 3 February 2026. ec.europa.eu/eurostat/web/products-eurostat-news/w/ddn-20260203-1
  2. European Commission, “Key actions for digitalising energy”, accessed in 2026. energy.ec.europa.eu/topics/eus-energy-system/digitalisation-energy-system/
  3. International Energy Agency, “The State of Energy Innovation 2026”, 17 February 2026. iea.org/reports/the-state-of-energy-innovation-2026
  4. European Commission, “Digitalisation and data exchange are key enablers”, 2 December 2024. energy.ec.europa.eu/news/

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