Building a Specialist Digital Proposition from Zero

A large media and digital organisation wanted to develop a dedicated proposition for professional healthcare audiences. The opportunity required specialist publisher relationships, tailored targeting, a pricing model and a commercial process suited to the category.

Jacek Dymkowski designed the proposition end to end and led initial commercial development, turning an undeveloped opportunity into a repeatable enterprise offer.

The challenge: building the offer while testing demand

There was no ready-made proposition, target segmentation or commercial playbook.

The organisation needed to establish what it would sell, which customers to prioritise and how to price and deliver the offer. At the same time, it needed to test whether enterprise buyers would purchase it.

Proposition development and commercial validation therefore had to progress together.

The work

Designing the proposition and publisher strategy

The proposition was defined together with the publisher and inventory strategy needed to reach the specialist audience. The partner ecosystem was developed around the requirements of the vertical.

Establishing customer segmentation and account priorities

Target customer segments and the initial priority account list were defined, giving commercial activity a focused starting point.

Developing pricing, packaging and the sales narrative

A pricing framework, commercial packaging and sales narrative connected the underlying capabilities to an offer that could be presented and discussed with enterprise buyers.

Leading initial buyer conversations

Senior client conversations and early feedback informed the proposition. This helped turn the initial concept into a more repeatable commercial offer.

What the work produced

The work created a specialist digital proposition supported by a pricing framework, target-account segmentation, a publisher and partner ecosystem, commercial materials and an operating process.

The proposition secured enterprise customers and generated revenue. The resulting offer provided a repeatable commercial capability beyond individual custom sales.

What this experience means for CEE expansion

International technology companies can face a similar challenge when entering a new market: the product exists, but local positioning, packaging, pricing and partnerships still need to be established.

This experience informs how CEE Growth Partners approaches that work — connecting proposition design with buyer conversations and delivery requirements from the outset.

Frequently asked questions

What does “from zero” mean in this case?

It refers to building a new specialist commercial proposition where there was no existing offer, target segmentation or commercial playbook. It does not mean that every underlying technology component was built from scratch.

What did the leadership role cover?

It covered end-to-end proposition design, publisher strategy, segmentation, pricing, packaging, the go-to-market process and initial senior client conversations.

Was the proposition commercially validated?

The proposition acquired enterprise customers and generated revenue.

Build an offer that local buyers can evaluate

If your product needs a clearer proposition for a new CEE market, we can help define the buyer, commercial offer and assumptions to validate.

Discuss your proposition

Read the 90-day demand validation framework · AdTech and data route-to-market case study

Selected project delivered by the founder in a previous leadership role.