The Accelerated Prospection Program
Phase 1
Brand Initial Assessment
Establishing clarity before expansion
The Brand Assessment phase of the Accelerated Prospection Program is designed to determine whether international expansion is both viable and desirable within the selected market(s). It provides a rigorous, evidence-based understanding of brand readiness, category dynamics, competitive intensity, and regulatory constraints. This phase creates a shared, factual foundation on which all subsequent decisions are built.
Brand Identity & Positioning
We assess the core elements that define the brand and its relevance within new markets.
- Brand purpose, heritage, and long-term vision
- Core consumer promise, balancing functional and emotional benefits
- Positioning between medical credibility and lifestyle appeal
- Price architecture across entry, core, and premium segments
- Key differentiators versus Rx alternatives, generics, and private label
- Claims hierarchy and regulatory robustness by market
Product & Category Dynamics
We analyse the structure and behaviour of the category within the designated market(s).
- Category size and growth, in value and volume
- Key sub-segments (e.g. sleep, pain, dermatology, digestion, allergy, beauty-from-within)
- Seasonality and primary demand drivers
- Channel split: pharmacy, para-pharmacy, drugstore, mass, e-pharmacy, marketplaces
- Role of recommendation (HCP, pharmacist, influencer, peer)
- Innovation cadence and identification of white spaces
Competitive Benchmarking
We benchmark the competitive environment to understand positioning pressure and opportunity.
- Direct branded competitors
- Private label and retailer brands
- Rx-to-OTC spillover threats
- Pricing corridors by channel
- Claims, pack architecture, formats, and dosage comparison
- Share of voice and promotional intensity
- Amazon and marketplace performance, including ratings, reviews, and search ranking
Regulatory Readiness Assessment
We evaluate regulatory feasibility and constraints to determine market readiness.
- Compliance requirements by market
- Regulatory timelines and approval pathways
- Claims and formulation constraints
- Packaging, labelling, and artwork considerations
- Identification of critical risks and mitigation factors
Outcome of Phase 1
At the end of this phase, brands receive a clear, structured view of:
- Market opportunity and limitations
- Competitive and regulatory constraints
- Strategic fit between brand ambition and market reality
This assessment informs the decision to progress, pause, or refine the expansion approach before entering the collaboration and planning phases of the accelerated prospection program.
Phase 2
Exploration of Potential Collaboration
Aligning structure, governance, and expectations
The Exploration of Potential Collaboration phase is designed to ensure strategic, operational, and legal alignment before entering a long-term expansion commitment.
This phase creates a clear collaboration framework, reduces execution risk, and establishes the conditions for effective partnership across markets.
Collaboration Framework Definition
We define the parameters of the collaboration to ensure clarity, alignment, and long-term scalability.
- Target geography scope and market phasing
- Channel priorities and exclusions (e.g. pharmacy-only vs omnichannel)
- Exclusivity parameters
- Commercial model (buy-sell vs commission)
- Margin structure and transfer pricing logic
- A&P governance and co-investment principles
- Data transparency expectations (sell-in, sell-out, inventory)
Operational & Legal Alignment
We clarify roles, responsibilities, and legal frameworks to ensure regulatory compliance and operational readiness.
- Regulatory responsibilities (EU-Rep, UKRP, local MOH, cosmetics notification, medical device compliance)
- Pharmacovigilance and cosmetovigilance roles
- Artwork and packaging ownership and adaptation rules
- Minimum order quantities and supply lead times
- Termination clauses, step-in rights, and change-of-control provisions
Outcome of Phase 2
At the end of this phase, brands benefit from:
- A clearly defined collaboration framework
- Aligned commercial, operational, and governance principles
- Reduced legal and execution risk prior to expansion planning
This alignment enables a confident transition into the development of a structured, long-term expansion roadmap.
Phase 3
Tailor-Made 3-Year Expansion Plan
Designing a structured path to scale
The Tailor-Made 3-Year Expansion Plan phase transforms insight and alignment into a concrete, market-by-market execution strategy.
This phase provides brands with a clear roadmap for expansion, balancing ambition with operational, regulatory, and commercial realities.
Road-to-Market Strategy (by Market)
We define a structured go-to-market approach for each selected market.
- Market entry sequencing and prioritisation
- Channel rollout roadmap (Year 1, Year 2, Year 3)
- Role definition across pharmacy, mass retail, and e-commerce
- Launch SKU architecture (hero SKUs vs range extensions)
- Regional and channel-specific pricing strategy
- Localisation requirements (language, claims, pack size, dosage)
- Regulatory timelines and critical path identification
Distributor Identification & Assessment
We identify, assess, and shortlist distributors capable of supporting sustainable brand growth.
- Shortlist of potential distribution partners
- Track record within relevant categories (beauty, OTC, medical device)
- Channel access depth and quality
- Field force size and call frequency, where applicable
- E-commerce and marketplace capabilities
- A&P investment capacity and execution quality
- Financial solidity and inventory discipline
- Cultural fit and long-term strategic alignment
Outcome of Phase 3
At the end of this phase, brands receive:
- A clear, three-year expansion roadmap
- A prioritised market and channel strategy
- A vetted shortlist of potential distribution partners
- A realistic execution timeline aligned with regulatory and operational constraints
This plan forms the basis for confident partner selection and execution in the final phase.
Phase 4
Execution & Long-Term Partnership
Turning strategy into sustained performance
The Execution & Long-Term Partnership phase is where expansion plans are activated and translated into measurable results.
APP Global remains actively involved alongside the brand to ensure disciplined execution, partner accountability, and continuous performance optimisation across markets.
Distribution Agreement Negotiation
We lead and support negotiations to secure balanced, performance-driven distribution agreements.
- Territory and channel scope finalisation
- Commercial terms and rebate structures
- Forecasting and commitment mechanisms
- A&P investment obligations and ROI governance
- Performance KPIs and review cadence
- Exit scenarios, remediation mechanisms, and step-in rights
Partner Onboarding & Activation
We ensure distributors are fully prepared to represent and scale the brand effectively.
- Brand and product training, including commercial and regulatory aspects
- Sales, medical, and educational detailing materials
- Go-to-market playbook handover
- E-commerce content setup and compliance validation
- Launch readiness checklists
Go-to-Market Execution
We support and oversee execution across channels and touchpoints.
- Commercial launch planning by channel
- Pharmacy activation and education, where applicable
- Digital and social activation strategies
- Amazon and marketplace optimisation
- Sampling, advocacy, and trial programmes
Monitoring & Performance Management
We track performance and support continuous improvement through structured reporting and governance.
- Custom KPI dashboards (sell-in, sell-out, inventory, out-of-stock)
- SKU-level performance tracking
- A&P ROI measurement and optimisation
- Forecast versus actual reconciliation
- Quarterly business reviews and corrective action plans
Outcome of Phase 4
This last phase of the Accelerated Prospection Program marks ongoing partnership, brands benefit from:
- Disciplined and transparent execution across markets
- Aligned distributor performance and accountability
- Continuous visibility on results and corrective actions
- A scalable framework for long-term international growth