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Lorena Edejer

Domains: Growth & Commercial

Stages: Start-ups & Scale-ups

Shifts: Activation & Acceleration

Location: Geneva, Switzerland

Languages: English, French, German, Spanish & Tagalog

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The gap between "we have a product" and "we have revenue in this market" is where most startups die. That's where I work. I help regulated B2B startups enter and commercialize in Europe and the Americas, creating the strategy, building the pipeline and the system to grow it, contacting the first clients, and scaling it alongside the founding team.

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Market Entry & Commercial Expansion
 

I help regulated B2B startups turn a working product into revenue in a new market. It starts with the questions most teams skip or rush: who exactly is the ideal customer, how big is the reachable opportunity, who else is competing for it, and which market is worth entering first. From there I build the full go-to-market — ICP and target account profile definition, market and competitor intelligence, market prioritization, stakeholder mapping, product localization, distribution and partnership strategy, CRM, and first pipeline — and then execute it with you, rather than handing over a strategy deck and walking away. I embed directly with the founding team to stand up the commercial foundation and get it into motion across one or several markets — so entering a new market adds momentum, not risk.

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    Key Outcomes​​

  • A defined ICP and named target account list ready to sell into, not just a persona doc

  • A clear read on the competition and where you can realistically win

  • A validated market entry strategy that's already in motion, not sitting on paper

  • A live, converting pipeline and first commercial partnerships in-market

  • Localised product, positioning, & processes that match how the market actually buys

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Commercial Scaling & Fractional Leadership
 

Once market entry works, the challenge shifts from proving the model to scaling it. I embed as your fractional country manager, market entry lead, or Head of BD — 2-3 days a week for 6-12 months — to run sustained commercial execution without the cost or commitment of a full-time hire. I own pipeline growth, deepen distribution and partnership networks, refine the CRM and sales processes as volume increases, and manage relationships from first contact through renewal. For companies expanding across multiple markets, I keep execution consistent while adapting to how each one buys.

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    Key Outcomes​​

  • Pipeline and partnerships that keep compounding after the initial entry

  • Commercial processes and playbooks that hold up as volume scales

  • Senior execution in-market, without carrying a full-time leadership hire

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