Väre
Value proposition and Go-to-Market for a new service
Customer insight | Business-case | Go-to-Market plan
November 2025
Väre partnered with After Advisory to ensure that its entirely new service for heat pump users, Älysäästösopimus, would appeal to customers and achieve its ambitious launch sales targets. The collaboration also focused on preparing a concrete Go-to-Market plan for the launch.
How to meet the sales targets for Älysäästösopimus?
Väre, a Finnish energy company, introduced Älysäästösopimus as a new type of electricity contract combining affordable energy pricing with intelligent heat pump control. Expectations for the 2025 autumn launch were high: no comparable service existed in the Finnish market. The joint objective was to ensure the service is targeted at the right customer segments and that the marketing message resonates with their needs and expectations.
“The collaboration was professional, systematic and well-documented. The sales targets for smart contracts were exceeded, and our team’s own capability grew as well.”
Krista Jaatinen-Koskela
Business Manager, Väre
A unique value proposition built on customer insight: Savings without the hassle
Customer insight is a critical foundation for defining a value proposition that drives sales. In the first phase, After identified key needs, expectations and purchase barriers related to the energy use and purchase of heat pump households. In the second stage, we deepened and validated these findings through quantitative research involving 780 Väre consumer customers.
Based on the identified customer profiles, we created value propositions and their marketing expressions. Together with Väre, we modelled sales targets so that marketing efforts could be focused effectively and performance tracked with clarity.
To support the fast-paced launch, we jointly identified the most impactful touchpoints along the customer journey. With a clear Go-to-Market plan, Väre launched Älysäästösopimus successfully.
Business impact
1
The number of new service contracts surpassed the business launch targets already in the first week of September.
2
A value proposition and marketing concept that resonates with customers, supported by a clear GTM plan aligned with the customer journey.
3
A documented, customer-value driven service development model for future product launches.
Interested? Let’s make your new product or service a commercial success together.
Mariann Karimaa
Founder, After Advisory
mariann.karimaa@afteradvisory.fi
+358 40 450 3343
