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Investor · EPC
Middle-East market share for a Canadian EPC investor
Helped a Canadian investor establish a credible EPC presence in the Middle East and secure a real market share for a brand-new business starting from zero local recognition.
- Sector
- Engineering, Procurement & Construction
- Region
- Middle East
- Year
- 2024
The challenge
- The investor had capital and appetite for the region but no brand equity, local partners or positioning against established EPC players.
- The Middle-East EPC market rewards long-standing relationships; a new entrant risked being perceived as a commodity bidder rather than a strategic partner.
- The client needed a business model, not just a marketing push how to scale, who to merge with strategically, and where to have the highest impact.
Our approach
- Defined the brand’s positioning and value proposition specifically for Middle-Eastern utility and industrial clients.
- Identified like-minded channel partners and prospective strategic alliances to bridge the trust gap quickly.
- Designed a compatible business model that let the client compete on value rather than price, using unique technical skills as differentiators.
- Supervised the WBS implementation so brand promises were matched by delivery capability on the ground.
Results
- The investor launched EPC operations in the Middle East with a differentiated brand and a defensible commercial narrative.
- Early projects were won on brand value and partnership strength rather than lowest price.
- The engagement created a foundation for long-term scaling: repeatable partnerships, a clear ideal-customer profile, and a delivery model matched to the region.