Preparing Tendium’s product for scalable international growth

Case summary:
Tendium partnered with Sareva Product Advisory to sharpen product positioning, simplify commercial packaging and strengthen the sales narrative ahead of international expansion.

Tendium is built on a mission to transform public procurement by making the public sector market more accessible to businesses. The idea is simple: when more companies participate in public tenders, it strengthens competition, improves the use of taxpayer money, and contributes to better public services.

Founded in late 2018, the company and its product have grown rapidly in recent years. Tendium offers a software platform for companies that sell to the public sector and want to increase their Business-to-Government (B2G) sales. The platform combines AI-driven insights with modern workflows that simplify both finding relevant tenders and managing the process of winning them.

Today, the product is available in Sweden, Finland and Norway, with expansion initiatives underway in several additional European markets.

Strengthening the commercial story behind a fast-growing product

As the company continued to grow, Tendium’s leadership team saw an opportunity to further strengthen how the value of the product was communicated to the market.

While product functionality had developed quickly in line with the company’s vision, the commercial positioning of the product had received less attention. Like many fast-growing companies, Tendium had primarily focused on building new functionality. Over time, it became clear that the commercial story needed to be sharpened to support the company’s ambitious growth plans.

Charlotte Söderhjelm, Chief Commercial Officer

"We knew that in order to grow at the pace required for our expansion, we needed to ensure that the product was not only strong from a functionality perspective. Its value also needed to be clearly and consistently communicated when presented to customers", says Chief Commercial Officer, Charlotte Söderhjelm.

Based on previous experience with product positioning work, Charlotte contacted Eva Skoglund to explore Tendium’s opportunity to strengthen the commercial aspects of the product.

“After a few initial meetings, it was clear to me that Tendium had a very exciting product and a strong market opportunity,” says Eva. “At the same time, I could see potential to clarify both the product positioning and the commercial structure around it.”

Clarifying positioning and commercial structure

Together with the Tendium team, Eva led a focused product positioning project over ten days, identifying the core positioning and sales narrative.

The work also helped to align product, marketing and sales around a shared description of the value Tendium creates for its customers.

During the following month, the positioning was implemented in marketing materials, while a new sales pitch was tested by a pilot sales team.

Oskar Lundgren, co-Founder and Chief Product Officer

“During the positioning work, we also realized that the commercial packaging of the product and the business model we had gradually developed over the years might not fully reflect the value customers receive,” says co-founder and Chief Product Officer, Oskar Lundgren

Eva then worked together with Tendium’s product management team to refine the commercial definition of the product. The updates included simplified packaging and adjustments to the business model to better align with customer value.

The simplified packaging also provides a structure that can scale more easily across markets as Tendium expands internationally.

Over the following months, the new packaging, business model and sales narrative were gradually rolled out across the organization.

Thibaud Hartwig, Head of Sales

“I’m very pleased with the results we are seeing,” says Thibaud Hartwig, Head of Sales at Tendium. “The combination of the new sales pitch, the new commercial packaging and business model increases our velocity in sales and helps customers understand the full value of Tendium earlier in the sales process

Summary

Through a focused product positioning and commercial strategy engagement, Tendium clarified how the value of its product is communicated and delivered to customers.

The work resulted in a sharper positioning, a simplified commercial packaging model and a stronger sales narrative. Together, these changes help the Tendium team communicate the product’s value more clearly, accelerate sales conversations and support the company’s ambitious revenue goals.

The work also provides a clearer foundation for scaling Tendium’s go-to-market strategy as the company continues its international expansion.

Sareva Product Advisory’s contribution:

During the engagement, Eva Skoglund worked closely with Tendium’s leadership, product management and commercial teams to clarify how the product’s value is communicated and delivered to customers.

The work included:

• Leading a focused product positioning project to identify the core value proposition and sales narrative
• Aligning product, marketing and sales around a shared description of customer value
• Refining the commercial packaging and business model to better reflect how customers create value with the product
• Supporting implementation through updated marketing messaging, a new sales pitch and sales trainings

The engagement combined strategic product management with practical go-to-market implementation, helping the Tendium team strengthen the commercial foundation for continued growth.